Ministry of information and media Permanent (PS) Secretary Thabo Kawana says ethics and professional responsibility is the backbone of every profession.
Mr Kawana says this is because it guides individuals and organisations to a higher standard of conduct.
He said this yesterday at Savee Beach Resort in Siavonga where he officially opened the workshop for Zambia Institute of Public Relations and Communication (ZIPRC)’s Continuous Professional Development (CPD) program.
The workshop focused on ethics and professional responsibility in public relations.
Government recognises the indispensable role that strategic communication plays in transforming Zambia’s economic landscape, Mr Kawana said .
Government also recognises ZIPRC’s steadfast commitment to advance public relations and communication standards in Zambia.
“ZIPRC has become an essential partner to government in promoting a culture of excellence in this profession,” he said.
Mr Kawana emphasised that it was imperative that all Public Relations practitioners comply with the ZIPRC act no. 11 of 2022, which provides clear legal guidelines to govern the profession.
“Every individual employed or practicing public relations and communication in the country should be registered with ZIPRC and must possess a valid practicing certificate issued by the institute,” he advised.
Communication and public relations was not simply a means of information sharing but a powerful tool that shapes public perception, fosters understanding and strengthens the connection between leaders and citizens.
Mr Kawana said as Zambia strives for sustainable economic growth, effective communication becomes even more essential, enhancing transparency, inspiring confidence, and driving participation across all sectors.
Speaking at the same event, ZIPRC vice president Mwiika Malindima said the institution has continued to have capacity building engagement activities with PR practitioners in order promote professionalism.
Mr Malindima also said that the institution was currently working on finalisation of the SI so that the ZIPRC act could be operationalised and asked for government’s support.
He also requested the Permanent Secretary to ensure that the ZIPRC ACT to be attended and made available for the smooth operations of the institute.
He urther pledged that the institute will continue to work in collaboration with government to ensure that the mandate of both government and pr practitioners is achieved.
