The government has reaffirmed its commitment to coordinated and strategic communication as a pillar in driving economic growth, export competitiveness, tourism development, and strengthening Uganda’s international reputation.
Speaking at a high-level meeting of the National Strategic Communications Committee (NSCC) held at Sheraton Kampala hotel last week, 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 communicate strategically, conscious of the needs of Uganda, the efforts that we have to attract tourism, investment, trade, and business. In a country, we communicate; we don’t hide information, but we do it in a manner that does not injure the interests of the country,” Baryomunsi said.
The NSCC, established under presidential directives, brings together ministries, departments, and agencies (MDAs), the private sector, and media. Among those present were Kituuma Rusoke, spokesperson of the Uganda Police first son-in-law Odrek Rwabwogo, who is also chairperson of the Presidential Advisory Committee on Exports and Industrial Development (PACEID), among others.
Dr Baryomunsi stressed that government upholds freedom of expression, but warned: “Today’s communication directly impacts investor confidence, social cohesion, and Uganda’s global standing. Inaccurate or inconsistent messaging can undermine broader national development.”
He said the NSCC was created to strengthen government communication in national interest. Rwabwogo said, “Strategic communication is not just about 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 cautioned that uncoordinated communication from different ministries can unintentionally harm other sectors.
“Public health communication, while necessary, can negatively affect tourism and trade if not properly contextualised,” he said.
“That is why the NSCC exists to ensure government institutions communicate from a shared knowledge base and with a clear understanding of national priorities.”
Dr Baryomunsi further illustrated the risks of sensationalism in 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 take the dust to a microscope, you may find germs, but that doesn’t mean the Sheraton is full of harmful bacteria. Reporting must reflect meaning and context, not isolated facts.”
He emphasised the need for training in specialised areas such as science and technology reporting.
“We are supporting structured engagement with the media so that communication remains accurate, responsible, and aligned with national interests,” he said.
Rwabwogo highlighted international best practices.
“Some countries have national press clubs. These are not just places to speak to the media and go away; they are forums for engagement and mutual knowledge. Experts, journalists, and policymakers come together to discuss complex issues like algorithms or digital media dynamics. That is where we are heading.”
Baryomunsi said government is finalising a comprehensive national communication policy, reviewed by Cabinet, to reflect the evolving media landscape across print, broadcast, and digital platforms.
He added that a consolidated communication law is being developed to harmonise existing legislation into a single framework that responds to new technologies. The minister knows firsthand, how far south uncoordinated communication from government entities can go.
A few weeks ago, an altercation on X (formerly Twitter) between him and the Chief of Defence Forces, Gen Muhoozi Kainerugaba, became ugly quite quickly, sucking in legislators and online trolls in equal measure, until the president’s son called for a truce. Baryomunsi also said collaboration with the Uganda Communications Commission is also key.
“Regulation alone is insufficient. Media literacy, education, and responsible digital use, especially among young people, are equally important,” he said.
Both Baryomunsi and Rwabwogo reaffirmed the government’s commitment to working with the media as partners in national development.
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The Media should be the FIRST to know that Uganda isn’t a country but Rwandese Museveni’s family business since 1986!
Why is dictator, coloniser Rwadese Museveni allowed to tell the Media what to do?
40 years counting, what does the Media have to tell the rest of the world about what Uganda is, how the people live, why Museveni doesn’t allow opposition to his ownership of Uganda…?
Is the Media alright with Uganda owned by Rwandese Museveni because Ugandans ensure they are powerless tribally divided slaves & this is normal democracy, even for the Media?
Where is Dr Besigye who took care of Museveni’s health for years getting older so so badly, because he woke up & turned his back on him finally & became opposer to his evil rule?
Museveni, why do you still have tribal leaders in posts & pay them for WHAT, when you allow no opposition & Uganda belongs to you & family?
Without the HONESTY it deserves, the so call “patriotic communication” only has propaganda value!
E.g., what is/was PATRIOTIC about Mr. M7 who in 1987, told the OAU (AU) Summit that the PROBLEM OD AFRICA is: leaders refusal to leave political power. And ended up becoming one big and a FAT ONE.
And to make matters most UNPATRIOTIC, on 26th Jan 2017, told off Ugandans and whoever cared out there that: he is neither our servant nor employee?
In other words, what kind of BS patriotism is Baryomunsi, Rwabwogo, Gen Muhoozi and/or OUR PROBLEMS AFRICA pontifying?
AND who in his/her right state of mind can sit at listen to such dishonesty (idiocy)?
Lakwena, thanks.
This is why Ugandans MUST say NO to the tribalistic system Rwandese Museveni put in place to ensure they are POWERLESS!
Just UNITY of Ugandans will give chance to stop Museveni & family owning the zone formed by their tribal lands, then form the kind of governance they want!
As it is, Museveni is assured of 45 years while Ugandans wait for him to leave & this will NEVER happen, his son is the only replacement in the family business!
Iranians woke up, but as they don’t have a Leader to help them, not even USA, Israel… will ensure the war ends & a new beginning for the people who just want to live, respected!
Ugandans don’t have a National/Common Leader to call for an end to the tribalistic system & to UNITY! Yet they go for fake elections to ensure they are slaves constitutionally!
Why will Ugandans go for next lethal parliamentary election to ensure Bobi Wine…continue protecting Museveni by pretending Uganda is a country when it’s the Rwandese family business that don’t need to be legalised, constitutionalised as they will own Uganda with or without fake elections?
Not to forget tribal leaders enjoying free money in silence, not concerned about miserics, poverty…of subjects, Ugandeans!
As it is, powerless tribally divided Ugandans are waiting for 2031 fake elections to ensure the Rwandese family business for 50 years, WHY?