Ministry of Trade Concludes Strategic Communication Capacity Development Training
By: Alpha Umar Bah
The Ministry of Trade and Industry on Tuesday, 12th May 2026, successfully concluded a strategic communication capacity development training at the ministry’s conference room at the Youyi Building in Brookfields, Freetown.
Speaking during an interview after the final session, lead facilitator and communication consultant James Kabia highlighted the importance of effective communication in national development and economic competitiveness.
“Through the Ministry of Trade, this training will help strengthen the business environment and improve the competitiveness of the country in global markets,” he stated.
Kabia explained that one of the key challenges identified within institutions is weak strategic communication structures, making the training necessary and timely.
He said the training covered critical areas including communication planning, strategic messaging, crisis communication, monitoring and evaluation, and communication channel management.
According to him, participants were introduced to communication frameworks that can help institutions effectively plan and deliver communication activities across multiple platforms.
“We looked at communication planning and the processes institutions must go through when developing communication strategies. We also introduced participants to frameworks that can help them manage communication channels effectively,” he explained.
The lead Facilitator further emphasised the importance of crisis communication and institutional preparedness.
“We discussed how institutions can manage crises through communication, how to prepare holding statements, and how to respond effectively when crises arise to protect institutional reputation,” he added.
He also stressed that communication plans must be monitored and evaluated regularly to ensure institutions are achieving their intended goals.
One of the participants described the training as highly impactful and relevant to their daily responsibilities.
“The training came at the right time because many of us have recently been promoted and needed our skills to be developed. Most of the topics discussed are things we deal with in our daily work, especially crisis management, strategic communication, and effective public engagement,” the participant said.
She also praised the facilitator for his dedication and professionalism throughout the sessions.
“ James Kabia was extremely patient with us and willingly shared his knowledge and expertise. We are grateful for such training and hope similar programmes will continue because they are very important for our professional development,” she added.
The final day of the training also featured presentations by Hassan Kamara, Head of Department for the Faculty of Communication, Media and Broadcasting at Limkokwing University of Creative Technology.
Kabia, together with other facilitators, led discussions on crisis communication triggers, institutional vulnerabilities, crisis response mechanisms, and reputational management within the Ministry of Trade and Industry.
The facilitators also introduced the “Acknowledge, Act, and Account” crisis communication framework and concluded the session with a practical exercise aimed at strengthening participants’ crisis response skills.
The training forms part of broader efforts to improve institutional communication, transparency, and public engagement within government institutions in Sierra Leone.
The training, funded by the European Union, was organised to strengthen institutional communication systems, improve crisis response mechanisms, and build the communication capacity of participants within government institutions.
The programme brought together communication officers and stakeholders to improve their understanding of strategic communication, crisis management, media relations, and institutional reputation management.
