Veteran journalist Kwesi Pratt Jnr has strongly condemned the growing practice among TV stations in Ghana of using Facebook follower counts as a key criterion for hiring presenters.
Speaking at the GJA’s 77th anniversary symposium in Accra on August 19, 2026, Pratt called the policy “a complete affront” to professional standards, arguing it undermines journalistic credibility.
He urged media houses to review recruitment practices, warning that prioritising social media popularity over editorial judgment risks reducing journalism to a “contest for attention.”
Pratt emphasised that a journalist’s duty is to inform the public, not merely maximise engagement, cautioning that digital platforms reward speed and sensationalism, while true journalism demands judgment and verification.
He also challenged newsrooms to broaden coverage beyond elites, urging sustained attention to ordinary citizens, farmers, traders, nurses, and the unemployed, who, he said, “hold the country in place” but are often ignored except in times of crisis.
Calling for a return to listening as much as speaking, Pratt stressed that media credibility must be built on accuracy, fairness, courage, and independence, not just from state censorship, but also from ownership, political, and commercial pressures.
He concluded that media houses cannot demand fearless journalism while neglecting the professional and economic conditions under which journalists work.
The symposium theme was: “GJA at 77: Building on our legacy, advancing ethical journalism and shaping the future of digital media.”
