–at launch of new association

PUBLIC relations professionals must uphold the highest ethical standards, embrace lifelong learning and position themselves as trusted advisers if they are to play a meaningful role in Guyana’s rapid transformation, Minister within the Office of the Prime Minister with responsibility for Public Affairs, Kwame McCoy, has said.

He emphasised this point while delivering the feature address at the launch of the Public Relations Association of Guyana (PRAG) on Thursday.

Delivering the feature address at the association’s official launch, McCoy described the establishment of PRAG as a significant milestone for the communications profession, stating it reflects the country’s progress and the growing recognition of strategic communication as a vital component of national development.

He said “Far more than the launch of this professional association, it is the recognition of a body whose importance has grown immeasurably alongside the evolution of the modern society we have begun to build.”

According to the minister, the association arrives at a critical time when information travels instantly, public trust is constantly tested, and communication professionals are increasingly expected to guide institutions through complex public conversations.

“It is an acknowledgement that in today’s world where information moves instantly and perceptions are formed rapidly and trust is constantly tested, strategic communication has become indispensable to effective leadership, responsible governance and sustainable development,” McCoy told attendees.

EVOLUTION OF PUBLIC RELATIONS

He argued that the field of public relations has evolved well beyond publicity and media management into a strategic discipline that should be integrated into decision-making from the very beginning of policy development.

“The communication professional, the public relations practitioner should be in the room from day one… because they need to be part of that build out,” he said, noting that communicators are too often viewed only as crisis managers after problems emerge.

McCoy stressed that every successful policy depends on public understanding and confidence, while every institution depends on trust.

“Trust, very important,” he said, adding that communications professionals help leaders anticipate public concerns, explain complicated issues, strengthen relationships with stakeholders and protect institutional credibility.

He warned that while reputations can take decades to build, they can be destroyed within hours through poor communication, misinformation or a lack of transparency.

REPUTATION CANNOT BE MANUFACTURED

“Reputation cannot be manufactured, it must be earned,” he declared, adding: “The most effective communicators understand that lasting reputations are built not on polished messaging alone but on truth, accountability and genuine engagement.”

Turning to Guyana’s rapid economic expansion, McCoy said the country’s emergence on the international stage has heightened expectations both locally and abroad.

He observed that governments, investors, international organisations and international media are paying closer attention to Guyana than ever before, while citizens also expect clear and reliable information about the country’s ongoing transformation.

“Development is not measured only by roads and bridges and hospitals or economic indicators,” he said, noting: “Sustainable development depends upon informed citizens, trusted institutions and meaningful dialogue between governments and the people they serve.”

The minister cautioned that when communication fails to keep pace with development, uncertainty grows, misinformation flourishes and public confidence can quickly erode.

As technology continues to reshape the communications landscape, McCoy acknowledged the opportunities presented by artificial intelligence but warned of its accompanying risks, including manipulated content, deepfakes and sophisticated misinformation campaigns.

“In an age where everyone has a platform, credibility has become more valuable than visibility,” he said, adding: “The challenge is no longer simply to be heard. The challenge is to be trusted.”

While embracing innovation, he insisted that ethical principles must remain at the centre of professional communication.

“Technology may accelerate communication but integrity remains its foundation,” McCoy stated.

He urged PRAG to establish strong professional standards by promoting ethics, continuous training, mentorship and certification while serving as a collective voice for the profession.

The association, he said, has the potential to become “a centre of excellence of professional learning and certification” and contribute meaningfully to national discussions on artificial intelligence, digital governance, information integrity and public trust.

McCoy also encouraged practitioners to continuously improve their qualifications by taking advantage of scholarship opportunities and professional development programmes.

“There are so many learning opportunities in our midst today,” he said. “Never, never give up on learning. Never stop learning.”

Highlighting government initiatives to strengthen the communications sector, the minister pointed to the Media and Communication Academy, which he said has become a successful training programme.

“We have been deploying them today across the country, not only for government services, in the private media and elsewhere,” he said.

Addressing the association’s members directly, McCoy outlined several priorities for the profession, beginning with a commitment to excellence and ethical conduct.

“Protect the ethical foundations of your profession,” he urged.

RESIST THE TEMPTATION

The minister added: “Resist the temptation to sacrifice credibility for convenience or short-term advantage. In a world increasingly saturated with misinformation and disinformation, your greatest contribution will be your unwavering commitment to truth.”

He also encouraged practitioners to move beyond traditional communications roles and become strategic advisers capable of helping leaders make better-informed decisions.

Minister McCoy stated, “The greatest public relations professionals do not merely write speeches or manage media engagements. They help leaders think more strategically, make better decisions and understand the perspective of those that you serve.”

McCoy further challenged practitioners to embrace emerging technologies responsibly.

“Artificial intelligence and digital platforms should enhance, not replace human judgement, empathy and ethical responsibility,” he said.

Concluding his address, the minister pledged the government’s support for PRAG as it develops into a respected national institution.

“As Minister of Information, I assure you of the government’s commitment to engaging constructively with this association as it grows into a respected national institution,” he said.

Congratulating the executive and founding members, McCoy expressed confidence that the organisation would strengthen professional standards while contributing to Guyana’s continued development.

“I wish that this association will flourish and flourish and flourish, that it will elevate your profession and that it will serve our nation with distinction,” he said.