PR pros urged to reshape image

Ivan Zhakata-Herald Correspondent

YOUNG public relations and communication professionals have been challenged to take the lead in reshaping the country’s image through authentic, ethical storytelling that reflects the true Zimbabwe, beyond the stereotypes and digital noise.

Speaking on behalf of Information, Publicity and Broadcasting Services Minister Dr Jenfan Muswere at the inaugural 40 Under Forty Public Relations and Communication Practitioners Zimbabwe Awards last Friday, acting Permanent Secretary Mr Jonathan Gandari said the new generation of PR practitioners should own the narrative and build a Zimbabwean brand rooted in truth, culture and national vision.

“We are in an era where narratives can be manufactured by algorithms, without sources, without a base,” Mr Gandari said.

“The stories about Zimbabwe, especially in global digital spaces, are often blurred or outdated. We are counting on you, the young communicators, to use your ingenuity, not artificial intelligence, to make our story known.”

Held under the theme, “The next generation in public relations and communications”, the ceremony celebrated innovation, dedication and leadership in the media, marketing and communication sectors.

Mr Gandari said while the rise of AI and influencer culture has flooded the digital space with generic content, it is up to professionals in the communications field to produce verifiable, inspiring, and proudly Zimbabwean narratives.

“If artificial intelligence leads the way unchecked, your identity may never surface,” he said.

“Let us not let others define us. What the world knows about the United States is the content they created about themselves. We must do the same for Zimbabwe.”

He further urged award recipients to view themselves as a community of practice guided by ethics, accountability, and excellence.

Mr Gandari illustrated his point by sharing the kind of PR professional he would hire for Government.

“If we are hosting a conference in Victoria Falls, I want the PR person who arrives early, identifies a billionaire delegate, builds a connection, and books an appointment, even before I arrive. That is value. That is strategy,” he said.

Government was backing the sector through infrastructure investments such as the Zimbabwe Digital 2 initiative, which will expand radio and TV access, create new content hubs, and support the growth of community and special-interest radio stations.

“We are building platforms where your voices can be heard. We want to see you on television, hear you on radio, and even catch a signal in the sky like white smoke, letting us know something big is happening,” Mr Gandari said.

The event, a milestone for the PR profession in Zimbabwe, also reaffirmed Government support for media diversity, youth empowerment and national storytelling as key tools in the journey toward transforming Zimbabwe into an upper-middle-income economy.

“Let the world see your work. Let them feel your excellence. We have a beautiful story; it’s time the world knew it from you,” Mr Gandari said.

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