Public Relations as an Instrument of Good Governance: Structural Models and Challenges in Smaller States
Author(s): Dr. Pesara Venu Gopal Reddy
Publication #: 2611005
Date of Publication: 07.06.2026
Country: India
Pages: 1-13
Published In: Volume 12 Issue 3 June-2026
Abstract
Government often dismisses public relations (PR) as publicity, yet in smaller states it can serve as a practical instrument of good governance. This paper examines how Information and Public Relations (I&PR) machinery supports transparency, participation, responsiveness, and accountability in India's smaller states, where compact populations, difficult terrain, and thin administrative capacity shape communication needs. It draws on Grunig and Hunt's four models of public relations, Excellence Theory, and on the characteristics of good governance from the United Nations Development Programme, to create a typology of three structural models: the publicity directorate model, the digital-citizen interface model, and the networked community model. The analysis is qualitative and document-based and triangulates the departmental manuals, the records of e-governance, and Public Affairs Index 2020 scores for small states. It clearly concludes that a well-established I&PR department is not enough for governance quality. The outcomes are dependent on whether the function reports to decision-makers, practices two-way communication, and is connected to service delivery systems. The main challenges are single-direction communication, the technical positioning of practitioners, limited research and evaluation, the digital and geographic divide, and political capture. The paper ends with a strategic framework and policy suggestions for enhancing the mechanism of PR as a device of governance in smaller states in India.
Keywords: public relations; good governance; smaller states; government communication; transparency; e-governance; India.
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