The Media Council of Kenya (MCK) has called for a transformation in how government organisations engage with the media, stressing the need for skilled communication officers to bridge gaps in public trust and counter misinformation.
MCK Director for Media Training and Development Victor Bwire highlighted the evolving role of media in governance and public communication.
Bwire noted that while government bodies increasingly use media for messaging, a disconnect remains between official narratives and authentic public service communication.
“This underscores the urgent need for well-trained communication officers capable of meaningfully engaging with stakeholders,” he said at a media relations and communication training for KenGen Management.
He advocated for public interest journalism and enhanced media literacy, particularly in community areas, urging institutional communication units to produce accessible, compelling, and relevant content.
Bwire also called for cross-sector collaboration to strengthen national communication frameworks.
MCK Assistant Director for Training and Curriculum Development Christine Nguku emphasised the pivotal role of media relations in shaping an organisation’s public image.
She described the media as a dynamic platform for dialogue, accountability, and transparency, rather than merely a source of negative publicity.
“Negative stories should be seen as opportunities to clarify positions and engage openly,” Nguku said.
She highlighted the role of communication managers as intermediaries who navigate public opinion, manage misconceptions, and ensure accurate information reaches stakeholders.
“By embracing media relations strategically, organisations can foster trust and enhance their public image, she added.
Media trainer Judie Kaberia, in her presentation, underscored the importance of understanding journalists’ priorities.
“A story’s resonance depends on its relevance to the audience,” she said, cautioning that inviting media does not guarantee favourable coverage.
Ms Kaberia urged communication managers to present compelling, transparent narratives aligned with news values, acknowledging that editorial priorities or breaking news can overshadow even well-prepared stories.
“Media coverage is earned, not granted,” she told the KenGen Management, encouraging strategic preparation and an understanding of newsroom dynamics to compete in a crowded media landscape.
The MCK’s training underscores a broader push for government organisations to adapt to modern media environments, fostering transparency, accountability and public trust through effective communication strategies. By embracing media relations as a strategic function, organisations can effectively navigate challenges, foster trust and enhance their public image.