Patrick Chitumba in Gweru
MINISTER of Information, Publicity and Broadcasting Services Dr Zhemu Soda has directed the ministry and its parastatals to adopt an integrated, results-driven approach to communication, shifting focus from counting activities to measuring their actual impact on citizens and national development.
He said the ministry and its entities must strengthen coordination, accountability and performance monitoring to ensure that their programmes contribute meaningfully to the implementation of National Development Strategy 2 (NDS2).
Officially opening the ministry’s four-day strategic review meeting in Gweru today, Dr Soda said it is no longer sufficient to measure performance by the number of meetings held, broadcasts produced or media tours conducted without establishing the difference such activities made to the intended audiences.
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“Communication institutions must demonstrate whether their programmes are reaching communities, improving public understanding, increasing awareness and strengthening confidence in Government programmes,” he said.
Dr Soda directed the Ministry and its parastatals, including Zimpapers, Zimbabwe Broadcasting Corporation (ZBC), Transmedia, New Ziana, and the Broadcasting Authority of Zimbabwe (BAZ), to adopt a coordinated approach to planning, monitoring, evaluating and reporting on their programmes.
He said the institutions should develop joint monitoring and evaluation plans, harmonise performance indicators and reporting tools, conduct joint monitoring visits and hold regular performance reviews.
