HOW COMMUNICATIONS EXPERTS AND GOVERNMENTS IN DEVELOPING COUNTRIES CAN OPTIMIZE ACCESS TO INFORMATION

Communication can simply be described as the process of sharing (encode-decode) news, thoughts, ideas, facts, feelings and information through distinct channels by the interlocutors in commonly understandable ways. The ultimate goal is to create and share meaning, which means, it can never be complete without feedback.

The message being disseminated has to be tailored to suit the intended audience and must be passed via a channel devoid of noise. The timing and the environment also affect how this message is encoded by the sender and decoded by the receiver and vice versa. All these efforts are aimed at ensuring that the message(s) being sent achieves its (their) intended purpose. Anybody who sat in a communication class knows this concept pretty well.

Simply put, communication is a means of connecting people or places. And just like in the business world where it is a key function of management whereby an organization cannot operate without communication between levels, departments and employees; is the same way a government which is a much bigger entity cannot operate without communication.

It therefore deeply pains me as a communication professional who broadly and deeply comprehends the power of information/knowledge to see how different institutions within most governments in the developing countries - which in some cases are fully fledged with communication and public relations departments - have failed to tap and harness the knowledge and expertise of these communications professionals to disseminate this much needed information to their publics. Instead, these institutions have continued to misinform, propagate propaganda, distort information and worst of all ‘hoard’ this information so that they can use it for their own selfish gains.

For there to be any meaningful gains in development, democratic processes and good governance - which brings about political and socioeconomic stability and harmonious coexistence - effective and efficient information flow need to be effected and safeguarded jealously. This can only happen if all the stakeholders involved are better placed to make informed decisions. Informed decisions on the other hand, can only be realized if there is unlimited access to information.

Developed countries are well aware of this and this explains why in Canada and Norway for instance, successive governments have continued to adopt and deploy two way symmetrical model i.e. two way communication model. The key facets of this model are research, professionalism and truthfulness in information surveillance and dissemination which has to be two way. What this means is that the government involves the public in all its undertakings and commitments through negotiations and consultations. These consultations and negotiations are systematically initiated, implemented, modified and developed overtime to enable the government to achieve its intended objectives. This enables the government and the public to resolve conflicts and promote mutual understanding and respect between them.

This is a complete contrast with the developing countries which mainly use either press agentry model or public information model or at their best, asymmetrical model. These models limit the frequency, quality and the quantity of information shared with the public even if such information is greatly of public interest.  This combined with red tape, interference as well as the inexperienced and incompetence workforce, is an automatic recipe for misinformation, distortion of facts and propagation of propaganda which is largely witnessed in such countries.

Access to information can be realized fully if surveillance, correlation and dissemination of information are made efficient and effective. Clearly well thought-out feasible strategies and techniques such as raising awareness, relationship building, ‘the open door policy’, zero tolerance to victimization etc. provide excellent conduits to drive information. This is in turn complimented by clearly designed channels such as the media (electronic, print and new media), public forums like barazas, centres like ‘huduma centre’, community halls, county public hearing forums, seminars, commissions of enquiry, youth forums, taskforces etc. Take for example ‘the nyumba kumi’ initiative; where else can one best share the information about this initiative and its implementation than in public barazas?

Optimizing access to information would go a long way in preparing the citizenry to make wise and informed decisions at all levels of their lives and in all their engagements; be it in advocating for good governance, participating in policy formulation and implementation, taking part in the budget making process, participating in electoral processes, being conscious about environment conservation, fighting graft, making leaders accountable inter ralia.

The most unfortunate thing is that governments in third world countries have not exploited these strategies and techniques to the maximum despite being well aware of what they are capable of. On the contrary, these governments have engaged in all manner of intimidation, threats and coercion against some of these channels such as the media thus greatly impeding access to information. This explains the high levels of ignorance amongst the people in these countries on grave issues that directly affect them such as corruption, constitutionalism, cohesion, rule of law, policy formulation and implementation etc.

The rallying call is, us communication scholars and professionals who have the power to read, write and do all that appertains to this noble profession, let us rise up and make good use of the knowledge we have acquired overtime both in theory and practice through research and learning. From the pieces of advice we give to our clients/employers to our deeds and actions, we must exude professionalism and expertise. Let it not be lost to us that in performing the roles of a communication technician, problem solving facilitator, expert prescriber and communication facilitator we are not only serving our clients/employers but also the society at large which solely depend on professionals like us to shape its destiny.