The University Relations Officer of the Kwame Nkrumah University of Science and Technology, Kumasi (KNUST), Dr Daniel Norris Bekoe, has urged students in tertiary institutions to develop strong communication skills, embrace digital technologies responsibly and build credible personal brands to position themselves for academic excellence, leadership, entrepreneurship and professional success in the digital age.
He made the call during the 2026 PR Summit organised by the KNUST Student Representative Council.
Delivering a presentation on the theme, "Communicating for Impact in the Digital Age: Strategies for Student Success, Leadership and Professional Excellence," Dr Bekoe said communication had become one of the most valuable competencies of the 21st century, driven by rapid advances in digital technologies, artificial intelligence (AI) and social media.
He observed that while technology had made communication faster and more accessible, it had also introduced challenges such as misinformation, digital distractions and information overload. According to him, the true measure of effective communication lies not in the number of likes, shares or followers, but in its ability to influence attitudes, inspire action, build trust, solve problems and create meaningful change.
Dr Bekoe explained that communication had evolved from the traditional one-way flow of information through newspapers, radio and television to an interactive, participatory process powered by digital platforms. He noted that today's students had unprecedented opportunities to reach global audiences and shape conversations through social media, podcasts, blogs, videos and other digital platforms.
Highlighting the importance of communication in higher education, he said effective communication enhances academic performance by strengthening students' presentation, research, writing and collaboration skills. He added that leadership is fundamentally a communication process that requires leaders to articulate a vision, inspire others, resolve conflicts and build consensus.
Dr Bekoe further said communication skills remained among the competencies most sought by employers. He noted that graduates who communicate effectively are better equipped to succeed in job interviews, prepare professional reports, deliver persuasive presentations, negotiate successfully and lead diverse teams.
On entrepreneurship, he said innovative ideas achieve commercial success only when entrepreneurs can effectively communicate the value of their products, services and brands to customers, investors and other stakeholders.
Addressing the growing importance of personal branding, Dr Bekoe encouraged students to deliberately manage their digital footprints by maintaining professionalism on social media, sharing valuable content, showcasing achievements and engaging respectfully online.
He reminded students that employers and scholarship providers increasingly assess candidates based on their online presence, describing one's digital reputation as "the twenty-first-century curriculum vitae."
The communication scholar also underscored the importance of digital storytelling and visual communication in capturing audience attention and enhancing message retention. He encouraged students to leverage multimedia tools such as videos, infographics, podcasts, animations and photography to communicate ideas more effectively.
Dr Bekoe expressed concern over the spread of misinformation and disinformation on digital platforms and urged students to verify information before sharing it. He advised them to consult credible sources, fact-check claims, avoid sensationalism and promote media literacy to safeguard personal credibility and public trust.
On the growing influence of AI, he acknowledged its enormous potential to support content creation, translation, data analysis and learning. However, he cautioned students to remain mindful of ethical concerns, academic integrity, privacy and accuracy. He emphasised that while AI can enhance communication, human qualities such as creativity, empathy, ethical judgement and critical thinking remain indispensable.
Dr Bekoe also described ethical communication as the foundation of trust and credibility. He urged students to uphold honesty, integrity, transparency, accountability and respect while avoiding plagiarism, cyberbullying, hate speech, manipulation and privacy violations.
He identified key competencies required for future success, including writing, public speaking, digital literacy, media literacy, AI literacy, emotional intelligence, teamwork, cross-cultural communication, critical thinking and problem-solving.
As practical steps towards becoming impactful communicators, Dr Bekoe encouraged students to read extensively, practise public speaking, develop professional online profiles, acquire digital content creation skills, think carefully before posting on social media, embrace lifelong learning and focus on creating value through their communication.
Concluding his presentation, Dr Bekoe reiterated that communication is far more than an academic skill, describing it as a lifelong asset that shapes leadership, employability, entrepreneurship and societal development. He challenged students to use digital platforms responsibly to build trust, inspire positive action and contribute meaningfully to their communities and the wider world.
