The Ministry of Community Development and Social Services has called for strengthened collaboration with the media in fostering positive media coverage on social protection programmes.
Ministry of Community Development and Social Services Principal Planner, Mpande Mutandwa, says once government and media organizations join forces in the publicising social protection Programmes, it will boost outreach.
Mr Mutandwa has observed that collaborative efforts aimed at increasing public awareness on critical social services are key in ensuring that life-changing assistance reaches vulnerable populations.
He this when he addressed journalists from Muchinga and Northern Provinces during a media engagement workshop in Mpika District.
Mr Mutandwa stated that the Ministry’s collaboration with the media, is a major push to bridging the information gap surrounding social welfare.
He disclosed that the Ministry recently launched a strategic initiative to deepen collaboration with the media and digital content creators to support diverse media action.
“The Ministry wants to ensure that it generates content related to social protection with specific focus on the recently launched National Social Protection Policy, this is why you see us gather here today to empower journalists with knowledge,” he said.
Mr Mutandwa indicated that the collaboration will help to transform traditional reporting and online platforms into active conduits for social change.
He said the ministry is equipping journalists and digital influencers with accurate and accessible data on vital social services which is helping the public to appreciate social protection programmes.
“Social media influencers and content creators have become key partners in communicating developmental issues and reaching out to communities that traditional communication channels may not always access,” Mr Mutandwa noted.
He explained that the Ministry is actively encouraging journalists to amplify key messages surrounding social protection, community development and child rights.
Mr Mutandwa said media collaboration does more than just broadcast information as it establishes essential feedback loop that allows authorities to identify emerging community needs and combat misinformation in real-time
And Kasama Radio Reporter, Esther Banda observed that regular media engagement in the implementation of social protection Programmes fosters transparency and facilitates a vital two-way dialogue where citizens can report grievances, provide policy feedback, and monitor delivery.
Ms Banda noted that the five day media engagement will give enough insight on how social protection Programmes are being implemented.
“We commend the Ministry of Community Development and Social services for this initiative, it will help increase awareness in communities,” she said.
She commended the ministry for the initiative of engaging media practitioners from both public and private media institutions, as this will enhance information flow.
