Rev. Bernard Antwi Gyimah, Public Relations Officer of the Asante Presbytery and Minister of the Ebenezer Congregation, Asawase, has urged Public Relations Officers of the Presbyterian Church of Ghana to rise beyond routine announcements and embrace their calling as strategic leaders in the church’s communication ministry.
He delivered the charge during a key session at the Strategic Church Communication and Public Relations Seminar, where he spoke on the theme “Effective PR Leadership Through Presence, Relevance, and Impact.” Rev. Antwi Gyimah noted that church communication has undergone a dramatic transformation, making it necessary for the PR Office to assume its rightful place within the Church’s communication structure.
He stressed that effective PR leadership today is not defined by posting content alone but by embodying three essential pillars—Presence, Relevance, and Impact—which, he explained, elevate communication from a task into a ministry and from a function into a strategic leadership responsibility. He described Presence as the ability to be where conversations are happening, insisting that if people are engaging on WhatsApp, TikTok, Facebook, radio, or other platforms, the church must maintain a visible and credible voice there.
On Relevance, he emphasised the need for timely, truthful, and biblically grounded communication that speaks to real issues and builds trust. He defined Impact as communication that moves people from simply seeing a post to genuinely hearing and responding to the message, shifting engagement from information to transformation.
Rev. Antwi Gyimah explained that two broad roles emerge in Public Relations—the technician, who handles tools, cameras, captions, and posts, and the manager, who shapes strategy, advises leadership, manages reputation, and builds relationships. He stressed that the modern church PRO can no longer be seen merely as an announcer, photographer, or social media administrator.
Instead, he described the PRO as a strategic leader who shapes institutional perception, a brand steward who protects the church’s credibility, a relationship builder who connects the church with its stakeholders, a digital missionary who uses technology to advance the Gospel, and a change agent who helps the church communicate effectively in a rapidly evolving environment.
Linking his message to the seminar theme, “Celebrating Our Heritage; Building on the Foundation Already Laid” (1 Corinthians 3:11), he urged PROs to build on Christ’s foundation by stepping up as leaders rather than operators. “When you lead with presence, relevance, and impact, you stop working unto men and start serving from the heart unto the Lord,” he said.
By: Solomon Boakye Akosa
