### Institutional communication in the DRC: a poorly engaged horse race
**Introduction**
In the digital age where information circulates at the speed of light, institutional communication should be a strategic tool at the service of good governance. Unfortunately, in the Democratic Republic of Congo (DRC), it is similar to a real horse race where the first which makes noise harvests laurels, often to the detriment of communication efficiency. This discrepancy between the communication strategy and the current reality raises deep issues concerning responsibility, clarity and coordination within the institutions of the Republic.
** The spirit of buzz: a contemporary evil **
The recent events around Tina Salama’s statements, spokesperson for the Head of State, highlight a disturbing phenomenon: the thirst for personal visibility often takes precedence over institutional imperatives. In an era where the buzz is king, it has become commonplace that the information is disseminated without prior coordination. This method creates a fragmented communication landscape where each actor communicates for personal purposes rather than the institution’s service.
Take the example of the international press which has the habit of directly questioning personalities which, within the current framework, can be interpreted as a lack of respect for the institutional hierarchy. In her interview with Reuters, Tina Salama tried to clarify the position of the DRC in the negotiation process with the M23. In doing so, she involuntarily trampled on the work of Patrick Muyaya, the Minister of Communication, who comes up against an inability to respond in a coherent manner during a briefing. Such a situation can cause a lack of confidence in institutions.
** The dynamics of public communication **
It is crucial to return to the fundamentals of institutional communication. The spokesperson for the Head of State, as an official voice, must not only reflect the position of the president, but also embody the unity and coherence of government discourse. The question arises: who is responsible for these dysfunctions? Does the pressure of being reactive on social networks encourages acting without thinking about the consequences? The answer could be affirmative, the analysis of communication strategies in other countries that have sailed in the informational tumult could provide interesting avenues.
** Lighting examples: how others speak with a goal **
Take the case of Germany, which, under the direction of Chancellor Angela Merkel, managed to master institutional communication in times of crisis. Each speaking was previously thought out and was part of a strategic framework. Spokesures acted as transmission channels, carrying messages formulated in a collective framework, rather than individual influences.
A study by the Reuters Institute for the study of journalism in 2022 revealed that governments with a structured and disciplined approach in their communication generate increased confidence with citizens. In the DRC, a lack of coordination and a reversal of roles could cause the opposite effect, fueling skepticism and confusion.
** Towards reflected communication austerity **
It becomes imperative to include institutional communication in a dynamic of discipline and order. Communication austerity does not mean a reduction in discourse, but rather a highlighting of institutional values and a strengthening of solidarity between the branches of the government. Creating a communication framework where each actor knows his role and space could reduce the risk of dangerous telescopages.
It would be wise to set up regular training for animators of institutional communication. This would involve revising information validation processes before it disseminated, and a better definition of the roles of each actor. An annual communications monitoring report could also be useful in order to assess the impact of the latter on public perception.
** Conclusion: a better future at hand **
Finally, the DRC needs to act. This requires a clear political will and robust institutional practices. The word of the President of the Republic must transcend individuals, and each communication must enrich the confidence of the population towards its institutions. The key lies in the establishment of a transparent communication framework, where interactions and content feed on collective intelligence rather than personal interests. This could transform the reputation of the DRC, on the national and international scene, and restore to its institutional communication the stature it deserves.