Assessing the Effectiveness of Public Media in Conducting Environmental Sensitization: A Case Study of Public Media

This study examines the effectiveness of public media in environmental sensitization using mixed methods. It evaluates reporting types, effectiveness from readers' perspectives, and media impact on awareness. Findings reveal gaps in diverse coverage and a mixed assessment of public media’s role. Political and institutional influences hinder reporting, with 36% of media personnel citing significant interference. Citizens also identify political influence (20%) and low public interest (10%) as barriers. These challenges undermine Vision 2030’s governance goals and SDG 17’s emphasis on collaboration. The study recommends government-media partnerships and journalist training to enhance environmental reporting, emphasizing structural reforms to protect editorial independence. Strengthening reporting diversity and solutions-oriented content will empower public media to drive sustainability in Zambia.