Former BBC journalist Alan Kasujja has promised sweeping reforms in the way government communicates as he officially assumed office as the new Executive Director of the Uganda Media Centre.
Kasujja, who was appointed by Yoweri Museveni in January, took over from Obed Katureebe, who has been serving as the acting Executive Director since the departure of Ofwono Opondo to join elective politics last year.
Speaking during the handover function, Kasujja said it would not be business as usual during his tenure.
“This is not just a mere change of guard. This is a fundamental change. It is not business as usual. Uganda is at an inflection point, and the story we tell about our country — and how we tell it — will shape the decade ahead,: he said.
"Uganda has ambitious goals, including tenfold growth. It is a bold and audacious vision, but one that is achievable and time-sensitive. This vision is anchored on four transformative sectors: agro-industrialisation, tourism, mineral development, and science, technology and innovation,” Kasujja added.
He said government communication ought to support the development of the country, noting that his tenure will ensure this is achieved.
“We want to see a government that speaks with one voice. Fragmented messaging is not only inefficient, it erodes public trust — something we cannot afford. Competing voices across ministries, departments, and agencies undermine credibility, and this is an issue we are going to address,” Kasujja said.
The new Uganda Media Centre boss said that in the past, Uganda’s image abroad had often been portrayed negatively, noting that the time had come to correct the narrative.
“Speaking with one voice is not about uniformity — it is about coherence. It is about being heard and understood. It is about building trust and delivering impact. When government communicates clearly, citizens respond with confidence,” he said.
The Minister for ICT and National Guidance, Chris Baryomunsi, said that with the new dynamics in the media landscape, having vibrant government communication is key, noting that Kasujja is expected to deliver on this.
“We now have hundreds of radio stations, numerous television channels, and a wide range of print and digital platforms. Social media has further transformed the communication landscape. This evolution makes it necessary to have strong institutions and systems to regulate and coordinate communication,” Baryomunsi said.
Baryomunsi pledged to support the Uganda Media Centre in strengthening linkages with other government communication units, especially at the district level.
“We will also ensure that government communication is effectively delivered through existing platforms. For instance, broadcasters that are licensed are required to provide free airtime for government messaging. We will work to ensure that this airtime is used efficiently and reflects the government’s position clearly,” he said.
“Going forward, we will engage further to explore practical solutions. For example, the Media Centre could periodically consolidate key national issues and provide structured communication that guides messaging across the country. This will help ensure consistency, clarity, and effectiveness in how government communicates with the public.”
The Ministry of ICT Permanent Secretary, Aminah Zawedde, pledged support for the new Uganda Media Centre boss and his team.
“Today, communication goes beyond government messaging. It is about how the entire country is perceived. The image we project about Uganda is not only the responsibility of government, but also of every citizen. Therefore, this moment is more than an administrative transition. It represents a shift in leadership at a time when public communication matters more than ever,” Dr. Zawedde said.
“We are no longer dealing only with traditional communication. We are operating in an environment shaped by emerging technologies and evolving communication trends, which we must embrace,” she added.
