Postgraduate Researchers

PhD Research Student - School of Media

Project Title: Exploring public relations and public diplomacy practices in Ghana's foreign publics and dispora engagement campaigns  

Project Abstract :

This study investigates how governments of developing countries leverage public relations (PR) and public diplomacy strategies to drive foreign direct investments (FDIs), diaspora direct investments (DDIs), and foreign aid and to promote tourism and trade for economic growth. Using Ghana as a case study—given its remarkable inflow of FDIs and DDIs within the West Africa sub-region, the research highlights the role of African public diplomacy tools, including diaspora diplomacy, cultural diplomacy, digital diplomacy, nation branding, and the involvement of international PR firms. Ghana employed these strategies to engage foreign publics and its diaspora. The study is grounded in the ‘Ubuntu’ framework, emphasising interconnectedness and mutual responsibility alongside rhetorical PR theories that stress strategic communication. A qualitative research approach is adopted, which uses semi-structured interviews and analysis of state documents such as policies, reports, and foreign communications pertinent to the subject. Thematic analysis, facilitated by NVivo qualitative data analysis software, is employed to derive insights from the collected data. Findings suggest that strategic international PR and public diplomacy campaigns can serve as powerful economic growth and development conduits when prioritised and adequately funded, particularly in developing nations. Ghana’s case illustrates the potential of these strategies to enhance its global image, attract investment, and build strong ties with its diaspora. The study also addresses a critical gap in existing scholarly literature by exploring PR and public diplomacy practices in the context of developing countries’ foreign relations. This research contributes to understanding how tailored communication strategies can amplify the developmental impact of foreign engagement initiatives, providing a blueprint for other developing nations seeking to harness the benefits of PR and public diplomacy for national development. 

Supervisors: Dr. Kevin Hora MPRII, Dr. Tom Clonan 

ORCID profile:  https://orcid.org/0000-0002-8882-1326