Empowering Government Communicators to Engage Citizens Better

All District Communication Officers from across the country convened at the Imperial Royale Hotel for a pivotal capacity-building session organised by the Ministry of Local Government, in collaboration with the Ministry of ICT and National Guidance. The meeting focused on strengthening communication as a driver of Uganda’s socio-economic transformation.

The Permanent Secretary of the Ministry of ICT and National Guidance, Dr Aminah Zawedde, called on District Communication Officers to embrace digital platforms such as TikTok, WhatsApp, Instagram, X, and YouTube to better engage Uganda’s youthful, tech-savvy population. “Our communication must meet people where they are online,” Dr Zawedde emphasised. “We must make government information engaging, factual, and relatable to the citizens we serve.”

She underscored the importance of collaboration among government communicators, urging them to translate messages into local languages and share factual stories that highlight the real impact of government initiatives such as the Parish Development Model (PDM). Dr Zawedde also encouraged officers to keep sharing key messages, even if they had been shared previously, to maximise visibility and reach in an age dominated by social media.

With over 44 million mobile subscribers and 10 million smartphone users, Dr Zawedde noted that digital platforms offer the most effective way to connect with citizens, particularly Uganda’s youth, who make up the majority of the population. She further announced that the Ministry of ICT and National Guidance is working to provide laptops to Communication Officers to enhance their digital capacity.

The Permanent Secretary of the Ministry of Local Government, Mr. Ben Kumumanya, acknowledged the crucial role of District Communication Officers as the government’s key messengers at the local level. He noted that effective communication is vital in shaping public perception, promoting transparency, and supporting national development programs. “We need you now more than ever,” he said, pledging to coordinate with other ministries and stakeholders to ensure a conditional grant is ring-fenced for communication officers to strengthen their work.

In his remarks, Maj. Edmund Turyatunga, Director of Media at the Internal Security Organisation (ISO), commended the officers for their responsiveness in promoting government programs. He urged them to actively counter misinformation, expose corruption, and collaborate with District Internal Auditors to promote accountability.

Former Uganda Tourism Board (UTB) Chairperson, Hon. Daudi Migereko, encouraged officers to take an active role in promoting Uganda’s image locally and internationally. He emphasised that marketing Uganda’s natural attractions, cultural heritage, and success stories should be a shared responsibility across the entire public sector. “Presenting Uganda as a top destination cannot rest solely on the Uganda Wildlife Authority or UTB,” Hon. Migereko said. “Every communication officer has a role to play in shaping the national brand.”

Also present, Hon. Bernard Mulengani, former MP and East African Legislative Assembly member, reiterated the need to strengthen district communication teams, noting that a single officer cannot effectively handle all communication needs. He called for additional personnel and improved logistical support to ensure consistent coverage, especially during emergencies. The meeting concluded with a collective call to empower communication officers as vital links between government and citizens, ensuring that all public communication is factual, inclusive, and transparent.
With improved resources, coordination, and digital tools, officers are better positioned to drive awareness and deepen citizens’ understanding of government initiatives.

Notable attendees included Mr. Charles Magumba (Commissioner for Urban Administration), Mr. JJ Ettedu (Assistant Commissioner, District Administration), Ms. Rwashana Angella, Ms. Mackline Mwebaze, Comfort W. Akoragye, Haji Sewante M. Kaliphan, Mr. Moses Watasa (Commissioner, Ministry of ICT and National Guidance), Hon. Dennis Galabuzi Ssozi (National Coordinator, Parish Development Model), and Jackia Kemigisha (Principal Urban Officer, MoLG).