Author: Peter Martey Agbeko, APR
Introduction: A Calling Beyond the Megaphone
In today’s information-saturated world, public relations (PR) has transcended its traditional role of mere publicity to become a powerful strategic communication tool that shapes perception, protects reputations, drives change, and creates long-term value. But what is public relations, really? And how can we meaningfully introduce students to this critical profession?
To the uninitiated, PR often conjures up images of press releases, media interviews, or crisis management. While these are parts of the practice, the discipline’s roots, its philosophy, and its transformative power go far deeper.
A Brief History: From Press Agents to Professional Partners
The origins of modern PR trace back to the early 20th century in the United States. One of its most recognised founding fathers, Edward Bernays, combined psychology and communication science to pioneer a new way of shaping public opinion. Dubbed the “father of public relations,” Bernays viewed PR not as manipulation but as an ethical process of fostering mutual understanding between organisations and the public.
Long before Bernays, however, the power of influence and image-making was evident in the work of Ivy Lee, another key figure who advocated for transparency and truth in dealing with the press. Lee’s famous “Declaration of Principles” laid the groundwork for ethical PR practice by insisting that businesses should inform and not deceive the public.
As the decades rolled on, PR evolved from a publicity-centered approach to a more holistic discipline focused on long-term stakeholder engagement. Emphasis shifted from getting attention to building trust.
Public Relations in Ghana: A Growing Profession with Local Roots
In Ghana, the PR profession began to gain formal structure in the post-independence era, with institutions such as the Ghana Institute of Journalism (GIJ) and the Institute of Public Relations (IPR), Ghana leading the way. The late 20th century saw the growth of in-house communication departments within key ministries and corporations like Ghana Cocoa Board, Volta River Authority (VRA), and the Ghana Broadcasting Corporation (GBC). Today, public relations plays a central role in the public and private sectors alike—from promoting government policy to protecting corporate brands in the age of social media.
The Four Models of PR: Understanding the Evolution
In the 1980s, scholars James Grunig and Todd Hunt introduced the Four Models of Public Relations, a framework that remains highly relevant for students and practitioners today:
Press Agentry/Publicity Model
Focus: Gaining attention, often through persuasion or sensationalism
Example: Political campaign rallies or promotional stunts
Ghanaian context: Some event organisers still focus solely on “hype” without concern for audience engagement or feedback.
Public Information Model
Focus: Dissemination of accurate, objective information
Example: Government press releases or educational campaigns
Ghanaian context: Ghana Health Service using public information to address COVID-19 protocols.
Two-Way Asymmetrical Model
Focus: Persuasion based on audience research, without changing organisational behaviour
Example: Corporate marketing campaigns targeting specific consumer preferences.
Ghanaian context: Telecom firms using data to shape offers, yet rarely adjusting services based on customer grievances.
Two-Way Symmetrical Model
Focus: Mutual understanding and dialogue to benefit both organisation and public
Example: Stakeholder consultations and feedback mechanisms
Ghanaian context: National Identification Authority’s stakeholder forums before rolling out the Ghana Card.
Misconceptions About PR
A key challenge in teaching PR is dispelling common myths:
Myth 1: PR is just spin.
Reality: Ethical PR aims to tell the truth and build credibility over time.
Myth 2: PR is only for the elite or big brands.
Reality: From student associations to local businesses, everyone needs reputation management.
Myth 3: PR is all about talking.
Reality: Listening—especially active listening—is just as vital.
Types of Public Relations
Students must also understand the various areas where PR operates:
Media Relations: Managing interactions with journalists (e.g., launching new government programmes through national dailies)
Corporate Communications: Internal and external messaging (e.g., banks explaining interest rate changes to customers)
Crisis Communication: Managing emergencies (e.g., handling reputational fallout from a major fuel station explosion)
Community Relations: Building goodwill locally (e.g., MTN Foundation’s support for education and health)
Public Affairs: Engaging with government and policy (e.g., CSOs advocating for anti-galamsey laws)
Guiding the Next Generation: Practical Advice for PR Students and Young Practitioners
As a trainer and practitioner, I offer the following practical guidance:
Understand the “Why”
Before learning how to craft a press release, understand why we communicate. What’s the objective? What change are we trying to drive?
Stay Ethical Truth, transparency, and accountability are the pillars of good PR. Never sacrifice integrity for attention.
Embrace Research
Whether conducting a perception audit or stakeholder analysis, informed communication is always more effective.
Develop Writing and Speaking Skills
Be it speeches, social media content, or opinion editorials, clear expression is your currency.
Think Visually
In a multimedia age, knowing how to pair words with images, infographics, or short videos is essential.
Use Real-World Case Studies
Learn from Ghanaian examples—both successes and failures. Study ECG’s customer communication during power outages or how Joy FM handles audience engagement etc.
Build Relationships
PR is not about broadcasting. It’s about cultivating meaningful connections—with media, communities, employees, and stakeholders.
Conclusion: Beyond the Classroom, Into the World
Public Relations is more than a profession—it is a commitment to clarity, credibility, and community. Whether you’re a first-year student or a young practitioner, know this: PR has the power to not only elevate brands but also foster national development, social cohesion, and civic dialogue.
As we train the next generation of communicators in Ghana and beyond, let us encourage them to see PR not just as a skill—but as a service. One that builds trust, creates value, and drives meaningful change.
