Over 100 Public Relations Professionals in Malawi joined the global community in commemorating World PR Day on Wednesday, 16 July 2025, with a call for PR to claim its rightful seat in the boardroom and play a central role in organizational decision-making.

Speaking as Guest of Honor at the event, which was hosted at the ESCOM Mpemba Training Center, Electricity Supply Corporation of Malawi Limited (ESCOM) Chief Executive Officer Kamkwamba Kumwenda emphasised the importance of empowering PR professionals so that they are part and parcel of crucial decision-making processes in their organizations.

Public Relations is a management function, and the PR role must be a management position if organisations are to benefit from its activities – Kamkwamba Kumwenda, ESCOM Chief Executive Officer.

“Public Relations is a management function, and the PR role must be a management position if organisations are to benefit from its activities.” Said Kumwenda.

Echoing Kumwenda’s sentiments, Public Relations Society of Malawi (PRSM) President Benson Linje underscored the strategic significance of PR, noting that its value goes beyond firefighting and writing press releases.

“In a world of rapid change, misinformation, and growing public expectations, public relations can bridge the gap between policy and public understanding, helping steer our nation toward inclusive development.” Said Linje.

“Public Relations is more than just firefighting and writing press releases — it is a strategic function that adds real value to organizations.” — Benson Linje, President of the Public Relations Society of Malawi (PRSM).

Delivering a keynote address later in the day during an interface between the PR professionals, Chief Executive Officer’s and other heads of institution’s, FDH Financial Holdings Group Head of Marketing and Communication, Levie Nkunika, challenged the PR professionals to develop relevant skills that drive value for their organizations.

“PR professionals must develop relevant skills if they are to move from playing a support role to a strategic role in their organizations.” Said Nkunika.

“PR professionals must continuously develop relevant skills that drive real value for their organizations.” — Levie Nkunika, Group Head of Marketing and Communication, FDH Financial Holdings, delivering a keynote address during the PR and CEOs interface session.

World PR Day is observed globally to recognize the critical role the public relations profession plays in shaping society, building trust, and promoting ethical and responsible communication. This year’s celebration in Malawi was held under the theme: “Shaping Malawi’s Future Through Strategic Communication.”