Building trust, driving progress: How the public sector can harness public relations

By Cecil Ato Kwamena DADZIE

Imagine a Ghana where citizens trust their government, where policies are understood and supported, and where public services are delivered efficiently and transparently.

This vision is not a distant dream but a tangible reality that can be achieved through the strategic use of public relations (PR) in the public sector.

In an era where information is power, effective communication is the cornerstone of good governance. Ghana’s public sector stands at a crossroads, with the opportunity to harness PR to build trust, enhance service delivery, and foster a more engaged and informed citizenry. This article explores how Ghana can leverage PR to transform its public institutions, strengthen democracy, and drive national development.

Enhancing Transparency and Accountability

Transparency and accountability are the bedrock of any democratic society, and PR can play a pivotal role in ensuring that the government communicates its policies, decisions, and actions effectively to the public. Regular press briefings, detailed reports, and open forums are vital tools for making government operations accessible.

For instance, Ghana could draw inspiration from Estonia, a global leader in digital governance, which provides real-time access to government data through online platforms. By adopting similar practices—such as publishing annual budgets or project updates online—Ghana can demystify its operations, allowing citizens to see how public resources are managed and decisions are made. This openness not only builds trust but also reduces perceptions of corruption, an issue that has long challenged many African nations.

Moreover, PR can humanize the government by explaining complex policies in simple, relatable terms. A well-crafted press release or a public service announcement can break down technical jargon, ensuring that every Ghanaian, from the urban professional to the rural farmer, understands what their government is doing and why it matters. By prioritizing factual, inclusive communication, the government can avoid the pitfalls of partisan messaging that erode credibility.

Crisis Management and Reputation Building

Crises—be they natural disasters, economic downturns, or public health emergencies—are inevitable. The true test of a government’s capability lies in how it manages these challenges.

A robust PR strategy is indispensable for disseminating timely and accurate information, combating misinformation, and maintaining public confidence. The COVID-19 pandemic offers a compelling example: countries like New Zealand, with clear and consistent communication, rallied public support and compliance with health measures, emerging stronger as a result.

Ghana can adopt a similar approach by developing a crisis communication plan that includes trained spokespeople, regular updates, and a clear chain of command. Effective crisis management goes beyond immediate response—it builds long-term reputation, provided the messaging remains impartial and focused on public welfare rather than political gain.

Stakeholder Engagement

PR is not a one-way street; it is about fostering two-way communication between the government and its stakeholders—citizens, businesses, civil society, and international partners. Inclusive governance thrives on engagement, and tools like town hall meetings, social media platforms, and feedback mechanisms can bridge the gap. Imagine the city of Accra hosting regular town halls to discuss urban development plans, where residents voice their concerns about traffic or housing and contribute solutions. Such interactions foster a sense of ownership and inclusion, making citizens active participants rather than passive recipients. However, ensuring these engagements remain free of political bias is critical to maintaining trust and avoiding perceptions of manipulation.

Promoting National Development Initiatives

Ghana is pursuing ambitious development projects, from infrastructure upgrades to healthcare reforms. PR can amplify these efforts by generating awareness and support. Through targeted campaigns, press releases, or media interviews, the government can highlight successes and explain benefits, rallying public enthusiasm. Take the Ghana Beyond Aid initiative—a vision of economic independence and self-reliance. A strategic PR campaign could showcase its tangible impacts, like job creation or improved public services, turning abstract policy into a national rallying cry. Care must be taken, though, to present these initiatives objectively, avoiding any hint of using them as tools for political advantage.

Strengthening Internal Communication

Effective PR isn’t just about external audiences—it starts within the government itself. Public servants are the frontline ambassadors of the public sector, and keeping them informed and motivated is critical. Tools like newsletters, intranets, and staff briefings can align employees with the government’s vision. When public servants understand their role in the bigger picture, they deliver better services and communicate consistent, impartial messages to the public, minimizing the risk of internal biases seeping into external communications.

Leveraging Digital Platforms

In today’s digital age, social media and online tools offer unparalleled opportunities for engagement. With platforms like X – formally Twitter, Facebook, and WhatsApp gaining traction in Ghana, the public sector can reach diverse audiences cost-effectively. Real-time updates, interactive campaigns, and e-governance portals enhance accessibility, especially for the youth, who form a significant portion of the population. However, the government must ensure digital content remains balanced and factual, avoiding the temptation to use these platforms for partisan messaging or “alternative politics” that could alienate citizens.

Capacity Building for PR Professionals

To unlock PR’s full potential, Ghana must invest in its communicators. Public sector PR professionals need modern skills in media relations, digital communication, and storytelling to craft messages that resonate, as well as expertise in crisis management, data analytics, and audience engagement to navigate today’s complex media landscape.

Training programs could include workshops on maintaining impartiality, avoiding political bias, and leveraging emerging technologies like AI-driven content analysis. These initiatives would not only enhance professionals’ abilities to deliver credible, impactful communication but also foster a culture of continuous learning within the public sector. By partnering with universities, international PR organizations, or industry experts, Ghana can ensure its communicators are equipped to handle evolving challenges, build public trust, and position the government as a transparent, responsive institution for the long term.

A Case in Point: The Presidency Communications Newsletter

The current government under President John Dramani Mahama, who assumed office on January 7, 2025, has introduced a “Presidency Communications” newsletter—a practical example of PR in action. The February 3, 2025, issue, as seen in a recent snapshot, exemplifies this effort.

Its cover features Vice President Jane Naana Opoku-Agyemang speaking on creating a single market to provide jobs for the youth, aligning with national development goals and promoting transparency. The visually engaging design—featuring the Ghanaian flag, the presidency’s logo, and updates on initiatives like education forums, diplomatic engagements, and international summits—shows potential as a direct communication tool. If well distributed digitally via WhatsApp or email, it could reach a wide audience.

However, the newsletter’s success hinges on maintaining impartiality and substance, ensuring it does not become a tool for alternative politics or political bias, which could erode public trust.

For instance, if the newsletter emphasizes only government achievements without acknowledging challenges or opposition perspectives, it risks being perceived as a partisan instrument rather than a transparent communication channel. Historical examples, such as government publications in other nations being criticized for promoting a singular political narrative, underscore the importance of balance.

By prioritizing factual updates, inviting public feedback, and avoiding one-sided messaging, the newsletter can fulfill its potential as a bridge between the presidency and the people, rather than a vehicle for political advantage. This initiative underscores a broader truth: Ghana’s public sector can transform by embracing PR strategies like transparency, crisis management, stakeholder engagement, development promotion, internal communication, digital outreach, and professional training, all while guarding against the dangers of political bias.

Conclusion

The transformative power of public relations in Ghana’s public sector is undeniable. By integrating these strategies and vigilantly avoiding the pitfalls of political bias or “alternative politics,” the government can cultivate trust and participation. As Ghana strides toward its development goals, PR emerges as a vital ally in bridging the gap between the state and its people, provided it remains impartial and focused on public welfare. The question is not whether Ghana can afford to invest in PR, but whether it can afford not to. The future of governance—and the nation—depends on it.

About the Author

Cecil Ato Kwamena Dadzie is a communications and knowledge management specialist, public relations professional, and digital communications strategist. With over ten years of experience, he helps organizations enhance their visibility, engagement, and influence through strategic PR, social media advocacy, and capacity building. He has worked with international development organizations, government agencies, SMEs, NGO’s, and advocacy groups to develop and implement impactful communication campaigns and knowledge-sharing strategies.

Twitter: @ghanabakwamena

LinkedIn: Cecil Ato Kwamena Dadzie

Email: [email protected]

The post Building trust, driving progress: How the public sector can harness public relations appeared first on The Business & Financial Times.

Read Full Story