Swakopmund: Zambia's experience in professionalising public relations (PR) demonstrates that legislation, strategic advocacy and continuous professional development can elevate communication practitioners from technical support staff to key decision-makers. This was highlighted by Irene Lungu, president of the Zambian Institute of Public Relations and Communication (ZIPRAC), during her presentation at the Effective Communicators Conference in Swakopmund on Thursday.
According to Namibia Press Agency, Lungu detailed Zambia's journey, which saw the transformation of the Zambia Association for Public Relations (ZAPRA) into the ZIPRAC through legislation enacted in August 2022. She emphasized that while the new Act governs the profession, it preserves the institute's autonomy under its constitution, allowing it to elect its own leadership.
The legislation mandates the registration of communication practitioners and regulates their professional conduct, while also enforcing continuous professional development. It further collaborates with the government on communication-related matters. Lungu stated that practising public relations without a valid licence is prohibited, and employers hiring unlicensed practitioners can face penalties.
Lungu stressed the importance of qualifications, stating that public relations should be practiced by those with the requisite knowledge and skills. Zambia now requires a diploma in public relations or a related communication field as the minimum qualification for registration. The institute annually publishes a list of licensed practitioners for employers to verify credentials.
Beyond regulation, ZIPRAC actively promotes the profession through networking events, conferences, development programs, and collaborations with employers and government bodies. It also conducts awareness campaigns targeting executives, HR professionals, and policymakers to highlight the strategic value of communication professionals.
Lungu encouraged African communication practitioners to form professional associations, engage with political leaders, and adopt successful models from neighboring countries. Namibian participants, including MICT Executive Director for Government Information Services Elizabeth Amagola, welcomed Zambia's approach. Amagola noted that Namibia's recent approval of a national communication strategy and the establishment of an implementation committee could benefit from similar professional structures and regional collaboration. The conference concludes on Friday.