A Reflection by Richard Quashigah
The recent clearance of structures along the beachfront adjacent to Labadi Beach Hotel and La Palm Royal Beach Hotel has understandably generated strong reactions from many quarters. Some have applauded the exercise as a necessary step towards reclaiming public space and protecting important national assets. Others see it as a painful disruption to the lives and livelihoods of ordinary people who depended on the area for their daily survival.
As someone who has spent more than three decades in media, public affairs and stakeholder engagement, I have learnt that issues of this nature are rarely black and white. More often than not, they sit within shades of legitimate competing interests. In such situations, our responsibility is not to choose one side and dismiss the other. Rather, it is to seek understanding, balance and solutions.
At the centre of this matter are two important realities that deserve equal consideration.
The first is SSNIT’s obligation to safeguard investments entrusted to it by Ghanaian workers and pensioners. The second is the economic hardship experienced by members of the La community whose livelihoods have been affected by the exercise.
Both realities matter.
The Pensioner’s Interest Matters
There should be no misunderstanding about SSNIT’s mandate.
The Trust exists to protect and manage resources contributed by millions of Ghanaian workers throughout their productive years. Assets such as Labadi Beach Hotel and La Palm Royal Beach Hotel are not mere commercial properties. They are investments intended to generate returns that support pensions and provide long-term value for contributors.
For that reason, SSNIT cannot afford to be indifferent when activities around such investments threaten their sustainability, attractiveness or operational efficiency.
In communication, perception is important, but responsibility is even more important.
If the Trust believes that unauthorised developments, environmental degradation or security concerns are affecting assets under its care, it has every right, and indeed a duty, to take steps to address those concerns.
Many contributors would rightly ask difficult questions if SSNIT failed to act and those investments subsequently lost value.
That perspective deserves acknowledgement.
The Community’s Concern Matters Too
However, there is another side of the story that should not be overlooked.
Behind every demolished structure is a human story.
A trader trying to support a family.
A food vendor paying school fees.
A young entrepreneur creating income where formal opportunities may be limited.
When we discuss encroachment, we must also recognise the faces behind the terminology.
For many years, these informal economic activities became part of the social and commercial environment around the beachfront. Whether rightly or wrongly, people built expectations and livelihoods around their continued presence.
That does not necessarily give legal legitimacy to the structures. What it does require, however, is sensitivity to the social consequences of enforcement actions.
In public administration, legality and legitimacy are not always the same thing. Sometimes an action may be legally justified, yet still leave affected communities feeling unheard or excluded.
This appears to be one of those situations.
The Stakeholder Engagement Question
What particularly interests me about this matter is the communication dimension.
Throughout my years in public relations practice, one lesson has remained constant: stakeholders do not like surprises.
People are often more willing to accept difficult decisions when they understand why those decisions are necessary and when they feel they have been respected throughout the process.
That is why reports suggesting that key local stakeholders, including the Member of Parliament for La Dadekotopon, Hon. Rita Naa Odoley Sowah, traditional leaders and sections of the community, may not have been adequately engaged before the exercise raise important questions.
It is important to emphasise that consultation is not the same as seeking approval.
A public institution does not surrender its mandate when it consults.
Consultation simply acknowledges that stakeholders have a legitimate interest in decisions that affect them.
Good stakeholder engagement allows concerns to be identified early, expectations to be managed and opportunities for collaboration to emerge.
Many potentially contentious situations become less confrontational when communication starts early enough.
Relationship Building is Not an Afterthought
One of the mistakes institutions sometimes make is treating communication as the final stage of a process.
A decision is taken.
An action is implemented.
Then communication begins.
Effective public relations works the other way around.
Communication must form part of the planning process from the beginning.
The purpose is not necessarily to avoid disagreement. Disagreement is natural. The purpose is to build understanding and trust before difficult decisions are executed.
When stakeholders feel respected, even uncomfortable decisions become easier to manage.
When they feel excluded, even well-intentioned decisions can generate resistance and suspicion.
That is why I believe the conversation should move beyond whether the clearance was justified.
A more useful discussion is whether all relevant stakeholders were sufficiently engaged before the exercise took place and what lessons can be learned going forward.
Moving Forward Together
The way forward should not be framed as a choice between protecting investments and protecting livelihoods.
As a country, we should be capable of doing both.
If the beachfront must be restored and protected, then serious consideration should also be given to practical support measures for those whose sources of income have been disrupted. Relocation options, skills training, enterprise support programmes and collaboration with local authorities can help cushion the impact on affected families.
Ultimately, development is most sustainable when it brings people along rather than leaving them behind.
The events at La Beach offer an important reminder that stakeholder engagement is not a public relations ritual. It is a governance necessity.
Institutions earn trust not only through the decisions they make, but also through the way those decisions are made.
And in moments such as these, trust can be just as valuable as the assets we seek to protect.
About the Author
Richard Quashigah is a lecturer in International Public Relations and Public Relations Strategy & Campaign Planning, a leadership management consultant, and a communications professional with over 30 years of experience in media, public relations and strategic communication. His interests include stakeholder engagement, governance, leadership development and reputation management.
