INFORMATION, Publicity, and Broadcasting Services minister Jenfan Muswere has underscored the critical role of public relations (PR) and communications in driving Zimbabwe’s economic growth and achieving Vision 2030.
Vision 2030 is the government’s national goal to transform the economy into an upper-middle-income class by 2030.
Speaking at the 5th Public Relations and Communication Awards last Friday, in Harare, Muswere said PR, branding, and nation-building were interconnected, highlighting their impact on macroeconomic growth, investor confidence, and national identity.
The awards are an annual event held by the Institute of Public Relations and Communications Zimbabwe.
“Public relations, branding, and marketing are central to the success of every institution and nation,” Muswere said.
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“The image of an individual, organisation, or country is crafted through strategic communication, which is crucial for attracting foreign direct investment, enhancing economic opportunities, and fostering national pride.”
Muswere stressed that achieving Zimbabwe’s goal of becoming an upper-middle-income economy by 2030 hinged on a collective effort to project a positive national image
“The America or Dubai that many dream of is a result of successful PR campaigns and marketing strategies. Similarly, Zimbabwe can redefine its global image by showcasing its achievements and opportunities through effective communication,” he said.
The minister urged PR professionals to embrace their role in shaping public perceptions, fostering peace and harmony, and supporting economic development.
Additionally, he called on Zimbabweans to avoid creating damaging content on digital platforms and instead work collectively to promote national unity.
Chartered Institute of Public Relations president Rachel Clamp highlighted that integrity, creativity, and trust underpinned great communications work.
“In public relations, we are not just storytellers; we are historians of truth, trust, and reputation,” she said.
“Whether working with individuals, global corporations, government bodies, or grassroots organisations, our actions and decisions have far-reaching impacts. Trust is fragile, it can take years to build but seconds to break.”
She highlighted the responsibility of PR professionals to communicate honestly, act transparently, and ensure authenticity in the voices they amplified.
“In a world of fake news, misinformation, disinformation, and manipulated narratives, we are often the gatekeepers of credibility,” Clamp added.
“Ethical communications are not just about avoiding scandal; they are about building trust in ourselves, our organisations, and our profession.”
Clamp encouraged PR professionals to inspire others through both their results and ethics.
Some of the winners of the awards were the Zimbabwe Revenue Authority and CAPS, which both took the Gold Award under the Corporate Branding Public Sector and Private Sector categories, respectively.
