The views expressed herein are solely those of the writer.
There’s been a lot of talk lately about how well the Government is communicating with the public. Some people say the criticism is overblown. Others say it’s long overdue. The truth probably sits somewhere in between but one thing is clear: communication isn’t separate from governance. It’s a big part of how governance actually works.
It’s fair to say that communication should be judged in the wider context of what a government is doing. But that point shouldn’t be used to brush aside real concerns. People aren’t just asking for more noise or more press appearances they’re asking for clarity, consistency, and a better understanding of what’s happening and why.
A government can be working hard behind the scenes fixing roads, restoring services, rolling out policies. But if people don’t understand those actions, or if messages feel unclear or inconsistent, the impact gets lost. Governance isn’t just about outcomes.
It’s also about how those outcomes are explained and shared with the public.
That’s why it’s not enough to say, “Well, there were press conferences” or “Statements were issued.”
Communication isn’t just about putting information out there. It’s about whether people actually receive it, understand it, and trust it. Are messages clear? are different ministries saying the same thing? Are concerns being addressed quickly, or only after confusion sets in? These are the questions that really matter.
There’s also a tendency to dismiss public reaction as just “noise” or “perception.” But in communication, perception is important. If many people feel confused or think messages are mixed, that’s not something to ignore it’s something to look at closely. It usually means there’s a gap somewhere that needs to be fixed.
Of course, context matters. This is still a relatively new administration, and transitions are never smooth. There’s always a period of adjustment internally and publicly. But if anything, that makes strong communication even more important. When things are new and still settling, people need more clarity, not less.
It’s also not quite fair to suggest that critics are simply asking for “theatrics” or constant visibility. Most people aren’t looking for performance they’re looking for straightforward, timely, and honest communication. They want to understand decisions, not just hear about them after the fact. At the same time, it’s true that communication alone can’t carry a government. Good messaging can’t fix weak policy. But the reverse is also true, even good policy can fall flat if it’s poorly communicated. The two must work together.
So instead of dismissing criticism outright, it would be more useful to sharpen it. The real issue isn’t whether communication is happening it clearly is. The real question is how effective it is. Is it reaching people? Is it building trust? Is it helping the public feel informed and confident?
There are signs that the government understands this and is looking to strengthen its communication approach, including possibly bringing in a specialist. That’s a positive step. But it will only make a difference if communication is treated as a priority, not just an afterthought.
At the end of the day, governance isn’t just about what gets done. It’s about whether people understand it, believe in it, and feel connected to it.
Communication is what makes that possible. When it works well, it strengthens everything else. When it doesn’t, even good work can go unnoticed or misunderstood. So this debate isn’t a distraction. It’s actually an opportunity to improve how government connects with people, and in doing so, to strengthen governance itself.
Communication is governance when it is strategic, consistent, and participatory. By embedding PR discipline message alignment, feedback loops, and impact framing, governments can strengthen trust, reduce confusion, and ensure that policy outcomes resonate with the public.
The Author: Val Matthias is a Broadcaster, Journalist, and Communications Specialist with expertise in public relations and strategic communication
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