This conceptual paper proposes that communication strategies should be aligned to the IMC message typology in its entirety. In order to shed light on the role of IMC in the development of communication strategies a literature review was conducted. The literature review revealed that IMC is a logical structure of developing communication strategies. An organisation should control (planned) or influence messages (unplanned, product, service) to ensure message consistency and maximum communication impact. In simple terms, an organisation should strive to match its brand promise made through planned messages with actual performance as reflected in its product, service, and unplanned messages. The paper provides a communication planning framework to organisations on how to use IMC message typology to ensure message consistency and maximum impact.

PurposeThe goal of the study is to develop an integrated, non-sequential framework for excellent public relations management for the financial services sector in Ghana. The study empirically analyzes how PR is conceptualized and practiced in relation to the purpose (models) and roles (activities).Design/methodology/approachThe study adopted the qualitative in-depth interview approach to gauge the views of 22 PR practitioners.FindingsPractitioners of most communication departments have no PR background, and this influenced their conceptualization of PR. Essentially, PR in Ghana is shaped, to a large extent, by a western ideology. PR is however influenced greatly by strong interpersonal relationships, which is premised largely on the culture of the country. What is obvious is that PR in the financial services sector is not fully strategic. Although practitioners occupy managerial roles, they are limited in their ability to make impact due a lack of understanding by management about the purpose of PR and budgetary constraints.Research limitations/implicationsThe use of a qualitative approach means the result cannot be generalized. As the study focussed on one sector, it will be essential to look at other sectors using a generalized sample.Originality/valueThe study developed an integrative non-sequential PR framework based on literature and empirical findings. The framework differs in certain aspects from some of the recommendations made by literature for an excellent PR practice.

Tourism is a multifaceted sector, which is manifested in various forms

Purpose – This paper aims to analyse the socio-economic role of museums. Design/methodology/approach – To explore the socio-economic role of museums, relevant literature on the role of museums was reviewed. Books and articles were consulted to shed light on museums as a cultural tourism product offering within the broader context of tourism as a catalyst of societal development. Findings – The literature review revealed that museums are symbols of unity and identity and can serve as a catalyst of economic development of local communities. The article dispels the perception that museums are places where old stuff is stored and that they are at the periphery of societal development. Research limitations/implications – The paper is based on literature review and not an empirical study. Practical implications – This paper proposes that museums should play a more active role in the socio-economic development of society. Social implications – This paper suggests that museums should educate the public about their role and place in society. Most importantly, they should create awareness about the socio-economic opportunities which they create. Thus, museums should position themselves as part of the societal effort to deal with societal challenges and not relegate themselves to the fringes of society. To this end, museums should establish partnerships with other agents of societal development. These organisations include chambers of commerce, educational institutions, government agencies and tourism organisations. Originality/value – The paper dispels the perception that museums are places where old stuff is stored and that they are at the periphery of societal development.

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