Newly elected Members of Parliament (MPs) under the ruling National Resistance Movement (NRM) have been equipped with practical media engagement skills, as the party deepens efforts to align leadership communication with its development agenda.
The training session, held Monday at the National Leadership Institute (NALI) in Kyankwanzi, was led by Allan Kasujja, Executive Director of the Uganda Media Centre, who urged legislators to prioritize substance, discipline, and consistency in their public messaging.
Kasujja advised MPs to shift focus from campaign rhetoric to development communication, emphasizing the government’s ambition to grow Uganda into a 500 billion dollar economy.
“The political season is over. Let us now focus on development issues and communicate them effectively to the public,” he said, adding that the Uganda Media Centre stands ready to support legislators in delivering clear and impactful messages.
He cautioned MPs to be mindful of their public statements, noting that “microphones are always on” in today’s fast-paced media environment, where remarks can quickly spread across traditional and social media platforms.
“It is acceptable to take time to verify facts before responding to journalists. Do not feel pressured to comment on every issue immediately,” Kasujja said.
The media expert also warned against the growing tendency among public officials to seek attention through dramatic or sensational statements, urging MPs to instead build credibility through factual and measured communication.
“Credibility beats going viral. What excites today may harm your reputation tomorrow,” he noted.
Kasujja further guided MPs on conducting structured press briefings, encouraging them to begin with clear opening statements, anticipate difficult questions, and steer conversations toward key policy issues.
He stressed the importance of maintaining professionalism in interactions with journalists, warning that hostility or dismissive language can backfire and damage public trust.
On the use of social media, Kasujja reminded legislators that online platforms carry the same weight as traditional media, calling for caution and responsibility in digital engagement.
The session also addressed crisis communication, with MPs advised to respond calmly and promptly to controversies while avoiding defensive or arrogant reactions. Kasujja emphasized that MPs speak not only as individuals but also as representatives of Parliament, and should therefore uphold institutional integrity.
The training forms part of the ongoing NRM leaders’ retreat aimed at orienting newly elected MPs on governance, communication, and policy priorities as they begin their legislative duties.
