Over the past few years, Alex Kofi Adu, prevalently known as Agya Koo, has been in the news for various reasons. If it’s not this, then it is that…

In 2002, he was dragged to the Domestic Violence and Victim Support Unit (DOVVSU) of the Ghana police Service by his wife, Victoria Owusuaa Adomako, for neglecting his responsibilities as a father, husband, and also having extra-marital affair with another woman. In response to this, Agya Koo was almost on every radio station in the country trying to explain matters to the public.

Next was the case with his shopkeeper. It was reported that, Agya Koo had taken Cecilia Tandoh (Shopkeeper) to the Kumasi Metropolitan Assembly Circuit Court for allegedly stealing his GHS 60,000. According to Cecilia, Agya Koo fabricated the story because she refused to have sex with him. This also became news which Agya Koo defended himself on several platforms.

Do you remember the visa fraud case? That was in the early 2013. A warrant was issued by the Accra Circuit Court for the arrest of Agya Koo for defrauding an individual an amount of GHS 3,800 in order to acquire him a visa to travel to the United States of America. It was reported that although the warrant was placed at all exit and entry points in the country to prevent him from travelling out of the country, Agya Koo managed to ‘beat’ immigration officials at the Kotoka Internal Airport and travelled to Abu Dhabi. When contacted, Agya Koo denied the allegation levelled against him.

But when he touched down, he was arrested and locked up…

Another issue that became news all over the airwaves was Agya Koo’s beef with colleague actor, Kwaku Manu. The two had misunderstandings between them which resulted in them not talking to each other. These two were all over radio stations defending their sides of the story.

Currently, Agya Koo claims Kumawood producers have teamed up against him in order to end his acting career. This, according to him, might force him to quit acting and consider evangelism or focus on his musical career. I cannot count the number of times Agya Koo has been on radio stations to address this particular issue.

The long and short of this analysis is not about him defending himself on media platforms, but the approaches he use.

Somewhere last three weeks, he was interviewed via phone on Peace Fm’s Entertainment Review. How he responded and answered various questions posed at him made Mark Okraku Mante (CEO of Slip Music) suggested that he should change the approach to which he answers questions.

Last week, GhanaCelebrities.Com wrote an article on if celebrities ought to answer/address every negative report about them. Why does one have to spend precious time responding to every allegation levelled against him/her? Even if a public figure wants to do so, he/she must do it strategically, in order not to add more salt to the injury.

In the case of Agya Koo, he has been talking way too much. What baffles me is the fact that he gets angry whenever he is being interviewed, and this keeps soiling the image that he has built for long. His emotions drive him to talk about his issues, and that’s going against him and his well-established brand. I consider the recent statement he made that his “ex-wife sells ice-water on the streets of Kasoa” as worthless. These are petty things that can go a long way to damage his brand in the future, if not now.

His long talks are beginning to get boring. It is obvious that whatever he now says are either about defending himself or attacking someone, but not anything contributing to the movie and entertainment industry as a whole.

This is why we keep advising celebrities to make effective use of PR (Public Relations) tactics. The case of Agya Koo would have been totally different if he had proper PR measures put in place.

I would love it if he chooses to remain silent on all issues about him because for now, we are tired of his plenty talks.