Abstract
Organizations worldwide have realized the need to migrate
online if they are to succeed and stay in business. This growing
dimension of organizations migrating and doing business online
continues to soar on a daily basis. Kuapa Kokoo Limited (a
licensed cocoa buying company in Ghana) is one of such
organizations which is using Facebook as a public relations tool.
The purpose of this study is to examine closely the use of
Facebook as a public relations tool at Kuapa Kokoo Limited
(KKL). The study highlights the need for the use of Facebook as a
Public relations tool and also brings to the fore the benefits and
challenges, associated with the use of Facebook as a public
relations tool by Ghanaian organizations, using Kuapa Kokoo
Limited as a case study. Eight interviews were conducted from
the top management executives, the communications department,
the marketing department other staff members of KKL. The
findings of this study confirm the potential ability of Facebook as
a tool for enhancing give and take communication between
organizations and their audience as. The study concludes that
Facebook holds the potential to make PR more symmetrical.
Dennis Sarkodie Owusu. (2020) Facebook As A Public Relations Tool: A Case Study of Kuapa Kokoo Limited, Journal of Media Studies, Volume-35, Issue-1.
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