By Joel IsabiryeAssist.Professor of Communication

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REVISITING THE CONCEPTS

“Communication” and “Governance”

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COMMUNICATION

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Communication plays important role in governance

Communication=process of sending information via medium to receiver who sends feedback on information received.

Communication Types: 1.Mass (large segment of receivers) 2.Interpersonal (small segment of receivers)

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Objectives of communication : 1.Inform 2.Persuade 3.Resolve 4.Clarify 5.Influence Objectives are two way (Sender/Receiver)

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GOVERNANCE

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Good governance widely contested term Provisionally=process & structure of decision-

making & implementation in organizations, states or communities.

Good governance includes management of resources for effectiveness and equitable distribution.

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Good governance indicators: 1.Voice & Accountability (Democracy,

Participation) 2.Political/Organizational/Community Stability

and Absence of Violence/Disruption/Resistance 3.Government/Organizational/Community

Effectiveness (Service Delivery) 4.Regulatory Quality (Service Delivery) 5.Rule of Law 6.Control of Corruption

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Communication in Good governance 1.Creates flow of information between the

governors and the governed 2.Promotes dialogue between the governors

and the governed 3.Enables the governors to influence

opinions, attitudes and behavioral change of the governed

4.A voice for the governed to be heard by the governors

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THE MEDIA

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Media and Good governance Media is most influential institution today 222 radios, 18 npapers & 50 tv stations in

Uganda, over 5.4 million Ugandans online 1.Creates accountability and transparency 2.Watchdog over abuse of power & resources 3.Enables debate on issues of governance 4.Enables public participation in agenda 5.Sets agenda for policy makers 6.Marketing ideas, products and services

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SOCIAL MEDIA

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Social Media and Governance SM=media created by new info technologies Social because helps people relate Share personal and official information Covers distance, space, time and people Can be measured more effectively Has feedback: comments,replies,shares,likes Most important: Facebook, Skype, Twitter,

LinkedIn, YouTube, Email, Website17

Benefits of Social Media Increase customers Create awareness of products/services Test perception of products and services Grow loyalty (retention) of client base Clarify existing information/misinformation Receive feedback on products and services Convert potential customers (on inquiries) Promote image of the organization

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Social Media Ethics/Principles 1.Work with a plan (usually three months) 2.Consistence (message and schedule) 3.Be reliable (offline action same as on-line

communication) 4.Keep messages short and effective 5.Use images 6.Share/Multiply/Recruit 7.Time-Space (allow posts to be internalized)

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Effective Communication for good governance

1. Is planned 2. Achieves objectives 2. In language understood by receivers 3. Use appropriate medium for receivers 4. Enable feedback and evaluation 5. Be integrated (mix communication

channels)20

THANK YOU

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