COMMUNICATION IS A BETTER STRATEGY IN INFORMING PUBLIC OF GOVERNMENT PROGRAMS

Micheal Woira

For starters, communication is a two-way process in which there is an exchange of thoughts, opinions, or information by speech, writing, or symbols towards a mutually accepted goal or outcome, Strategic Communication Planning in Government Agencies I mean; as government agencies expand and improve their services, they often undergo a fundamental transformation of mission, strategy, operations, and technology. If managed effectively, these changes can increase the quality of government services and reduce taxpayer costs. Often, there is strong resistance to change within an organization because it requires that people change not only the way they work, but their attitudes and beliefs. This is challenging,  but such transformation is essential if government agencies are to provide the high quality of service expected by citizens and mandated by legislators.

The Role of Communication in Uganda today is more important  though  People don’t like change they fear the unknown, fear losing control, worry that their jobs may change or go away. Affected individuals may oppose a transformation program by refusing to implement the necessary changes in their daily operations or by speaking against it and influencing others to oppose it. If the benefits of the transformation are not communicated broadly and consistently, departments and business units may refuse to support it. They lose sight of the overall mission of the agency, compete with each other for funds and resources, and refuse to see the value of collaborating with other units and all this lies under communication strategy.

In a recent meeting I happened to fluke in at Sheraton Kampala when Hon. Frank Tumwebaze was addressing media stake holders, I learnt a lot from his speech and particularly the issue of considering communication as the best strategy to development and informing Ugandans of what Government has done can save the nation from the doubts and lies that they always get from anti-government activists on radio and television stations. For me I feel Open and frequent communication is an essential factor in successful transformation. Giving people the information they need about the benefits and impact of the transformation, and they will more readily accept and support the effort. Leaders of transformation programs need a strategy that incorporates the communication needs of key stakeholders, the resources and channels required to reach these audiences, and the processes that support an understanding of the goals and benefits of the transformation program and if we work on our communication strategy as Hon,Frank said, Uganda will be very ready to achieve middle income status in 2020 because communication is the very first step to development and am sure with Frank in this ministry of ICT,communication and information, Everything will be ok as per my expectations.

MICHAEL WOIRA

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