Updated by Faith Barbara N Ruhinda at 1506 EAT on Friday 27 February 2026

The government has reiterated its commitment to coordinated, strategic communication as a critical driver of economic growth, export competitiveness, tourism promotion and the strengthening of Uganda’s global image.

Addressing a high-level meeting of the National Strategic Communications Committee (NSCC) at the Sheraton Kampala Hotel last week, the Minister of ICT and National Guidance, Chris Baryomunsi, urged communicators to ensure their messaging supports national priorities.

“We must communicate — but we must do so strategically — with full awareness of Uganda’s needs and our efforts to attract tourism, investment, trade and business. We do not conceal information as a country, but we must communicate in ways that do not harm national interests,” Baryomunsi said.

The NSCC, established under presidential directives, brings together ministries, departments and agencies (MDAs), the private sector and the media. Among those present were Kituuma Rusoke, spokesperson of the Uganda Police Force, and Odrek Rwabwogo, the President’s son-in-law and chairperson of the Presidential Advisory Committee on Exports and Industrial Development (PACEID), among others.

Dr Chris Baryomunsi stressed that the government upholds freedom of expression but cautioned that “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 the national interest.

Rwabwogo added: “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 warned that uncoordinated communication across ministries risks inadvertently undermining other sectors.
“Public health messaging, while essential, can negatively impact tourism and trade if it is not properly contextualised,” he said.

“That is precisely why the NSCC was established — to ensure government institutions communicate from a common knowledge base and with a clear appreciation of national priorities.”

Dr Chris Baryomunsi also cautioned against sensationalism in media reporting.
“Researchers and scientists undertake important work, but the way their findings are presented by the media ultimately shapes public understanding,” he said.

“If you scrape a wall and examine the dust under a microscope, you may well find germs — but that does not mean the Sheraton Kampala Hotel is full of harmful bacteria. Reporting must reflect meaning and context, not isolated facts,” he said.

He emphasised the need for specialised training in areas 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 added.
Odrek Rwabwogo pointed to international best practices.

“Some countries have national press clubs. These are not merely venues to address the media and leave; they are platforms for sustained engagement and shared learning. Experts, journalists and policymakers come together to discuss complex issues such as algorithms and digital media dynamics. That is the direction we are heading,” he said.

Chris Baryomunsi said the government is finalising a comprehensive national communication policy, currently under Cabinet review, to reflect the evolving media landscape across print, broadcast and digital platforms.

He added that a consolidated communications law is also being developed to harmonise existing legislation into a single framework responsive to emerging technologies. The minister noted from experience how quickly uncoordinated messaging by government entities can escalate.

A few weeks ago, an altercation on X (formerly Twitter) between Baryomunsi and the Chief of Defence Forces, Muhoozi Kainerugaba, rapidly intensified, drawing in legislators and online commentators before the president’s son called for a truce.

Baryomunsi said collaboration with the Uganda Communications Commission is also critical.

“Regulation alone is insufficient. Media literacy, education and responsible digital use — especially among young people — are equally important,” he said.

Both Baryomunsi and Odrek Rwabwogo reaffirmed the government’s commitment to working with the media as partners in national development.

Source: Observer

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