The Influence Of Management Attitude On The Effectiveness Of PR Strategies. A Study Of The National Health Insurance Authority Upper East Region

Abstract

This study investigates how management attitudes shape the effectiveness of Public Relations strategies at Ghana’s National Health Insurance Authority (NHIA), particularly in the Upper East Region. Grounded in Excellence Theory and the Situational Theory of Publics, it employs a mixed-methods approach that combines surveys from 200 public respondents with interviews of 10 NHIA managers and PR officers. The quantitative data were analyzed using SPSS for descriptive statistics, while the qualitative data were examined through reflexive thematic analysis. The findings show that while managers generally see PR as essential for fostering awareness, trust, and public engagement, their support tends to be conditional and reliant on resources, which can hinder the execution of strategic communication initiatives. When management consistently supports PR efforts, PR officers tend to be more motivated, creative, and effective; however, inconsistent support can lead to demotivation and a drop in innovation. Public data indicates a moderate level of awareness (58%) and a low perception of effectiveness (46%) regarding NHIA’s PR campaigns, with respondents pointing out issues like unclear communication and limited grassroots involvement. The study concludes by emphasizing that strong managerial commitment, sufficient funding, and the integration of PR into senior decision-making are crucial for effective public communication and boosting NHIS enrollment. It suggests embedding PR at the executive level, enhancing multi-channel communication especially through community outreach and creating a national communication policy framework with dedicated funding. This research adds to the theoretical landscape by situating Excellence and Situational Publics theories within a resource-constrained public health environment and provides practical insights for improving institutional communication strategies in Ghana and similar settings.