Swakopmund: Newsroom chiefs of local daily newspapers met with nearly 250 communications officers in Swakopmund on Thursday to discuss improved media relations going forward.

According to Namibia Press Agency, Namibian Sun Editor, Toivo Ndjebela, addressed the relationship between public relations officers (PROs) and the press at the three-day Effective Communicators Conference. Ndjebela emphasized the need for a mindset change, highlighting that the dynamic between PROs and journalists should no longer be influenced by financial disparities but should focus on mutual collaboration to better serve the public. He cited crisis management as an area where a symbiotic relationship is often crucial.

Ndjebela stressed the importance of PROs being truthful and timely when responding to journalists' inquiries to ensure satisfaction on both sides. New Era Chief Executive Officer, Christof Maletsky, presented on building effective media relationships to enhance public communication. He acknowledged the role of social media but emphasized the ongoing importance of traditional media in truth-telling.

Maletsky highlighted a perceived distance between PROs and journalists, underscoring the necessity of collaboration to inform the public effectively. Many PROs, however, raised concerns about inexperienced journalists at major events, sometimes leading to incomplete reporting. They also criticized the practice of placing apologies on page 2, while mistakes in breaking news appear on page 1.

Former Media Ombudsman, Dr. John Nakuta, discussed the role of the Office of the Media Ombudsman in upholding journalism standards and ensuring accountability. He encouraged lodging complaints with the self-regulatory Media Ombudsman office before escalating issues to the High Court if necessary. Nakuta underscored the importance of sharing government information with the media as a public right, not a favor to PROs.

The conference, which began on Wednesday morning, is set to conclude on Friday.