By Agatha Kadzinje

Blantyre, January 18, Mana: Minister of Information and Digitalization, Moses Kunkuyu has acknowledged the significant role journalists play in shaping societal narratives and influencing public perceptions.

Kunkuyu was speaking on Saturday in Blantyre during a stakeholder consultative meeting with the Southern Region Press Club (SRPC) hosted by the National Economic Empowerment Fund (NEEF).

He said the Ministry of Information operates according to three core principles.

“The Ministry is guided by principles of credibility, inclusive coverage and dissemination of accurate information. These principles, therefore, guide interactions not only with the public but also with key stakeholders such as the media,” Kunkuyu said.

Kunkuyu urged journalists not to publicize NEEF’s initiatives only but also consider becoming beneficiaries of its services and products.

He also encouraged journalists to make it their priority to display the importance of NEEF’s projects, likening them to other transformative social protection programmes.

The minister added that there is also a need to enrol journalists in NEEF loans for economic transformation. 

However, he stressed that the media must help Malawians recognize the programme as a game changer with the knowledge that they have acquired.

“The Ministry of Information and NEEF are committed to build a strong partnership with the media to empower Malawians with knowledge about initiatives that can improve their lives,” Kunkuyu stated.

NEEF Chief Executive Officer, Humphrey Mdyetseni concurred with Kunkuyu on the importance of media sensitization in bridging the knowledge gap regarding its goals and initiatives in public discourse.

Mdyetseni pointed out the organization's commitment to engage stakeholders to reduce misconceptions about its services with the media being the latest group to undergo such orientation.

“It is NEEF’s tradition to engage stakeholders including politicians, civil society organizations and youth groups. This is the first time we are sensitizing the media which are an integral part of society,” Mdyetseni said.

He said the orientation was aimed at clarifying NEEF’s aspirations, products and goals in a bid to address misunderstandings about how the organization is perceived and represented in the media and the community at large.

Mdyetseni, therefore, emphasized that strengthening the relationship between NEEF and the media remained crucial in changing people's mindsets and reducing poverty levels in Malawi.

He clarified that NEEF focuses on economic empowerment rather than merely promoting enterprise proliferation, offering broader microfinance services.

“It is to be noted that NEEF is a loans entity and not a grants entity as other people would want it to be perceived. NEEF traces and collects the money that is given to eligible citizens,” he said.  

Prominent attendees included SRPC President, Ronald Amos and the Director of Information, Arthur Chipenda.

The journalists were drawn from various media houses across the southern region.