The Cabinet Secretary for the Ministry of Information, Communications and the Digital Economy, Eliud Owalo has urged Public Relations (PR) practitioners to embrace responsive, adaptable, and data-driven public relations and communications practices to address challenges in today’s rapidly evolving and interconnected world of fake news, ChatGPT, and deepfakes.
Speaking yesterday on Tuesday 28th November, during the official opening of the 2023 Public Relations Society of Kenya (PRSK) Annual Summit held in Kwale County, the CS said that it is prudent for PR practitioners to anticipate and respond to emerging trends, effectively manage crises, and engage with the public authentically and transparently.
CS Owalo noted that PR practitioners must be adept at managing crisis in the digital realm, where public sentiments can quickly escalate; majorly through the social media channels.
“The role of public communications officers is becoming increasingly important as we navigate a rapidly disrupted, fragmented, and polarized world. Government departments face the challenge of executing effective communications in an environment where information travels at lightning speed, and public opinion can shift dramatically in the blink of an eye,” said the CS.
He informed the PR practitioners of the importance of using technology for data driven decision making. Further stating that the practitioners can now rely on data analytics tools to measure the impact of their campaigns and strategies. The CS observed that the data-driven approach helps in assessing the effectiveness of communication efforts and making informed decisions.
“Technology enables PR professionals to precisely target specific audiences based on demographics, interests, and behaviour. Personalized communication strategies are more effective in engaging and resonating with diverse audiences,” the CS stated.
In the Ministry, the CS reiterated, the vital role in implementing the Bottom-up Economic Transformation Agenda is of key priority, “our three pillars of information, communication, and the digital economy are the key enablers of what the government has set out to do.”
He said that the three interdependent pillars of which communications sits at the centre, are the enablers and supporters of government business. He said that the availability of adequate information is of key signification in order to communicate effectively, and emerging digital technologies facilitate the dissemination and feedback processes.
“For this reason, the Ministry is leveraging the advancements in artificial intelligence, data analytics, and social media to improve our understanding of public opinion, tailor our communications strategies, and enhance our ability to engage with citizens,” the CS remarked.
CS Owalo encouraged the PRSK to identify areas of partnership that can facilitate communication interventions in awareness creation and behaviour change, ensuring the successful implementation of various government programmes and positioning yourselves as true agents of change.
Moreover, he called upon all the PR practitioners to continue building a robust and professionalized public relations and communications sector, “let us collaborate across the different sectors to positively position Kenya, and Africa, globally,”.