Beyond the glitz
The new era of corporate communication in Namibia
If you asked a university student in Windhoek a few years ago what they expected from a career in Public Relations (PR), they might have described a life of launch parties, networking over bubbly at the Hilton, and perhaps a bit of influencer management. I can assure you that is not what I encountered. What I encountered is far better.For those of us who entered the sector less than five years ago, the reality has been a sharp yet exhilarating wake-up call. While the glamorous side of the industry exists, it represents perhaps 5% of the job. The other 95% is where the real impact is made: in the strategy rooms, the late-night crisis simulations, and the meticulous management of stakeholder expectations.
The reality check: More strategy, less champagne
When I entered the Namibian PR landscape, we were still reeling from the COVID-19 pandemic. I was lucky enough to find an internship, which turned into a full-time job and, dare I say, a career.
The day-to-day work is rarely about "looking good." It is about being accurate:
Media monitoring: Sifting through digital and print media to catch client stories and sentiment shifts before they escalate into crises.
Administrative rigour: Drafting technical briefs that translate complex IT, oil and gas, or green hydrogen subject matter into something a layperson can understand.
The energy catalyst: Oil, gas and green hydrogen
What makes this moment in Namibian history unique for communicators is the rapid growth of the energy sector. With the Orange Basin oil discoveries and the Green Hydrogen projects in the //Kharas and Erongo regions reaching critical milestones in 2026, the stakes have never been higher. Existing sectors such as finance, mining, and tourism also require corporate communications support.
For young practitioners, these industries have turned PR from a "support function" into a strategic powerhouse. We aren't just writing press releases; we are engaging in high-level stakeholder interactions, bridging the gap between rural communities and multi-billion-dollar project developers. We help communities understand how their lives will be affected and how they can benefit.
Managing global scrutiny: Positioning Namibia as a transparent, investment-ready frontier for international energy giants. This involves understanding barrels, oil exploration, ESIAs, and FIDs to communicate effectively with stakeholders.
Combating misinformation: Providing clear, data-driven facts to counter scepticism around resource management and environmental impact.
In 2026, the Namibian public is more tech-savvy and harder to impress. The "spray and pray" approach of sending generic press releases is no longer effective. Today, we use data-driven storytelling, analysing real-time sentiment to gauge community responses. We use 5G-enabled tools to host virtual town halls for stakeholders unable to travel to the capital. We are no longer just spokespeople; we are the bridge between the boardroom and the communities.
PR in Namibia is evolving from media relations to strategic leadership. We are now business advisors specialising in communication. Get the communications wrong, and the project may falter.
Despite the long hours and lack of daily red carpets, there has never been a more exciting time to be in this sector. We are the ones telling the story of Namibia’s economic transformation and ensuring the public stays informed. It also means I have extensive knowledge on subjects unfamiliar to my peers, who are often intrigued by the projects I work on.
For the "new guard" of Namibian PR, the glamour isn't in the party - it’s in the power of well-timed, transparent communication that builds lasting trust between a nation and its future.
*Julie Hauwanga is the Account Manager: Public Relations and Communications Lead at Core PR and Communications.
