The National Assembly of Zambia’s Communication team participated in the 2025 Zambia Institute of Public Relations and Communication (ZIPRC) Annual General Meeting (AGM) and Conference, held under the theme “Strategic Communication and Artificial Intelligence: Innovate and Thrive,” from 18^th to 21^st March 2025, at Avani Resort in Livingstone.

The Conference which was officially opened by the Minister of Information and Media and Chief Government Spokesperson Honourable Cornelius Mweetwa, MP, on Tuesday, 19^th March, 2025, was attended by over 300 Public Relations and Communication Professionals from various Institutions across the country.

Hon. Mweetwa, said that Public Relations and Communications had grown significantly over the years from Government, Private Sector and Civil Society Organisations. He commended ZIPRC for its commitment to championing excellence in Public Relations and Strategic Communication noting that this had led to the field being recognised as a strategic function that drives transparency, accountability and engagement among others.

The Minister stated that the Government believes in timely, accurate and credible access to information as a means of supporting national development. He urged practitioners to leverage the conference as a platform for exchanging ideas, fostering innovation and building a robust communication system that would contribute to the country’s development.

Hon. Mweetwa further informed the meeting that Government was ready to collaborate with ZIPRC and its members in enhancing professionalism and strengthening the influence of Public Relations and Communication in Zambia. He said that any initiatives the Association may propose would be fully supported.

ZIPRC President, Ms. Irene Chipili, called on all Public Relations and Communication practitioners to adapt to the evolving communication landscape, particularly the integration of artificial intelligence. She also appealed to professionals in the field to register with ZIPRC and ensure compliance with the Act governing the profession.

Africa Public Relations Association (APRA) Vice President, Professor Michele Mekeme, said that APRA is instrumental in ensuring that Africa’s voice is not only heard but also appreciated on the global stage. He further stated that APRA is not just a body of professionals but a collective force that has worked tirelessly to elevate the standard of Public Relations and Communication across Africa. Therefore, he urged practitioners to actively engage with APRA’s initiatives, collaborate across borders and embrace emerging trends such as artificial intelligence to enhance the effectiveness of communication strategies. He noted that by strengthening networks and sharing best practices, African Public Relations professionals could shape a more influential and respected industry both locally and internationally.

Meanwhile, the Mayor of Livingstone, Her Worship Ms. Constance Muleabai, welcomed the delegates and reaffirmed the city’s commitment to supporting professional gatherings such as the ZIPRC AGM and Conference. She noted that Livingstone, as a tourism and business hub, remains a key location for hosting conferences that contribute to knowledge-sharing and professional development.

The conference featured presentations and panel discussions on various topics, including Strategies for Building Reputation, Trust and Influence; Effective Communication in the Public Sector; and Executive Leadership Positioning for Public Relations and Communications Professionals.

The highlight of the ZIPRC AGM and Conference was the Awards Gala Dinner held on the evening of Friday, 21^st March,  2025. During the event, ZIPRC presented certificates and prizes to deserving delegates who had made exemplary contributions to the institution. Among those honored was Mr. Temwa Nyirenda, the Deputy Director of International Relations at the National Assembly of Zambia, who was conferred with the title of Fellow of the Zambia Institute of Public Relations and Communication. His achievement reflects the National Assembly’s commitment to promoting excellence in Public Relations and Communication.