Conference examines public relations' impact on Africa's development

Representatives from Ghana and Nigeria were among the hundreds who attended the inaugural World Conference for Public Relations and Communications in Emerging Economies (WCPREE), which took place recently in Nairobi, Kenya.

“The four-day meeting attracted global entrepreneurs in the communication industry, public relations scholars and heads of renowned global corporate brands as speakers and panelists," Jane Gitau, chairwoman of the Public Relations Society of Kenya (PRSK), which co-sponsored the event, said. “Apart from the conference plenary and parallel sessions, we had a careful blend of academic discourse, mentorship and skills-set workshops for students pursuing studies in PR, as well as master classes targeting professionals who are working in diverse economic sectors.”

The Global Alliance for Communications Management (GA) also helped sponsor the event.

Speakers from West Africa included Esther Cobbah of Ghana, CEO of Strategic Communications Africa, and Dr. Bala Muhammad, a lecturer at Bayero University in Nigeria.

Attendees learned how public relations (PR) can affect a country's sustainable development, industrialization and businesses, and how it must be handled responsibly for that impact to be positive. The importance of engaging with communities was discussed, as well as the need for ethics to build credibility.

Educational sessions showed attendees ways to gain knowledge that could be used in public relations, and highlighted the importance of being able to back up any statements made in press releases.

Also covered was the necessity of modern technology to perform PR tasks, making it possible to disseminate information across the globe quickly.