It's tough being public relations manager for Kenyan politicians

State House Spokesperson Hussein Mohammed. [File, Standard]

Managing public relations (PR) for political outfits is no mean feat, at least in Kenya. It’s a demanding job that requires more than just the typical PR toolkit. It demands an intricate understanding of power dynamics, quick thinking, and often, a willingness to compromise ethical boundaries. For this reason, many of the senior staff in charge of PR for top government officials are former journalists. Since politicians are after positive press former journalists add value to their desire for public visibility.

The stakes in political spaces are high, and so is the remuneration, with opportunities for personal development and professional growth. However, the challenges that come with this territory are significant, and the lines between journalism and political PR can often blur in uncomfortable ways.

Unlike working for corporate organisations where PR practitioners generally play by the rules, managing PR for politicians can be a heartless affair. In the political arena, where the truth is often a casualty of strategy, a PR professional's role is wrapped with complexities. Politicians may ask for scripts they don’t intend to read, or they might ad lib with a disregard for the carefully crafted messages one provides. Professional PR advice is frequently ignored, or worse, they may seek counsel from multiple sources, leaving the office bearer out of the loop.

Moreover, as a PR practitioner in the political space, one is often not included in major planning sessions where crucial nuances that could inform strategy are discussed. Yet, a PR professional is expected to appear as if he or she knows everything happening with the political leader. This exclusion from vital conversations means one has to work twice as hard, guessing at the subtext of decisions, or interpreting the leader’s mood and intent from whatever scraps of information available.

In such an environment, one’s media networks become a lifeline, not just for disseminating information but also for managing misinformation and disinformation. Political PR often involves undoing narratives that are damaging or creating counter-narratives that serve the client’s interests. This is where the ethical lines can blur dangerously. As a journalist transitioning to PR, one may find himself/herself bending or breaking the very ethics once held dear, simply to keep the job. The pressure to toe the line, even at the cost of compromising integrity, can be immense.

It is understandable, of course, that the political space is fluid and rapidly changing. Decisions are made in real time, and the pace is relentless. There is little room for error, and every moment counts. However, it is crucial for journalists who transition into PR roles in the political arena to remember who they are at their core: Citizens with a vested interest in solid political actions that promote accountability and transparency. The temptation to abandon journalistic ethics and PR values to serve political ends can be strong, but it is a slippery slope.

Serving the interests of the political elite at the expense of the public good ultimately erodes trust in public institutions and damages the credibility of the media and PR profession alike. The role of a PR professional in any space, including politics, should be to communicate truthfully, ethically, and transparently. While spin is an accepted part of the game, outright deception or manipulation should never be.

For journalists entering the world of political PR, it is a call to remain vigilant against the seduction of power. Yes, the perks are tempting; higher salaries, influence, and access to corridors of power. But these should not come at the cost of the values that underpin a noble professional like PR. Transparency, accountability, and integrity should remain the guiding principles for anyone in the profession, especially those dealing with public officials.

As a former journalist now serving in political PR, the role should not just be about managing crises or crafting messages; it should be about ensuring that the public remains informed, that the democratic process is respected, and that the interests served are not just those of the political elite, but of all citizens. Remain a people’s watchman for ever.

Dr Mokua is the executive director of Loyola Centre for Media and Communication