The Role Of Public Relations In Building Public Trust In Emergency Medical Services (EMS) In Ghana: A Case Study Of The National Ambulance Service, Ghana

Abstract

The main objective of this study is to examine the role of public relations in building public trust in Emergency Medical Services (EMS) in Ghana, using the National Ambulance Service (NAS) as a case study. The study used a mixed-methods cross-sectional design. The population comprises both adult residents of urban and peri-urban communities in Greater Accra, as well as key personnel from the National Ambulance Service (NAS). The study used a stratified random sampling technique to collect the data from 132 respondents out of the expected 138 respondents using a structured questionnaire and interview guide, using SPSS version 27 to analyse the data. The regression revealed a highly significant and well-fitting model with an R² value of 0.702, signifying that approximately 70.2% of the variation in public trust building can be explained by the combined effect of the four public relations variables and p-value of 0.000 confirmed the overall significance of the model, reinforcing the importance of these public relations factors in shaping public perceptions of EMS in Ghana. Among the predictors, crisis communication strategies emerged as the strongest determinant of public trust, demonstrating that transparent, prompt, and empathetic communication during emergencies is central to building and sustaining credibility. Internal communication also showed a positive and statistically significant relationship, emphasizing that effective coordination and collaboration among staff enhance consistency and service delivery, which indirectly fosters public confidence. Similarly, community relations initiatives significantly contributed to trust building, underscoring that outreach activities, education campaigns, and community involvement strengthen the relational bond between NAS and citizens. Finally, brand awareness and visibility had a substantial positive influence, revealing that consistent visibility through branding, public campaigns, and media presence boosts recognition and trust in EMS.