Social influencers, billboards, Ads: How Gov't plans to splash Ksh.100 million to restore public image

The proposal is contained in the Ministry of ICT’s National Communication Strategy, which will be implemented over three financial years, from 2024/2025 to 2026/2027.

Under the plan, influencers will be contracted to positively profile the government by amplifying its policies, programmes, and development projects across digital platforms. They will also be tasked with promoting national identity and culture as part of a coordinated branding effort.

The strategy proposes the engagement of 52 influencers, split into 20 macro-influencers to spearhead online campaigns and 32 micro-influencers responsible for creating and driving hashtags on social media.

Beyond influencer engagement, the government plans to invest heavily in public communication and media outreach to foster greater public engagement and restore confidence in its agenda. Content development, both online and in print, has been allocated Ksh.49.8 million annually.

Further, adoption of Artificial Intelligence, such as AI chatbots on existing government platforms, will cost Ksh.2 million annually. 

For online platforms, the strategy includes placing 52 strategic government advertisements in MyGov publications at an estimated cost of Ksh.52 million per year. Print communication will involve the production and installation of billboards nationwide, with a budget of Ksh.2 million.

The government also plans to strengthen its relationship with the media, allocating Ksh.1 million to develop a structured media engagement plan. Weekly activation packages will cost Ksh.48 million for television stations and Ksh.64 million for radio stations.

However, in the report, there were glaring inconsistencies in the tabulation of the amount. For instance, the package for weekly activation package on 5 major TV stations for one month adds to Ksh.12 million monthly. 

The report, however, shows that the total amount indicated was Ksh.48 million annually instead of Ksh.144 million.

An assessment of government social media platforms across ministries found that much of the content is overly centred on political figures, with limited focus on socio-economic development issues.

The report also noted low levels of online engagement, underscoring the need for more effective strategies to reach and retain audiences.

On emerging technologies, the strategy acknowledged that while the current administration has made some steps towards adopting Artificial Intelligence, its use has not been fully mainstreamed in government communication.

The report noted that before 2022, the government had a relatively positive image and was viewed as a unifying administration, with notable achievements in sectors such as health insurance through the National Health Insurance Fund, rail transport via the Standard Gauge Railway, and road infrastructure under various road agencies.

However, this perception later deteriorated amid accusations of corruption, inefficiency, poor public communication, and what the report described as a growing sense of detachment from citizens.

"The image of the National Government has suffered unprecedented damage in the recent past. The faulting image is demonstrated by limited public trust, waning confidence, laid-back culture and elevated corruption perceptions in public service delivery. The perceived opulence and contemptuous demeanour of public officers is equally injurious to the government's image."

The strategy further identified inconsistent messaging by different ministries as a key contributor to public mistrust, noting that conflicting information on the same issues has confused citizens.

To address this, the report recommends the establishment of a central information depository to harmonise government communication.

It also criticised the prevailing tone of government messaging, saying it reflects a government-centric mindset rather than a citizen-focused approach.

“The disconnect between the Government and the public, unfulfilled promises made in public, misplaced pronouncements, the spread of misinformation, disinformation and malinformation, and the prevailing tight economic situation continue to erode the Government brand and reputation,” the report adds.

To reverse this trend, the Ministry of ICT stated that effective communication strategies, trust-building initiatives, strong political backing, and robust data security measures will be crucial in restoring credibility.

“By focusing on these critical success factors, the Government can enhance the reach, effectiveness and credibility of its communication efforts, ultimately fostering greater public engagement, trust and confidence,” the report concludes.