Evaluation of Public Relations Strategies in Crisis Situations: The Case of Public Relation Practitioners in the Security Services of Ghana

Abstract

COVID-19 presented a case of emergency which effective public relations was considered as one of the major tools in managing the crisis (Valackiene, 2010). Using the qualitative approach, this study sought to identify the PR strategies that were adopted by the joint security forces, assess the effectiveness of the strategies and also find out the challenges that were confronted in the process of using the strategies in managing COVID-19 in Ghana. The purposive sampling technique was used to sample four main security services whereas one-on-one in-depth interviews were used in the collection of data for the study. With the help of interview guides, study participants were interviewed both through phone interviews, face to face interviews and observations. The study found out that, electronic media platforms, traditional face-to-face, community sensitization were the dominant PR vehicles adopted before and during the fight against managing COVID-19. While the strategies were largely successful according to study participants, they were not without challenges. Inadequate logistics, interference of fake news, non-compliance to the COVID-19 laws by the residents and inadequate human resources were identified as challenges that confronted security institutions in the discharge of their duties. Based on the findings, the study recommends that, PR template must be developed to aid security services during crisis through research. Similarly, the study recommends the formation that security services form their own non- commercial media outlets to inform the general public on their roles and other activities pertaining to combating crime and managing crisis.