A framework of strategic integrated communication of banks in Accra, Ghana

Abstract

The concept of SIC in the banking circle specifically in Ghana and generally in Africa has raised concerns for research because it concerns the management of the processes of communication strategies to achieve communication goals. Previously, the banking reports of Ghana required that the stakeholders of industries be well-informed using the comprehensive communication plan; however, it appears that different trends of communication strategies have been adopted recently. To this end, this study explored 3 banks operating in Accra to determine their strategic integrated communication practices with stakeholders. Using the Media Richness Theory and the Two-Way Symmetrical Model of Communication, the study analysed data obtained through in-depth interviews from staff of the banks and some documents accessed from the banks. The findings indicated that the banks need to review strategies for client satisfaction and loyalty as an output of strategically integrating communication efforts. The study concludes that bank interactivity must be conducted strategically and efficiently to achieve the best communication results.