Yesterday, the National Olympic Committee of Zambia (NOCZ) successfully hosted the National Federation Media Engagement Forum. The forum aimed to empower national sports federations by providing valuable insights and strategies for effective media relations and utilization of social media platforms. The primary objective of the forum was to equip federation representatives with the knowledge and tools necessary to leverage media and social media channels for the growth and promotion of their respective sports. The forum consisted of six sessions that covered various aspects of media engagement. The day began with a session on media relations strategies for sports federations, delivered by NOCZ Board Member Dickson Jere. This was followed by a session on social media best practices, conducted by NOCZ Communications Officer Felix Munyika. To conclude the morning session, Manoela Penna and Alexandre Branco from the Association of National Olympic Committees (ANOC) presented a session on social media branding and storytelling virtually. In the afternoon, the session kicked off with a thought-provoking presentation titled "A Country Without Heroes" by Macpherson Mutale, the Manager of the University of Zambia (UNZA) Radio Station. Mutale then led another session on conducting interviews, where he shared valuable tips and insights. The final session of the day was a panel discussion on collaboration opportunities between federations and media outlets. This engaging session featured esteemed panelists, including Elias Chipepo, Sports Editor from the Times of Zambia; Robison Kunda, Senior Journalist from the Zambia Daily Mail; Morden Sinkala from the Zambia National Broadcasting Corporation (ZNBC); Cecilia Nayame, a seasoned journalist, and Idy Uyoe, Partner at Idy Sports & Entertainment based in Atlanta, Georgia, USA. The National Federation Media Engagement Forum proved to be a captivating and enriching experience for all attendees.