By Albertina Kashuupulwa-Malwa
Every year on 16 July, the world commemorates World Public Relations Day (WPRD), a day dedicated to celebrating the public relations profession and recognising its contribution to organisations, communities and society at large.
This year, World PR Day is commemorated under the theme: “The Golden Age of Strategic Public Relations (PR).”The theme reflects the significant transformation of the profession from being viewed merely as a tactical communication function to becoming a strategic management discipline that creates value and contributes directly to organisational success.
Over the years, public relations has continued to grow globally. According to the U.S. Bureau of Labor Statistics, employment in public relations and fundraising management is projected to grow by approximately 7% over the next decade, reflecting the increasing demand for professionals who can help organisations build trust, manage reputation and engage stakeholders effectively. Similarly, the global PR industry is now valued at over US$100 billion, demonstrating the growing recognition of the profession’s importance.
In Namibia, we are also witnessing more young people pursuing studies and careers in public relations and communications. This growth is encouraging. However, this year’s theme challenges us to go beyond simply communicating information. It calls on us to elevate our practice and position ourselves as strategic advisors within our organisations.
Strategic communication is not merely about sharing information. It is communication that is directly linked to organisational goals, reputation management, stakeholder mapping, policy influence, behavioural change, business growth, and long-term planning. Furthrmore, strategic communication is communicating with purpose, it is about ensuring that the right message reaches the right audience, through the right channels, at the right time, to achieve a specific outcome.
In Namibia, elements of strategic communication can be observed in certain sectors, particularly among large corporates such as banks, telecommunications companies, mining firms, some international organisations and development agencies, as well as a few communication agencies and practitioners who deliberately position communication as a strategic management function.
It is good to see that the communication profession has now earned recognition and secured a seat at the decision-making table at some of these sectors; however, the critical question we must ask ourselves is, “Where do we go from here?” and “How do we contribute more strategically?” Therefore, for me the next phase requires communication professionals to move beyond publicity and demonstrate measurable value by contributing to organisational objectives, policy development, stakeholder trust, and sustainable development.
As communication professionals, we must always ask ourselves:
What are we trying to achieve?
Who are we communicating with?
What do we want them to know, feel or do?
Which communication channels are most effective?
And perhaps most importantly, did our communication achieve the intended results?
This brings me to one area that continues to be a challenge for many of us: measurement and evaluation which also quilifies to be a measure of strategic communication.
Across the world, public relations professionals continue to grapple with demonstrating the value and impact of their work. Unfortunately, when communication efforts are not adequately measured, it becomes difficult to justify budgets and secure a seat at the decision-making table.
How often have communication budgets been among the first to be reduced during difficult economic times? How often are communication positions viewed as non-essential when organisations restructure? These realities often stem from our inability to clearly demonstrate impact.
In Namibia, many institutions are still measuring communication by activities undertaken rather than impact achieved. The future of public relations lies not in counting press releases and events, but in demonstrating how communication influences public understanding, trust, behaviour, and organisational outcomes. Therefore, for Namibia to fully embrace the golden age of strategic public relations, there is a need for greater investment in research, data analytics and communication measurement.
As we commemorate World Public Relations Day, I encourage fellow communication professionals to reflect on their practice. Assess where you may be falling short, identify opportunities for growth and develop deliberate plans to strengthen your strategic communication capabilities.
Happy World Public Relations Day !!
Albertina Kashuupulwa-Malwa, CPRP, is an accomplished communications and public relations practitioner, Consultant, and Founder and Managing Director of Tulip Media Consultancy, with extensive experience in strategic communication, stakeholder engagement, and reputation management.