Alan Kasujja
A growing debate over how governments communicate with the public has taken centre stage following recent changes at the Uganda Media Centre, with communication experts warning that style should not override substance in official messaging.
Muhereza Kyatutetera, Executive Director of The East African Magazine, has weighed in on the controversy surrounding the Centre’s evolving approach under its Executive Director and government spokesperson, Alan Kasujja.
The shift, which emphasizes short, catchy, and sometimes unconventional one-liners in press releases, has sparked mixed reactions among stakeholders.
In a detailed professional assessment shared online, Kyatutetera acknowledged the need for innovation in public communication but cautioned against sacrificing clarity and credibility.
“There is nothing wrong with innovation. We live in an attention-deficit economy where people want information that is short, sharp and easy to consume,” he stated. “However, innovation must not come at the expense of institutional seriousness.”
The Uganda Media Centre plays a central role in shaping official government messaging, targeting a wide audience that extends beyond ordinary citizens to include investors, diplomats, journalists, and international partners.
According to Kyatutetera, these audiences rely on government communication not for entertainment, but for informed decision-making.
“A tour operator may be finalising a multi-million-dollar deal. An investor may be weighing country risk. A diplomat may be briefing their capital,” he explained. “These are not audiences looking for jokes or banter. They need clarity and precision.”
Kyatutetera emphasized that government communication is a “serious, specialised, and sensitive national function,” arguing that overly simplified messaging risks undermining trust and credibility.
He warned that the Uganda Media Centre’s outputs contribute directly to the country’s global image and perception.
“The Uganda Media Centre speaks into the national brand. It affects how seriously people take Uganda, its institutions, and its leadership,” he noted.
The communication expert proposed a hybrid approach, suggesting that brief, engaging summaries should be accompanied by more detailed supporting documents.
This, he said, would ensure that both casual audiences and technical stakeholders are adequately served.
“The better model is simple: provide a short, punchy summary, but link it to a fuller press release or background note,” he said. “That way, the casual reader gets the quick version, while those who need depth can access the full official position.”
He further stressed that different situations require different levels of communication, noting that complex issues such as pandemics, security concerns, and investment policies demand comprehensive and carefully structured messaging.
Kyatutetera also addressed Kasujja directly, urging him to adapt to the demands of his new role in public office.
“He is no longer communicating only to his social media followers. He is now in a sensitive national communication office,” he said. “The Uganda Media Centre is not a personal content platform. It is a national communication function.”
While acknowledging Kasujja’s distinguished journalism background, Kyatutetera urged collaboration and openness to learning from a broad network of stakeholders, including technocrats, media professionals, and international actors.
“A posture of dismissiveness or arrogance will not serve him well. He needs to listen more, consult widely, and work collaboratively,” he advised.
The debate comes at a time when Uganda is positioning itself for ambitious economic growth, with targets aimed at significantly expanding the economy by 2040. Kyatutetera argued that achieving such goals requires disciplined and strategic communication.
“Government communication is not merely about being noticed. It is about being understood, believed, and trusted,” he concluded.