Ghana Institute of Journalism (GIJ) has guided students on how to bridge the gap between academic theories and real-life corporate practices through its “GIJ Academic-Practitioner Conference.”
The 2022 GIJ Academic-Practitioner Conference held on the theme: “The PR & Marketing Communications Practice & Taught: Real or Perceived Gap?”, witnessed experts from both academia and the corporate world gather to share with students how best they could thrive in the corporate world after school.
The event recently hosted at the GIJ Dzorwulu Campus, saw a filled auditorium as students enjoyed the privilege to listen to speakers like Dr. Abena Animwaa, Head of Department of Communication Studies, University of Ghana; Paa Kwesi Forson, Head of Public Relations, Global Media Alliance; Cynthia Ofori-Dwumfo, Group Head – Marketing & Corporate Affairs, Hollard Ghana; and Benjamin Alpha, Corporate Communications Professional.
The rest were Sophia Kujordji, Chief Corporate Communications Officer, Jospong Group of Companies; Dr. Isaac Tandoh, Lecturer, Faculty of Public Relations, Advertising and Marketing, GIJ; and Joyce Ahiadorme, Head of Transformation and Communications, Tex styles Ghana Limited.
Dr. Isaac Tandoh, a decorated lecturer and an expert in both academia and corporate practice shared that the perceived gaps between academia and practice are only exaggerated.
According to him, theories evolve hence students need to apply theories in a structured contest.
“Perceived gaps are just exaggerated. I’m tempted to say they are not existent. I had previously worked in the corporate with big institutions and the money was quite good for me. Finally, I decided to step into academic but one of the reasons I joined is that after my PHD studies I was still thinking if I need to go back to the industry and make my money. But most of the HRs I met questioned why would they employ a Dr who was only good with theories.
“I only knew this after I encountered one after an interview and was like I did very well but the assumption was that Drs are too theoretical. Then I asked him respectfully what is theory? He couldn’t answer but they were accusing me of being theoretical. Meanwhile these corporate bodies come to us and I have done a lot of trading programmed for a number of them in the country. So, for me if you really understand your theories, your practice will be better,” he said.
Joyce Ahiadorme on the other hand reiterated that industry is result oriented and powered by actions only. She highlighted that the ability to apply theories learnt to real work will guarantee success.
“The truth is you need the theories. For the individuals, the theories are important but do not think that is all. It is the application of those theories when you come in. For the lecturers and schools, the world is changing and for us things move quickly. Now climate change is globally talked about and there are theories around it that would begin to teach people. We talked about CSR when I was in school now it is ESG in the field.”
Paa Kwesi Forson. Head of Public Relations at Global Media Alliance, admonished students to build great relationships with their colleagues as this can help them in the future.
Head of Corporate Communications, Jospong Group, Sophia Kujordji in her view acknowledged that indeed there are perceived gaps between academia and practice. However, there are real ones.
She urged students to engage in internships and volunteerism to allow them to settle effortlessly in the corporate world.
“There are somethings that when you go into the work space you realize that yes, you have the theories but it has to be put into context for application. We can make it easier for ourselves through internships and offering ourselves, volunteer for other services just to learn or just to appreciate whether what you’re learning in school is what is pertaining here.
“The theory is key and very important. It gives you the basis and something to stand on to the next level. It is also important to have that humility, soft skill to enter into the workspace. You can’t do with one without the other. They have to go together,” she pointed out.
Also representing the academic field, Dr. Abena Yeboah-Banin reiterated that knowledge sharing is the primary purpose of educational institutions. However, according to her, such institutions are being denied the necessary resources to prepare the students for the job market.
“We create the knowledge and use however many available avenues to share that knowledge. There are two key resources that I’ve noticed that the academic is being denied. First is the resourcing for running that institution and the teaching and learning environment.
“Increasingly, the money and other resources needed to do that and be good at it are being taken away from academics but alongside it is the expectation that the academic should do magic and still be able to produce people who are ready for the market.
“Second resource is the individual student’s readiness to be prepped. Unfortunately, we are dealing with students who are not driven, they don’t want to do the work and always want somebody to do the work for them. All they came in there for was the certificate. Walk out with it and not be able to do anything.”
Cynthia Ofori-Dwumfo on her part mentioned that society needs to encourage strict values through socialization as she said intentionality is the key to bridging the perceived gaps.
According to Benjamin Alpha, exploring is the key to skill development. The thought-provoking conference inspired sparked questions from students, while the renowned speakers satisfied their curiosity.
Professor Eric Opoku Mensah, the Deputy Rector, also admonished students to take classroom experiences seriously as they serve as critical tools for the job market.
Speakers were appreciated with citations from the Public Relations department for honouring their request to share their experiences.
Bright Senanu, the Executive Producer and the Event Marketing and Promotion Lecturer under whose leadership this conference was held was also appreciated with a citation.
The conference was successfully moderated by PR lecturer, Doctoral Researcher, Brand and Corporate Communication Strategist, Noel Nutsugah.
