By HRH Princess Eugene Majuru, Princess of Harare
United Kingdom ( News of The South) – A growing concern is emerging within Zimbabwean media circles in the UK as event organisers continue to fall short in properly accrediting media professionals for major Zimbabwean cultural and entertainment events.
While many media houses make arrangements well in advance—including submitting the number of personnel, equipment details, and outlining coverage plans (such as photography, video footage, backstage interviews, and live reporting)—promoters are increasingly failing to fulfil their obligations.
In most cases, access beyond general admission is crucial for the media to carry out their work effectively. Backstage access, for instance, is essential for pre- and post-performance interviews, especially when no pre-event press conference has been held. Such interactions not only add depth to event coverage but also help promote the artists and events to wider audiences.
Unprofessional Practices Undermine Coverage
One troubling trend that continues to emerge is the practice by some event organisers of promising full media accreditation—only to downgrade it to general or VIP admission at the venue. In many instances, media professionals arrive only to be told that either media passes are “finished” or that VIP access is “sufficient,” denying them access to artists or backstage areas.
“What’s strange is that media wristbands run out even when there are no other media personnel around,” said one UK-based Zimbabwean journalist. “It’s frustrating because we end up missing key moments and interviews, which are crucial for both the audience and the artists.”
Lack of Respect and Understanding
There appears to be a broader issue of misunderstanding or underestimating the media’s role among some Zimbabwean promoters in the UK. Instead of seeing the media as partners in promoting events and elevating artists’ profiles, some organisers view them through a lens of suspicion—concerned more with potential negative publicity than recognising the immense value of professional event coverage. I previously worked in the media in Zimbabwe and event organisers are very advanced in terms in media accreditation and working with media, they provide media kits with everything and all information provided, should there be any changes media are informed in good time rather than being taken by rude surprises.
This mindset not only hampers the visibility of artists—many of whom return to Zimbabwe without a single interview or quality image from their UK tour—but also limits fans’ access to behind-the-scenes insights and human interest stories that enrich the event experience.
Information Blackouts
Another recurring issue is the failure by organisers to provide vital event information in advance. Details such as performance schedules, arrival times, and backstage arrangements are often withheld or shared last-minute, making it difficult for media houses to plan, especially when multiple events are happening simultaneously within the community.
Calls for Professionalism and Education
Industry observers believe that part of the problem lies in a lack of awareness and professionalism among some promoters. However, even when media professionals offer guidance or request structured collaboration, their efforts are often ignored.
“There’s a serious need for training and workshops on media relations within the Zimbabwean UK events space,” said a veteran media practitioner. “The media is not the enemy. We are here to support the culture, document history, and elevate the talents and experiences of Zimbabwean artists abroad.”
Moving Forward
If Zimbabwean UK promoters are serious about growing their events and supporting the diaspora arts scene, a shift in mindset is urgently needed. Respecting the media’s role, honouring accreditation promises, and fostering collaborative relationships will benefit everyone—promoters, artists, media houses, and, most importantly, the audiences.
Until then, many media professionals will continue to navigate a space where their presence is welcomed in theory, but obstructed in practice.
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