Luanda: The National Director for Information and Institutional Communication, Joo Demba, has emphasized the urgent need to professionalize press offices and institutional communication in Angola to enhance the quality of work in this field. This was articulated during the 2nd edition of the Forum of Institutional Communication and Press Advisory, themed 'Innovation, Communication and Sustainability: a new generation of organizations'.
According to Angola Press News Agency, institutional communication, though a relatively recent profession in Angola and regulated since 2014, continues to face challenges in terms of recognition and structuring. Demba reiterated the ministry's commitment to supporting training and initiatives that will contribute to the professionalization of press offices and institutional communication across the country.
Joo Demba highlighted the importance of institutional communication in navigating technological, sociological, and anthropological changes. He stated that the National Plan of Institutional Communication, approved in October 2024, serves as a pivotal guide for communication within public institutions and offers guidance for the private sector as well.
He also underscored the necessity for precise statistical collection as a foundation for effective communication. With more than 60% of the Angolan population under 24 years old, Demba stressed the need to adapt language, channels, and methodologies in communication strategies to suit this demographic.
Additionally, Demba addressed the distinct roles of journalists and press officers, emphasizing that the overlap of these roles can compromise professional ethics and sector credibility. He asserted the importance of maintaining a clear distinction between these roles to respect professional standards and current norms.
The forum saw participation from journalists and communication advisors from various public and private entities, aiming to foster dialogue and development in the field.
