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This study aims to provide a comprehensive analysis of how discursive practices shape the promotion of public relations undergraduate programmes in the context of market-driven UK higher education.

Research combines a descriptive analysis of the UK universities offering public relations undergraduate degrees and a critical discourse analysis of the online prospectus entries of 25 public relations undergraduate programmes (often called “courses” in the UK), focussing on the course/programme overview and career path sections.

This wide-ranging review of UK universities’ communication of their public relations provision demonstrates that although the student as consumer has choice, the presentation of the programmes is sometimes “headline grabbing” and often positions public relations as a tactical subject, emphasising promotion and practical skills. Overall, public relations is taught alongside subjects such as marketing, journalism and advertising, and these subjects are foregrounded in promotional material when discussing teaching and potential career paths. Public relations is a difficult subject to explain within the confines of a university prospectus, with the result that it is frequently presented as a promotional practice with little connection to management, leadership or academic research.

To the best authors' knowledge, this is the first study exploring the discursive practices that shape the promotion of public relations undergraduate programmes in UK universities.

Adaptability and integration (ADI) are the core ingredients for environmentally sustainable construction (ESC), which preserves the ecology from unsupported human activities. However, the approach is lagging in developing countries, which has led to studying the influence of ADI on the adaptive capacity of small- and medium-scale construction organisations.

The research employed a quantitative methodology, collecting 400 responses as a sample size. A construct of 14 influential factors concerning ADI within the Ghanaian small and medium-scale construction industry was developed. The data obtained from participants underwent analysis using SPSS version 26. The validity of the study’s findings was assessed by applying structural equation modelling (SEM) within the AMOS software.

It was evident that innovation advancement and ongoing training and evaluations significantly influence ADI for adaptive capacity. Moreover, the system internally and vulnerability (SIV) and perceived need for implementation (PNI) sub-scales were the main latent components for best construction practices.

Ghana’s small- and medium-scale construction organisations have yet to fully recognise the importance of ADI in enhancing adaptive capacity for the best ESC. However, the results indicated that ADI constructs will significantly influence implementation outcomes to ensure ESC.

The originality of this research also resides in identifying how ADI affect small- and medium-scale construction organisation’s ability to ensure ecologically sustainable building practices.