Lebanese Ambassador to Ghana, Mr. Maher Kheir, has highlighted the importance of utilizing communication as a key tool for advancing national socio-economic development.
He noted that successful communication is essential for managing the intricacies of global diplomacy and promoting various industries to forge robust international partnerships.
Mr. Kheir made these remarks during the launch event for the Association of Professional Development Communicators-Ghana (APDC-Ghana) in Accra.
It was on the theme: “Advancing Sustainable and Resilient Development through Strategic and Innovation Communication.”
He described communicators as foundational elements of a thriving society, noting that they connect people and cultures, spread information, and offer solutions to global issues.
He emphasized that professional communication blends science and art, demanding a specialized skill set, and should not be limited to merely placing those with strong English skills in public relations roles.
The Lebanese Ambassador urged both the public and private sectors to recognize professional communication as crucial for establishing and maintaining a strong brand, even before products and services are considered.
“Communication is a scientific, disciplined process. A strong brand is the communication strategy and not the product and, therefore, there can never be good governance without effective communication skills,” Mr Kheir added.
Mrs. Ruth Abanga, the President of the association, stated that enhancing the skills of communicators is essential for the nation’s development.
“We need to equip our communicators with the skills and tools necessary to critical messages about health, education and sustainable practices to enable them to engage the public and provide positive change,” she added.
Mr. Emanuel Adjafor Abugri, the Acting Media Liaison and Communications Officer at APDC-Ghana, explained that the Association’s goal is to advance development communication using a range of methods and strategies.
He added that the Association seeks to encourage collaboration, support development, and drive behavioral change through a variety of effective approaches.
Mr. Abugri outlined several key objectives of the Association, including researching and promoting best practices in development communication, enhancing the skills of communicators, and advocating for marginalized voices.