A recent media engagement convened by the State House Investors Protection Unit has shed light on significant challenges plaguing government communication efforts, revealing persistent obstacles in ensuring transparent and effective communication with the public.
During the gathering, various loopholes were identified, underscoring why government communication remains inconsistent and often ineffective in reaching the populace. While some government communicators are highly active, others appear redundant despite holding crucial roles in disseminating information about their departments’ activities—a critical aspect of ensuring public accountability.
Colonel Edith Nakalema, head of the State House Investors Protection Unit, emphasized the need for media professionals to focus on bolstering investor confidence and promoting Uganda’s economic stability and growth prospects. She stressed that accurate and timely dissemination of information about government priorities is essential for potential investors to identify viable opportunities and enhance overall investor confidence. “Effective communication is key in showcasing the economic potential of our nation,” she affirmed.
The meeting, attended by senior journalists alongside permanent secretaries and technical personnel from various government institutions, highlighted President Yoweri Museveni’s directive to allocate 8% of ministry budgets to communication departments. This allocation aims to support sensitization campaigns, media engagements, performance evaluations, and advertising efforts aimed at showcasing government achievements to Ugandans.
Dr. Aminah Zawedde, Permanent Secretary at the Ministry of ICT and National Guidance, echoed the importance of transparency and accountability in fostering trust among investors and the public alike. However, the discussions also revealed several challenges, including budgetary constraints, resource diversion, and inadequate skills among communicators to effectively engage with the media and the public.
Brigadier Kulayigye, UPDF Spokesperson, underscored the pivotal role of communication as a potent tool, lamenting insufficient government investment in this critical area. He urged journalists to consider the broader impacts of their reporting on Uganda’s international image and national development.
Despite these insights, challenges persist across various government departments, ranging from bureaucratic hurdles to deliberate failures in public accountability. Departments like State House, Ministry of ICT and National Guidance, and others listed faced differing levels of scrutiny, with calls for improved communication strategies and greater transparency resonating throughout the engagement.
