Leaders Must Harness the Power of Effective Communication to Build Reputation

On 14th May, Kenyan President William Ruto held his second media roundtable at State House, Nairobi. Among the topics of discussion was the Kenya Finance Bill 2023-2024, which contains a raft of fiscal measures.  Topping the list was the Housing Levy, a crucial policy matter that has attracted resentment among various stakeholders, largely due to unclear policy communication.  By the time of publishing this article, neither the President nor his communications team had come out with a lucid and concise explanation of the levy, its objectives and intended benefits. 

During the State House media roundtable, journalists asked the President to explain how the 3% deduction on every working Kenyan’s pay slip was arrived at and whether the proposed levy is a tax, a fund or a savings scheme. Despite several calls for clarification, the journalists were not satisfied with the President’s responses. 

The situation was exacerbated a few days later when Housing Principal Secretary Charles Hinga put forth a spirited pitch for the levy during another media briefing at State House. Although he spent several minutes explaining the levy’s intentions, some of its aspects still remained unclear. It doesn't help matters that the ruling United Democratic Alliance (UDA) Parliamentary leaders continue to push for the adoption of the levy whenever they appear on TV talk shows, without clearly explaining how the taxpayers stand to gain from it.

 At a public rally held in Narok on 4th June, the President said that he would be keenly following the debate in Parliament to see which MPs vote against the Bill, which he says will offer employment opportunities to the youth. 

It is due to lack of clarity in this particular policy communication that various stakeholders have either dismissed or rejected the proposed levy in toto, with the Deputy President accusing the media, which he claims is championing the opposition’s agenda while sabotaging the President’s. But even opposition leaders have not done any better in campaigns to their supporters and MPs to reject the levy. 

With my over three decades of experience as a journalist and communications professional, it is not difficult to discern that the Housing Levy was a policy idea that was not preceded and buttressed by a robust communication strategy, complete with an elaborate stakeholder engagement plan and key messaging, as should have been the case. In fact, proponents of the Housing Levy have been very inconsistent in their messaging.

Business Leaders Behaving Badly

Away from the Housing Levy debacle in Kenya, the private sector across the African continent is not doing any better. Markus Jooste, the former CEO of South African retailer Steinhoff International, faced intense scrutiny and criticism after a major accounting scandal was uncovered in late 2017. During media interviews, Jooste initially denied any wrongdoing and downplayed the severity of the situation. His responses were seen as evasive and lacking transparency, exacerbating the public's distrust in the company and leading to a significant loss in shareholder value.

Leveraging The Power of Effective Communication

In today's fast-paced, interconnected world, the media plays a pivotal role in shaping public opinion, influencing decision-making, and driving economic progress. By embracing the media as a tool for communication and engagement, both political leaders and industry captains can cultivate trust, promote their agendas, and contribute to the continent's growth and development. This can be achieved through proper media spokesperson training, accompanied by relationship building with the media, whose platforms serve as channels for leaders to advocate for policy reforms, highlight the importance of certain initiatives, and mobilize public support. 

It is easy to tell leaders who have benefitted from media spokesperson training and also created lasting relationships with the media, effectively increasing visibility for their organisations, and making them credible thought leaders.

James Mwangi, the CEO of Equity Group Holdings, for instance, arms himself with consistent messaging whenever he appears in interviews, press conferences, and industry events.  Mwangi's ability to communicate his vision for the company and his passion for social impact has helped enhance the group's reputation and strengthen its relationship with the media.

Also worth noting is his unparalleled humility, especially when handling the media. I recall vividly my interactions with him during my stint as the Managing Editor of CIO Africa magazine. He would easily pick or return calls and personally serve my cameraman and myself tea during interviews in his office. 

In the final analysis, effective policy communication is an essential component of good governance. By recognizing the value of collaboration with skilled communications professionals, governments and businesses can unlock the true potential of their policies. The expertise of these professionals enables governments to craft clear, targeted messages, engage with diverse audiences, build trust and transparency, and effectively navigate through complex narratives and crises. 

Embracing this collaboration also empowers them to create a positive and inclusive dialogue with citizens, fostering informed decision-making, public support, and the overall success of policies. Together, skilled communications professionals and governments can bridge the gap between policy formulation and effective communication, ultimately shaping a more engaged and participatory society.

Mr Ochieng, a seasoned publicist and an award winning journalist, is a Senior Communications Consultant at Newmark Group Limited.