Role of Public Relations Strategies in Corporate Visibility of Higher Learning Institutions in Tanzania.

Dachi, Kahenga Hillary (2025) Role of Public Relations Strategies in Corporate Visibility of Higher Learning Institutions in Tanzania. Doctoral thesis, The Open University of Tanzania.

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Abstract

Higher Learning Institutions (HLIs) in Tanzania face challenges in enhancing corporate visibility despite employing various public relations strategies. A limited understanding of the effectiveness of public relations strategies raises concerns about their implementation and impact. This study assessed role of public relations strategies in corporate visibility of the higher learning institutions in Tanzania. Specifically, the study aimed to identify public relations strategies deployed in these institutions, analyse their implementation and assess the strategic public relations approaches‟ contribution on corporate visibility. A qualitative research approach, grounded in constructivist philosophical assumptions, was employed. Data were collected from 26 key informants from 8 HLIs and the Tanzania Commission for Higher Learning Institutions (TCU) through in-depth interviews and analysed thematically. Another source of data was a review of 14 relevant documents. The findings revealed that HLIs utilise public relations strategies, including public events and corporate uniqueness, to enhance their visibility. Effective implementation of these strategies requires collaboration with other institutional units and media engagement. Building stakeholders‟ confidence also emerged as a crucial mechanism through which strategic public relations approaches enhance corporate visibility of HLIs in Tanzania. The study concludes that public relations strategies alone are insufficient; targeted interventions and strategic investments must complement them. It recommends further research on optimising the deployment of public relations strategies for improved corporate visibility. Keywords: public relations, public relations strategies, corporate visibility, higher learning institutions, Tanzania

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