Uganda's Ministry of ICT and National Guidance conducted intensive communication workshops for more than 200 government officers at a Nakawa technology center. The four-day sessions aimed to transform how state officials engage with citizens through digital platforms and video content. MultiChoice Uganda and Brainchild Burson partnered with the ministry to deliver training focused on authentic storytelling rather than formal press releases. Officers practiced crisis management scenarios, responding to simulated emergencies within strict time limits. The program emphasized reaching audiences through popular social media channels where Ugandans actively participate.
Training exercises featured mock situations requiring rapid response strategies. One drill involved managing public relations fallout after a beverage company's worker reward program triggered unexpected protests. Facilitators stressed that timing and tone determine public reaction to government messaging. Participants learned to create content in local languages and prioritize authenticity over polished production values. The ministry established this partnership through a May 2024 agreement with MultiChoice Uganda.
Dr Aminah Zawedde, permanent secretary at the ICT ministry, announced plans to extend the collaboration into a third year. Officials intend to expand similar training programs across local governments and municipal councils nationwide. The initiative represents efforts to rebuild citizen trust through transparent and responsive communication practices. Government communicators received instruction on becoming active narrative shapers rather than passive information distributors.
Training exercises featured mock situations requiring rapid response strategies. One drill involved managing public relations fallout after a beverage company's worker reward program triggered unexpected protests. Facilitators stressed that timing and tone determine public reaction to government messaging. Participants learned to create content in local languages and prioritize authenticity over polished production values. The ministry established this partnership through a May 2024 agreement with MultiChoice Uganda.
Dr Aminah Zawedde, permanent secretary at the ICT ministry, announced plans to extend the collaboration into a third year. Officials intend to expand similar training programs across local governments and municipal councils nationwide. The initiative represents efforts to rebuild citizen trust through transparent and responsive communication practices. Government communicators received instruction on becoming active narrative shapers rather than passive information distributors.
