The job of safeguarding an image and reputation

Tunohole Mungoba“The main function of a public relations officer is to establish and maintain mutually beneficial relationships between an organisation and its various stakeholders,” says Lydia Atuhe Shifa, chief public relations officer of Khomas Regional Council. “My typical day at work starts with analysing media coverage to find out if my organisation is featured anywhere. I also check the online tracking system to see if my organisation is mentioned in online conversations,” she explains. “This is done in order to respond proactively to any possible negative publicity and make sure that correct information is provided to the masses.”Her other duties include liaising with, and provide prompt responses to enquiries from the media, individuals and other organizations, writing and editing in-house newsletters, press releases, speeches and annual reports, preparing and supervising the production of publicity materials, including brochures and handouts and organizing corporate events such as press conferences, exhibitions as well as national days.After studying journalism and communications at Namibia University of Science and Technology (NUST), where she specialised in public relations, Shifa worked in radio for over five years, before joining the NBC’s public relations department, where she kick started my career and passion for public relationsShifa says that being in the public relations’ field was not her initial dream job as she originally wanted to be a radio presenter. “I grew up listening and mimicking Muala Muchila and Rejoice Itembu, my two favourite presenters on National Broadcasting Chanel (NBC) National Radio and I wanted to be just like them,” she recalls.“I did my research on the field of studies I need to take to become a radio presenter and basically that is how my journalism journey started,” says Shifa. “However, when I finally got into radio, I realised that no one really cares whether one has a qualification or not in that field,” she explains. This discouraged Shifa from pursuing her radio dream and that is how she ended up in public relations. “This was as an alternative field, which surprisingly turned out to be my true passion,” she adds. Shifa says the excellent communication skills is key for someone to excel in public relations. “This is required when writing and producing presentations, press releases and when speaking publicly at interviews, press conferences and presentations,” she says. “The person must also have excellent interpersonal skills because they will be dealing with people from different walks of life who are part of the various stakeholder groups of the organisation.”Shifa adds that someone interested in this department must have the ability to cope with pressure that comes along with the occupation. “This is because PR is fast paced and unpredictable with endless deadlines,” Shifa says. “A crisis can happen anytime and negative publicity can pop up any minute, so one needs to have a backbone to deal with such unplanned occurrences.”Shifa also tells Careers creativity, imagination and initiative are essential character traits in her field of work because “creativity is a prerequisite in designing promotional materials, layout of magazines and newsletters, updating the website and planning corporate events.”Her highlights that come along with her job include the great opportunities to meet and network with different people including celebrities, diplomats, politicians and community leaders. “With every amazing job, there come lowlights such sometimes you work long hours and under pressure, especially when there is a crisis.”

The job of safeguarding an image and reputation

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Namibian Sun 2026-02-20

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The job of safeguarding an image and reputation

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Namibian Sun 2026-02-20

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