Beth Barnes, professor and director of the School of Journalism and Telcommunications at the University of Kentucky’s College of Communication and Information, has been appointed to serve on the Advertising Technical Committee (ATC) of the Zambia Institute of Marketing.
In an effort to address the current state of noncompliance with current advertising practices, the Zambia Institute of Marketing formed the ATC. The role of the ATC is to develop advertising standards that will eventually constitute a self-regulatory framework for the advertising industry in the Republic of Zambia.
The project presents a unique opportunity for Barnes to contribute to the growing interest in media education abroad and the strengthening of journalism worldwide. She is actively involved in media research as well as accreditation for journalism and mass communication. Her experience and expertise in journalism and mass communication education both in the U.S. and abroad will be an invaluable asset to the committee.
Barnes also heads a team from the School of Journalism and Telecommunications that has been working with media training and advocacy groups in Botswana and Zambia through the ZAMCOM partnership since 2008. It was through this connection that she was introduced to the Zambia Institute of Marketing (ZIM). She has written several articles for ZIM’s quarterly magazine, The Zambian Marketer.
Barnes participated in the daylong meeting to review proposed standards wording during a recent visit to Lusaka, the capital of Zambia. She was also asked to speak about the importance of advertising standards at a meeting of advertising industry stakeholders. She is continuing to contribute to ATC discussions via email as the process of standards development moves forward.
“I’ve had the opportunity to observe a tremendous influx of multinational advertisers and advertising agencies into Zambia over the past several years,” Barnes said. “The development of industry-wide standards, and an accompanying call for systematic media audience research, will enable Zambian media to gain a greater share of the new advertising market. I’m honored to have been appointed to the group working on this critical effort for Zambia.”
In addition to her academic career, Barnes has worked in advertising and marketing communication on both the agency and industry sides of the business. At UK, she teaches in the integrated strategic communication program.