Accra, July 18, GNA - Mr Peter Yarquah, Vice-President of the Institute of Public Relations (IPR), Ghana, on Monday opened a two-day seminar for practitioners and asked members to continue to upgrade their knowledge to be competitive in the ever-demanding market. He said the dynamics of the profession brought in their wake new skills and expertise, which called for constant upgrading of the competencies of practitioners.

About 40 practitioners, in top and middle level management positions from both state-owned and private organisations, both in Accra and the regions, are attending the seminar at the SIC Training Centre, Labone Estates in Accra.

The seminar is part of the weeklong IPR Week celebrations, running from Monday, July 18, through Sunday July 24, 2005.

Topics listed for the seminar are: "PR Practice in an Organisation", "Competitive Business Environment - The Ghanaian Experience" and "The Role of the PR in Business".

They would also discuss case studies of public relations practice in specific financial, educational, mining and manufacturing organisations. Other activities of the week, being held on the theme: "Good Governance and Civil Society" are a public lecture, an annual general meeting (AGM), dinner-dance and awards ceremony and a thanksgiving service.

The AGM is to take stock of the activities of the Institute and to chart a new path for the coming year.

Mr Perry Ofosu, Assistant Registrar of the Institute, in the opening lecture on "PR Practice in an Organisation", reminded practitioners on the need to build a good corporate image for their organisations.

"Whatever you do affects the image of your organisation, ...and the image of your staff becomes the measure of seriousness of your organisation."

Mr Ofosu said good public relations thrived on truth, objectivity and integrity, and added that it was necessary to carry out period research, no matter how small, into internal and external publics (stakeholders) to determine the levels of achievement of the goals for which an organisation was set up.

It was also necessary, he said, to periodically examine the organisational practices against its mission statement, goals and objectives and the satisfaction levels of the publics with a view to advising management accordingly, adding, that was why many organisations had strategic plans.

Mr Ofosu said Public Relations helped the Management in publicity and sales and paved the way for the sale of products, led to internal motivation to boost workers' morale, as well as providing early warning mechanisms for crisis prevention and management.

Public Relations also helped to state the Management's position of an organisation when it was under attack, Mr Ofosu said, and reminded practitioners on the need to be abreast with current political, economic and social happenings as well as educate themselves on their organisations' management policies.

He said PR should also help to overcome executive isolation by ensuring that Management made necessary and full information available to its publics in times of crisis. 18 July 05