Day: November 4, 2025

Strategic Endorsement: Sahrawi Elders Back UN Resolution and Moroccan Sovereignty

By Musa Sunusi Ahmad

In the ever-evolving landscape of geopolitical communications, few moments capture the power of

strategic alignment like the recent declaration by Sahrawi tribal elders in Laayoune. Their public

endorsement of United Nations Security Council Resolution 2797, described as “a historic victory”, not

only reinforces Morocco’s sovereignty over its southern provinces but also exemplifies how traditional

leadership can be mobilized to amplify national narratives.

Issued by the Council of traditional sheikhs responsible for identity verification in the Laayoune-Sakia El

Hamra region, the statement praised King Mohammed VI’s “wise and resolute” leadership and framed

the UN resolution as “a turning point” in the Sahara dispute. But beneath the surface of diplomacy lies a

sophisticated communications strategy, one that leverages cultural credibility, visual symbolism, and

stakeholder engagement to project unity and legitimacy.

Messaging That Resonates: A Strategic Communications Breakdown

The language used by the Sahrawi elders was deliberate and aligned with Morocco’s diplomatic tone. By

echoing phrases like “historic victory” and “outstretched-hand policy,” the elders reinforced a message

of peaceful cooperation and regional stability. This wasn’t mere rhetoric, it was a calculated move

designed to resonate with both domestic and international audiences.

For PR professionals, this moment offers a textbook example of narrative synchronization. The

Moroccan state’s messaging was mirrored by respected tribal voices, creating a multi-layered

communications echo that strengthens the legitimacy of the Autonomy Initiative. It’s a reminder that

effective messaging isn’t just about what is said, it’s about who says it, how it’s framed, and where it’s

delivered.

Stakeholder Engagement: Mobilizing Cultural Authority

The Council of sheikhs represents more than tradition, it embodies trust, continuity, and community

leadership. Their endorsement wasn’t spontaneous; it was the result of strategic engagement. By

involving tribal elders in the diplomatic conversation, Morocco demonstrated a deep understanding of

stakeholder amplification, the practice of empowering credible voices to reinforce key messages.

This approach is especially powerful in regions where identity and heritage shape public perception.

Involving traditional leaders not only strengthens internal cohesion but also projects a unified front to

the global community. It’s a model of engagement that PR professionals can learn from: build alliances

with culturally rooted stakeholders to enhance message authenticity and reach.

 

The Power of Visual Diplomacy

 

Images matter. The visual of Sahrawi elders seated around a formal conference table, issuing a unified

statement, sends a powerful cue: stability, consensus, and continuity. In high-stakes diplomacy, the

messenger often carries as much weight as the message.

This moment underscores the importance of visual storytelling in strategic communications. The setting,

attire, and composition of the elders’ gathering conveyed legitimacy and seriousness. It’s a reminder

that in the digital age, every image is a narrative opportunity, and every public gesture is a chance to

reinforce strategic messaging.

Cultural Diplomacy in Practice

Morocco’s “outstretched-hand” policy is more than a diplomatic slogan, it’s a communications

framework. By positioning the UN resolution as a gateway to cooperation and good neighborliness, the

Sahrawi elders helped translate policy into public sentiment. Their declaration bridges the gap between

international diplomacy and local affirmation, showing how cultural diplomacy can be used to build

consensus and foster regional stability.

This is a model worth studying. In a world where geopolitical tensions often hinge on identity and

history, Morocco’s use of traditional leadership as a communications asset offers a blueprint for other

nations navigating complex sovereignty disputes.

The Sahrawi elders’ endorsement of Resolution 2797 is more than a political statement, it’s a strategic

communications triumph. It demonstrates how traditional voices, when engaged thoughtfully, can

amplify national narratives and reinforce diplomatic messaging.

For PR and communications professionals, the key lessons are clear:

– Leverage cultural credibility to enhance message authenticity

– Align messaging across levels, from grassroots to global

– Use symbolism and visual cues to reinforce legitimacy

– Engage traditional stakeholders to build trust and consensus

As Morocco continues to navigate the complexities of regional diplomacy, this moment stands as a

powerful example of how communications strategy can shape perception, build alliances, and influence

outcomes.

Crisis of Credibility: Zimbabwe’s Political Unraveling and the Battle for Narrative Control

By Musa Sunusi Ahmad:

Zimbabwe is once again making headlines, and not the kind any communications professional wants. In the first half of 2025, the southern African nation descended into a swirl of political infighting, public distrust, and messaging chaos. The ruling Zimbabwe African National Union-Patriotic Front (ZANU-PF), long the dominant force in national politics, is now fighting on multiple fronts: internally over succession, externally for legitimacy, and publicly for narrative control.

For communicators, it’s a sobering case study in what happens when reputation, power, and messaging collide.

A Familiar Crisis with a New Script

President Emmerson Mnangagwa came to power in 2017 promising a “new dawn.” Eight years later, that promise is dimmed by economic stagnation, civil unrest, and accusations that he plans to overstay his constitutional term.

In March 2025, reports surfaced of plans to amend the constitution — a move critics called a “soft coup.” Protests were planned. The government responded with a heavy security presence, and streets across Harare and Bulawayo fell silent as citizens chose a stay-away instead of a showdown.

It wasn’t just political theatre. It was a communications breakdown, a demonstration of how silence itself can become a form of protest.

When Internal Fissures Go Public

ZANU-PF’s annual conference in Mutare revealed deep divisions. Party insiders leaked information to journalists about leadership struggles, while state media painted a picture of unity and “economic transformation.”

For communicators, it was a masterclass in mixed messaging. When internal communications disintegrate, external credibility collapses too. Each faction, from the war veterans to the youth league, seemed to have its own narrative, leaving the public wondering who, if anyone, speaks for the government.

“Once the cracks inside your organization become the story,” says Harare-based PR consultant Nyasha Moyo, “you’ve already lost control of your brand.”

The Narrative War

In today’s Zimbabwe, control of the story is as contested as control of the state.

State broadcasters continue to push the official line, stability, reform, growth, but social media tells a different story: one of fear, fatigue, and disillusionment. Independent journalists and diaspora bloggers are shaping the global perception of the crisis far faster than government press briefings can keep up.

The result? Competing narratives that erode trust across all sides. Citizens don’t believe the government. The government doesn’t trust the press. And international audiences struggle to separate fact from spin.

The PR Lessons Hidden in the Chaos

The Zimbabwean crisis isn’t just a political drama, it’s a communications cautionary tale.

1. Authenticity can’t be staged.

When promises of reform meet persistent hardship, no slogan or press release can mask the disconnect. Public trust is a currency that, once spent, is almost impossible to recover.

2. Silence communicates too.

The March “stay-away” showed that citizens are no longer shouting to be heard, they’re choosing silence as resistance. In PR terms, disengagement is the loudest possible feedback.

3. Internal alignment is non-negotiable.

When ZANU-PF officials publicly contradict one another, the effect mirrors what happens in a corporation facing scandal: confusion breeds cynicism. A fragmented message implies a fragmented mission.

4. Control the frame, not the facts.

Good communications strategy doesn’t deny reality, it contextualizes it. But in Harare, officials often frame dissent as “sabotage,” rather than engagement. That might secure loyalty in the short term, but it fuels alienation in the long run.

5. Crisis planning is a survival tool.

Political and corporate communicators alike should take note: waiting for the next crisis before preparing a message is a guarantee of failure. Zimbabwe’s crisis shows the danger of reactive rather than strategic communication.

The Bigger Picture: Beyond Politics

The implications stretch far beyond Zimbabwe’s borders. For regional organizations like SADC and the African Union, and for foreign investors, credibility hinges not just on policy but on perception.

In an era where tweets travel faster than press statements, governments and corporations share the same vulnerability: reputation risk. The lesson from Harare’s turmoil is clear, lose control of your message, and you lose control of your mandate.

As Zimbabwe approaches the 2028 election cycle, the story isn’t just about who holds power, but who holds trust. In politics, as in public relations, perception is everything, and rebuilding it takes more than words.

Until the gap between official narratives and citizens’ realities narrows, every policy announcement will read like a press release no one believes.

For communicators, Zimbabwe’s unfolding drama is more than a political saga, it’s a reminder that in the court of public opinion, credibility remains the only true currency.