An Exploration of the Models of Public Relations: A Study of the Financial Services Sector of Ghana

Abstract

The current study explores models of public relations (PR) that inform PR practice in Ghana. The paucity of knowledge and understanding about PR practice in Ghana means that Ghana, and Africa in general, cannot fully contribute to the development of global theory of PR practice. The research was conducted by means of a literature review of PR models and empirical verification through face-to-face-interviews. Qualitative methodology was used to gather data from twenty-two communication practitioners from the financial services sector in Ghana. The results demonstrate that PR in Ghana is dominated by the two-way asymmetrical model and the personal influence model. The study provides insight into the models that inform PR practice in Ghana and demonstrates the need for PR scholars and practitioners in Ghana, and Africa in particular, to work together to develop models that reflect the nature of PR practice on the continent.