Leveraging Strategic Public Relations Principles to Enhance Maternal Healthcare Access: A Case Study of Three Northern Ghanaian Districts

Abstract

This study examines how Strategic Public Relations (SPR) principles can be applied to enhance maternal healthcare access in the Tolon, Kumbungu, and Savelugu districts of Northern Ghana. The research focuses on three objectives: 1) to analyze the current communication practices of midwives through an SPR perspective, 2) to explore how SPR principles can enhance health information dissemination by trained midwives and Traditional Birth Attendants (TBAs), and 3) to identify culturally appropriate ways to implement SPR in maternal healthcare communication. The study draws on the Health Belief Model (HBM), Grunig‘s Excellence Theory, Cultural Communication Theory, and Community Engagement Models. These theoretical frameworks guide the exploration of health communication barriers, such as cultural, social, and systemic challenges, in these districts. The study relied on a qualitative inquiry and a phenomenological methodology, to gather insights from a total of 15 participants, including midwives, TBAs, and pregnant women, through semi-structured interviews, focus group discussions, and observations. Thematic analysis was used to identify recurring patterns and insights. Key findings reveal several barriers to maternal healthcare access in the studied districts. Notably, male dominance and patriarchal norms present significant challenges, as many husbands resist family planning due to misconceptions about infidelity or religious beliefs. Additionally, the cultural practice of ―pag‘ pirigibu,‖ a tradition that delays early booking at Antenatal Care (ANC) until certain rituals are performed, further exacerbates the issue. Other barriers identified include language obstacles, financial constraints, and lack of proper healthcare infrastructure. The application of SPR principles—such as relationship-building, culturally sensitive messaging, and community engagement—was found to be essential in overcoming these barriers and improving maternal healthcare outcomes. The study recommends integrating TBAs into the formal healthcare system through structured training programs, expanding the National Health Insurance Scheme (NHIS) to cover essential maternal health services, and promoting male involvement in maternal health decisions through targeted communication strategies. It also suggests creating culturally relevant campaigns that address misconceptions surrounding family planning and religious beliefs. Applying SPR principles to maternal healthcare, this research contributes to enhancing healthcare access in resource-limited settings. The findings provide actionable insights that can be used to design communication strategies tailored to the cultural and social context of rural Ghana, offering a model that can be replicated across other sub-Saharan African regions. This study emphasizes the importance of community-centred, culturally grounded communication in improving trust, engagement, and healthcare access.