A critical analysis of Uganda Human Rights Commission’s Communication and visibility strategy (2019-2024)

Abstract

This study critically analyzed Uganda Human Rights Commission’s (UHRC) Communication & Visibility Strategy 2019-2024. Guided by the Nowak and Warneryd Communication Campaign Model and the Stakeholder Theory, the research examined how media engagement practices, audience segmentation, communication channels, and internal institutional support influence the effectiveness of UHRC’s communication and visibility strategy. The study utilized a qualitative case study research design. The study population and sample size included 15 people, who were purposively selected. Data was collected through interviews and document analysis. The findings revealed that UHRC uses an integrated media engagement approach. The success of these practices is, however, greatly impaired by obstacles that still exist such as budgetary limitations and misinformation. The study also found out that there was no formal guide to audience segmentation. The research established that the vast variety of communication channels employed by the UHRC are traditional media (radio, TV, newspapers), online platforms (website, social media, UHRC App, email), direct contact (community barazas, meetings, human rights clubs), and informational materials (IEC materials, branded items). There was lack of resources in the Public Affairs Unit with no adequate financial support and staffing (only three persons). The communication role and its contribution to the UHRC is not appropriately valued and appreciated. These internal impediments cause systemic obstructions towards realizing the objectives of the strategy since external communication activities cannot succeed without a good foundation internally. The study recommended increasing budget allocation to the Public Affairs Unit, devising a proactive media relations strategy, formalizing a data-driven audience segmentation model. Furthermore, the study recommends tailoring communication to specific audiences, developing a clear communication policy and finding other financial avenues to obtain funds to finance the Commission’s activities.