The government has committed to coordinated and strategic communication as a key pillar in driving economic growth, enhancing export competitiveness, promoting tourism, and strengthening Uganda’s international reputation.
Speaking at a high-level meeting of the National Strategic Communications Committee (NSCC) held at Sheraton Kampala Hotel on February 17, 2026, the Minister of ICT and National Guidance, Dr Chris Baryomunsi, emphasised the need for communicators to align their messaging with national priorities.
“We must communicate, but we must do so strategically, conscious of Uganda’s needs and our efforts to attract tourism, investment, trade, and business. In a country, we do not hide information, but we share it in a manner that does not injure national interests,” Dr Baryomunsi said.
The NSCC, established under presidential directives, brings together Ministries, Departments, and Agencies (MDAs), the private sector, and the media to centralise government communication and support exports, tourism, and investment promotion.
Among those present were Emmanuel Ainebyoona, Senior Communications Officer at the Ministry of Health; Kituuma Rusoke, spokesperson of the Uganda Police; and Odrek Rwabwogo, Chairperson of the Presidential Advisory Committee on Exports and Industrial Development (PACEID).
Dr Baryomunsi stressed that while government upholds freedom of expression, communication today directly affects investor confidence, social cohesion, and Uganda’s global standing.
“Inaccurate or inconsistent messaging can undermine exports, tourism, and broader national development,” he said.
He explained that the NSCC was created to strengthen government communication in the national interest.
“Fragmented communication sends mixed signals that erode confidence. Government messaging must therefore be factual, timely, and aligned,” he added.
Rwabwogo noted that strategic communication goes beyond sharing information.
“It is about protecting livelihoods and national income. Reputation determines market access. Poorly managed messaging can hurt farmers, exporters, tourism operators, and investors, sometimes resulting in lost contracts, cancelled tours, and reduced business confidence,” he said.
He cautioned that uncoordinated communication across ministries can unintentionally harm other sectors.
“Public health communication, while necessary, can negatively affect tourism and trade if not properly contextualised. That is why the NSCC exists — to ensure government institutions communicate from a shared knowledge base and with a clear understanding of national priorities,” he explained.
Dr Baryomunsi further illustrated the risks of sensational reporting.
“Researchers and scientists do important work, but how the media present their findings determines public understanding,” he said.
“If you scratch a wall and examine the dust under a microscope, you may find germs. That does not mean the Sheraton is full of harmful bacteria. Reporting must provide meaning and context, not isolated facts.”
He emphasised the importance of training in specialised fields such as science and technology reporting.
“We are supporting structured engagement with the media to ensure communication remains accurate, responsible, and aligned with national interests,” he said.
Rwabwogo pointed to international best practices, noting that some countries operate national press clubs that serve as platforms for deeper engagement.
“These are not merely venues to address the media and leave. They are forums for dialogue and mutual learning, where experts, journalists, and policymakers discuss complex issues such as algorithms and digital media dynamics. That is the direction we are heading,” he said.
Dr Baryomunsi revealed that the government is finalising a comprehensive national communication policy, already reviewed by Cabinet, to reflect the evolving media landscape across print, broadcast, and digital platforms. He added that a consolidated communication law is also being developed to harmonise existing legislation into a unified framework responsive to emerging technologies.
“These reforms are intended to promote clarity and coherence, not restriction, while safeguarding legitimate expression,” he said.
The minister also noted collaboration with the Uganda Communications Commission to explore technology-based solutions aimed at curbing harmful online content without stifling digital platforms or public expression.
“Regulation alone is insufficient. Media literacy, education, and responsible digital use — especially among young people — are equally important,” he said.
Both Dr Baryomunsi and Rwabwogo reaffirmed the government’s commitment to working with the media as partners in national development.
“The focus is on communicating effectively at home while projecting a positive image internationally. As we build our economy and attract investors and tourists, how the country is portrayed globally will be extremely important,” Rwabwogo said.
