A Study Of The Relevance Of PR Practice In Non-Governmental Organizations In Ghana-A Case Study Of Selected NGO’s In Accra

Abstract

This study examined how nongovernmental organisations (NGOs) in Ghana used public relations to support their work and maintain key relationships. The inquiry focused on three areas: how NGOs understood and applied public relations, how communication shaped engagement with donors, beneficiaries, and partners, and what challenges limited effective practice. A qualitative design was adopted, and data were gathered through interviews with eight officers (n = 8) responsible for communication or programme delivery. The findings showed that NGOs relied on a mix of interpersonal contact, community dialogue, media work, and digital messaging. Public relations served both strategic and operational functions, helping organisations explain their intentions, strengthen trust, and respond to stakeholder concerns. Engagement depended on transparency, presence, and cultural awareness. The study also revealed barriers such as limited expertise, weak structures, scarce resources, ethical concerns, and inconsistent planning. These constraints reduced message coherence and increased reputational risk. The study concluded that stronger structures, clearer roles, and ethical guidance were needed. Recommendations were proposed to support organisational practice, sector governance, and future research.