In a high-stakes move to overhaul how the state talks to its citizens, the Ministry of ICT & National Guidance officially launched the National Communication Policy 2026.
The launch featured a powerhouse lineup of government officials and media heads, including ICT Minister Rt. Hon. Justine Kasule Lumumba, State Minister for ICT Hon. Joyce Nabbosa Ssebugwawo, and Permanent Secretary Dr. Aminah Zawedde.
The policy arrives as a direct antidote to long-standing government PR blunders: fragmented messaging, slow public responses, and the rampant spread of fake news.
Uganda Media Centre Executive Director Alan Kasujja issued a stern, zero-tolerance warning to the press gallery.
“When we sing the National Anthem, it is non-negotiable for you to stand,” Kasujja cautioned. “Stand and sing with us, or we shall ask your media house to recall you. We do not want you here if you disrespect the National Anthem.” Minister Lumumba backed him up, emphasizing that standing in unison displays national pride and respect.
The biggest surprise of the day came from Minister Lumumba, who revealed that President Yoweri Museveni has directly ordered the Ministry of Finance to inject Shs 200 billion—outside the regular budget—to adequately fund and facilitate public communication.
“The President said he gets disappointed when the whole country goes quiet,” Lumumba shared. “Government cannot manage a budget of Shs 82 trillion and fail to facilitate this sector. The silence must stop.”
Lumumba also gave hope to struggling private media owners, promising that the government will finally clear its outstanding advertising and service debts. “The media is a private-sector-led economy, and we rely on you. It is our responsibility to make sure we pay for the services you offer us.”
With massive funding comes massive accountability. Lumumba explicitly called out state agencies to upgrade their standards:
“We must have the best television picture quality—one that shows every wrinkle and pimple!”the minister told UBC meanwhile she asked NITA-U: “Stay awake; do not slack on cybersecurity.”
State House & UMC: “Deliver executive-level public relations and pass on the President’s messages promptly.”
Navigating the Digital Boom,State Minister Joyce Nabbosa Ssebugwawo highlighted that the policy is a necessary evolution to catch up with Uganda’s explosive digital footprint. Uganda now boasts of 45.7 million active mobile users,17 million mobile internet users,11.4 million TikTok users (Uganda’s most popular platform),11 million WhatsApp users and Over 300 licensed radio stations and 50+ free-to-air TV channels
“These are not just numbers; they are the exact channels the government must use to reach citizens at the right time, in the languages they understand,” Ssebugwawo stated.
Permanent Secretary Dr. Aminah Zawedde explained that the days of PR officers being left out of the loop are over. Under the new policy rules every Ministry, Department, and Agency (MDA) must design a Communication Strategy aligned with the national policy and allocate money for it in the current budgeting cycle.
“Communications officers must rigorously fact-check details before publishing. They must know exactly what services a government program offers, who qualifies, and where citizens can get help,”she stated.
Dr Zawedde called for collaboration on multi-agency government projects to ensure a unified, harmonized message rather than contradicting one another.
“We must look beyond the number of press releases issued or meetings held,” Zawedde concluded. “Did the information reach the audience? Did they understand it? Did they know what to do next? That is our new metric.”
The launch concluded with Ministers Lumumba and Ssebugwawo cutting the ceremonial ribbon on a giant tripod dummy of the policy document, followed by key officials appending their signatures to signify a new era of transparent, well-funded, and coordinated state communication.
