By BRIAN HATYOKA? –

POLITICAL parties in Zambia have been urged to employ qualified Public Relations (PR) practitioners to guide them in their communication strategies to enable them attain the desired results.
Zambia Public Relations Association (ZAPRA) president Davies Mupenda said his association was strongly recommending that even political parties employed qualified PR practitioners to guide them in their communication strategies.
Mr Mupenda said ZAPRA would in due course come up with strategies to build capacity in any interested organisations, including political parties, which required expertise in public relations or communication.
He was speaking in Livingstone yesterday during the official opening of the 3rd ZAPRA annual conference at Protea Hotel.
The three-day conference, which has attracted several PR practitioners and communication specialists across Zambia, is being held under the theme: 50 years of PR practice in Zambia in line with Zambia’s 50th Independence Anniversary Commemoration.
“ZAPRA wishes to strongly recommend that even political parties employ qualified practitioners to guide them in their communication strategies.
This is not to say ZAPRA will be politically inclined toward any political party. As an association, ZAPRA is available to recommend qualified and experienced people, locally and abroad, who can perform such a role,” Mr Mupenda said.
He said ZAPRA’s aims was to encourage the observance of the highest standards of professional conduct by registered members of the association through adherence to the code of ethics and professional standards for the practice of public relations and all forms of?communication management.
ZAPRA also provides professional development and personal networking opportunities for its countrywide membership and public relations bodies outside Zambia.
“You will be pleased, ladies and gentlemen, to learn that at this conference we have invited the president of the African Public Relations Association (APRA) to come and share with us the continental perspective of public relations and communications management.
“We have also made this conference unique in that we have included in the programme leadership development and motivation presentations and also Government public relations and protocol and social media management,” he said.
Mr Mupenda said ZAPRA wanted to instill in its members the desire to take up leadership positions in their various organisations, to understand government information dissemination systems.
“I wish to note, with disappointment, that some of public relations practitioners in Zambia have been found wanting in this regard as their propensity to ‘break news’ has lead to unhealthy debates and sometimes even unrest among some stakeholders such as Government employees or university students.?It is not being a star when one leaks an embargoed story or releases information that is supposed to be released by an appropriate person at the right time,” Mr Mupenda said.
He also urged all Zambians to promote peace and unity among fellow Zambians regardless of their tribe, race, religion, or social status.
Meanwhile, delegates attending the 3rd ZAPRA conference yesterday observed a moment of silence in honor of late President Michael Sata.
Mr Mupenda asked Zambians to pray for the bereaved family and the country at large.