FDH Holdings Financial Limited Chief Executive Officer, William Mpinganjira, has used his personal experience to justify why organizations ought to include Public Relations (PR) in the top management.

In his speech at this year’s Public Relations Society of Malawi (PRSM) annual lakeshore conference, Mpinganjira said PR is a critical component of every organization and therefore it must be considered as a key function in decision making. He said PR can help to build strong brands.

He said: “I began by building a team that embodied our organization’s culture and shared our goals. Together, we strategically identified the brand assets that would propel our PR efforts. Our objectives were clear: to disseminate vital information and events, maintain a strong brand image, and proactively address challenges by reframing negative narratives to minimize potential harm.”

Engaged PRSM members during the 2024 PRSM Conference.

Mpinganjira also tipped PR practitioners what management of any organization expected from them.

“As PR professionals, you need to understand the core business for you to add value to the business and make sure your functions align with company strategy. Apart from that, you must anticipate and stay ahead of events,” said Mpinganjira.

Most organizations have already embraced Mpinganjira’s line of thinking – to have Public Relations Professionals as part of management.

The three-day conference was held under the theme ‘Managing Narratives for Enhanced Democracy and Development.’