The Southern African Development Community’s (SADC) development milestones will become competitive and permeate society if the SADC Secretariat moves quickly to implement its communications, awareness, and visibility action plan anchored in its strategic goals.
MISA Regional Director Dr Tabani Moyo made the call while moderating one of the virtual sessions of the SADC Secretariat’s meeting of the SADC National Contact Points and the SADC National Media Coordinators on implementing the SADC Communication, Awareness and Visibility Strategy 2020-2030.
The meeting took place on 23 September 2026.
Dr Moyo facilitated the session on the topic: Strengthening media collaboration with the SADC Secretariat to enhance SADC Communication, Awareness and Visibility through media stakeholders..
He noted that the fourth strategic objective of the strategy, Enhance Media Development – Strengthen media ecosystems to support effective communication and engagement on regional initiatives, was instrumental to the strategy’s success.
He said the strategy positions the media as a strategic partner in attaining the regional body’s objectives.
“Today’s meeting is a bold step towards the strategic intent of this critical document, as it sets the pathways for moving from strategy to concrete action plans.
“What is most critical is SADC’s undertaking that the media will not be treated as a tool but as a strategic partner that needs to be developed in line with the ever-changing environment, so that it remains competitive in telling the regional story and better connects the media to its regional audiences,” noted Dr Moyo.
In doing so, the strategic objectives of the SADC Vision 2050 and the Regional Indicative Strategic Development Plan (RISDP 2020–2030) will sustainably be achieved and endure beyond the lifespan of the strategic documents.
Dr Moyo applauded the SADC Secretariat for initiating the consultation process with the strategy’s drivers, namely the Secretariat, National Contact Points, the National Media Coordinators and the strategic stakeholders.
He said this will strengthen internal alignment and ensure that the internal drivers share the strategic objectives and move the plan into its execution phases.
“I’m equally encouraged that the strategy has commenced with the stakeholders to build a common starting position, as they drive its permeation across the entire region. Furthermore, the inclusion of the stakeholders here present assists in holding each other accountable for what we have set on our collective shoulders.”
“A stronger media ecosystem is key to building a sense of belonging to our collective …
“While you see a high level of agency in our regions, such as (in) West and East Africa, the perception in SADC is contrary, and this is against the grain of the Pan-African spirit and its rebirth.
“Our narratives, through this strategy, help strengthen our collective being while leading to the attainment of the SADC Vision 2050 and the RISDP objectives of strengthening cooperation and integration for a prosperous society,” said Dr Moyo.
In her opening remarks, Ms Barbara Lopi, the SADC Secretariat Head of Communications and Public Relations, underscored the media’s responsibility in the region to tell the region’s story, as it affects the daily realities of the people of the region.
She said this would improve their choices and build a prosperous society for the collective benefit of the member states, the region and the continent at large.
“While the Strategy provides the framework, its success will depend on the commitment, creativity, and dedication that each of us brings to its implementation. As National Contact Points and National Media Coordinators, you are uniquely positioned to help tell the story of SADC regional integration.
“Through your efforts, citizens can better understand how SADC is creating opportunities, strengthening partnerships, overcoming challenges, and improving lives across our regional community,” said Ms Lopi
She underscored the opportunities that arise when citizens of the region access information on trade and economic opportunities through media stories that empower them to make decisions in advance of economic prosperity and further deepen regional integration.
“While challenges must be acknowledged, it is equally important that we highlight the
region’s progress, innovation, resilience, and opportunities. By showcasing development successes and the positive impact of regional cooperation, we can strengthen public confidence, inspire future generations, and help attract investment and tourism to our region.”
“Let us harness both traditional and digital media platforms to reach wider audiences, engage younger generations, and ensure that the story of SADC reaches every corner of our region.
“Let us also communicate in ways that resonate with citizens, including through local languages and locally relevant content. When information is shared effectively, understanding grows; when understanding grows, appreciation deepens; and when appreciation deepens, support for regional integration is strengthened,” noted Ms Lopi.
Commenting on the importance of multilateral institutions and Regional Economic Communities, such as SADC, MISA Regional Chairperson, Jeremias Langa, noted that these engagements were pivotal to achieving the MISA Regional Strategy 2026 – 2030, which emerged from the 7-8 May 2026 strategic planning process.
“The MISA Regional Strategy positions the media and information ecosystems as a cross-cutting vehicle for societal development, advancing the notion of information as a public good, anchoring informed choices for the peoples of Southern Africa, and stimulating inclusive development.
“Hence, SADC, the African Union, the United Nations, and COMESA are critical spaces for collective decision-making and for building … high-level advocacy,” said Langa.
The meeting was convened to strengthen partnerships between the SADC Secretariat, Member States, Community Media, Media Bodies and Information and Communication Intermediaries in promoting visibility, awareness, citizen engagement, and public understanding of SADC programmes, policies, achievements, and regional integration agenda.
MISA Regional Communiqué
