By Israel A. Norshie
When I first embarked on my career in Public Relations (PR) after completing my degree in marketing, I was captivated by the perceived prestige and glamour of the field. My initial experience left me envisioning a life filled with TV and radio interviews, writing press releases, sharp attire, attending elite functions with endless photo opportunities.
However, seven years into this journey, I’ve come to realize that PR is far more complex and demanding than I initially imagined. Today, I am a PR Specialist at Karpowership Ghana, a role I thank God for daily due to the opportunity it offers me to learn and grow.
I have learned that PR is a strategic, multifaceted profession that requires substantial groundwork before any glamour surfaces. It demands strategic thinking, thorough research, emotional intelligence, and exceptional people skills to truly excel.
I owe my progress to hard work and, more importantly, to the mentorship and guidance I’ve received. I am deeply grateful to my boss and mentor, Sandra Amarquaye – communications manager at Karpowership Ghana, for her invaluable teaching and nurturing.
Throughout my career, I have taken some memorable photos, attended elite events, and engaged in significant behind-the-scenes work. In this write-up, I aim to share some valuable lessons I’ve learned on this journey, spanning diverse industries, including consulting for top brands and institutions, education, and the energy sector – specifically Karpowership Ghana, an independent power-producing company whose operations impact both the macro and micro economy of our country.
Lesson 1: Be a Good Communicator
Mastery in both written and verbal communication is an essential lesson I have picked up along the way. I have learned to craft clear, engaging, and persuasive messages, and effectively identify suitable channels and deliver them to various audiences. As John Powell puts it, “Communication works for those who work at it.” I have learned to work on improving my communication, and it’s working for me.
My baptism of fire was when a major event we were to host almost got cancelled due to a lack of clear communication regarding venue bookings. I erred by not connecting and communicating with all stakeholders together. But through clear communication and proactiveness, our team resolved the issue and we proceeded to have a beautiful event. I have since learned to communicate using the right channels, connecting stakeholders while doing so.
In PR, this skill is indispensable, as it involves not only crafting messages but also listening, connecting and responding appropriately to stakeholders.
Lesson 2: Building and Managing Relationships
Building and maintaining strong relationships with all stakeholders matters most – the community, opinion leaders, journalists and influencers. This involves understanding their needs, listening to them, pitching relevant stories, and securing positive media coverage for my company.
Overtime, media persons have been one of our trusted sources of information on upcoming happenings as well as the people who give us positive publicity. Their timely tip-offs on steaming stories before it hits mainstream media have helped us better prepare to engage and respond.
I remember how a call to one community leader ended our team’s stress and efforts to get about 100 stakeholders under one roof for a crucial engagement. More importantly our stakeholders have given my company the social license to operate in the community and be profitable due to the win-win relationship we have cultivated through continuous community and stakeholder engagements.
Lesson 3: Strategic Thinking
Strategic thinking has been instrumental in our positioning and in crafting PR initiatives that effectively address specific needs and challenges. Through brainstorming and creative thinking, we have gained a deep understanding of our organization’s goals, identified key stakeholders for partnership, and addressed stakeholder concerns with initiatives. This process has allowed us to develop initiatives that align with broader business objectives and deliver impactful solutions over time.
Our organization has established strategic partnerships and collaborations with reputable organizations and government agencies to execute meaningful and significant projects. One such example is our Girl Power Initiative which mentors and supports girls in engineering while encouraging high school students to pursue engineering courses. Along with scholarship programs and other projects, our initiatives are strategically aligned with SDG goals 4 and 5 which are significantly benefiting our stakeholders. The overwhelmingly positive feedback highlights the success of our strategic approach and the valuable partnerships we have cultivated.
Lesson 4: Agility
In a fast-paced work world, one needs to understand and be ahead of trends, ready to adjust and incorporate them into thinking and decision-making. Flexibility with our events and plans has saved us a great deal, as a little tweak in plans has yielded tremendous results to our benefit. Being ahead of the trends also placed us in a well-informed position to better advice management on trends and happenings.
Public Relations is constantly evolving, as is our audience. To excel and stay relevant, continuous learning is essential. Staying updated with industry trends and best practices keeps us ahead of the curve and enhances our ability to connect with our audience. Prioritizing ongoing education ensures our strategies remain innovative and impactful, giving us a competitive edge in the dynamic PR landscape.
The introduction of AI has shifted a lot of things, and as an organization, we have embraced it and are using the invention to augment our work. We believe that AI can’t take our jobs but will help us do our jobs best if we learn how to use it.
Lesson 5: Be Good at Research and Analysis
Conducting thorough research and analysing data to understand industry trends, audience behaviour, and the effectiveness of PR initiatives is important. Research has been the backbone of our initiatives at Karpowership Ghana, as our community assessments have pointed the organization to well-meaning projects like school renovations, timely donations and community support and empowerment programs for community dwellers.
Analysing data and feedback to make meaning has helped in communicating the impact of our projects, crafting our reports and identifying well-performing initiatives which have saved us time and resources. In Neil Armstrong’s words, “Research is creating new knowledge.” This new knowledge has helped us in making informed decisions backed by data overtime.
I have grown not only as a PR professional but as an individual. As I continue to navigate this dynamic field, I remain committed to excellence, ethical conduct, and the relentless pursuit of knowledge.
In the words of my mentor, Sandra Amarquaye, “Success in PR is not just about being seen; it’s about making impact and being remembered for the right reasons.”
By sharing these insights, I hope I have shed light on some of the things a PR career entails and inspired the next generation of PR professionals to strive for excellence beyond the surface.
The writer is a PR specialist with Karpowership Ghana, a member of IPR Ghana and a Chartered member – CIM-UK.
