EVALUATING THE IMPACT OF PUBLIC RELATIONS STRATEGIES ON INSTITUTIONAL GROWTH: A CASE OF THE COLLEGE OF BUSINESS EDUCATION (CBE)

Abstract

ABSTRACT This study evaluates the impact of public relations (PR) strategies on institutional growth, using the College of Business Education (CBE) as a case study. The research was guided by three specific objectives: to identify the PR strategies employed at CBE, to analyze their effects on student enrolment, institutional reputation, and stakeholder partnerships, and to examine challenges affecting PR implementation while proposing potential solutions. A mixed-methods approach was employed, combining qualitative and quantitative techniques. Data were collected through questionnaires distributed to students, interviews with CBE administrators and PR staff, and document reviews of institutional records and communication reports. Quantitative data were analyzed using descriptive statistics and presented in tables and charts, while qualitative responses were subjected to thematic content analysis. The findings revealed that CBE employs diverse PR strategies, including media relations, community engagement, digital platforms, alumni networks, and corporate social responsibility initiatives. These strategies significantly contribute to attracting students, enhancing institutional reputation, and strengthening partnerships with government, industry, and international stakeholders. However, several challenges hinder effective implementation, including limited budget allocation, inadequate human resources, and insufficient integration of modern technology, weak two-way communication, and inconsistent crisis management frameworks. In Tanzanian higher education, PR should be treated as a central strategic function for competitiveness and long-term sustainability. It recommends that CBE increase investment in PR activities, adopt digital communication technologies, strengthen feedback mechanisms, and establish a clear PR policy framework aligned with institutional goals. The research contributes to the growing body of knowledge on higher education management in Tanzania by underscoring the critical role of PR in shaping institutional growth.