The training programme, organised by the Ministry of Information and Media through the Zambia Institute of Mass Communication Educational Trust (ZAMCOM), is being held from 18^th to 22^nd May, 2026, and attracted over 40 public relations and communication practitioners from Government Ministries, Provinces, Parastatals and Agencies across Zambia.

Participants include communication professionals from the Ministry of Education, HEA’s parent Ministry, as well as the Teaching Council of Zambia (TCZ), among other public institutions.

The programme is designed to strengthen strategic communication capacity across Government by enhancing public relations practice, crisis communication preparedness, institutional reputation management, and modern government communication standards.

HEA Director-General, Professor Kazhila C. Chinsembu, nominated Mr. Musoba to participate in the training as part of the Authority’s broader commitment to strengthening stakeholder engagement and institutional communication under Strategic Objective No. 2 of the HEA Strategic Plan 2022 – 2026.

Professor Chinsembu stated that effective communication remains central to the Authority’s mandate of regulating higher education, promoting quality assurance and strengthening public confidence in the higher education subsector.

“The higher education environment continues to evolve rapidly, requiring institutions such as HEA to communicate with greater clarity, professionalism and responsiveness,” he said, adding, “This training is important because it strengthens the Authority’s capacity in strategic communication, crisis preparedness, stakeholder engagement and institutional reputation management, all of which are essential to public service delivery and public trust.”

The Director-General further noted that investment in staff development reflects HEA’s commitment to building a responsive and forward-looking institution capable of communicating effectively with stakeholders in an increasingly digital and fast-paced information environment.

Officially opening the training, Permanent Secretary in the Ministry of Information and Media, Mr. Thabo Kawana, described communication as the foundation of governance and emphasised the critical role public relations practitioners play in strengthening public trust and institutional credibility.

“Public relations serves as the critical link between Government and the people we serve,” Mr. Kawana said, adding, “When communication is clear, timely, and truthful, it strengthens public trust, enhances institutional credibility, and empowers citizens to participate meaningfully in national development.”

The Permanent Secretary warned that ineffective communication during times of crisis can lead to misinformation, confusion and erosion of public confidence, stressing that communication professionals are often the first responders in moments requiring clarity, reassurance and accurate public information.

Mr. Kawana further urged institutions to prioritise crisis preparedness and strategic communication, stating that communication must be proactive rather than reactive.

The training programme includes sessions on Managing Government Public Relations, Managing Institutional Reputation, Crisis Preparation and Risk Assessment, Social Media Ethics and Public Trust in Crisis Communication, Developing Strategic Messages in Crisis Communication, Managing Viral Crises and Online Reputation in the Digital Age, Media Relations during Crisis, Designing Crisis Communication Plans, and Post-Crisis Communication and Brand Management.

This marks the second CPD training for public institutions conducted by ZAMCOM, following the successful inaugural training held in Livingstone in 2025, which attracted over 50 public relations practitioners from public institutions across Zambia.

HEA remains committed to strengthening professional excellence among staff as part of enhancing institutional effectiveness, stakeholder engagement and service delivery within the higher education subsector.

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