Qualitative study on the impact of globalisation on public relations practice in Ghana

Abstract

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