The African University College of Communications (AUCC) has introduced a new course- Public Diplomacy and Global Communication- designed to equip communicators to play proper advocacy roles.
The course is aimed at turning trainees into ambassadors to enable them to play advocacy roles in the promotion of goods and services put under their control by their institutions or companies both on the domestic and global markets.
Speaking at a programme to launch the course last Thursday, Ambassador Dr William Brandful, Ghana’s former Ambassador to Japan, said the course had been designed for corporate institutions, including financial organisations, ministries, department, agencies, and non-governmental organisations (NGOs).
He said the course, which is a certificate programme, would take place on the premises of the AUCC, and would run for eight weeks, from May and June 2014, at a cost ranging between GH¢1,200 and GH¢1,500 per participant.
He expressed his appreciation to the AUCC for the introduction of the course, and said it would eventually become beneficial not only to Ghanaians but, potentially, to neighbouring countries as well.
Essence of communication
He said communication was essential to a nation’s identity and culture, adding that “Global communication will help us communicate with others in a manner that transcends languages and cultural barriers.”
Communication was at the centre of everything, including how we create and maintain messages and information in our communities, workplaces and around the world, he stated.
He said persons who would undertake the course would be better positioned to render efficient services in the delivery of goods and services at higher levels.
Ambassador Branful, who is also a faculty member, said the modules for the course had been carefully selected to equip trainees to become excellent agents of public diplomacy and effective communicators.
Professor Kweku Armah, acting President, AUCC, urged all corporate entities to endeavour to sponsor their staff to undergo the training as their companies would benefit immensely from it.
Faculty members are Ambassador Dr William Brandful, former Ghana’s Ambassador to Japan; Ambassador Patrick Hayford, Commonwealth Secretary General’s Advisor in Swaziland; and former Director for African Affairs, United Nations.
The rest are Ambassador Mrs Ellen Nee-Whang, former Ghana’s High Commissioner to South Africa and former Ghana’s Representative to the United Nations Office in Geneva, and Ambassador Lawrence Satuh, former Ghana’s Ambassador to Algeria.
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