Global Media Alliance (GMA), in collaboration with ALX Ghana and Women in PR Ghana (WiPR), hosted an educational masterclass on the theme “PR x AI x Data Analytics.”

Held at the ALX Hub in Accra, the session served as the first in-person event of this year’s celebration of the World Public Relations Day Festival, attracting over 60 participants from across the public and private sectors, academia, and the PR industry.

The session featured insights from key professionals shaping the communication and technology space.

Williams Akakpo, Founder and CTO of Cure Technologies, delved into the role of data analytics in PR reporting, emphasising how data-driven insights can enhance storytelling, track performance, and measure campaign impact.

Rashida Musa, CEO of rAIma, explored the growing influence of AI on the PR landscape, helping participants understand the tools, ethics, and implications of artificial intelligence in modern communication.

Henry Nii Dottey, Head of Marketing and Corporate Communications for UBA Anglophone West Africa, provided a solid foundation in the principles of PR, drawing comparisons between traditional and digital PR, and reflecting on the role of PR in an era of misinformation and fake news.

Speaking at the event, Emma Wenani, Chief Director of Global Media Alliance, stated that the masterclass was a testament to the organisation’s continued commitment to shaping the PR industry in an ever-evolving landscape.

She added, “This masterclass reflects our commitment to equipping PR professionals with relevant tools and knowledge to navigate the changing communication landscape. As AI and data continue to shape how we engage with audiences, practitioners must understand how to use these tools responsibly and effectively.”

Edinam Adjei Sika, Events/Programmes Coordinator of Women in PR Ghana, also remarked, "We’re excited to be part of a session that makes complex tools like AI and data feel accessible and relevant. For Women in PR, especially, learning how to navigate these shifts is key to staying confident and competitive in today’s communication landscape.”

On his part, Country Manager of ALX Ghana, Nana Darko Asiedu, emphasised that ALX has consistently positioned itself as a driving force in equipping Africa’s next generation of leaders with the skills and mindset to thrive in an increasingly tech-driven world.

He noted that ALX readily welcomed the opportunity to partner with Global Media Alliance on the masterclass, recognising its potential to bridge the digital skills gap and empower communications professionals to effectively leverage AI and data in their work.

“We are very excited to have been part of this important event. At ALX, we believe that the future of work is digital, and collaborations like this play a vital role in preparing professionals to stay ahead of the curve.

"The insights shared today will go a long way in helping participants embrace innovation and apply it meaningfully within their industries,” he added.

Attendees included professionals and academia, creating a rich exchange between industry and academia. Participants expressed appreciation to GMA and its partners for organizing a relevant and skills-based session that speaks directly to the evolving needs of the PR industry.

Supported by Samsung, the World PR Day Festival continues with a range of activities, including virtual conversations on crisis communication in the digital age, the launch of an industry report, and student mentorship sessions, among others. The festival will climax with an evening fireside chat on July 18.