Strategic Communication Effectiveness in the Ugandan Health Sector: Do Relational Cohesion and Interaction Quality Matter?

Abstract

A strategic approach to communication streamlines the communication processes of an organization. In a setting of a wide range of stakeholders like the healthcare system, it is important to focus communication efforts to reach the different stakeholder groups and ensure common understanding and willingness to act by all the groups in order to achieve the organization mission. This study tested the effects of relational cohesion and interaction quality on strategic communication effectiveness in the Ugandan health sector. This study is premised on the commitment-trust theory to explain the relational bonds that are embedded in interactions that drive the audience to implement the action points in the messages received. The study adopted a cross-sectional survey with mixed methods, including triangulated quantitative data collected from 381 health organizations' audiences and qualitative data collected from 12 key informants. The results revealed that relational cohesion is a significant predictor of strategic communication effectiveness. The results further indicated that interaction quality is a partial mediator between relational cohesion and strategic communication effectiveness. Theoretical and policy implications are provided, and direct interactions like dialogues and one-on-one communication formats are recommended as the best communication strategies to achieve the organization mission.