IMG – The Reputation Agency has pledged to continue supporting efforts aimed at strengthening, promoting and raising the profile of the Public Relations profession in Tanzania, emphasizing the important role the profession plays in building trust and strong relationships between institutions and the public.
The remarks were made in Dodoma by Lightness Mndeme, a representative of IMG – The Reputation Agency, during the PRST Annual General Meeting and PR Excellence Awards.
Mndeme said IMG – The Reputation Agency participated in the meeting as one of the sponsors, in support of efforts by the Public Relations Society of Tanzania (PRST) to promote and strengthen the Public Relations profession in the country.
He said the meeting was important for Public Relations professionals as it provided an opportunity to discuss the role of the profession in strengthening relationships between government institutions, the private sector and the public.
“Being here as IMG – The Reputation Agency demonstrates our recognition of the efforts being made by PRST to promote and uphold the Public Relations profession, as well as our recognition of the contribution of the profession as a whole,” Mndeme said.
He explained that IMG – The Reputation Agency works with institutions and companies to build strong relationships with the public, adding that platforms such as the PRST meeting provide professionals with opportunities to exchange experiences and learn better ways of communicating with society.
Mndeme also emphasized the need for Public Relations to become an integral part of decision-making within institutions, rather than being viewed merely as a supporting department for other units.
He said institutions that do not give Public Relations the attention it deserves may face challenges in building effective communication, trust and positive relationships with the public.
“Public Relations should be part of institutional decision-making because we play a major role in connecting institutions with the public. Without good relations with the public, it is difficult for institutions to build trust,” he said.
Mndeme further highlighted the importance of the PR Excellence Awards in motivating Public Relations professionals by recognizing their contributions and achievements.
He said recognizing professionals for their work encourages them to do more while also inspiring others to improve their performance.
He added that the overall objective is to ensure that institutions communicate their messages effectively to the public and that their activities and services are understood and benefit society and the country at large.