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A qualitative study on the impact of globalisation on public relations practice in Ghana

Albert Anani-Bossman
Ghana Institute of Journalism
Michael Bruce
Ghana Institute of Journalism
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A qualitative study on the impact of globalisation on public relations practice in Ghana. (2022). Communicare: Journal for Communication Studies in Africa, 40(1), 129-150. https://doi.org/10.36615/jcsa.v40i1.1516
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  • Submited: October 4, 2022
  • Published: October 5, 2022

Abstract

The article analyses the perceived impact of globalisation on public relations practice in Ghana by
examining how Ghanaian PR practitioners are utilising the opportunities that globalisation offers
while dealing with the challenges it brings. The qualitative interview technique was used to interview
a total of five (5) PR practitioners from the non-banking financial services sector. Results show PR
practitioners are very much aware of the demand placed on them by globalisation. Communication
infrastructural challenges as well as a lack of technological skills is proving a huge challenge in
the management of communication activities. As multinational organisations continue to flood
into the country, the competition will be keen. Practitioners need to upgrade their skills, especially
in the area of digital communication, and knowledge regarding the current standards of practice
in the era of globalisation. It is essential for PR educators in Ghana to respond to the challenge
of globalisation by redefining their teaching curriculums to reflect the dynamics of international
practice. Moreover, it is time for African PR scholars to make a significant contribution to this
discussion from an African perspective. The limited number of interviewees and the selection of
practitioners from a particular sector of the economy, however, means the research cannot be
generalised.

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How to Cite
A qualitative study on the impact of globalisation on public relations practice in Ghana. (2022). Communicare: Journal for Communication Studies in Africa, 40(1), 129-150. https://doi.org/10.36615/jcsa.v40i1.1516

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