The role of research in PR practice: the other side of the story, from the developing world (Ghana)

Some leading public relations scholars in Western developed countries such as the USA, Canada, Australia and the UK, have observed that the use of research by public relations practitioners is generally not encouraging. This view is supported by research findings from a number of countries (see, for example, Grunig (1992), Tymson and Lazar (2006), Cutlip, Center and Broom (2006), Lindenmann (2003)). On the contrary, there is hardly any literature on the subject matter in developing countries, and particularly Africa. At best, what we have is undocumented anecdotal support of the notion that research hardly gets attention in public relation practice in developing countries. This paper is a small step in the direction of addressing the imbalance in the literature relating to the use of research in public relations or otherwise in developing countries. In relation to the research-practice nexus, this paper seeks to answer two main questions: (1) what are the views of practitioners’ concerning the use of research in public relations practice? (2) Is public relations practice in public enterprises in Ghana informed by research? Data was collected through a self-administered questionnaire and the sample was drawn from a population consisting of government Ministries, Departments and Agencies (MDAs) that were featured in Ghana’s 2007 budget statement. The findings show that contrary to popular belief, public relations practice within the public/government sector in Ghana is informed by research and that practitioners report that their research activities are aimed at consensus.