Choose EALA representations who will promote image of Uganda

By Chris Muhango

Elections for EALA representatives is around the corner and various people have shown interest to represent Uganda in the EALA.

However, we need to be careful on the people we send to the EALA. We should send representatives who will promote the image of Uganda. People who are outstanding, with good CV's that match or supersede their counterparts from other member countries.

This is a competition and for the sake of Uganda's image, we have to "export quality", so that when they are introduced at the first meeting of the EALA, members from other countries say that Uganda has brought stars who will bring value to the debates. 

We should send people who have some reasonable experience and are well informed in the different areas of focus of the East African integration. Representatives who will be consulted and depended on during debates, discussions and when formulating laws and policies for the region. They should have skills and capacity to mobilise others, initiate relevant and important bills, policies and then follow-up on their implementation.

We need to note that the EALA members are representing Uganda, not their individual agendas, or those of their political parties. In addition to discussing East African integration issues, they are expected to speak positively on Uganda and market Uganda, when they get appropriate opportunities. They should conduct themselves in a manner befitting a representative of Uganda; poor behaviour or misconduct will affect the image of the Uganda. Once the image of Uganda is affected by an individual, the country will lose on tourism, investments and export promotion. One of the selling points for promoting tourism in Uganda is that Ugandans are very friendly. If Uganda's representatives end up fighting each other at the EALA, then you cannot convince potential tourists from the East African region to visit Uganda to enjoy friendly people. Image is everything, image affects tourism.  

We need to recall that during the 2012-2017 EALA term, we had a challenge, where Uganda's image was affected when the former EALA Speaker from Uganda was impeached. Unfortunately, some of the representatives who championed the impeachment of the Speaker were from Uganda. There was lack of team work and patriotic spirit on the side of the representatives from Uganda.  Worse of it, there were some issues of internal fights within the Uganda team and as a result, we saw drama at the EALA and Uganda as a country was the loser.

The media people had a good day as they reported on issues that sounded the impeachment process. Some of the media professionals in Uganda went on reporting negatively without knowing that the reports were affecting Uganda's image. Thanks to the outgoing Speaker of EALA, who picked it from that level and steered the EALA very well - but the image had already been lost. To regain the image, we need, this time, to send outstanding individuals who will work as a team and promote the image of Uganda. 

Friends, in life there are areas where we fail, therefore we should not dwell on the blame game. It is human to error, and therefore, let us forgive each other. But most important, let us learn from our mistakes and send our best representatives that will protect and promote the image of Uganda. 

As a country, we need to package the representatives for such high level positions at the EALA. This includes a thorough search of the best candidates, undertaking pre-image audit exercises, packaging their CVs, branding, grooming including the style of dressing, speaking, walking and media messaging (how to face the camera), choice of words and positioning. We need to coach them on diplomatic and international relations, the East African integration process, Uganda's strategic interests in the EALA, and how to promote Uganda's image while at the EALA.  We need to discuss with them the introduction statements that the individuals will make at the first meeting because the first impression is a lasting one. 

Let us learn from the football teams that countries send to international games like AFCON or world cup. The profiles of players of various teams are always discussed and analyzed on international media. Therefore, the various national coaches have to select the best team players and allocated them positions where they are best utilized. They have to play as a team; and anybody who fails to play as team and according to the coaches' instructions, is in most cases recalled from the pitch.

This is competition, and therefore we need to get the best representatives and allocate them areas of focus according to their CV's and competencies, so that at the EALA, they will be selected to head or work on committees because of their competencies. They are expected to understand and debate issues from a regional and international perspective. This means that the people to be sent should have knowledge and experience at the local, regional and international levels. This is important to enable them make regional policies that are in line with international policies and even benchmark them with other regional blocks.

The representatives should be outstanding such that during the EALA period or thereafter, they can be sent to AU, UN, World Bank, etc., if such opportunities arise. If we send people who cannot be considered for higher level placements, then Uganda will have lost. Remember, other countries are strategically choosing their representatives that will shine at the EALA and position themselves for higher level placements.

I am appealing to the Speaker of Parliament, Verification Committee of Parliament and various political parties and interest groups that will be nominating the EALA representatives. Please be mindful of Uganda's image.

My simple advice is; Do not send people who will cause confusion and embarrassment during discussions and end up damaging the image of Uganda in the EALA.  Don't select a person because he/she is a good party member as if we are dealing with local Uganda politics. Membership is very important but among the good members, select the best who will promote the image of Uganda. Then, once Uganda sends them to the EALA, the members from other counties will say, Uganda has sent stars. This will promote Uganda's image and even the interest groups that will have nominated the person.

Sending the best representatives will improve the image of Uganda and add value to the EALA debates. Improved image will in turn be used at a marketing strategy for promotion Uganda's tourism and exports in the region.

This time, we need to send stars, who at the same time, are ready and willing to put their country and the EALA first.

Together we can market Uganda!.

The writer is a chartered marketer and team leader of the Uganda tourism marketing campaign