Vital role of government PRs: Challenges and opportunities

Bagbara Tanko Opinion Oct - 07 - 2024 , 09:57

In the democratic landscape of Ghana, government public relations (PR) has been a crucial component of governance since the country's independence in 1957.

Effective communication between the government and its citizens is essential for building trust, promoting transparency and engaging the public.

This article will explore government PR's key role in governance, the risks and challenges.

A study published in the Journal of Public Relations Research in 2018 highlighted the primary role of government PR in Ghana as:

• Promoting government policies and programmes
• Enhancing government image and reputation
• Managing crisis and conflict
• Building relationships with stakeholders
• Communicating with citizens

Challenges of government PR professionals

Government PR professionals frequently encounter criticism for being perceived as overly aligned with the ruling political party.

While some colleagues may have inadvertently conveyed their political affiliations through their actions, I firmly believe that the majority of us have maintained a professional demeanour, focusing on objective communication and issue-based messaging.

A major obstacle is the limited availability of a dedicated budget, which is often only allocated for specific events or campaigns and is often insufficient to meet their needs.

Too often, government institutions and ministries neglect the significance of public relations until they're hit with a crisis and the media starts to scrutinise their actions.

At that point, they may hastily seek out PR professionals to help mitigate the damage (reactive PR), rather than taking a proactive approach to build relationships and manage their reputation.

More worrying, some ministries and agencies do not empower PR professionals to play a substantive role in decision-making at the highest level.

Instead, they are often relegated to menial tasks like media coordination, which is just a small fraction of what public relations encompasses.

It's disheartening to see talented PR professionals reduced to junior assistants, responsible for tasks like putting together travel arrangements and serving refreshments at events – a far cry from the strategic and impactful work they are capable of doing.

Another issue that arises is when political leaders bring their personal assistants or special assistants to government institutions, who may assume the duties of professional PR staff.

This leads to a loss of professional expertise and objectivity, as these individuals often approach issues with a political bias.

As a result, many PR professionals are left redundant, unable to contribute their skills and expertise.

These PAs are frequently given preferential treatment, such as travelling with the political leader and enjoying the associated privileges.

In contrast, government PR professionals are often relegated to local tasks and restricted from participating in more significant initiatives, their capabilities and qualifications overlooked.

Strengthen government PR

In light of the challenges faced by government PR professionals, government institutions and the Ministry of Information (MoI) responsible for government PR must give serious attention to the following key areas:

The allocation of a budget line for public sector PR needs to ensure that PR professionals have the resources they need to carry out their work effectively.

Additionally, the MoI should establish clear guidelines and protocols for government PR professionals to maintain objectivity and professionalism in their work and provide training and resources to support this.

Political leaders should prioritise professional communication staff over Personal Assistants in government communications.

Government institutions and ministries should prioritise proactive communication and stakeholder engagement over-reactive crisis management and provide training and resources to support this.

Government institutions should consider PR professionals in decision-making at the management level and provide training and development opportunities to help them develop the skills and expertise needed to participate in decision-making.

What Government PRs should know and do

In today's complex information landscape, clear and strategic communication with the public is crucial for establishing trust and credibility.

This requires careful consideration of the political environment and alignment with government objectives to avoid unintended consequences and conflicting interests.

PR professionals should optimise their messaging and ensure that sensitive information is protected while maintaining public trust.

During times of crisis or controversy, swift and effective communication is critical to maintaining public trust and confidence.

This requires a thoughtful approach to providing accurate information conveying a sense of control and resolution and restoring public confidence in their institutions.

Effective government PR professionals are instrumental in influencing public opinion, fostering trust and communicating effectively with citizens.

To triumph over the obstacles they face, it is crucial to devise a comprehensive PR strategy that is harmoniously aligned with the government's overall mission and objectives.

Elevating PR in governance

It's time to acknowledge the pivotal role of Public Relations in governance and recognise the crucial contributions of government PR professionals.

Together, let's overcome the challenges they face and empower them to communicate effectively with the public, fostering transparency, trust and accountability.

The writer is the Head of the PR Unite of the MoFA
Writer’s email: bagbara@gmail.com