By Williams Mhango & Jonathan Phiri, LCC 3

On April 22, 2024, second and third year students studying Bachelor of Arts in Language, Communication and Culture had the rare occasion of learning the practical side of a public relations through a presentation by FDH Financial Holding's Public Relations Manager, Lorraine Chikhula.

In her presentation, among others, Chikhula shared insightful experiences and expertise focused on the significance of effective communication, reputation management, and crisis communications, using real-world examples from FDH's successful PR strategies.

“To succeed in PR, you have to build essential skills, maintain resilience, and pursue industry-specific training. It is also very important to build strong relationships with stakeholders, network with business-focused individuals and be open to change, given the rapid evolution of media technology. The public relations field is dynamic, it requires you to be flexible and easy to adapt,” she said.

The students were engaged throughout the presentation, actively participating in discussions and asking thought-provoking questions. 

Mr Blessings Nyasulu, a lecturer in communication, and organizer of the event, said he wanted the students to gain insights and practical knowledge for their future public relations careers.

"Since the course is mostly theoretical, it is important for students to get a taste of the industry, hear from professionals, and learn the practical side of it. It is imperative for students to be exposed to the practical side of the study and learn from the best in the practice,” he explained.

Chikondi Masache, a third-year student, said she was enthralled with the presentation. 

"The presentation has left me feeling enthusiastic about my future career in public relations. I look forward to graduating and joining the field. Lorraine Chikhula is someone I aspire to be in the coming years," she said.

The presentation was part of MUST’s ongoing effort to bridge the gap between academia and industry, providing students with exposure to real-world experiences and best practices.