Somalia bids to emulate Kenya tourism, culture
Fourteen directors and senior
officials of the Ministry of Information, Culture and Tourism of the Federal
Republic of Somalia on Saturday, March 14 returned to Mogadishu following a
week of intensive strategic communications and public management training in
Nairobi, Kenya.
The training was organized by the
African Union Mission in Somalia (AMISOM) to equip the senior management team
from the ministry with skills that the country needs, especially in telling the
story of its political, social, economic and security improvements to a global
audience.
“The Ministry of Information,
Culture and Tourism is key in giving visibility to the successes and improvements
happening in Somalia,” said Abdirahman Yusuf Al Adala, the director general in
the ministry. “We are grateful for the cooperation and support of AMISOM over
the years and this training of our staff is important in giving them a global
perspective to be able to fully tell our story to the world.”
Among other topics, the officers
were taken through best practices in developing effective strategic
communication plans against competing priorities; developing key messages for
priority programs and campaigns; conducting research and audience insight on
communications implementation tactics; developing and keeping a communications
master grid; and undertaking qualitative and quantitative research to inform
communication strategies.
“What we are endeavoring to do is
to create awareness and knowledge to have these leaders become more strategic
and be thought leaders towards the public affair conversation and towards
policy development in Somalia. I am sure that moving forward they will make a
big change because they are instrumental in taking the government agenda to the
public in Somalia,” said public management expert Anne Gichuhi.
During her lecture, Gichuhi took
the participants through the key aspects of public affairs management, public
policy analysis, community relations, brand management and various simulations
centered around building community relations.
As part of this training, the
officers visited Radio Africa Group which started operations 13 years ago and
now publishes The Star newspaper, and owners of Kiss and Bamba TVs, and nine
radio stations that include Kiss FM, Classic 105, Radio Jambo, 105.5 XFM and
Gukena FM. The media company also runs a popular digital platform called
Mpasho.
Here the team was met by the
executive team, including managing director William Pike, group head of content
Paul Ilalo and news editor Francis Mureithi who spoke to them about the
importance of establishing ties in order to ease the exchange of expertise,
information and management tips.
“It's in our interest to further
this relationship and to grow it so that we are able to serve the interests of
the people of Somalia and Kenya as best as we can. On our part, we are willing
to cooperate and to work with Somalia to tell the good stories. There’s a lot
that happening in Somalia that doesn’t get told. We have platforms that can
tell those stories and we are hoping that at the end of this we will be able to
establish necessary links to be able to tell these stories,” said the GHC after
taking the team through the newspaper, radio, digital, advertising, marketing
and distribution departments of Radio Africa Group.
Speaking on behalf of the
participants, Mohamed Ibrahim Mohamed expressed gratitude to AMISOM for
organizing the training which he said had given them new perspectives. “We had
a good workshop, we exchanged ideas and when we go back to Somalia we will have
the energy to execute our mandate as Ministry of Information, Culture and
Tourism staff.”
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