Chronicle Editor
Sukulwenkosi Dube-Matutu, [email protected]
THE media fraternity has been urged to take a leading role in shaping the image of the country through reporting on significant milestones by the Second Republic as the country works on building its brand.
Speaking during a Matabeleland South Brand Zimbabwe consultative meeting yesterday, Agos Consultants director, Professor Agostinho Zacarias said the media, both private and public, should act as ambassadors and actors of Brand Zimbabwe.
Prof Zacarias and his team are carrying out provincial consultative meetings across the country to get input that will feed into the Brand Zimbabwe initiative.
The consultative meetings have so far been held in Bulawayo, Harare, Matabeleland South, Mashonaland Central, and Masvingo.
Prof Zacarias said the purpose of the exercise is to establish the opinion of Zimbabweans on what should go and what should be incorporated into the brand.
The consultative process which started in Harare has brought together different stakeholders among them political parties, Government departments, religious groups, local authorities, parastatals service chiefs, and Zimbabwean diplomats among other stakeholders.
The Brand Zimbabwe campaign, which was designed to enhance the country’s domestic and international appeal to investors and tourists, was launched in September last year.
“Journalists play a crucial role in informing, not only the nation but also foreign citizens about the country. There have been a lot of positive developments in the country which need to be accurately reported and those are the issues that will help to shape and give an indication that the country is no longer the same,” said Prof Zacarias.
“There have been a number of positive developments that need to be reported on to help increase trade and investment. People need to learn more about Zimbabwe and what the country is doing through the journalists.”
Prof Zacarias said development-based reporting can help attract investors.
He said the media have a role in shaping the identity of the country from an informed point of view.
At the turn of the millennium when Zimbabwe embarked on the successful land reform programme, the Western media have been relentlessly demonising the country and casting it as a pariah state, resulting in some investors shunning the country.
The United States and the European Union imposed illegal sanctions on Zimbabwe. Besides causing untold suffering among citizens, the sanctions have also scared investors and multilateral financiers. Zimbabwe has now resorted to using domestic resources to fund infrastructure projects.
“The meeting we held here was about consulting the province of Matabeleland South about the Brand Zimbabwe initiative. Branding of the country should be done by all citizens of Zimbabwe. All people should participate in this exercise regardless of colour, creed, and social status,” said Prof Zacarias.
“The idea is to build a brand for the nation and the nation belongs to everyone and everyone matters. Hence the catchphrase “leaving no one and no place behind”. Branding isn’t a quick fixing job, but it has to be done bit by bit and it’s a day-to-day process.”
The Brand Zimbabwe initiative seeks to proffer a new national identity and a refreshing image which would ignite hope and prosperity as national driving forces. Nation Branding is expected to strengthen national identity, and social cohesion and help the country focus on national priorities and interests.
Investors are taking opportunities across all sectors of the economy as the Second Republic continues to lure investment under the “Zimbabwe is open for business” policy.
Speaking during the same event, Matabeleland South Provincial Affairs and Devolution Minister Dr Evelyn Ndlovu said it is an honour for the province to be given a chance to contribute towards the process of creating a brand for the country.
She said the process will lead the country into a new era.
“We are conformed with the approach taken by Agos Consulting to hold consultations with provinces and communities on issues of our cultural identity, priorities, aspirations and plans, as this is in line with Government policy of leaving no one and no place in the process of building the Zimbabwe brand,” said Dr Ndlovu.
“Consultations should be held with Zimbabweans from all walks of life, independent of their political affiliations, religious beliefs, gender and ethnic groups. We should all participate.”
Dr Ndlovu said the branding initiative will help to change the country’s image, restore national pride and enhance the country’s competitive edge.
The branding process in Zimbabwe started off by conducting preliminary consultations. This included meetings with different stakeholders namely Government departments, civil society organisations, the private sector, academia, international economic partners and multi-lateral institutions.
The key objective of this phase was to determine the objectives, scope, methodology and structure to manage the process.
The project is in its third and fourth phases which involve consultations with stakeholders in the provinces including those living in the diaspora. — @DubeMatutu
Online Reporter