UEW Marks World PR Day with Call for Value-Driven and Tech-Savvy PR Professionals
The Department of Strategic Communications of the University of Education, Winneba (UEW) has challenged the next generation of public relations professionals to embrace technological innovation and become value-driven practitioners anchored in integrity and trust, stressing that the future of the profession belongs to those who deliver meaningful value.
Mr. Henry Nii Dottey, APR, Head of Brand, Marketing and Corporate Communication at UBA Africa, made the call during the Department's commemoration of World PR Day. He urged students to position themselves at the forefront of the rapidly evolving communications landscape.
Delivering the keynote address, Mr. Dottey noted that public relations has evolved far beyond its traditional focus on press releases and media relations. He stressed that today's practitioners must be technologically adept, data-driven and capable of leveraging digital tools to build meaningful relationships and manage reputations in real time.
"The world of PR is no longer about press releases and media relations alone," he stated. "Today's PR professional must be tech-savvy, data-driven and ready to leverage digital tools to tell compelling stories and manage reputations in real time."
He highlighted emerging technologies such as artificial intelligence, social media analytics, content management systems and digital storytelling platforms as indispensable tools for contemporary practice. According to him, while technology continues to transform communications, it remains an enabler rather than a replacement for the human element that lies at the heart of public relations.
"New technologies are not replacing PR; they are enhancing it. The human element of relationship-building remains central but how we build those relationships has changed dramatically," he remarked.
Beyond technological competence, Mr. Dottey challenged students to become innovators and lifelong learners, encouraging them to rethink conventional approaches to communication and explore new ways of measuring impact and engaging audiences.
He cautioned against the growing culture of seeking instant visibility at the expense of credibility, arguing that the true essence of public relations lies in building trust over time. Using the metaphor of architecture and amplification, he observed that while technology may amplify one's message, it is data, integrity and trust that determine its value.
"A megaphone amplifies what you already have but architecture determines the value you bring to the table," he said, urging students to commit themselves to the quiet and consistent work of relationship-building.
Mr. Dottey further reminded participants that organisations facing reputational challenges cannot rely solely on external messaging but must first ensure internal alignment, transparency and accountability. He described public relations professionals as "architects of trust" whose responsibility extends beyond managing perceptions to fostering authentic relationships with stakeholders.
"The future of PR belongs to those who are brave enough to embrace change, skilled enough to wield new tools and wise enough to never lose sight of the core values of our profession—integrity, transparency and authentic engagement," he said.
Mr. Ernest Azutiga, the Chairperson for the occasion, noted that the "Golden Age of PR" is being transformed by digital technologies and artificial intelligence while remaining firmly rooted in trust, ethics and authentic human connections. He emphasised that public relations has evolved beyond managing messages to becoming a strategic function that shapes relationships, reputation and stakeholder engagement in an increasingly interconnected world.
He encouraged students and practitioners to build their knowledge of the profession, embrace innovation and uphold the values of credibility and integrity. He stressed that while artificial intelligence may shape the future of communication, human intelligence will always shape the future of public relations.
Prof. Mavis Amo-Mensah, the Head of the Department of Strategic Communications, welcomed participants and described World PR Day as an opportunity to celebrate the profession and to reflect on its future. She reiterated the Department's commitment to producing adaptable and innovative graduates equipped to meet the demands of the modern communications industry.
The event attracted students, faculty members and industry practitioners, who commended the insightful discussions and reaffirmed the importance of continuous learning and adaptability in today's digital communications environment. The celebration underscored UEW's commitment to bridging academic excellence with contemporary industry practice and preparing students to thrive in the future of public relations.
