OPENING REMARKS BY MR. LAWRENCE MASERA, COMMUNICATIONS OFFICER IN THE MINISTRY OF FOREIGN AFFAIRS AND INTERNATIONAL TRADE OF THE REPUBLIC OF ZIMBABWE

Ladies and gentlemen, esteemed guests, distinguished colleagues, and participants,

A warm welcome to each one of you as we gather here for the Regional Validation Workshop on the Draft SADC Communication, Awareness, and Visibility Strategy 2025-2030. It is indeed a privilege to stand before you today in this vibrant city of Johannesburg, a city known for its rich history, diversity, and resilience—a fitting backdrop for our important discussions over the next two days.

As we embark on this critical workshop, let us take a moment to recognize the strong foundation established by our previous Communication and Promotional Strategy 2016-2020. This prior strategy has paved the way for us to evaluate our successes, learn from our challenges, and set ambitious goals for the future. We now gather here with a renewed commitment to enhancing the visibility and communication capacity of the Southern African Development Community (SADC), ensuring it resonates with our citizenry and engages them actively in our regional agenda.

The draft strategy we are about to discuss is not just a document; it embodies our collective aspirations and the innovative spirit of the SADC region. It is built on the insights gleaned from consultations held with our Member States and industry experts, showcasing ongoing collaboration and mutual respect among us. It is this spirit that we must ensure continues to flourish as we validate and refine our approach.

Over the course of our workshop, we will delve into several vital objectives. Our discussions will not only present the details of the revised draft strategy but also actively engage you, the SADC National Media Coordinators, media experts, and members of the SADC Secretariat, in the critical review process. Your firsthand experiences and insights—especially as they relate to challenges faced while implementing the previous strategy—will be invaluable. Together, we will explore ways to effectively reach remote communities and adapt to the ever-evolving landscape of media consumption.

Moreover, we will validate innovative practices and harness emerging technologies such as Artificial Intelligence and social media to enrich our communication efforts. These tools present us with unprecedented opportunities to engage and inspire our audiences; hence, it is essential that we embrace them fully.

As we work together, we will also seek to establish a robust monitoring and evaluation framework that encompasses clear key performance indicators, timelines, and responsibilities. This will not only ensure accountability but also allow us to measure our impact as we strive for exemplary communication and visibility in all that we do.

Finally, it is our endeavor to finalize a comprehensive strategy that is not only ambitious but practical—one that supports the implementation mechanisms and resource mobilization approaches necessary for success. We must engage thoroughly with each other, remaining open to feedback and ideas so that we can submit a polished document to SADC management and ultimately to our Member States, as we aim for its official endorsement by the SADC Council of Ministers.

Let us take this opportunity to orient ourselves with the standardized communication guidelines developed by the SADC National-Regional Linkages (SNRL) Programme. I encourage each of you to consider how these guidelines can be adopted and utilized in your respective countries pursuing our shared vision.

Let me underscore that the responsibility of enhancing communication, awareness and visibility of SADC and its programmes and impact, rests with all of us, and not only the SADC Secretariat. It is hope and belief that, once this Strategy is approved, all of us, will support its implementation including the SADC National Media Coordinators, Media Experts and partners such as Media Institute of Southern Africa (MISA), Editors Forum, the Southern African Research and Documentation Centre (SARDC) and Southern Africa Youth Forum who area present in this workshop.

In conclusion, I urge everyone to participate actively, share your insights, and challenge assumptions. This is our moment to elevate the voice and visibility of SADC in a way that reflects our shared values, aspirations, and the incredible potential that lies in our unity.

Thank you, and let us embark on this important journey together.

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