Beyond Merely Drafting the Press Release: Inside Government PR and Crisis Communication in Siavonga

HEA — Fri, 22 May 2026 11:23:00 +0000

Over the past week, Siavonga became more than just a scenic lakeside destination. It became a meeting point for Government communicators from across Zambia, brought together by a shared responsibility that is often unseen, but increasingly critical, protecting public trust through communication.

From Ministries and regulatory bodies to public institutions and agencies, over 40 public relations and communications practitioners gathered for the 2026 Government Public Relations and Crisis Management Continuing Professional Development (CPD) Programme organised by the Zambia Institute of Mass Communication Educational Trust (ZAMCOM).

Representing the Higher Education Authority (HEA), I joined communication professionals from across Government at a time when public communication is evolving faster than ever before.

In today’s digital environment, information moves instantly. A single statement, social media post, delayed response, or misunderstood message can shape public perception within minutes. For institutions charged with public service delivery, communication is no longer simply about publicity, it is about trust, credibility, responsiveness and leadership.

Throughout the training, one message remained constant: communication is now a strategic function of governance.

Sessions on Managing Institutional Reputation, Developing Strategic Messages in Crisis Communication, Social Media Ethics and Public Trust, and Managing Viral Crises in the Digital Age highlighted the growing responsibility communication professionals carry within public institutions.

One of the strongest takeaways from the programme was the importance of preparedness. Crisis communication is no longer only about responding when something goes wrong. Institutions must anticipate risks, understand stakeholder expectations, develop communication plans in advance and respond with clarity, accuracy and empathy.

Officially opening the programme, Permanent Secretary in the Ministry of Information and Media, Mr. Thabo Kawana, reminded participants that communication professionals are often the first line of defence during moments of uncertainty.

“When we communicate effectively, we protect institutions,” Mr. Kawana said, adding, “When we communicate with integrity, we build trust and when we communicate with purpose, we strengthen our nation.”

For HEA, the lessons from the training are directly relevant to the Authority’s role in regulating higher education, strengthening stakeholder engagement and promoting public confidence in the higher education subsector.

Whether communicating accreditation decisions, public notices, policy directions, institutional engagements, student matters or national higher education developments, strategic communication remains central to ensuring that stakeholders receive timely, accurate and meaningful information.

The programme also created an opportunity for collaboration among Government communicators facing similar challenges in an increasingly fast-moving media environment.

Beyond the presentations and discussions, the interactions between practitioners reflected a growing recognition that communication professionals within public institutions must continue learning, adapting and supporting one another as the information landscape evolves.

And, perhaps that was one of the most important lessons from Siavonga that behind every Government statement, media interview, public notice, institutional response or crisis briefing are communication professionals constantly working to ensure that information remains factual, responsible and in the public interest.

For HEA, continued investment in professional development remains part of strengthening institutional effectiveness under Strategic Objective No. 2 of the HEA Strategic Plan 2022–2026 on Enhancing Stakeholder Engagement. Because in modern governance, communication is not an accessory to public service, it is part of the service itself.

I wish to express sincere appreciation to the Director-General, Professor Kazhila C. Chinsembu, for the opportunity to participate in this important programme. His continued support towards Continuous Professional Development (CPD) within the Corporate Communications Unit reflects HEA’s commitment to building institutional capacity and ensuring that officers are equipped with the skills necessary to communicate effectively in an evolving public information environment.

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Commitment to Continuous Learning: The Ministry of Education and its affiliate bodies were strongly represented at the Continuous Professional Development (CPD) workshop.

Captured here are (L-R): Mr. Jeff Banda, Public Relations Officer at the Ministry of Education; Ms. Coretta Soko, Public Relations Officer at the Teaching Council of Zambia (TCZ); and, Mr. Musoba.
Collaboration For Impact: Mr. Musoba poses with Mr. Morden Mumanga Mayembe (L), Director of Press and Media Engagement at the Ministry of Information and Media. The Director led a Ministerial team to assist the Authority in developing its Stakeholder Management Plan, Communication Strategy, and subsequent Implementation Plan for the Strategy.
Sharing Crisis Expertise: Ms. Namakau V. Mukelabai, Head of Corporate Communication at the Industrial Development Corporation (IDC), shares her firsthand experience on steering her corporate team at IDC through organisational crises. As Mr. Musoba looks on, she highlights the critical role PR and Communications Specialists play in effectively navigating unexpected challenges.
Managing Media Dynamics: Mr. Banda shares his insights on the interactive relationship between PR practitioners and the press. As Mr. Musoba listens intently, the submission addresses effective management strategies to foster balanced, collaborative engagement between organisations and media houses.
A Seat at the Boardroom Table: Mr. Musoba follows the intense deliberations from various public institutions regarding the role of PR in modern governance. The discussion heavily emphasised the necessity of elevating PR representation to the Boardroom level due to its immense strategic value in crisis management.
Collaborative Problem-Solving: Mr. Musoba participates in a breakout group session addressing the systemic challenges faced by PR and communications professionals within public institutions. The resulting group submissions will be compiled and presented to the Ministry of Information and Media to drive tangible, policy-led transformation across the sector.

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Inside Government PR and Crisis Communication in Siavonga – Higher Education Authority

Beyond Merely Drafting the Press Release: Inside Government PR and Crisis Communication in Siavonga