Fri, 27 Oct 2017 11:42:06 +0000
By Chikumbi Katebe
THE Ministry of Information and Broadcasting has advised all ministries to engage professional Public Relations Officers as an important step to building a positive image of the nation to the international community.
Information Minister Kampamba Mulenga said there was need for the profession of Public Relations to be graded to high levels in a company or institutional structure as it belonged in management.
She said her office was aware of some Government institutions who have engaged interns and in some cases part time PROs, instead of employing trained professionals able to carry out the important image building of the company or institution.
Ms Mulenga said this during her induction ceremony as the matron of the Zambia Public Relations Association (ZAPRA) at her office in Lusaka following a courtesy call by a group of six association fellows yesterday.
The minister explained that as Government, ministries must begin to engage professional PROs to help build a strong and powerful image of the Government to the people, as well as the international community.
“I urge chief executive officers in all private and public sector to get guidance and in ensuring that their organisations include public relations officers are part of their management and administration.
I have been receiving reports even in Government ministries were PROs are on a low scale employment grade or attachment from ZANIS,” he said.
She said with these officers, some ministries have been struggling to explain positive Government programmes to the people of Zambia.
She said this included private sector projects which have enhanced the lives of many Zambians benefiting from sound Government decisions.
ZAPRA secretary general Terry Musonda earlier outlined the vision of the association which stands at embracing professionalism in the association.
Mr Musonda said the association has been lobbying Government for the enactment of the law to legislate PRO in an Act of Parliament on the practice in Zambia.
