— On Thu, 9/11/08, Magaga Alot wrote:
From: Magaga Alot
Subject: SPEECH EAC COMMUNICATIONS STRATEGY TO MEDIA WORKSHOP 110908
Date: Thursday, September 11, 2008, 1:36 AM
To All Correspondents
Please find as attached herewith text of Speech to Deutsche Welle Seminar for Media Practitioners on EAC Re-Branding Project for your kind attention and publicity in your media, in view of the immediate next stage that is about to be launched of system wide consultative and participatory process in the formulation and development of the new EAC Publicity and Marketing Strategy under the EAC Re-Branding Project.
Magaga Alot
Head, Directorate of Corporate
Communications and Public Affairs
EAC Secretariat
Arusha
– – –
Date: Thu, 11 Sep 2008 03:54:54 -0700 (PDT)
From: Leo Odera Omolo
Subject: Fw: SPEECH EAC COMMUNICATIONS STRATEGY TO MEDIA WORKSHOP 110908
– – – – – – – – – – –
EAC’S
CLOSE ENGAGEMENT WITH THE MEDIA – EAC RE-BRANDING PROJECT
Speech
by Mr. Magaga Alot, Principal Information and Public Relations
Officer/ Head, EAC Directorate of Corporate Communications and Public
Affairs during the Deutsche Welle Seminar for East African Media
Practitioners
DIK
DIK HOTEL, ARUSHA, 10 SEPTEMBER 2008
As
located among other developing countries within the
globalizing world, the EAC project is a powerful intervention to lift
the East African region from centuries old marginalization and
exploitation by better organized communities in the world society.
This marginalization is complex and comprehensive and involves the
relegation of the developing world in the global economic as well as
information society.
Recognizing
this predicament, the Treaty for the Establishment of the East
African Community envisions the transformation of East Africa from
its current state of relative underdevelopment into a fast
modernizing region of the world. The Treaty
underscores that the East African regional integration process shall
be people-centered. The people are the actors and the beneficiaries
of the regional integration process, from the decision making to the
implementation stages of the regional projects and programmes.
The
EAC therefore attaches great importance to the role of the Media in
promoting awareness, discourse and involvement of
the broad range of stakeholders in the East African regional
integration process. Indeed, as the regional integration process
intensifies, the EAC is challenged more and more today to achieve and
demonstrate greater efficiency and effectiveness as
well as more visibility of its activities, achievements and
competitiveness in the region and beyond.
When
the people are aware of the Community, see it and feel its presence,
they would appreciate more and acknowledge its benefits and
prospects. They would get increasingly invested in the Community and
participate in its projects and programmes as well as apply positive
pressure on the leadership to ensure the viability and sustainability
of the Community.
It
is in this context that the EAC has, over the years, maintained close
engagement with the Media. We have constantly knocked on the doors of
the Media with appeals for all kinds of support to the EAC
information, education and advocacy effort.
The
success with which we have pursued this cause may be a moot point.
The EAC development story may not be as dramatic and headline
catching as the Media would crave it to be. The EAC projects and
programmes – long on workshops, seminars and studies – may not be
concrete enough to command livid Media or any attention. And the
East African public – both the leaders and the led – may be
preoccupied with more pressing, usually sensational, political
and other national issues and inclined therefore to constantly
postpone their attention to the regional agenda.
Be that as it may, rather than relax or relent, engage in hand
wringing, whining and pining, we intend to intensify these contacts
with the Media; do all we can and it takes, to improve on how the
EAC may effectively facilitate and empower the Media to enhance its
contribution to the EAC marketing and publicity effort. In this
regard, the EAC may have to constantly seek innovative ways and
means, including structural and overall capacity enhancement of the
IEC function, to render the EAC story more appealing and
compelling to the attention of the large audience. The Media
themselves may have to take deliberate interest in the development
story and as well seek innovative ways and means of presenting
it in captivating ways to their audiences.
These are the challenges that both the EAC and the Media must face
squarely in a collaborative effort to promote responsible development
journalism and positive sensitization of the East African people on
the regional integration and development agenda in view of what we
all acknowledge as the great and overriding importance of regional
integration for the benefit of the present and future generations.
We have therefore sustained these efforts and finally, since the
beginning of 2007, the EAC Re-Branding Project was launched
intended to involve the formulation and implementation of a new,
more dynamic EAC Marketing and Publicity Strategy and incorporate
the establishment of the EAC Directorate of Corporate
Communications and Public Affairs.
In pursuit of the project, in April 2007, the EAC held the first East
African Media Summit in Nairobi that was very successful, attended by
over 100 top media owners and practitioners of the EAC countries –
Kenya, Uganda, Tanzania, Burundi and Rwanda. The East African Media
Summit was the first major activity under the EAC Re-Branding
Project.
The EAC Media Summit has been institutionalized as an annual event in
the regional calendar with the holding of its second edition in Dar
es Salaam in April this year that was attended by over 150 high
profile media personalities in the EAC region, including Owners and
Chief Executives of Media Houses, Media Executives, Publishers,
Editors and Senior Practitioners from all the five EAC countries.
The impact and import of the Media Summit was probably best
summarized by the Secretary General of the East African Community,
Amb. Juma Mwapachu when, during the closing of the Dar es Salaam
Media Summit on 12 April 2008, he said that, “the spirit of the
East Africa Media Summit is solidifying. Indeed, the East African
Media could become a strong brand that we could henceforth market in
the region. We are evolving an East African Media brand that we can
use to promote EAC identity and imageâ€Â.
The EAC Re-Branding Project, though still largely a works in progress
is nevertheless a bold and ambitious scheme to enhance the visibility
and promote a positive and dynamic image of the EAC. The project
envisages substantial commitment of resources in the Corporate
Communications and Public Affairs function of the Community for,
among others, establishment of the EAC Media Centre that is geared to
apply advanced systems and technology in its print and electronic
media promotions. The EAC Media Centre is already operational,
initially with weekly Media briefings and it is planned the Centre
will be officially inaugurated on 30 September 2008.
Even more relevant to Deutsche Welle, I would inform you that in the
restructuring and revamping of the EAC Marketing and Publicity
effort, we intend to install a modern Radio and TV production and
dissemination facility at the EAC Headquarters that will link with
broadcast stations in providing quality, timely and in-depth
reporting about the EAC, including live reporting of important
events. This facility is about to be put in place with the
collaboration of the East African Public Broadcasters Association
that has been established as one of the inspirations and
initiatives of the East African Media Summit.
In the continuing revamping of the EAC corporate communications, the
new look EAC Website has been introduced following the recruitment of
the services of a Web Master, Web Editor and ICT/Information
Assistant under the EAC Re-Branding Project. The Directorate of
Corporate Communications and Pubic Affairs has also published new
generation EAC publications that have included the EAC Annual Report
(July 2006- June 2007), The EAC Update and other corporate
brochures as well as introduced a regular (fortnightly- weekly) EAC
e-newsletter.
No doubt, the EAC Re-Branding Project will rely heavily on the
collaboration of the Media for its success. In particular, we would
like to engage with the broadcast media in promoting continuous news
coverage of EAC activities, including the deliberations of the East
African Legislative Assembly; incorporation of regular EAC feature
programmes; and special promotional programmes, particularly of
interactive nature, within the independent Media programming.
It
is recognized that the way the EAC manages its business determines
how the media accommodates/ gets interested in the organization.
Conversely, what the people know about the EAC stems less from
the processes the organization engages and more from what the media
puts out about the organization.
Depending,
therefore, on how effectively the EAC performs and promises, we hope
the Media will project and promote the EAC through positive Media
coverage. We would then have gone a long way to harnessing the force
and power of the Media to positive EAC outcomes as we look to the
period ahead of positive Media portrayal of the EAC and enhanced
popular awareness, appreciation and participation in the EAC
integration process.
On
the whole, the Media have sterling role to get the
region to embrace regional integration with passion, dedication and
commitment for the benefit of the present and future generations of
East Africans. We are confident that your hearts go out to
East Africa as ours do; and look forward to working closely with you
in promoting the East African Community.
With these remarks, I thank you for your interest in the East African
Community and wish you great success.