Describe your job in a sentence:
A gatekeeper-sending and receiving information to ensure strategic brand positioning.
How did you get into public relations, how long have you been in PR?
Growing up, I always wanted be a journalist .It was a dream come true when I had the opportunity to pursue this at University of Ghana based, Radio Univers. Just as I was about to complete the University, I had the opportunity to work with Metro Television as a national service personnel. It was when I was through with my one year of service that I realized that as a journalist I had a lot of opportunities and PR happened to be one. I took a chance with Bola Ray when I had the opportunity to do PR on a part time
basis for his numerous events. It all started from there. Passion carried me into this profession .I’m counting my 5th year.
What is your interest or specialization in PR?
I am all round, however Media relations and strategic communications are the key areas I enjoy most. It works for me in every organization I find myself. Building brand affinity with the media is one of the strongest pillars in public relations in my opinion. If the media do not sell your product, it ends up in the four corners of your organization.
They can make or unmake an organization and so it has been my strongest area. Again, being creative with ideas that will enhance the placng of an organization is also one of my strongest areas. The game is changing and so the only way to go is being strategic with your innovations and aspirations.
What is a regular day for you as a PR person?
I’m a result oriented person and the kind of industry I find myself in is a competitive one and so strategizing on content on a daily basis to beat competition to it, monitoring media hits and thinking of the next big thing is a must for me.
Ensuring all our corporate activities and events are seen positively in the media while minimizing negative mentions, developing PR plans and press packs for our product launches and campaigns. I believe these are steps to building a successful communications career. It’s basically the way to go in building and climbing the corporate ladder.
How do you think PR can help change how brands are perceived?
Good media relations and strategic communications does it all. Marketing mostly competes in this space with PR. It is one thing developing a product and another selling or making known the product to the world and this is where the power of PR comes in.
I call PR a reputation protector. Here the right message is shared to the target audience through all mediums or channels necessary. Again in the case of bad press PR uses crisis management to guard the reputation or image of the brand. Perception is changed for the better through a message delivered to the media from a PR team. PR is unquestionably a powerful tool.
What kind of challenges do you face in your public relations career?
PR thrives on information, therefore if there is lack of information to carry out your duty, it becomes very difficult. When views are not consulted before embarking on any decision, it sends a wrong perception and at the end the PR team has to manage the crisis.
In a similar vein, when your opinions are ignored on an initiative yet when it fails the PR has to clean the mess. In the end, it becomes fulfilling when you are able to manage such crisis and henceforth not left out in strategic decisions.
As a PR professional what can’t you live without?
As a PR professional I am always on the alert -My phone to receive that call to make me work on the go and to monitor the next big thing in my industry.
Are you living your PR dream? If you were not into PR what would have been your career choice?
Yes! Right when I entered the PR profession. True success is when you can point at any legacy or productivity as your own or being a part of. It has been a dream come true, as most strategic ideas I brought on board in some organizations I joined bore fruit. An example is when Tigo Corporate Communications won best PR team in Africa in 2015.
Do you feel pressured to dress well for the brand?
Not at all. I represent my brand and so wherever you are seen it’s your brand .The good thing is I have the urge and desire for a corporate look which mostly, is welcomed by my colleagues and superiors.
What’s your favorite social media platform and why?
LinkedIn and Facebook-LinkedIn connects professionally .Facebook and twitter enable you know what’s trending and happening as days go by.
Any advice to young ladies especially African women who may want to be in PR or any communications related profession?
It’s a good profession that gives you the opportunity to sell yourself positively if done well. It also gives you the opportunity to speak on behalf of big brands and large communities. The game is changing and surely the way to succeed is to read wide and network more. Keep learning, success has no destination
Veronica can be connected via on Twitter as @vheronyckah, on Facebook as Ofosuhemaa Owusu-Ansah and on LinkedIn as Veronica Ofosuhemaa Owusu-Ansah.
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