Zambia Institute of Public Relations and Communication (ZIPRC) President Ireen Chipili has called on PR and communication practitioners to safeguard the interest of the profession by protecting the public from misinformation.
Ms. Chipili says ZIPRC recognizes that effective communication is the backbone of governance, economic growth, and societal development, and its commitment to providing thought leadership in this space.
Speaking during the official opening of the 14th ZIPRC Conference in Livingstone today, Ms. Chipili said this year’s theme: “Strategic Communication and AI: Collaborate, Innovate, and Thrive” emphasizes the need for PR and communications professionals to share ideas and adapt to remain competitive in the ever-changing world.
“The theme is both timely and essential as it speaks of the dynamic and ever-evolving landscape of communication in which artificial intelligence is influencing how we engage, innovate and connect,” said Ms. Chipili.
Ms. Chipili has also thanked government for the commitment in supporting PR practitioners, stating that the support is a vital component in advancing national development inspires the sector to continue advocating for excellence in the practice of PR and
She has since appealed to all practitioners to register and comply with the ZIPRC Act as the law will be enforced without exemption.
By Margaret Mwanza
