By Valentia Tetteh
Economic crises do not only test a country’s fiscal strength; they also test the credibility, transparency, and empathy of government communication. How governments communicate during periods of hardship, uncertainty, and declining public trust is critical.
For a Master’s thesis in Strategic Public Relations Management at the University of Media, Arts and Communication, Institute of Journalism, the study examined how the Government of Ghana communicated during the 2022–2024 economic crisis and how those strategies shaped public understanding, media narratives, and trust in institutions.
The research, titled “Crisis Communication During Economic Downturns: Analysing Government Response Strategies During Ghana’s 2022–2024 Economic Crisis,” explored how communication influenced public perception during the crisis.
Hybrid communication strategy
The study found that government communication during the period followed what can be described as a hybrid strategy.
First, many official messages attributed the crisis to external shocks, particularly the impact of the COVID-19 pandemic and the Russia-Ukraine war. These explanations highlighted global supply chain disruptions, rising fuel prices, and inflation affecting economies worldwide, including Ghana.
While valid, these narratives were often perceived by citizens as shifting attention away from domestic policy challenges and structural economic issues.
Second, communication frequently relied on technocratic explanations of policy decisions. Measures such as fiscal consolidation, negotiations with international financial institutions, and the Domestic Debt Exchange Programme (DDEP) were often presented using technical economic language.
Although clear to policymakers and experts, these explanations did not always translate into relatable terms for the general public.
Third, official messaging emphasised resilience and progress, highlighting efforts to stabilise the economy, restore investor confidence, and implement reforms. However, this approach sometimes appeared disconnected from the lived experiences of citizens facing rising costs and reduced purchasing power.
Gap between messaging and public perception
One of the key findings was the growing gap between official communication and public perception.
Civil society organisations, sections of the media, and economic analysts frequently challenged government narratives. Public protests and intense media debates reflected frustration among citizens who felt their hardships were not adequately acknowledged.
The Domestic Debt Exchange Programme (DDEP) became a defining moment. Inconsistencies in early communication created uncertainty among bondholders and pension groups, heightening public anxiety.
This highlighted a critical lesson: when communication is delayed or inconsistent, public trust can erode quickly—even when policies are necessary. Rebuilding that trust during a crisis is difficult.
Why this matters
The global economic environment remains unpredictable. Geopolitical tensions, including conflicts in the Middle East and elsewhere, continue to threaten energy markets, trade routes, and economic stability.
For countries like Ghana, such developments could again affect inflation, fuel prices, and overall economic stability.
This raises an important question for policymakers: not only what policies should be implemented, but how those decisions should be communicated to citizens.
Crisis communication is no longer just a public relations function; it is central to governance and democratic accountability.
Key lessons for government communication
The study highlights several lessons:
- Transparency must be consistent and proactive: Delayed or incomplete communication creates room for speculation and misinformation.
- Empathy should come before policy justification: Acknowledging citizens’ struggles strengthens credibility.
- Policies must be explained in accessible language: Clear and relatable messaging improves public understanding.
- Inter-agency communication must be coordinated: Conflicting messages weaken public confidence.
- Messaging must reflect lived realities: Credibility depends on alignment with citizens’ experiences.
- Strengthening communication capacity
The research recommends strengthening strategic communication capacity across government institutions.
Crisis communication should not be an afterthought. Governments must invest in professional communication teams, data-driven strategies, and structured frameworks to guide responses during national crises.
Institutions responsible for economic governance; including finance ministries, central banks, and information ministries, should integrate communication planning into policy implementation.
Moving forward
Economic crises will continue to occur. However, the success of government responses will not be judged solely by economic indicators, but also by how effectively leaders communicate during uncertainty.
Transparent, empathetic, and coordinated communication is essential for sustaining public trust, social stability, and democratic legitimacy.
Strong communication builds strong institutions, and strong institutions build resilient nations.
