Assessing strategic communication for selected NGOs in Kampala

Abstract

Strategic communication has been identified as key in improving stakeholder perceptions, increasing stakeholder confidence, harmonizing organizational communications by preventing contradictory and confusing messaging as well as increase visibility of the organization’s work. This study examines the degree to which NGOs apply key tenets of strategic communication in their information sharing mechanisms. The study concentrated on NGOs in Kampala with emphasis on Action Aid Uganda (AAU), Development Network of Indigenous Voluntary Associations (DENIVA) and Collaborative Development Kawempe (CODEK.)

Situated in the agenda-setting theoretical framework which stresses the role of the media in influencing public thinking and what the public views as important and what is not, the study was premised on the belief that as change, service delivery and social mobilization agents, NGOs need to be more strategic in their communications if they are to achieve their goals which include influencing government policies, public perceptions, advocacy and rallying people to embrace positive behaviours and practices. It used a mixed methods approach combining both qualitative and quantitative approaches but relying more on the qualitative approach with questionnaires, interviews and review of secondary sources as data collection methods. The study found that strategic communication is not well established in NGOs. They apply some principles of strategic communication while ignoring others. The study found that while NGOs have communication strategies, their communications are not always informed by those strategies. In order to strengthen strategic communication in NGOs, this study recommends that NGOs prioritize planning and fundraising for their communications and dedicate a minimum of at least 5% of the overall project costs to support their communication functions. In their coverage and training, media houses and training institutions should also take NGO reporting as a beat akin to other specialized reporting fields such as parliament, court, crime and business