PIAC Communication Strategy

EXECUTIVE SUMMARY
The communication strategy for the Public Interest and Accountability Committee (PIAC) aims to enhance awareness and understanding of PIAC’s mandates, activities, and contributions in promoting transparency and accountability in the management of petroleum resources in Ghana. This strategy has been developed based on extensive stakeholder analysis, a thorough situational review of PIAC’s strengths, weaknesses, opportunities, and threats, and the findings of a public perception survey conducted across 11 regions and 12 districts across the nation, which yielded valuable insights into the public’s awareness, knowledge, and
perceptions of PIAC.
The perception study revealed significant findings that guided the development of the communication strategy.
Firstly, it was identified that while there is a high level of awareness regarding the oil and gas sector in Ghana, the awareness of PIAC specifically is relatively low, with only 22% of respondents indicating knowledge of the Committee. Moreover, the study highlighted a limited understanding of PIAC’s mandates
and role in promoting transparency and accountability in petroleum revenue management among the public.
To address these issues and enhance public perception, the communication strategy focuses on several key initiatives, including proactive engagement with Ghanaians on social media, live web broadcasts of PIAC events on various platforms, and comprehensive mailings to stakeholders and event attendees to increase the visibility and accessibility of PIAC’s activities. Furthermore, collaborations with information
service officers at the district level, engagement with traditional media outlets, and targeted outreach to market centers will foster stakeholder relations and expand reach across different segments of the population.
The strategy also emphasizes the importance of tailoring communication efforts to different
educational backgrounds. Through the development of interactive content, the utilization of mobile text bursts, and the establishment of PIAC Information Boards at district offices, PIAC aims to address the knowledge gap and ensure information is effectively disseminated to individuals with varying levels of
education.

The expected outcomes of the communication strategy include a 30% increase in awareness among high-level individuals, an 18% increase among mid-level educated individuals, and a 16% increase among low-level educated individuals who are aware of PIAC. The strategy also incorporates a comprehensive monitoring and evaluation plan to assess the effectiveness of communication initiatives and ensure progress towards the expected outcomes. Key indicators include social media interactions, webinar attendance, media coverage, stakeholder engagement, and feedback received. Regular evaluation and adjustments will be made to optimize the strategy’s impact and address emerging communication needs.