Benchmarking Public Relations Practice in the Public Sector Against the Principles of the Excellence Theory: A Study of Selected Government Institutions

Abstract

Public relations in the government sector contributes significantly to maintaining transparency, trust, and accountability between governments and citizens. In Ghana, the effectiveness of public relations practice in public institutions has often raised brows of doubt. This study evaluates the effectiveness of PR praxis in Ghana’s public sector, employing Grunig and Hunt’s Excellence Theory as a benchmark. Using a qualitative approach, it draws insights from semi-structured interviews with 15 practitioners across various state institutions. Findings reveal a discrepancy between the strategic value of PR and its actual implementation within institutional frameworks. Practitioners are largely relegated to technical roles, with minimal involvement in policy formulation or organisational goal-setting. Consequently, they are rarely considered for a seat with the dominant coalition. The study also identifies a disparity between the theoretical knowledge of practitioners and their practical strategic management skills. Misconceptions about PR’s role further exacerbate this gap. Additionally, PR practice frequently defaults to one-way or two-way asymmetric communication, with limited application of two-way symmetrical models. The study concludes that achieving PR excellence requires addressing systemic challenges, including inter alia, institutional support for strategic public relations, adherence to two-way symmetrical communication and investment in research and development.