12 Nov Why strategic public affairs is the answer to public discontent
Public communication in Kenya is characterized by government officials’ roadside declarations, press releases, interviews, and official photos, then the obvious online post. It is treated as a transactional function with communication officials targeting to tick a box. Kenya’s governance, the economy and civic landscape has however evolved, and this approach is no longer effective.
The public has become well informed, vocal and more involved in issues affecting them. To be effective in the overall public affairs objective, you have to appreciate that public engagement surpasses publicity. Public affairs is an intersection of strategy, policy, and public perception.
The digital era upended the traditional approach to public communication where government departments would issue press releases to control or manage narratives. The digital era has brought about scrutiny, citizens now question and challenge narratives. Kenyan youths for instance, set the agenda on national policy through digital platforms where they mobilize to ensure their voices are heard.
The 2024 youth protests against the Finance Bill 2024 popularly referred to as Gen Z protests provide the best example of how failing to engage the public can affect effective public communication. The government approach to public engagement was delayed, condescending, provocative, and top down.
This birthed misinformation and stoked anger among the public to an extent that when official government messages came out they were perceived as damage control and out of touch. Many, especially the youth, thought the government was not engaging Kenyans on issues affecting them in good faith. This was a clear indication that Kenyans want to be part of the communication process.
Shaping the Narrative Through Public Stories
To succeed in public affairs, institutions must make the public part of their narratives, they must offer an ear to the public, be clear in messaging and intent and communicate with empathy. As opposed to public relations which is largely centered around reputation and visibility. Public affairs revolve around influence, relationships and trust between organizations and the public, policy makers and the media.
Recent happenings in Kenya point to the need to have this clear distinction, where organizations strive to understand the public environment and not just visibility, be it engaging the public on new tax laws, explaining a controversial project or rights groups pushing for reforms.
Public affairs communication should be about what people understand rather than what an organization said, messages should be packaged for easier understanding. Policy communication should be in a way that does not spark confusion but build consensus, messaging should by intention connect an organization’s action to citizen impact and at all times strive to manage issues before they become crises.
In Kenya, there is public skepticism that runs deep. According to a 2025 Edelman Trust Barometer report, trust in government was at 37% compared to 69% for the NGOs. The same report suggested that 80% of Kenyans believe the government leaders intentionally mislead the public.
These low ratings are as a result of overpromising, unfulfilled promises, opaque communication, reactive messaging, this is further worsened by misinformation creating a crisis of trust. It is almost impossible to successfully articulate government policy in these circumstances.
Trust is only earned through credibility, clarity and integrity, communicators must move beyond press releases to projecting accountability, showing real impact and building public relationships that can stand crises.
Communicator as a central player
Communications professionals are not just messengers; they must be at the heart of the policy table. They guide leaders on how to make decisions that will be received by the public, frame reform and action narratives through human-centered stories and shape narratives that are in line with public priorities.
Effective public affairs strategy blends media intelligence, political awareness and storytelling that reflects what the public hears and feels.
Public communicators need to be alive to the fact that demand for institutional accountability is growing and that they must strive to shape public understanding and trust. Public affairs is not just managing information but managing relationships between institutions and society. With a vibrant democracy and a restless and politically awake youth their work must always work with the future in mind through effective policy literacy.
At FELT Africa Group we believe that public affairs is not just a support function but a public service. At a time when Kenya is navigating complex social, economic and political transitions, those who embrace the art of public affairs communication will not just tell their stories but help shape the national conversation with clarity and credibility. We help institutions, corporates and leaders communicate with clarity and credibility.