The media landscape in Uganda — and across Sub-Saharan Africa — has transformed dramatically over the last decade. Television and print remain influential, but digital platforms, WhatsApp broadcast lists, podcasts, and online newsrooms have created entirely new pathways to the public.
For civil society organisations, this creates both challenges and extraordinary opportunities.
Understanding the Modern Journalist
Today's journalists are working faster than ever, often managing multiple platforms simultaneously. They value sources that are responsive, provide ready-to-use materials (high-resolution photos, B-roll footage, clear data visualisations), and can speak in quotable, non-jargon language.
Building a Media List That Works
A good media list is not simply a directory of newsrooms. It maps specific journalists to their beats and interests, includes mobile contacts (preferred in Uganda), and is updated at least quarterly.
Crafting Press Materials That Get Used
Press releases that arrive with strong accompanying visuals are significantly more likely to result in coverage. Our team always bundles press materials with high-resolution photography and, where possible, a short video summary for television and social media teams.
Earned vs. Paid Media
Invest in earned media relationships, but don't neglect strategic paid placements — especially for radio, which remains the dominant medium in rural Uganda. A hybrid approach yields the strongest results.