The Media Council of Kenya has noted the need to create strategic media engagement to enhance communication capabilities when dealing with the media.
MCK Director of Media Training and Development, Victor Bwire, highlighted the role of media in shaping public perception, emphasising that a targeted approach to communication is key to successfully promoting institutional objectives.
“Understanding your audience and delivering concise, impactful messages is essential in creating a positive public image. Media plays a pivotal role in how the public views and supports initiatives such as those spearheaded by the President’s Award Kenya (PAK),” he said during a training workshop for PAK staff.
MCK Assistant Director for Training and Curriculum Development, Christine Nguku, affirmed the Council’s commitment to empowering organisations like PAK to leverage media effectively to communicate their work.
“Media is at the core of how we communicate our efforts to the world. It’s not just about sharing stories; it's about shaping how we are seen, trusted, and understood,” she noted.
Ms. Nguku reiterated the Council’s dedication to strengthening media engagement across different sectors, ensuring that institutions can enhance the visibility of their programs.
MCK’s collaboration with PAK is part of an ongoing effort to equip institutions with the necessary skills to engage with the media strategically, ensuring clarity and accuracy in their public communications.