Month: April 2026

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Uncategorized

Nashilongo Warns Against Over-reliance on AI

Director of Corporate Engagement at the Namibia University of Science and Technology (NUST) Gervasius Nashilongo, while encouraging the use of artificial intelligence (AI), has warned against the overreliance on technology at the expense of human creativity and brand authenticity.

Nashilongo cautions against misinformation, urging Namibians to supervise AI-generated content before publishing it as it can generate false information. 

“There is Jasper, ChatGPT, Google Translate and others that could write for you but they do not necessarily reflect your brand and adopt the tone of your institution. Let it save your time, but you must still do the work. Make sure there is context presented,” she says.

She urges the public to avoid over trusting AI with critical information.

She emphasises the importance of using tools that support African or multilingual languages.

“AI is not a replacement for communication but a tool to make connections more human, faster and smarter, but only if guided ethically, with a local lens,” she says.

She notes that while AI is already being used in various sectors such as education, health, agriculture, and labour, Namibia still faces challenges, including bias in data and understanding of local idioms which may not be accessible to all artificial intelligence language models.

“There is a need for us to train the data,” she said, referring to the NUST computer science faculty that trains on data systems.

“Work is going in there on machine learning,” she says.

She mentioned current trends where real time public service announcements in multiple languages could become a reality. However, she explained that it will require a lot of training of large language models to be able to speak to the local context.

Categories
Women In Business

Being Intentional About Your Brand

The Founder recently caught up with Ujama Kamajova, a rising content creator hailing from Walvis Bay. Last year, she was nominated for the MTC content creator awards 2025 under the Emerging Creator Category.

TF: What inspired you to start your journey as an influencer, and how has your brand evolved over time?

UK: It was my love for creativity and storytelling. I’ve always loved sharing things I enjoy. From beauty products, a cute outfit, or a moment that felt meaningful to me. Over time, people started relating to my content, and that connection pushed me to be more intentional about my brand.

My brand has evolved from just posting cute content to being more strategic, more purposeful, and more aware of the impact I want to make.

TF: How do you define your niche?

UK: I define my niche as lifestyle and beauty with a strong touch of realness and personality.

I love creating content that looks good, feels good, but also means something. What sets my voice apart is how intentional and relatable I am.

I don’t just promote products, I share experiences. In a space where everything can start to look the same, I focus on being me and that’s my biggest strength.

TF: How do you navigate collaborations?

UK: I always start by making sure the brand aligns with my values, audience, and aesthetic.

Authenticity is everything to me, so I only work with brands I genuinely love or believe in.

That way, the partnership feels natural and not forced.

Once a collaboration is confirmed, I take time to understand the brand’s goals and vision for the campaign.

Communication is also a big part of how I work. I keep the brand updated, meet deadlines ,and make sure everything from captions to visuals is on point and engaging. I want every collaboration to feel like a win-win.

TF: What challenges have you faced scaling your influence into a sustainable business?

UK: One of the biggest challenges I’ve faced in scaling my influence into a sustainable business is consistency, especially in the beginning. It takes a lot of discipline to show up even when the engagement is low, the ideas aren’t flowing, or collaborations are slow.

Another challenge is being taken seriously especially when you’re still building. Some brands expect free work or undervalue your content just because you’re not at a certain “follower count,” which can be frustrating.

Ujama Kamajova

TF: How do you manage the business side of influencing—finances, legal, marketing?

UK: I manage the business side by staying organised and intentional with everything I do. For finances, I keep track of all my income and expenses from brand deals, campaigns, and content creation.

I make sure to set aside money for savings, and reinvestment into my brand – this includes editing tools or creative direction. I read through contracts carefully and make sure the terms are fair. If anything feels off, I ask questions or get advice before signing. I’ve learned that protecting yourself and your work is key in this industry.

On the marketing side, I constantly work on positioning my brand from pitching to new brands, improving my media kit, staying consistent with my aesthetic, and using insights to guide what I post. I study what works, test new ideas, and always make sure my content is aligned with my goals.

Categories
Innovation

Top 7 Content Writing Skills AI Won’t Replace in 2026

Ifeoluwa Adebayo

If AI can already write blog posts, newsletters, and LinkedIn captions, what’s left for human writers? Turns out, quite a lot.

While AI is excellent at structure, speed, and scale, it still falters where real influence happens, emotional intelligence, original thinking, and stories with actual stakes.

It can’t feel tension in a room. It can’t spot the quiet insight hiding in a client call. And it definitely can’t decide when to bend a sentence for dramatic effect or when to break one altogether.

Even while the World Economic Forum has projected that approximately 75% of companies  globally may adopt AI usage by 2027 and Deloitte adds that half of those already using generative AI will start piloting ‘agentic AI’ systems; being unmistakably human is your only edge.

This article breaks down seven of those irreplaceable skills and how to sharpen each one.

The top 7

1.Emotional Intelligence: The ability to understand what your reader is feeling and what they need to hear next. It’s how you navigate sensitive topics, write with empathy, and show up human in a noisy feed.

2.Critical Content Evaluation: Knowing if something is actually good, not just grammatically correct. This includes structure, tone, relevance, clarity, and originality. AI can output; only you can assess.

3.Ethical Reasoning and Judgment: In an age of misinformation and clickbait, writers who can walk the line between persuasive and responsible will always win. AI lacks ethics. You don’t.

4.Human Insight Generation: This is what separates content from commentary. The ability to pull insight from lived experience and connect the dots in a way only a human can.

5.Ambiguity and Nuance Handling: Real problems are messy. Human writers can sit with contradiction and communicate complexity without oversimplifying. AI still prefers binary answers.

6.Storytelling with Stakes: Stories need tension, risk, emotion, and payoff. These elements come from human memory, not machine logic. AI can mimic format — not feeling.

7.Adaptability: From carousels to cold emails, short-form to long-form, great writers flex across formats without losing their voice. AI is still rigid, especially when asked to pivot between tone or channels.

Ifeoluwa Adebayo search engine optimisation content writer and journalist. The views expressed here are her own.

Categories
Leadership

Goagoseb Urges Stronger Stakeholder Communication for National Progress

Despite Namibia’s recent strides in green hydrogen, the nascent sector remains widely misunderstood.

According to Ricardo Goagoseb, Hyphen Hydrogen Energy’s Communications and Stakeholder Relations Lead, the project requires clear, long-term communication and policy engagement.

Goagoseb emphasised the need to engage local governance structures and community voices in national projects.

“It is important to use the established structures. Go to the people, through the structures, because when you work through structures, you empower not just the authorities, but the leadership that the people choose,” he stated.

He stressed the long-term vision of the project, especially for Namibia’s youth, who make up over 70% of the population.

“This is not for us. This is for our children and their children. If we get the communications and policy engagement wrong now, they will pay the price later.”

Addressing the issue of equity and inclusion, Goagoseb pointed to a communication gap after only one out of 107 green hydrogen scholarships went to a student from southern Namibia.

“That signaled a disconnect,” he said, which led to the decision to appoint Community Relations Managers in the southern regions.

He noted that although Hyphen has funded about 300 Namibians for master’s and PhD studies in fields like chemical engineering and green energy, this has not been clearly communicated.

Many are unaware that the scholarship program is in its third round, underscoring the responsibility of leaders to share this information effectively.

Hyphen signed a $10 billion feasibility and implementation agreement with the Namibian government in May 2023 for the project in the Tsau Khaeb National Park. The project aims to create 15,000 construction jobs and 3,000 operational jobs, with about 90% of jobs going to Namibians, while transforming the country into a global renewable energy leader.

Goagoseb clarified that no taxpayer money was used for the government’s 24% equity stake in the project, as it was financed through international grants.

“The only place where public funds have been used, for example, is the establishment of the green energy program, where governance structures must be there and those structures cannot be paid for by private capital. That’s a story we must tell to avoid misinformation,” he explained.

As the government continues its nationwide stakeholder engagements, Goagoseb urged communicators to bridge the gap between policy and the public.

“Speak the languages people understand. Use the platforms they trust. Translate, localise, and humanise the message. Only then will the green hydrogen dream truly belong to the people,” he said.

 

Categories
Uncategorized

The Evolving Role of PR and the Growing Importance of Content

Lis Anderson

When I started in public relations, it was all about bylines, deadlines, headlines and a select number of broadcast channels, with events and activations part of the PR mix for good measure.

Fast forward 20-plus years, and the industry has undergone significant changes driven by advancements in tech, shifts in media consumption, and the evolving expectations of audiences that make it easier for brands to communicate with them directly.

But lately, things feel different.

The Currency Of PR Today

We’re seeing drops in circulation figures year- on-year. Old-school patch reporting is getting more difficult, as outlets seemingly have ever-increasing patch areas to cover with dwindling staff numbers.

There’s an increasing erosion of trust in once- fabled news institutions, while publishing companies and titles seek to revive lost revenue in the form of gated news and content.

Then there’s the battle for clicks. So much is driven now by what the search engine shows you in the first few seconds. If you’re not above the fold, do you even exist? The currency of PR has shifted massively.

We’re seeing a huge increase in more digital- first briefs. As businesses are looking to improve their online trust signals, they are approaching agencies to increase their digital footprint, implement SEO strategies and build out backlink presence.

Content is big, and it’s only getting bigger. I would say content has now become the primary vehicle for brands looking to build reputations and engage with audiences.

The Power Of Storytelling In The Digital Age

PR leaders have always been storytellers, and the most successful stories are the ones that tell real, authentic stories. Consider the example of the Lego Foundation donating Lego versions of MRI scanners to hospitals across the world.

Stories like this cut through because they go beyond promoting products or services to engage audiences more and build lasting relationships. There is no silver bullet, but to give your brand the best chance, consider engagement before impressions and reach. 

Create purpose-led content that isn’t pushy, and work to develop messaging that puts honesty and purpose at the forefront.

Navigating The Multichannel Maze

One of the challenges— and opportunities—is the multichannel maze. We can no longer rely on one channel or strategy. We must now focus on multiple platforms that each play a part in the overall story.

You wouldn’t put the same content on LinkedIn as you would on TikTok, but there’s value to be found in both. This demands a deeper understanding of audience behavior and content trends, and it requires PR leaders to be more agile and creative in their approach.

Take the time to learn what content works for you.

The Ethics Of Content-Driven PR

PR leaders also need to consider ethics as we become increasingly more content-centric. With the power to reach and influence audiences more directly than ever before, we also have a greater responsibility to be transparent, accurate and authentic in communications.

People become affixed to brands and businesses they care deeply about and that align with their ethos. When those businesses veer off course, the impact isn’t just reputational—it also hits the bottom line.

The future of PR isn’t just about creating and distributing content for the sake of creating content. It’s about creating content that means something, and if that means prioritising long-term goals over short-term wins, so be it.

The Challenges We Face

More content production will inevitably lead to greater content saturation as consumers become increasingly more curatorial in their content, which will only lead to a more competitive landscape.

As leaders, we need to react accordingly to ensure messaging and corporate positioning are in line with these kinds of societal shifts. 

Understanding your audience is critical. If you don’t know what makes them tick, you can never truly engage.

Give your teams the time to research and react to trends. Fundamentally, never try to obfuscate, and always align content with purpose.

Lis Anderson is founder and director at PR consultancy AMBITIOUS.

Categories
Thought Leadership

The Age of Radical Clarity

We live in a time when attention is thin and scepticism is thick. People do not want more messages; they want meaning they can trust.

Radical clarity is the answer. It is not dumbing down. It is choosing words that meet people where they are and move them somewhere better.

Clarity begins with intent. If you cannot say why this message matters in one sentence, you are not ready to send it. 

Cut the jargon, cut the small print, and say what is true and useful. Honesty is faster than trying to spin a story. When something goes wrong, acknowledge it, explain what is being done and when people can expect progress. The moment you respect your audience, they respect you back.

Clarity also means consistency. If internal messages say one thing and external campaigns say another, trust disappears.

Align the story from the inside out. Employees are your first audience and your most persuasive ambassadors. Give them context, not just slogans, and they will carry the message with authenticity.

Format matters. Long paragraphs that hide the point will be skipped. Use strong openings, clean structure and human examples. Think in moments, not memos. A short video from a leader can sometimes do more than a five-page update. Timing is a form of clarity too. Share early, then keep people updated at a steady rhythm. Silence breeds theories. A simple “here is what we know now” keeps anxiety down and goodwill up.

Radical clarity is courageous. It refuses to hide behind passive voice and safe phrases. It names the risk and still offers hope. It chooses tone carefully: warm, direct, free of corporate stiffness. People can feel when a message has a human behind it.

That is what turns communication into connection. When you practise clarity, you save time. Fewer follow-up questions, fewer missteps, fewer reputational repairs. In a noisy world, the clearest voice wins. Not because it shouts, but because it tells the truth, simply and well.

Hileni Amadhila is the senior public relations, stakeholder and communications consultant at Old Mutual Namibia.

Categories
Uncategorized

MTC Branding and Marketing Indaba excellence awards – the Judges

The second MTC Branding and Marketing Indaba will take place from 8–10 April under the theme ‘Marketing from the Heart’.

Last year’s inaugural event brought together over 300 delegates and 30 exhibitors, while the 2026 edition is expected to attract industry experts to discuss branding, marketing, communications, and advertising trends.

It will feature 18 excellence award categories to honor outstanding industry innovation. Six judges have been selected for the award ceremony slated for 10 April.

Speaking on the judges, MTC’s Chief Brand, Marketing, Communications & Sustainability Officer Tim Ekandjo underscored the appointment of an independent panel of judges as key to maintaining credibility and fairness to the adjudicating process.

“The judges will thus draw on their extensive professional experience and industry knowledge to rigorously and with transparency evaluate submissions based on the quality of work presented, supporting evidence, strategic intent, execution, and measurable impact,” he said.

The judges are:

  1. Talitha Jario – PR Consultant, Mentor & Speaker – a Communications professional with over 15 years of experience in PR, marketing, and strategic communications, and vast skills in brand management, crisis response, and content strategy.
  2. Ashton Dube – Strategic Communications Consultant – a Marketing professional with expertise in digital marketing, brand development, marketing strategies, and delivering innovative brand executions that drive growth and engage audiences.
  3. .Josy Nghipandua – An award-winning public speaker and Founder of QoS Media House, a dynamic hub for events, brand mastery, and transformative communication skills. She is celebrated as one of Namibia’s most versatile and sought- after Masters of Ceremonies.
  4. Roux-ché Locke – Communications Specialist and Media Personality – a seasoned corporate communications specialist and media personality with over 20 years’ experience at the executive level within corporate relations, brand public relations, crisis management, and media strategy. She has played a pivotal role in shaping corporate narratives and aligning communication strategies with business objectives.
  5. Natasja Beyleveld – is the Managing Director and owner of Namibia Media Monitoring (NaMedia). She has 18 years of expertise in public relations and media monitoring under her belt.
  6. Femi Kayode – an award-winning novelist and the Executive Director of Stratosphere Advisors. With over 20 years in advertising, his work spans a broad range of local and international brands.