Anchor your profession on trust – Sports Minister tells PR practitioners

Sports Minister Kofi Iddie Adams emphasized the importance of trust, integrity, and sound judgment for aspiring public relations professionals at the 6th World PR Day Festival PR Dialogue in Accra. He emphasized that while technology reshapes the communications landscape, credibility remains the most valuable asset in the field.

Drawing from his experience as Director of Public Affairs under former President Jerry John Rawlings, Adams highlighted that effective communication transcends mere speaking, requiring active listening, understanding public sentiment, and preserving credibility. He stressed that managing sports, such as national teams' competitions, involves strategic communication, managing expectations, emotions, and national image.

Adams acknowledged the transformative impact of artificial intelligence on the profession but warned against neglecting the human qualities—integrity, empathy, good judgment, critical thinking, and authenticity—that define exceptional communicators. He concluded that future public relations practitioners must combine technological proficiency with wisdom, ethics, and genuine human understanding to succeed.