Abstract:
This study sought to identify factors that inhibit effective crisis communication in the
Kenya public sector with a critical look at the role of Public Relations Officers
(PROs) who are referred to as Public Communications Officers in government
ministries. The study was inspired by the prevailing public perceptions of a
government that has not yet managed to put its public communication systems in
order especially in times of crisis. On many occasions, government ministries in
Kenya have communicated different and sometimes contradictory positions on the
same issue. This turns the spotlight on the PROs who are the chief government
advisers on public communication. It begs the question; what role do they play in
helping their organizations to communicate effectively during crisis. The main
objective of the study was to examine management of crisis communication in the
public sector focusing on the role of Public Relations Officers. The specific objectives
were, to assess current crisis management approaches in the public sector in Kenya; to
examine the effectiveness of public relations departments in crisis management and to
analyse the factors that determine such approaches and effectiveness of the public
communications departments in crisis management. A quantitative study was done
targeting a population of 85 PROs based in the City of Nairobi which is the
headquarters of all the 41 government ministries in Kenya. The study applied a cross-
sectional survey design. A census was used in order to encompass every element in
the population since the number involved was relatively manageable and the
participants of the study were localized within Nairobi area. Primary data was
collected through a self-administered structured questionnaire while secondary data
was obtained from selected government policy documents. The analysis of data was
done using descriptive statistics in the form of means, percentages and frequency
distributions. The study revealed that policy and administrative weaknesses in public
communication. In particular, majority of public relations units lack sufficient staff
and budgets to carry our effective communication programs. The study established
that formal crisis management structures were lacking in ministries and by extension
crisis communication strategies. Out of this study, it is recommended that the
government develops structures to make public relations a strategic activity in its day
to day operations. Further, the government should take deliberate steps to build the
capacity of the existing public relations units to enable them effectively play their
professional role in the overall public communication needs of the their respective
organizations.