By Spy Uganda
In a bid to safeguard Uganda’s global image and streamline government messaging, President Yoweri Museveni has appointed media expert Simon Kaheru to head the newly inaugurated National Strategic Communication Committee (NSCC)—a move aimed at tackling uncoordinated communication that threatens the country’s reputation and economic interests.

The committee’s formation follows Museveni’s directive issued on April 19, 2023, during a meeting with a Serbian business delegation. He emphasized the need for a unified voice—especially when communicating on tourism, one of Uganda’s top export sectors.
“Not everybody should speak anyhow… This undermines the centrality of Brand Uganda in foreign markets,” Museveni said, urging ministries to align under one communication strategy.

Crisis Communication, Image Repair, and Tourism at the Forefront

While the NSCC was officially launched this week, it has been operating informally since October 2024, according to Dr. Amina Zawedde, Permanent Secretary in the Ministry of ICT and National Guidance. She underscored that the committee’s main task is to strengthen crisis communication and counter negative international narratives, particularly during national emergencies.
“Shaping the country’s perception is a collective responsibility,” Zawedde noted. “The consequences of poor communication affect everyone.”
With Uganda increasingly under the international spotlight, government leaders say the NSCC will ensure communication reflects the country’s ambitions in tourism, investment, and trade.
Simon Kaheru to Steer National Narrative
At the helm of the committee is Simon Kaheru, a respected media and communications specialist, now tasked with aligning government voices and enhancing Uganda’s narrative both locally and globally.
The committee’s diverse membership includes high-profile figures such as:
- Edith Nakalema – State House Investors Protection Unit
- Dr. Charles Olaro – Ministry of Health
- Sandor Walusimbi – Presidential Press Secretary
- Amos Wekesa – Great Lakes Safaris (private sector rep)
- Ofwono Opondo – Uganda Media Centre
- Margaret Kafeero – Ministry of Foreign Affairs
- Col. Deo Akiiki – UPDF spokesperson
- Marcella Karekye – Government Citizen Interaction Centre (GCIC)
State Minister for ICT, Joyce Nabbosa Ssebugwawo, commissioned the committee, calling its work essential in promoting a “balanced, accurate, and constructive” image of Uganda to both citizens and the international community.
“When we are not joined up, it adversely impacts Uganda’s international image and economic prospects,” she warned.
A Unified Voice in the Digital Age
With conflicting statements from various agencies having damaged Uganda’s credibility in the past, the NSCC marks a significant effort toward cohesive public messaging. Coordinated by the Ministry of ICT under Dr. Chris Baryomunsi, the committee will focus on research, training, crisis response protocols, and media engagement.
Odrek Rwabogo, Chair of the Presidential Advisory Committee on Exports and Industrial Development, stressed that strategic communication is vital to economic progress.
“The structure of our work should include research, training, technical support, and leadership,” Rwabogo said.
Next Steps: From Strategy to Execution
Although the committee’s ambitions are bold, leaders acknowledge the resource constraints. Dr. Zawedde advised prioritizing low-cost, high-impact actions while laying groundwork for long-term influence.
Whether promoting Uganda as a prime tourist destination or defending its image during global scrutiny, the NSCC’s mission is clear: Tell Uganda’s story better—and together.
What is the primary goal of the NSCC according to the provided information?