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Research Article Open access CC BY 4.0

Strategic Public Relations: Illuminating Corporate Visibility of Higher Learning Institutions in Tanzania through Internal Influence, Internal Collaboration, Media Engagement and Stakeholder’s Confidence

Kahenga Hillary Dachi, Albert Tibaijuka, Deus Ngaruko

Asian Research Journal of Arts & Social Sciences · pp. 349–365 · Published 17 Dec 2024

10.9734/arjass/2024/v22i12619

Abstract

In a current state where the international higher education system has put colleges and universities under pressure of acquiring resources, corporate visibility has become vital for their sustainability and survival. This study aims at exploring the role public relations strategies can play on corporate visibility, focusing on four key themes namely internal influence, internal collaboration, media engagement and stakeholder confidence. Using a qualitative research approach, data were collected from 26 participants through in-depth interviews and supplemented by the review of relevant institutional documents. The findings reveal that internal influence magnified by effective communication play essential role in shaping the corporate visibility of the institution among the public. Internal collaboration, particularly with the management, employees and students emerged as key analytical strategy for extending the institution’s reach and influence. Also findings reveal that media engagement was a powerful tool for amplifying the institution’s achievements and initiatives, while stakeholder confidence was found to be essential in sustaining long-term corporate visibility and credibility of the institution. This study contributes to the understanding of how public relations strategies can be effectively used to illuminate the corporate visibility of Higher Learning Institutions (HLIs) particularly in Tanzania. The insights gained provide practical implications for HLIs and public relations seeking to manage the complexities of reputation management in the education sector. The study further recommends future research to explore these themes in diverse institutional contexts.

Public relations corporate visibility higher learning institutions Tanzania

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