Communication expert, Paula Fray (Pictured) highlighted that institutions are increasingly engaging with the stakeholders including but not limited to policy makers, CSOs and their membership for example trade unions and informal economy associations with the aim of promoting social change and development. However, there is a challenge in communication that makes it difficult to cause a desired change. This calls for a comprehensive vision and understanding of the benefits of communication planning to enhance engagement with the audience.
Fray said this during a communication strategy training workshop targeting leadership of both Platform for Vendors of Uganda (PLAVU) and Amalgamated Transport and General Workers’ Union (ATGWU).The workshop was hosted by Friedrich Ebert Stiftung Uganda in partnership with FES Media Africa between 26th and 30th August 2019.
The training workshop aimed at empowering the two institutions to effectively articulate, represent and advance their interests, causes and goals in the policy making process. The event also aimed at guiding the institutions in using modern communication methods to broaden opportunities for socio-political participation and social change and engaged participants on developing a communication strategy guided by clear organizational aims and objectives, target audience analysis, developing diversified messages to connect and engage with a target audiences, formulating tailored internal and external communications strategies, turning messages into press releases, choosing implementation strategies, identifying monitoring and evaluation approaches and developing communication tools.
The training was participatory in nature as evidenced by series of group activities undertaken by the participants from both PLAVU and ATGWU.
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