By Benjamin QUARCOO

I once sat quietly at the back of a hall, watching yet another launch by a very popular public institution, like one I have had the privilege to work with. There were colourful banners, the echo of an applause plus promises of transformation.

It was the kind of an event that ticks all the Public Relations (PR) boxes that was taught in class and even in practice: media presence, official speeches, photo opportunities and carefully choreographed branding.

However, something about it seemed overly intense. Intense, not in terms of volume, but in terms of energy. It appeared as if the ‘loudness’ of the act was attempting to divert attention from the lack of depth. Immediately, my mind went back to the popular saying “Empty barrels make the most noise” and “He who pays the piper calls the tune.”

In my role as a communication specialist, I’ve experienced the “conflict” between these two concepts throughout my career. I’ve come to understand that these maxims aren’t opposing forces; instead, they represent different sides of the very same “currency” we create daily within the public relations field.

The burden of empty sound

“Empty barrels make the most noise” is a quiet warning to our profession. We have all seen it. Sometimes, we even take part in it. Sadly, PR that’s polished, amplified and beautifully-packaged is but hollow. Think about well-branded campaigns with bold slogans and ambitious declarations by the respected companies in Ghana, but little follow-through.

Consider the frequent flood of press statements filled with jargon yet devoid of genuine emotion. Also reflect on political gatherings where we generate excitement without having structures in place to evaluate or maintain the commitments being offered. These approaches continually remind us that loudness does not necessarily equate to influence. In public relations, when excessive noise drowns out reality, trust ends up suffering as the victim.

Those who fund usually have influence. However, they should not always be in control.

Another common saying goes: “He who pays the piper calls the tune,” which reflects an undeniable reality. Our client, funder, or leader frequently determines the course of each initiative. They finance the communication and anticipate that this messaging will align with their interests. This is entirely reasonable and at times, essential.

Nevertheless, this is where our role goes beyond mere promotion. As experts, we have a duty to make sure the “song” being performed isn’t solely what the client desires to be heard, but also what the audience must comprehend. We are tasked with shaping, rather than simply repeating. It is our obligation to polish, not merely follow orders. I remember instances during my service when I needed to subtly resist a message that seemed appealing on paper yet failed to align with real-world circumstances. This wasn’t about questioning authority, but about upholding and protecting everyone’s ethical standards.

Keep in mind, when PR experts let themselves serve only as megaphones for authority, they neglect their greater mission: bridging individuals with reality. It must be acknowledged that such encounters involving “truth” often prove challenging and uncomfortable due to personal pride involved. You may encounter statements like, ‘I’m the boss’ or ‘You believe you’re more knowledgeable than I.’

If you’ve ever been part of a workplace where a specific set of professionals is regarded as top-tier staff, you’ll grasp the situation described. These individuals often believe they possess more knowledge about their profession than others. However, they end up causing problems that only a public relations specialist can resolve.

Not loud, but intentional

Recently, someone who significantly impacted my life brought me face-to-face with one of his “highly significant contacts” – a person I had noticed and nodded at multiple times before, yet with whom I had never established a real connection. This time, though, the meeting was official: “He works in communications,” my mentor mentioned.

Right away, the man laughed and questioned, somewhat seriously, “You? A public relations professional? Why are you so silent? Don’t PR people usually make a lot of noise and serve as the face of everything?” I smiled, selecting my words with care. I realized this was a special opportunity to create an impact. “The most effective PR experts,” I answered, “don’t have to raise their voices. Their messages do the talking.”

Honestly, my reply wasn’t planned; it stemmed from many years of observing the contrast between being noticed or making noise versus being truly effective. Several of the most powerful PR approaches I’ve worked on were subtle, thoughtful, and based firmly on deep knowledge and comprehension. They didn’t go viral for just one day; they left a lasting impression. That’s all!

Our field isn’t about seeking attention; it’s an art and a discipline rooted in authenticity and significance. While anyone can create noise, only few have the power to influence thoughts or change perspectives. In this era where everyone has something to say, occasionally, the most subdued voice—anchored in reality—resonates the strongest. When falsehoods from previous communications come to light, there won’t be any further responses needed.

Keeping the two statements together

By combining the insights from the two previous statements, we uncover the core of responsible and successful public relations—remember: avoid being noisy unnecessarily, and never act without reflection. Indeed, the client might dictate the direction. However, it’s up to us to polish this direction so that it connects not only with the one paying for it, but also with the intended audience or publics. We shouldn’t mistake noise for substance, nor use the justification that “I’m simply doing my job” or “yes sir, no problem.” We have to understand better than that.

The “Speaking to Power” approach in public relations highlights the significance of dialogue that tackles power relationships inside companies and communities. This includes professionals taking part in meaningful discussions, giving voice to underrepresented groups, and aligning mission with action to build credibility and mutual respect. It goes beyond reputation management—it focuses on bringing about beneficial transformation via thoughtful communication.

Below are several key guidelines:

First, mission-focused communication enables public relations experts to focus on messages that reflect moral principles and help build a fairer and more equal society. Second, public relations should aim to highlight underrepresented voices, making an effort to raise up the viewpoints of individuals who are typically not heard is essential for developing a more open and diverse story.

Thirdly, public relations experts should link purpose to performance, illustrating how company activities correspond with declared values and result in beneficial effects on society, which is crucial for establishing trust and reliability. Establishing reliable connections and fostering good relationships with key decision-makers and interested parties can similarly enhance the chances of your message being acknowledged and implemented.

Moreover, confident and proactive communication needs to express worries and push for improvements while upholding courtesy and professional conduct is essential for successful interaction.

Significantly, public relations approaches aim to present options along with clear suggestions. It is essential to supply policymakers with various well-supported choices, accompanied by documented guidance regarding the recommendations and their consequences, ensuring responsibility. Additionally, we should concentrate on the matters themselves rather than individuals, addressing the current issue without resorting to personal criticisms or becoming overly defensive.

Certainly, our conversations within the article show that in today’s era marked by skepticism, division, and “thought-based tribalism,” public relations professionals hold an essential and significant responsibility in grasping the ethical dimensions of their field, promoting cohesion, and influencing both the public and society. “Speaking to Power” stands out as a vital capability in PR that enables organizations, the public, and society to navigate the challenges of sustaining trust and building a better future for everyone involved.

A final reflection

In our role as public relations experts, effective work often goes unnoticed yet holds significant influence. Fortunately, we serve as the consistent force that builds comprehension; we are the silent designer of societal confidence. Recognition isn’t always necessary for us.

Our efforts should be guided by genuine sincerity, humility, and insight. Keep in mind that when individuals question why a public relations professional isn’t the most vocal in a situation, they may be posing the incorrect inquiry. True success isn’t determined by who speaks the loudest, but rather by whose communication endures once the commotion has subsided… In this nation, I propose that public relations has become a stage for theatrical display and “godfather-like” influence.

The author is an expert in communications who has more than a decade of experience working within Ghana’s energy and education industries. He emphasizes transparent, truthful, and meaningful messaging. He became a Chartered Member of CIPR-UK in 2022.

Supplied by SyndiGate Media Inc. (
Syndigate.info
).