6 Aspects Of Crafting A Winning Public Relations Strategy: A Case Study On Shifts In Kenya Public Relations Tactics

The public relations landscape in Kenya is transforming conventional corporate communications to an impact-driven, multi-stakeholder approach. 

Historically, Kenyan PR operated within a narrow framework focused primarily on media relations and corporate messaging. Organizations relied heavily on standardized press releases, executive statements, and traditional media coverage metrics. Success was measured through basic indicators like media presence and reach, with limited attention to actual impact or stakeholder engagement.

Legacy PR strategies are moving away from aspirational and one-dimensional communication strategies in speaking to their stakeholders rather than with them. Impact data-driven narratives with specific outcomes shift, replacing the vague “significant investment” terms.

Impact Driven Narratives

PR practitioners are embracing impact data-driven storytelling. Co-operative Bank commits KSh500M to water services infrastructure, enhancing access to safe drinking water and improved sanitation for 50,000 people in Urban, Peri-Urban and rural populations in Kenya. In partnership with Aqua for All and Water.Org, the ultimate beneficiaries of the project are the water service providers across the country who will be financed to enhance access to clean drinking water and improve sanitation services for communities.

The UK's investment in FSD Africa's Listed SME Debt Fund follows this pattern, with clear metrics: supporting 10,000 businesses, creating 89,000 jobs, and impacting 200,000 people.

The fund is not sector-specific and will cater to the diverse needs of Kenyan business owners, ranging from artisans to financiers and farmers, by lowering the cost of borrowing. It will be listed and managed in Kenya, aiming to provide an attractive investment opportunity for Kenyan investors by de-risking investments in MSMEs while still offering attractive returns.

Communication professionals are increasingly expected to demonstrate a tangible impact in their initiatives. 

Technology As A Diversity And Inclusion Enabler

Brands are increasingly framing technology through the lens of accessibility and social impact rather than pure innovation. Vivo's introduction of AI-powered camera features in their V40 Lite model exemplifies this trend, with their communications manager positioning the technology as a tool for creative expression rather than just technical advancement. 

The Safaricom-Uber partnership on free data access exemplifies this trend, aligning their messaging around digital inclusion. Kenyans have free access to the Uber app following a partnership between the organizations to provide free mobile data to app users to promote easier usage. 

Their communication strategy emphasizes practical benefits such as reduced data costs and ease of access while tying it to broader national objectives of Kenya's 2022-2032 National Digital Masterplan. 

In a pursuit to grow and scale enterprises, brands illustrate technical capabilities that translate tangible social benefits, all while creating compelling narratives that resonate with multiple stakeholders.

Stakeholder-Centric Messaging

Brands are tailoring their communication to specific stakeholder groups while maintaining broader public interest. The evolution of spokesperson strategy in Kenya's corporate communications reveals a nuanced understanding of authority, authenticity, and message resonance.

Recent announcements demonstrate how organizations strategically deploy different levels of leadership to enhance message credibility and impact. 

Vivo's choice to have their brand communications manager, James Irungu, lead technical announcements about AI-powered features aligns with a strategy of technical authenticity and operational expertise.

In contrast, Safaricom's deployment of CEO Peter Ndegwa for the Uber partnership announcement signals the strategic importance of the initiative and elevates its significance in the market. This differentiated approach extends to other organizations, as seen in KCB Bank's use of Group CEO Paul Russo to emphasize their commitment to sports development through the Safari Rally sponsorship, while technical announcements about port tariffs from Kenya Ports Authority are delivered by operational leadership. 

This strategic selection of spokespeople demonstrates a sophisticated understanding of message weight and stakeholder expectations, where technical innovations benefit from specialist credibility, while transformative partnerships and major investments gain authority from top-level executive endorsement. 

Healthcare and Social Impact Integration

The integration of health and social impact messaging in Kenya's corporate communications has evolved, moving from simple CSR announcements to multi-layered impact narratives. 

Organizations are weaving health and social considerations into their core business communications. Britam's launch of their Female Wellness Cover (Malkia) illustrates this approach, combining healthcare access with women's empowerment messaging. 

In communities with inadequate health insurance infrastructure, Britam's Female Wellness Cover (Malkia) serves as a vital lifeline for women who have historically fallen through the cracks of traditional healthcare systems. This specialized policy addresses critical gaps that have long left financially challenged women vulnerable.

 

The remarkably low annual premium of Ksh 620 (approximately $5 USD) makes quality healthcare accessible to women across income levels, particularly those in low-income households who often must choose between healthcare and other essential needs. By removing this significant financial barrier, Malkia enables preventative care that can detect conditions early when treatment is most effective.

Environmental, Social and Governance Integration

The integration of Environmental, Social, and Governance (ESG) considerations into corporate communications represents a fundamental shift in how Kenyan organizations approach public relations. ESG has evolved from a peripheral consideration to a core component of strategic communication. Recent examples include Tala joining the UN Global Compact in committing to responsible business practices and financial inclusion. This move is an indication of democratizing access to credit, particularly for MSMEs and women, to further global financial inclusion efforts.

Equity Bank's support for clean energy initiatives demonstrates how environmental, social, and governance considerations have become central to PR strategy. Professionals must develop expertise in integrating ESG meaningfully into corporate narratives.

Strategic Transparency In Market Challenges

Organizations are adopting more proactive and transparent approaches to challenging situations. Starlink's communication about service suspension in certain regions demonstrates this trend, providing clear explanations about capacity limitations while maintaining positive messaging about market demand and future expansion plans.

KPA's approach to announcing potential port fee increases demonstrates this evolution. Their communication strategy includes structured stakeholder consultations and clear explanations of the market factors driving the changes, showing how potentially negative news can be positioned within a framework of market development and long-term planning.

Organisations must master proactive issue management and authentic, driven responses.

Expectations For 2025

The success of communication strategies must demonstrate the importance of digital-first, multi-stakeholder thinking in PR strategies. Brands must understand how to create engaging digital narratives that resonate culturally with diverse stakeholder groups.

The imperative:

• Develop strong analytical capabilities to measure and communicate impact effectively.
• Master the integration of digital tools and platforms in PR strategies.
• Understand and implement ESG principles in communication strategies.
• Build expertise in stakeholder engagement and multi-channel communication.
• Create data-driven narratives that connect corporate success to societal benefit.

The evolution of PR in Kenya reflects broader changes in society, where stakeholders increasingly expect organizations to demonstrate tangible impact while maintaining authentic communication channels. PR professionals who master these emerging competencies while staying true to core communication principles will be well-positioned to lead the industry into 2025 and beyond.

This transformation presents both challenges and opportunities for PR practitioners. Those who embrace data-driven storytelling, master digital engagement, and maintain a strong focus on measurable impact will be best positioned to succeed in Kenya's evolving PR landscape.

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