Global Media Alliance (GMA), a leading communications agency in partnership with TelecelGhana and supported by KPMG, hosted an interactive sustainability masterclass equipping Public Relations professionals with essential tools to navigate the evolving business landscape.

Held at the Ghana Institution of Engineering in Accra, the social impact initiative which recorded over 60 participants (in-person and virtual), forms part of this year’s World Public Relations Day Festival (WPRD Festival).

The masterclass focused on essential sustainability topics such as crafting impactful sustainability reports and integrating ESG (Environmental, Social, and Governance) principles into communication strategies. Participants gained in-depth knowledge and practical skills, emphasizing the relevance and application of sustainability across diverse industries.

The key facilitators were Prince Osisiadan, Chief Executive Officer of SUCCA Africa and a GRI Certified Trainer; Rita Agyeiwaa Rockson, Foundation, Sustainability, and External Communication Manager at Telecel Ghana; and Osei-Asenso Antwi, Senior Manager for Governance, Risk, Compliance, and ESG Services at KPMG.

The Power of Sustainability Storytelling

In her presentation, Rita Agyeiwaa Rockson championed the power of Sustainable messaging and storytelling. She reiterated the importance of tailoring narratives to resonate with specific audiences and leveraging data and infographics to enhance impact.

According to her, the role of PR professionals in crafting compelling stories to showcase sustainability efforts can help organizations build positive reputations.

Rita indicated that consistent messaging should permeate all narratives, ensuring relevance and context for the intended audience.

She encouraged PR professionals to position their stories meaningfully for the media and maintain cultural relevance in their storytelling.

Transparency leads the way in Sustainability Narratives

The Chief Executive Officer of SUCCA Africa, Prince Osisiadan provided an in-depth look atcrafting impactful Sustainability and ESG Reporting and Disclosures.

Mr. Osisiadan offered a practical framework for crafting compelling reports, including simplifying complex information for broader audiences which aligns with the growing demand for clear and concise communication of a company's sustainability efforts.

He indicated the importance of transparency and clear communication in building trust. “A good sustainability report should be transparent and honest, supported by verifiable records. Clarity and accessibility in ESG reporting, advocating for the use of digital tools over traditional methods must be adopted”

Mr. Osisiadan outlined three key components of a robust sustainability report - The organization’s purpose and strategy; its Overview; and its Impact, recommending the condensing of a report into a concise summary for stakeholders.

Understanding the Drivers: Sustainability as a Business Imperative

Osei-Asenso Antwi’s presentation focused on the drivers of sustainability, principles, policies, and regulations. Highlighting the crucial role of PR professionals in navigating the evolving regulatory landscape, Mr. Antwi advised on integrating compliance into communication strategies. “Understanding these drivers empowers PR professionals to position sustainability not just as a social responsibility but as a core business imperative.”

Osei emphasized the importance of creating an environment where the next generation will be at peace with the surroundings. He underscored that sustainability involves balancing environmental and social concerns and promoting benefits without incurring losses.

PR professionals, he noted, need to stay informed and updated on policies and regulations, serving as the key link between the organization and its stakeholders.

Sustainability for all: A Collaborative Approach

In her welcoming remarks, the Chief Director of Global Media Alliance, Ms. Emma Wenani, highlighted the growing importance of sustainability. "In today's world, sustainability is no longer a niche concern, it's a core business focus. PR professionals play a crucial role in communicating sustainability efforts effectively.”

“This masterclass empowers us as practitioners with the knowledge and skills to navigate the evolving sustainability landscape and become champions for a more sustainable future," said Emma Wenani,

Jacquelyn Makumator-Jones, Foundation and Sustainability Specialist at Telecel Ghana, the events headline sponsor, reaffirmed the company's commitment to sustainable practices within the communications industry. "We are proud to sponsor this event and solidify our commitment to sustainability as an organization," she stated.

The PR x Sustainability MasterLAB comes on the back of the first MasterLAB which focused on AI.

The World Public Relations Day Festival is a series of events to bring PR professionals together to have a unified global agenda towards making the world understand and utilize PR better.

With a special focus on AI and Sustainability PR, this year's festival featured masterclass programmes, virtual thought leadership sessions and the main summit coming up Tuesday, July 16th.