Crisis communication approaches in the public sector: a study of selected government ministries in Nairobi – Kenya

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.