Examining the Strategic Role of Public Relations in Nonprofit Organizations (NGO) in Ghana

Abstract

The goal of the study was to examine the strategic role of Public Relations in nonprofit organizations in Ghana. The study was underpinned by the excellence and systems theory which helped to understand the nuances of the strategic roles of Public Relations Practitioners in nonprofit organizations in Ghana. The study used the qualitative approach and employed interviews to gather data from fifteen Senior Public Relations Practitioners from selected nonprofit organizations in Ghana. It was revealed from the study that, the strategic roles of Public Relations Practitioners in nonprofit organizations in Ghana includes, building relationships and reputations, forming strategic alliances and partnerships, fundraising and resource mobilization, effective media relations, research and evaluation. The study also found that Public Relations Practitioners in nonprofit organizations in Ghana adopt two-symmetrical communication model in their practice and the Senior Public Relations Practitioners within these nonprofit organizations are positioned within the dominant coalition or the strategy formulation machinery. Finally, the study found organizational culture and budgetary constraints as major factors that affects the application of strategic Public Relations practices in nonprofit organizations in Ghana. The study recommended that for Public Relations practice to be strategic, management of nonprofit organizations in Ghana should embrace Participative cultures and structures that values and support PR practice as well as provide budgetary support to Practitioners to be able to undertake research and other strategic activities.