Public Relations and Communication Officers from the Ministry of Commerce, Trade and Industry (MCTI) and its statutory bodies joined communication professionals from across Zambia at the 15th Zambia Institute of Public Relations and Communication (ZIPRC) Conference and Annual General Meeting. The high-level gathering took place in Livingstone from 8 to 11 June 2026 and brought together practitioners focused on strengthening the role of strategic communication in national development. The conference theme, “Beyond Buzzwords: Leading with Purpose and Impact,” set the tone for discussions centred on accountability, ethical communication, and results-driven public engagement. Participants reflected on the growing importance of public relations in shaping public understanding of government programmes and policy direction. The event also provided a platform for knowledge exchange and professional development within Zambia’s communication sector.
The conference was officially opened by the Permanent Secretary in the Ministry of Information and Media, Mr. Thabo Kawana, who delivered a strong message on the responsibility of public relations professionals in public service. He reminded delegates that PR practitioners are custodians and guardians of public trust, not just carriers of messages. His remarks emphasised that communication professionals play a critical role in ensuring that government information is accurate, timely, and ethically delivered to citizens. He further highlighted that effective communication is essential for building public confidence in government initiatives and supporting national development goals. His address reinforced the need for professionalism and integrity in all communication efforts across both public and private sectors.
Mr. Kawana also underscored the importance of collaboration between government institutions and communication professionals in driving economic development. He noted that public relations practitioners serve as strategic partners in ensuring that government policies and programmes are well understood by the public. According to him, transparent and consistent communication helps reduce misinformation and strengthens trust between citizens and government institutions. He encouraged practitioners to adopt innovative communication approaches that respond to changing media environments and audience expectations. His message aligned with the conference theme, which called for purposeful leadership and meaningful impact in communication practice.
Speaking at the same event, Ministry of Commerce, Trade and Industry Principal Public Relations Officer, Ms. Evernes Nankala, highlighted the value of the conference in strengthening institutional communication capacity. She explained that the platform provides practitioners with practical knowledge and insights on how best to communicate government programmes effectively. She further noted that engagement with citizens remains a key component of successful policy implementation. According to her, well-structured communication strategies help bridge the gap between government intentions and public understanding. She emphasised that continuous professional development is essential for communication officers to remain effective in their roles.
Ms. Nankala also pointed out that the evolving communication landscape requires practitioners to adopt new tools and strategies. She stressed the importance of understanding audience behaviour and using appropriate platforms to deliver clear and impactful messages. She noted that government communication must remain accessible, transparent, and responsive to public concerns. The conference, she said, provides an opportunity for practitioners to refine their skills and adapt to emerging communication trends. Her remarks reflected the growing need for agility and innovation in public sector communication.
The MCTI Communications Team reaffirmed its commitment to enhancing professional expertise and improving the quality of communication within the ministry and its statutory bodies. The team emphasised the importance of gaining industry insights and exploring innovative strategies that support purposeful and results-driven communication. They also highlighted the need for collaboration with other communication professionals to strengthen national messaging consistency. Participation in the ZIPRC Conference was viewed as a key opportunity to align internal communication practices with national standards. The team expressed determination to apply lessons learned to improve public engagement and service delivery communication.
Overall, the 15th ZIPRC Conference in Livingstone reinforced the critical role of public relations in national development and governance. It brought together professionals committed to advancing ethical, strategic, and impactful communication across Zambia. The discussions highlighted the importance of trust, accuracy, and innovation in shaping public understanding of government work. With growing demands for transparency and effective engagement, communication professionals are expected to play an even more central role in supporting policy implementation. The conference concluded with a strong message that purposeful communication remains essential for building public trust and driving meaningful national progress.