Journalists smiled, KGL won: my SITE PR evaluation model of the 29th GJA/KGL awards [OPINION]

Disclaimer

This article is without prejudice to previous engagements between KGL and GJA. It does not take sides in the current media exchange between KGL and The Fourth Estate. It is purely an academic piece that outlines my observations at the 29th GJA/KGL Awards, as a Communications Consultant and Researcher. I have used the SITE Model to conduct this assessment and to highlight how events can serve as one of the most powerful tools in a public relations toolkit.

Situation

Ahead of the ceremony, The Fourth Estate, a budding investigative outlet under the Media Foundation for West Africa (MFWA), withdrew from the awards. According to a statement issued by the outlet, KGL, the headline sponsor of this year’s GJA/KGL Awards, has been on their radar over its contract with the NLA. They cited extensive media queries to KGL regarding the NLA–KGL deal.

According to The Fourth Estate, despite generating revenue of over GHS 3 billion from operating the NLA’s lottery, KGL was required to pay only GHS 156.7 million to the state. In their view, such deals are inimical to the interest of the state.

In a nutshell, their withdrawal stemmed from concerns that their investigative work on KGL placed them in a potential conflict of interest, since they had been named as finalists for the awards. Logically, it would appear that The Fourth Estate sought to avoid compromising their firm stance regarding the KGL contract—hence their withdrawal.

Initiative/Context

The 29th GJA/KGL Ghana Journalists Awards, held under the distinguished patronage of His Royal Majesty Otumfuo Osei Tutu II, was by all standards a success. The ceremony assembled the best professionals within the ink fraternity to celebrate journalistic excellence and courage.

The beaming smiles of journalists present—even those who did not win awards—were enough to reveal the collective joy of the occasion. From the President of the Republic to student journalists, it was clear that everyone had something to smile about.

As I closely monitored the event, I could not help but conclude that, while the day was for journalists—and by extension, journalism—public relations, particularly the kind executed by KGL, ultimately won the day.

Task (Strategic Ideation/Tactical Execution)

The task was simple: the Chairman of KGL was to be present at the event. As the founder of the headline sponsor, he was seated close to the President, Chief Justice, and other dignitaries.

For an event that featured representation from all three arms of government, headline sponsorship meant that the KGL Chairman had a golden opportunity to interact and shed light on KGL’s role. There could not have been a more powerful audience—comprising the President, Acting Chief Justice, Members of Parliament, Ministers of State, Presidential Staffers, the IGP, and leading journalists.

In line with the full execution strategy, KGL received several favourable mentions by the MC, who offered generous praise for the Chairman and his company. The Chairman also delivered a speech, emphasising the importance of local ownership and calling for stronger support for Ghanaian enterprises. He also touched, albeit briefly, on the need for professionalism among practitioners.

Immediately after his remarks, an animated video of the KGL Foundation’s logo was displayed, earning applause and strong brand recognition. The MC followed up with further commendations for the Chairman, even noting that he was an old student of Mfantsipim.

Evaluation

1. The biggest winner, in my estimation, was KGL. This underscores the importance of event sponsorship in public relations delivery and execution.

2. As the GJA President indicated, this was arguably the only event that brought together all heads of the three arms of government under one roof. The event flyer even advertised the attendance of the President, Speaker, Acting Chief Justice, and the Minority Leader (who, however, was absent).

   Hosting the programme for the first time at Manhyia Palace, under the patronage of the occupant of the Golden Stool, was strategic. I doubt there could be another opportunity for such high-powered representation than at a GJA Awards ceremony. Whoever conceptualised this event deserves commendation—it was strategic and timely. In a nutshell, the event was perfectly suited to the prevailing issues, reminiscent of Marshall McLuhan’s media theory, “The Medium is the Message.”

3. The Chairman’s speech was particularly impactful. Even before referring to his script, he spoke extemporaneously, highlighting local ownership and applying the inverted pyramid model—stating what mattered most first.

4. The MC performed excellently. Favourable brand mentions in such a powerful context cannot be overstated. (Anyone familiar with Robert Cialdini’s Influence: The Psychology of Persuasion would understand why the MC’s emphasis on the Chairman’s Mfantsipim connection was a subtle but effective influence technique.)

5. Event sponsorships are the lifeblood of brand association and effective public relations strategy. With the right choice of event, context, and sponsorship package, this becomes a powerful tactical arsenal in the PR toolkit. As a Communications Consultant, I know that sponsorships of this nature are never purely altruistic. They are deliberate, strategic statements.

   It is PR in execution. It is the Medium. It is the Message.

Skoba Communications
IMC Consultancy and Training
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