A Public Relations Perspective of Citizen Participation in Local Government Policy Making: A Case of the Ningo Prampram District Assembly in the Greater Accra Region of Ghana

Abstract

This research provided a Public Relations Perspective on citizen participation in local government policy-making, using the Ningo Prampram District Assembly (NPDA) as a qualitative case study. The primary objective was to critically assess the Assembly’s communication strategies, identify the systemic PR-related challenges undermining meaningful involvement, and evaluate stakeholders' perceptions of the initiatives’ effectiveness. Grounded in the Two-Way Symmetrical Model and Relationship Management Theory, the study employed in-depth interviews and focus group discussions to gather data. Key findings indicated that the NPDA operates predominantly within the monologic Public Information Model, relying on statutory channels for one-way dissemination. Participation is undermined by systemic communication breaks, elite capture, and a severe trust deficit stemming from the institutional failure to establish a transparent feedback mechanism a fundamental lack of control mutuality. Citizens consistently perceived engagement as tokenistic, highlighting a critical legitimacy gap. The study concluded that for decentralization to succeed, the PR function must be empowered as a strategic management advisor. The core recommendation proposes the institutionalization of a Citizen Input Tracking System (CITS) and the formal adoption of a strategic, two-way communication approach to restore trust and ensure procedural fairness in local governance.