In a bid to navigate the contemporary landscape of Public Relations (PR), the University of Media, Arts and Communication (UniMAC) New Year lecture unfolded the imperative for PR enthusiasts to embrace current trends and employ data-driven insights to navigate challenges and seize numerous opportunities in 21st-century PR practices.

Organized under the auspices of the Directorate of Research, Innovation, and Development (DRID), the research directorate at UniMAC, the lecture aimed to discuss industry and theoretical perspectives on PR practices and how they contribute to creating value for stakeholders.
Dr. Etse Sikanku, Director of DRID, who moderated the event said, the new year Lecture usually provides a unique platform that “features prominent speakers to address emerging trends, issues, concepts and practices within their field which are related to the university’s curriculum”. Additionally he stated that, it creates an engaging dialogue that not only keeps the academic community abreast of industry trends but also serves as a catalyst for innovative research endeavors. “… as a University, we are able to catch up with industry trends and have discussions that will provide insight and to generate some interest for research or inspire research within the university community. Our research must be Industry relevant and should be able to create a synergy between the industry and the university”. He explained.

Mr Mawuko Afadzinu, President, IPR Ghana & Head, Marketing and Communications, Stanbic Bank Ghana

Mr. Mawuko Afadzinu, President of the Institute of Public Relations Ghana (IPR-Ghana) and Head of Marketing and Communications at Stanbic Bank Ghana, a luminary in the PR field and the lead discussant for the webinar, advocated for a strategic approach in leveraging evolving trends within PR for optimal performance, greater impact, and the creation of value. He explained the crucial role of technology, emphasizing the need for PR practitioners to integrate digital platforms, social media, and data analytics into their strategies.

“The true PR Professional today needs solid data analytics to give them a good understanding of audience behavior, media trends, message performance, and also turn these insights and data into actionable strategies,” said Mr. Afadzinu. He added that data-driven PR would lead to organizations curating and building great reputations for their brands, resulting in optimum satisfaction for stakeholders.

He further highlighted the pivotal role data plays in giving value to an organization’s community, stating, “… the bottom line for many when it comes to data is also the ability it gives you to demonstrate the value you are generating for your organization and for your publics because at the end of the day when all is said and done, Public Relations is about value creation and equitable circulation of that value within your ecosystem.”

According to him, PR has undergone several phases and is no longer confined to press releases and traditional media. The current trends demand a digital-savvy approach. Social media, influencers, and data-driven insights are now crucial for effective PR campaigns.

The discourse, however, acknowledged that technological advancements pose numerous challenges. Mr. Afadzinu highlighted issues of information overload, the rapid pace of technological evolution, and constant scrutiny that organizations face in the age of Artificial intelligence and social media, adding that these challenges require PR professionals to be adaptable to current trends and be proactive in the digital realms, helping in managing reputational risks inherent to the PR landscape.

Although Mr. Afadzinu was positive about the future of PR, saying it is exciting and offers greater opportunities for PR enthusiasts, he did not shy away from the fact that there is going to be a major shift in the landscape. However, those who are astute enough to seize them will reap the benefits.

“Yes, there are opportunities, but there is going to be a strong tidal wave worse than what data might bring. But those who understand the task, who adopt digital technologies, who maintain ethical standards, who continue to find innovative ways to tell their stories and who listen so that they are able to co-create knowledge together with their publics are those who are going to make it,” he asserted.

Some Participants at the Webinar
The lecture concluded with a call to action, urging PR enthusiasts to not merely adapt but to lead in crafting the narrative of organizations in this fast-evolving century. As Mr. Mawuko Afadzinu provided participants with insights, it became evident that navigating the current evolution within the sector is not just a challenge but a mandate for those in the realm of Public Relations.

By Emmanuel Mensah-Praize