Enhancing Public Relations Effectiveness Through Communication Strategies: A Case Study of the Ministry of Lands and Natural Resources

Abstract

The role of the Ministry of Lands and Natural Resources especially in land and natural resources management and preservation cannot be overlooked. The ministry indirectly contributes to environmental sustainability, and economic development. In doing so, the ministry utilises public relations to effectively communicate strategies, policies and initiatives to be implemented within this critical sector. However, the role of communication strategies seems ambiguous in the practise of public relations. Therefore, the study explored communication strategies that enhanced public relations within the Ghanaian context using the Ministry of Lands and Mineral Resources in Ghana as a case study. Utilizing a qualitative method design involving document analysis and interviews, three research questions were answered; (1) what are the current communication practices used by the Ministry of Lands and Natural Resources in Ghana for engaging with its stakeholders? (2) What are the challenges encountered in the communication process within the Ministry of Lands and Natural Resources? (3) What strategies can enhance public relations effectiveness within the Ministry of Lands and Natural Resources? The findings showed that the ministry somewhat engages with the stakeholders using both modern (social media, radio and TV) and traditional (quarterly meetings, staff durbar, conferences) approaches. However, these engagement with stakeholders could be improved if structural communication approaches are specified and well understood. Also, it was discovered that the ministry faces challenges with bureaucracy in obtaining finances, managing complex information and miscommunications. Moreover, it was found that the ministry adhering to transparency in communication, engaging in regular communication and feedback, and adopting well-defined communication strategies could effectively enhance public relations within the Ministry of Lands and Natural Resources. This study suggested a need for strategic improvement in communication practices to enhance stakeholder engagement and transparency within the ministry of Lands and Natural Resources.