Government Communication

A highly politicized environment carries an existential risk for the government; it increases the government's reliance on securing public support to maintain legitimacy and effectiveness (Allison, 2004; Graber, 2003).

In the absence of public support, the government is at risk of falling. This, in turn, is a national security risk.

The remedy for this is strategic government communication that is professional, transparent, and citizen-focused.

Here are the five key elements of the remedy:

1. Professionalize Communication Functions

Establish independent, skilled communication units staffed by trained professionals. Minimize political appointees. 

Develop clear codes of ethics and align communication practice with public relations standards, not political expediency.

Impact: Reduces political interference and prioritizes credibility and accuracy in public messaging.

2. Institutionalize Two-Way Communication

Implement citizen feedback mechanisms and processes. Use digital platforms such as websites, social media, and specialized apps. Hold town halls and regular consultations.

Promote dialogue over propaganda. Encourage listening as much as speaking.

Impact: Builds trust and legitimacy through participatory governance rather than image management.

3. Separate Government Messaging from Political Messaging

Create clear boundaries between party-political communication and state communication.

Use neutral, non-partisan communication in government channels.

Impact: Maintains public trust and protects communication departments from being politicized.

4. Embed Communication In Policy Process

Include communicators at the strategic planning and decision-making table.

Let them shape how policies are explained and understood, not just announced.

Impact: Makes communication proactive and integrated rather than reactive or cosmetic.

5. Strengthen Transparency and Accountability

Commit to open government by routinely sharing information on decisions, spending, and outcomes.

Link communication to performance indicators, not political gain.

Impact: Shifts the focus from persuasion to public service, reducing the need for permanent campaigns and constant image repair.

Transforming government communication from a political instrument into a professional public service is essential for strengthening democratic governance. 

This reduces the overreliance on manufactured public support and cultivates sustained legitimacy.

Dr. Ruth Owino is an Associate Professor of Communication at the United States International University (USIU-Africa). This is an excerpt from her upcoming book on Government Communication.