The Role Of Public Relations In Conflict Resolution: A Case Of Chieftaincy Dispute In Ghana

Abstract

Chieftaincy disputes remain one of the most enduring and culturally sensitive conflict forms in Ghana, often threatening local stability, community cohesion, and national peace. This study examines the role of public relations in conflict resolution with specific focus on the Dagbon chieftaincy dispute. Guided by the Excellence Theory of Public Relations and the Conflict Transformation Theory, the research adopts a qualitative approach to explore how strategic communication, stakeholder engagement, and media relations contributed to restoring peace in Dagbon. Ten participants including traditional authorities, government officials, media practitioners, and community representatives were purposively sampled and interviewed. The findings reveal that structured communication channels, culturally grounded engagement, and consistent peace messaging played a central role in reducing tensions, countering misinformation, shaping public perception, and building trust among the Abudu and Andani royal families and wider Dagbon community. Radio, community durbars, official statements, religious platforms, and interpersonal communication emerged as critical tools in fostering dialogue and promoting reconciliation. The study concludes that public relations acted as a catalyst for peace by enhancing transparency, ensuring inclusivity, and reinforcing legitimacy in the conflict resolution process. It recommends sustained communication strategies, cultural sensitivity, and collaborative stakeholder engagement in future traditional conflict resolutions to strengthen social cohesion and support long-term stability.