It requires that they exercise caution and responsibility with the information they disseminate.

The Chief Executive of the Ghana Association of Banks, John Awuah, made the call during the launch of the Institute of Public Relations (IPR) Ghana's 50th-anniversary celebrations in Accra.

Dubbed: "Public Relations for Value Creation," It emphasises the importance of ethical communication in promoting peace, particularly in an election year. The event also saw the swearing-in of the five newly elected Executive Committee (EXCO) members.

National peace

He emphasised the critical role the media and PR professionals play in maintaining national unity and peace. "Your duty first is to ensure that the country remains in one piece. As we approach the elections, it is essential to prioritise the nation's unity in your reporting and to use your platforms responsibly to promote understanding and stability," he said.

Mr Awuah stressed the importance of PR professionals in shaping the national narrative and maintaining public confidence, saying: "We  are very much interested in what is going to happen.

As PR experts, we look to you to drive the narrative and instil confidence in our country. We must avoid extremes that create unnecessary insecurity."

He called on PR professionals to focus on substantive issues and recognise the power of their influence, adding that, “In the corporate world, PR has often been the fortress during crises. We need PR to be proactive, to prevent crises rather than merely respond to them”.

Ethical

The President of IPR Ghana, Esther A. N. Cobbah, also called for ethical conduct among members to help mitigate tensions ahead of the 2024 general elections. Ms Cobbah also encouraged IPR members to enhance the value of their profession, promoting public relations as a respected field.

Participants in the event

The Deputy Minister of Information, Sylvester Tetteh, commended IPR Ghana for its efforts in promoting excellence in PR practice and establishing national standards. The President of the Ghana Journalists Association (GJA), Mr Albert Dwumfour, addressed the media's responsibility to maintain impartiality and prevent the dissemination of harmful comments during the upcoming 2024 elections.

He announced that the GJA, in partnership with the Media Foundation of West Africa and the National Peace Council, would launch guidelines to counter hate speech and polarising narratives, aiming to foster ethical journalism.

New Patriotic Party (NPP) activist and communicator, Michael Kofi Twum Boafo, expressed the party’s commitment to ethical communication and collaboration with the IPR to ensure a fair and peaceful election process.