AFRAA at the Uganda Airlines Media Lab


AFRAA Secretary General – Mr Abderahmane Berthé and Senior Manager Business Development & Communications – Ms Maureen Kahonge joined Uganda Airlines Leadership Team to facilitate a media Lab for Uganda Airlines and Ugandan Media from 04 – 05 July 2023 in Uganda.

Due to the industry’s complexity, it is imperative to find ways of bridging the information gap between the media and the Airline and with a long-term goal of the media understanding aviation and observing balanced reporting. The objectives of the initiative included:

  1. To understand the media’s perspectives, share information from Uganda Airlines Leadership Team and subject matter experts
  2. To create a support framework for balanced media coverage of aviation and airline sector matters.
  3. To bridge and strengthen relationship between Uganda Airlines and media.
  4. To manage the expectations of the media and start a journey of nurturing journalists to practice responsible reporting.
  5. To broaden the pool of journalists for reporting on aviation and airline industry subsector matters.

The interactive Media Lab provide much-needed clarity on the industry perspective. Selected Editors and Senior Journalists attended, including leading media houses: New Vision, Daily Monitor, The East African, NTV, NBS Television, Capital FM, CBS Radio, Radio One, Weekly Observer, Business Focus, Business Times, Uganda, Media Centre, 256 Business News, Chimp Reports, Bukedde News Paper, Government Citizen Interaction Centre.

In depth presentations made by AFRAA covered:

  • The State of the Airline Industry in Africa – Global Positioning
  • Operation of an Airline
  • Media and the Airlines Industry – How to Make a Developmental Pact