Pretoria: Capricorn Group Corporate Affairs Manager Festus Nakatana said organisations should create content that informs, influences and engages audiences through clear, purposeful and audience-centred communication to build trust and strengthen stakeholder relationships.
According to Namibia Press Agency, Nakatana, while addressing a session on 'creating content that informs, influences and engages' at the second edition of the Effective Communicators Conference (ECC 2026) at Swakopmund, emphasized the necessity of understanding audience needs to produce effective communication. He indicated that communication professionals should transcend merely producing content and instead concentrate on crafting messages that deliver value, encourage engagement, and support organisational objectives.
"Content should not only inform people. It should influence decisions and engage audiences in meaningful ways," he stated. Nakatana highlighted that effective content begins with identifying the intended audience and selecting the most appropriate channels for message delivery, underscoring the importance for organisations to ensure consistency across all communication platforms to strengthen their brand and maintain credibility with stakeholders.
The corporate affairs manager identified storytelling as a highly effective communication tool, asserting that authentic stories make information easier to understand and more likely to resonate with audiences. "People connect with authentic stories because they create understanding, build trust and inspire action," he noted.
He urged communicators to embrace digital platforms while upholding accuracy, credibility, and ethical standards, recognizing that technological advances, including artificial intelligence, offer opportunities to enhance content creation. However, he cautioned that all information should be verified before publication to safeguard public trust and organisational reputation.
Nakatana also highlighted the significance of measuring audience engagement and utilizing feedback to refine communication strategies and campaigns. Hosted by the Namibia Press Agency (NAMPA), the ECC gathered communication practitioners from Namibia and across Africa to exchange knowledge and strengthen strategic communication across the public and private sectors.