Reinventing Ethiopia’s Communication Strategy: The Case of the Grand Ethiopian Renaissance Dam

The Grand Ethiopian Renaissance Dam (GERD), situated on the Blue Nile, is not merely a monumental engineering feat; it embodies a complex interplay of political, developmental, and global narratives. For over a decade, this project has become a focal point for hydro-political debates, highlighting the significant role of information power in shaping perceptions and narratives around massive infrastructural undertakings.

Egypt’s Media Strategy: A Dominant Narrative

The “Existential Threat” Perception

Egypt has adeptly employed media diplomacy to frame the GERD as an “existential threat” to its national interests. This narrative has consistently dominated international discourse, allowing Egypt to dictate the framing of the narrative surrounding the dam before Ethiopia can respond. The focus on existential security positions Egypt as a victim, evoking sympathy and drawing international attention.

In June 2020, Egypt formally warned the United Nations Security Council (UNSC) of the perceived threats the GERD posed, claiming it could lead to conflict. Following this, Egypt’s then-Foreign Minister, Sameh Shoukry, amplified this narrative through various media channels, ensuring widespread coverage. This strategic synchronization of diplomatic efforts and media engagement enabled Egypt to maintain its position in global conversations regarding the dam.

Continuous Diplomatic Pressure

As Ethiopia continued to develop the GERD, Egypt’s media strategy remained relentless. In July 2021, amid Ethiopia’s announcement of the dam’s second filling, Egypt promptly submitted a complaint to the UNSC and orchestrated a significant media push. This included multi-lingual statements and rapid engagement through social media platforms, ensuring that the narrative painted Ethiopia as a unilateral actor threatening regional cooperation.

By September 2025, as Ethiopia celebrated a significant milestone in its energy infrastructure, Egypt seized the moment to issue another complaint to the UNSC. Despite Ethiopia’s robust response, framing the GERD as a “generational aspiration fulfilled,” Egypt’s well-orchestrated media campaign drowned out Ethiopia’s voice in the global arena, demonstrating a consistent pattern of narrative dominance.

Ethiopia’s Communication Challenge

Strong Arguments, Weak Messaging

Ethiopia possesses a compelling legal and developmental narrative centered on equitable water use and sustainable development, grounded in frameworks established by international law and the UN Convention on the Law of the Non-Navigational Uses of International Watercourses. The urgency of electrifying a nation where millions still lack access to energy is a powerful argument in favor of the GERD.

However, Ethiopia’s communication efforts have lagged behind. Despite presenting a well-reasoned defense in response to Egypt’s UNSC complaints, the absence of a simultaneous media campaign meant that these statements received limited international coverage. The failure to effectively project its narrative has left Ethiopia in a disadvantageous position.

The Need for Effective Framing

While Egypt frames the GERD as a threat, Ethiopia has relied on technical arguments that don’t resonate emotionally with a broader audience. The GERD should not only be viewed as a regional infrastructure project but as Africa’s largest hydropower facility capable of powering millions and fostering industrialization. Properly framed, it could symbolize Africa’s collective advancement in energy justice, sustainability, and climate responsibility.

Rethinking Ethiopia’s Communication Strategy

To effectively counter Egypt’s narrative and enhance its international presence, Ethiopia needs to recalibrate its communication strategy.

1. Proactive Synchronization

Ethiopia should ensure that every diplomatic communication is backed by a robust media strategy. Press releases should coincide with formal submissions to organizations like the UNSC or the African Union. Immediate engagement with global media outlets can amplify Ethiopia’s message before any responses from Egypt are published.

2. Reframe Messages with Emotional Appeal

Messaging should emphasize the tangible impacts of the GERD on everyday life, such as increased access to electricity, education, and economic opportunity. Connecting Ethiopia’s initiatives to universal values like sustainable development and climate justice can enhance its image as a responsible leader on the African continent.

3. Coalition Building

Ethiopia can strengthen its narrative by forming alliances with African development banks and non-aligned states, encouraging them to echo its messaging. By coordinating their voices, Ethiopia can craft an “echo chamber” that parallels Egypt’s media strategy.

4. Institutionalizing Strategic Communications

Establishing a dedicated Strategic Communications Unit within the Ministry of Foreign Affairs can professionalize international outreach. Training for ambassadors and diplomats will ensure they act as adept spokespersons, consistently sharing Ethiopia’s narrative on the global stage.

Conclusion

Ethiopia’s experience with the GERD underscores a crucial reality: substantive arguments are only meaningful when paired with a strategic, coordinated communication approach. By implementing a proactive narrative strategy that emphasizes emotional appeal, engages with diverse audiences, and fosters partnerships, Ethiopia can enhance its global standing.

Ultimately, addressing the narrative imbalance surrounding the GERD is not just about the future of a single project; it will shape Ethiopia’s influence in international affairs for years to come. By effectively managing communication, Ethiopia can redefine its global narrative and emerge as a leader in energy development and regional cooperation.