A vibrant communication system has been identified as a tool in achieving the promotion and deepening of social and economic integration.

Speaking yesterday when she opened a two-day communication coordinators and media experts training workshop in Lusaka, Zambia, Common Market for Eastern and Southern Africa (Comesa) secretary general Chileshe Mpundu Kapwepwe said a diverse media landscape and mass communication channels are important in communicating the bloc’s activities and programmes.

Msokera: It will enable communication experts to have thorough knowledge of Comesa

She said: “That is why in 2018 the Comesa Council of Ministers directed that Comesa communication strategy be implemented in a manner that showcases the impact of Comesa programmes; hence, the establishment of the Communications Coordinator Desk at national level as an interface between Comesa and media and-related publicity.”

Kapwepwe said the training was vital in the implementation of the ministers’ directive to have a vibrant communications ecosystem.

She said, for example, some decisions made by Comesa policymakers have been partially implemented due to lack of or limited awareness of Comesa programmes at national level.

The Comesa secretary general has challenged the participants to ensure that the bloc’s key messages, information, decisions and commitments made in the public interest reach key stakeholders as the intended beneficiaries.

Kapwepwe urged the participants to ensure that new and in-depth information about Comesa-led programmes at the national level are within their reach and that access to information is easy.

In his remarks, Ministry of Trade and Industry spokesperson Mayeso Msokera, who is also Comesa’s national communication coordinator, described the training as significant as it will enable communication experts to have thorough knowledge of Comesa Regional Trade Integration agenda.

Comesa comprises 21 member States and boasts a population of 586 million people with gross domestic product of over $800 billion.

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