The government is taking bold steps to overhaul its communication strategy, aiming to close a longstanding gap between service delivery and public perception.
Under the leadership of the Ministry of ICT & National Guidance, new reforms are set to revitalize how government communicates, ensuring Uganda’s progress is effectively shared and misinformation is curbed.
Recent surveys of citizen sentiment online have highlighted a critical issue: much of the public’s dissatisfaction stems not from poor service delivery but from weak and inconsistent communication.
“The gap in communication has allowed misinformation to thrive, distorting the public’s view of government efforts,” said Dr Aminah Zawedde, Permanent Secretary of the ministry of ICT.
“We are changing that narrative by making communication proactive, strategic, and citizen-centered.”
At the heart of the reform is a directive from the cabinet, designating the ICT ministry as the central authority for all ICT and communication officers across government Ministries, Departments, and Agencies (MDAs).
This aligns with the Public Service Standing Orders, which limit postings to three to five years. However, some officers had remained in the same roles for over a decade, leading to stagnation and silos.
“Rotation is critical to fostering innovation,” Dr. Zawedde noted. “Fresh perspectives drive creativity and prevent complacency.”
The Ministry is drawing inspiration from other sectors. The ministry of Finance centrally manages accountants, while the ministry of Public Service oversees human resource practitioners. Now, communication and ICT officers are under a similar centralized framework to ensure structured expertise and accountability.
Beyond rotation, the ministry of ICT is investing in continuous training, equipping officers with skills in digital literacy, media engagement, public relations, and social media strategy.
New Key Performance Indicators (KPIs) rooted in Integrated Marketing Communications (IMC) emphasize engagement, storytelling, and measurable impact over outdated metrics.
Uganda’s youthful population, with a median age of 16, demands a digital-first approach. “Legacy media still matters, but social media, influencers, and real-time engagement shape today’s conversations,” said Jane Auma, a digital transformation consultant.
“Governments that succeed treat communication as a service, not just an announcement.”
The Government Citizens Interaction Centre (GCIC) under State House offers a model for success. Its “listening government” approach, which involves monitoring and responding to online citizen feedback, has set a benchmark.
To sustain these reforms, the ministry of ICT is focusing on building a culture of continuous communication, equipping officers with digital tools, deepening collaboration with hubs like GCIC, and embracing influencers as legitimate partners in shaping narratives.
The reforms signal a new era of transparency and engagement, positioning government to better connect with its people and counter misinformation with a unified, dynamic voice.
