The government has faced persistent challenges in coordinating and disseminating information about its policies, projects and overall progress under the Kenya Kwanza administration. These shortcomings in communication culminated in the mass protests of June 2024, which led to the withdrawal of the Finance Bill, 2024. 

 The withdrawal of the Bill was not an isolated incident. It was a symptom of deeper structural issues in public communication, including a lack of appreciation of the evolved media and communications landscape, which contributed to the erosion of trust in government institutions. 

 Kenya’s media and communications landscape has evolved significantly since the early post-independence period (1963–1990s). During this period, the State dominated public communication through the Kenya Broadcasting Corporation (KBC) and official government publications. This centralised model has since given way to a more open and pluralistic environment.

The 2010 Constitution marked a turning point.  Its Articles 10, 33, 34, and 35 entrench the principles of public participation, safeguard freedom of expression, freedom of the media and the right of access to information, respectively. These reforms created a more democratised communication space and raised expectations for inclusive and consistent engagement with the public.

It is in this context that the government has introduced a Draft National Communication Policy. The policy aims to champion and institutionalise the principle of ‘One Government, One Voice’: a unified approach to public communication across all levels of government. This strategy is undergoing public participation with the Ministry of ICT and the Digital Economy (MICDE). To operationalise the proposed interventions, it is recommended that the Institute of Public Relations and Communication Management Bill, 2019, be enacted. The Bill, currently before Parliament, is meant to professionalise and enhance government communication, alongside a National Communications Bill.

The policy also recommends amendments to the Kenya Information and Communications Act. This will reflect new governance structures, County Assembly Bills for local implementation, and regulations addressing emerging issues such as artificial intelligence.

Additionally, the policy aims to formulate strategies that will capture the public’s attention, secure their agreement, and prompt the intended response from the government’s communication efforts through six thematic strategy objectives. These include developing a framework for coordinated and unified government communication with appropriate operational and institutional measures; allocating resources for public communication; establishing a standing crisis communication framework; strengthening the government’s brand both locally and globally; and leveraging media partnerships.

Key among the proposed thematic interventions is the establishment of a central coordinating body, the National Communication Centre (NCC), which will oversee government communication and sit under the Ministry of ICT and the Digital Economy (MICDE). 

The NCC will operate within an institutional framework that begins with the Presidency and extends to the Cabinet (including Cabinet Secretaries), the National Assembly, Principal Secretaries, the Government Spokesperson, the State House Spokesperson, the Directorate for Information, the Directorate for Public Information, and other relevant entities. 

While the policy attempts to designate the roles of each office within the communication structure, there is notable overlap between the Government Spokesperson and the State House Spokesperson, as well as the Directorate of Public Communication and the Directorate of Information. A unified and coordinated communication structure, illustrated through an organogram, would help eliminate duplication, clarify reporting lines, and enhance accountability across ministries, agencies, and spokespersons.

A commendable proposal within the strategy is the establishment of a Standing Committee on Crisis Communication to provide timely and consistent messaging during crises.

As for the elephant in the room, funding the policy, the government proposes several options. The main source will be the national budget, with at least three per cent of each Ministry or Department’s annual budget earmarked for communication programmes. Additional funding will come from fees and fines collected by regulatory bodies from broadcasters, telecom operators, and online platforms. Other sources include donor aid, public-private partnerships (especially with technology and media companies), grants, and a special communication fund, which is financed by government allocations, private investments, and targeted taxes on communication services or media advertising.

Imposing fees and fines on licensees would likely transfer the financial burden to consumers by increasing the cost of communication and media services. This will undermine a core objective of the policy itself: digital inclusion. Introducing additional levies or targeted taxes risks discouraging access to essential digital services, particularly among low-income and marginalised populations who already face significant connectivity barriers.

Consistent public information, especially during crises such as the COVID-19 pandemic, economic downturns, and the formation of fiscal policy, is crucial. Kenya Kwanza’s attempt to codify communication into a policy is commendable. However, the policy is in dire need of more substantial alignment with the institutional framework to truly achieve the ‘One Government, One Voice’ principle.

Fact Box

•  Finance Bill, 2024, Withdrawn: Nationwide protests in June 2024 forced the government to rescind the Finance Bill, exposing weaknesses in public communication.
• The Draft National Communication Policy seeks to standardise and unify public messaging across all government levels under the mantra ‘One Government, One Voice’.
• Key Proposed Structure: Establishment of a National Communication Centre (NCC) under the Ministry of ICT to coordinate all government communication.
• Legal Backing: Proposals include Enacting the Institute of Public Relations and Communication Management Bill, 2019, amending the Kenya Information and Communications Act, and drafting a new National Communications Bill.
• Crisis Response: A Standing Committee on Crisis Communication will manage emergency messaging.
• Funding Plan: Ministries to allocate at least 3% of their annual budgets to communication. Other sources include regulatory fines, donor support, public-private partnerships (PPPs), and taxes on media and advertising.
• Current Status: The policy is currently under public participation, led by the Ministry of ICT and Digital Economy (MICDE).