THE “VIRUS” IN OUR PUBLIC COMMUNICATION BY Dakuku Peterside
Purposeful public communication is a very important aspect of public governance especially in times of emergency. It provides opportunities for politicians and public office holders to educate, persuade and inspire trust among stakeholders. They are expected to achieve this through effectively conveying credible information, managing expectations, interacting with citizens, allaying fears and anxiety and providing necessary assurances. The ultimate goals are to raise awareness, cause change and transform societies. However, some politicians and public office holders continuously miss the point as they do not know how to pass their messages across appropriately to their audience or simply lack the capacity to do so . This has the capacity to send wrong signals and even create unnecessary tension and confusion among the public especially at difficult times like the current pandemic.