JOURNALISTS SMILED, KGL WON: MY SITE PR EVALUATION MODEL OF THE 29TH GJA/KLG AWARDS-SkobaCommunications

 

Disclaimer

This article is without prejudice to previous engagements between KGL AND GJA. It does not take sides on the current media banter between KGL and the Fourth Estates. This is a purely an academic piece that outlines my observations at the 29^th GJA/KGL awards, as a Communications Consultants and Researcher. I have used the SITE model to do this assessment and stressed how events could be the biggest tool in a public relations tool kit.

Situation

Ahead of the ceremony, the Fourth Estate, a budding investigative outlet under the Media Foundation for West Africa, had withdrawn from the awards. According to the statement from the outlet, KGL, the headline sponsor of this year’s GJA/KGL awards, has been on their radar regarding the latter’s contract with NLA. They had cited copious media queries with KGL over this NLA-KGL deal. According to the Fourth Estates, despite generating revenue of over GHC3 billion from operating the NLA’s lottery, KGL was required to pay only GHC156.7 million to the state.  In their estimation, such deals are inimical to the interest of the state. In the nutshell, their withdrawal stemmed from their fear that their investigative work on KGL puts them in a direct conflict of interest situation, being that they have been named as finalists for the awards. Logically, it would appear that the Fourth Estate was careful not to compromise their high-handed position regarding the KGL contract, hence their withdrawal.

Initiative/Context

The 29^TH GJA/KGL Ghana Journalist Awards, which was held under the distinguished patronage of the Royal Majesty, Otumfour Osei Tutu (II) was a success by all standards. The ceremony assembled the best of professionals within the ink fraternity to celebrate their gallantry and mettle. The beaming smiles of journalists there present, even those who did not win any awards, were enough to betray the demonstrable delight of patrons at the ceremony. From the President of the republic to student journalists at the event, it was obvious that each journalist had something to smile about. As I closely monitor event of the day, I could not but assert, however, that while the day was for journalists, and for that matter, journalism, public relations, especially the one executed by KGL, won the day.

Task (Strategic Ideation/Tactical Execution)

The task was simple. The Chairman of KLG was to be present at the event. As the Founder of the company, which is the headline sponsor, he sat closely with the President, Chief Justice and other dignitaries. For an event that promised representation from all three powerful heads of our arms of government, headline sponsorship will mean that KGL chairman will have an opportunity to interact and shed light on KGL’s role. There could not have been a better and powerful audience than one that assembles the President, the Acting Chief Justice, representatives of parliament, Ministers of States, Presidential Staffers, IGP and the most influential journalists.   In line with full execution strategy, KGL was favourably mentioned by the MC, who minced no words with flatteries on the chairman and his company. The Chairman for the company also had a speaking opportunity at the event. In his speech, he emphasized the importance of local ownership and stressed the need for Ghanaian companies to be accorded the needed support. He touched on, albeit, conspicuously, the need for professionalism among practitioners. Just after his speech, an animated video of KGL foundation’s logo was rendered, drawing applause and brand recognition. The MC returned with further appellations for the chairman, revealing that he was an old student of Mfantsipim.

Evaluation

1.      In my estimation, the biggest winner was KGL. This goes to prove the importance of event sponsorship in public relations delivery and execution.

2.     As the GJA President had indicated, this was by far the only event that had assembled all the heads of the arms of government under one roof. In fact, the flyer had advertised the attendance of not just the President, Speaker and Acting Chief Justice but also the Minority Leader, who was conspicuously absent. Hosting the program, for the first time, at Manhyia Palace and courting the patronage of the occupant of the Golden stool, was also strategic. I am not sure there could be an opportunity for such rare high-powered representation than a GJA Award. Whoever suggested this event is very strategic and worthy of more bucks. In the nutshell, the event was apt for the issues at hand. This reminds of the book, Medium is the Message by media theorist Marshall McLuhan.

3.     The Speech by the Chairman of KGL was even more profound. Even before he will turn to his script, he spoke off the cuff, mentioning ownership(local), using the inverted pyramid model -Saying what matters first.

4.     The MC did a great job. Favourable brand mention in such a powerful context cannot be overstated. (If you have read the Cialdini’s book on Influence/Persuasion), you should know why the MC will emphasize that the Chairman attended Mfantsipim.

5.     Event sponsorships are the life blood of brand associations and effective public relations ideation and execution. With the right choice of event, context and sponsorship package, this could be a great tactical arsenal in the public relations tool kit. As a Communications Consultant, I know too well to know that sponsorships of this nature are not altruistic. It is a statement. It is PR in execution. It is the Medium. It is the Message.

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