By Ernest Mfunya

Mangochi, October 4, Mana: Minister of Information and Digitalization, Moses Kunkuyu, has called upon the public relations and communication strategists to be proactive in disseminating narratives that promote principles of transparency and accountability as the country moves towards 2025 general elections.

Kunkuyu made the remarks at Club Makokola in Mangochi on Friday during the annual conference of Public Relations Society of Malawi.

He said that the theme for the conference; ‘Managing Narratives for Enhancing Democracy and Development' challenges the public relations and communication strategists on their role to manage the narrative in shaping public discourse and fostering inclusive development.

The minister said government recognizes the significance roles that communication practitioners play in promoting democracy and development such that Malawi cannot be democratic and developed if communication is not taken seriously.

“As you are all aware that Malawi will in September, 2025 be going for parliamentary and presidential elections management of narratives in taming misinformation is crucial during any election.

“It is essential that we prioritize fact based information and constructive dialogue because narratives have the ability to shape public opinion, influence and ultimately, determine the course of our democratic journey,” said Kunkuyu.

He expressed government commitment to ensure that public relations and communication practitioners operate in a conducive environment, support the sector through capacity building initiatives to ensure that those discharging public relations and communication roles are well trained.

Kunkuyu, therefore, urged communications strategists to be custodians of information citing that authoritarian narratives are gaining traction, seeking to undermine democratic institutions and values.

“Every day, as communicators, you have no choice but to go into the social media battle field to win that war. If you lose that war, you lose business, reputation and everything.

“These narratives often exploit grievances,” he added.

President for Public Relations Society of Malawi, Benson Linje, commended government in ensuring that the practitioners are working in a conducive environment following enactment of the Access to Information Bill.

He expressed gratitude to the minister for challenging and inspiring the practitioners to make the communication sector robust and vibrant apart from committing to make PR positions established in government sectors.

Established in 2018, Public Relations Society of Malawi is a grouping of public relations and communications practitioners from both public and private sectors in Malawi.