Swakopmund: Journalists and public relations practitioners have called for stronger collaboration and cross-border partnerships, saying rebuilding trust between the media and communicators is essential to maintaining public confidence while ensuring African stories reach wider audiences.

According to Namibia Press Agency, the call was made during breakaway sessions at the Effective Communicators Conference (ECC) in Swakopmund, where speakers acknowledged growing tensions between journalists and communications practitioners but stressed that both professions share a responsibility to serve the public interest.

Veteran communicator Wonder Guchu highlighted the significant changes in the communications landscape, which now demands greater openness and places organizations under increased public scrutiny. He emphasized that trust must be earned through transparency and openness, urging communicators to acknowledge challenges early and outline corrective measures.

Veteran journalist and former public relations practitioner Ester Mbathera reminded communicators that journalists are partners, not adversaries. She stressed the importance of timely, accurate information, as lengthy approval processes could deny the public access to credible information.

Grootfontein Municipality public relations officer Luke Salomo pointed out that communicators are often excluded from strategic decision-making processes, yet they are expected to manage reputational damage during crises. This exclusion, he argued, weakens crisis management and public trust.

Asmau Galadanchi, Senior Specialist for Advocacy and Communications at Nigeria's Rural Electrification Agency-Nigeria Electrification Project (REA-NEP), shared that her organization prioritizes stories from communities benefiting from clean energy projects. She advocated for stronger collaboration among African media to facilitate the free movement of stories across borders, particularly in the face of growing Afrophobia.