PDU Evaluates PROs’ Performance

The Presidential Delivery Unit (PDU) yesterday conducted a check-in meeting for Public Relations Officers (PROs) at the Cabinet office. The meeting was attended by Public Relations personnel from central government ministries and quasi-government agencies responsible for Presidential Priorities.

The meeting, presided over by the PDU head, Ms. Kusobile Kamwambi, focused on evaluating the performance of the Public Relations Officers for the first quarter (January to March) of 2024. The evaluation was based on the comparison between the submitted communication plans for coverage of Presidential Priorities and their actual implementation. Ms. Kamwambi informed the government communicators that the public’s appreciation of government reform policies is a significant responsibility that rests on the officers. She expressed that the current public outcry about the government’s ineffective communication could be mitigated if all stakeholders understood that isolated communication is more costly and less effective than leveraging each other’s platforms.

Ms. Kamwambi emphasized the need for public relations personnel to ensure that citizens across the country receive accurate and timely information in line with the presidential priorities outlined in the Eighth National Development Plan (8NDP). She further encouraged the officers to adopt a proactive approach rather than a reactive one, especially on critical issues affecting citizens, such as the current mealie-meal situation and the energy crisis.
“We need to publicize the service charters in these ministries and provide people with details about the specific services we offer. People cannot appreciate a service they are unaware of. This is the essence of communication and what will ensure that we, as a government, deliver on our promises,” Ms. Kamwambi stated.

Ms. Besa Kyanamina, the Lead Communications and Outreach at the Presidential Delivery Unit (PDU), underscored the importance of utilizing all available platforms to ensure satisfactory communication rollouts, leaving no room for speculation and rumor-mongering. She advised the Public Relations officers to familiarize themselves with the work their ministries are implementing in the Presidential Priorities, as this is the only way to bring visibility to the correct information.
The Presidential Delivery Unit continues its efforts to enhance strategic government communication through established delivery routines that serve the purpose of alignment and coordination.

©️PDU 2024