Why Efforts of Non-PR Employees Are Necessary in Promoting NEMA’s Public Relations and Brand Image

By William LUBUULWA

The National Environment Management Authority (NEMA) has recently faced significant backlash due to the eviction of communities from Lubigi and other urban wetlands. While these actions have led to public outcry and loss of property, they are necessary for environmental conservation and the prevention of future disasters.

Evictions aim at restoring the swamps to their former glories to help them perform their natural functions. Amidst this turmoil, the crucial role of non-PR staff in promoting public relations campaigns and enhancing NEMA’s image is more important than ever. These employees, often working behind the scenes, play a pivotal role in fostering a positive perception of the Authority, especially during hard times.

Apart from the PR staff, other employees, including field officers, inspectors, scientists, administrative staff, and other support personnel, are essential ambassadors of this institution. Their interactions with the public, stakeholders, and communities directly impact the organization’s reputation. When these employees communicate NEMA’s mission, values, and efforts effectively, they help build trust and credibility.

Field officers are often the first point of contact between NEMA and the host/affected communities. Their role in conveying the reasons behind the evictions and the long-term benefits of such actions is critical. By engaging with the community empathetically and transparently, field officers can mitigate negative perceptions and foster understanding. For instance, explaining how wetland conservation can prevent future disasters, enhance biodiversity, and contribute to climate resilience can help communities appreciate the necessity of evictions, despite the immediate hardships they face.

Scientists and environmental experts within NEMA provide the data and rationale behind policy decisions. Their ability to communicate scientific findings in a relatable and understandable manner is vital. When these experts share insights about the ecological importance of wetlands such as Lubigi and the consequences of their degradation, they reinforce the legitimacy of NEMA’s actions. Additionally, participating in public forums, workshops, and educational campaigns allows these experts to address concerns and answer questions directly from the public.

Administrative and support staff contribute to the internal stability and morale of the institution. Their behind-the-scenes work ensures that operations run smoothly, allowing front-facing employees such as those from the public relations office, and the Executive Director to focus on public engagement. When these staff members understand and align with NEMA’s public relations strategies, they become internal advocates who can share positive narratives within their personal and professional networks.

Are Wetlands Useful?

Wetlands like Lubigi are invaluable ecosystems that provide numerous ecological, economic, and social benefits. They act as natural water filters, reducing pollution and improving water quality. Wetlands also serve as buffers against flooding and drought, storing and releasing water as needed. Furthermore, they are hotspots of biodiversity, supporting a wide range of plant and animal species. Economically, wetlands contribute to fisheries, agriculture, and tourism, providing livelihoods for millions of people globally. Protecting these ecosystems is essential to mitigating worse impacts in the future, such as loss of human life due to flooding and other environmental disasters.

One of the critical steps in ensuring the success and public acceptance of these eviction exercises is the need for extensive sensitization and awareness campaigns prior to enforcement. Educating the communities about the reasons for evictions, the ecological and socio-economic benefits of wetland restoration, and the potential long-term risks of inaction can help reduce resistance and foster cooperation. Awareness campaigns should include community meetings, informational pamphlets, local media engagement, and collaboration with local leaders to spread the message effectively.

Role of Social Media

In the digital age, social media is a powerful tool for shaping public opinion. Non-PR employees can amplify NEMA’s message by sharing informative and positive content through their personal social media accounts. This grassroots approach helps reach a wider audience and adds authenticity to the campaign. Encouraging employees to use platforms such as X, Facebook, and LinkedIn to share success stories, environmental facts, and personal experiences can create a ripple effect, enhancing NEMA’s online presence.

During this critical time for the institution, security must be heightened, especially for front desk officers and those at the forefront of interacting with the larger public. Given the heightened emotions and potential for confrontation, ensuring the safety of these employees is paramount. NEMA should collaborate with security agencies to provide adequate protection and develop protocols to handle any threats or aggressive behaviour towards staff members. Providing a safe working environment allows employees to perform their duties confidently and effectively.

Given the perceivable and real threats faced by NEMA employees during this period, the institution must ensure robust support mechanisms. This includes providing psychological support and counseling services to help staff cope with the stress and anxiety associated with their roles. Regular training sessions on conflict resolution, personal safety, and stress management can equip employees with the skills needed to navigate challenging interactions. Additionally, establishing a clear communication channel for reporting and addressing threats ensures that employees feel supported and heard.

Education and awareness are fundamental to changing public attitudes towards wetland conservation. NEMA should invest in comprehensive educational campaigns that target schools, communities, and local leaders. Workshops, seminars, and interactive sessions can help demystify environmental policies and highlight the long-term benefits of conservation efforts. By partnering with educational institutions and NGOs, NEMA can leverage existing networks to spread its message more effectively.

Any Lessons Learned?

Oh yes! The extensive exercise surrounding the evictions in Lubigi, Lwera, Kaliddubi, Namataala and other wetlands has provided valuable lessons for NEMA and its stakeholders. Firstly, it has underscored the importance of proactive communication and community engagement in environmental management. Clear and transparent communication about the reasons behind conservation actions, such as wetland evictions, is crucial for gaining public understanding and support.

Secondly, the establishment of the Environment Protection Force has demonstrated the significance of strategic partnerships, such as collaboration with the police and Uganda People’s Defense Forces in enforcing environmental regulations effectively. This joint effort not only ensures compliance with conservation laws but also enhances security for NEMA personnel and the communities involved.

Thirdly, the exercise has highlighted the need for robust security measures to protect staff and maintain operational continuity during contentious environmental actions. Heightened security protocols, including risk assessments, training in conflict resolution, and psychological support services, are essential for safeguarding the well-being of frontline and administrative staff.

Lastly, the exercise has emphasized the critical role of education and awareness campaigns in fostering public support for environmental conservation efforts. Investing in comprehensive educational initiatives that target diverse audiences, from schools to local communities, helps build awareness about the ecological value of wetlands and the long-term benefits of conservation practices.

Although the Authority is facing challenges and criticism, the ongoing efforts in wetland conservation have yielded important lessons in effective environmental stewardship. By integrating these lessons into future strategies and initiatives, NEMA can enhance its capacity to protect Uganda’s natural resources while maintaining positive relationships with its stakeholders.

Mr. Lubuulwa is the Senior Public Relations Officer, NEMA.