Over 200 Government communication officers receive new digital Skills

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Over 200 government communication officers have graduated after an intensive digital skilling workshop designed to sharpen their storytelling and strategic public engagement abilities.

In a move aimed at enhancing digital communication across government, officers from various Ministries, Departments, and Agencies (MDAs) on Friday completed a week-long Digital Skilling Workshop organised by the Ministry of Information, Communication, Technology and National Guidance in partnership with MultiChoice Uganda at the National Innovation Hub in Nakawa, Kampala.

The training, facilitated by Brainchild Burson, covered a broad range of critical topics including engaging content creation, visual storytelling, crisis communication, public perception management, and the localisation of government messaging.

Organisers reported that the initiative comes at a time when digital platforms are reshaping the way citizens consume information, demanding a smarter, faster, and more relatable approach from public communicators.

Presiding over the event, Dr Aminah Zawedde, the Permanent Secretary at the ICT Ministry, emphasised that as government services evolve digitally, the messaging must evolve too.

Dr Aminah Zawedde, the Permanent Secretary at the ICT Ministry. (Photo by Sarah Nabakooba)

“Government spokespersons must be empowered with the right skills to package information and communicate effectively, especially through new avenues brought about by digital transformation,” Zawedde said.

She underscored the ministry’s commitment to building a digitally agile public service capable of engaging citizens meaningfully and consistently.

Hassan Saleh, the Managing Director of MultiChoice Uganda, assured participants that this was only the beginning. He revealed that the company is committed to further supporting government communication officers through regional workshops, annual refresher courses, and connections to international communication experts.

Hassan Saleh, the Managing Director of MultiChoice Uganda. (Photo by Sarah Nanbakooba)

Odrek Rwabwogo, the Chairperson of the Presidential Advisory Committee on Exports and Industrial Development (PACEID), encouraged the graduates to focus not just on the digital tools, but also on mastering the cultural and national context in their communications.

“Before it becomes artificial intelligence, there is authentic intelligence. You need to read widely and understand the culture, food, language, and history of this country to communicate effectively,” Rwabwogo said.

He warned against superficial communication, stressing the importance of building internal and external relationships and approaching communication with sincerity, knowledge, and confidence.

Walter Wafula, the Acting Chief Executive Officer of Fireworks Advertising and lead facilitator at the workshop, pointed out that while government communicators have made notable strides in public engagement, there’s a pressing need to keep up with shifting audience behaviour and global communication trends.

He revealed that one of the key weaknesses identified during the workshop was the lack of crisis communication planning across many MDAs.