Analysing the Role of Stakeholder Engagement in Determining the Effectiveness of Communication and Public Relations Strategies: Ghana Highway Authority in Perspective

Abstract

This research paper examines the importance of stakeholder engagement in shaping effective communication and public relations strategies, specifically focusing on the Ghana Highway Authority (GHA). The study reveals that most participants are well-educated and relatively young, with a significant proportion affiliating with the GHA, adding credibility to the findings. The investigation finds that most participants rate the GHA's communication and public relations strategies as good, with some even deeming them excellent. However, the study also identifies areas that need improvement, such as enhancing interactions with citizens and refining messaging techniques. The study also uncovers significant challenges that hinder stakeholder engagement within the GHA, including inadequate communication channels and a lack of trust. These results support previous research that emphasises the crucial importance of trust in successful engagement with stakeholders. The study further emphasises the complexity of reconciling divergent stakeholder interests, which can lead to passionate advocacy and complicated engagement efforts. The paper recommends that to enhance communication and public relations, the GHA should engage stakeholders in the decision-making process and create reliable systems for feedback. By incorporating stakeholder perspectives and insights, the GHA can refine its strategies and better address the needs and concerns of its diverse stakeholder community.