Disruptions in vital public services are a common occurrence in Dhaka. For instance, electricity may be unavailable in certain areas for extended periods, or roads may be closed for maintenance work. While the government usually provides advance notice for such disruptions, the information shared tends to be limited. Often, the reasons behind the maintenance work or disruptions, the specific issues being addressed, the impact on the public, necessary preparations, and future expectations are not adequately communicated.
This lack of comprehensive information can lead to confusion, fear, inconvenience, and a lack of trust among the public. Strategic communication goes beyond merely informing people about what is happening; it aims to provide explanations for why things are happening, why it matters, how individuals will be affected, and what steps they should take. In Bangladesh, there are communication institutions in place, but they often operate independently, lacking coordination and a unified communication strategy. Rather than being proactive and addressing potential information needs before they arise, these institutions tend to react after the fact.
Government communication in Bangladesh often focuses on highlighting the involvement of senior officials rather than clearly explaining policies and their implications for the general public. The current communication approach is heavily reliant on press coverage, centered in Dhaka, and primarily focused on visibility rather than fostering shared understanding and public trust.
To bridge this communication gap, a paradigm shift towards audience-centric communication is essential. This approach involves understanding the public’s information needs, addressing concerns, providing practical guidance, and dispelling potential misconceptions. Strategic communication should align with policy objectives, cater to audience needs, involve coordination across relevant institutions, utilize appropriate messengers and channels, and be evaluated based on its impact.
The recent example of the Prime Minister’s visit to China illustrates the importance of a well-defined communication strategy. While Bangladesh highlighted the meetings and agreements signed during the visit, the communication lacked a distinct narrative centered on Bangladesh’s interests and objectives. Chinese official communication, on the other hand, consistently framed the visit within China’s strategic priorities. This disparity in communication highlighted the need for a more focused and audience-centric approach to effectively convey the significance of such events to the public.
Effective strategic communication requires a disciplined use of evidence and audience insights, clear communication objectives tied to policy goals, coordinated messaging across government institutions, and tailored delivery through trusted messengers and appropriate channels. It should also prioritize two-way engagement, ensuring that communication is not only accurate and transparent but also fosters public understanding, supports policy implementation, combats misinformation, and strengthens trust between citizens and the government.
