The Vice-Chancellor of the University of Media, Arts and Communication (UniMAC), Prof. Kwamena Kwansah-Aidoo, has argued that “Professional credibility is key to public relations (PR) work”.
Transparency, authenticity, flexibility, creativity, and ethical behaviour, in his opinion, were critical in establishing and maintaining credibility.
He was speaking at the second edition of UniMAC – Ghana Institute of Journalism (GIJ) practitioners’ conference in Accra yesterday (Monday, July 17, 2023).
Academics, staff, and students from GIJ were among those who took part.
It was part of the activities commemorating World Public Relations Day, which will be held on July 16, 2023, with the theme “Harnessing the Power of PR.”
He told the participants that “the role of PR professionals is not just about constructing messages or managing crisis. It is about embracing responsibility, accountability and integrity in everything we do.”
He continued by pointing out that PR professionals were at the centre of communication efforts that ultimately shaped the public’s understanding, perception, and influence.
“PR practitioners have harnessed the power of communication to challenge the status quo, break down barriers and foster understanding in a world that is often engulfed in acrimoniously divisive shenanigans,” the VC noted.
Esther Cobbah, CEO of Stratcomm Africa, stated on behalf of the organisation that the changing nature of PR practice in the nation had led practitioners to place a greater emphasis on digital than other communication channels.
But according to her, concepts like strategy, planning, analysis, and content creation are still relevant in public relations.
By: Rainbowradioonline.com/Ghana
