Ghana's music industry urgently requires a professional reset in its public relations practices, according to communications expert Amelley Djosu. She asserts that public relations is not propaganda, but rather a vital tool for protecting and building reputation, a principle currently being overlooked.
Djosu highlights a concerning trend where aggressive social media tactics and 'fan soldier' behaviour are increasingly replacing professional communication. This approach often prioritises making noise and attacking rivals over establishing genuine goodwill and mutual understanding. The expert warns that this shift risks long-term damage to artists' and the industry's reputation.
This situation fits into a broader narrative of professional standards being challenged across various sectors in Ghana. While the creative industry contributes significantly to the national economy, its growth can be hampered by unprofessional conduct. Maintaining ethical practices is crucial for attracting investment and fostering international partnerships within the arts.
Amelley Djosu stated, "PR is supposed to protect reputation, not manufacture reality." She further explained that the Chartered Institute of Public Relations defines PR as a planned and sustained effort to establish and maintain goodwill. The Public Relations Society of America also stresses honesty, accuracy, and fairness as core professional values.
The implications of this trend are significant for the music industry's future and its economic potential. Decision-makers and industry stakeholders must address this decline in professional standards to ensure sustainable growth. A focus on ethical communication will enhance credibility, attract more substantial endorsements, and improve the industry's overall market standing.
The current environment, where publicists sometimes act as aggressive fan representatives, creates toxicity. This makes the industry harder to navigate for artists and potential investors. The expert notes that this behaviour became particularly visible during awards season, such as the Telecel Ghana Music Awards. During these periods, some communicators engaged in heated exchanges rather than strategic advocacy.
A 2025 analysis of the Telecel Ghana Music Awards race described publicists for artists like King Paluta, Stonebwoy, and King Promise as prominent voices. However, it also noted that some of their exchanges became heated. Graphic Online also commented that these debates sometimes resembled political contests, with communicators trying to dominate rivals.
The distinction between advocacy and discrediting rivals is crucial for professional integrity. Confusing social media visibility with actual competence further complicates the issue. True public relations involves building relationships with journalists and managing crises effectively. It does not involve becoming part of the fight or insulting other artists.
Ghana's creative industry needs to embrace a more professional approach to public relations. This will safeguard artists' reputations and promote a healthier, more sustainable ecosystem. Adhering to international PR standards will ultimately benefit the entire sector, enhancing its appeal and economic viability.