Press Relations in Uganda: Strategic Guide for Effective Communication

Introduction
In Uganda, radio dominates the media landscape, press freedom is under pressure, and journalist relationships are primarily built on trust and direct contact. This guide provides key insights to understand the Ugandan media landscape and optimize your communication strategy.

1. Uganda in Brief

• Capital: Kampala

• Population: approximately 42 million

• Area: 241,000 km²

• Official Languages: English (administration), Luganda widely spoken

• Currency: Ugandan Shilling (UGX) — 1 € ≈ 4,000 UGX

• Economy: mainly agricultural, transitioning toward oil and services

2. Press Freedom: Official Framework but Under Control

• Constitution guarantees freedom of expression

• Frequent political pressure and intimidation

• Media Council of Uganda oversees regulation and potential censorship

• Common self-censorship in newsrooms

• Increasing Internet access and growing use of social media (Facebook, X/Twitter, WhatsApp) for news

Key takeaway: Uganda has a diverse media landscape, but it remains politically monitored.

3. Key Media in Uganda

Print Media

• New Vision – state-owned daily, widely circulated

• Daily Monitor – main private daily

• Bukedde – popular Luganda tabloid

• Red Pepper – sensationalist press

• Weekly Observer – independent weekly

Radio (dominant, especially in rural areas)

• Radio Simba (97.3 FM)

• Sanyu FM

• Radio One FM 90

• Radiocity Kampala

• Galaxy FM

Television

• NTV Uganda (Nation Media Group)

• NBS Television

• Bukedde TV

• UBC (Uganda Broadcasting Corporation – public channel)

4. Specifics of Press Relations in Uganda

• Direct contact via phone or WhatsApp is the norm

• Email is still useful for sending press releases, files, or invitations

• Per diem expected for covering some events (variable depending on distance/status)

• Free publication possible if strong journalistic value

• Otherwise, plan a budget (~300,000 UGX / ~75 €)

• Relationships are based on respect, consistency, and transparency

5. Tips for Distributing a Press Release

• Target the right media based on audience, language, and region

• Write a clear press release adapted to local context

• Contact journalists directly (WhatsApp/calls)

• Send documents by email with optimized visuals

• Budget for per diem and potential sponsored publication

Pro tips:

• Rural areas → focus on community radios

• Urban areas → prioritize private TV (NTV, NBS) and newspapers like Daily Monitor

Conclusion
Effective communication in Uganda combines message relevance, strong personal relationships, and adaptation to local realities. A reliable contact network and professional approach significantly increase your chances of media coverage.