MARKETING GHANA ABROAD THROUGH INFORMATION

By Mawutodzl K. Abissath

WEDNESDAY, MARCH 6, 2002.

AT exactly 12 midnight on Wednesday, March 6, 2002, Ghana would have attained 45 years of nationhood. And even though 45 years is relatively short in the life of a nation, Ghana must see herself as mature enough to manage her own affairs as a sovereign state.

On Thursday, February 21, 2002, Hon Yaw Osafo-Maafo, (MP), Ghana's first Finance Minister of the 21st Century had a unique honour to present Ghana's Power House of Democracy, the second statement of Economic Policies and Budget of the New Patriotic Party (NPP) government.

As a matter of fact, this year's budget presentation ceremony was one of the most fascinating in the true sense of the word, not the least because of the jovial atmosphere in which the event took place.

There were many editors, senior journalists and representatives of almost all leading newspapers both public and privately owned, as well as national and local radio and television stations who were there to throw "journalistic blows" at the Finance Minister.

One journalist queried the Minister of Information and Presidential Affairs as to what was being done by his ministry to promote Ghana overseas. This was the way he put the question: "Jake, we know that you are very good at marketing products. What are you doing to market Ghana abroad, because we know you can do it!"

It was at this stage that Hon Obetsebi-Lamptey disclosed that his ministry had drawn up a comprehensive marketing strategy to sell Ghana overseas. But he was careful not to reveal every thing too early at that forum. So, he told the journalists that very soon, his ministry will make public how the NPP government intends to promote Ghana abroad. Information is crucial for the success of the golden age of business policy, he emphasised. Jake, then pointed his first right finger towards the Finance Minister and said: "Everything I want to do will depend on this man. If I have a fine Action Plan for Ghana, but this man does not give me the money, I cannot do anything."

The journalist who posed the question then pleaded: "Please, please, mister minister, give the Information Minister the money he needs to market our country abroad for us": This added to the fun. It was a very refreshing and interesting encounter. In fact, if politicians can take journalists into confidence and make themselves available for information, there will never be any problem between them.

Ghana can no longer toy with its information sector. Information is no longer only a propaganda tool for governments to use for self aggrandisement purposes.

The author works with Information Services Department (ISD) abissath@gmail.com

NB: This article was first published by the Daily Graphic, Wednesday, March 6, 2002.