Let me at the onset join the Secretary General for African Public Relations Associations (APRA), Henry Rugamba and the entire Public Relations (PR) fraternity in congratulating the Zambia Institute of Public Relations and Communication (ZIPRC) for being named 2023 World PR Association of the Year. The announcement was made at the World Public Relations Forum (WPRF)- a global gathering of PR and communication professionals, thought leaders and experts – which took place recently in Chennai, India.
The Global PR Association of the Year award recognizes organizations that have made outstanding contributions to the PR industry, demonstrated leadership in their region, and displayed innovation in communication practices. In its citation WPRF said ZIPRC had, “demonstrated its dedication to promoting professionalism, ethical standards, and innovation in the field of PR and stood out among the finalists who included APCE of Portugal and Vietnam Public Relations Network”.
Apparently –whether coincidentally or not – the recognition comes a year after the Zambian Parliament passed a law governing the PR profession, courtesy of Zambia Public Relations Association (ZAPRA) which advocated for the Zambia Institute of Public Relations and Communication (ZIPRC) Bill. The bill was later assented to by President Hakainde Hichilema, effectively becoming a law.
This law demands that only qualified and competent practitioners are licensed and permitted to operate while ZIPRC works towards shaping those in training and aspiring to venture into PR and Communication practice. Besides ZIPRC has a legal backing to offer professional guidance on matters of PR and Communication in all sectors from business, corporate to government entities. In other words, with this law in place, ZIPRC has no problems when it comes to developing and enforcing sustainable standards and ethics of the profession.
Perhaps, this is what ultimately led to improvement in quality of service delivery by the profession hence elevating the standards of PR practice in Zambia thereby making a positive impact in the society. All this demonstrates Zambia government’s commitment to professionalising the practice of PR in that country. The PR profession in Zambia will no longer be looked down upon.
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Unlike other professions, PR practice in most countries Malawi inclusive is relegated to the lowest realms of institutional hierarchies. According to the 2023 APRA’s State of Ethics and the Public Relations Industry in Africa report, PR continues to be leaned on for its reactive value, as opposed to the real value it could add if it were involved at an earlier stage of an organisation’s business strategy and that “most organisations remember PR when they are challenged.”
The PR landscape in Malawi has not been spared from this unfortunate situation despite the crucial role that PR plays in enhancing visibility, managing reputation and productivity of any nation.
That is probably the reason why back in the days on 12th November, 2021, the Vice President Saulos Klaus Chilima made a call to PR practitioners to lobby their employers to recognise PR as a management function. He was addressing PR practitioners who had gathered in Mangochi during the Public Relations Society of Malawi) lakeshore annual conference.
In order to drive his point home, he quoted the definition of PR by the International Public Relations Society – well known as the Mexican statement which defines PR as “ the art and science of analyzing trends, predicting its consequences, counselling organizational leaders and preparing planned programmes of action for the benefit of the organization and its publics.” He said such tasks as outlined in the definition revolve around a management function hence PR should be treated as such.
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As a seasoned Marketer himself, the country’s Veep knows what good PR and communication could do to any organization-be it public or private. Definitely Chilima is aware that PR is most effective when a Senior PR Manager is a member of the dominant coalition – those who wield power in making strategic decisions – where he or she will be better placed to help in shaping the organisations goals as well as determining which external publics are most strategic. A PR voice in the dominant coalition is able to counsel management hence being instrumental in preventing crisis and reputational damage because he/she is able to weigh in on decisions and ensure that stakeholder interests are not overlooked. An overview of some decisions made in the boardrooms or crises experienced easily show that such decisions do not pass through reputational lens.
However, this situation can only change if there are proper legislation and policies to support the operations of PR and Communication practitioners. Maybe PRSM could borrow a leaf from ZIPRC on how they managed to achieve this feat.
Let me conclude by wishing PR practitioners all the best as they meet in Mangochi during their annual indaba this week from 5 to 7th October,2023. My humble wish, though, is that a communique at the end of the deliberation would help for proper follow-ups on issues agreed lest such a conference becomes one of those talk shows or annual get togethers. By the way, the PR fraternity in Malawi is privileged to be joined at the conference by APRA’s Rugamba. Welcome to Malawi my brother from another mother!
