LOCAL Government and Rural Development Permanent Secretary – Administration, Mr.
Maambo Hamaundu, has appealed to Public Relations (PR) and Communication
practitioners in Zambia to uphold the highest standards of professionalism and ethical
conduct in a quest to build credibility and public confidence in their organisations.
Mr Hamaundu said it is important for PR and Communication practitioners to maintain
professional conduct and build trust with their employers, clients, colleagues and the
public.
He said ethical and professional responsibility underscore the importance of maintaining
transparency, honesty and integrity in communication practices.
Mr Hamaundu was speaking in Lusaka on Friday, February 16, 2024, at Legacy Resort
when he officially opened a two-day Continuous Professional Development (CPD)
Training on Ethics and Professional Responsibility in PR.
More than 70 PR and Communication Specialists across Zambia attended the Training
which was hosted by the Zambia Institute of Public Relations and Communication
(ZIPRC) in partnership with University of Zambia (UNZA).
Mr Hamaundu said ethical conduct is more critical in today’s fast paced and
interconnected world where information spreads rapidly across various channels.
“As PR and Communication practitioners in Zambia, you must uphold the highest
standards of professionalism and ethical conduct in your communication endeavors for
the betterment of society and the nation at large,” Mr Hamaundu said.
He also reiterated his call for PR practitioners in local authorities to enhance the
dissemination of accurate and balanced information to the public.
Mr Hamaundu said communicators are cardinal as they are the ears and faces of
different institutions in the country.
He said effective communication serves as a catalyst for social cohesion, economic
growth and good governance.
Mr Hamaundu said PR and Communication play a pivotal role in engaging citizens,
fostering community participation and promoting sustainable development initiatives.
Speaking at the same event, ZIPRC Vice President Mwiika Malindima said the Training
is a milestone in the Institute’s ongoing commitment to enhance the standards of the
profession.
Mr Malindima said ethics and professional responsibility are key pillars of the PR and
Communication profession.
He thanked the Government of the Republic of Zambia for its unwavering support to
ZIPRC and its commitment to advancing the field of PR and Communication in the
country.
ZIPRC Registrar and Chief Executive Officer, Nimon Muleya, thanked facilitators and
attendees for supporting the first CPD.
