Swakopmund: Vice President, Lucia Witbooi, has urged communication professionals to uphold truth, ethical leadership, and innovation as they navigate an era increasingly shaped by digital transformation, artificial intelligence (AI), and the growing threat of misinformation.
According to Namibia Press Agency, Witbooi made the remarks while officially opening the 2026 Effective Communicators Conference (ECC) in Swakopmund on Thursday. The conference is being held under the theme, 'Communication Reconsidered - A Driving Force of Constant Progress'. She emphasized that communication has evolved beyond being a support function within organizations and government institutions, becoming a critical tool for building trust, strengthening democracy, and advancing nation-building.
"Communication as we know it is no longer just a small component in any organization or government institution. It is now the backbone of trust and nation-building and a vital bridge across socio-political divides," Witbooi said. She highlighted the responsibility of communicators to ensure that factual information and clarity prevail over false narratives in an environment where misinformation and disinformation continue to spread rapidly.
"In today's era of rapid digital evolution and misinformation, the roles of communicators, whether in government or the private sector, are more challenging than ever," she stated. Witbooi called on communication professionals to become "champions of truth and agents of change", saying they play a vital role in ensuring that government programmes are not only implemented but also understood and appreciated by citizens.
She noted that the conference provides an important platform for knowledge sharing, networking, and professional development, bringing together leaders, educators, public relations experts, communication practitioners, and other industry stakeholders. The event coincides with World Public Relations Day, observed globally under the theme 'The Golden Age of Strategic Public Relations', which she said aligns with the conference's focus on strengthening communication standards in an era increasingly influenced by AI.
Witbooi further urged participants to develop practical recommendations that would strengthen credibility, improve communication structures, and enable professionals to tell Namibia's stories from a local perspective. "At the end of this conference, we will be expecting a guiding document on how we can intentionally strengthen credibility, adapt to emerging trends and tell our stories from our own perspective," she added.
She concluded by emphasizing that effective communication will be essential to the successful implementation of Namibia's Sixth National Development Plan (NDP6), as it promotes public awareness, institutional coordination, digital inclusion, and community engagement.