Accra, Aug. 17, GNA - Proactive Public Relations, a 220-page book, to provide a succinct guide to the role and responsibility of public relations practitioners has been launched in Accra. The book, which is the first in the trilogy, provides a unique Afro-centric perspective of Public Relations, highlighting the many challenges and opportunities facing practitioners on the continent. It was co-authored by Mr Kojo Yankah, Former President of Institute of Public Relations, Ghana, and Mr Chris Skinner, a South African born Cambridge University Scholar, and published by Black Mask Limited, a Ghanaian firm.

Mrs Vicky Wireko-Andoh, a Public Relations Consultant, launching the book, recommended it to all practitioners, saying 93It is a masterpiece, brewed in an African Pot."

Dr Jeanatte Ndhlovu, South African High Commissioner to Ghana noted that it was time for Africans to endeavour to change the world's erroneous perception of the continent. She said 93In this globalised world, we (Africans) need to educate ourselves to adequately educate the world about the true African and portray ourselves in the right direction," for the world to accord Africans their rightful place.

Dr Ndhlovu said effective Public Relations could help in that direction stressing 93We need to define for ourselves who we are, rather than allow others to do it for us." She commended the authors, saying their collaboration was a sign of African unity and progress.

Mr Yankah said the book was written as a contribution to the knowledge level on the continent. He said Public Relations had been taken for granted, and called on practitioners to be professional to help to improve activities in the society.

Mr Skinner observed that Public Relations or Communication was crucial in all spheres of life and called on all and sundry to access the book to improve their performance.