By Peter Martey AGBEKO, APR
Public relations (PR) is an essential aspect of modern communication, playing a pivotal role in shaping the narratives and reputations of organisations, individuals, and nations.
In Ghana, the field of PR has grown significantly over the years, with numerous institutions offering courses and many practitioners contributing to its evolution.
However, as the world becomes increasingly globalised and interconnected, questions arise about the adequacy of the PR curriculum, the alignment of teaching methods with international standards, and the critical link between theory and practice.
This article delves into these concerns and explores the way forward for PR education and practice in Ghana.
The current state of PR education in Ghana
In Ghana, public relations is taught in numerous tertiary institutions, including universities and professional training colleges. Programmes range from diploma and undergraduate degrees to postgraduate studies.
The curriculum typically includes courses on media relations, corporate communication, crisis management, research methods, and ethics.
While these topics cover fundamental aspects of PR, there is growing concern that the curriculum may not be comprehensive enough to meet the demands of the modern PR landscape.
Emerging areas such as digital communication, data analytics, influencer marketing, and artificial intelligence (AI) in PR are often given insufficient attention or omitted entirely. This raises questions about whether graduates are adequately prepared for the realities of the field.
Alignment with International Standards and best practices
Globally, PR has undergone significant transformation, with a greater emphasis on strategic communication, integrated marketing, and digital technologies. Internationally recognised bodies like the International Public Relations Association (IPRA), Public Relations Society of America (PRSA) and the Chartered Institute of Public Relations (CIPR) emphasise continuous professional development and the adoption of global best practices. However, in Ghana, PR education and practice often lag behind these trends.
Many PR programmes in Ghana still rely heavily on outdated textbooks and traditional lecture-based teaching methods. Interactive and experiential learning approaches, such as case studies, simulations, and the use of real-world scenarios, are often underutilised.
Moreover, the lack of collaboration between academia and industry means that students are not exposed to the dynamic and practical aspects of the profession until after graduation.
The theory-practice gap
The gap between PR theory and practice is a persistent challenge in Ghana. While academic programmes focus on theoretical frameworks and concepts, practitioners often encounter practical challenges that require creative problem-solving and adaptability.
Internship opportunities, which could serve as a bridge between theory and practice, are not always well-structured or mandatory in many institutions. This results in a disconnect, with graduates entering the workforce ill-equipped to handle real-world PR tasks such as crafting effective campaigns, managing crises, or leveraging digital tools for communication.
Recommendations for bridging the gap
To address these challenges, a multi-faceted approach is needed:
- Curriculum Revision: Educational institutions must regularly review and update their PR programmes to include emerging trends such as digital communication, data analytics, and the use of AI in PR. Collaborating with international PR bodies can help ensure that the curriculum meets global standards.
- Industry-Academia Collaboration: Strong partnerships between academia and industry can provide students with practical exposure. Guest lectures, workshops, and mentorship programmes involving seasoned practitioners can enrich students’ learning experiences.
- Mandatory Internships: Institutions should integrate mandatory and well-structured internship programmes into their curriculum, ensuring that students gain hands-on experience before graduation.
- Interactive Teaching Methods: Educators should adopt interactive teaching approaches, such as case studies, simulations, and live projects, to help students develop critical thinking and problem-solving skills.
- Professional Development: Continuous learning opportunities, such as certification programmes, seminars, and international conferences, should be encouraged for both students and practitioners to stay abreast of global trends.
- Investment in Resources: Institutions must invest in modern resources, such as digital labs and industry-standard tools, to equip students with the skills needed for today’s PR landscape.
The way forward
The future of PR teaching and practice in Ghana lies in embracing innovation and fostering stronger connections between theory and practice. By updating the curriculum, adopting modern teaching methods, and enhancing collaboration between academia and industry, Ghana can produce a new generation of PR professionals who are well-equipped to compete on the global stage.
Public relations is not just about managing reputations; it is about creating value, building trust, and driving change. As Ghana continues to develop its PR education and practice, it is imperative to ensure that the next wave of practitioners can navigate the complexities of the profession with competence and confidence.
About the writer
Peter is a seasoned communication specialist who, until July 2023, led the public relations department at the Ghana Standards Authority. He is a distinguished member of the Institute of Public Relations, Ghana, and serves on its Governing Council.
In addition to his affiliation with the International Public Relations Association (IPRA), Peter is a proud member of the Public Relations Society of America (PRSA). His dedication to the field is further evidenced by his membership in the Ghana Journalists Association (GJA), where he has contributed significantly by serving on the awards committee in 2017, 2018, and 2019.
Peter’s commitment to the GJA extends to his role on the Elections Committee, where he served as the Secretary from 2020 to 2022. Before these engagements, he held the esteemed position of the inaugural Director of the Ghana International Press Centre from 1992 to 1995.
Within the realm of international recognition, Peter has served as a Judge for the Golden World Awards for Excellence organised by IPRA in 2021, 2022, and 2023.
These prestigious awards acknowledge and applaud outstanding public relations programs on a global scale. Each year, a panel of seasoned communication professionals evaluates entries and selects the most exemplary for inclusion in the short-list.
He is an alumnus of St. Augustine’s College, Cape Coast (APSU ‘80), and the Ghana Institute of Journalism (GIJ ‘87). He further enhanced his expertise by earning an MSc in social development planning and management from Swansea University, UK.
