Kwesi Pratt Jnr Slams TV Stations Over Facebook-Follower Hiring Criteria for Presenters

Veteran journalist and Managing Editor of the Insight newspaper, Kwesi Pratt Jnr, has condemned the growing practice among some Ghanaian television stations of requiring prospective presenters to have a certain number of Facebook followers before they are considered for employment.

"A Complete Affront to Our Standards"

Speaking at the Ghana Journalists Association's (GJA) 77th anniversary symposium in Accra on Wednesday, August 19, 2026, Mr Pratt said some television stations now assess job applicants primarily on the basis of their social media following rather than their journalistic competence.

"I know some television stations you don't get employed as a presenter if you don't have a certain number of followers on Facebook," he said.

He described the practice as "a complete affront to all of our standards" and said media houses that had adopted such an approach "should bow their heads in shame," warning that it was "contributing significantly to undermining our credibility."

Journalism Should Not Be a Popularity Contest

Mr Pratt's remarks formed part of a broader discussion on the growing influence of social media platforms on editorial decisions, audience measurement, and the recruitment of media professionals. He argued that journalism should not be reduced to a contest for attention, insisting that the primary duty of journalists is to establish what the public needs to know rather than simply to maximise audience engagement.

He noted that digital platforms often reward attention through controversy, outrage, and sensationalism, whereas genuine journalism requires professional judgement. He therefore urged newsrooms not to allow the speed of digital publishing to erode the standards that distinguish professional journalism from general online content.

Whose Stories Make the News?
Mr Pratt also challenged Ghanaian media organisations to reconsider whose experiences dominate national news coverage. He observed that major news bulletins often centre on state officials, corporate executives, and institutional authorities, while farmers, market women, fishermen, teachers, nurses, unemployed young people, and entire communities receive far less sustained attention.

Editorial Independence and Economic Pressure

Beyond the question of social media metrics, Mr Pratt raised concerns about the influence of ownership structures, funding, advertising, and political interests on editorial independence in Ghana's media landscape.

He argued that freedom from direct government censorship does not necessarily mean journalists are free from other forms of pressure, adding that media organisations cannot demand fearless and independent journalism from their reporters while failing to address the economic and professional conditions under which those journalists operate.

The symposium was held under the theme: "GJA at 77: Building on our legacy, advancing ethical journalism and shaping the future of digital media.

Mustapha Bature Sallama medical Science communicator, Private Investigator, Criminal Investigation and Intelligence Analysis,United States Institute of Peace (USIP), mustysallama@gmail.com +233555275880

References

Graphic Online, "Pratt slams TV stations for using Facebook followers to recruit presenters" https://www.graphic.com.gh/news/general-news/pratt-slams-tv-stations-for-using-facebook-followers-to-recruit-presenters.html

ModernGhana, "'Bow your heads in shame for employing people with huge Facebook followers as presenters' Kwesi Pratt to TV stations" https://www.modernghana.com/news/1520770/bow-your-heads-in-shame-for-employing-people-with.html

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