Analysis of external communication in enhancing awareness of public enterprises: a case of the ministry of information, youth, culture and sports

The aim of this study is to analyze External Communication in Enhancing Awareness of Public Enterprises with the Ministry of Information, Youth, Culture and Sports as case study. The study specifically intended: (i) To audit the communication initiatives undertaken by Ministry of Information, Culture Youth and Sports (ii) To examine the level of utilization of channels of communication by Ministry of Information, Youth and Culture and Sports (iii)To identify challenges of external communication practices undertaken by Ministry of Information, Youth, Culture and Sports. Both qualitative and quantitative methods were employed in data collection (triangulation). A total of 27 respondents (lay people) participated in FGDs and documentary review of 9 ministerial documents was made. Quantitative data was obtained through reviewing 240 copies of Daily News and Mwananchi newspapers. The study revealed that little communication initiatives undertaken by responsible ministry in enhancing awareness on public enterprise among general public. Out of a total of 2069 articles communicated to the public from January to April 2014, only 13 articles (0.6 percent) were from Ministry of Information, Youth, Culture and Sports. Inefficiency in utilization of communication channels need redress. The same applies to challenges confronting Government external communication to general public. In the light of findings from this study, the following recommendations are put forward: The government should devise an effective communication and information dissemination mechanisms to ensure constantly informed public on Government business/performance; establish a special TV and Radio Programme for informing the general public on Government; strengthen interpersonal communication; strengthen communication targeting rural and remote areas using tailor messages and channels; reduce price of newspapers and digital television sets so as to enable the majority to access the information. Moreover, strengthening complaints management system and ensuring press freedom to enhance media work independently are pertinent.