An interpretation of the dynamics of the participatory communication model in the governance of Busia County, Kenya

Abstract

Participatory Communication Model is an essential teamwork tool for pursuit of mutual concerns through teamwork. The model was applied to explore and determine the underlying factors germane to the performance of Public Participation in the governance of Busia County. Participatory Communication Model is a Public Relations strategy that fosters collaboration through informed knowledge. Public Participation in Article 10 of the Kenya Constitution (2010) echoed in Chapter 11 under devolution was designed to integrate collaborative governance. The study questions the effectiveness of Public Participation in addressing stakeholders‟ inclusivity in governance of Busia County. The County has faced challenges of implementing participatory governance for the last 12 years. The study had four objectives: To determine the stakeholders‟ understanding of their rights in government policy formulation and development agenda in Busia County; To ascertain the development attributable to stakeholders‟ preferences through Public Participation in Busia County since 2013. To identify the potential factors that impedes the efficacy of Participatory Communication Model in Governance in Busia County. To develop Public Relations measures that enhances the performance of Public Participation in Governance to bolster service delivery to stakeholders in Busia County. The research questions were: To what extent do the stakeholders of Busia County practice effective Public Participation in their programs? How are the socioeconomic activities designed for effective Public Participation? Does the management of Busia County practice Participatory Communication Model for effective Public Participation in their programs? What are the challenges faced by both the County Management and the stakeholders in conceptualizing the dynamics and practice of Participatory Communication Model? Emile Durkheim‟s Functional Theory elucidated the systematic dynamics in organizations. Barnlund‟s Transactional Model of Communication clarified the communication factors responsible for collaborative engagements. The inductive nature of the research influenced the interpretivist paradigm, the choice of qualitative approach, and Case Study method. The population for the study comprised all resident of Busia County who were above 18 years by 2013. Thirty-five participants comprising 5 stakeholders from each of the 7 Sub Counties were purposively selected for the study. Key Informant Interviews and direct observation tools facilitated data collection. Data was analyzed by way of themes and content analysis as guided by the research questions. The study found that Participatory Communication Model is most effective in Public Participation forums when the actors engage in good faith. The findings showed that the leadership of Busia County lacked the goodwill to steer participatory governance. The stakeholders were strategically rendered passive partners in governance; thus limiting them from accessing their rightful empowerments. The study concluded that the effective Public Participation in governance can be achieved if Public Relations experts are made to run the collaborative functions in government. The study therefore, recommends accreditation of Public Relation Society of Kenya (PRSK) into the law to oversee the functions of participatory governance.