MCK urges government communication officers to leverage on new technology to create more impact on messaging

Naivasha

Friday, July 21, 2023

KNA by Erastus Gichohi

The Media Council of Kenya (MCK) has called upon government communication officers to tap and leverage on new and emerging media to articulate government programs, initiatives and agendas.

MCK said that advances in technology has immensely changed the media landscape in the last decade and there is need for communication officers to align their strategies to create more impact around government pronouncements and decisions.

According the MCK Chief Executive Officer Mr. David Omwoyo, government communication is a crucial component of effective governance and public administration towards an efficient service delivery to citizens.

Omwoyo who was speaking in Naivasha during training session of government communication officers urged the officers to revamp their communication through verifiable information, statistics and align their strategies within the government Bottom Up Economic Agenda (BETA).

Speaking at the same function, Mr. Victor Bwire, the Director Media Training and Development at Media Council said there's dire need for government communication officers to invest in data collection and management in order to adapt to the changing media landscape environment.

Bwire said officers should pen their communication strategies with a citizen-centric approach and should have a niche on the media for effective communication delivery and influence national issues.

He said currently, they are 220 registered local radio stations and 135 Television stations where 80 percent of them are privately owned and therefore are a tool for business.

In addition, Bwire said though the daily circulation of local newspapers numbers continue to decline, there's has been an gradual increase in the use of social media platforms and other new media with statistics indicating 18 million Kenyans use WhatsApp, 12 million on Facebook and millions on twitter, tiktok among others.

“There is need for government communication officers to leverage on the ever changing media landscape and consumption needs of information consumers to articulate government programs and development agendas effectively,” said Bwire.

On her part, Information Secretary at the State Department of Broadcasting and Telecommunication Ms. Judy Munyinyi said the government is keen to ensure communications officers plays a key role in undertaking all government development projects.

Munyinyi called on the communication officers to be agile in order to adapt to the changing platforms, avenues and environment of information delivery and consumption.

According to Dr. Sam Kamau, a communication consultant, there is need for government communicators to be adaptive to the shifting and complex demographics, growing misinformation, constant developments of digital technologies, changing media consumption and the growing polarization aspects in the society.

Kamau said credibility of information should be protected as a vital resource assessment that builds trust among the public and which must be at the center of government concern.

Prof. Levin Obonyo while addressing the over 100 participants said government communication officers must develop consistent messaging within ministries and across government to ensure a common goal of delivering information is achieved.

Courtesy ; K. N. A