Running Mate of the National Democratic Congress, Professor Naana Jane Opoku-Agyemang, emphasised the importance of vigilance and fact-checking in navigating the media landscape, particularly for Public Relations (PR) professionals.

Speaking at the national public relations and communications summit in Kwahu, she urged PR experts to exercise extra caution in their work and prioritise verifying information to counteract misinformation and disinformation.

Prof. Opoku-Agyemang underscored the significance of adopting responsible communication practices amidst the current media frenzy. She emphasised that, in an era of information overload, ensuring the accuracy and reliability of disseminated content is paramount.

Recognising the challenges posed by misinformation and information overload, she emphasized the pivotal role PR professionals play in upholding the integrity of information sharing.

By prioritising fact-checking and vigilance, she noted, PR professionals can help combat the proliferation of false information and contribute to a more informed society.

"Providing accurate information can be challenging in a politicised environment, but I encourage you to strive for truth and integrity in your practice," she added.

Mr. Mawuko Afadzinu, the Immediate Past President of the Institute of Public Relations (IPR) in Ghana, underscored the importance of embracing new technologies like Artificial Intelligence (AI) to enhance the profession and status of PR practitioners.

He highlighted the potential for AI to bring about significant efficiencies, enabling practitioners to accomplish more with fewer resources. Afadzinu emphasised that IPR Ghana's primary objective is to provide a professional framework for the practice of public relations, thereby elevating the skills and reputation of its members as expert professionals.

While acknowledging AI's capacity to perform tasks that traditionally require human intelligence, such as learning, problem-solving, and decision-making, Afadzinu emphasised that creativity remains a uniquely human domain.

"By blending their expertise in public relations and communications with AI’s processing powers, professionals can elevate their practice," he said, adding, "Moreover, AI can help combat misinformation, disinformation, and information overload by tracking sentiment."

The Institute of Public Relations (IPR) Ghana convened its national summit in conjunction with its Annual General Meeting, attracting public relations and communication professionals as well as academics from both the public and private sectors.

The summit sought to tackle urgent issues within the field of public relations, especially amidst a period characterised by rampant misinformation, disinformation, and information overload.

The three-day event, themed "PR experience in the age of misinformation, disinformation, and information overload," brought together industry experts, professionals, and stakeholders to discuss and share insights on navigating the complex landscape of modern communication.

The summit offered participants an opportunity to network and discover innovative practices, while the Annual General Meeting reviewed the activities of the past year, reflected on them, and strategized for 2024.