By Eleanor Gee

A government department at a workshop with journalists yesterday, has requested to partner with the media to promote government messages.

The department seems to be faced with the challenge of not getting their key messages across to the public.

Some advice was provided from the participant journalists on what government might consider when promoting key messages via the media to the public.

However, a few journalists raised the independent role of the media, and whether or not the department fully understood the role of the media.

Worldwide, governments hire media or communications teams who have the skills to put together strategic communications plans to promote timely, clear key messages, through the relevant media platforms, including press conferences, events and public consultations, to reach their specific audience. This information is of vital importance to the public understanding, and the government's commitment to transparency.

In addition, journalists pointed out that it is very important that the relevant government officials are also easily accessible to answer media queries in a timely fashion.

The role of the media is to clarify these messages, and to report on the good and the bad to their audience, many of whom are tax payers and want to know if they are getting value for money and how development and recurrent budgets are being spent.

The role of the media is not to mouthpiece what government tells them to publish, no matter how important the topic. The success of a government-media relationship depends on the editorial independence of the media.

Climate change

During the workshop, the Department of Climate Change staff presented an overview of their structure and Tonga’s approach to addressing climate change and disaster risk management.

This is being done through a Joint National Action Plan, which includes projects such as strengthening foreshores to combat sea level rising and land erosion, and increasing renewable energy among others.