It is managed by a professional team of managers and reports directly to the Board of Directors which is appointed by the shareholder, namely:
T. R. T. Nhleko (Mr) – Chairman – General Manager of Swaziland Building Society
S. M. Magagula (Mrs) – Chief Executive Officer Swazi Observer
J. N. Gule (Mr) – Director – General Manager Administration Tibiyo
V. T. Mabuza (Mrs) – Director – Former Assistant Manager Public Affairs Tibiyo
M. Langwenya (Mrs) – Director – Law Lecturer UNISWA
Prince Mandla (Mr) – Director
D. Dlamini (Mr) – Director

Mission Statement
– The Swazi Observer will be published as a National daily newspaper, six days a week, for distribution within the Kingdom of Swaziland.
-It aims to be the definitive news media, providing quality service by capturing the dynamics of Swaziland, reflecting the reality of Swaziland and seeking circulation and advertising growth while upholding the social and cultural values of the Swazi Nation.
To inform and educate the public on matters of their social being.
-To ensure that all published material and stories are factually correct, legally right and morally correct (moral correctness should always be weighed against the benefits to be derived by the public thereto).
-This also entails the assessment of the broad implications thereto.

Vision Statement
To become the leading Swazi Media in the dissemination of quality news and information in the new millenium.

Values
-We believe in balanced reporting.
-We believe in customer care and value for money to all our advertising clients
-We believe that quality and efficiency are key to customer satisfaction
-Staff training and development is our top priority
-We believe in giving our readers value for their money at all times
-We believe in performance related rewards for our employees
-We strive to use the latest newsroom and printing technology
-We believe in accountability, growth and fair profitability
-Team work is the key to our success
-We value and respect the rights of each employee
-We encourage open and constructive communication at all levels

Readers
-The newspaper is distributed throughout the entire 4 regions of the country in both rural and urban areas
-The market share of the readership is approximately 50% of the Print Media Market
-It is published six times a week; Monday to Saturday
-It is read by all age groups from the youngest school going child to the elderly

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