The digital age has transformed communication strategies globally, and Africa, with its rapid technological adoption, is no exception. As internet penetration and smartphone usage continue to rise, African countries increasingly turn to digital public relations (PR) to manage their reputation, engage with the public, and influence policy decisions.
Zimbabwe, as a microcosm of this more significant trend, is embracing digital PR as a corporate and governmental communication. In this article, we explore how digital PR is unlocking new opportunities for communication in Zimbabwe, supported by insights from contemporary digital PR scholars and real-world examples.
Digital Public Relations: A Global Shift
Digital Public Relations refers to using digital tools and platforms to manage communication between an organisation and its stakeholders. It includes using social media, websites, blogs, email newsletters, and other online channels to create and disseminate content that engages, informs, and influences target audiences.
According to researchers like Brian S. McNair (2017) in his book An Introduction to Political Communication, the shift to digital PR has been fueled by the speed, accessibility, and global reach of digital technologies.
While digital PR has gained significance in Africa due to the continent’s rapid digitalisation, Zimbabwe’s case is unique. Here, adopting digital strategies is not just a response to technological advancements but also a result of the intricate interplay of political, social, and economic factors.
These factors, including hyperinflation, political unrest, and international sanctions, have posed unique challenges and opened up new opportunities for digital PR in Zimbabwe.
The Zimbabwean Context
Zimbabwe has faced numerous challenges, including hyperinflation, political unrest, and international sanctions, which have impacted its public relations landscape.
Despite these difficulties, the country has gradually shifted towards digital PR in recent years, primarily driven by the rise in mobile phone penetration and internet access.
In the 2010s, Zimbabwe’s mobile penetration rate soared to over 80%, and internet use increased significantly.
The government and businesses alike began to realise the potential of the Internet as a tool for public relations.
The advent of platforms such as Twitter, Facebook, and WhatsApp provided a unique space for Zimbabweans to interact with brands and government officials in ways previously unthinkable.
Examples of Digital PR Adaptation in Zimbabwe
Government Communication: Zimbabwe’s “Command PR”
The Zimbabwean government has utilised digital PR tools to manage its public image, mainly through state-run and social media platforms. The advent of the “Command Agriculture” program, aimed at addressing food security, is a prime example of digital PR employed by the government.
Through the government’s official social media accounts, such as the Zimbabwe Government’s Twitter handle, they broadcast messages to the public to bolster their image as a proactive and responsible administration.
According to Chris Graves (2016), digital PR strategies in government can be particularly effective in managing crises or presenting a unified voice to the public. In Zimbabwe’s case, this was evident in how the government used its online platforms to reassure the population of its efforts to manage food security during economic instability.
Corporate Sector: Econet Wireless and Social Media Engagement
Econet Wireless, Zimbabwe’s largest telecommunications company, is a clear example of how a business can successfully adapt digital PR. With a substantial online presence on platforms like Facebook, Twitter, and Instagram, Econet has engaged with millions of Zimbabweans, addressing customer service issues, announcing promotions, and participating in social causes.
In her work, Social Media and Public Relations, digital PR scholar Deirdre Breakenridge (2012) argues that successful digital PR in the corporate sector relies heavily on engagement with audiences. Econet’s real-time communication with customers and its use of social media to humanize the brand has made it a success story in Zimbabwe’s corporate PR landscape.
The Role of Digital Influencers in PR Strategy
The rise of social media platforms in Zimbabwe has given birth to a new breed of PR professionals: digital influencers. These individuals have become instrumental in many brands’ PR strategies, particularly in the beauty, fashion, and lifestyle sectors.
Influencers like Zimcelebs and Madam Boss real name Cleopatra Tyra Chikocho use platforms like Instagram and Facebook to not just engage with their followers but also to shape public perceptions and promote brands.
Their role in digital PR cannot be overstated, as they have the power to significantly influence public opinion and the success of PR campaigns. While digital PR offers numerous opportunities for effective communication, the adaptation in Zimbabwe is not without its challenges. These include:
While digital PR offers numerous opportunities for effective communication, the adaptation in Zimbabwe is challenging. These include:
Access to Technology: Despite the high penetration of mobile phones, access to high-speed internet is still limited in some parts of Zimbabwe, mainly in rural areas. This digital divide means businesses and the government may not reach all population segments.
Censorship and Control: Zimbabwe’s government has faced criticism for its attempts to control online discourse, sometimes shutting down social media platforms during periods of political unrest. This can limit the ability of PR practitioners to communicate freely and engage with the public.
Misinformation: The spread of fake news and misinformation on social media is a significant concern in Zimbabwe. Digital PR practitioners must ensure their messages are credible and accurately convey the intended information.
The Future of Digital PR in Zimbabwe
As digital infrastructure continues to improve, Zimbabwe’s digital PR landscape is poised for significant evolution.
According to David Meerman Scott (2020) in his book The New Rules of Marketing & PR, companies and governments that swiftly adapt to the digital world can influence the future of communication.
In Zimbabwe, this could mean a more widespread use of digital storytelling, interactive campaigns, and a deeper integration of digital PR into everyday communication. This potential for growth and innovation should inspire optimism about the future of digital PR in Zimbabwe.
The future of digital PR in Zimbabwe is not just about technological advancements but also about the younger, tech-savvy population.
As mobile and internet usage grows, the demand for engaging, transparent, and interactive communication strategies will increase. This shift will challenge PR professionals to rethink their approaches and prioritize digital-first strategies that align with the needs and expectations of Zimbabweans.
The active participation of the youth in shaping the future of digital PR should instil a sense of hope and anticipation for the exciting changes to come.
Conclusion
Zimbabwe’s adaptation to digital public relations is a fascinating case study of how the digital age transforms African communication. Despite numerous challenges, the country has embraced digital PR as an assertive communication, reputation management, and engagement tool.
As the digital landscape continues to evolve, Zimbabwe’s experience will serve as a model for other African nations looking to unlock the potential of digital PR in the 21st century. With the insights provided by contemporary scholars and the ongoing digital advancements in the country, the future of digital PR in Zimbabwe looks promising.
