A group of nine Level 300 Public Relations students from the University of Professional Studies, Accra (UPSA) had the unique opportunity to engage with seasoned PR consultant and journalist, Peter Martey Agbeko, at the Ghana International Press Centre on Friday, March 28, 2025.
The interactive session was a key component of their academic journey, providing practical insights into the field of Public Relations.
The engagement, which formed part of a group assignment, allowed the students to interview Mr. Agbeko, gaining firsthand knowledge of the industry’s intricacies. Opening the session, Mr. Agbeko introduced himself and invited the students to do the same, setting the stage for a dynamic exchange of ideas.
Understanding Journalism and Public Relations
Mr. Agbeko began by defining journalism and public relations, highlighting the distinction and synergy between the two disciplines. He described journalism as “Any authored text, in written, audio or visual form which claims to be. (i.e. is presented to its audience as) a truthful statement about, or. record of, some hitherto unknown (new) feature of the actual, social.” Public relations, on the other hand, he explained, is “a decision-making management practice tasked with building relationships and interests between an organization and its publics, based on the delivery of information through trusted and ethical communication methods.
“He further elaborated on the functions of the media, emphasising its roles in politics, economics, entertainment, social discourse, record-keeping, marketplace dynamics, and agenda-setting.
The Relationship Between PR and Journalism
In response to students’ questions about dealing with journalists, Mr. Agbeko underscored the importance of transparency, credibility, and mutual respect. He emphasised that journalists and PR professionals are both storytellers, shaping narratives with distinct but complementary objectives. While journalists are in the business of disseminating information to society, PR practitioners focus on shaping the image and reputation of organisations and their clients..
He shared his experiences, recalling moments of successful collaboration with ethical journalists and the challenges posed by sensationalism and misinformation. He stressed that trust and open communication are key to fostering a productive relationship between PR practitioners and the media.
Keys to Effective Communication and Writing
The discussion also covered effective communication, with Mr. Agbeko introducing the five C’s—Clarity, Consistency, Creativity, Content, and Connection. He illustrated the importance of clarity using the famous Colombian scholar’s statement: “I hit him in the eye yesterday,” demonstrating how the placement of the word “only” changes the meaning of the sentence.
To encourage the students in their writing skills, he advised them to practice writing regularly, seek feedback, and refine their craft. He also recommended that they practice public speaking by reading aloud in front of mirrors or recording themselves for self-evaluation.
The Pillars of Good PR
Reinforcing the fundamentals of the profession, Mr. Agbeko reminded the students that good PR does not happen by chance but is Deliberate, Planned, Indirect, and Sustained. He urged them to be intentional in their approach, always maintaining ethical standards and strategic communication practices.
Encouraging Professional Growth
To conclude, Mr. Agbeko engaged the students on their motivations for studying Public Relations, urging them to embrace the field with passion and dedication. He encouraged them to build strong relationships with journalists, as these connections are invaluable in their careers.
He also emphasised the importance of professional growth, advising them to join the Institute of Public Relations (IPR) student chapter at UPSA and actively participate. He outlined the IPR membership structure, explaining how they could advance from student membership to Associate, Intermediary, and eventually attain full APR status through exams and professional development.
The interactive session proved highly beneficial, with the students gaining practical knowledge and inspiration to navigate their future careers in PR. Mr. Agbeko assured them of his continued support and mentorship, underscoring his commitment to nurturing the next generation of public relations professionals.
