Zimbabwean communication agencies

Abstract

Researchers from various countries have studied the practices of communication industriesworldwide. Despite this nexus of study, relatively little research has been done on the practiceof communication in Zimbabwe. In order to contribute to the understanding of the state of thecommunication industry on the African continent, this study reports on the results of a surveyof 50 Zimbabwean communication agencies. This article is different from other studies on thecommunication industry because it focuses at an institutional level across the agencies, ratherthan at the level of individual practitioners. The findings focus on four main topics, namelypractitioner profile, agency profile, prevailing professional practices and practitioners’ views onfuture industry trends. The research indicates that the Zimbabwean communication industry isvibrant despite the economic and political challenges facing the country. Owing to economicchallenges and stiff competition, most agencies are multipurpose in nature and provide a widevariety of communication and creative services to their clients. The agencies provide servicessuch as advertising, graphic design, branding, website development, event management, videoproduction, online marketing, media relations, mobile app development, and even animation.There is a growing trend to use digital platforms of communication, yet radio and print (magazinesand newspapers) remain essential communication channels. Among social media platforms,Twitter, Facebook and YouTube are the most used by practitioners in Zimbabwe, while onlineaudio-podcasts, blogging sites, crowdsourcing and Linked-in are less popular. Practical issues areaddressed regarding information about how agencies have adapted (or can adapt) to the new waysof strategic practice with clients in order to keep up with the changing Zimbabwean market. Thisresearch also provides valuable insights into the communication industry as a whole. It explorespossible opportunities and threats for communication practitioners presented by economic andpolitical environment issues and suggests directions for further research in this area.