Six classes of the Level 400 students of the University of Media, Arts and Communication (UniMAC) battled among themselves for supremacy at the Accra Metropolitan Assembly (AMA) Conference Hall, in an intellectual thriller that marked the maiden edition of the PR Data Summit.
The summit was organised for Level 400 Public Relations students to test their command and understanding of public relations measurement and evaluation in a live, competitive setting.
The six classes, comprising PR and PR with Marketing students, competed in a series of quiz rounds based on the course syllabus and practical public relations situations.
The summit, held on the theme, “Measure. Prove. Improve”, formed part of the activities for the PR Measurement and Evaluation course for level 400 students.
The three-member judging panel were the Director of External Affairs at Telecel Ghana, Etornam Komla Buami; a Communications and Advocacy Professional, Akosua Kwafo Ogyiri; and the Founder and Chief Operating Officer (COO) of Goodwill Insurance Brokers, Richard Sarkodie-Abebreseh.
At the end of the competition, the winning class received the summit trophy after obtaining the highest score of 86 points, with the runner-up trailing with 77.5 points.
Purpose of summit
Speaking at the summit in Accra, the Lecturer of the PR Measurement and Evaluation Course at UniMAC, Derek Onomah, said the competition was designed to help students demonstrate their understanding of measurement and evaluation in public relations.
He stated that the summit allowed students to connect classroom theory with practical public relations situations.
Mr Onomah explained that the competition tested their ability to recall information, think quickly and apply theoretical concepts to real and simulated Ghanaian communication scenarios.
He added that the theme reflected the need for PR practitioners to use evidence to demonstrate the value of their work.
“The theme reflects the core discipline the summit seeks to instil: that sound public relations practice begins with measurement, is validated through proof and matures through continuous improvement.”
“It positions evaluation not as an afterthought but as the engine of professional credibility for the PR industry in Ghana,” he said.
Building future PR practitioners
Mr Onomah said the summit also promoted teamwork, confidence, quick thinking and effective communication among the students.
He explained that students were encouraged to focus on demonstrating what they had learned and applying their knowledge rather than concentrating solely on winning.
Mr Onomah stated that the initiative was aimed at reinforcing evidence-based measurement and evaluation as a key part of professional public relations practice in Ghana.
He added that the initiative was also expected to prepare students to make data-driven decisions in their future public relations practice.
