To address challenges in today’s rapidly evolving and interconnected world of fake news, ChatGPT, and deep fakes, Mr. Eliud Owalo, Cabinet Secretary of Information, Communications, and the Digital Economy, has urged PR practitioners to adopt responsive, adaptable, and data-driven public relations and communications practises.
Speaking today at the 2023 Public Relations Society of Kenya (PRSK) Annual Summit, which is being held in Kwale County, the CS stressed that it is wise for PR professionals to foresee and address new trends, handle crises skilfully, and interact with the public in an honest and open manner.
According to Owalo, public relations professionals need to be skilled at handling crises in the digital sphere, where public opinion may quickly turn negative primarily on social media.
“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 claimed that the three interconnected pillars, communications at its core, are what underpin and facilitate government business. According to him, having access to sufficient information is crucial for efficient communication, and new digital technologies make the processes of feedback and distribution easier.
“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.
In order to guarantee the effective execution of several government projects and establish yourselves as genuine change agents, CS Owalo urged the PRSK to find areas of collaboration that can support communication interventions in awareness creation and behaviour modification.
In addition, he urged all public relations practitioners to keep developing a strong and sophisticated industry by saying, “Let us collaborate across the different sectors to positively position Kenya, and Africa, globally.”
