The Media Council of Kenya (MCK) has called for stronger collaboration between the media and the State Department for Wildlife to improve communication on conservation initiatives and human-wildlife conflict mitigation.
MCK CEO David Omwoyo says strategic communication remains pivotal in shaping public opinion and raising awareness of conservation efforts.
"Wildlife conservation is a local issue, and local media should be at the heart of telling these stories. With effective communication, the State Department can ensure that the public understands the efforts, conflict mitigation strategies, and government actions", Mr Omwoyo said during a meeting with Tourism and Wildlife Cabinet Secretary Rebecca Miano in Nairobi.
He encouraged the State Department for Wildlife to take control of its narrative and make use of the media to effectively convey its objectives.
Mr Omwoyo stressed that investing in media engagement, including funding media airtime and utilising in-kind assets, would amplify conservation messages.
He also pointed out the value of maintaining strong relationships with journalists to ensure the consistent delivery of accurate and impactful stories.
"Proactive media engagement is crucial. Building strong ties with journalists and regularly sharing updates on conservation efforts will help shift the conversation and ensure a more balanced narrative", he added.
Cabinet Secretary Miano acknowledged the media's vital role in bridging the communication gap between government efforts and the public's understanding.
She emphasised the importance of structured communication on conservation and human-wildlife conflict mitigation, and highlighted the need for innovation, including embracing digital trends and artificial intelligence in wildlife communication.
Principal Secretary for Wildlife Silvia Museiya also stressed the need for enhanced media collaboration.
She pointed out that while human-wildlife conflicts often dominate media coverage, the government’s responses, such as compensation programmes, are not as widely reported.
"The media plays a pivotal role in shaping public discourse. We need to bridge the gap and highlight both the challenges and the solutions to foster coexistence", she said.
Museiya further advocated for specialised training for journalists covering wildlife issues to improve the quality of conservation reporting.
The meeting focused on developing ways to strengthen media engagement and create a more structured communication framework to increase visibility for wildlife conservation efforts.