Deputy Presidential Spokesperson Calls for Stronger Partnerships to Drive Behavioural Change Campaigns
The Deputy Presidential Spokesperson, Shamima Muslim, has called for stronger collaboration between the government, the Information Services Department (ISD) and the media to develop sustained public education campaigns aimed at promoting positive behavioural change among citizens.
Delivering the keynote address on behalf of the Minister for Government Communications at the 2026 Government Public Relations Officers Mid-Year Performance Review Meeting in Accra, Madam Muslim said changing public attitudes and behaviours remains one of the most challenging areas of public communication.
She explained that even well-designed communication campaigns often produce gradual changes in public behaviour, requiring consistent engagement, accurate messaging and long-term commitment from stakeholders.
“Behavioural change communication remains one of the most difficult aspects of public communication, and even successful campaigns often achieve only modest changes in public behaviour,” she said.
Madam Muslim said sustained campaigns are needed to address issues that require changes in public attitudes, adding that the government alone cannot achieve this without support from communication professionals, media organisations and other partners.
She urged stakeholders to work together to design and implement nationwide public education programmes that respond to the needs of citizens and encourage responsible actions.
The Deputy Minister said effective communication plays an important role in helping citizens understand public policies, improve trust in institutions and support national development efforts.
She also encouraged public relations practitioners to adopt innovative approaches, including the use of digital platforms and emerging technologies, to expand the reach and impact of public education campaigns.
The Acting Director of the Information Services Department, Dr Winifred Nafisah, described the occasion as historic, noting that it was the first time the department had formally celebrated World Public Relations Day.
She revealed that combining the global celebration with the Government PRO’s Mid-Year Performance Review provided an opportunity to assess achievements made during the first half of 2026 while reflecting on the future of strategic communication amid rapid technological advancement.
Dr Nafisah stressed that although technology and artificial intelligence continue to transform communication, they cannot replace the human qualities of empathy and relationship-building that define effective public relations.
The meeting, held under the theme “The Golden Age of Strategic Public Relations: Empowering Government Through Effective Communication,” brought together government public relations officers, representatives of the Institute of Public Relations (IPR), Ghana, the State Interests and Governance Authority (SIGA), officers from Ghana’s foreign missions who joined virtually, and other communication professionals.
Deborah Narkie Nartey, ISD
