Laura Miti Must understand that PR Can’t Fix Everything: The Government Must Focus on Real Solutions
By Thandiwe Ketis Ngoma
In her recent Facebook post, Laura Miti raised concerns about the UPND government’s public relations (PR) efforts, accusing them of failing to effectively counter the “misinformation” being spread by Ambassador Emmanuel Mwamba, the PF Publicity and Information Secretary. She further suggests that the government is losing the PR battle due to the unwillingness of the “Kateks”—a term presumably referring to the president—to take decisive action, such as reassigning or even dismissing those responsible for what she perceives as a communication failure.
While it’s true that a well-organized PR team is essential for shaping public perception and managing misinformation, there are clear limitations to what PR alone can accomplish when the facts are undeniable and right in front of the public. Ambassador Mwamba may be adept at crafting narratives, but it is critical to acknowledge that these narratives are not lies. Instead, they reflect the very real issues and challenges facing the government. The issues highlighted by Ambassador Mwamba are not hypothetical or invented; they are grounded in the lived experiences of citizens and the ongoing policies of the government. These are matters of public record, visible to anyone paying attention, and the transparency of these issues makes it almost impossible to dispute the accuracy of the claims.
In this context, the role of PR becomes constrained. While public relations efforts are designed to correct misconceptions, promote achievements, and shape public understanding, they cannot mask the more significant and systemic challenges that people face. No amount of slick media messaging can change the fact that citizens are dealing with economic hardship, inadequate public services, and governance failures on a daily basis. The government’s communications team can attempt to counteract these narratives, but they cannot rewrite the reality of people’s lives.
Focusing only on managing the narrative without addressing the core issues will only deepen public skepticism and further erode trust in the government’s ability to lead. The public is no longer looking for well-crafted speeches or carefully controlled media appearances; they are looking for real, substantive change. They want improvements in the economy, better public services, and a government that can demonstrate accountability. The real measure of effective governance is not found in polished press releases or talking points but in tangible actions that directly improve people’s lives.
Therefore, rather than investing significant resources in fighting narratives, the government must prioritize delivering real, measurable improvements. Whether in the economy, healthcare, education, or infrastructure, progress is the most powerful PR. When the government addresses the pressing needs of the population and achieves meaningful results, these will naturally speak louder than any message crafted by a communications team. The true strength of a government’s public relations lies not in its spin, but in its ability to create visible, positive change.
It is undeniable that a strong communications team can amplify a government’s successes, but the actions themselves—tangible, impactful changes—are what will ultimately define public perception. PR is a tool, not a substitute for leadership. The government can no longer afford to spend its energy on damage control or media spin. To restore public trust, it must focus on delivering solutions, not just talking about them. Only then will the PR challenges fade, as the people will have real results to validate the government’s narrative.
In the final analysis, the true measure of a government’s success will not be found in its ability to manage media narratives but in its ability to confront and solve the real challenges facing its citizens. For a government serious about restoring confidence in its leadership, the priority must be action over words, substance over spin. Achieving tangible, meaningful progress will not only address the concerns of the public, but it will also render PR countermeasures unnecessary. Actions speak louder than words, and no amount of PR can compensate for a lack of real, effective governance. The time for spin is over; now is the time for action.