Open Letter To Mr. Kwesi Nyantakyi; Gfa Doesn’t Need Spin Doctors

Dear Mr. Kwesi Nyantakyi,

Let me apologise for what I'm about to say. It may hurt but I think sometimes it is necessary to do so, especially when it has the potential of shaping our football. I'm not comfortable writing what you are about to read, I think you will feel more comfortable reading it. I am a young boy in my twenties and I have followed football since I knew how to read and write.

Ghana Football Association is one of the respected Institution in the country and even the world because of the notable achievements of your predecessors.

The GFA Communications Department is shy in the communications sector. As a result, the Communications Directorate headed by Ibrahim Sannie Daara has become more reactive and less proactive. It is in these reactive situations that the GFA has tempted to spin to make things look better than they are. Many people at the GFA believe this is the fundamental job of a public relations practitioner, to make something appear better than it actually is. If the Communications Directorate manipulate, distract and maybe distort the truth to put a good face on someone or something, essentially it is not good.

I agree with the school of thought that says 'former journalists are not qualified and do not have the relevant experience to be 'parachuted' into the head of the organisational public relations function'. Ibrahim Sannie Daara, is a former journalist who used to work for the BBC before he became the head of Communications Directorate for the Association. When this happens, “it is a disaster waiting to happen” and not least because public relations is a two-way process and journalism is a one-way process.

Public relations professionals are trained to create mutually beneficial relationships between an organisation and its stakeholders. They communicate in a meaningful, valuable manner with all relevant parties but Journalists are not trained in either employee communication or community liaison. They have no experience in the sensitivities involved or the most effective means through which to communicate to this category to the public. This shows why the Communication Directorate of the GFA is mostly reactionary rather than proactive. From my research, Ibrahim Sannie Daara is not an accredited Public Relations Officer and the world doesn't need any more spin doctors.

Mr President, are those communicators who call themselves Sports analysts working for the GFA or are they journalists? I know you will disagree with me but discerning people who listen to these people will testify that they are defending GFA whether overall policy at the GFA is good or bad. Ghana football cannot be run by propaganda. How many communication directors does the GFA have?

The people who have been speaking for the GFA on radio and television are not promoting in the best possible light. Are they qualified public relation practitioners or are they journalists? The fundamental role of Public relations practitioners is identifying, building and sustaining relationships between an organization and its stakeholders. If I listen to the utterances from Kofi Manu “blue boy” and your communicators on radio and television about you and the GFA, I think they are the very people circulating the flames to get you out.

The nature of the Communications Directorate profession has been changed by your communicators because they appear to be amateur. I suggest that such people should leave journalism and go into writing novels and storytelling about the GFA. It is amazing how they are able to come out with stories, half-truths and outright lies and still let it stick on others.

Clear communication can be difficult. Don't lose your message by trying to be clever. If your goal is to build relationships, then clear communication is essential. There is a lot of focus today about the channels of communication – from the changing digital landscape to the ever-expanding social media toolbox. If you don't tell your side of the story, someone else will. If the media is doing a story, they need a quote. Let it be from you, and not from of these people. When the news is bad and the GFA refuse to talk to the media. Instead, they say, “no comment.” To the public, however, “no comment” means “we're guilty.” It also means “we're uncooperative.” Once trust is lost, it is very difficult to regain it. And, at that point, the relationship will be in jeopardy. Even if that public decides to stick with you, the lack of trust will cost the Association.

By telling your side of the story, especially in a bad situation, the communication directorate can help “frame” the story in the best possible light, without of course, making a bad situation look better than it is.

The media usually will pick the most dramatic frame because it makes for a better story. Your Communications Directorate must make sure the frame is fair and accurate – and also to suggest another frame, if necessary, that more accurately reflects the reality of the situation.

If the GFA has a negative reputation in the eyes of the public, if it cannot change a negative into a positive overnight and if it is impossible to avoid reactive public relations entirely, you must listen to the public – especially given the prevalence of social media. There should be dialogue, not a monologue with the public. The GFA must demonstrate they have heard the public by adjusting policies to public needs as much as possible. With proactive public relations, the GFA can plan and execute strategies and tactics on their own timeline, rather than having to react to a problem.

All of this requires the GFA to cooperate and work with the media to help them get a reliable story. Understanding a journalist's job, from what they need to when they need it, is fundamental to establishing constructive media relationships.

From Hughes Boateng
Student of Ghana Institute of Journalism