Perception on the effectiveness of communication strategies employed in managing COVID-19 pandemic in the greater Accra Region, Ghana

Abstract

Communication is critical in managing health crises. Where there is poor communication, crisis management in the health sector becomes a challenge. This research examined the views of Ghanaians on the effectiveness of communication strategies government adopted for managing COVID-19 using Greater Accra Region as a case. A total of 422 respondents completed a questionnaire on communication strategies. Frequencies, percentages, means, standard deviation and Kruskal-Wallis were used for analyzing the data obtained. The study revealed that diverse communication strategies including awareness creation, public education, advocacy communication, entertainmenteducation and behavior change communication were used for managing the pandemic. However, unlike awareness creation and public education which were perceived as effective strategies, advocacy communication, entertainment-education and behavior change communication were regarded as generally ineffective in managing the pandemic. There were no significant differences in the views of respondents on the effectiveness of communication strategies adopted for managing the pandemic despite differences in their educational backgrounds. Respondents believed that illiteracy, language barrier, cultural and religious beliefs, and unclear compliance procedures were challenges to effective communication of the pandemic. Researchers recommend that the Ministries of Information, Health, Local Government and Rural Development, and Gender and Social Protection collaborate with the media and the National Commission for Civic Education to design tailor-made advocacy, behavior change communication and entertainment-education campaigns to alter long-held beliefs and practices which could impede government’s efforts in managing health crises including COVID-19 pandemic.