Group Head of Marketing and Corporate Affairs at Hollard Ghana, Cynthia Ofori-Dwumfuo, has advised Public Relations professionals to rely heavily on storytelling in communicating to the public.
She believes that the power of storytelling has arguably become the most influential factor in public relations today as she highlighted its timeless nature.
“This is where we go back to the basics, which are very essential, and that’s to say storytelling basically. Regardless of the advancements in technology or the ever-changing landscape of media, the essence of PR lies in crafting and delivering stories that resonate with audiences. The ability to engage people through compelling narratives has proven to be more effective than simply presenting facts,” she said while addressing ways Public Relations professionals can adapt to address and communicate complex topics during a tailored event organized by Global Media Alliance themed, “PR x Economy: Knowing the value of PR to nation’s economy” as part of its World Public Relations Festival celebrations.
Drawing examples from the current social media era, Cynthia Ofori-Dwumfuo pointed out platforms like TikTok and the rise of influencers. She indicated that the power of storytelling extends beyond traditional mediums, and has become the driving force behind influential individuals and social media personalities.
In today’s information-rich world, Cynthia Ofori-Dwumfuo acknowledged the challenge of distilling complex information into easily digestible concepts. She emphasized the importance of crafting stories that not only appeal to the target audience, but also provide an accurate representation of the message. According to her, this is the most demanding aspect of the PR professional’s job.
Recognizing the evolving landscape of PR, she acknowledged, “It’s not like we haven’t been doing this; we’ve been doing this for a long time. It’s just that now we really need to think more in context and also in terms of the channel, platform and stakeholder groups.”
As part of this year’s World PR Day Festival, Global Media Alliance in partnership with the industry has put together a series of events tailored to celebrate and improve collaborations and knowledge sharing among industry professionals.
So far, these events have been well attended and have received applause from the PR industry.
