The Public Relations Department under the Faculty of Business and Strategic Communication (FoBSC) at the University of Media, Arts and Communication (UniMAC), partnered with the Global Media Alliance (GMA) to commemorate the World Public Relations Day (WPRD) with a festival on Thursday, July 16, 2026. The event was a major effort to align academic training with the fast-evolving realities of the communications industry.
The event, dubbed “The PR Dialogue,” took place, at the Silverbird Cinemas at the Accra Mall. Convened under the global theme “Reimagining PR” and a localised focus of “Connecting Learning to Practice,” the engagement session brought together leading industry practitioners, corporate executives, policymakers, and hundreds of students to deliberate on the future of strategic communication.
Laying the Foundation: Trust, Technology, and Identity
The event opened with a welcome address from Emma Wenani, the Chief Director of Global Media Alliance (GMA), setting a collaborative tone for the day’s discussions. She thanked participants for their support and commitment for making the event worthwhile and expressed the fact that, at the end of the session the main objectives of the event would be achieved, as seasoned PR practitioners “Reimagine PR by Connecting Learning to Practice”.
Delivering a special goodwill message, Dr. Victor Asare Bampoe, Chief Executive Officer (CEO) of the National Health Insurance Authority (NHIA), re-anchored the core purpose of the profession. “PR is not about managing reputation but building confidence, trust, and managing time among one another,” Dr. Bampoe stated. He emphasised the critical intersection of health and communication, adding, “in health where medicine is important, communication is also important.”
The transition from classroom theories to market realities emerged as a dominant theme. H.E. Baba Sadiq Abdulai Abu, Ghana’s High Commissioner Designate to Nigeria, challenged the students to step outside their comfort zones. “While the classroom teaches you principles, the world teaches you the real thing,” Baba Sadiq remarked. “Always ask questions – who, which, how, where – as your background is your biggest strength. Never leave your identity behind to succeed. The ability to learn from people will always matter. Volunteer, write, and be ready to invest and re-invest in yourself.”
Addressing the growing influence of Artificial Intelligence (AI) in the communication space, Mr. Komla Buami, Director of External Affairs at Telecel Ghana, reassured future practitioners of their unique value.
“Though there is AI around, companies need professional PR to build the brand,” Buami noted. “A great PR practitioner requires critical thinking before proposing a draft. AI has changed the way of content, but we have the space of managing things. Your ideas matter and are needed. Do not be afraid to challenge ideas, but learn to communicate thoughtful concepts to society.”
Strategic Clarity and Emotional De-escalation
The Special Keynote Address was delivered by Hon. Kofi Adams (MP), Minister for Sports and Recreation, who drew a compelling parallel between Public Relations and the highly charged world of sports management. “Communication dictates where or when to speak. Silence is a form of communication,” Hon. Kofi Adams explained. “You have to scan the environment and check if it’s the right time to communicate. As a PR practitioner, take yourself out of the emotional sector. Sports is about passion and emotions; communication makes the difference between what works and what doesn’t.”
He further advised the upcoming generation of communicators to prioritise heavy listening over hasty speaking: “PR is more of speaking but listen carefully, think critically before speaking. Stay curious, seek practical experience, embrace feedback – both negative and positive – don’t fear correction, and protect your integrity.”
Unpacking Industry Expectations: The Panel Discussion
Moderated by Laila Abubakari (Communications Manager, ECG) and anchored by Eunice Tornyi (Marketing & Comms Manager, CIHRM-Ghana), a high-powered panel delved into the specific competencies required by today’s corporate landscape. The panel was made up of Mrs. Joyce Asiedu Esq of NHIA, Mr. Komla Buami of Telecel Ghana, Dr. Rebecca Baah-Ofori of UniMAC and H.E Baba Sadiq Abdulai Abu.
Discussing the topic, the panellists each gave profound insights: Mrs. Joyce Asiedu Esq. urged students to strictly observe institutional protocols. “Be curious and love reading, observe and have a mentor. She further encouraged young women that life milestones like childbirth should never stop them from reaching the highest professional levels.
Mr. Komla Buami spoke on the importance of professional judgment, advising students to employ the “Three Rs” and intimately understand their target audiences. He noted that extracurricular activities add significant weight to employment profiles and urged students to join professional networks to connect with higher industry tiers.
Dr. Rebecca Baah-Ofori strongly advocated for structural experiential learning, calling on students to aggressively pursue mentorships and internships to smooth their transition into the job sector.
And, H.E. Baba Sadiq Abdulai Abu reiterated the fact that, the professional ecosystem of Public Relations, leaves no room for emotional outbursts. He stated that students must spend more time reading, go behind the classroom, be restless, and build more knowledge.
The discourse was balanced by refreshing live acoustic interludes by Eli Six30 and a spoken-word poetry performance by Sidi Wailer, keeping the high-energy audience engaged throughout the sessions.
Eli Six30, Entertaining Participants with a Musical Performance
The Climax: Telecel Student PR Pitch Challenge
The ultimate highlight of the commemoration was the “Telecel Student PR Pitch Challenge”, which transformed theoretical communication strategies into a live, high-stakes simulation. Sponsored by Telecel Ghana, the challenge tasked three student teams with developing comprehensive crisis communications and brand-repositioning strategies based on real-world telecom vulnerabilities.
The pitches were rigorously evaluated by an elite jury panel comprising Rita Agyeiwaa Rockson – Head of Foundation & Sustainability, Telecel Ghana, Emma Wenani -Chief Director, GMA and Fuseini Iddrisu -Lecturer & Research Coordinator, FoBSC-UniMAC. The competing student teams displayed exceptional brilliant strategic insight: Team One comprised Gilder Afrakoma Gyamera, Gifty Naa-Dei Djarnie, Nana Ama Korama Acquaye, and Dumevi Ivy Yayra. Team Two was made of Ed-Fay Owusu Mensah, Edwina Sheila Datsomor, and Sophia Esther Ayimbola Otubea, and Team Three included Badu Eno Serwaa, Oye Evelyn Saforo, Nkansah Agyapomaa Dorothy, Ruth Abena Gyamfua, and Jackie Boateng.
After an intense session of presentations and defence against the judges’ cross-examinations, the winning team walked away with a grand cash prize of GHS 5,000.00 courtesy of Telecel Ghana, alongside invaluable corporate internship opportunities and exclusive brand souvenirs.
The World PR Day Festival 2026 commemoration successfully bridged the academic-corporate divide, proving that the future of Ghana’s public relations ecosystem is not only secure but ready to innovatively lead the continent’s communication landscape. UniMAC is at that intersection of providing students with the platforms for practical demonstration of theory and practice.
Drafted by Edwina Sheila Datsomor