By Gigi Marino

In fall 2023, University of Florida College of Journalism and Communications (UFCJC) Public Relations Lecturer Christine Bucan received an unexpected invitation. The UF College of Design, Construction and Planning (DCP) was organizing a small team to travel to Ghana to conduct management training for Genser Energy, a U.S.-incorporated energy company with operations in West Africa. They needed someone with communication expertise.

Bucan’s extensive international experience made her an ideal candidate for this project. Before joining UF two years ago, she was executive vice president at Miami-based agency Beber Silverstein and managed public relations for global companies such as American Airlines, Mercedes-Benz and McDonald’s. Her international experience includes running her own PR firm in Prague and advising the Prime Minister of Croatia. This diverse background enabled her — appreciating the delicate balance between advocacy and cultural sensitivity — to adapt her communication strategies effectively in Ghana.

Despite her global expertise, Bucan had no background in the oil and gas industry. “I quickly got to work and thoroughly researched Genser’s website and LinkedIn presence to gain a better understanding of their business and the company culture,” she said. “I even met with a Ph.D. student from Ghana to gain insights into the country.”

The consummate communicator, intensely curious about society and culture, Bucan asked the Ghanaian student about hot-button topics in his country. He informed Bucan about contentious issues, including new laws making it illegal to identify as LGBTQ+. This gave her insight into how certain societal topics, often addressed publicly by companies in the U.S., are viewed differently in Ghana.

“Research in the U.S. indicates that people, especially younger generations, want businesses to take stands on social issues,” Bucan explained. “But I quickly learned that in Ghana, this practice is not common or expected.”

These insights reinforce the importance of adapting communication strategies for different cultural contexts. Bucan teaches these lessons in her classroom. She posed to students the question, “When is it appropriate for businesses to comment on social issues such as the war in Gaza, COVID-19 vaccines or LGBTQ+ rights?” The ensuing conversation about what makes a subject culturally acceptable in different public and private spaces sparked a spirited debate about global perspectives in PR.

Bucan maintained that classroom energy when she traveled to Accra, Ghana, in May 2024. The UF contingent included DCP dean  Chimay Anumba, DCP alumna Sabah Azhar and independent oil and gas engineer Paul I. Ohaegbu, who covered information and knowledge management, project management and financial management and reporting.

The training brought together a diverse group of 15 Genser employees from various departments, including legal, finance and power plant operations. Participants ranged from early-career professionals in their 20s to seasoned experts in their 40s. Bucan covered a wide range of topics, emphasizing the importance of internal communication, stakeholder engagement, crisis management, corporate trust and reputation, corporate social responsibility and environmental, docial and governance initiatives.

“We even created a crisis scenario relating to a hypothetical accident at one of their power plants,” Bucan explained. “I gave them the situation, had them break into groups, and asked how they would handle it. They were really competitive and engaged in developing strategies to rebuild trust in the community.”

The experience was a blend of professional exchange and cultural immersion. Bucan said, “The sessions were not just about imparting knowledge; they were about building bridges of understanding and respect.”

Genser founder and CEO Baafour Asiamah-Adjei expressed his appreciation. “Christine and her colleagues brought a wealth of knowledge and a fresh perspective that will help us enhance our management practices and communication strategies,” he said.

Bucan’s experience reinforced the need to learn about communities before formulating a communication strategy. “What I will share with my students is the importance of not making assumptions and seeking local insights before formulating a communications plan when working in markets that you are not familiar with,” she said. “It’s important to understand and respect local customs, traditions and social norms. Cultural insensitivity can lead to misunderstandings and offend local audiences. It can also prove hugely beneficial to form strategic partnerships with local organizations and leaders to enhance credibility and gain acceptance when entering new markets or embarking on a new project.”

Bucan’s Ghana experience is a testament to the power of cross-cultural exchange and the critical role of strategic communication in today’s global world. As she continues her work at UF, she remains committed to fostering international understanding and collaboration. “This was an incredible experience, and I look forward to more opportunities to learn and share.”

Posted: June 25, 2024
Category: College News, Faculty Profiles, Profiles
Tagged as: Christine Bucan, Genser, Ghana