The Ministry of Information and Communication Technology (MICT) is working to strengthen the relationship between the media and public institutions in the Erongo Region.

Communicators, journalists and government representatives gathered at Swakopmund for the first-ever Erongo Media Stakeholder Conference to improve how information reaches the public.

Erongo Education Director Erenfriede Stephanus stressed that communication is the backbone of a strong society.

Stephanus acknowledged that, despite the interdependence between the media and institutions, operational frustrations do arise.

"At times, media houses contend with late invitations, incomplete press releases, and ambiguous stories," she said, adding that, "These challenges rarely stem from a lack of goodwill. Rather, they are often the result of limited mutual understanding of each other's unique operational realities and technical constraints. That is why we are here."

The two-day conference unpacked how newsrooms operate, from story pitching and editorial judgement to technical production processes and deadlines.

Former journalist and communication expert Usi ||Hoebeb shared that "This was a perfect platform for communicators or newsmakers and the media to get together and exchange views on how to collaborate for the betterment of effective flow of communication and for getting our narratives across, but also for respecting the boundaries that the media have."

For Swakopmund PRO Linda Mupupa, dialogue is the foundation of trust, "whereas trust is the foundation of effective communications, and throughout the past two days, both the media and the stakeholders have generally given life to this quote by understanding each other's practices and each other's methodologies."

Media Officer Steven Kashekele highlighted why it's important for media and newsmakers to have a cohesive relationship.

"I think the keyword is effective delivery of information for the public, and when you have all these things running in the background that are not contributing to a story or are delaying a story, you are robbing the community of that information. For example, if it's a campaign on polio and then you send a late invitation to the outbreak, that can even cause death, you know, because people are not informed, so they are likely not to make the right decisions or so."

Organisers say feedback from delegates has been positive, with hopes of expanding the initiative.