Zambia’s Public Relations Revolution

David Olajide (00:00):

Before we begin today's episode, we're turned to a story from the Old Testament, a tale of ambition, confusion, and the high cost of miscommunication. Take a listen.

Farzana Baduel (00:16):

Not so long ago in a land of boundless ambition and sky reaching dreams, a people came together to build something magnificent. They spoke one language, they shared one purpose, and brick by brick, stone by stone, they raised a tower that would touch the heavens. But somewhere along the way, something fractured and misunderstanding, a mistranslation, a moment of pride. And soon the workers could no longer speak the same words. The architects shouted blueprints, no one could read. The builders answered with gestures. No one understood. And just like that, the tower crumbled not because the stones were weak, but because the story behind them had splintered. You see, without shared meaning, even the strongest structures fall, even the most sincere efforts scatter like dust in the wind. That was Babylon.

(01:14):

And today, well, today we're still building towers. Only. Now they're digital, they're viral, they're social, and just like then they rise or fall based, not just on what we say, but how we say it and who gets to speak. Which brings us to Zambia, where a new chapter is being written, one where public relations is no longer a free for of voices and volume, but a recognized regulator profession with ethics, training, and truth. At its core today on stories of strategies, putting the relations back in public relations, because if communication is a tower, Zambia is making sure it doesn't come tumbling down.

(02:15):

My name is Farzana Baduel,

Doug Downs (02:17):

And my name is Doug Downs. Just before we get started, Farzana, we got a great tire pump on pod chaser from Paroledepoet. It's obviously like a pseudonym, right? I don't know if I'm saying it right, Paroledepoet, left a five star rating in this review quote, "By far the most relevant PR podcast out there today. So many great episodes with insights and strategies for anyone in the industry. 10 stars."

Farzana Baduel (02:44):

Well, thank you so much. My new best friend.

Doug Downs (02:48):

You're a poet, by any terms, by any means. Our guest this week is Irene Lungu. Irene, Did I say your last name right?

Irene Lungu (02:57):

You just passed the Zambian tests with flying colours.

Doug Downs (03:01):

Yes,

(03:02):

Joining today from Lusaka in Zambia. Hello, Irene.

David Olajide (03:07):

Hello. Zambia is nice and warm at this time of the year. Not too cold yet,

Doug Downs (03:12):

Right? The shoulder seasons are good, right? Shoulder, summer. Oh my goodness. Yeah. Yeah. And you're in the southern hemisphere, so you're in fall before your winter.

Irene Lungu (03:24):

Yes, yes.

Doug Downs (03:25):

Perfect.

Irene Lungu (03:25):

Exactly.

Doug Downs (03:26):

You're the president of the Zambia Institute of Public Relations. You've played a key role in advancing PR regulation in Zambia, and currently serve on the board of the Global Alliance for Public Relations and Communication Management. You also hold the position of head of corporate affairs at the Zambia Forestry and Forest Industries Corporation.

Irene Lungu (03:47):

Correct. Thank you. Thank you for having me here today.

Farzana Baduel (03:50):

Now, first of all, I really want to head to Zambia one day, so I hope I'm going to have the opportunity. And what I wanted to ask you is I'm based in the UK, Doug's based in Canada, countries that we operate in. We do not have the same level of regulation that Zambia has bought in for the PR industry. I wanted to ask you, what makes Zambia's PR and comms landscape so unique and what actually led to this push for formal regulation of the profession? Because when you look at it from a global perspective, you've got some countries who are regulating, some are not, and or you've got some people who are champions for bringing in more regulation and others who rejected. So I wanted to just understand from your journey, what is it about Zambia specifically that created those conditions that made it conducive to actually having the legislation pushed through and the industry regulated?

Irene Lungu (04:46):

Truly, we sit in a very special landscape as a peer industry in Zambia, and as you know, we are a developing country, but we continue looking at the international landscape to benchmark and learn from others. And the professions in Zambia are also evolving across different disciplines from medicine to engineering to the legal profession. Likewise, those of us that have been practicing public relations and communications have also been coming together and saying, look, we are a profession. We want to do a good job communicating a big good at what we do as PR and communication professionals. So in August of 2022, Zambian government enacted what is referred to as the Zambia Institute of Public Relations and Communication Act, RA Act number 11 of 2022. So that's a huge milestone. What that means is that our government of the Republic of Zambia recognized public relations and communication as a profession and then mandated ZR as a statutory body to regulate the conduct of prrn communication in Zambia. It's a wonderful step for us. We are super excited. We know we are still growing as a profession, but that in itself marks the beginning of another long journey for Prrn communication industry in Zambia.

Farzana Baduel (06:11):

And can I ask, was there much resistance?

Irene Lungu (06:14):

Sure. There were mixed reactions, and I think that should be expected in any industry. Perhaps the same would be the case when this process perhaps is being undertake in another country. First of all, the truth of the matter is that this is an industry where anybody feels they can practice because for a lot of people, they think PR and communication is around major relation, organizing events, planning meetings, doing those kinds of things, a space which they think you could show somebody who's a good organizer in that space. For us as parent communication professionals, part of the drive to being professionalized is to recognize the fact that, look, we don't want to throw any other person in there unless they're qualified to do this work. So there were mixed reactions from some segments of the population, but generally speaking from across the industry, there was more supports.

(07:06):

There was uni on towards legislation other than those that were objecting to it. And I think that to be very honest, perhaps those that were not for the legislation is out of discomfort because perhaps they come from very diverse background and don't qualify to be in PR and communication. So it was a point of discomfort of what happens to me who's probably an HR expert as an example, but sitting in a PR or communication related portfolio, what does it mean when this industry is being regulated? So yes, the journey itself to legislation did cause discomfort among some of our colleagues within the profession, but it was because perhaps you're sitting there and without PR and or communication background. But all in all, the majority of the PR profession felt the need to unite and drive legislation as a good go-to advancing the industry.

Doug Downs (08:00):

Yeah. So I think I'm qualified to be a PR person. 40 years of it tells me maybe I am right. I got to admit, it freaks me out, Irene. The whole concept freaks me out because it feels like controlled speech, right? You can say this, you can't say that. And the big governments or the big association, I dictate how it ought to be. That freaks me out, man. That's not freedom of speech. What changes have you seen? Why does it work for you and maybe it won't work somewhere else.

Irene Lungu (08:36):

Sure. I think, let me start by stating that obviously one of the things that government provided for was a transition period. We know their non PR people sitting in PR related positions. So the ACT itself does provide for a transition of preparing for bridging that gap. But I can attest to you that already we have seen very significant changes to the way we operate as an industry. So first of all, the Zambia Institute for Public Relations and Communications Z PRA exists as a voluntary association with Zambia Association for Public Relations and Communications are prep. And so it was a group of people saying, look, we need to work together, but we need to do it in a professional way. So here is a statutory body that were created by the act, and it's not to gag anyone to throw anybody out of the industry. What that has done is that it has actually put a standards for the practice of public relations and communication.

(09:36):

So what that means is that look, if you are in PR and communication and you want to practice in Zambia as an individual or a PR firm unit, register with the institute. So it helps us know who's practicing pr. Beyond that. As an institute, we actually went ahead and did a survey of capacity building needs a membership survey on training needs. So it allows us then to, for instance, offer CPD that responds to the needs of members because people go to universities and different institutions to study PR and related courses, journalism, communication. Now we even have specific courses in public relations, and yet the truth of the matter is that we're operating in a fast changing industry where even anybody who went to invest in five years, even two years ago, should not be comfortable with whatever they have. You have to keep adapting and responding to what the demands of the industry are. So it allows us then to first of all regulate those that practicing because they have to register with the institute so we know where they're sitting and what they're doing. The issue of standards, and most of all I think really important for us, it allows us to enforce a code of ethics.

Farzana Baduel (10:49):

They often say that with power comes responsibility. 15 years ago when I first entered into the industry, we didn't have much power. We would craft pictures and press releases and send it to journalists. And the journalists were the gatekeepers. They had the power. They could say yes, they could say no. They could say, how do they want to be influenced by the press release? And they would have complete editorial control, quite right. But now, 15 years on, I find that the tiny amount of work that we are doing in PR is related to media relations. And the overwhelming majority is content production, which goes straight into the public domain through a plethora of channels, from podcasts to social media to sub substack and blogs and websites and so forth. We don't actually have the gatekeeper anymore. And as we can see, legacy media is declining, which I find is a very sad fact.

(11:52):

But the reality is that we have more power than we used to have because we are not working through gatekeepers anymore. We are the gatekeepers. And journalists always understood that sense of responsibility. So they would always think about what gets through their threshold in terms of is it balanced? Is it impartial and holding people in power to account? Do you think us as prs that we have to rethink the way that we think about ethics and responsibility and that we are not the PRS of 15 years ago, we have a different responsibility to those who are just working in same media relations?

Irene Lungu (12:35):

True. You're really right about this challenge that we have. And yes, like you said, traditionally there'll be a gatekeeper there trying to balance the story. But here is a challenge now for a PR practitioner to ensure that I, in fact, now is the time more than ever, that's the demands for adherence to ethical standards and professional conduct become even more prominent than before. So because we are in charge of creating the content and disseminating, it's the role of the gatekeepers. We traditionally knew it in the media link that we had is almost disappeared because you can now just go ahead and publish content in Zambia. I would say in the formal circles, perhaps Facebook or LinkedIn, one of the commonest channels that have been used. So what that means is that the PR practitioner now needs to be fractured in the information that is being disseminated.

(13:34):

It should be transparent. There should be no intent for misinformation because once you do that, then your ethical conduct is threatened and really looked badly upon from all perspectives of society. So it now requires one to be very, the issues of integrity become even really critical now because whatever information is being disseminated, is it truthful? Are we transparent? To what extent is it serving the needs of the society or target orders that is being reached? So yes, now more than ever, when the gatekeepers role is almost taken away, it requires that PR practitioners must be very factual in the manner in which they communicate formation

Doug Downs (14:22):

From your spot on the Blobal Alliance board, ethical standards, is there different emphasis put on different things in different parts of the world? And are there gaps in some spots that way?

Irene Lungu (14:36):

I think that generally the principles around ethical standards, there's a rela anywhere in the world.

Doug Downs (14:45):

We have a lot in common, regardless of what corner of the world we're from.

Irene Lungu (14:49):

Exactly. And at the center of it all is a call from the global Alliance point of view. The call for responsible communication, sorry. Responsible communication means that, for instance, when you're a profit making institution as an example, your communication must go beyond your quest to make profits for the organization and show responsibility or care for the environment or the community in which we're operating as a basic principle. So the principles of integrity, adherence to a code of conduct. So in that regards, professional leasing, being factual and make sure that it's not misinformation or miscommunication, that the information that is being churned out is correct and factual are the same. There could be varis to be honest with you, based on the differences in which our societies are set up. I mean, if I look at the Zambia set up from where you are sitting in Canada or in the UK where Farzana is, we live in different societies. So the demands of the political environments in which we sit are different. There are cultural differences sometimes that ask us to look at the way we communicate perhaps a little differently across the different societies, but the principles behind it are the same.

Farzana Baduel (16:14):

Now having read the report by the World Economic Forum about the global risks facing us in 2025, number one in the terms of the short-term risks in the next two years, number one was misinformation and disinformation. Now this is in our own backyard as PR practitioners. I wanted to ask you, what role should PR professionals be playing both collectively and individually in addressing disinformation and misinformation?

Irene Lungu (16:43):

For me, I would say that critical to that is, and this is what we keep advocating for as global alliance, responsible communication. Responsible communication in the sense that whereas everybody enjoys these rights to human rights or freedom of expression at the talent end of freedom of expression, is responsible communication. Even when you go out into this space where the gatekeepers no longer have this space or zone to regulate what you're disseminating as an individual, it's always very important for us as individuals to be able to check what we are sending out and how it's impacting other individuals as well as members of society. Without a doubt, we have seen certain pauses being cited by people's reaction to information, which may not necessarily be factual. So the impact of what you send out as an individual festival is really critical. So that's where responsible communication starts from to start with collectively, and this is where professional bodies such as RA and other PR bodies come into play

Doug Downs (17:59):

Because

Irene Lungu (17:59):

Our role is to keep reminding, particularly PR and communication professionals that yes, whereas technology now is providing this privilege to disseminate information almost instantly at any time of the day, there is a call at the end of all that for ethical conduct in what we're churning out and taking out to the public, because that collective responsibility is what makes society a better society. So individual action for me, as Irene has an impact on the next individual in society. And so then as PR and communication practitioners, we keep looking at how we're doing our job very well. How best can we do this to ensure that the interest of society beyond my interest as an individual are being served?

Doug Downs (18:47):

Irene, thanks so much for your time today. Appreciate it.

Irene Lungu (18:50):

Thank you, Doug.

Farzana Baduel (18:52):

In our last episode, before you go, I'd like you to answer the question that our previous guest, Olivia Fajardo, left behind for you.

Olivia Fajardo (19:00):

So one thing that I think about quite a bit, given everything that's happening and what we're seeing in the research, there's so much change going on, and communicators are usually at the forefront when it comes to addressing this change. We're the ones that are being expected to help everybody navigate it in a sort of uniform way forward. So I want to know, what is your best tip for successfully navigating transformation?

Irene Lungu (19:30):

That's a difficult question. Very loaded, but let me attempt it. I will start first by stating that as an individual, never settle. Never settle. And be comfortable with what you know or what you're doing as an individual because we are living in a dynamic society where the needs of society and individuals are continually changing. And I'll just bring it back to the PR profession. So even the communication needs that are present today are not what we responded to before. And I'll just take back from the background we came from, from the media background that we came from. I remember those days where when something big, a major event has happened, a political pronouncement as an example, we waited for a national broadcaster or a big media agency to confirm this thing has happened. That's not happening anymore because when you take too long to announce, to make that pronouncement, somebody has already sent it through. X was so many other channels that are available. So it means that the world is changing every day. And because the world is changing every day, it means transformation is changing every day. And so as individuals, it means we must never settle. We must be willing to learn how to move with that change every day.

Doug Downs (20:57):

That's such a good question, your turn. Irene, what question would you like to leave behind for our next guest?

Irene Lungu (21:03):

For the next guest? I think in this conversation talking about PR and communication, we have talked a lot about ethics. So I would like the next guest to take on this mantle and explain is it possible with the current demands of a dynamic and ever-changing society to remain ethical? How does one do that given the demands for quick information that society is asking from us as PR and communication professionals?

Doug Downs (21:32):

Awesome. Thanks so much again for your time, Irene.

Irene Lungu (21:35):

Oh, thank you. Thank you, Doug. Thank you fna. Quite an interesting conversation. Yeah, I look forward to engaging with you more. Thank you.

Doug Downs (21:44):

Here are the top three things we got from Irene lgu today. Number one, Zambia's PR regulation model is reshaping the profession. There Zambia has established a statutory body that requires PR practitioners and firms to register at, adhere to standards and commit to ongoing professional development. Unlike a lot of countries where PR is loosely defined, ZAMBIA'S model pushes for professional legitimacy, ethical accountability, and clearer identity within the comms field. Number two, power without gatekeepers demands new ethical standards. Today's PR professionals act as direct content publishers no longer filtered by journalists or legacy media. Hallelujah. With that shift though comes greater responsibility. Communicators must self-regulate for accuracy, transparency, and ethical integrity. And numero three, responsible communication is the global antidote to misinformation. Irene stresses the dual role of individual accountability and institutional leadership. She urges PR pros to practice responsible communication, balancing freedom of expression with societal duty.

Farzana Baduel (22:58):

What a woman absolutely loved her episode

Doug Downs (23:02):

On the right track in Zambia, that's on the right track.

Farzana Baduel (23:06):

We have a lot to learn. Now, if you'd like to send a message to our wonderful guest, Irene Longo, we've got her contact information in the show notes just for you. Stories and strategies is a co-production of Curzon Public Relations, JGR Communications, and Stories and Strategies, podcasts. Thank you to our producers, David Olajide and Emily Page. They are wonderful. We wouldn't have been able to do these wonderful work without them. And lastly,

Doug Downs (23:34):

Amen.

Farzana Baduel (23:35):

Do us a favour forward this episode to one friend, and thank you for listening.