Abstract:
This research examines the pre-communication strategies employed by two Non
Governmental Organizations (NGOs) in the Greater Accra Region, specifically
focusing on their community development projects. Utilizing stakeholder and
participatory theories, the study investigates the characteristics and implications of
these strategies. Data were collected through observations and interviews. Findings
indicate that the NGOs prioritize the identification of primary and secondary
stakeholders, conducting comprehensive stakeholder analyses that consider factors
such as power, influence, demographics, and needs. The NGOs engage in a variety of
activities, including collaboration with community leaders, interaction with donors and
partners, social media engagement, and face-to-face communication. These strategies
are vital for assessing community needs, enhancing stakeholder understanding,
reducing operational costs, fostering community belonging, and building trust. The
thematic analysis reveals the complexities inherent in NGO-community interactions,
offering critical insights for improving communication strategies within community
development initiatives. This study employs a qualitative research approach and a case
study design.
Description:
A dissertation in the Department of Development Communication,
School of Communication and Media Studies, submitted to
the School of Graduate Studies in partial fulfillment of the
requirements for the award of the degree of
Master of Arts
(Development Communication)
in the University of Education, Winneba
