Exploring the Role of the Zambia Institute of Public Relations and Communication (Ziprc) in Influencing Professional Practice of Public Relations in Zambia

The Zambia Institute of Public Relations and Communication (ZIPRC) was established in 2022 under Act No. 11 to regulate and professionalize public relations (PR) practice in Zambia. However, its influence, challenges, and compliance levels remain empirically underexplored. This study explored ZIPRC’s role in shaping PR professionalism during its formative years, employing a mixed-methods approach. Quantitative data from 121 practitioners and qualitative insights from 10 key informants reveal that 84.3% rate ZIPRC’s performance as “acceptable†or “good,†citing successes in membership registration (33.1%) and training programs (35.5%). However, challenges persist, including limited resources (16.5%), low stakeholder recognition (39.7%), and ambiguous membership requirements (20.7%). Regression analysis (R = 0.1316) indicates weak correlation between ZIPRC recognition and perceived effectiveness, suggesting stakeholder engagement and enforcement are critical gaps. The study contributes the first systematic empirical exploration of the Zambia Institute of Public Relations and Communication’s implementation progress, offering original insight into its institutional milestones and operational barriers during the early enforcement phase of the Act. Recommendations include stronger enforcement mechanisms, affordable continuous professional development (CPD), and nationwide advocacy to enhance compliance. These findings hold serious implications for ZIPRC’s governance, PR practitioners, and policymakers seeking to elevate the profession’s legitimacy and strategic value in Zambia.