The Ugandan Government communication approaches need refining for more effectiveness in a fast paced world. This is necessary to ensure that the actions and priorities of the government are communicated effectively, aiming to positively impact the citizenry’s quality of life, propagate an informed populace and protect the image and integrity of Government.
Reaching out to effectively inform the various audiences about the government’s endeavors is crucial, aware that it is the right of citizens to know what’s going on at all times. Government has established a system of service delivery in line with its objectives in the various Manifestos, National Development Plans and other state objectives and missions, but without the public knowing about and understanding these plans and objectives, effective mobilization for their involvement is limited and this hampers achievement of faster transformation goals.
As a media professional, I see areas of improvement in the performance of the Government communication machinery, more so in the local governments. Government has interest in functional transparency and accountability at all times by providing citizens with adequate information on priorities, programs, and activities, cementing its legitimacy and, therefore, stabilising the political situation in a country. In short, Government needs a strong and reassuring voice as it operates.
Failure to speak to and with the people is failure to deliver on our mandate. Research has established that when the work of governments is shrouded in a veil, they are vulnerable to disruptive forces and may not be able to effectively carry out their mandates. It is, therefore, in the interest of government to communicate effectively about the work done on behalf of citizens. Maintaining effective communication with citizens enables taking stock of their needs and preferences, and fosters multi-stakeholder participation and informed policy deliberation.
In the modern technology era, government communications must modernise and diversify to match the pace of technological advancement. With these modern tools at their disposal, there is concern that Government communicators are not up to the task, not just in informing citizens about service delivery and others matters of national importance but even during times of crisis when pressure should drive them to do public relations to allay people’s fears on any particular matter.
The Ministry of Information and Communication (ICT) and National Guidance has done much in speaking for Government (at the center) as well as Uganda Media Centre which hosts Government officials to brief the nation on programmes and events. However, the absorption of the information provided is hampered by a lack of zeal by other Government officials to amplify the messages.
President Yoweri Museveni is an effective communicator who, besides his other state duties, is proficient at using all media channels-radio, TV, print media, social media and public forums to speak for Government on diverse matters of public interest. In regular times, he advocates for Government programmes and services. In times of crisis, the President is always at hand to calm national tempers and give reassurance to the public, without which reassurance social order could break down.
In the Ministries, Departments and Agencies (MDAs), a lot remains to be desired. Each of these MDAs has communication officers charged with publicising their work. However, if you conducted a survey on how many of these communicators are known, or seen or heard speaking for their institutions, the returns would only prove one thing-that a radical new era of vibrancy is required if Government is to have a face.
There is a crisis of media shyness among senior government officials. When invited to radio and tv talkshows to speak for government, many develop cold feet.
In the districts and cities, each has a communications officer but if one did a survey among the public on how often they are heard or seen, I bet the majority of the respondents would ask if there is such a position as “communications officer” at the district or in the cities. When and how do they work? A lot of activities are implemented on the ground but little or no coverage is accorded to them-such as commissioned projected like roads, hospitals and schools, and windfall events like disbursement of PDM monies to beneficiaries which would make for great development-based news. Not much of this information is publicised. Sadly, even when there is negative publicity or crisis about government, these officials are rarely heard or seen defending the system. For them, it’s business as usual. This gives space to government’s opponents to capitalise on the vacuum to spread false propaganda which is consumed by the public as gospel truth.
Resident District/City Commissioners (RD/CCs), on top of their administrative duties, are deployed as “chief government communicators” and majority of them are doing a good job on account of being the President’s representatives. However, some are averse to speaking out because they are intimidated by stakeholders who threaten them that they will cause their dismissal or transfer. However, to be a Government functionary, one should be firm and confident enough to defend their position and the stand of Government without fear or favour. It’s a matter of being armed with facts and countering false arguments fronted by the other side and keeping the public up to date on what’s going on in their areas of jurisdiction. And for the record, speaking for government isn’t a partisan function, it’s patriotic duty because government works for all and is the engine of the nation.
An analysis conducted by the Ministry of ICT and National Guidance on the effectiveness of government communication revealed that only 12 percent of Ugandans on social media perceive government information positively. According to officials, this negative perception scares away investors and tourists, and has grave political implications.
The image of Government matters a lot in giving the country a face and winning the trust and assurance of the public. As we strive to market Uganda to the world, effective communication and public relations strategies are a prerequisite. Government is investing resources in marketing the country but without communicators who are patriotic and vibrant enough, our collective voice will not be audible enough. The NRM Government liberalised media space, which has benefitted the country in terms of free flow of information, knowledge and ideas, but the Government isn’t getting a fair share of coverage for this. Let’s pull up our socks!
The author is the Deputy Press Secretary to the President of Uganda
Contact: kirundaf2@gmail.com
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