Mathe highlights need for skills, coordination in govt messaging
Information and communication technology ministry executive director Audrin Mathe has called for a shift from traditional communication methods towards a more strategic, outcomes-based approach in the government’s engagement with citizens.
He also stressed the need for improved coordination and investment in skills and cross-cultural communication within government communication structures.
Delivering his keynote address at a three-day government communication engagement held in Rundu last week, Mathe emphasised that strengthening communication capacity requires investment not only in systems but, more importantly, in people.
“Our communications officers must develop technical skills for digital platforms and data analysis tools, strategic communication skills for impactful campaigns, and cultural competence to navigate Namibia’s linguistic and cultural diversity,” he said.
Mathe called for a shift away from measuring government communication solely by outputs such as media releases and social media posts, urging instead the use of metrics that assess public understanding, trust in institutions and democratic participation.
“Regular evaluation and adaptation must become standard practice. We must begin with baseline measurements, conduct regular assessments and use the results to refine our approaches,” he said.
Engage better
Mathe underlined the need for better coordination between offices, ministries and agencies, particularly during crises, to avoid confusion and conflicting messages.
“Citizens experience the government as a single entity. Our role at the ministry of information must go beyond technical systems to include messaging frameworks and citizen engagement strategies.”
Speaking at the same event last week, Rundu Rural constituency councillor Paulus Mbangu highlighted the mismatch between how the government communicates and how the public receives that information.
“This is why the Access to Information Act was enacted. I urge the National Assembly to fast-track the appointment of the information commissioner and deputy commissioner,” Mbangu said.
He underscored the importance of transparent, timely and accessible communication and encouraged participants to share ideas to improve strategies that foster trust and public engagement.
He also stressed the need for improved coordination and investment in skills and cross-cultural communication within government communication structures.
Delivering his keynote address at a three-day government communication engagement held in Rundu last week, Mathe emphasised that strengthening communication capacity requires investment not only in systems but, more importantly, in people.
“Our communications officers must develop technical skills for digital platforms and data analysis tools, strategic communication skills for impactful campaigns, and cultural competence to navigate Namibia’s linguistic and cultural diversity,” he said.
Mathe called for a shift away from measuring government communication solely by outputs such as media releases and social media posts, urging instead the use of metrics that assess public understanding, trust in institutions and democratic participation.
“Regular evaluation and adaptation must become standard practice. We must begin with baseline measurements, conduct regular assessments and use the results to refine our approaches,” he said.
Engage better
Mathe underlined the need for better coordination between offices, ministries and agencies, particularly during crises, to avoid confusion and conflicting messages.
“Citizens experience the government as a single entity. Our role at the ministry of information must go beyond technical systems to include messaging frameworks and citizen engagement strategies.”
Speaking at the same event last week, Rundu Rural constituency councillor Paulus Mbangu highlighted the mismatch between how the government communicates and how the public receives that information.
“This is why the Access to Information Act was enacted. I urge the National Assembly to fast-track the appointment of the information commissioner and deputy commissioner,” Mbangu said.
He underscored the importance of transparent, timely and accessible communication and encouraged participants to share ideas to improve strategies that foster trust and public engagement.
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