Why Most African Governments have challenges in their Communication.
Mary Njoki
Founder and CEO at Glass House PR ,A billion Startups & ADFS /Women & Youth Leader/Pan African Leadership/ African Economy/ Africa/ PR/Media and Technology/Startups/Innovations/
Most government in Africa have challenges with their communication. The Government of Kenya in particular is really having challenges in clearly articulating their objectives and convincing their audience about their different messages.
Communication is a vital skill for any government especially in times of crisis, change, or complexity. However, communication can also pose many challenges for governments, such as ensuring clarity, consistency, transparency, and engagement with diverse audiences in the public who are stakeholders of governments.
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To align with the public, governments need to establish clear communication goals, roles, and responsibilities, as well as coordinate and align their communication plans and activities across the organization. They also need to create feedback mechanisms and channels to monitor and evaluate their communication performance and outcomes. Establishing clear communication protocols and monitoring daily should be managed through “a Centralized Communication Hub” than can supervise “Cross-Departmental Teams” and make sure that the unified messaging strategy is well placed on all channels.
Most Africans don’t TRUST their governments but governments have to build trust and credibility in their communication. Governments have to learn to communicate in a way that builds and maintains trust and credibility with their audiences especially if there is misinformation, disinformation, rumours, or criticism. To overcome this challenge, government agencies need to communicate in a way that is honest, transparent, consistent, and accountable. They also need to provide evidence and sources to support their claims, as well as address and correct any errors or misunderstandings.
Other challenges that face governments in their communication is not understanding that they are communicating to a diverse audience and each person does interpret their messages differently, complexity of information and lack of a proper feedback channels. To overcome these challenges governments, need to put in a proper communication strategy that is authentic and transparent that aligns across all platforms. This communication strategy needs to have a clear message, analyse the different audiences, understand who they are, what they know, their attitude towards government, how to communicate to them and have a clear feedback mechanism.
Governments need to communicate in a way that is flexible, responsive, and agile. They also need to use communication methods and tools that enable them to experiment, test, and learn from their communication efforts, such as analytics, metrics, or feedback loops.
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