President Ruto's gritty government grapples with multifaceted challenges in formulating and executing an effective communication strategy, particularly in the context of the country's intricate media landscape. The term "media" encompasses a vast array of mass communication channels, including traditional news, broadcast, print, and the influential realm of social media. This dynamic media environment presents both opportunities and threats to the government's efforts to disseminate information, shape public perception, and establish a positive narrative.
Social media, in particular, has emerged as a dominant force in shaping public opinion, with many Kenyans now relying on platforms like Facebook, Twitter, and WhatsApp as primary sources of news. However, the pervasive sensationalism within social media raises significant concerns for the government, as deliberate attempts to corrode public opinion are becoming increasingly evident.
A recent incident that exemplifies these challenges occurred during a football tournament in Baringo, where a video featuring chants of "Ruto must go" went viral. The rapid dissemination of this content was fueled by an occurrence in Baringo, where the crowd heckled Honorable Kipchumba Murkomen, the Cabinet Secretary for Roads and Transport and a key ally of President Ruto.
The negative narratives circulating online are part of a broader agenda aimed at portraying President Ruto's administration as overpromising and underperforming. Critics strategically leverage social media to amplify messages asserting untrustworthiness, accusing the President of lying to Kenyans during his election campaign, and characterizing the government as unwilling to make a genuine positive impact on society.
This intentional and sustained onslaught involves the manipulation of videos and audio content to align with negative narratives. For instance, videos from Ruto's past campaigns resurface on social media, accompanied by supposed current information suggesting unfulfilled promises. This unscrupulous content plays a highly destructive role in shaping both the conscious and subconscious minds of Kenyans, contributing to a negative public perception.
The power of repetition, as emphasized by communication scholar Marshall McLuhan in his influential work "Understanding Media: The Extensions of Man" (1964), is evident in how Ruto's detractors have perfected sustained claims since he took office. The repetition of negative messages, particularly through social media, contributes to a lasting and impactful perception among the public.
In the realm of social media, information is disseminated rapidly, often with an intrinsic level of believability and trust afforded to it by recipients. Despite the need for caution, individuals frequently neglect to verify information, contributing to the rapid spread of unauthenticated narratives. An illustrative example is the aforementioned video from Kabarnet, where Kipchumba Murkomen was heckled. Although Murkomen later clarified the situation, the impact of the initial viral video lingered in the subconscious minds of many Kenyans, potentially causing significant damage to the government's overall perception.
The unexpected heckling incident in Kabarnet, driven by dissatisfaction related to a football tournament, underscores the importance of government officials being highly perceptive and strategic in their communication. Given the prevailing tension across the country, particularly concerning the cost of living, a proactive approach is essential for mitigating potential crises and ensuring effective communication of new policies.
The deliberate campaign to instill distrust in information, policies, and actions coming from the government is evident. Whether orchestrated by the opposition, other agencies, or individuals with specific interests, the impact is exacerbated by the amplifying effect of social media.
The creation of the Office of Government spokesman was a response to concerns about a lack of coordination in communication, leading to incoherence and negative public perception. While efforts have been made, challenges persist, necessitating continuous improvement in the government's communication strategies.
Claims of corruption, often strategically employed by opposition leaders like Raila Odinga, have the potential to deeply irk Kenyans. Raila Odinga has perfected the art of cultivating distrust in the government by creating mystery around government projects or major transactions. He positions himself as a watchdog protecting Kenyans from purported corruption in significant deals, such as the government-to-government oil deal, which he claims is riddled with mega-corruption.
The response of President Ruto's government to counteract negative public perception requires meticulous and deliberate action. A government facing a negative public perception may encounter formidable obstacles in implementing policies, with potential opposition from the public, bureaucratic resistance, and lack of cooperation from various stakeholders. Moreover, poor public perception can have far-reaching consequences, impacting the stability, legitimacy, economic prospects, and international standing of the ruling regime.
An illustrative example of a policy facing substantial opposition is the Housing Levy. Despite being opposed even by an opposition that had a similar plan in their manifesto, negative information permeated all levels of society, from the formal sector to the informal and grassroots levels. Detractors presented it as another form of oppression or a means to extract money from the public, contributing to widespread resistance.
Efforts to combat corruption, spearheaded by Felix Koskei, Chief of Staff to the President and Head of the Public Service, reflect a commitment to accountability by President Ruto to transform the country. His initiatives involve intentional efforts to seal loopholes of corruption in government, engaging all relevant stakeholders and taking commensurate action to ensure corrupt individuals are held accountable. The push for a new culture of accountability in government is commendable, yet these positive developments often receive less attention in the public domain.
The Executive Office of the President and ministries involved in the implementation of projects demonstrate President Ruto's commitment to delivering tangible transformations in the country. However, sustained negative narratives, emphasizing the critical role of effective communication in shaping public perception, frequently overshadow the impact of these initiatives.
In navigating these challenges, President Ruto's government must prioritize and refine its communication strategies. The principles of consistency, timeliness, accessibility, engagement and dialogue, clarity, transparency, and tailoring messages for various audience groups are imperative for fostering a positive perception.
To provide a comparative perspective on effective communication strategies, it is instructive to examine examples from countries that have successfully managed public perception and implemented robust communication approaches. Singapore is renowned for its effective communication strategies. As the Executive Office of the President works to instill effectiveness in government work, it is absolutely crucial to ensure public perception is also deliberately influenced and negative communication countered.
Political commentator