SINCE the advent of the second republic in 2017, President Emmerson Mnangagwa has consistently declared that “Zimbabwe is open for business.”
This slogan, though simple, has become one of the defining mantras of the new dispensation because it has been accompanied by substance.
The mantra signalled a deliberate shift in tone, policy and attitude — an invitation to both local and foreign investors that Zimbabwe is ready to re-engage with the global economy.
Indeed, in the years that followed, the country witnessed billions of dollars in foreign direct investment commitments across mining, agriculture, tourism and manufacturing.
Policy reforms, including the easing of business and the promotion of public-private partnerships, have complemented this drive.
However, behind the scenes of any successful investment story lies something often underestimated — public relations (PR).
While policies, incentives and economic reforms are essential, they must be accompanied by effective communication.
Investors, after all, are not just attracted by figures or potential; they are drawn by confidence, trust and perception. This is where PR becomes indispensable in managing investor relations.
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PR serves as the bridge between institutions and their publics — and in the case of investment, the key public is the investor.
Investors are inherently cautious. They prefer stability over chaos, predictability over uncertainty and clear information over speculation.
As the saying goes, “investors are like cowards; they never go where there is confusion”.
In this sense, a country’s PR strategy is as crucial as its economic fundamentals. It is PR that builds, maintains and protects the reputation that attracts and sustains investment.
At the core of effective investor relations is trust. No matter how attractive the investment environment appears on paper, investors will hesitate if they perceive risks. PR helps to manage this perception by crafting and communicating a consistent narrative of stability, transparency, and progress.
In Zimbabwe’s case, the government’s communication machinery, through initiatives like “Zimbabwe is open for business,” has managed to project a renewed national image — one that reassures investors that the country is committed to reforms and economic recovery.
However, PR in investor relations goes beyond slogans. It involves continuous engagement, re-engagement, clear messaging and evidence-based communication.
Investors need more than promises; they require proof that commitments are being met.
Regular updates on policy developments, success stories from existing investors and transparent disclosure of challenges help to build credibility.
You will realise that Zimbabwe’s good PR strategy has managed to turn investors into partners.
Crisis communication is also essential in managing investor relations. In every economy, challenges such as currency fluctuations and inflation may arise.
The difference between panic and patience often lies in how these challenges are communicated.
When governments or companies acknowledge problems openly and communicate mitigation measures clearly, they retain investor confidence. Silence or denial, on the other hand, breeds mistrust. A well-managed communication process during such challenges helps to preserve reputation and prevent capital flight.
PR also plays a role in storytelling — shaping the narrative of a nation or institution. Investors want to be associated with success and progress. Highlighting positive stories about industrial expansion, infrastructure development or innovation paints a compelling picture of opportunity.
In the same vein, showcasing partnerships with reputable international firms, or the success of homegrown entrepreneurs among them Nigel Chanakira, Strive Masiyiwa, Shingi Mutasa, Kenny Sharpe, has managed to reassure potential investors that Zimbabwe is, indeed, a viable destination for business. In this context, PR is not about propaganda, but about strategic storytelling grounded in truth and transparency.
In addition, modern PR leverages on digital communication to manage investor relations. In an era of instant information, perceptions can shift within hours. Social media platforms, online business forums, and digital Press releases now play a vital role in shaping investor confidence.
Governments must, therefore, maintain active, credible and responsive communication channels. A post from a credible authority or a digital investor update can go a long way in clarifying misinformation and keeping stakeholders informed.
Beyond government, the private sector also has a responsibility to practise sound PR in investor relations. Corporate transparency, ethical conduct and consistent reporting all contribute to building investor trust.
When companies communicate their financial performance, environmental responsibility and social impact honestly, they strengthen their reputational capital. In turn, this attracts not only investors but also consumers and partners.
More importantly, PR also focuses on relationship building where sustained dialogue with investors rather than one-off engagements are created.
Regular investor briefings, stakeholder meetings and media visibility build familiarity and confidence. When investors feel valued and informed, they are more likely to expand their portfolios and advocate for more investment.
Gentle reader, PR is not just an accessory to economic reform; it is a critical pillar of it. Managing investor relations through strategic communication ensures perceptions align with reality.
As Zimbabwe continues its re-engagement and reform journey, strengthening its PR machinery is more than critical in maintaining and sustaining investor confidence and growth.
