By HAMATAN KACHABE  –
INFORMATION and Broadcasting Services Minister Kampamba Mulenga has urged permanent secretaries to employ permanent public relations practioners (PRs) and put them in management.
Ms Mulenga said PR was an important profession in information dissemination between Government wings and the general citizenry.
The minister said without these officers, it would be very difficult to explain what the Government was working on or intending to do for its people.
Ms Mulenga, who is chief Government spokesperson, was speaking in Lusaka yesterday after being honoured with matronship by the Zambia Public Relations Association (ZAPRA).
“Without permanent PR personnel, some ministries and organisations have struggled to explain positive Government programmes aimed at improving the lives of the people,” Ms Mulenga said.
She, however, said PR personnel should continue abiding by professional standards and remain ethical and professional in executing their duties both in government and private organisations.
Ms Mulenga said the prime role of PR practitioners was to enhance the image of organisations they represented.
She said the profession was the eyes and ears of every organisation and it was for that reason that many organisations that appreciated their role in information dissemination placed them under the office of the CEO.
ZAPRA secretary general Terry Musonda said the organisation was lobbying for an Act of Parliament to boost its local and international recognition.
Mr Musonda further called on all practitioners to register with the organisation to enhance professionalism and ethical standards among the practitioners.
“All practitioners should register with our organisation so that we can continue upholding high ethical levels in our profession together,” he said.
Earlier, Ms Mulenga said her ministry would help lobby for an Act of Parliament for the organisation as this would be important to boost its recognition.
She expressed happiness at the recognition by the organisation and hoped future ministers of Information would share the same views regarding the importance of PR in information dissemination to the general public.