Abstract
Researchers from various countries have studied the practice of communication
industries worldwide. Despite this nexus of study, relatively little research has been done
on the practice of communication in Zimbabwe. In order to contribute to the understanding
of the state of the communication industry on the African continent, this study reports on
the results of a survey of 50 Zimbabwean communication agencies. This article is different
from other studies on the communication industry because it focuses at an institutional
level across the agencies, rather than at the level of individual practitioners. The findings
focus on four main topics, namely practitioner profile, agency profile, prevailing
professional practices and practitioners’ views on future industry trends. The research
indicates that the Zimbabwean communication industry is vibrant despite the economic
and political challenges facing the country. Owing to economic challenges and stiff
competition, most agencies are multipurpose in nature and provide a wide variety of
communication and creative services to their clients. The agencies provide services such
as advertising, graphic design, branding, website development, event management,
video production, 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 (magazines and newspapers) remain essential communication channels.
Among social media platforms, Twitter, Facebook and YouTube are the most used by
practitioners in Zimbabwe, while online audio-podcasts, blogging sites, crowdsourcing
and Linked-in are less popular. Practical issues are addressed regarding information
about how agencies have adapted (or can adapt) to the new ways of strategic practice
with clients in order to keep up with the changing Zimbabwean market. This research also
provides valuable insights into the communication industry as a whole. It explores
possible opportunities and threats for communication practitioners presented by
economic and political environment issues and suggests directions for further research
in this area.