Online Reporter
Ivan Zhakata / Emmanuel Kafe
THE Government has urged young public relations and communication professionals to take the lead in reshaping Zimbabwe’s image through authentic and ethical storytelling that reflects the country’s true identity beyond stereotypes and digital noise.
Speaking on behalf of Information, Publicity and Broadcasting Services Minister Dr Jenfan Muswere at the inaugural 40 Under 40 Public Relations and Communication Practitioners Zimbabwe Awards in Harare on Friday, the acting Permanent Secretary in the ministry, Mr Jonathan Gandari, challenged young professionals to take ownership of the national narrative.
He said it was their role to help build a brand for Zimbabwe that is grounded in truth, culture and a shared national vision.
“We are in an era where narratives can be manufactured by algorithms, without sources, without a base,” Dr Muswere said.
“The stories about Zimbabwe, especially in global digital spaces, are often blurred or outdated.
“We are counting on you, the young communicators, to use your ingenuity, not artificial intelligence (AI), to make our story known.”
Held under the theme “The Next Generation in Public Relations and Communications”, the awards ceremony celebrated innovation, dedication and leadership in the media, marketing and communication sectors.
He warned that while AI and influencer-driven content have flooded the digital space with generic material, it is up to trained communication professionals to produce accurate, engaging and proudly Zimbabwean narratives.
“If artificial intelligence leads the way unchecked, your identity may never surface,” he said.
“Let us not let others define us.
“What the world knows about the United States is content they created about themselves. We must do the same for Zimbabwe.”
Dr Muswere also urged the award winners to see themselves as part of a professional community grounded in ethics, accountability and a commitment to excellence.
He highlighted the Government’s commitment to supporting the communication sector through infrastructure development, including the ZimDigital Phase 2 programme.
The programme will expand access to radio and television, support new content hubs and promote the growth of community and special-interest radio stations.
“We are building platforms where your voices can be heard. We want to see you on television, hear you on radio and even catch a signal in the sky like white smoke letting us know something big is happening,” he said.
Institute for Public Relations and Communications Zimbabwe president Dr Fungayi Murahwa emphasised the importance of ethics in public relations.
