Jonas Mbambo appointed as Presidential spokesperson
Ahead of his commencement as press secretary and Presidential spokesperson on 1 August, Jonas Mbambo offered a candid and layered account to Network Media Hub of how he plans to reshape the Presidency’s approach to communication, one that favours accessibility over formality and aims to restore public trust through transparency, consistency and meaningful engagement.
“My first priority is to meet with editors and key media stakeholders to gauge the current landscape; what’s working, what isn’t, and how we can enhance communication from the Presidency,” Mbambo told Network Media Hub. “I want these discussions to be open and honest. I recognise that I won’t be everyone’s favourite, and that’s perfectly fine. It’s not personal. My goal is not to be liked by all but to serve with integrity and professionalism, ensuring the public receives the information they deserve.”
Law and media
Reflecting on his background, the seasoned media practitioner noted that both law and media have shaped his communication style. “Both law and media, in their own ways, are grounded in interpreting information and communicating it effectively," Mbambo said.
"My legal training has made me attentive to detail and aware of the significance of words, particularly when they originate from a high office. Conversely, my media experience has equipped me to simplify complex concepts and communicate with empathy,” he added.
That dual perspective informs his broader philosophy: that public trust is not inherited, but earned through access, consistency and responsiveness. “Trust is built through access and consistency,” he emphasised. “I aim to establish more structured and predictable engagement platforms, so journalists are not left guessing or chasing shadows. Regular briefings, open communication channels and timely responses to enquiries are essential.”
Crucial lessons
Mbambo also stressed the power of tone and perception in public discourse. “One crucial lesson I’ve learned is that perception matters. The manner in which something is communicated can sometimes overshadow the content itself,” he said. “I’ve also come to appreciate the importance of listening more than speaking and assuming that the audience is more intelligent than we might believe. People can discern when they are being managed versus when they are being informed.”
Listening
As he prepares to take the reins from outgoing press secretary Dr Alfredo Hengari, Mbambo expressed gratitude for the guidance offered during the handover process. “Dr Hengari has been incredibly supportive and generous with his time and insights during this transition, for which I am deeply grateful."
Ultimately, Mbambo said his aim is not to merely amplify messages from State House but to create a communication flow that is reciprocal and relatable. “My approach may feel more grassroots, as I want to ensure that the average Namibian can relate to and understand the messages coming from the Presidency. It’s not only about communication from the Presidency but also about listening to the public and closing that feedback loop,” he noted.
“My first priority is to meet with editors and key media stakeholders to gauge the current landscape; what’s working, what isn’t, and how we can enhance communication from the Presidency,” Mbambo told Network Media Hub. “I want these discussions to be open and honest. I recognise that I won’t be everyone’s favourite, and that’s perfectly fine. It’s not personal. My goal is not to be liked by all but to serve with integrity and professionalism, ensuring the public receives the information they deserve.”
Law and media
Reflecting on his background, the seasoned media practitioner noted that both law and media have shaped his communication style. “Both law and media, in their own ways, are grounded in interpreting information and communicating it effectively," Mbambo said.
"My legal training has made me attentive to detail and aware of the significance of words, particularly when they originate from a high office. Conversely, my media experience has equipped me to simplify complex concepts and communicate with empathy,” he added.
That dual perspective informs his broader philosophy: that public trust is not inherited, but earned through access, consistency and responsiveness. “Trust is built through access and consistency,” he emphasised. “I aim to establish more structured and predictable engagement platforms, so journalists are not left guessing or chasing shadows. Regular briefings, open communication channels and timely responses to enquiries are essential.”
Crucial lessons
Mbambo also stressed the power of tone and perception in public discourse. “One crucial lesson I’ve learned is that perception matters. The manner in which something is communicated can sometimes overshadow the content itself,” he said. “I’ve also come to appreciate the importance of listening more than speaking and assuming that the audience is more intelligent than we might believe. People can discern when they are being managed versus when they are being informed.”
Listening
As he prepares to take the reins from outgoing press secretary Dr Alfredo Hengari, Mbambo expressed gratitude for the guidance offered during the handover process. “Dr Hengari has been incredibly supportive and generous with his time and insights during this transition, for which I am deeply grateful."
Ultimately, Mbambo said his aim is not to merely amplify messages from State House but to create a communication flow that is reciprocal and relatable. “My approach may feel more grassroots, as I want to ensure that the average Namibian can relate to and understand the messages coming from the Presidency. It’s not only about communication from the Presidency but also about listening to the public and closing that feedback loop,” he noted.
