Communication is the process by which we exchange information between individuals or groups of people. It is a process where we try as clearly and accurately as we can, to convey our thoughts, intentions and objectives. Means of communication on the other hand refer to the agents, instruments, methods or resources used to impart or interchange thoughts, opinions or information.
Most well established organizations inUganda today use many types or means of communication to convey information to the audience but the most commonly used include print media which involves the use of books, newspapers, magazines, newsletters, and broachers, broadcast media which involves the use of radio and television channels to convey information, digital media involving the use of internet and mobile media. Other means of communication most well established organizations in Uganda use include recording media that is the use of music, records, and tapes, and film media as well involving the use of cinema, movies among others to convey information to the audience.
Much as the above means of communication most well established organizations use in Uganda are good, there is need to improve on them since they are not fully effective. Print media are light weight, portable, disposable publications printed on paper and circulated as physical copies. They hold informative and entertaining content that is of general or special interest. They are published once or daily, weekly, biweekly, monthly, bimonthly or quarterly. Print media in Uganda encompasses newspapers, notices, newsletters, magazines, broachers, and books.
Most well established organizations in Uganda use newspapers such as The New Vision, The Daily Monitor, The Observer, Bukedde, and Rupiny among others to convey information to the intended audience. Besides newspapers, they also use books, newsletters, magazines, and broachers where they put information regarding the organization majorly what the organization deals in for example finances, and products.
The medium the organization chooses will depend on their objective. In Uganda, the use of newspapers has an advantage since there are a couple of newspapers which are in different local languages for example Rupiny in Luo, and Bukedde in Luganda Additionally, most well established organizations in Uganda use broad cast media.
Broadcast and electronic media today are portable sources of entertainment and information distributed by wired and wireless radio and television stations and networks, sounds, and video recordings. Most well established organizations in Uganda use television and radio channels to advertise about the availability of a product or services creating awareness among the customers.
Television channels most well established organizations in Uganda use include Uganda Broadcasting Corporation (UBC), Bukedde television, Wavamuno Broadcasting Services (WBS), Urban television, and Nile Broadcasting Services (NBS) among others. Furthermore, radio stations such as Capital FM, K FM, Radio Uganda, Radio West, Radio Rupiny, and X FM are also used by most well established organizations in Uganda to convey information to the audience.
These media in most cases are preferred by most well established organizations in Uganda because most people are reached through the radio and television channels. The television is on the other hand more effective since it involves both seeing and listening.
Furthermore, most well established organizations in Uganda use digital media which involves the use of internet and mobile media which include electronic mail, websites, downloading, and streaming to cell phones and laptops to pass information to the audience. Electronic mail are nowadays preferred by most organizations because they convey information faster to the intended audience and yet at low or no cost thus reducing operational costs.
Also, well established organizations in Uganda use websites from which they post all the information regarding them right from the management, location, and products they deal in which can in most cases be downloaded freely by the intended audience. To emphasize, they also use mobile phones where they orally communicate or send messages to people for example some financial organizations send text messages to their customers to show any transactions that may have taken place. However, all these means of communication most well organizations use in Uganda are not fully efficient, they have weaknesses.
These weaknesses can be improved as follows. When using the print media, clear and simple words and illustrations or pictures should be used so that it is also easy for the layman to interpret. Also, print media such as newspapers should be translated in different local languages so as to increase on the audience. Newspaper outlets should be opened country wide so that even the rural areas are able to receive the newspapers in time.
These will help collect as much feedback as possible. Other than that, broadcast media such as television and radio stations should extend their reach countrywide so that the message being conveyed is absorbed by a much wider audience so as to obtain as much feedback as possible. Also, radio and television channels in Uganda should balance their programs by introducing programs for both the elderly and the youth so as to increase on the audience.
Besides that, the contents of television channels should be regularly revised in order to keep people updated with current information. Radio and television channels should as well migrate from analogue to digital broadcasting so that the audience is able to receive much clearer sounds and videos. Media communication is developing at a meteoric rate in order to ensure clarity and to eliminate any ambiguity.
The aforementioned means of communication which well established organizations use, that is, the print media which includes the use of books, newspapers, magazines, newsletters, and broachers, broadcast media which involve the use of radio and television channels, digital media which include internet and mobile media, recording media, and film media have played a vital role and continue to do so, in bridging the gap between people, commerce, education, healthcare, and entertainment.
Most well established organizations in Uganda use all these means to convey both written and verbal information to people. However, care should be taken when using print media by using simple and clear words in order to fetch more feedback.