Countering Fake News And Misinformation By Public Relations Units: Preparedness, Challenges And Opportunities

Abstract

This study examines how public relations units in Ghana prepare for, respond to, and manage the growing challenge of misinformation and fake news. It explores their internal systems, the obstacles that weaken their readiness, and the opportunities that can strengthen their role in information management. The study adopts a qualitative approach and draws on semi-structured interviews with practitioners across public, private, and quasi-public institutions. The findings also reveal several constraints. Practitioners face bureaucratic delays, inadequate technical resources, and limited institutional support. They also struggle with low digital literacy among audiences and inconsistent coordination with other departments. Despite these challenges, the study identifies clear opportunities. These include the adoption of digital tools, strategic collaborations, and targeted capacity building. The study concludes that public relations units require stronger internal systems, clearer protocols, and improved professional training to respond effectively to misinformation. It recommends sustained institutional commitment, cross-unit cooperation, and proactive preparedness to enhance communication resilience.