On June 25, 2024, Kenya witnessed widespread protests across major cities and towns in response to Finance Bill 2024 which proposed controversial tax hikes on essential goods and services.
The protests, which aimed to voice public dissatisfaction with the Bill's economic provisions and their effect on Kenyans' livelihoods, were led mainly by Gen Z utilising the power of communication on social media.
In a huff, President William Ruto made remarks perceived by many as lacking empathy to demonstrators' grievances, which fuelled further civil unrest. After sober reflection, the president alluded that miscommunication in his remarks had significantly contributed to the escalation of the crisis. This confession barely brought calm to the country.
This highlights the importance of utilising the three R's of crisis communication – Regret, Resolution and Reform – as part of an effective government communication strategy.
Strategic communication is essential for public information. By conveying information clearly and in a structured manner, governments can communicate policies effectively to gain public support, shape opinions, foster community engagement, and ensure the smooth implementation of initiatives.
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Regret, resolution, and reform are the cornerstones of effective communication, particularly during crises. They enable trust-building, maintain transparency, and foster accountability.
While regret involves promptly acknowledging mistakes that indicate empathy for affected citizens, resolution focuses on outlining clear steps, allocating necessary resources, and engaging stakeholders while reform entails implementing long-term changes by reviewing and updating policies, making institutional adjustments, and ensuring continuous improvement through regular feedback and public communication to address issues effectively.
President Ruto's team's lack of proactive communication created a vacuum filled with misinformation and speculation, leading to a significant disconnect between the government and the public.
Although communication alone cannot fix governance issues, it is prudent to adopt comprehensive crisis communication strategies to ensure rapid and seamless restoration of national peace and stability.
Proactive engagement with digital platforms and real-time updates and interaction are essential. Public segmentation helps tailor messages to different demographics using appropriate channels and language to enhance communication effectiveness.
Media training for key spokespersons should also be emphasised and prioritised to ensure uniformity and the appropriate use of communication messages to handle crises. Collaborating with influencers and working with trusted public figures who can help disseminate accurate information and counteract misinformation is also vital.
In all of this, the inclusion and engagement of professional PR services in governance should never be overlooked, as this alone could mitigate many unanticipated crises.
The Kenyan government and others across Africa can learn valuable lessons from the 2024 Finance Bill protests. By adopting proactive, inclusive, and transparent communication strategies, governments can build trust, mitigate crises, and ensure the public understands and supports their policies.
-Anne Kuria is a strategic communications expert
