Public Relations (PR) and communication professionals have been asked to use their expertise to create narratives that are informed, connected, and resiliently shaping the future.
Cabinet Secretary for Information, Communications and the Digital Economy Dr Margaret Ndungú at the same time affirmed the critical role PR professionals play in shaping public perception.
“While we all contribute to nation-building, PR and communication professionals are the custodians of public perception and national brand. Your work has never been more important as the communication landscape evolves due to technological advancements”, the CS said in a speech read on her behalf by the Media Council of Kenya CEO David Omwoyo at the opening of the 2024 Public Relations Society of Kenya (PRSK) Summit held at the Tom Mboya University in Homa Bay County.
The CS pledged the government’s commitment to creating an enabling environment for Public Relations and communication professionals to thrive, singling out the Public Relations and Communication Management Bill currently before Parliament, which aims to modernise the regulations for public relations and communication management in Kenya.
“We established a sectoral working group that informed the development of the Public Relations and Communication Management Bill alongside other legal frameworks which aims to uphold high ethical standards, enhance credibility and ensure only qualified experts serve in this field”, she said.
The CS also noted the importance of equipping public communication and information officers with tools to adapt to the changing media landscape.
Speaking at a separate panel on organisational positioning, the MCK CEO called on organizational heads to cultivate an atmosphere of trust within their teams to maintain authenticity in their leadership approach.
“The behaviour and conduct of every individual in an organisation reflect its authenticity. Leaders must foster a culture of trust and ensure clarity in communication to effectively position their organisations”, he said while dissecting the session on building value, increasing visibility and driving viability of organisations.
Mr Omwoyo shared some of the leadership complexities experienced in organisational management, calling for resilience and strategic alignment.
“Leadership is about managing competing priorities while staying focused on the organisation’s goals. It requires self-awareness, consistency, and the ability to adapt to dynamic environments,” he added.
He emphasised that effective leadership must balance internal trust with external stakeholder engagement to drive organisational viability.