Bridging communication gaps in Gov’t
By Haji Faruk Kirunda
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
0776980486/0783990861
