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In a bid to boost investment and tourism in Uganda, government officials have called on media professionals to highlight the country’s positive attributes rather than focusing on the negatives.
The call was made at a meeting chaired by the head of the State House Investor Protection Unit (SHIPU), Colonel Edith Nakalema, at the office in Kampala on Friday, July 5, 2024.
The ceremony was attended by several government communications officials and members of the media.
In her opening remarks, Colonel Nakalema stressed the important role government communicators play in shaping Uganda’s economic outlook. She urged media professionals to focus on reassuring investors and tourists about Uganda’s economic stability and growth opportunities.
“You are key to boosting investor confidence and national development,” she said, stressing the need to maintain a positive tone in communications.
“You need to ensure that your communications influence the public’s perception of our country and its economic growth. Investor confidence in our economy is vital and all of us should contribute to promoting the development of our country,” the SHIPU chief added.
Col. Nakalema further stressed the importance of disseminating accurate and relevant information on government priorities.
She noted that effective communication is critical for investors to identify viable opportunities and enhance overall investor confidence.
“We must make it easier for investors to see the potential of our economy through communications targeting investment and tourism,” she said.
The Chairperson of the National Planning Agency, Professor Pamela Mbabazi, encouraged communicators to provide insights for enhancing Uganda’s attractiveness to investors and tourists.
“We are working hard to double the numbers and attract more investment and tourism,” she said.
“We must communicate in a way that attracts investment, tourism and promotes economic growth. We are all Ugandans and we love our country. It is our shared responsibility to portray Uganda as the pearl of Africa.”
Dr. Aminah Zawedde, Permanent Secretary, Ministry of Information and Communications Technology and National Guidance, stressed the role of transparency and accountability in building investor trust.
“Good communication is essential to attract businesses and enhance the image of our country. Transparency and accountability are the cornerstones of building trust with investors. We must be patriotic and work hard to win over those who are interested in investing in our country,” she said.
The Chief Registrar of the Uganda Registration Services Bureau (URSB), Ms Mercy Kainobwisho, noted that self-advocacy was needed to counteract negative perceptions.
Uganda has a lot to offer and we need to highlight our strengths,” she said, arguing for a balanced narrative that includes the country’s achievements.
The Director of Defence Public Information, Brigadier General Felix Kulayigoye, stressed the need for a national service programme to foster patriotism among Ugandans.
“We are Ugandans in words but not in hearts,” he said, stressing the importance of fostering national pride.
Brigadier General Kulaygiye stressed the critical role of communication as a powerful tool, noting that government investment in this area is insufficient.
He questioned the motives behind media content and urged journalists to consider the impact of their work on the country’s image.
“Why do you speak and write? Who do you write for? What is your motivation?” he asked.
Brigadier General Kulayigiye called on the media to treat Uganda fairly, noting that spreading negative news damages the reputation of the Ugandan nation.
“When you publish biased stories on the front pages of newspapers, you are burning your own homes,” he warned, urging journalists to support and protect Uganda’s interests through their reporting.
Mr Kin Kariisa, Chief Executive Officer of Next Media Services, stressed the importance of mutual training between journalists and government officials.
“As we train journalists on how to respond to riots, it is equally important to train our police officers on how to deal with the media,” he said.
Mr Karisa stressed the need for Ugandans to actively promote their country.
“Every day, people are tweeting that Uganda is the worst country ever. I want to ask, have these people ever been to other countries to see how bad life is there?” he asked.
He stressed the need to address the internal perception issue, asserting that once Ugandans have a positive perception, it would be easier for the country to gain international recognition.
“Once we get the mindset right, promoting Uganda internationally will become much easier,” Mr Karisa concluded.
Commenting on Uganda’s international image, Ms. Brindusa Negrea, Chief Operating Officer of World Business Magazine, said: “Uganda has a very bad image. I can confirm that. What I want to emphasize is that proactivity is an important part of power. Everything you say to the state matters – you protect yourself, the truth and most importantly the integrity of the government.”
Ms. Negrea noted that news headlines focusing on corruption weaken institutions. “If you simply say that on Twitter, it can destabilize the country,” she explained.
She stressed that Uganda tends to discuss sensitive issues too openly, causing investors to question security and the investment climate.
“I am amazed by the potential of this country,” she noted.
“While everyone wants to eradicate corruption, constantly talking about it can be counterproductive. Outsiders will label the country based on media reports.”
Ms. Negrea stressed that even small reports about Uganda can influence the international community’s perception.
She concluded: “How you describe Uganda today will affect how foreigners see you tomorrow.”
Mr Amos Wekesa, founder of Great Lakes Safaris and Uganda Lodges Ltd, praised Uganda’s unique beauty.
“Uganda is a very unique country. Even if you travel a lot, you realize how beautiful our country is.”
Mr Wekesa encouraged Ugandans to share positive images of the country.
“Every day when you don’t have anything to post, find a beautiful photo of Uganda and share it,” he said.
He pointed out that tourism is an important industry and promoting positive aspects can attract more tourists.
“Tourists come here not to see negative things but to experience the beauty of our country,” Mr Weksal added.
“Each of us has the opportunity to showcase our country with pride. If you say something bad about the country, it affects all of us. Let’s create quality content that highlights the best of Uganda,” he concluded.
At the end of the meeting, Colonel Nakalema called on media professionals to collaborate with government correspondents.
“We need to protect and enhance Uganda’s image. By focusing on the positive stories, we can boost investor confidence and drive economic growth.”
Also present at the meeting were Ms Doreen Katusiime, Permanent Secretary, Ministry of Tourism, Wildlife and Antiquities, Mr Don Wanyama, Chief Executive Officer, Vision Group, Ms Marcella Karekye, Special Assistant to the President (Communications) and Director, Government Citizen Interaction Centre (GCIC), among others.
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