A Comparative Study of Strategic Public Relations Practices in Nigeria and Ghana: Testing the TDC Model
Keywords:
Cultural Adaptation,, Data-Driven, TDC Model, Public Relation, Transparency, Ghana vs NigeriaAbstract
Public relations practice in Africa is often guided by western models that fail to account for cultural and
institutional realities. This study comparatively examined strategic public relations practices in Nigeria and
Ghana through the lens of the TDC Model: Transparency, Data-Driven Communication, and Cultural
Adaptation. Using an explanatory sequential mixed-methods design, data were collected from 300 public
relations professionals, 150 from Nigeria and 150 from Ghana, and 12 in-depth interviews. Stratified random
sampling was used across 3 regions in each country. Quantitative data were analyzed using SPSS v28 through
descriptive statistics, T-Test, Correlation, and Multiple Regression. Qualitative data were analyzed
thematically using NVivo 14. Findings revealed that transparency, data-driven communication, and cultural
adaptation significantly predict stakeholder trust. Ghana scored significantly higher on trust, transparency, and
data-use, while Nigeria scored significantly higher on cultural adaptation. Qualitative findings explained that
Ghana’s advantage stems from higher institutional trust and media fact-checking, while Nigeria’s stems from
stronger reliance on traditional gatekeepers and multi-language engagement. The study concludes that the TDC
Model is valid in both countries but requires different weightings. It recommends country-specific PR
strategies and the adoption of the TDC framework by NIPR Nigeria and IPR Ghana. This study contributes to
PR theory by providing the first empirically tested comparative model for West Africa.
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