Communication between public organizations in Ghana and their publics a case study of Volta river authority northern electricity distribution company in techiman

Abstract

This study investigated how public organizations in Ghana communicate with their publics VRA / NEDCO in Techiman as a case study. The study examines the kind of communication that takes place between VRA / NEDCO, PURC and the consumers in the Twimia / Koase and Tuobodom / Adantasi communities in Techiman. The study sought to identify the communication channels used by VRA/NEDCO in communicating with their publics. The study also examined how Grunig and Hunt’s models of public relations are applied in the communication between VRA / NEDCO and its publics. The study further examined the perspectives of consumers on how communication between VRA / NEDCO and its publics can be improved to enhance quality service delivery. This study was underpinned by the dialogic communication and the relevance theories of public relations and was anchored on single case study using in-depth interview and focus group discussions as the data collection methods. The study was to find out from the customer service officer of VRA / NEDCO and the consumers in the two understudy communities, how they managed communication with each other, the kind of communicator roles the customer service officer of VRA / NEDCO performed and which of the Grunig and Hunt’s models of public relations are applied in his communication with the publics. The findings showed the customer service officer of VRA / NEDCO mostly applied one-way public information model in their communication process to the detriment of the more acceptable two-way symmetrical model. The study recommends that VRA/ NEDCO should constantly organize community engagement to enable the company have face- to - face interaction with its publics to facilitate a two-way communication with its publics. Management of VRA / NEDCO should consider establishing community information centres in the communities, to serve as the first point of call to community members and help to collate consumers concerns for the company and the vice versa.