The influence of Kenya’s office of public communications on the public perception of government

Abstract

The study sought to establish the level of influence of the office of the public communications on the public perception of the Government of Kenya. Specifically, the study sought to determine the PR strategies used by the office of public communications to communicate to the public; establish the level of satisfaction with the Office of Public Communications by the public; establish whether the perception about the government has improved as a result of the office of public communications; and to determine the challenges facing the office of public communications in its work; and recommend possible remed ies for the challenges. The study employed a survey design. The focus was the office of public communications. A sample of 90 respondents was selected using stratified sampling method from three groups of respondents: the PR experts, the general public and the employees of the office of public communications. Primary data were collected through interviews using questionnaires. The data collection instruments were tested for both reliability and validity. The data collected from "I' the interviews were analysed using content analysis while those from the -. questionnaires were analysed using descriptive statistics. On the public relations strategies used by the Office of Public Communications, the study found that the major strategy is use of the media. This includes use of both print and electronic media as well as the use of Internet through the websi teo On the level of satisfaction with the Office of Public Communications by the public, the study revealed that the public was not satisfied with the operations of the office but the experts were. On whether the perception about

the government has improved as a result of the office of public communications, the study revealed that majority of public opinion has not changed and most of the change has otherwise been negative except for the PR experts. On the challenges facing the office of . public communications in its work, the study noted that there were various challenges but chief among them was changing the perception of the public on the government. The study concludes that the public is still not satisfied with the performance of the office of public communications. It is further concluded that the office of public communications has not been effective in helping change the opinion of the public on the govermTlent. The study also concludes that changing of public opinion of the government IS therefore the major challenge facing the office of public communications. The study recommends that in order to enhance the performance of the office of public communications, it is important that the office speaks for the coalition government and not just one partner in the coalition government. The office of public communications needs to up its game by being in touch with the reality when explaining the government positions. The office also needs to ensure that it does not sound so obvious that it is a govgrnment propaganda office. The Office of Public Communications needs to employ the u~?f barazas to communicate to the public but be more candid on the government positions without being perceived to be bias on one side of the coalition. There is need to improve on the strategies and tactics the Office of Public Communications uses to communicate given that the dynamics of a coalition government are different from other governments led by one party.