AN OPEN LETTER TO THE PRESIDENT
SUBJECT: ABOLISH MINISTRY OF INFORMATION AND MEDIA
To describe and justify its functions and existence, the Zambian government says, “As a focal point for national information gathering and dissemination, MIBS has a major responsibility to co-ordinate and facilitate the operations of the media …”
For starters, no single ministry must be designated with the responsibility to gather information generated in every other ministry and government department. Each ministry can and does generate and disseminate information to identified audiences. This is the reason why each of them has a public relations officer with the same responsibility.
My suggestion is that disband the Ministry Information and Media and distribute the officers therein to the PR offices of other ministries. The current staff levels of normally one officer in the PR office does not reflect the importance of communication in an information age. Each ministry must be staffed with officers whose skill sets should reflect modern communication strategies that range from traditional to social media and other media arts.
Instead, the office of the Secretary to Cabinet must host the office of the Chief Government Spokesperson at the level of Permanent Secretary. Under this officer should be a staff compliment with communication and policy analytical skills that can study communication trends in the country and beyond and identify communication opportunities.
Working closely with the media team at State House and Public Relations Officers in various ministries and quasi-government bodies, the Chief Government Spokesperson can strategize effective ways of gathering and disseminating government information. Under this office shall fall the Zambia National Information Services, ZANIS, which is the technical and PR wing of government.
It is not the duty of the office of the proposed Chief Government Spokesperson to speak on policy issues that can be handled ably by line ministries. Instead, this officer will be communicating cabinet decisions and clarifying overall government policy. Alternatively, this officer could facilitate the engagement of the Secretary to Cabinet directly with the media from time to time. Otherwise, his or her task will be that of the face and voice of the Zambian government.
Under the office of the Chief Government Spokesperson should be several units that together define communication and media arts. For instance, there should be a department that deals with traditional media; social media; literary works such as books, book writers, publishing houses, along with film production, artforms such as sculpture, painting; and libraries, etc. Each of these media arts are potential forms of communicating any kind of information and message that government may desire.
Through film for instance, the government of Turkey has promoted anti-terrorism messages; through film, the government of South Africa has shared the various strategies that were employed in the struggle for freedom. Through sculpture, several countries in Europe have told the various aspects of their countries’ history. There is so much that communication is and what it can do to promote the Zambian identity and unity.
In case someone is worried about the media without a government Ministry: yes, only then shall the media achieve a self-regulatory framework. For the public broadcaster, ZNBC, the BBC model and how its board of governors is selected is a very good model to borrow. Don’t worry about the Independent Broadcasting Authority, IBA. There are sufficient examples around the globe to secure its independence and professional conduct.
Mr. President, you were elected on the promise of a new governance environment. The media space is one area you must not leave untouched. Disband the Ministry of Information and Media and end the temptation to interfere with media operations and their independence.
Kellys Kaunda
MA in New Media, Governance and Democracy (University of Leicester)
Former MISA-Zambia Chairperson
5th June 2022