Why government must always seek to communicate better

State House Spokesman Hussein Mohamed. [File, Standard]

Development and dissemination of accurate and timely information, coupled with stakeholder participation and feedback, are requisite elements of a democratic policy-making process

At every stage in the policy-making cycle, these factors can improve quality, tailor its outcomes, and ensure greater impact. Therefore, communication as a government function that provides information, and avenues for dialogue and debate between institutions and citizens, plays a critical role in supporting more open and inclusive governance mechanisms.

This is because government communication entails not only communicating messages, but also requires a firm understanding of the substance of government policies. Public communication is understood as the government function to deliver information, listen, and respond to citizens in the service of the common good.

In light of this, much of the work to improve government communication involves addressing structural issues. Communication is one of the four main levers the government must prudently utilise to effect changes, alongside legislation, regulations, and even taxation. Its cardinal function is to inform people about legal or statutory requirements (tax returns), and help the public understand changing government priorities.

The government needs to explore opportunities to better public communication to support good governance, improved policies and services, and greater trust. It must be ready to appreciate how this function can help strengthen democracy in a context where digital transformation and emerging challenges to information ecosystems are creating new imperatives for better dialogue with citizens.

The uptake of analytical framework on communication with the public will obviously unpack how the government can use strategic and two-way communication for more open and inclusive societies.

The anti-Finance Bill, 2024 protests and eventual capture of Parliament by protestors calling themselves Gen Zs would not have reached this level had the government engaged the right communication channels, complete with clear messaging to the audiences.

There were genuine concerns on some proposed taxes such as VAT on bread, sanitary pads, levies on sugarcane transportation, car taxes, among others.

Much as the government demonstrated responsiveness by dropping these contentious taxes from the budget proposal, the same were not effectively communicated to the public. Clearly, communication was poorly managed, leading to a deep crisis.

The government communication office could have quickly thought of the role of strategic communication during crisis which is to stabilise, and advance the government's agenda by inspiring confidence, earning trust, and engaging stakeholders.

It is sad to note that government communication has for long been associated with political actors and processes and as the means to promote partisan agendas and manage reputations through one-way dissemination of information and narratives: in other words, propaganda.

While this perception/practice continues to be the order of day, it stands out as an outdated approach that undermines the potential for communication to contribute to policy making and good governance. It is imperative that the government recognise the role of communication as an instrument of policy making.

Communication that can enable a two-way dialogue with citizens that generates genuine engagement and supports greater transparency and accountability is highly likely to generate more interests and deliver harmony for the good of the nation.

Strategic communication plays a critical role in promoting government accountability, transparency, and citizen participation. It can be used to ensure government policies, decisions, and actions are properly understood by the public.

-Mr Nduri is a communication expert in the energy sector