GIJ Lecturer urges communication professionals to invest into research

Communications Consultant, Ms Paulina Kuranchie has urged communication professionals to invest into research as it is proven to be one of the effective tools to expand brand awareness.

Ms Kuranchie, who is a Lecturer at the Ghana Institute of Journalism (GIJ) underscored that research was not only important but an integral part of the sustenance of brands and products.

As such, she urged communication professionals to invest into research, and noted that, “if you do not have a plan, then you may be thrown off board for whatever it is that you want to communicate.”

“Research is important because it helps us to know where we are, what we need to do differently, and how we can do those things differently,” she said, and asked communication professionals to be guided by four principle in order to have an efficient communications plan.

She explained that communication planning through research should be concerned with “where are we as an organisation, then you need to ask yourself how you got to where you are, and then you need to ask yourself where you want to get to and finally ask how we will get there.”

Ms Kuranchie said this when she delivered a lecture at a communications master class organised by Cadi Communications Limited, a budding Communications Company which specialises in market research, branding, and website design in Accra last weekend.

The beneficiaries, numbering 470, were young marketing communication practitioners across the country who were exiting Communication Universities and budding entrepreneurs.

Dr Modestus Fosu, the Dean of the Communications Department of GIJ, who was the lead facilitator said while seeking to expand brand awareness, communication professionals must implement their plans having in mind ethical issues.

He said many organisations who have ignored this have had to spend so much money managing their reputations.

“You must always have your clients at heart while implementing communication plans as they are the eventual benefactors. Aside from your communications guide, let ethics reign supreme. Know what to do and when to do what.”

Project Manager of Cadi Media and Communications Consult, Mr Martin Thompson Ntem said the two-week communications master class, was to assist young professionals in the industry with skills in digital media and marketing communications.

He added that this was aimed at enhancing their capabilities, give them competitive advantage as well as position them to create and make good use of opportunities that came their way.

“The training was to help the youth understand the skills and knowledge necessary for digital marketing. The world has transformed, partly due to COVID-19 and so many activities have moved online and the4 need to equip the youth with the skills to play on this stage birthed this training,” Mr Ntem said.

He said efforts were being put in place to replicate the training in other parts of the country as the need for digital marketers’ continue to surge.

Some participants who shared their experiences with The Ghana Report, indicated that it was not only timely, but has broadened their knowledge regarding corporate communications practice.

“This training afforded me the opportunity to learn more practical aspects from field communication practitioners than my four years in the University has taught me and I am happy I now know about how to manage websites and measure KPIs. As a journalist I know I can make some money using some blog. This master class is career-changing,” Vera Anthony said.

“For me, this is timely. I learnt how to do copywriting, bulk SMS and I am happy to annou8ce that even before finishing the course, I have started applying these skills at my work place. Unfortunately, some of the things I have learnt are new to me and I am happy Cadi Communications stepped in to fill the gap,” Patrick said.

Chief Executive Officer (CEO) of Fafa Radio in the Volta Region, Emmanuel Ketaman, who was also a participant said the knowledge gained from the would help him to promote the work of the station on the digital space.

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