Pre-communication strategies of selected NGOS in community development projects a stakeholder approach

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.