Developing a Public Relations Framework for Public Policy Advocacy in Ghana: A Case of the Ministry of Finance and Economic Planning

Abstract

This study sets out to develop a Public Relations Framework for public policy advocacy in Ghana using the Ministry of Finance and Economic Planning (MFEP) as a case study. Over the years, public policy advocacy efforts have faced and continue to be bedeviled with stakeholder resistance. The case of MFEP is no exception. Consequently, this study explored Public Relations (PR) strategies used by the MFEP over the years to ascertain why public policy advocacy fails to gain stakeholders’ support. Using in-depth interviews, this study purposively selected ten (10) participants from among Public Relations and Public Policy experts to solicit primary information on past and on-going public policy advocacy efforts of the MFEP. In addition, this study used existing knowledge gathered from scholarly articles which have provided background information relative to the tenets of the Public Sphere Theory used in the study, and the analysis of public resistance to notable public policy initiatives led by the MFEP. The results of this study revealed that though the MFEP’s PR strategies involved the use of traditional and digital media, its messages were often simplistic in nature. Translation of complex policies into simple narratives that resonate with everyday experiences of target audiences has not been consistently achieved. Internal structures and cultural barriers within the MFEP tend to impede effective deployment of PR strategies for public policy advocacy. In addition, bureaucratic hierarchies delay messaging, a culture that prioritizes internal politics over clear and cohesive communication strategies. The study concludes that the MFEP’s PR strategies are significantly shaped by the prevailing political and social dynamics, often resulting in reactive and defensive messaging. Experts underscored the importance of adopting more innovative and engaging communication methods. Hence, they suggested a shift towards a more conversational tone and greater use of digital platforms to enhance interactivity and engagement and emphasised the need for continuous feedback mechanisms and a more proactive approach to managing public opinion.