Evaluating the Communication Strategies Employed by the Lebanese Community to Implement a Viable Scholarship Scheme Whilst Creating Visibility in Ghana: A Case Of GIJ

Abstract

Using GIJ as a case study, this study was carried out to evaluate the communication strategies used by the Lebanese community to implement a viable scholarship scheme while gaining visibility in Ghana. The study relied on the strategic communication framework, evaluation, and excellence theories to explain their relevance to the scheme's success. A mixed-methods approach was used in the study. The respondents for the qualitative and quantitative studies were sampled using the purposive sampling technique and the simple random sampling technique, respectively. The study's qualitative data was gathered through in-depth interviews with the Lebanese Ambassador to Ghana and the Rector of GIJ, while the quantitative data was gathered through survey questions administered to 150 GIJ students. Overall, the study found that the key communication strategies used by the Lebanese community to reach their target audience and implement a viable scholarship scheme are media relations, stakeholder engagement, interpersonal communication, and event management. However, according to the study's findings, these communication strategies were ineffective for implementing a viable Lebanese scholarship scheme, necessitating the development of a strategic communication plan for the Lebanese community. The study eventually developed an effective communication strategy for the community. The conclusion drawn from the study shows that in order for the communication strategies to be effective, they must be evaluated on a regular basis to ensure an excellent project outcome. The study recommends that future research should expand the sample population to include respondents from all the beneficiary schools.