AN ASSESSMENT OF THE ROLE OF PUBLIC RELATIONS DEPARTMENTS IN LOCAL GOVERNMENT IN GHANA: A CASE OF KUMASI METROPOLITAN ASSEMBLY

Abstract

The Local Government Administration in Ghana is growing in terms of scope and functions and communication plays a key role in this process in creating understanding and mutually beneficial relationships with all stakeholders. This communication function is handled by the Public Relations Units that is a sub unit of the Complaints and Public Relations Sub-Committee established by ACT 936 Section 26 of the Local Government Act 2006. It is in this context that it is important to carry out a timely assessment of the effectiveness of the PR Unit to be able to appreciate the gains and challenges confronting the Unit to be able to address them appropriately and timeously. The study focused on Kumasi Metropolitan Assembly, which is one of the well-established Local Governance institutions in Ghana. The purpose of the study was to establish the role of public relations practice in local government administration at Kumasi Metropolitan Assembly. The descriptive study used open ended interview guide to collect information from purposively selected 30 employees across all the departments and units of KMA. The study concludes that the Public Relations function at the KMA is tactical rather than strategic. This explains the enormous challenges confronting the PR Unit at KMA. As a Unit under the Complaints and Public Relations Sub Committee, the involvement of the PR Unit in strategic decision making is non-existent or minimal. This phenomenon is common in most public institutions especially where the activities of the PR Unit is highly centralised. This implies that the PR function is not effective. The study recommends a paradigm shift from using PR for tactical purposes and rather changes the structure of the Unit and also addresses logistical constraints of the Unit.