Farwa Razzaq
WHY public trust, not just governance, decides the fate of government programs.
When conspiracy theories about polio vaccination attract a wider audience than a detailed government health advisory, policy success no longer depends solely on good governance; it depends on communication. Why do well-intentioned polio campaigns and family welfare programs often fail to gain public trust, confidence and widespread acceptance? The problem lies not in policy design but in how these policies are communicated. Media is often described as the fourth pillar of the state. Yet, in practice, its role has expanded far beyond oversight. It now actively shapes narratives and ultimately determines the fate of public policies. In Pakistan, issues that dominate headlines, tickers, slogans and X (formerly Twitter) trends quickly become national priorities, compelling policymakers to respond immediately.
However, the government often neglects media’s potential as an effective communication tool to engage with public. This gap highlights the importance of clear and timely communication; a factor that critically decides the success or failure of government policies. Even a well-designed policy can stumble if it fails to connect with the people it intends to serve. Pakistan’s anti-polio campaigns offer a striking example of how misinformation can undermine public policy. The continued rise of conspiracy theories against polio vaccines, amplified by word-of-mouth, has led to vaccine hesitancy in several regions, despite years of government and international health efforts. The challenge was not merely medical—it was communicational.
Digital platforms have certainly contributed to misinformation and distortion, exacerbating the complexity many times over. Today, fake news travels faster than facts; a viral reel gains more attention than a meaningful policy information. A 2025 peer-reviewed study published in Frontiers in Psychology exposed how misinformation affect trust in government institutions. Another pressing issue is the absence of robust policy journalism. A large segment of Pakistani media focuses on opinion-based programming rather than evidence-based analysis. Heavy reliance on narrative-driven coverage generates more heat than light.
Yet the potential for a more constructive relationship between media and public policy is immense. First, media platforms must shift from opinion-based programming to engaging, evidence-based reporting. Dedicated policy desks in newsrooms can simplify complex government policies for the masses. Second, Development Communication Units established in government offices must constantly strive to produce engaging content to bridge the gap, facilitate dialogue and gather honest feedback from citizens to assess the future scope and efficiency of government initiatives.
Third, digital media platforms should be strategically utilized to produce engaging audio-visual, culture-specific and localized content to ensure inclusivity. Finally, government officials must regularly interact with media professionals to help generate favorable public opinion for new policies and amplify media visibility of government-led programs.
Pakistan is already struggling with complex governance challenges. Any added disconnect between media and policy institutions will only paint a grimmer picture for the future. Government must proactively engage with media professionals to ensure timely and effective public communication. The real goal is to ensure compliance of policies. The success of public policies is decided not on paper but through the trust, commitment and belief among public.
—The writer is a journalism instructor at NUST and NUML.
