What does the future hold? by PRSKenya

DIGEST PR ISSUE NO. 6

JANUARY - MARCH 2021

A PUBLICATION OF THE PUBLIC RELATIONS SOCIETY OF KENYA

PROF WAJACKOYAH

THE MOST LEARNED FRIEND?

What Does The Future Hold? STOP BOARDROOM SYCOPHANCY #KENYAWOMENSERIES

10 18

TOURISM POST CORONA POLITICS AND THE COVID-19 VACCINE

JANUARY - MARCH 2021

26 58 |

BOLD STRATEGIC AN MPRSK

MPRSK isn't just a designation, it's a way of life. Build your professional network by joining #TeamPR today.

Registration Charges: Full/Associate: Kshs 10,000 Student: 2,000 For more information, contact: Tel: 020 262215/7 Email: membership@prsk.co.ke

JANUARY - MARCH 2021

Editor’s Note

Jaded as you might be, silver lining exists Who knew that after a year of unprecedented Covid strains, we would get back to where we were in March 2020? The eventful start of the year 2021 has not yielded much as it appears we have started re-living 2020. As we were adapting to the new normal, we have found ourselves back to where we were, consequently, leaving even the strongest of us end up feeling jaded. While we don’t expect life to snap back to normal post-pandemic, the arrival of the COVID-19 vaccine has brought with it commonplace measures to curb the spread of the virus. This is good news just as much as the situation brings with it new opportunities for communicators. The thinking behind this edition was deliberate to story ideas that are carefully chosen to suit the dynamic environment we operate in. Special mention to the President, Dr Wilfred Marube, as well as the Council for their immense support towards our editorial journey. That we have been able to bring you this written word is a testament to the commitment and support of the Council to the Editorial Board- a healthy mix of gallant individuals who are driven by the sole desire to bring you - always- insightful content. Special thanks to this amazing team! We also have a special interview by a man who is arguably the most learned friend, Prof Wajackoyah whose interview was as emotional as it was enlightening. The Kenya Women Series by Patience Nyange that commemorates International Women’s Month in March is a new one you should not miss. Patience has a knack for telling human interest stories in a special way. There are other interesting reads from writers locally and internationally which you should not miss. It’s our hope that this edition will make an informative read to you. On a sad note, however, we have tributes for our departed colleagues: Fellow Collin Church, Jennifer Wambua and Lorna Irungu-Macharia, who made tremendous contributions both to the growth of PRSK and the PR industry in Kenya. May their souls rest in peace Take your time, flip through the pages, share your feedback with us via editor@prsk.co.ke and also share within your circles. Happy reading!

Maureen Koech, MPRSK Editor

Editorial Board 1. Awino Gilbert 2. Elizabeth Mulae 3. Joseph Ndegwa 4. Kamuzu Banda 5. Nicholas Mureithi 6. Dr Wilfred Marube

Chairperson Member Member Member Member Editorial Advisor

JANUARY - MARCH 2021

TABLE OF CONTENTS 9

Leveraging your skills to stay relevant How then do I position myself in this fastpaced industry?

KDF: A showcase on effective communication By applying real health-related stories that bring a human face to health needs, telling how WHO protects the health of its target audiences while inspiring people with success stories.

46 8

The shifting landscape of Public Relations Since the emergence of public relations back in 1900 and the official practice of public relations beginning in earnest in the year 1920, there have been numerous variations in both the career opportunities and the practise.

Tourism post corona

Effective crisis management and brand reputation A positive organisation, or brand reputation is more important today in a world dominated by digital communication

58 43

Reviving the tourism sector through the MKSE programme

JANUARY - MARCH 2021

Regional economic block-led negotiation for equitable access to the Covid-19 vaccine

Role of communication in averting crisis

#KenyaWomenSeries

Politics and the Covid-19 Vaccine

A perspective of the 46th US presidential inauguration ceremony There were lots of ‘first ever’ appearances with regards to the ceremony.

Global Alliance opens new office in Kenya The Global Alliance for Public Relations and Communication Management (Global Alliance) opened an office in Kenya that will be hosted by the Public Relations Society of Kenya (PRSK). The opening of the new office was aimed at providing liaison and communications support for the activities and programmes undertaken in the African region. The Alliance also opened another office in New York to be hosted by the Public Relations Society of America (PRSA) bringing to four the number of GA offices around the globe. “Global Alliance is truly global and its presence must be felt in all the continents, delivering services more effectively and efficiently closer to our members, increasing our diversity and inclusiveness” said the President of Global Alliance and Global Ambassador and Hon. Life Fellow of PRSK, Justin Green. He expressed its gratitude to the Public Relations Society of Kenya and to the Public Relations Society of America

for accepting to offer these essential office services. “This cements Africa’s position and by extension, Kenya’s Public Relations industry; and our contribution to the growth of the PR profession on the global map. We look forward to collaborating in even more programs that will not only grow the African PR Associations but their individual members as well” said Dr. Wilfred Marube, President of PRSK.

This brings Global Alliance closer to its members in Africa and North America and is envisaged to fortify linkages and strategic programmes for the benefit of Global Alliance members in these Continents. Currently, GA has its head office in Lisbon, Portugal serving the world and an office in Jakarta, Indonesia, serving Asia Pacific region.

Scholar to lead placement at College body Dr John Oluoch has been appointed the Director Placement Coordination and Career Development at Kenya Universities and Colleges Central Placement Service (KUCCPS). Dr Oluoch, who was doubling up as the Dean for the School of Information, Communication and Media Studies (on acting capacity) and the Director Privately Sponsored Students Programme (PSSP) at the Rongo University, is a seasoned communication scholar with over 15 years’ experience and is a renowned author of the book Modern PR Practice in Kenya. He is a member of PRSK whose passion and commitment for mentorship remains unchallenged.

The Society’s leadership assumes office with high expectations from members who have reiterated on the importance of having the Institute of Public Relations and Communications (IPRAC) Bill passed to law in a bid to weed out unqualified persons masquerading as PR practitioners hence denying members the opportunity and platform to put their skills to work.

Elected Office bearers assume office after elections Returning officer awards certificate of election to one of the candidate’s representatives The Public Relations Society of Kenya (PRSK) membership elected new leaders during the Annual General Meeting (AGM) that was held virtually early March. Ms Patricia Ndede was elected Vice President unopposed, taking over the mantle from Dr Mbugua Njoroge, who served as VP for one term. In his appreciation remarks, Dr Njoroge thanked members for their tremendous support during his tenure. “Members have spoken and have chosen

their leaders. It is time for elected officials to roll up their sleeves and deliver on their mandate,” said Dr Njoroge. “I want to thank members for according me the opportunity to serve as their Vice President,” he added. In the hotly contested elections, Noella Mutanda, Michelle Anekeya, Jesse Masai, Kamuzu Banda and Paul Oyier were elected Secretary, Assistant Treasurer and Council Members respectively.

The PRSK President, Dr. Wilfred Marube congratulated the new team and assured them of his support. “I have all the confidence that the current team in office will work tirelessly to deliver outstanding results,” Dr Marube noted in his speech during the AGM. The 9-member Council will work towards having a more united professional body since there are many opportunities and capacities that interested members can serve in, without necessarily being elected into office. The Society is currently working to anchor the Profession on Law through an Act of Parliament. (Read separate story on IPRAC Bill) and has developed in roads to ensure the same is delivered before the upcoming General Elections. JANUARY - MARCH 2021

PATRICIA NDEDE VICE PRESIDENT

JESSE MASAI COUNCIL MEMBER

JANUARY - MARCH 2021

NOELLA MUTANDA SECRETARY

PAUL OYIER COUNCIL MEMBER

Why ethical leadership needs to be practiced before a crisis By Michael Ochula, MPRSK Crisis, especially momentous ones, have a habit of exposing leaders. At worst, they expose incompetence and self-interest. At best, they reveal courage, resilience and deep concern for others. It is the latter that is the hallmark of ethical leadership. Ethical leadership is not something that can be ‘switched’ on at will. In trying times, one cannot simply dust off the ethical leadership manual and, like a chameleon, transform one’s approach. The reason for this is that ethical leadership is honed through many years of practice. This is not a new idea. Aristotle described ethical virtue as a “hexis” – a state or disposition – that is shaped by our habits. We come to be ethical by acting ethically, consistently being guided by an ethical framework when making choices, regardless of how difficult this might be given the prevailing circumstances. This is what it means to be a person with integrity. For this reason, the COVID-19 pandemic will (and in some cases already has) reveal what leaders believe to be good (their values) and right (their principles). More importantly, it will reveal how committed they are to their ethical core. Those who have failed to make ethical practice a daily habit will find it difficult. They may already have stumbled or are perhaps struggling to win the trust of their followers. For those who have made integrity central to their leadership, the turbulent waters of communication will be somewhat easier to navigate.

to do. The path one must take, although rocky, lights up and is clearly signed. The Balance between Ethics and Perfection When dealing with all this dynamics, one thing that we should not (and cannot) expect is ethical perfection. In situations like these where there are excruciating trade-offs associated with many decisions, ethical perfection cannot be defined. The available choices are evenly balanced, providing a myriad of possible outcomes that all have considerable merit. It would therefore be preposterous to think that any leader in these circumstances, no matter how ethical, will get everything ‘right’. We should respect those who are being called upon to make extraordinarily difficult decisions, with imperfect information, in a highly dynamic environment. Ethical expectations There are some minimal expectations we should expect from our leaders. We should expect a degree of candour and honesty, accepting that in some cases full transparency will do more harm than good. We should expect that the safety of people – particularly the most vulnerable – is prioritized, accepting that there will be unfortunate loss of life. Above all, we should expect leaders to act with sincerity, rely on the best available evidence and

display ethical competence. ‘Winging it’, ‘intuition’ and ‘common sense’ are not enough. Ethical leadership is for all We should also understand that ethical leadership is not reserved for those who sit highest in the hierarch. This is something that can’t be underestimated. Ethical leadership will need to emerge at every level of society if we are to find a way through some of the difficult times ahead. We should not discount our essential roles as ethical citizens. For the first time in a while, the coronavirus has created a present and common cause that all of humanity can bind to. The pandemic is already testing our leaders and in doing, it has revealed those who have embraced ethics as part of their lives. It has produced benevolent and heroic acts among citizens that extreme circumstances like these so often educe. It is our hope that gradually, ethical leadership will produce a cause we can all be bound by in all the spheres of our lives. When fully embraced by the society, it will dampen the rising levels of corruption, tribalism and self-interest that has been an unfortunate feature of some sectors of our society in recent times.

Ethical Leadership and Crisis Management There is also the possibility that ethical leadership will emerge in the current crisis from the most unlikely of places. People whom we may have thought were not cut out to deal with a crisis or a thrust into a position of leadership will rise to the occasion. Perversely, in moments like these, instead of paralyzing leaders, strategic communication can provide greater clarity on what is the ‘right’ thing JANUARY - MARCH 2021

against the pandemic while at the same time encouraging local travel contingent on the easing of inter-county movement restrictions.

Tourism post corona By Juliana Juma, MPRSK 12th January, 2021 will be a memorable day for the Kenyan Twitterverse. The reason? British supermodel Naomi Campbell had been named Magical Kenya International Ambassador. The hue and cry from Kenyans on the platform was instantaneous. A section of users called for the resignation of Tourism Cabinet Secretary, Hon. Najib Balala, while others gave a myriad of suggestions for a candidate “best suited” to be the country’s brand ambassador. Beyond these reactions however, such a situation has created an environment to compel all Kenyans, besides tourism industry players and public relations practitioners to become actively involved in the re-invention and subsequent adaptability of the tourism industry to weather the ravages of the COVID-19 pandemic. Effects of the Pandemic on the Kenyan Tourism Sector It goes without saying that the tourism industry was the hardest hit sector in Kenya’s economy, with losses just shy of the 90-Billion-shilling mark between March and December 2020. The aviation industry was also heavily affected due to the globally constituted lockdown measures. Hotel room revenues went down drastically and most socially-driven leisure activities were curtailed. 8

JANUARY - MARCH 2021

The Meetings, Incentives, Conferences and Exhibitions (MICE) sector had its fair share of a negative impact as numerous events were cancelled with projections of losses running into Ksh. 163.56 Billion. This is among many other sectors that have suffered a ripple effect from the reduction in travel. Many hotel workers in various parts of the country were not spared either and various hotels ended up either suspending operations or entirely closing up shop and sending staff home, some on unpaid leave. Key attractions {flora and fauna} on which tourism is founded were and still are in peril. Revenues realised from tourism are channelled towards to the salaries of the rangers that protect these natural assets. The discontinuation of this support has massively affected the protection of wildlife and created a loophole for their accelerated illegal exploitation. Inward Solutions When it became apparent that the pandemic would be in our midst for a while, tourism industry players increased calls to adapt inward solutions to mitigate the economic effects of the virus. Economic stimulus packages aimed at reviving various sectors were deployed. The Government of Kenya set aside 500 million to cushion the tourism industry

Suffice to say, domestic travel has seen a marked rise with many hotels across the country adjusting their rates to encourage local occupancy and many tour companies going above and beyond to create reasonably affordable memorable experiences for their clients. In response to the pandemic, the digital space suddenly became a force to reckon with. Tour companies and hotels rapidly adapted and began tapping into the “influencer market” to foster partnerships with various social media influencers to market their service/product offerings. Self-contained properties also quickly became the preferred mode of enjoying a trip with the assurance of minimal-to-no interactions with other travellers thereby greatly reducing any health risks. The rise of creative travel package niches also saw the entry of “work-cations” as a public relations concept aimed at creating an environment that allows one to work even while on vacation. Throw in a children’s e-learning environment and you have a reason to take the whole family on vacation for extended periods of time, at a reasonable cost. On a global level, star athletes such as Eliud Kipchoge and Brigid Kosgei were engaged to endear Kenya as the topof-mind destination of choice for both international travellers and investors. In light of all these steps, however, much more needs to be taken into consideration if any of the tourism recovery strategies are to succeed. Tourism Post Corona The inevitable disruption that the pandemic has caused has meant that many industries including tourism have had to quickly develop strategies based on resilience and sustainability. These two words are increasingly becoming part and parcel of economic recovery approaches and long-term conversations moving forward. According to a recent survey commissioned by the Kenya Association of Travel Agents (KATA) assessing the readiness of travellers to travel post-COVID-19, most travellers need

assurances of their safety while at their destinations. The Survey also noted that most travellers fear getting quarantined or ‘locked down’ in a particular destination. Traveller re-assurance therefore will be a critical game-changer in a post-COVID-19 era.

The pandemic has taught us that the sector is both extremely vital and vulnerable, and therefore the success of its recovery strategies depends on a collective effort from all of us. Inward solutions therefore need to be underscored for future economic posterity.

Further to the already existing inward solutions currently being explored, the vigorous “Tembea Kenya” campaigns by Magical Kenya as well as the “Zuru na KWS” campaign by the Kenya Wildlife Service are examples of well-packaged ideas which, when empowered with the right buy-ins, are poised to build the sustainability of the tourism industry beyond this and similar disruptions.

The arrival of the COVID-19 vaccine has been an instrumental step in re-building the confidence of travellers to venture beyond their homes and discover new experiences. With a successful roll-out of an effective immunization plan, the tourism sector is likely to be among the first sectors to make a speedy recovery with domestic tourism becoming a primary market for the sustenance of the industry. Similarly, the roll-out of the vaccine in many countries across the world will also enable the restoration of external tourism.

Out-of- the box thinking will be critical in ensuring all players in the tourism sector (both consumers and suppliers), benefit.

Technology cannot be left behind in this endeavour either, and tourism industry players will need to consider investing in, among other hi-tech approaches, the Virtual Reality (VR) space. VR offers a user a taste-before-youpurchase experience thereby increasing traveller’s appetites to resume travel once restrictions are completely eased. If tapped into, VR will undoubtedly enhance a potential traveller’s incentive to visit a destination, which will in turn translate into higher bookings. Though recovery will undoubtedly take some time, with the right measures implemented and effective information dissemination, the tourism industry is sure to bounce back bigger, better and more resilient.

Leveraging your skills to stay relevant By Ruth Mbugua

d’etre. This will help you become a strategic communicator. Upskill Build your writing and communication skills through consistent practise. Read more, write more to become better.

As a budding PR professional, I have always had a passion for growth, keen on networking and learning from the right people and upskilling. However, often times I feel lost and confused in between communication and PR. How then do I position myself in this fast-paced industry? Leverage your strengths We have the privilege of being well versed with management of digital channels. Devise strategies that will help manage brands online. Also networks with online influencers will help you maintain your online brand image. Depersonalization More often than not we take offence when our ideas don’t get adopted even when we believe they are brilliant. Learn to depersonalize from your work. Remove yourself from the process. It’s not you

being edited, it’s your content. It’s not your creativity or ideas being questioned, it’s whether it’s a good fit or not for the brand. Remember, we all have different experiences and perspectives. Take it as an opportunity to learn and get feedback. Network As you start out, you may not have the relevant networks especially in the media. Take this opportunity to learn from your seniors and build relevant networks and strategic relationships. Relationship building is a process and it takes time. Be open-minded Take time to learn before specializing in any area. PR is a dynamic field. Be open minded and have the willingness to learn new things. Learn from everyone, even those you think are junior to you. Take time to understand and acclimate yourself to the organisation’s raison

Create value One of the things I wish I learnt earlier was demonstrating the business value of public relations. Learn to be strategic in public relations. Many times, sectors such as marketing, communications and public relations are viewed as expenditure to the business. However, you need to be able to show how PR contributes positively to the business. Eye for detail As a PR person you have to be very detail-oriented. There is nothing more embarrassing than mistakes in publicly released information such as wrong client name or error in figures. Always have a second and third pair of eyes to review your work. Your possibilities are limitless. The ball is in your court and you have been granted the resources you need to grow in the profession and claim your place in the industry. Own it. JANUARY - MARCH 2021

Stop boardroom sycophancy By Christopher Ngolo Okinda, With the advancement of technology and the increased misconceptions about the role of Public Relations, there is need for young practioners in the industry to lead and guide the profession to its roots. The noble name of public relations has waned over time and the establishment of the Society is to work towards managing and enhancing the reputation of the discipline. The journey has already started and there is light at the end of the tunnel. The young professionals must continue with the journey to the decision-making table. The Public Relations profession started losing its grip when organisations with fully functioning departments started outsourcing for the same services. How do you outsource for services you are capable of offering? This is where Public Relations Agencies started becoming popular thus killing the confidence and the profession of those working in those organisations. Poor management skills and in some instances, members reducing themselves to minute writers and personal assistants to the bosses- even when the boss has an officer assigned as a personal assistanthas also caused the current state where Public Relations practioners carry notebooks and speeches for the boss. That is not our place as professionals. In addition, poor strategies and lack of communication policies that guide most of the institutions, increased encroachment by media personalities as well as poor writing skills are some of the reasons we are where we are today as a profession. The young professionals are challenged to change this narrative to bring out the desired respect to the profession. PR Professionals in Power Currently, we only have a few public relations practioners in Kenya holding key positions. Just to mention but a few is the PRSK’s President Dr. Wilfred Marube, who also doubles up as the Chief Executive Officer (CEO) of the The Kenya Export Promotion and Branding Agency (KEPROBA),, Dr. Alfred Mutua 10

JANUARY - MARCH 2021

the Governor of Machakos County, Dr. Ezekiel Mutua, CEO Kenya Film and Classification Board among others, who have set the pace. Young PR professionals need to realize that the journey to the top is not easy but through working within the principle objectives of Public Relations, the journey towards the decision-making table becomes achievable. Public relations’ unique function in any organization is to help the organization develop and maintain relationships with all of its key publics and stakeholders by effectively communicating with these groups. Communication is key in maintaining a satisfactory, long-term, trusting relationships with publics and stakeholders. Basic Technical Expertise Young practitioners must realize that their careers begin as communication technicians. This role requires executing strategies with the communication tactics of news releases, employee newsletters, position papers, media placements, website content, speeches, blogs, and social media messaging. Practitioners in this role are usually not involved in defining problems and developing solutions but base their tactics on the technical skill of writing. This is experience is similar to the role a doctor performs to a patient. One becomes an authority on a particular industry, problem, or type of public relations and is given the primary responsibility to handle this function as a consultant or with little input or participation by other senior management. Strategic Thinking in PR The young Practioner must think like a Public Relations Manager who is involved in the strategic thinking of an organisation and must be able to conduct research and measurement and share data that informs better decisions for managing relationships with key publics. In addition, he/she thinks strategically, which means he or she will be focused

on the efforts of the organisation that contribute to the mutually beneficial relationships that help it achieve its bottom-line goals. These efforts are not limited to communication strategies, but include monitoring an organisation’s external environment, scanning for issues that might impact the organisation, and helping it adapt to the needs of its stakeholders. Learning From the Experts Belmont University, associate professor and Chair of the department of public relations, Bonnie Riechert, Ph.D., APR, Fellow PRSA once said, “Learn to write — please! Be willing to start at the bottom, just get in there and do some work. Learn and look for opportunities that present themselves where you can grow. While I never strayed too far in my 34-year career, it was definitely not a straight line to where I am. I took chances, pay cuts, risks. It’s not always easy, but it is worth it in the end.” Young professionals can learn from this and better the profession. The young Practioner must equate themselves to important contributors of any business. Don’t see public relations only as organising media events or talking to journalists, but as a critical role within the organisation. Know your business numbers; be quick to respond to crisis. To remind all, the PR function must be present on the decision-making table to offer strategic advice and stop the “yes boss” mentality for the profession to regain its glory. Our young professionals can make this change possible. The writer is a Communication Assistant at GDC

Bastion for PRSK prowess By Mutethia Wa Mberia Building of a corporate entity requires strategic foresight and commitment from all with a stake. Indeed, duty bears must demonstrate willingness to subdue individual interest to that of the corporate institution for survival of the organisation they lead. Institutions like Public Relations Society of Kenya (PRSK) assume this prism with a knack for institutional capacity, espoused in its governance organs and membership. In delivering on respective responsibilities, we must be always orient our zeal and energies in a manner that transcends our time. Any corporate worth its course must have institutionalized structures that pervade its operations. These includes governance strategies; internal policies framework; administrative guidelines; internal and external stakeholder engagement models; risk management mechanisms and importantly, succession plan outlook. Of all these structures, the human capital factor is critical in delivery of the current focus and shaping the future of an institution. Young professionals in PRSK just like any other institution must always be a question of focus and reflection. The modern time professional have a dynamic wiring with flair of creativity, focus and aspirations. Therefore, PRSK should always review its tact to be in sync with not only this very fluid pool but also the dynamics the PR professional is portending to assume in near future. Periodic sharing of resonating messages to the youthful should consistently be undertaken by PRSK not only to assure the youthful professionals but also a demonstration of their import and value to the PR arena. Early talent nurturing There seem to be “late focus” and linkage between PR professionals with schooling. It is appreciable that disciple choices and persuasion is assumed right from early ages of scholarship. As PRSK, there may be need to broaden the scope and tailormake engagement programmes right from secondary schools and graduate to higher learning institutions. This is pivotal in ensuring that the profession

does not only have numbers but have professionally grounded practitioners that are able to shape and influence future responsibilities. Youth leagues To upscale the current PRSK’s programmes targeted to students pursuing PR/ Communication related courses of study, as a professional body, a creation of “league of PR professionals” drawn from different colleges and universities should be considered. The criteria for identification and collating of such a list should be based on a wellthought selection process. For instance, there could be a clustering of regions where best students in PR would be selected through a competitive process to form regional PR youth leagues attendant to the region. Such select pool from different regions would be consolidated to form the national leagues. In such leagues, the PRSK gospel will not only be known but reach and be appreciated across the regions through such outfits. Trainee programmes Many accomplished professionals in various specialization have honed their

skills and eventually ascended to career echelons courtesy of trainee programmes. Borrowing from this cue, a robust trainee programme steered by PRSK can be instituted. Through established partnerships locally and internationally, resources may be realized to run to fruition such a programme to ensure a critical mass of expertise now and in future. In this programme, professional exposure to the budding professionals can also be realized through programmes like exchange missions, study tours, crossdisciplinary symposia within and without the country. It is in recognition, designating and creatively creating opportunities for the young professionals that there will be a mutual gain and tapping into the potential that the youth professional present for the growth of PRSK. In well-structured youth professional programmes, the body will cement and stamp itself as an authoritative sustainable body beyond Kenyan borders. Importantly, having empowered a generation and left a mark of posterity, PRSK will have lived to the larger call of serving humanity. JANUARY - MARCH 2021

Prof Wajackoyah: I became an undertaker in order to earn a living in the United Kingdom He doesn’t subscribe to any religious group yet he is as spiritual as one can be and believes in putting God first over everything and; is also the senior-most priest of Hare Krishna By Maureen Koech 12

JANUARY - MARCH 2021

We usually create a road-map for our lives but more often than not things don’t go our way. You want to be a doctor and end up being a professional in another field. C’est la vie, as the French say for a man who rose from a street child to a night guard to a grave digger. Indeed, life has served Prof George Luchiri Wajackoyah a mixture of the best and worst in equal measure. The 61-year-old celebrity lawyer became a street child at 16 years after his parents divorced. This, he says, has contributed to what he is today. Growing up without guidance from his father, especially, punctured his ego as a man. “I feel like a stranger to myself because I don’t trust people around me,” he says. That he is poised and punctilious is a glaring fact to anyone who walks into his office located on the posh and affluent Karen area. Exquisite and rich taste is a perfect descriptor to this man who has a striking semblance to CT Muga who isn’t related to him. He is known for his love for watches and has a collection ranging from rose gold to green and purple gold. He has an enviable physique for a man his age yet he doesn’t work out neither does he diet. He dons a beard, which gives him a vague resemblance to Wole Soyinka. “This runs in our family, all of us are lean bodied and grow beards from an early age,” he says showing us a photo of his athletic son who is with Arsenal Junior Academy.

education. He recounts how traumatic his first time handling a dead body was. “I couldn’t sleep,” he says. But ironically, he says, he found peace and comfort even though he resorted to drinking to escape from the reality of his odd jobs. Most Learned Friend? Many argue that he is the most educated, or if you may, learned lawyer in the country with reports of him having 16 degrees a far spread rumour. “It’s absurd to actually think someone can have that many degrees,” he quips. He had to push himself to attain as many degrees as he could because he couldn’t fathom the thought of going back to where he came from. He is currently juggling both work and school and doing his Postgraduate Diploma in Migration at the University of Nairobi and at the same time his 2nd PhD in Law from Walden University, Minneapolis. With more than eight law degrees from US and UK and Advanced Diploma in French from the University of Burundi, one would understand why the streets purport that he has 16 degrees. He is an alumnus of University of Wolverhampton (Bachelor of Law with Honors); School of Oriental and African Studies (SOAS), University of London (Master of Laws); University of Warwick

(Master of Laws), Westminster University (LPC), World University Service, London (International Refugee Law), University of Baltimore, Maryland (Master of Law), American Heritage University, California (PhD honaris causa); University of Walden (PhD candidate PhD in Criminal Justice and Public Policy (immigration) and University of Nairobi/ Maastricht (Migration). He is currently an Adjunct Professor at the United States International University (USIU) and visiting academic to many universities in the US. Friends with Speaker Nancy Pelosi Prof Wajackoyah is one man who has made friends in high and low places alike. From Nancy Pelosi Speaker of the United States Congress, Magic Johnson, Lord Popat of the House of the Lords, Prophet TB Joshua, Lt. Governor of New York and his former classmate, Tundu Lisu to the farmer in Matungu; he knows not about labels. To him, if he can help, he does it whole heartedly. “If I can help someone move from 20 to 50, why not?” he asks. He says he vowed to make sure he leaves an impact in the society by helping as many people through education due to the childhood he had. He has taken so many young lads and lasses through school because that is the only way he can give

A linguist par excellence, Prof Wajackoyah speaks 11 languages including local dialects and does tap dancing; which is predominantly Spanish. When we asked him to say something in fluent Swahili he surprised us by delivering it in an impressive coastal lilt. He is as comfortable in Karen as he is in Kibera. He sometimes boards matatus and goes to feast with the youth in slums as he tries to understand their plight. Guest of the State and Seeking Asylum In the 1990s, he had to seek an asylum in the United Kingdom after he was arrested only to be rescued by Americans. “Life overseas isn’t what we think. It is tough. From financial challenges to racism, the list is endless,” he says pensively. He had to wash dead bodies and work as a grave digger to make ends meet and finance his JANUARY - MARCH 2021

back to the society that made him think education was a luxury. He is as selfless as he is altruistic. “The only way you can fulfil God’s purpose on earth is if you leave better than you found it. Prof Maathai will be remembered for her quest to make the world greener and one day, my contribution will be footnoted in history books,” he says. He believes in leaving the camera at home when helping the needy, a debate that is alive on social media. Presidency The alma matter of The University of Baltimore, Maryland has passion for change and he does it in his own little way. In 2017, he teamed up with Abduba Dida under Tunza Alliance to take a stab at the Presidency. They were, however, unsuccessful. He is the proprietor of the Roots Party through which he started the #ShaketheTreeMovement that has become popular both at home and abroad and is now in 134 countries and counting. He also played a pivotal role in the just concluded Matungu by-election and he believes he is the ‘bastion of luhya unity’ now. Wealthy clientele His client list comprises Presidents, revolutionists, most influential politicians as well as some of the most controversial people. He represented the Akasha brothers, musician Antoine Christophe Agbepa Mumba popularly known as Koffi Olomide when he allegedly assaulted a woman at JKIA. Others are Tanzanian opposition leader Tundu Lisu, Uganda’s 14

JANUARY - MARCH 2021

Stella Nyanzi and even Goodluck Jonathan of Nigeria. “All I want is to see justice served,” he says. “Sometimes that means working with people who have already been prosecuted by the court of public opinion and already given a guilty verdict,” he adds. Balancing Work and Family He acknowledges that he wouldn’t be able to build a successful career without the support and blessing of his family, especially his wife. His wife, an African American, has walked his professional and political journey with him. He says she challenges him despite the fact that they live in different countries. “She will ask why I chose A and not B and make me see things from a different perspective. And that’s why I love our marriage. I fall in love anew every single day,” he says blushingly. He opines that understanding your priorities saves one a lot of trouble. Subscription to Religion He credits his success to God. One would think he subscribes to a certain religion, but he believes spirituality doesn’t have to be tied to religion. He is a member of the Church of Scientology, a senior priest of Hare Krishna, has read the Quran and the Bible from cover to cover, has done Buddhism too. “I was curious to understand if the God of Muslims is the same as the one for Christians. And if we serve the same God then it would be discriminatory to think there is any religion that is superior to the other,” he asserts. He believes that the African

culture is rich and superior. Wanted dead or alive There is a bounty on his head in certain countries because he represents people who are believed to be enemies of the State. His quest for justice has seen him earn respect and contempt alike. “There are countries I can’t step foot in because of my clients,” he says. He stands by his choice to represent those clients and holds no regrets. He acknowledges that this has earned him enemies in high places but his conviction remains unwaivered. “My conscience is clear and I sleep well at night, that’s what matters,” he adds. He also has taken some countries to International Criminal Court (ICC) because of their blatant disregard to human rights. Police support That he has supported many youth through the Police Academy is a well known fact. As police officer in 1990s, he understands all too well the challenges they face. “From their pay to their housing. A lot has to be done to improve their situation,” he asserts. He notes that the discipline he has today is courtesy of the training he got in the police school. “We need to encourage the Police and not ridicule them,” he adds. Violence Against Women Prof Wajackoyah believes that women are to be loved and cared for. Violence against women shouldn’t be tolerated. “Men who raise their hands on women are cowards,” he says.

Want to be a good communicator? You must retool By Lillian Kimeto

Communication is a vital part of policy processes in a functional government and in order to reach citizens easily, there is a case for methodologies that are in tandem with reaching a wider audience. Therefore Government communicators need to bring their training and expertise in analysing the audience, creating and adjusting messages effectively. For this to succeed, they need data and insights which can be used to understand the opinions and perceptions of those to whom government programmes and projects are targeting. Policy maker can also use communication to understand the problems, challenges and needs of the citizens the project is targeting. This of course leads improved the interaction as it allows feedback from the citizens. If citizens understand what is

being done, you achieve much more. One would ask, what exactly is development for communication? In the Kenyan context, the government, private entities retain communication specialists who play different roles to communicate development programmes and projects. These practitioners range from photographers, Public Relations practitioners, content writers, journalists and graphic designers. However, these practitioners are retained only for tactical and operational purposes and only very few sit on strategic meetings. What this means is that development communication is not integrated into the end to end of project conceptualization and implementation. As a result, there is inadequate stakeholder

engagement, public participation and mass communication of development milestones in Kenya. Therefore, there is need to put mechanisms for retooling communications professionals, journalists and other media practitioners. There is also need to strengthen training institutions and think through the quality of the curriculum in addition to the government of Kenya Communication Policy and a legal framework to guide government communications. A development strategy that uses communication approaches can reveal peoples underlying attitudes and also helps people to acquire new knowledge. Therefore there is need term development to connote human development through creating social and economic opportunities. JANUARY - MARCH 2021

The evolution of PR professionals By Doncaster Maboha PR in its earliest days was known as the profession of generating press releases. Today, it has swiftly transformed to include social media and other modern platforms in adapting to the fast-changing society. PR agencies are consistently finding new ideas to establish connections to clients while the consumer base is getting smarter and more involved. PR has received a total transformation, its key elements being information, persuasion, and building trust. Through the years, PR professionals have focused a large majority of their time on content creation. The development of the internet has made PR change drastically, moving from a broadcast model to an engagement model, which means that industry professionals are in a constant two-way conversation with the media. PR professionals are now focusing less on traditional efforts, trying to make outreach and engagement with the media more organic. By doing so, we are conveying messages to the editors that are more natural and specific to their interests, rather than generic and regulated bulk emails. The rise of digital technology has played a major role in the Public Relation industry’s evolution. 25 years ago, Public Relations wasn’t spearheaded by the digital services we have today. Where once traditional PR 16

JANUARY - MARCH 2021

focused on offline visibility, distributing press releases and news in a one-way communication funnel, today digital PR has brought brands online, allowing them to broadcast information in real-time and have an actual conversation with their audiences.

the internet and the role of the individual in the PR conversation. Individuals can host blogs, YouTube channels, websites, Instagram stories, Facebook posts, Facebook live videos, and podcasts; some of which have become as popular as major news networks.

It’s evident that over the last 25 years, PR has evolved in many different ways, across a variety of platforms. PR is now driven by digital. We must now consider how, where and what consumers interact with via these networks, restructuring entirely how we as PR professionals reach our audiences.

In other words, individuals can become the media or comment on, like, and share stories on major media platforms. Both cases have helped further expand the functions and responsibilities of public relations, with the unique requirements needed for each platform.

Emergence of citizen journalism The Internet has also created the ability to have instant, two-way conversations. With the internet, the public can post comments on stories in real-time. This has created a shift in the balance of power, as well as the role of the audience. It also created a shift in the role and responsibility of PR professionals. Our role has now transformed from crafting and pitching a story to monitoring stories around the clock and being prepared to do damage control if the public reacts adversely to a story. Social media expanded the number of channels and formats available for public relations. It also expanded the reach of

Thanks to the internet and social media, stories now have the potential to go viral very quickly. They can be shared from offline to online and across various social media, as technology has made it easy to click and share. Smartphones with internet access have given us the ability to be reached wherever we are. People carry their phones with them everywhere, so access to the audience is instant. The digital age continues to impact how we communicate, and public relations has no choice but to stay ahead of the game in order to leverage on the power of the new age platforms.

The future of young professionals in the PR industry By Joan Masinde The state of the industry The public relations industry may appear more casual and unstructured to outsiders, but those within are familiar with its organization know what is needed in order to ascend to the top. Universities prepare students for the workplace by allowing them to stage mock events, write press releases and through interning to get a better understanding of the order and hierarchy in a newsroom. While all this may be important and works as a strong foundation of what public relations is, the reality of the matter is that in practice, it is who you know and which networks you have that can be leveraged for mutual benefit. The realness of the industry may be felt at entry level and if one is lucky, during internship.

Young professionals are tasked with executing the vision of the clients, and are required to serve time in the trenches in order to gain experience. The industry is dynamic and constantly shifting to adapt to global trends, so expectations in the workplace may change from time to time and they must be able to mimic the industry in its agility to morph into what the world needs at any given moment. The need to soak in the experiences and develop a thick skin as they climb up the ladder is a necessity if they want to create their space in the industry. What the future holds The pandemic has brought forth the challenges, loopholes and gaps in the industry. The ability for virtual product releases and online press conferences has opened new doors and provided new possibilities for those in the industry. This is an opportunity for young professionals

to quickly grasp the dynamics of change and anticipate similar incidents in the future. Now more than ever, they need to curve their own space in the industry. With the flexibility of flexi-time, the opportunities to create a better future for those who will take over the industry abound, as the barriers of physical have been removed to make way for a fluid, global economy. Fortunately, because this is a teamoriented profession, we rely on each other to produce the best results for our clients – from media strategy to pitching to content. Old ways and new possibilities must come together to accommodate the young professionals in the industry in order for the industry to remain relevant and to attain a future that brands can count on.

Once one steps into their entry level job, they need to ascertain their position in this field before drowning into the daily comings and goings of a job or career. The place of young professionals in the industry The public relations field is saturated. The industry looks glittery to prospective students, and it may be more attractive than most courses. The interest of graduates and young professionals is constant as the profession is associated with glamour. From entry level to becoming a fully experienced practitioner, one must understand the dynamism of the industry. Young professional must understand there is a need to get their hands dirty. Public relations is fast paced, with crazy deadlines and one must be driven and tenacious, so as not to just survive but to thrive. The industry requires its practitioners, both young and experienced, to have confidence, flexibility and commitment in order to be steady in their growth.

JANUARY - MARCH 2021

TRIBUTES Colin E Church OBE, FPRSK, Fellow CIPR 28 January 1940 - 16 March 2021 Colin Church, who died in Nairobi on 16 March 2021, aged 81, could be described as one of Kenya’s greatest conservationists. For 12 years – 2000 to 2012 – he served as Chairman of the Management Committee of the Rhino Ark Charitable Trust, overseeing the completion of the electric fence surrounding the Aberdares as well as the fence around Mount Eburru in the Mau Escarpment. The Aberdare fence was commissioned by President Kibaki and Prime Minister Raila Odinga in 2009. Colin Church’s tenure in office also saw the remarkable expansion of the Rhino Charge as a principal fundraiser for the charity. Colin Church served as Chairman of the Kenya Wildlife Service, Chairman of the Mara Conservancy Project, and was honoured by the Queen in 2018 with the award of the OBE for services to conservation. But he made another contribution to his country, Kenya, as one of the doyens of the public relations profession forming, with Patrick Orr in 1975, Church Orr & Associates, which rose to be the largest PR firm in the region at that time, focusing on travel, tourism and business promotion. Together, with Jesse Opembe and other consultants, they established the Public Relations Society of Kenya (PRCA) in 1971 giving credibility and professionalism to the industry. He was subsequently elected President of the International Public Relations Association (IPRA), the global body representing the industry – the first and only Kenyan to be elected. With a broad range of social contacts, he served too as Chairman of the Muthaiga Country Club. Colin spent his latter years living near Lake Naivasha in the shadow of the Aberdares, to which he made frequent visits. He wrote and published a book on the Aberdares, “Mel-el-Lek’s Mountain – place of mystery, drama and compelling events in Kenya’s unfolding story”, which was widely and favourably reviewed. Colin was a man of the ‘bundu’, never happier than on safari or fishing at the coast. He is survived by his wife Nicole and their son Marcus, and his daughters Antonia, Tanya and Julie. Patrick Orr Founder, PRSK and Church Orr & Associates Executive Chairman, Raitt Orr & Associates, London, UK A personal tribute to Colin Church by Steve Lawrence My first meeting with Colin Church almost 40 years ago changed my life. I was then working in Nairobi as an editor on the Daily Nation and was keen to expand my career in journalism into the exciting new world of public relations. I was struck immediately by Colin’s cool professionalism, good humour and evident business acumen and found in him the inspiration to launch myself into an industry in which he was already pre-eminent. It was Colin’s offer of a retainer and a desk within Church Orr & Associates’ Nairobi office that set me on the first rung of a rewarding career spanning several countries and decades. For some three years as an independent consultant, I worked closely with Colin, and with his encouragement and coaching found myself representing several high-profile clients across Africa – a seminal experience which helped me articulate a vision of working across both the developing and developed worlds. I remember Colin most for his generosity of spirit and a light touch which offered guidance while influencing one to think and work in creative and original ways. Colin’s ability to deal calmly and fairly with people, and diffuse occasional tensions in a challenging business and political environment, taught me skills which I carried into a career that several years later saw me as a partner of Raitt Orr & Associates, a leading London Government and Public Relations consultancy run by Colin’s friend and business associate Patrick Orr. Colin also supported my membership to the Public Relations Society of Kenya which he had founded more than a decade earlier. It is unlikely that without Colin’s practical support, incisive advice and, I am sure on many occasions, patience that I would have departed the comfort zone of a secure expatriate role on a newspaper and embarked on a then less travelled, but infinitely more exciting, professional path. The words ‘guru’ and ‘legend’ are used often in a PR industry occasionally given to hyperbole, but applied, as they have been by many in recent days, to Colin, they are not only entirely apposite, but only barely do justice to his rich legacy. I suspect I am but one of many to have been influenced by Colin Church whom I will long remember, not just for providing me with inspiration at a crossroads of both life and career, but also for being a kind, courteous and intelligent man worthy of that most rare and honourable of epithets: He always paid on time. Steve Lawrence Phuket, Thailand 19 March 2021

JANUARY - MARCH 2021

TRIBUTES I mourn my mentor and friend Colin Church. With his loss, the PR profession and fraternity in Kenya has a big gap. Colin was not just a communications expert. He transcended the then narrow path of PR and gave our profession a huge boost by introducing high level stakeholder engagement pathways for us all. He moved into conservation and left an indelible mark there with his Rhino conservation project. Colin bestowed on PR in Kenya and internationally the much needed image boost and gave it the influence it needed at the high tables of corporate and government decision making.

Colin Church My mentor. And professional counsellor. Had a soft spot for me. And believed in my ability. And me! And that’s what I needed to launch out into consultancy. He gave me the wings to charge into the wild, at a time I so badly needed validation. Thank you, Colin for being a true professional friend. Rest well. Kentice Kitololo, FPRSK and former chair, PRSK

We all owe him a huge debt of gratitude today. May his soul rest in eternal peace! Shabanji Opukah, FPRSK and former chair, PRSK

Lorna Irungu-Macharia COVID-19 has robbed us of our professional colleague and friend, Lorna Irungu-Macharia. A dedicated PR professional and mentor who gave her time to the growth of the PR profession. She was always readily available to mentor our student members through the PR@360 program. We fondly remember her when she hosted Omo Pick-a-Box, a popular TV game show from the early 90s, Club Kiboko, when rocked our airwaves during her days at Nation FM and later on as the Managing Director at Gina Din Communications where she was always ready to use her talents to champion a cause. Her prowess in creative writing was evident in all the campaigns she did. To the family and friends, we pray that you may find comfort through the memories you shared with Lorna. Till we meet again, Rest in perfect Peace dear Lorna.

Mrs Jennifer Wambua I have learnt of the untimely passing on of our dear professional colleague and friend Madam Jennifer Wambua. The cruel hand of death has robbed this country of a dedicated mentor, civil servant and public communications management professional. Having joined the civil service as an Information Officer, Mrs Wambua distinguished herself as a dependable and diligent officer rising through the ranks from the Kenya News Agency (KNA) field beat to the Deputy Director of Public Communications position at the National Land Commission. Her gentle and mother figure persona endeared her to colleagues and other stakeholders alike. She was always a notable figure at many of our PRSK events and related professional development forums. The circumstances relating to the death are unsettling as they are shocking. On behalf of the PRSK membership, I wish to petition the Directorate of Criminal Investigations (DCI), led by our professional colleague and friend Mr George Kinoti to expend the necessary energy to ensure the perpetrators of this heinous crime are brought to book. To the family and friends, please take heart and remain comforted as we celebrate her life. From all of us at PRSK, even as we convey our sincere message of condolences, we also pray that the Almighty will grant you strength and fortitude during this trying moment. Eternal rest grant unto Mrs Wambua, O Lord, and let perpetual light shine upon her. May her soul, through the mercy of God, rest in peace. Amen.

JANUARY - MARCH 2021

Role of communication in averting crisis By Dennis Okore We have experienced a myriad of crises these past couple of months, ranging from floods, locust invasion and most recently the corona virus pandemic. Different counties have had to deal with varied crises, but the common thing has been the impact that has destabilized various systems of government and the population in the counties. There has been a paradigm shift in crisis management in Kenya where uncertainty, adaptiveness, and improvisation replace certainty, goal orientation, and control. This should also be coupled by re-orienting our minds from defining crisis from the angle of the negative press coverage that the governor or the county will be given – the truth is that the issue is bigger than the confines of positive coverage and outlook. Averting disasters that later create crises has posed challenges in the counties due to the lack of robust communication strategies to inform early warning systems and risk mitigation strategies¬¬. In other instances, it is the resistance by populations that impedes the establishment of mitigation plans. Here the populations deliberately or through the influence of other factors are not able to adopt the desired and recommended behavior change practice to avert or 20

JANUARY - MARCH 2021

manage a crisis. Due to the importance of communications in every facet of society, communication strategies will either prevent a crisis from happening or manage its impact.

in supporting the counties in mitigating risks and articulating some of the aspirations of the counties by providing a collective voice to amplify the underlying issues.

The county governments have the sole responsibility of both leading and coordinating the crisis mitigation on many fronts. Communication strategies should be integrated into the County Integrated Development Plans (CIDPs) which stipulate the various development pathways that will be taken to achieve certain political aspirations. While implementing the CIDPs, counties are expected to coordinate with the national government agencies.

Understanding the risks Lack of a coordinated knowledge base of the events and occurrences that could pose Risks and threats to the counties is a factor that creates a green pasture for negative impacts to escalate. This can include knowing the weather patterns or other issues and correlating these patterns with other counties, national, regional and global trends then drawing local scenarios.

It is this coordination that in some instances has been the source of crisis due to inefficiencies in the bureaucratic machinery. The Intergovernmental Relations Technical Committee (IGRTC), a body formed by an Act of Parliament to establish a framework for consultation and co-operation between the National and County Governments and amongst county governments was one of the ways to manage this situation from a legal perspective. Additionally, the Council of Governors (CoG) has played a critical role

Preparedness and response capacity The reliability of communication channels, timeliness, early warning messages is linked to the escalating effect and impact of a crisis. Communication is done using simple language, and where possible traditional systems and tools are incorporated as an essential ingredient of mobilizing stakeholders and the public to averting an escalation of crises due to natural disasters. The COVID-19 pandemic brought the best effort from both public and private

sectors, but it was evident the counties lagged in communicating and operated in a crisis mode when the numbers started escalating. The heavy lifting of communication was silently left to the Council of Governor’s (CoG) secretariat. In some of the counties, the leadership did know what to communicate to the anxious public.

and business continuity. Therefore, County Governments must include crisis communication in their daily operations and ensure that crisis information is ready to be released to the public. Additionally, existing communication strategies must be regularly reviewed in line with changing realities in the counties and further recommendations made.

Follow-up and warning services These sources include agencies with data that can help in forecasting and monitoring potential Risks. They are like watchdogs whose work is to alert the county government when they sense any danger for early action. Apart from the national weather warnings from the Kenya Meteorological Department the National Drought Management Authority (NDMA), Ministry of Health (in the case of Covid-19 Pandemic) counties still have not taken steps to tap into this information and ensure uptake at the local level by contextualizing the messages.

Internal and partner coordination Different partners including health care workers, agencies, community leaders, and any other relevant stakeholders should be identified, and their capacity and competencies considered. These are useful resources when a crisis strikes. The communication capacities of these partners should be assessed, and their potential communication channels of synergy identified. They can anticipate potential roles and responsibilities in the wake of a crisis.

How then can communicators offer direction during crisis? Risk Communication Systems Crisis communication operates in a parallel fashion to disaster communication

Public communication A roster of spokespersons should be reviewed, and their expertise listed. If necessary, they can be trained on how to communicate during a crisis besides their core functions. Messages to be disseminated should be produced and pre-tested. Media and communication

channels should be identified and their potential of reaching the target audience identified. Communication engagement with affected communities Target audiences should be identified and information concerning their knowledge and behaviors should be gathered. Existing community influencers and networks such as community leaders (chiefs, sub-chiefs), traditional herbalists, religious leaders, health workers, community health volunteers, women’s groups, can be used as a media for crisis communication and community engagement. Addressing uncertainty, perceptions, and misinformation management Communication should be done early, and systems should be established to monitor and respond to rumors, misinformation, and frequently asked questions. This is normally what extends the impact of a crisis if not managed well. Crisis communication will often contain business continuity messages. Dennis Okore is a Communications and Public Policy Consultant at www.sus-afric.org JANUARY - MARCH 2021

#KenyaWomenSeries March being the International Women’s Month, we feature stories about women trailblazers whose contribution to the Society cannot be ignored. This edition of #KenyaWomenSeries is proudly brought to you by Patience Nyange. Have a good read!

Commissioner Jedidah Waruhiu

cha Sheria. I build on those baby steps to land at the International Commission of Jurists in 1995 promising disruption to the status quo and service to humanity. I have not wavered.”

Drum rolls please, ladies and gentlemen, I present to you Mrs. Jedidah Wakonyo Waruhiu.

“This Jurist of the Year Award means a lot to me. It is a privilege and an honour to be recognized, celebrated and cited for service to the disadvantaged, marginalized and the vulnerable people within our Republic, Kenya. “I dedicate this award to all the unsung heroes and sheroes of the year 2020 who continue to risk their lives and families, to go out of their way and beyond the call of duty to protect these rights. Those in the health fraternity. The human rights defenders. Our spiritual leaders. Thank you.”

Organized by the ICJ Kenya, The Jurist of the Year Award is held annually and seeks to give recognition, acknowledgement

and encouragement to jurists who have consistently, fearlessly and impartially promoted the rule of law and human rights in Kenya during the year. In her own words, she describes her journey, “As a young law student, I was taught to take the law to the Community by Kituo

In 2016 March, I joined the Kenya National Commission on Human Rights working at the Chairpersons office. KNCHR had four Commissioner’s whom I worked very closely with almost daily. In addition to the Chair, the other three Commissioners included Haki Morara, Chivutsia and this beautiful woman Commissioner Jedidah. Jedidah, who is a wife, a mother of four, defines herself as a born-again Christian and a member of the Women’s Guild and also teaches children in Sunday school. She’s an advocate of the High Court of Kenya and a human rights defender for over 25years now with a particular focus on access to justice in respect to penal, security, refugee and paralegals. As part of my orientation, she invited me to her office and took me through a crash course of sorts, Human Rights 101. Nearly five years later, I still remember our 22

JANUARY - MARCH 2021

conversation. One thing struck me, her humility and accommodative nature. She left me feeling like I had known her for many years. We would later share, many intimate moments, including driving to various places during fieldwork. She’s very soft-spoken. Yes, she is; a silent disruptor of the status quo. Yet inside her, she’s such a beautiful human being many young women will fall in love with, at first sight. Her amiable nature, welcoming and patient is one that most will point out concerning Commissioner Jedidah. Could all her many interns raise their hands, please? Thank you. Commissioner Jedidah is not the kind of person to take anyone for granted. Any little assistance given to her is well appreciated, complete with a written text. Well, in an email she wrote to me a week ago, she said, “We have worked closely at KNCHR which was our meeting point in a cordial, sacrificial and supportive role. Patience, it is because of the support and technical communication advisory you gave to me including PR mentorship that my public service work with KNCHR was achievable and impactful to many, many marginalized people. I am proud to know and continue associating and working with you. I salute you, my sister.” Well, you know how many bosses don’t even acknowledge receipt of emails. Three days later you are left wondering, did my email get lost in the cloud. The deliberate art of appreciating people, everyone, regardless of how small their contribution is, is an art I learnt from Comm Jedidah. Thank you.

But how do other people describe her? I sought answers, and all these resonate too well with Commissioner Jedidah that I was too privileged to share an office with. They describe her as humble, insightful, committed, selfless, intelligent, hardworking, a mentor, courageous, meticulous, patient and a good speaker. Others call her, Mama Paralegal while the intersex community call her “ Mama Yetu”. For the 1st time, I heard people describe her as a spider, meaning, one who builds tight webs around people. Allow me at this point to say, there will be many people I will meet in my life’s journey, and there are many that I will forget. But, Comm Jedidah is not a woman I will forget. Let me explain. I recently cleared my studies from Cardiff University in the UK. I joined Cardiff University in September 2019 as a #Chevening student. Well, until I landed at KNCHR in 2016, I had never heard of #Chevening Scholarship. Comm. Jedidah is a Chevening scholar for the year 2002/03 who studied International Human Rights at the University of Nottingham in the UK. In one of those random conversations along the KNCHR corridors, Jedidah introduced me to Chevening, and as they say, the rest is history. Thank you for giving me a chance of a lifetime and guiding me through it all. I have written about this whole engagement on my blog post here https://www.patiencenyange. com/my-chevening-journey-connectingmy-dots/.

My point is, Comm Jedidah is the kind of genuine, selfless human being who is happy to add value to you if you are privileged enough to find yourself in her life. Thank you Comm Jedidah. While at school, I worked extremely hard because you believed and trusted in me, even when there were many instances when I doubted myself. So what are her guiding values? I ask. Integrity This is because it’s essential to be authentic at all times and do things decently without greed or pride. With integrity, you can honestly give yourself to society or to a cause without expecting anything in return, including appreciation because the intension was not rewarded. Further integrity goes beyond money; it includes the use of other resources like time, skill and assets, including office or another person’s materials. Excellence Excellence is key to the quality of work expected. It means that one focuses on the best results of the task at hand irrespective of whether the task irrespective of whether the task is remunerated or not. It also means that one can serve a disadvantaged or vulnerable or poor person with excellence and total commitment and dedication, just like one would do a rich person for a good pay. Once again, congratulations Commissioner Jedidah Wakonyo. Your journey in fighting for the rights of the downtrodden is valued and appreciated. JANUARY - MARCH 2021

a far-fetched dream. @Caren Wakoli made news for being the only woman that former US President Barack Obama publicly acknowledged during his 2018 lecture at the 100th anniversary of South African antiapartheid revolutionary Nelson Mandela. https://www.youtube.com/ watch?v=ydje8BjPFZQ

Caren Wakoli

She calls herself a student of life, a product of God’s grace and a lover of life. She’s very passionate about equipping and preparing leaders for greater impact, intentional legacies and transformed communities. In 2009, I joined the University of Nairobi to pursue a Masters Degree in International Studies and Diplomacy. This is where I first met Caren Wakoli. Well, most of us had always imagined she was a daughter to the renowned politician Bifoli Wakoli. So the question, “Are you Bifoli’s daughter always came up” to which she would shyly laugh it off. After my second semester, I deferred and left the country for Norway. Though I would later come back to join a different class, our friendship had already taken off so we promised to keep in touch. The best thing that happened at the UoN is that we met other amazing women and formed a support system for life. No doubt a woman alone has power but together we have impact. Rita Maingi, Besty Namisi, Caren Wakoli and I celebrated our 10 years of sisterhood in 2019. It is said that true friends have not only heard of your stories, they have lived through them. The three of us have lived through Caren’s dream of seeing ELF become a reality. Her passion for young people was so evident and she spoke about it in such a way that we all bought into the idea of ELF when it was only but

JANUARY - MARCH 2021

In his speech, President Barack Obama singled out Caren as one of the young Africans he is very proud of and celebrated her for the good work she was doing in Kenya; mentoring Kenyan youth as way of eradicating poverty in Kenya. “I am so in love with working with young people - just calling out the leaders in them, getting them to realize they have a voice and that they matter. Helping them know that the answers they seek are within, and that they can be anything they want to be and they can do anything they want to do, as long they keep the focus, determination and consistently take action.” Caren, is a certified life and leadership coach, transformational leadership trainer and a champion for integrity and good governance. She trained and worked as a journalist briefly before finding her true love – being a youth worker. She then quit to do what she does now. Cumulatively, she has 17 years’ experience in supporting and empowering young people. “I see so much value in this work that even when I get to 90 years, I see myself still advocating for youth inclusion and meaningful youth engagement by governments and institutions. I realized at a young age that leadership is everything. Leadership is a matter of life or death, depending on how it is executed.” But why young people? Youth is the most definitive stage of one’s life and if only young people can do with a little guidance, support and mentorship, they get to set strong foundations for their careers, families, amongst other things. Someone once said that if you want to

know the future of any nation, look at the state of its young people. That’s why I believe it is our duty as a society to invest in our young people – education, innovation, opportunities etc, so that they become active participants in the shaping of the national agenda and the destiny of the nation. During her undergraduate days at UoN, Caren was the first female to be elected Vice Chairperson of SONU and had previously been elected for two terms consecutively – as Congress Lady and Gender Affairs Secretary. So out of curiosity I ask, “What prompted your decision to pursue leadership roles at a young age? “I believe that the quality of our life is directly proportional to the quality of leaders we have. Like John Maxwell aptly puts it, everything rises and falls on leadership. I grew up seeing all manner of vulnerabilities and inequalities. The sting of poverty and lack of equal access to opportunities for many Kenyan families is painful. But guess what, this is not the natural design of things – we are all meant to live in dignity. I believe that we have all we need to take care of all of us, but not enough to satisfy the greed of a few. That’s why leadership matters a great deal.” So, at a young age, I decided to start learning and understanding what leadership is all about. For instance, who is a great leader? What makes one a great leader? How are leaders made? I asked and still ask these questions even as I practise leadership in my sphere of influence. By the time I joined the UoN, I didn’t know many things but I was sure of one thing; that I wanted to be a leader. And a leader I became, and leadership I practise. I am so glad that my journey and purpose have led me to nurturing and growing the next generation of values-based African leaders. I do this every single day and I am so fulfilled. So what do you consider some of your major achievements?

My career journey has been interesting. I spent the early part of my career doing voluntary work in both corporate and civil society, and it paid off. I acquired skills in writing, events management, training and human rights work. That’s why I am a big proponent of volunteerism because it provides room to learn, build your CV, grow networks and decide what path one wishes to take in life. From doing voluntary work, I then joined the media where I worked as a news reporter, radio presenter and writer. I thoroughly enjoyed working on documentaries and highlighting stories of ordinary Kenyans doing some extraordinary work in their communities. After three years, it was clear to me that although the work I did was good, some other work was more fulfilling – empowering and equipping young people to be the best they can be. I did the unavoidable; I quit my job and founded Emerging Leaders Foundation to do exactly that- raise young Kenyans as active responsible citizens who lead change in their communities. The process of starting an organization from scratch to where it is now has been tough but with so many lessons. A few lessons that I’ve learnt: 1. All things start small. 2. Consistency pays. 3. Teamwork is important. 4. Character trumps talent. and many other lessons. In the course of my career life, I got opportunities to serve on different boards and this exposed me to leadership at such a high level that I needed to learn new skills to thrive and be productive. In the past I’ve mostly served on boards of parastatals such as NACADA, National Council of the African Peer Review Mechanism, Uwezo Fund, Nairobi County Youth Oversight Board (Chairperson) and National Committee of Nyumba Kumi. Currently, I serve on these boards: UNDP Youth Sounding Board, The Youth Congress (Chairperson), Siasa Place, YALI East Africa, DSW and Impact Africa Industries. Some of my achievements in these

spaces are; taking part in making policies that protect and enable young people to thrive, contributing to changing the narrative about youth i.e. young people don’t want hand outs they just need access to opportunities and they will turnaround their lives etc. From your experience working with young people, what do you find to be the three most common mistakes they make that sabotage them and what advice would you give them to avert this? They chase after the money – money is good, but pursuing passion has a lasting impact on one’s life. In the initial stages, it may be difficult to make money pursuing passion or purpose but keep showing up with enthusiasm and one day people will start paying you to do what you love. Don’t follow money, money follows ideas, so think ideas and execute them. Many youth wait for situations to be ‘perfect’ to get started i.e. they wait to have the right amount of money, right location, right institution, right partners…etc. I have since learnt that there is nothing like ‘perfect’ in this life. Start where you are with what you have and then rest will unfold in the fullness of time. The other mistake is that many feel they are too young to make a difference. I tell people all the time that you are never too young or too old to make a difference. Most innovation in the world or change across the globe has been led by young people. Young people do matter. Their lives matter. They need to find their voices and talents and use them to leave a mark in this life. And they must not sit out and wait to be called upon to speak or make their contribution. They can create their own tables or invite themselves to the decision-making tables and make their contribution. Your organisation ELF is known for developing leadership skills especially among the youth. Why do you believe this is important? When you sit back and look at our society, something so critical is missing

– good leadership. Young people being the majority of the population - over 72% of the total population, they can lead the change they want to see. All change starts at a personal level. At ELF we believe that everyone is a leader but we need to call out the leader in them and bring them to that realization that they are the change they have been waiting for. We equip the young people with information, skills and the right values and expose them to great role models and mentors who they can emulate and learn from. After 9 years, Caren believes that the work is beginning to bear fruits. There is hope for tomorrow. There is a crop of young people who are saying no to corruption and yes to good governance. There is a crop of young leaders that are leading from a place of values and ethics and are succeeding. There is a crop of young women and men who are holding duty-bearers to account and are also accountable to those they lead – whether at school, at home, in organizations etc. If we want sustainable change in society – we must start with children and young people, so that as they grow older and take up leadership roles, they will already have an understanding of what is expected of them and how they can go about delivering the same with integrity. Integrity matters.

What are some practical things you would advise any young person to do to be a leader at whatever stage of their career they are in? Keep learning – You are never too young or too old to learn. Learning is a lifelong journey and it’s tragic when we stop learning because that’s when we begin to die. Right now there are many avenues through which we can learn – read books, listen to podcasts, converse with mentors/coaches, social media, films etc. Deliberately make a point to learn and grow your mind every single day. Keep showing up, no matter what – There are days when you will feel, exhausted and even wish to give up. Don’t. Encourage yourself to keep JANUARY - MARCH 2021

showing up. 80% of success in life is as a result of showing up. Even if it means crawling out of bed, limping, or pushing yourself, please do so and keep showing up. Trust the process, it will make sense someday. Go the extra mile – The only place with no traffic jam is the extra-mile. Go beyond what is required of you and apply your heart and soul into whatever it is you do. Someone is always watching. Find yourself a mentor – mentors play an important role in guiding us and sharing their stories. You cannot make all the mistakes by yourself. Learn from others who have gone before you.

Service – We find ourselves when we give our lives in service of others. Find a place you can make yourself useful and selflessly serve. People who serve others live purposeful lives. And while at it, take good care of yourself so that you are not pouring from an empty cup. Dignity – I believe we all need to treat one another with respect and dignity regardless of status, age, gender, economic status, titles etc. I also believe that we all need to live in dignity and leaders play a key role in ensuring that the people they lead are living good quality and dignified lives.

Define your values and stand up for them. Values will take you far. Don’t take shortcuts, they will kill you ooh!

Faith – Nothing in this life can be achieved without a strong belief in something. Believe in your God-given abilities to live an exemplary life that makes a difference in the lives of others. Believe that you have all it takes to be successful and to live the life you have always dreamt of.

If you were to choose three values that are most important to you that you live by and shape the way you work, live, and run your organisation, what would they be and why?

While I was curious to hear how other people describe her, I asked her to describe herself. “I say I am a live soul, I am a dreamer, I am an afro-optimist, I am simply human.” Well, there are many descriptions of @carenwakoli, -fierce,

Speak up – There is power in speaking up. Even if your voice shakes, speak your truth. It will set you free.

go-getter, bold, quiet, shy, self-effacing, humble and simply, the girl next door. If you had a chance to create a totally new world for young people, what would you wish for in their new world and what are you doing to create this change now? I wish for a world where they are the centre of policy and decision-making processes, where they are heard, where they shape national discourse, where there is inter-generational discourse and collaboration. Caren is known for her love of this quote, “The tragedy in life is not death, but living a life without purpose.” She considers the joy of finding her life purpose as one of her greatest achievement. “It’s a journey worth pursuing. I am a strong believer in the essence of knowing thyself and doing the inner work, before attempting to change the world or make a dent.” As we usher in a New Year, @ EstherKiragu and I are committing to bring you stories of incredible, inspiring, powerhouse #KenyaWomenSeries, each week. @Esther assists me in editing and curating these stories. She is a Writer, Editor, and Communication professional in Kenya. Thank you, I love doing these stories with you.

Eunice Kilonzo Eunice Kilonzo is a nine time-award winning storyteller and journalist with extensive hands-on experience in organisational communications and media management across various sectors such as health, science, environment, technology, financial services and development. Her career journey in the Media and Communications industry started in

JANUARY - MARCH 2021

high school, where she was involved in writing and public speaking. She kept her passion for paper and pen alive even while at the University of Nairobi, where she pursued a Bachelor of Arts degree in Political Science, Communications and Literature. Eunice Kilonzo honed her writing skills by contributing to various campus newsletters and publications. Her

efforts did not go unrewarded as she earned a three-month Communications internship at the Koinonia Media Center as a first-year student! This was a stepping-stone to yet other seven-month media internship at PATH, a global team of innovators working to accelerate health equity. At PATH, Eunice Kilonzo was attached to the G-PANGE youth program during

her second-year in campus. This was her entry into health communications, a field Eunice is passionate about and known for. Her love for writing opened yet another opportunity in 2013 by the time she did her final paper. “I had an offer to join the Nation Media Group Media Lab program. Embracing humble beginnings with zeal and zest, I started as a cub reporter and advanced to become a health beat reporter, then Senior Health Journalist. By the time I left four years later, I was committed to putting great health stories from across the country and the world - on the front pages. I am proud that during my time, this was possible,” she says. Transitioning from the newsroom Eunice Kilonzo’s desire to advance her career as a health journalist irked her curiosity to read countless research papers. But one thing was evident when she called up scientists, she could feel them struggle to express themselves. She saw the opportunity to support health researchers and scientists to tell their stories. This is how she joined the African Population and Health Center in mid-2017 as a Communications Officer. Determined to excel, Eunice worked with over 250 PhD researchers across the continent to help them amplify their work. My work involved reading a lot of science and medical research and then unpacking it into simple to understand content.” While at APHC, Eunice Kilonzo did an Executive Certificate in Global Health Diplomacy at the Graduate Institute, Geneve. This course broadened her perspective on global health. Eunice Kilonzo was not settled yet. Three years later, her desired to diversify her writing skills pushed her to apply for a short-term consultancy at the UN Environment Program (UNEP). She was tasked to write and produce social media content about coral reefs! “If I was to become a multi-faceted storyteller, I had to do something

different, and this was it. UNEP offered multicultural experiences, appreciation of multilateralism and of life below water,” she says and adds, afterwards, I got yet another chance to join Safaricom PLC as a Manager, Content Generation. This is where I currently work. 2. Please talk to us about how these have shaped your career. • Mentorship I am here because of the mentorship and support by some of my seniors along my career journey. As a way of giving back, I am now mentoring ten young women on matters careers, jobs and personal branding. I am also a mentor at the Global Give Back Circle, a long-distance mentorship program in partnership with the Mastercard Foundation. • Networking This, you must do. Invest in your relationships and be very intentional with who is in your circles. If a network does not serve or support you in the way, you would like, either amend it or leave it. But, do not be the sponge in your network; what value are you adding? Take stock as often as you can. • Career risks (Taking on new challenges/roles) “Take risks! Curious to try out a new job in a new country? Yes, please do. You will learn. You will grow. Almost all my career moves have been risks. I always tell myself: go where the story leads you. Be prudent, do your homework and research (through your networks etc.) and then make a move. One of my mentees is on her way to Amsterdam for a communications job. Is she scared? Yes. But is she qualified and going all the same!” So feel the fear and do it anyway. • Getting out of your comfort zone If it’s comfortable (unless it’s a pair of shoes or pants), you are not growing. Re-invent yourself as much as possible. Beyond health journalism/ communications, I think of myself as a multimedia storyteller. Next time, I may be Eunice, the global content strategist.

• Continuous learning The skills and experiences that got you here won’t take you there. Lookup for new courses, save up and sign up. As a communicator, being skilled in diverse disciplines offers you a helicopter view of interconnected issues. Also, on learning, it is okay not to know. There is no shame in that. We all don’t know everything.

3. What’s the best work-related advice you’ve ever received that you applied and has borne tremendous results? Jaindi Kisero, a veteran writer and journalist, once told us during a Media Lab class while at Nation Media Group, “As a journalist, you must be capable of having the thoughts of an expert and the words of a gossip.” This helps me a lot when I struggle to tell complex stories. I pause and ask: how would a gossip column tell this story? 4. You are in a management role as the Manager, Content Generation at Safaricom PLC. What does the role mean for you and other young women who look up to you? Any leadership lessons that you’ve learnt so far? I love to tell stories, and this role accords me that opportunity and more. I get very excited when I get a chance to brainstorm potential stories and then think of creative ways to use multimedia content to serve that purpose. As a Manager, I have picked up three key leadership lessons to date: Teamwork, excellence and curiosity. • On teamwork, while I can shoot videos and photos and probably record podcasts, I am part of a team with people whose skill in these areas are much better than mine. Therefore, teamwork allows each individual to contribute in a way that complements all our shortcomings. Working as a team is really similar to how a system works. When all parts do their specialised work, then the benefit for the whole is much more significant than when, say, the eye tries to do what the ear is well-designed for. • Excellence is all about quality: it has

JANUARY - MARCH 2021

to be outstanding and excellent. As communicators, we are judged not only for what we produce but also for how we produce it. This reality has taught me to pursue quality over quantity consistently. Check out a platform that I am very proud of; Safaricom Newsroom, which produces great multimedia content. • Finally, my role entails finding the story, telling it and getting it out there. Therefore, curiosity is such a critical skill to have. A leader, I believe, has to stay curious. The impulse to seek new information, experiences and explore novel possibilities is inherently human. “I have discovered, when I am curious, I tend to view tough situations more creatively.” I always have a message to all my mentees, “There are no shortcuts in life.

Society may trick you into thinking there are, but you have to put in the work. Do your very best. Be a team player, pursue excellence and stay curious.” 5. If you were to choose two most important values to you that you live by and that shape the way you work and live, what would they be and why? Service and commitment are the two most important values that I live by and shape how I work and live. • Service: Pour yourself in all that you do. Serve as though you are serving God. I go all out in all that I do. Be it at work, my friendships, mentorship, marriage, family and to my country.

something, I ensure I see the end of it. When I put my mind to something, I stay committed till the end. 6. How do you describe yourself, and how do others describe you? I describe myself as curious, a passionate storyteller and a problem-solver. I think my friends and family will more or less say the same thing too. There are almost no surprises about me. 7. You have a super busy life, do you ever unplug from work? Yes, women need to unplug and recharge. And everyone needs to do so. This is where my djembe story comes in. I play the drum. I have a very musical mind, and somehow, my mind thinks in beats and connections.

• Commitment: Always keep your word. If I say I will do something or deliver

Well, we know Jane for the many hats she wears. She’s a Chevening Scholar like me. She lived in Cardiff (like me, in the year 1996). She is currently the Head of Corporate Communication at the Kenya Seed Company and the Chair of Greenbelt Movement, Kenya. Together we share a number of professional groups including @PRSK and @Network for Media and PR Women in Kenya.

Jane Gitau

In 2018, @Jane my friend @Wavi and I found ourselves as judges for the #ZuriAwards2019. For the first time, I got a chance to spend time with Jane and through my interaction with her, I am justified to call her my senior in all ways. She is, exactly that.

Jane describes herself as a confident, relaxed, passionate, innovative, citizen of the world committed to her tasks. “Every time I have an assignment to pursue, I put in my best foot forward.” #KenyaWomenSeries

“Rainbow” when I was 10 years old and in the Children’s Nation when I was in Form 2. My Form 3 English teacher prophesied that I would be a journalist. She had seen something special in me.

I started story telling from the fireside chats I had with my grandmother during my school holidays many years ago. These stories fascinated me so much I ended up retelling them to my parents in the evenings and my classmates in the day.

In Form 5 a different teacher predicted that I would be a Public Relations Officer (PRO) apparently because I had good people’s relations. Until then, I had never heard the term PRO. This expression through writing continues to date. It shaped my career choice at a difficult time.

I started writing them as well and got published in the children’s magazine

My father would have preferred that I become a doctor but I was far from a good

JANUARY - MARCH 2021

science student. His second choice for me was teaching but then again I wasn’t keen on youngsters. I liked to be around older people asking questions and writing the answers down. So I struggled to find something with writing in it. I was brought up around church so after completing high school I found church-based writing spaces at Step (Youth for Christ) and Beyond (NCCK) magazines, All Africa Press Service (All Africa Conference of Churches-AACC). I then trained at the All-Africa Literature Centre in Kitwe Zambia which was part of AACC.

As my dream crystalized, I joined the media before moving back to the Church this time combining my writing passion with the serious issues around democracy and human rights in which the church was engaged. Since then, connecting theory and practice has been my key focus- whether in teaching or practicing communication. I have understood the importance of leadership in shaping the values and aspirations of the society and I have sought to empower myself and my community to move in particular direction. I believe it was this boundary spanning role that helped me win the Chevening Award in 1996 to study for my MA in Journalism Studies at Cardiff University. I remember the interview had a lot of questions around leadership, the ability to have impact in society, to be a pace setter. I have experience in advocacy and human rights, in academia and in communication. I have taken different courses to enable me gain the knowledge I require in each context. I am currently the Head of Corporate Communication at the Kenya Seed Company, a strategic government parastatal charged with producing seed to ensure food security in the country. Throughout your career, you have served in many prominent positions Chairing boards of Public Relations Associations/ Societies not only in Kenya but also in Africa. Kindly tell us some ways you have contributed to shaping the PR profession in Kenya and beyond through serving these boards? Serving in the different boards I think has been the result of the personal investment I have made in leadership development as well as the recognition by the society I serve. In 2012, I joined the PRSK board as a committee member and two years later was elected the Chair, a role I relinquished in May 2019. Our current President is Dr. Wilfred Marube. At that time, we were getting set to host the World Conference for Public Relations in Emerging Economies (WCPREE) in partnership with the Global Alliance for

PR and Communication Management. In November 2015, we hosted this event in KICC and had 500 global PR and Communication practitioners present. This was a tough season because Kenya was under constant terrorist threat. I would say that just putting this event together was a huge feat in itself. In 2018, we drafted a bill that we want enacted to guide the practice of the Public Relations profession in Kenya. We also introduced to PRSK, the first ever 5- strategic plan to enable us transition with a common agenda on a rolling basis. We also moved PRSK to its own premises as opposed to being hosted by a PR agency as was previously the case. This has given more ownership of the society to members and along with more programs has helped increase member participation. In 2016, I was invited to be Secretary of the Africa PR Association which is based in Lagos. This is the continental professional body. In the past, only a handful of countries have participated and our focus is to grow the membership of the association in each country through relevant communication discussions. Our recent success in this has been Botswana where the association met in May 2018 and Rwanda in 2019. We are now in discussion to host the next event in Tanzania. These three are new countries to the APRA fold. Our next main strategy that I am directing is to focus on the university level students of Communication across Africa to be mentored by professionals under the Young Aprans tag. In 2018-2020 I served as Africa delegate to the Global Alliance for PR and Communication Management headquartered in Lisbon. The GA was adopting a new strategy of strengthening the regional arms of the organization by establishing regional chapters. I established the first Africa regional chapter. You are a #Chevening alumnus of 1997 and went on to become a founder Chair of the Chevening Alumnus Association of Kenya. Briefly tell us about your experience

as a Chevener and some things you are most proud of this Association. The Chevening award came through as answered prayer for me. I really wanted to study and would not have afforded paying for it from my personal resources. I was working for the church at the time and they had funds for scholarships in theology only. So Archbishop David Gitari’s Education Panel interviewed me and said I was the best lay person interviewed then gave me the blessing to source for funding through my department. I responded to an advertisement in the newspaper in the first week of December 1995. I took up studies in September 1996 at Cardiff University in Wales where I pursued Journalism Studies. My mother died while I was away and the Chevening fund provided for my return to participate in the funeral. It was tough. Having completed my studies, I felt very indebted to the British Government for all their support. Starting the alumni association was both for me a symbol of my gratitude – what can I do to say thank you? As well as a recognition of the what they so constantly tell usthat they awardees are the crème de la crème. Surely when the top minds come together, what can stop them? We made the first attempt to start the alumni association in 1998 and we had several meetings in my office on Bishops Road at the time. We had social events in different places including some hosted by officers working for both the British Council and the British High Commission. In 2000 I migrated to a neighboring country- Uganda and lost touch of the events. I returned to find a fresh attempt to form an alumni association. In 2014 we started all over again. This is an alumni association of people who were sponsored by the British Government to pursue graduate studies in the United Kingdom under the most prestigious award given to top achievers by the British government. We have won several funding grants to date to establish ourselves as a policy and advocacy think tank and have been JANUARY - MARCH 2021

invited to help start similar associations in Turkey, Botswana and Rwanda. Our current project is an intervention on working with students with disabilities. We are working with students in Kiambu and Kisumu counties. As a solution minded leader, I am currently leading an effort to write our first strategic plan so that successors have a road map to work with. We work very closely with the British High Commission in Kenya. You were recently appointed as the Chair of the Green Belt Movement (GBM), what does this role mean for you and especially for other women and younger girls watching you? When you start as a woman you will learn that you the first but not the last. Therefore, you have a duty to open doors for others and hold their hands. You also go beyond your specific narrow focus and span boundaries. As communicators we are called to be boundary spanners and that is the role I carry. Mother nature and women have a linkjustice for nature and justice for women goes hand in hand. Wangari Maathai said in different ways that if we don’t respect nature and treat it well, it is unforgiving. So I want to play my role and invite others to play their role in treating nature well. Let us mind the water sources and plant trees for posterity. With such a distinguished career

life, what three things do you know now that you wished you knew 15 years ago and that you would advise your mentees with regard to career and life? Be patient: As young people we want things to happen now. We think it’s a race to the finish point. Have you ever planted a seed, any seed? It requires the right soil, then water, then light and all these within the right time. If a seed is supposed to sprout in seven days, giving it a double portion of all its nutrients will not make it grow in a day. Find a mentor: This is a person more experienced than you in an area of your interest. Learn from them, ask them questions, follow through what you promise to do. While at it, build yourself and all aspects of your career. Please remember to breathe in and out each step of the way. no instant coffee. Stay away from shortcuts. Be a mentor: This, you must do. Many people desire to be shown the way. Be different. Look around. Who needs a hand to learn from? Be that hand with a firm grip. If you were to choose two values that are most important to you that you live by and that shape the way you work and live, what would they be and why?

was utterly no distance between her and the rest of us. In fact, her office operated on an open-door policy, with no prior appointments.

JANUARY - MARCH 2021

Patience: being able to tolerate delays, problems and accepting that people are not angels. There will be delays and we learn to live with them without condemning others. You come across as a self-starter; one who is never afraid to take on new roles and chart new paths that previously didn’t exist. Would you say this is a correct description? Tells us some practical things you do that we can learn/borrow when faced with uncertainty about life and career? If it ain’t broken, no need to fix it. I always have a picture of where I want to go and what I want to achieve. I normally break it down to short term goals and then ask what do I need to achieve this? Who do I need to help me? I also pray and ask God to guide me. Like Gideon in the Bible, I sometimes lay the fleece and ask for a sign. If you had a chance to create a new world for the next generation what would you wish for in their new world? Wow. I have a very simple answer to this question. I wish them peace, clean air, and a world full of opportunities.

Honesty- it is about being truthful, straightforward, having integrity and

Jane M. Mutinda I first met Jane Mutinda in 2012. She was the Human Resource Manager as I signed my employment contract to join the British Broadcasting Corporation, Media Action as a Broadcast Mentor. She struck me as an amiable person. Well, she wasn’t your typical HR. There

being trustworthy. These are elements that we desire and wish to see in our society. I want to be what I preach.

and coached them on career growth, CV writing, preparing for interviews etc, for free! She has gone ahead to forge personal relationships with each one of them, and they can reach out to her, at any time. One of them recommended Jane’s services when her dad was preparing for an interview. She then texted me to say, “Thank you so much for introducing us to Jane Mutinda. She has been preparing my dad for an interview and guess what, he got the job.” Fantastic feedback. I live for such stories.

Nine years later, Jane is one of my best friends, and I am glad that our paths crossed at the BBC offices in Longonot Place, Nairobi. I host my mentees for a sleepover from time to time, but I make sure someone comes to talk to them Jane Mutinda defines herself as a Career about life matters. Jane has met them Coach, Women Empowerment Enthusiast

and a Human Resource Specialist. She’s the founder and Managing Director at Career Management Centre- A HR Advisory and Consulting firm based in Nairobi, Kenya http://www. careermanagementcentre.com. They will be celebrating their 5thAnniversary in March 2021.

We have two main departments – a job seekers department and an Organisations/Employers department. For organisations we provide the whole range of HR services either as an outsourced service or as a standalone assignment.

Jane is passionate about supporting professionals to find their next big thing and job seekers to navigate through the talent market, making them employable by equipping them with life skills that are rarely taught in school.

We also provide trainings in HR and leadership with signature program on the Managers Tool Kit, a program that focuses on Skills that every manager must have.”

As a HR Specialist, she has over 10 years of experience working with international NGO’s including BBC Media Action, Practical Action International and International Medical Corps with one mission; to change how people view HR by endeavouring to create happy workplaces where employees are engaged, motivated to stay and contribute to their organisations’ strategic goals. Jane’s career journey began at the University of Nairobi where she majored in Biochemistry and Chemistry and graduated with a Bachelor of Science Degree, 2nd Class Upper Division. During her internship in a Microbiology Lab, she realised this wasn’t the career for her. “I was not going to spend my entire life in a lab looking at reagents. It was a lonely space for me. I was very sure that was the end of me and sciences. I was privileged to have experienced other departments during my career – I was either going to pursue Marketing or Human Resource Management. I choose HR and have enjoyed every moment thirteen years down the line. My last formal employment was as the HR and Administration Manager for Eastern Africa Regional Office for a UK-Based NGO. I set up Career Management Centre - A HR Advisory and Consulting firm in March 2016. We have two main departments – a job seekers department and an Organisations/Employers department. For organisations we provide the whole range of HR services either as an outsourced service or as a standalone assignment.

tool Kit’ which trains on several skills that every manager must endeavour to excel in – from Career Planning, Team Motivation, drawing the Team Charter, Conflict Management, having difficult conversations, managing poor performance, delegation, budgets etc. We also have HR Management for Non – HR. My biggest achievement careerwise was the decision to walk out of formal employment and start Career Management Center Limited. I have worked with thousands of job seekers helping them to transition to their next big thing; I have worked with organisations especially SMEs ensuring regardless of their size they manage their Human Resources with dignity and within the Law.

The job seekers wing has many exciting products/services including. • Executive and Board CV writing – Your CV is your ambassador and the most important career tool you’ll ever have. It knocks and opens career doors My most recent achievement is supporting for you. women with maternity/motherhood employment gaps pick up their careers. • Interview coaching - Interviewing Qualified women are leaking in the career is a strategy, the best interviewee gets pipeline every second to take care of the the job not necessary the most qualified social development agenda and we are candidate. Most of us are not that good not giving them second chances. It will in interviews even though we are very be my biggest job to see such women qualified. come back without explaining the gaps in paragraphs. • HR Mentorship and Coaching Programs –We support upcoming HR You are the Vice President of professionals to jumpstart their careers. Women in Africa. What does Our mentorship program simulates the this role mean for you and other HR office, it complements experience for younger women who look up to those with limited HR experience and you? Exposure At Women in Africa, we are currently • Strategic HR Mentorship – We implementing a project on Turning provide this to transition operational HR Girls into Breadwinners. This involves professionals to the strategic place. the search for a Female President a.k.a leader in whichever sector. Our mindset You are passionate about empowering surgery project is about demystifying managers with leadership and people all the limiting beliefs that stop women management skills so that they perform from dreaming big; the myth that men well at work. Please tell us about this, have a higher capacity to lead compared some programs you offer to individuals to women, that the man must earn more and organisations respective of their and take care of the ladies. size, for their career and business development, respectively. Women believing that they can only make it in life by marrying well off men. Every manager is an HR Advocate The idea that men should take the lead and should be equipped with people in breadwinning and women in caring management and HR management skills for children and the home still affects because employees deserve a happy men and women today. Surprisingly workplace. There is a famous quote that the violation of this norm makes some “a majority of the employees don’t leave couples uncomfortable with their companies; they leave managers”. We arrangement. a run a program dubbed ‘The managers JANUARY - MARCH 2021

Educated women are paying a happiness penalty for their success and economic independence. Educated women are foregoing their dreams to fit in, and some women have an issue with earning more or being more educated than their husbands. This is still very common in our society and the few women who make it should never forget the millions that are still suffering from this mental slavery. Therefore; We must do the little that each and every one of us can to uplift women and young girls. It all starts with the mindset, and if liberated all women should spare time to mentor young girls especially from remote and informal settlement areas. In most of these areas, women are stay home mums; hence it would go a long way in letting the girl child know that she too has the freedom to chase after her dreams. We still have women who fancy rich boys even when they come with flawed character and most still believe their breakthrough can only come through sexual offerings. It’s a new dawn for the Kenyan woman. We are living in very good times; the environment provides for equal opportunity. Therefore, women should dive in and go to the table with confidence. Let’s not wait to be called, affirmative action is good but it still leaves you feeling you are not enough. Women should not wait to go to leadership under affirmative action only; they should desire, dream big and put work towards that. In many organisations, HR personnel are viewed as the enemy of employees. Please talk to us about this, and some ways employees can cultivate a positive relationship with human resource personnel in their organisation for their career development? This must be a regrettable misunderstanding that possibly stems from the disciplinary and firing role tasked with HR professionals. Some people hate HR because they have information that might affect them (employees) negatively. What we forget is that HR professionals are bound by confidentiality and must play the delicate balance between the employer and employee interests.

JANUARY - MARCH 2021

Some of the perceptions come from employees not understanding how some HR decisions e.g. promotion, termination etc., are made or when they feel the HR is unresponsive to their needs. HR department exists to support employee welfare in the organisation and ensure you are happy at the workplace. No HR professional would be glad to be referred to as an enemy of the employees. HR should be seen as an employee advocate and not enemy, but employees should also not expect HR to babysit them. As an employee do your work, don’t be the 3% of bad employees who are always causing toxicity in the workplace, and of course, don’t break the policies – HR will summon you to explain why your employment should not be terminated.

We asked Jane some common mistakes people make that sabotage their careers and what advice she’d give to avert these mistakes?

development. Many individuals stop learning the day they get their current job, yet complain that the employer does not value training and development. Your current employer is okay with your skills as they are, but you will struggle to move or change jobs if you are not upto-date with the skills required in the industry currently. Make your personal development and career growth your business; this you can’t delegate. 4. Failure to network – Networking means getting to know and letting people know you and your work, this is key for personal and career growth. Believing that your exemplary work will talk for itself, is a huge mistake. People grow because of referrals and recommendations, that promotion will not come because you are so good. 5. The serial latecomer- People come late for meetings and are the first to leave. This is common with women than men. At the same time, women tend to volunteer for non-strategic committees/ extra duties at work eg visiting a colleague who recently got a baby and fail to show up for the strategic ones eg the automation change committee.

1. For students and recent graduates – not building experience while in college through internships and volunteer. You graduate with a CV that has nothing apart from your school grades and your year of birth - competing becomes very hard. If you were to choose two values that are most important to you During internships, some students also that you live by and that shape the do the bare minimum; they sit waiting for way you work, live, and run your assignments from the supervisor. If you organisation; what would they be choose to do an internship or volunteer and why? work, have a plan to learn all aspects of • Quality is our number one value – we your work. You must have some personal want our customers to see the value for objectives that you want to achieve at the money, we go all out to ensure we deliver end of the internship. products/services in a way that people are happy to send us new clients. Speak with people, get JDs of assistants and use these to guide your discussions • Relationship oriented as a culture– with your supervisor. For starter’s sake, We save all our customers by name and take that internship, get experience and always go out of my way to deliver with money will follow. a personal connection. It should never be transactional. 2. Confusing a job with a career and basically lack of career management– We asked people to describe Jane, and most people get a job and become they had interesting things to say. comfortable. A job is a short term goal while a career is a long term goal. Career Jane is a champion of diversity and Management means you are deliberate inclusivity in the workplace. She is and intentional about helping yourself to unapologetic about pulling down barriers advance in pay and responsibility. that hinder women from scaling heights of leadership. She is also an optimistic 3. Failure to prioritise personal leader, very knowledgeable in her field,

focused, ready to help others. Also, very passionate about women issues. Well, I know her as a bubbly lady with an infectious smile! So passionate about HR contribution to the business bottom line! Very committed to empowering and mentoring the younger HR generation.

Finally, if you had a chance to create a totally new world of work for young people, what would you wish for in their new world? I wish for a world that’s results-driven with less control, hoping that young people will exercise strong work ethics

of her most significant achievements. But I am writing to acknowledge her today, for yet another key role in under her name- the first Kenyan woman to oversee a football election in Kenya, a world-class election with no drama!

Kentice Tikolo I am here to tell a short story. A story about disruption, excellence, and a woman: I love it when a Kenyan woman is excellently causing disruption and interrupting the status quo. This isn’t a very juicy story for the Kenyan media. Because Kenyan women rarely get covered when they are excelling in a big way. Allow me to introduce to you Mrs. Kentice Tikolo. I know her as my friend. She’s my professional mentor and a woman that I truly love. When I finally write my book, she will have a special chapter on her own. Kentice as I like to call her, she’s a woman of many titles, but two stand out, she is the Managing Director at Cause Impact PR and former Chair at Public Relations Society of Kenya. Well, she’s done many other big things before, like conceptualizing and implementing the initial campaign and First Lady’s Half Marathon, which is one

and behave like fully informed individuals who understand why they come to work every day. Otherwise, they should be at home sleeping.

Well, if you are like me, football isn’t something I care much about. But here is a woman, she not only understands football, she sits at the realm of football conversations in Kenya. She is the Chairman at Football Kenya Federation (FKF) Electoral Board. Yes, FKF. For years, many of us know that FKF elections are about chaos, lawlessness, anarchy and violence. But for the first time in Kenya’s history, a woman is seated at the main seat, and the recently concluded election has gone seamless. Nothing makes me proud than knowing that this celebrated Communications Professional is fixing the system, one step at a time. To me, this is a confirmation that women are accomplished and adept, even in areas believed to be male-dominated like football. From a recently conducted interview with a local newspaper in Kenya, the Standard, Newspaper, Kentice describes herself as “A simple but firm woman (with a big heart) who believes in equality of people. We all deserve an equal chance on this earth. This can best be achieved through sincerity and integrity. I have a special calling to help those who are disadvantaged. I am solid on justice. A stickler to regulations, I’m a little bit of a perfectionist. I take life seriously: loyal almost to a fault. So, when I give myself to do something, I go out of my way to deliver perfectly. I also am passionate about communication and enjoy teaching. Here is the link to her interview- https://

www.standardmedia.co.ke/sports/ football/2001391463/meet-the-firstkenyan-woman-to-oversee-a-footballelection-in-kenya Our quest to celebrate Kentice Tikolo is our mission to provide much-needed visibility for women champions in Kenya, especially in Kenya. It is also a chance to encourage many other women to join the less travelled route. She knows this too well and has been in the forefront questioning the misrepresentation and lack of visibility of women in sports. Case example: the October London Marathon, where she raised questions about the lack of hype and razzmatazz on Brigid Kosgei’s win. Why did we all focus on Eliud’s loss in the men’s marathon, yet we had a woman who had won in the women race? Did we all pretend it was business as usual? That’s what I am talking about. We must be deliberate in giving equal attention in supporting women in sports because, in Kenya, far too few women are involved in sports. We need to see more visibility for women in sports including the likes of Catherine Ndereba, Tegla Lorupe, Valerie Onyango, Harambee Starlets and the mighty Brigid Kosgei. Well done Kentice. Thank you for leading the way for women behind you. Thank you for holding our hand and trusting us, even when we do not fully trust in ourselves. I am writing this, as a statement that is shared by many younger women, who look up to you for direction and mentorship. I am writing this on their behalf. Some of those women are with you in PRSK and the Network for Media and PR women in Kenya. Thank you for setting the stage for us. We are right behind you. Keep going.

JANUARY - MARCH 2021

Nerima Wako Nerima is the Executive Director of Siasa Place; https://siasaplace.com/ an organisation she founded in 2015 to create an enabling environment for the youth to understand and engage in politics. Its mission is to inform and engage in how politics directly affects our communities and society through practical and relatable communications. Nerima Wako is the third born in a family of four, married and with one child. She is a new mother, and I am looking forward to seeing my nephew. “I am a middle child and a very stereotypical one. I love stories, so whether it’s watching movies, reading books or writing.” Added Nerima. Briefly talk to us about your career journey, and highlight what you consider to be your major career achievements and events around them? I did not plan to start an organisation. As a matter of fact, I was working at a place that I enjoyed. But I noticed a gap that existed. My program was focused on young people in this international organisation, but I hardly engaged with youth-led groups. I wanted a more practical engagement.

JANUARY - MARCH 2021

So I started my organisation. Naturally, it was a very slow start. I was taking on some consultancy work so that I could make some money and balancing with starting an initiative. I was broke and tired most of the time. I’d get home very late in the night because I would work from 7am to 3pm and then focus on my organisation from 4pm to around 10pm.

be in that space; great young minds surrounded me. It was eye-opening to learn the fantastic things that young people were doing in their countries. The networks built have opened opportunities for me. I also met young politicians who were currently serving their terms, and I realised they had challenges very similar to issues in our country.

I remember working as late as midnight sometimes. This happened on weekends too. So I didn’t have much of a social life either. I had just come back from the United States of America. I lived there for seven years. I did my Bachelor of Arts Degree in Journalism and Sociology and my Master’s Degree in Public Administration from the Jacksonville State University.

But the biggest lesson for me was on abundance. We had access to plenty of material. I had never attended a workshop that had limitless material. But oh, there was a lesson on taking as much as you felt you needed. We are so used to getting, for instance, one pen and one notebook at a workshop. Here we were allowed to take as many as we wanted, for friends and family too. And yes we took as much as we wanted.

when I returned to Kenya to start this initiative. Here is the lesson. A lot of people enter politics to grab. Get as much as they can Finally, a breakthrough happened. I as quickly as they can. But here I was received my first cheque from a donor taught there is enough for everyone. If who wanted to invest in my organisation. only we lived that way, we know when I received Ksh. 250,000 (£1,6450) I to say, this is enough, our politics would remember taking a picture of the cheque be so different. And we would never look for future reference. I was so happy that at politics as the only avenue to loot and someone else saw what I saw. It made gather wealth. me believe that I was headed in the right direction. You invest your time in Future Africa Leaders, and often you offer As we do this interview, my organisation mentorship to young emerging has made several achievements. In leaders. Tell us about your counties like Busia and Kericho, there experience as a mentor and the are real-life stories of how teaching youth difference you have made, as well on public participation has led to solving as the platforms you serve or offer community issues such as access to safe mentorship. drinking water, accessible market space, youth employment and more. It is difficult to be a mentor like me because I take it seriously. I believe in As Siasa Place, we also led in the protest living the advice that I give. I can’t preach against a presidential appointment. He water and drink wine. When you are a nominated an individual to lead the mentor, you have people looking up to National Employment Authority Board, you and seeking your advice. So I give it yet we all knew they were not qualified. my all. And that has allowed me to see We took the matter to court, and we won. different sides of a person, the pieces that So the case has been featured in Kenya make one a complete human. Law. Our organisation has grown to be a voice that is recognised. In many instances, people want to be my mentees because they see You are an Obama Leaders Fellow my organisation’s success, but they of 2018, talk to us about your rarely see my struggles at home experience, the role it played front or even with my education. in your getting into politics and Basically, we all have downfalls, governance? and it’s just fine. No one is perfect. As a mentor, I have allowed myself It was a great honour to be selected to to be vulnerable and sometimes to

say, I don’t know, but I am happy to try. Sometimes we may focus on the work that we need to do…. but our lives are also personal. If you are unhappy at home, it can affect your job. They are intertwined, so I try to teach that with the people that I mentor. To help them see all the various aspects of what makes us human. As the Executive Director of Siasa Place, you lead this political hub for women and youth to learn about governance, the Constitution and electoral processes. Talk to us about your vision for Siasa Place; the organisation, some of the programs you run, and why your focus is specifically on women and youth? My vision for Siasa Place is for it to be a place that channels out young people who understand the Constitution and processes of participation. Active youth who want the better for our country. So I see Siasa Place growing to be an institution that teaches these things and grow to be a centre for policy analysts and governance experts. Yes, we have a program that is specific to women, it’s called Women at Web. This program is informed by the fact that many if not most women experienced bullying online. Many choose to leave the platform or limit how much they engage because they find it toxic, but this could also be limiting hence barring them from so many opportunities. Think about women politicians, for instance. They use social media for campaign and voter engagement. But when they experience bullying online, they shy off and leave the platforms. Some of them miss out because they do not how these platforms work. We also have two programs (Siasa Talk and Zivik) whose goal is to encourage youth participation. We engage youth in community approaches and encourage them to find solutions to community issues while being proactive in holding the county leadership accountable. We are big on youth participation and inclusion.

Every Wednesday, we conduct a #TweetChat discussing current national matters. Please look out for updates on the same from our Twitter handle @ SiasaPlace. You work with youth and women, what are some common mistakes they make regarding governance and participation in political and decision-making processes in Kenya? Do they regret these mistakes, and if yes, how can they avert them? Majority lack patience. Be patient. This journey is gruelling, tiring and slow. These things take time, and some start with so much energy, but they get burn out. I ask people to identify what their signs of fatigue are and take the most needed break. At a personal level, I am a work in progress. Last year, we had the whole organisation on compulsory leave because I realised that people were overworking.

advocate around issues. As we wind up this interview, how do you describe your leadership style and how do others describe you? I describe it as participatory. I like to hear people’s opinions before I make a serious decision. And I think everyone’s opinion is valid, from the intern to managers in my company. I like hearing new ideas. They excite me. Other people will tell you I am very particular; I pay attention to detail. Yes, many described her as hardworking and meticulous. “Yes, I am. So, anyone who joins my team or organisation, they have to keep up. I only have space for hardworking people.”

This makes us curious, so we ask, If you were to choose two most important values to you that you live by and that shape the way you work, live, and run your organisation; They do not save for rainy days. In what would they be and why? the beginning, politics tends to be slow. We have to pace our lives and work. And Integrity and Continuous Learning this also requires us being good with money. Start saving early for the long Integrity is so important; it goes a long haul so that you have fuel to push you way. Especially in a space filled with lies through. Politics can drain one financially and deception, like the society we live in. so plan to have safety nets. Even as early That’s what makes us stand out. Integrity as 18 years make savings a real business. is a big aspect in people’s characters that I look out off and something that I practice at a personal level. What more can young people do individually and collectively in Continuous learning. I enjoy reading governance and leadership if there up on things happening around the world is going to be a continuous change when it comes to governance. I like being and impact? aware and informed. I like to see people going far and beyond. Lately, we have youth getting appointed to sit on boards. This is a significant And so, one final question and it is milestone that should be celebrated. a wrap. Previously, most boards had no youth representation. We are glad that we have If you had a chance to create a now submitted recommendations to totally new world of work for young the government on specific policies that people, what would you wish for in touch on youth. We are keen to follow on their new world? their implementation. So youth must be on the lookout for these opportunities. Flexibility. We are sometimes stuck on doing things the same way or going to We have come a long way, and now we the office from 9am to 5pm. I rather have have a youth consortium calling on the someone get the job done and done well youth to serve in Kenyan organisations. early than pretend to be working just to This is great because we can come pass the time. Give young people the together under a particular cause and freedom to choose. JANUARY - MARCH 2021

Stability for our country. We need to grow a new crop of young people concerned about good governance. A generation that loves and cares for our country; Kenya. We can’t grow a business in an unstable country. Let’s all make it our duty to make our country stable. Thank you for being with us throughout this journey. Today we are in Vol 10. We look forward to getting to Volume 52. If you know a woman who deserves to grace the #KenyaWomenSeries, we are happy to take your suggestion. Kindly drop us an inbox, and we can take it from there. @Esther Kirago and I are genuinely excited about this project.

Ngele Ali Wow. We admit that this has been the longest interview we have conducted since we started the #KenyaWomenSeries and while we wanted to edit and shorted it out, we reckon, every statement in here is valuable, so we decided to present it as it is. So here we go. Ngele Ali currently serves as the United Nations Development Programme (UNDP) Head of Communications, Kenya office. Over the years, she has managed and led the design and execution of communication strategies, and advocacy campaigns focused on developing and humanitarian-related work. She has had the privilege of collaborating with donors, civil society, the private sector and other stakeholders. She has also served on location or remotely about 14 countries in Africa including Nigeria, Ghana, Ethiopia, Kenya, DRC, Botswana, Malawi, Zambia, South Africa, South Sudan, Uganda, Rwanda, Tanzania, among others. She is adept in designing and implementing media, communication and advocacy strategies that encourage diversity and community voices. She considers herself a storyteller, but most importantly, a space holder where our communities can use their voices to shine a light on their lives, progress and challenges in the most empowered and dignified ways possible. This is a statement I love so much. Talk to us about your career journey highlighting the significant achievements and the events around them? What are some of your proudest moments? Over the years, my work has afforded 36

JANUARY - MARCH 2021

joined Pact in 2004, and that is where my understanding and love for communities truly expanded – you can say I was now in tune with my purpose here on earth. As a Communications and Graphics specialist working for Pact (2004 – 2012), I worked with several countries across East, West and South Africa where I was assigned to work with diverse colleagues in various programmatic areas. Some of the memorable and impactful assignments include supporting a team working under the WORTH programme. I supported the production and packaging of content that build basic literacy, numeracy, and enterprise-development skills of rural women across East Africa. It was an eye-opening experience to see how simple math and reading capabilities significantly turned around women’s fortunes, improving their chances of getting out of poverty. When South Sudan was transitioning into an independent state, I worked with colleagues to package information in a manner that was accessible to communities to improve the understanding of the Comprehensive Peace Agreement (CPA). To ensure that our communities in far-flung areas had the opportunity to participate and engage with the proposals that were mainly taking place far away from home - in Naivasha Kenya, we opted to translate the CPA simplified document into Arabic. We recorded the peace agreement readings in all the dialects spoken in South Sudan packaging them for dissemination via radio cassettes, which local leaders played at community meetings. I guess this is what we have now as the modernised Audible books!

me enormous opportunities to lead and collaborate with others. My journey started at the defunct Ayton Young and Rubicam (AY&R), where I worked as an Art director. For the four years of my service, I had an excellent opportunity to work on several advertising and marketing campaigns for household brands across East Africa. At AY&R, it is where my approach every task, and work ethics were truly shaped. As a visualiser in 2000, working with no computer but art paper and coloured pencils all day long, visualising ideas assigned to me, taught me a valuable lesson on trusting the process and valuing my input in any given task. Within three months, I was promoted to Junior Art director, and in 2004 when I departed from the company, I was a fully-fledged Art Director, who I also had a chance to work with teams had made a mark. in Malawi, Zambia and Tanzania among other counties where I helped to document Transitioning from profit-making to and package information that enhanced non-profit was a significant shift, but visibility of the work that the teams in I was ready to shift gears to work in those countries were doing. My travel places where my actions will account across Malawi in 2009, documenting our for making a difference for humanity. I work gave me a deeper perspective on the

impact of HIV/AIDS. I came face to face with how HIV had ravaged communities. Still, it is the determination not to remain beaten down that has stuck with me since – human beings are resilient despite the challenging circumstances they find themselves in. In 2012, based on the lessons from the unfortunate events of 2007 post-election violence, together with colleagues, we conceptualised a programmatic campaign “SAFE-Coast” funded by USAID that aimed to increase young people participation in electoral processes and minimise possibilities of violence within the coastal region of Kenya. I learned that young people are a crucial part of the population, and if engaged in a meaningful way, they too can be stakeholders who demand accountability and good governance. Nine years later, I joined Oxfam in 2012 as the Regional Information and Communications officer where I provided advisory and on-site technical support to 10 countries (Kenya, Uganda, Tanzania, Somalia, South Sudan, Sudan, Ethiopia, DRC, Rwanda and Burundi). I led story gathering missions documenting humanitarian and development stories as part of public awareness and resource mobilisation. I lobbied for a yearly allocation of funds by country offices for communications teams to train and equip country office communication officers. I also had an opportunity to work on several advocacy campaigns that raised awareness of decisionmakers and lobby for improved policies implementation. Example, I curated an exhibition “Make Peace Happen” at the 2013 AU Summit in collaboration with the Oxfam Liaison team in Addis Ababa, where we brought to life the impact of a conflict that was ongoing in Mali and the DRC. By putting voices and faces, we were able to show beyond the reported statistics of those afflicted. In 2014, I initiated and produced the inaugural one Oxfam annual report for the Horn East and Central Africa (HECA) region. It was the first of its kind to be published by any Oxfam regional office, setting standards for the best practice of how joint reporting and showcasing of results as one solidifies partnerships across the affiliates, and with funding partners and communities. In 2016 working with my colleagues, we conceptualised a documentary on the South Sudan refugees in camps in

Uganda and Ethiopia, where we shared aspirations and hope of those displaced from their countries. In 2016 before leaving Oxfam for UNDP, I worked as the International Communications Advisor, working closely with Oxfam GB’s International Division Directorate focusing on internal communications for international programmes, enhancing programmatic synergies, fostering learning and knowledge management. I was the first person to be recruited for this role outside of the UK, and this allowed me to bring the programmatic perspective which I believe was valuable for the position and the team I was working with. I telecommuted for most of my assignment from Nairobi, with occasional on-site work in Oxford when necessary - I proved that it is possible to work and be productive without physically being at the office. Seems I was ahead of time because, with the pandemic, a large percentage of people are now working remotely! Another memorable moment was my assignment to the WEF in 2016 as a media liaison where I supported/ coordinated media engagements and appearances for Oxfam International Director, Ms Winnie Byanyima. In 2016 December, I joined UNDP as the Head of Communications for the Kenya office when the country was headed for the 2017 elections. I innovatively provided strategic technical and advisory support to key electoral implementing partners through UNDPs Support to Electoral Processes in Kenya (SEPK) Project, before, during and after the 2017 General Elections. One of the key outcomes from this engagement was the curation of mass Voter Registration drive targeting young and first-time voters using through comedy nuanced in the local context in collaboration with one of Kenya’s top acts (Churchill live), transmitted live on TV and digital platforms. To carry along as many people as possible who were unable to access the conferencing facilities during the first International Sustainable Blue Economy Summit held in Nairobi in 2018, I conceptualised and curated an outdoor exhibition that had a collection of over 100 giant prints and 30 films from across the world. This helped to unpack the Blue Economy concept and ensured members of the public, especially the University students, were fully engaged in the conversation. Representation of how we

see our communities is critical. In 2018, I led a team of colleagues and three Kenyan professional photographers to document and tell the story of development against the Sustainable Development Goals’ backdrop. We travelled to Kenya’s depths and breadth and captured remarkable stories of Kenyans involved in developing communities. These images now form part of the UNDP photobank to illustrate UNDP’s input in Kenya’s development agenda. How we depict our communities speaks volumes of the collaboration and partnerships we forge with communities and our donors. In 2019 I infused mobile journalism and storytelling for our partners’ working under the access to justice programmed to promote innovation and leverage resources. 20192020 one of my big wins was public engagement and mobilisation during my tour of duty in Nigeria. At the onset of the COVID-19 pandemic, I led UNDP Nigeria production of key messages working with 27 notable faces from the creative industry and business sector in support of Government efforts to amplify public awareness on the pandemic and recommended preventive measures. Working with celebrities such as Banky W, Ali Baba, Timi Dakolo, Dr. Ola Orekurin Brown, Oluwaseun Ayodeji Osowobi, Patoranking and Basket Mouth among others the messages in the key languages spoken in Nigeria connected with public and countering the many narratives that misinformed the public. We reached +90million Nigerians on TV and radio and +50 plus on social media platforms in two months. I also represented UNDP on the Public Engagement and Risk Communication committee of the Nigeria Presidential Task Force on COVID-19 response. I also worked closely with colleagues in the Nigeria office. I brought onboard new private-sector donors such as the Aliko Dangote Foundation, Maersk among others who contributed towards the Nigeria COVID-19 Basket Fund – a complementary funding mechanism supporting the Government of Nigeria’s response. Besides, I led the coordination and production of televised policy development dialogues that created Nigerians’ opportunities to engage and identify crucial development challenges and opportunities. This includes conversations between the UN Deputy Secretary-General and young Nigerians dubbed from Protest to constructive JANUARY - MARCH 2021

dialogue to unpack the challenges facing the youth in Nigeria and explore how these can be addressed. Recently, one of the most notable initiatives I have been involved in was the launch and deployment of the Antiepidemic Robots. I contributed to the team’s efforts of deploying technology and innovation to minimise the risk of secondary infection for our healthcare and frontline workers – by brainstorming and coming up with the names of the robots – in celebration of the selflessness of frontline and healthcare workers in Kenya – a contribution that I am incredibly proud of. (check my Twitter thread for details).

Paint a picture for us about what it means to be a woman in Senior Management in an international organisation. Based on your experience, how would you encourage women to a greater awareness that they are able to break barriers, influence, and occupy decision-making positions? Being a woman at the decisionmaking table is not just for me; it is a representation of my communications team, which has coincidentally been 90% female over the years. It gives me a chance to represent seldom-heard voices at the table where ideas and decisions on how we communicate are made, allowing our thoughts to be heard and implemented – with remarkable results to show. While this is an outstanding achievement, it does not come easy – mainly where communication is considered an afterthought and not factored in during budgeting. Additionally, as communicators, especially women, we have to continually work harder to demonstrate our ideas and capabilities can deliver results. This is where we must bring our A-game to the table - we have to go beyond the scope of our terms of reference, be ahead of the curve with innovative ideas that speak for us and to be of added value to those who are likely to make decisions on the ideas we present. We must constantly refresh our thinking and our outlook to remain relevant and remain on the winning side. We have to see the 38

JANUARY - MARCH 2021

biggest picture possible – this comes with the great responsibility of leading and influencing others. We have to be willing to move out of our comfort zones and be ready to fail…try and try again till what we do becomes second to nature.

myself, which is the beginning of success. Coming up with excellent ideas is not a self-aggrandising moment – what we do must be purposeful and meaningful for us to look back years to come and still see the impact. Microwave ideas or work does not cut it for me – we have such If you were to reflect back on your career limited time so we must make it count in journey, what would you say have been every way. the guiding principles you have always relied on? In what ways has passion, Away from work, share with us some of purpose and self-discovery driven your your life experiences on personal growth career? and development. What do you do to recharge and remain true to yourself? Invested: In everything I do, its either I’m jumping in with my both feet in, Life has taught me that it is highly or not. There are no grey areas when it unpredictable, and nothing is promised comes to how I approach my tasks. I’m to us. We must live for the now and fully invested in what I do at a personal enjoy the little things in life. I “eat cake” level and what my team does. I do not do to celebrate milestones big and small – anything simply to tick a box. as small as getting the feedback I was anticipating, to grand life-changing Empathy: I have learned to engage with milestones. my team beyond who they are as the person they bring to work. It gives me a To stay grounded, I look up to my family better perspective of who I am dealing and God. My family keeps me grounded, with, and when things are falling apart, it is where my success is acknowledged it is easier to remedy. I’m one manager but does not change who I am to them who does not leave my people trudging and them to me. I also have what I call alone on assignments. While I won’t my courage committee – these are people micromanage, I like my team to know I consult quite often, and this is a space I will be there till it’s done. I believe of no judging but a space for honest empathy is the cornerstone of building conversations. They are those people trust and long-lasting relationships. who make jumping to the unknown an experience worth trying. From the lessons, you have learnt in building a rewarding career and based Then I have my village – this is a group of on your hard-earned wisdom over the people whom I enjoy sharing a moment years, what top three lessons do you carry with and I build and reconstruct my ideal within life? village as I move along in life, they are my people. Being authentic. Over the years, I have learned that when I present my ideas I read and listen to a lot of podcasts and from the most authentic place, then I’m audiobooks. These allow me to have also more than willing to go the distance conversations with myself and renew to make it work. Interestingly, when my perspective. I’m also an art collector. authenticity shows up, the relevant people This year I want to learn how to ride a and resources align to make it possible to bicycle. deliver on whatever I’m working on. This is similar to how I relate with others – be You work in an international it my friends, family, suppliers, partners, organisation and have worked in bosses, colleagues, and those I manage. others before, including Oxfam, what lessons have you picked as a I am my own competition. So I don’t local for you to thrive and have a say compete with anyone; Otherwise, I would at the decision-making table? What get caught up and not serve my true practical lessons should those purpose. planning to get into international organisations be alive to? What we do must supersede and outlive us. I’ve learned to always look beyond • Know your stuff so that your name can

be mentioned at the relevant tables even when you are not there. What you do or know must give those that have access the confidence to refer you when an opportunity arises – everyone likes to be associated with success. Work at it, be it and when you are given a chance to share an idea, make sure what you say/share is memorable and worthwhile. • Work on your ‘shopping basket’ – identify which organisations you want to work with and analyse what you have or need to get there. Does the organisation you want to work with match with your career expectations, or outlook towards life? Once you are clear about this, the rest falls into place. • Find a mentor who can help you build on your vision, but you must be a mentee who is willing to put in the work. Nothing comes to those who do not help themselves – therefore be a keen learner and come with a teachable mind and heart. Make a point of learning, relearn and unlearn • Network – they say your network is your net worth. Invest in your networks – some last a lifetime and some are for a season. Such is life and nothing to be ashamed of if you outgrow your current network – it means that the network has served its purpose and it’s time to set new expectations. • Be open-minded and adaptable – what works in one context may not be the same for another context – be

flexible enough to change strategy and take note of how you can adapt what worked without necessarily reinventing the wheel. Most decision-makers do not align well with rigid and closemindedness – it makes work more challenging and time-consuming. Be ready to take up a challenge and learn new ways rather than be stuck with “it’s always how it’s been done” or “it’s been done before, and it didn’t work.”

Fearless and courageous – that I pursue things I have set my heart on, ready to try new things and not shy away from challenging situations. That I always find a way/solution to work through situations Dedicated – when I take up responsibility or a task, I immerse myself fully and go above and beyond to make sure it’s delivered in the right way.

If you were to choose two most important values to you that you Beautiful and kind heart – always live by and that shape the way you want the best for others. work and live; what would they be and why? Loyal and protective of those I love especially family and will do whatever it Being enough – Sometimes we work so takes for them hard to be that which we are not to please others or desperately fit in that we lose Others described her as meticulous, so ourselves and forget who we indeed are. we posed the question. Will you describe We are all created uniquely, and self-love yourself as meticulous? starts by knowing and feeling that we are enough. When we look at the mirror, we “I guess this stems from how I handle my should like the person looking back at tasks both at work and private matters. us. Otherwise, we are living the worst Generous and thoughtful - If I see an betrayal of self. opportunity that can benefit others, I’m always willing to pass it on.” Accountability – The Bible says to whom much is given, much will be @Esther Kirago and I are happy to required and thus as I use my skills and continue bringing you more stories of talent in the work that I do, I always more powerhouse women throughout strive to be accountable to myself first the year. If you know a woman who and to others especially those that I lead. should be featured in these series, please For instance, I wouldn’t expect my team get in touch with us. to perform with excellence if I wasn’t mirroring the same for them. Thank you. How do people describe you?

Patricia Ndede

A golfer, innovator and seasoned Communications Consultant who has a wealth of experience and expertise from both the public and private sector in Kenya. Her name is Patricia Ndede. After a stint in the newsrooms at Nation Media Group and Capital Group, Patricia Ndede got into the public sector, a different world from the private sector environment, where she began contouring the dynamic field of communications.

She worked at the Retirement Benefits Authority as the Manager, Corporate Communications for ten years. At the time, the pension industry was looking to increase its uptake in the formal sector and the informal sector. Patricia innovated the Mbao Pension Plan, a first of its kind in the third world pension system. The innovation was beneficial for the Retirement Benefits Authority and got the attention of the World Bank, and they sent their teams to learn how it worked. The invention was a turnaround for the informal sector investors. For a wider-impact, Patricia took the JANUARY - MARCH 2021

Mbao Pension Plan to India within the informal settlements in Hyderabad. The local government pension system in India took up the same model. And she didn’t stop there! Amazingly, a South African Private Pension Scheme also came to benchmark on the same innovation and named their own, Mbao Pension PlanSouth Africa. “The word Mbao was specific to the Kenyan system as it involved saving at least 20 shillings (Mbao) a day towards their retirement using Mpesa”.

a perfectionist crossing every T and dotting your every I, but literally, you are passionate about what you do and always want to see things to the end with excellence.”

Her hard work, dedication and passion for communication saw her appointed as the Communications Lead at the State Department of Public Service by the PS of Public Service, Lilian Omollo. What is more, her transformational leadership earned her yet another appointment as The recognition this innovation received the Director of Communications at the humbled Patricia in so many ways Ministry of Public Service, Youth and because she had initially come up with Gender Affairs in 2018. the invention through a Corporate Social Investment where a corporate entity Call it the strength of a passionate identifies it’s challenges and puts in an woman! Patricia Ndede doubled up both investment that will enhance behavioural roles as she served at Huduma Kenya. change, thereby reversing the challenge During her tenure, she worked under into an opportunity. Corporate Social many Principal Secretaries, and Cabinet Responsibility doesn’t resonate with Secretaries and one thing she had to offer many in my world. Corporate Social was reliability and dependability. Crisis Investment does. “There’s never free Communication was something Patricia lunch. A corporate has to give and let the got used to handling and managing. end result plough back into the business”, “Some days were rough, but the joy of she says. having the work done was priceless! I quickly appreciated my role in all the 1. You served at Huduma Kenya, tasks given to me. There is nothing as a flagship project of Kenya Vision comforting as working with a reliable 2030. Please share with us your person”. experience rolling out this project. Described as “Miss Fix-it” by the CS and In 2016 served as the Director of PS she worked with, Patricia served in Communications at Huduma Kenya, a the public sector with a private sector state agency in the Ministry of Public attitude and approach of getting the Service, where I oversaw communication job done and doing it with excellence. channels across the 52 Huduma Centres, “Many at time public sector officers have crafting and implementing a robust been known to be very laid back, least Communication Strategy that saw the motivated and perform their duties to success of one of the best-performing tick the box, calling it a day.” This was not Government projects yet. relatable to Patricia. “Managing a strong public service brand that enhanced public service delivery to Kenyans was one of the most gratifying achievements in my career”. One day while in one of the centres, an old man remarked after being served and said, “If this was a government office, I don’t think I would have received such service.” Patricia laughed because she knew as a team they had made the much-needed transformation within the Public Service with the services offered at Huduma Centres. “When you are passionate about what you do, you execute with excellence. On the outside, you may be seen as

JANUARY - MARCH 2021

2. Now as a consultant, what projects are you working on that you are most proud of? Among the projects I am handling, which are contracted through development agencies, are Kazi Mtaani; an economic stimulus offering thousands of casual jobs to youth amid the #Covid19 pandemic that led to millions of job losses, Boma Yangu; the Affordable Housing Programme (AHP) initiative by the Kenyan Government as one of the pillars under the Big 4 Agenda. Both projects are domiciled at the State Department of Housing and Urban Development. 3. Talk to us about some of the ways you unwind and give back to the community Aware that all work and no play makes Jack a dull boy, Patricia took up golfing for networking purposes, keeping fit and refocusing, strategizing, and reenergizing. She had back to back schedules that could take a toll on her sometimes. “I needed to have a break when I wasn’t working, but not the kind of break that was an idle break.” Golfing provided physical fitness and, more importantly, interactions with like-minded professionals in the corporate world. Her zeal and zest for trustable brands had Patricia serve in Sunset Golfing Society, where she helped develop a brand identity that went a long way in getting sponsorships during various tournaments. Besides that, she remained plugged with fellow professionals at the Public Relations Society of Kenya (PRSK), a professional society Patricia belongs to and is passionate about. “I have been a member of the society for the past 11 years, and now as the society marks 50 years of existence, I have intentions to vie for the Vice President position.” I believe I have the potential and capability to serve. I feel that my expertise and net worth will go a long way in delivering important milestones in the pipeline that my colleagues in the profession have put in so much work and dedication to, tirelessly giving their professional input and energy. This will be my way of giving back to society after years of achievement within the industry.

Through the years, Patricia Ndede is grateful for the opportunities she got to serve in various capacities both in the public and private sector. “They say when you get to the top don’t forget to send the lift back down.” Her servant leadership attributes and empathy saw her open doors and extend a helping hand to many unknown to her who needed internships, placements, networks, name it. “It always gave me the joy to help in whatever capacity I could, without looking at what I was going to get back. The satisfaction that comes with it is priceless!” In 2021, Patricia joined Rotary. “Having provided service to others both in the

private sector and public service, I owed it to myself to continue serving humanity the best way possible. As John Bunyan puts it, “You have not lived today until you have done something for someone who can never repay you”. The mission of Rotary is providing service to others, promoting integrity and advancing world understanding, goodwill and peace through fellowship of business, professional and community leaders. That spoke volumes to me, and I hopped in. 4. We all have some nuggets of wisdom that keep us going. Please share with us your favourite. • Sometimes what you don’t want is what you need. • Tomorrow is never promised. Do the best you can right now…it is priceless and can never be bought. • Do not let the fear of the unknown bring you down. When you are used to having a paycheque for many years, for instance, and you’ve gone through the ranks in your career and look back and are happy with what you have achieved, you probably want to go on and on.

positive ways, but it has also made some people lazy. You will find people using search engines for things you’d never imagine can be searched for. Reading books is beautiful. It builds your mind, helps you think constructively and, more so, sharpens your spoken and written word. I encourage all young people to make reading books a daily habit. It makes them one creative thinker. And for those who want to climb the career • Do you and don’t ever let anyone dictate ladder in Communications, reading and what your ideal scenario should be. You researching is a must skill to have. are in charge of your own happiness. Focus and make it happen for you. 6. As we celebrate International Women’s Day next week, what is • Consistency in your delivery and your advice to women out there? character goes hand in hand with reliability. You are reliable because you • As a woman, you have to work three are consistent and always meet your end times as hard as a man because society is of the bargain. too critical of women. I am sure you have seen women who shatter the glass ceiling, 5. You have a wealth of experience and all of a sudden, there are questions now, what is your advice to the and whispers of who her godfather/ youth and generation/youth coming godmother is? The only thing that will behind you? save you is merit; what you stand for, As the years go by, I realize fewer and the fact that you are a worker, even if people visit libraries, and we struggle they don’t like you. Work until your work with creating a reliable reading culture introduces you. At all times, do you, the amongst the younger generation. The world will adjust. internet has changed the world in so many • In the public sector, it gets to the apex, and all that is left is routine. “One day I woke up and told myself, it’s never that serious. Those who have made it walking the tight rope alone are not any special than I am. For once, I, too, I was going to wake up and put in the energy for myself, not for anyone, and that led to the birth of Simori Communications in 2019.

Ruth Musembi

to scale. I believe that I have the solution to a nagging problem somewhere. Right now, what makes my heart sing is to use communication as a tool to solve business problems.” Since 2004, Ruth Musembi has helped establish and run Corporate Communication departments in two government parastatals in Kenya. She positioned both organisations from unknown entities to household brands. She has had the privilege of representing these organisations locally and internationally, including in the USA, UK, Djibouti, Ethiopia, Tanzania, Rwanda, and China on several occasions.

Ruth is an accomplished Corporate Communication Expert, a proficient educator, and a certified coach. She has been an adjunct faculty at Daystar University since 2002, and later at Moi University. She currently facilitates executive programs at Daystar University and the University of Nairobi (UK Chartered Institute of PR). She’s also a Consultant trainer for PRSK, and an ordained pastor! Ruth Musembi describes herself as a natural leader on a mission to affirm and inspire people to be and do their very best. Awesome right? This is how you know that she has found her purpose in life and is ready to live it to her best.

Ruth started her career path in academia; teaching in High School for two years, then moved to a teacher training college. After three years, she transitioned to the corporate world and is now CEO of her organisation.

In 2017, Ruth Musembi founded SealComm Consulting Limited. “In response to a constant complaint by business leaders about poor employee productivity, we designed a 90-Day Challenge that includes culture and communication audits, training, coaching, “I still have my eyes set on more heights and designing high-performance

JANUARY - MARCH 2021

cultures.”

of Kenya communicates. This includes sharpen your skills and perfect your game, how GoK listens, engages, and interfaces it will show in the quality of your work! SealComm Consulting Limited is with its citizenry and with other nations. Make excellence your daily dose. essentially disrupting the way corporate communication is viewed. So far, Ruth In 2013 I was recognised by PRSK as an • Keep things simple. Simplicity is the Musembi describes the feedback she has outstanding member and was conferred highest form of sophistication. But to received from the leaders she has worked the Golden Honors Lifetime Achievement simplify things, one must understand with as phenomenal. Award. “I served as a judge for the PRSK them so well to distil them into their excellence awards for three consecutive most salient parts. And when you simplify “Many of the leaders say that SealComm years between 2017 and 2019, culminating things, people get it! I have been told has inspired average employees to my service as the Chief Judge. And in repeatedly that I make things seem become star performers. We also August 2019 PRSK admitted me to the so simple, so effortless, and so easy to offer other services including crisis College of Fellows, the highest honour understand. This is because I have learnt communication and media training, for PR and Communication Management the art of simplicity. change communication, PR services, practitioners in Kenya.” CSR & sustainability, customer and • Continuous improvement. I keep honing employee surveys, production of short You are a woman in a C-suite position my skills, and in return, big doors keep video clips, and content writing for blogs as the Chief Executive Officer in your opening right before my eyes! My skills & e-newsletters.” organisation; Seal Communication set, my confidence, and my passion for Consulting Firm, tell us about some tips excellence are my three greatest assets. As a trainer, Ruth Musembi is privileged that are useful for women as we climb the Keep growing, the day you stop learning, to have taught and trained many career ladder. you mark and end to your effectiveness. corporate communication practitioners, So keep learning at all cost. some of whom have become her business Here are some of the lessons I have associates! learnt over time. • Be your own cheerleader. If you do a Using your title as a Certified Coach, • Wear confidence like a jacket. If there good job, celebrate yourself, don’t wait to you run a program known as “Finishing is one thing that has opened huge doors be celebrated. When you hit a target or a School”. Please tell us your inspiration for me in employment and the consulting milestone, please find a way to gift yourself behind this program and whom does it world, I would say, it is my confidence. and do it in big and small ways, it indeed benefit? And one can only be confident if they works wonders! Let others’ recognition be know their stuff. Hence, I want women an icing on the cake. I focus on transition coaching- to help to own their game and be confident. We people move from one phase of life or shortchange ourselves when we second • Plan for balance. Never allow the career to another with ease and minimal guess our capabilities. We have what it responsibilities of motherhood to hinder disruptions. The Finishing School is one takes! your career. As a manager at the height of our Transition Coaching programs. It of my childbearing years, I never missed equips young people with productivity • Be a go-getter; ambition is your friend. work because of household chores. skills and soft skills. I am incredibly ambitious. Starting And in line with my mission, I now run the as a high school teacher, heading Wow. How did you manage? Many women Young Wives Academy (YWA) to affirm communication departments, teaching at are struggling to strike a balance between and inspire young wives to be their very the university and now as the CEO of my marriage or motherhood and keeping best and do the very best for themselves, company. You can become anything you their career. What is the secret? their marriages, their families, and their set your eyes on. Never settle for less than community. you believe you can achieve. Be careful I had backup plans for everything; a about people determining how far you backup house manager, a backup reliable You have served in various boards in can go. Identify a real need; make it your taxi driver and my siblings were always on Government and in your private practice niche and run with it. standby. I strived to employ a very mature as a PR Professional. Please tell us about house manager whom I empowered to act. some of your contributions that you are • Have a solid WHY. To succeed in life, If a medical emergency occurred while I most proud of. you need laser-sharp clarity on why you was on duty, she would call the taxi driver are doing what you are doing. This sense and inform me they were leaving for the In 2019, I was part of the National of purpose is what keeps me going even hospital. Taskforce appointed by the CS of when results take longer than anticipated. the Ministry of ICT Joe Mucheru to Your WHY keeps you grounded. I would then catch up with them at the advise him on improving government hospital. If I was out of town, I would ask communication. We developed an • Better your best. There is no substitute a trusted family member to meet them excellent government communication for excellence. Whatever it takes to bring there. And to motivate my house manager, blueprint that, if implemented, will your “A” game, do it. Here, there are I always paid her slightly higher than the drastically change the way the government no short cuts; if you don’t take time to prevailing rates. I tell career women that 42

JANUARY - MARCH 2021

motherhood and career can co-exist with a bit of thoughtful planning and sacrifice. With so many accomplishments under your belt, what two values are most important to you; that you live by and shape how you work, live, and run your organisation? 1. Authenticity 2. Excellence I am genuine, reliable, and faithful to every assignment I undertake. I execute my work with utmost excellence, continually giving my best. I don’t compete with others; I compete with my previous best performance. I am my own competition. My ambassadorial appointment as a representative of the Kingdom of God gives me great perspective and keeps me grounded. I am a steward of the capabilities God has given me so that I may make a difference in people’s lives. Daily, I think of my impact both in the marketplace and in the church where I serve as an ordained pastor.

How do you describe yourself, and what is your leadership style? We asked. I am a connector, an advisor, and a peopledeveloper. I have always used a strengthsbased leadership style which I call the “fish in water” style. I easily spot people’s areas of excellence and allow them to excel in doing what comes naturally to them.

Three things: • A world where people seal their communication with excellence. If we get our communication right, we will live harmoniously and enjoy our stay in this world.

• A purpose-driven world where everyone has crystal clarity of the difference they ought to make and where success is And indeed, those who know Ruth defined by impact and fulfilment, not just Musembi described her as an extremely money. confident and inspirational go-getter who expects excellence, yet makes people feel • A world where everyone has an safe and validated. entrepreneurial mindset – whether in business or employment. This is because Ruth and I share a number of groups entrepreneurship is about value creation, including the PRSK platforms and the problem-solving and excellent customer Network for Women in Media and PR and service; a world where employees work as yes, her presence there is of great value. intrapreneurs. We appreciate your wise counsel and words of wisdom. Do you know of a woman whose story will inspire and challenge us to be the As we wrap up this interview, we best version of ourselves? If yes, @Esther asked Ruth if she had a chance to Kiragu and I are looking forward to your create a totally new world for young recommendation. Feel free to reach out to people what would she wish for any of us. Thank you. their new world?

process for me.” I come from a strong Catholic family, coupled with enrolling in a Catholic Primary School gave me a robust foundation. The values I cherish and now seek to promote including integrity were seeded there. We had weekly pastoral education, hymn classes, mass and confession – having to take penance every week from the age of eight drove one to do the right thing always. Her career path is an interesting turn of events.

Sheila Masinde

As a young girl, @Shei wanted to be a journalist cum creative writer. She started as a contributor in the dailies while still at the University. Despite her interest in the Well, I heard of Sheila before I met her. I remember her as a news presenter during media, the first job that came calling upon her radio days on Easy FM, under the Nation Media Group. She would later become completion of her undergraduate studies my boss at the BBC Media Action, Nairobi, between 2011-2014. She served as the was in a HIV/AIDS peer education and Communications and Training Manager then. behavior change university programme run by ‘I Choose Life-Africa.’ Shei, as loves to call herself, she’s the second born and only girl in a family of four children. “Fighting for the preferred pieces of chicken, meat or bread with boys made “At ICL, I worked as a Programme Trainer me learn to claim my space early in life. You had to be outspoken to be heard by the and was later promoted to Assistant boys in our home. Therefore, the fight for equality and equity is almost a natural Programme Manager. I then had a two-

JANUARY - MARCH 2021

year stint in radio, and after two years I was thirsting to get experience in another medium, so I went into online subediting for the Nation News website.” Following the post-election violence, she realized she had an urge to do more than report on the events that shaped the nation as part of the Agenda Four reforms. When Transparency International Kenya advertised the role of Advocacy and Communications Officer, she jumped at it with the desire to contribute towards anti-corruption efforts. “My first stint at TI-Kenya spanned three years, my tenure coincided with the promulgation of the 2010 Constitution and I was thus charged with leading institutional civic education efforts ahead of the Referendum and I was involved in the development and advocacy of laws that supported the implementation of the new Constitution as well.” It was truly a fulfilling period of learning and serving beyond the given JD, I had bargained for a communications role but in the end I drew a learning curve in many other aspects of democracy and governance work such as legislative advocacy, and this experience pointed my career path towards another direction. She later on joined the BBC Media Action as Communications and Training Manager, but in less than two years TIKenya came calling again and this time, she took up the role of Research and Learning Manager, and within a year she was promoted to the Head of Programmes position, a role she served for five years before her current appointment to the role of Executive Director. A role she considers one of her biggest achievements, especially at a time the country is gearing and driving the vision for a corruption-free Kenya. This is no easy task but it is a demonstration that going that extra mile, challenging one’s self to swim in uncharted waters and being all-rounded are propelling factors for leadership opportunities. My personal vision is ‘we will win the fight against corruption in my lifetime.’

JANUARY - MARCH 2021

Now I suppose I have 30 or 40 more years on earth, with just 20 of these being very active thus every second of the minute, every minute of the hour, every hour of the day, and every day of the year must be dedicated towards flooring this vice. “Therefore, getting the right strategy, particularly a strategy to drive attitudinal and behavioral change among Kenyans and understanding the psychology of corruption is a key plank for me. I am dedicating my life towards this vision. Not just for me, but for the generation behind us.” “A key driver for my growth is a positive attitude to learn and drive outside my lane. Throughout my career I have taken up opportunities for both vertical and horizontal growth. When I am confronted with a new responsibility or challenge, even this one I will handle, just like the one I am handling one, which scared me at the beginning.” “Taking that extra mile to deliver in my work and consistency have been key too. I would not retire a day without delivering on an undertaking. This kind of fulfillment, keeps me stay motivated and focused in all my assignments.” Traditionally, governance including the anti-corruption field was largely male dominated but things are changing with more women sticking their heads out. However, we are not there yet. We still convene stakeholder or public events and find that the majority in attendance are men, or even where you have a significant number of women, majority of voices captured are male. This is telling of the ground that is yet to be covered to give women the confidence that they too can speak about corruption, this is important as they bear the biggest brunt of it. I thus hope that my leadership will draw more women, young or old, to speak about and actively tackle pertinent issues on abuse of power or resources. @Shei undelines integrity as her principal guiding value. She considers it as the cement that holds all other values

in place. “I also value teamwork because I know that alone I am just but a microdrop in the ocean but together with others I can achieve much more, this is especially important in the promotion of integrity as it cannot be achieved in a vacuum. Well, I was privileged to have worked with @shei, and now I share a number of professional groups with her, so I asked other people to describe her. The following adjectives were mentioned more than once- Determined. Meticulous. Amicable. Articulate. Experimental. Pragmatic. Empowering. I couldn’t agree more. This is the @Shei I know. As we end this encounter, we get curious and ask, if she had a chance to create a new world for her child/children, what would she wish for in their new world and what should we do differently? “I wish for a future that is devoid of theft, the atrocious kind we see today that has caused the loss of lives and opportunities for those most vulnerable or deserving. I am motivated as I think of the immense opportunities and resources for our children ‘in my ideal world.’ But she quicky points out that this requires that all resources in this country are efficiently mobilised and deployed for the benefit of all and not just a select few. This is my biggest inspiration even as I lead in the promotion of integrity as envisioned in the Kenya constitution. “To get there we must break the chain of corruption, and central to this is developing a strong value system that embraces integrity, transparency and accountability and building a culture that is intolerant to corruption and individuals implicated in acts of corruption.” There we go. On this #Chrismas2020, shall we all make a pact that in 2021, we will hear none or less of #Corruption stories in Kenya and that together, we shall help Sheila Masinde achieve her dream and vision for a Corrupt-Free Kenya come to pass? Shall we?

shared a lot, told her about the various Comms platforms that excited and informed her that I was happy to have her added to those groups. She became a useful resource, and since then, she has helped 1001 people with queries on HELB. So we asked her, what has it taken to transform HELB into what it is today? Please take us through your career journey.

Wavi Mungala Wavi Muigai has over 15 years of experience across hospitality, banking & public sector in Kenya and the US. She is also a certified customer journey architect, PRSK member and an active member of the Institute of Customer Experience – Kenya. She’s currently serving as the Head of Corporate Communication & Customer Experience at the Higher Education Loans Board (HELB). She loves sunflowers, and she’s a book lover. Reads at least 30 books a year. Challenge accepted. Well, I met Wavi in my frustrations while looking for my HELB clearance certificate as a Government requirement for a public service job. In one of those devolution conferences, I went to the HELB desk and found an officer that I knew too well, so I asked: “Would you please assist me with contacts of one of the Comms persons at HELB.” They gave me Wavi’s number. The following week, I reached out to Wavi explained my ordeal and said I was completely tired of looking for my clearance certificate. In two days record time, I had my certificate and a copy on my email. Talk to excellent customer service. Many of us have tales to tell about how hard it was before and how long it took to get HELB certificates. But not anymore. A lot has changed. Wavi and I kept in touch, and when we finally met in person, some months later, it was love at first sight. We spoke and

Growing up, I was always fascinated by the hospitality industry, and I remember telling my folks that one day I want to work in big hotels like Serena and Sarova. My folks have always encouraged us to do what we are passionate about as long as we excel in it. That is how I ended up with a BSc. Hotel Management from USIU. At USIU, I graduated top of my class with Magna Cum Laude honors. I then got an internship opportunity in the US through the American Hospitality Academy and worked with the Hilton Hotels before I transitioned to the Marriott Hotels for about 5 years. As I worked, I also studied for my MSc. Operations Management at the Friends University, KS. When I came back to Kenya from the US in February 2008, it was right after the post-election violence and the hotel industry was in the doldrums due to travel advisories. I was faced with my first career crossroads because the hospitality industry was not hiring. Matter of fact was that a lot of hotels were closed! One day in July of 2008, as I was flipping through the newspaper, I saw a full-page advert by KCB Bank for Management Trainees. I paused and read it over a couple of times and then asked myself; what would I lose by applying? So, I took a risk, repackaged myself and how my skill set would add value and applied for a management trainee at KCB Bank. In my 7 years at the Bank, I worked as a Brand Marketing Manager in the Marketing Division, Customer Service Manager at the largest branch in the Retail Banking Division and Retail Service Experience Manager overseeing Customer Experience across over 200 branches in the Customer Experience

Division. My learning curve was quite steep in the first 2 years at the Bank but I was determined to go the extra mile to put in the extra hours and learn. I was also deliberate to transition to a new role every 2 years. My experience at KCB allowed me to truly grow my brand marketing, retail banking, contact centre and customer experience skills. As 2014 drew to a close, I started mulling over the idea of exploring my options the following year to transition to a different sector. I signed up for the Program for Management Development at the Strathmore Business School to expand my leadership skills and grow my networks. My parents having been career civil servants, I was open to Public Service. That is how I ended up at my current job as Head of Corporate Communication and Customer Experience at the Higher Education Loans Board from October 2015. When I joined HELB, I was tasked with setting up a new department, introducing and operationalizing a modern contact centre, and consolidating service delivery between our staff at HELB desks at the Huduma Centres and Head Office and run media and marketing campaigns to drive loan uptake and loan repayment. I now lead a team of over 75 staff and have championed citizen service delivery with various awards as a testament to the transformation of HELB Customer Experience. Whilst there is always room for improvement, I am immensely proud of the progress we have achieved in improving service delivery at HELB. This is in line with our promise of empowering dreams of Kenyan youth who without HELB, would not have an opportunity to pursue higher education with the dignity they deserve. What are some key lessons you’ve learnt in your career journey that have remained relevant and applicable to date? One of my favourite quotes is by Bill Gates,

JANUARY - MARCH 2021

“Most people overestimate what they can achieve in a year and underestimate what they can achieve in ten years.” There is a tendency to focus on New Year goals that are typically unachievable. In 2008, I chose to work with 5-year plans for my career where I would challenge myself to learn a whole new skill set and possibly even in a different sector, where possible, and seek relevant certification in addition to on-the-job experience. My key lessons therefore are: 1. Your career is your responsibility, do not look to your boss or HR to map your career path. That is a recipe for frustration and epic disappointment. You need to be alive to the fact that as long as your employer has paid your dues as per what you signed on the dotted line; then they owe you nothing else! Deliberately cultivate a learning spirit and be willing to take risks [especially when younger] to try out new roles and careers. It will challenge you and keep work exciting. 2. In 2013, A former boss @Michnjiru the current Director of Customer Experience at KCB Bank, introduced me to Top of Mind Awareness [TOMA]. A simple but powerful reminder that whatever projects you run, whatever initiatives you introduce or operationalize, there must be at least one [1] or two [2] every single year that must be significant and impactful to the point that it gives you TOMA and is worth including in your career profile. I still subscribe to that todate. 3. Deliberately work on identifying and cultivating your relevant transferrable skills. This will help transition in the event of depression in a specific sector or with the necessary lateral industry moves that allow for growth trajectories. I now have solid Brand Marketing skills, PR & Communication skills in addition to my Customer Experience foundational skills. In the next couple of years, I plan to learn about Citizenship & Sustainability affairs. 4. What do you consider to be some of your significant achievements in your career journey, and what are the events around them? My recent major achievements are: 1. My role in transforming HELB 46

JANUARY - MARCH 2021

Communication and Customer Experience worthy of awards as follows: • Best in Reputation & Crisis Management [PRSK Awards, 2019] • Digital Brand of the Year for the #TwendeTulipeHELB Campaign [Digital Media Awards, 2019] • Best Communication Strategy [Institute of Customer Experience Kenya - Customer Service Week Awards, 2016 & 2017] • Best Brand in the Public Sector [Social Media Awards - SOMA, 2016]. 2. Participation in Committees and Panels such as • A judge in the 2018 and 2019 Zuri Awards • Member of the 2020 Integrated Marketing Committee for the Kenya Export Promotion & Branding Council • Most recently as a member of the PRSK Crisis Communication Committee 5. As a woman in senior management where your contribution makes a difference in decision making, what does this role mean for you, especially for other women and younger girls watching you? When I look back at my career, I have had a balance of both male and female bosses. Some of whom were instrumental in shaping my view of work and what it takes to succeed. • At the beginning of my career, the focus was to understand what was expected of me, go above and beyond and execute with military precision. As I got into management at the age of 26, I had to begin to transition towards fostering winning teams. The balance between team performance management and motivation is crucial because only then would I be able to grow in my career. • As I got into senior management in my mid 30’s, the focus moved from operational to strategic outlook while still ensuring that the approved strategy is operationalized through the team that I lead. Therefore, even in a Communication & Customer Experience role, I must be able to speak the language of business at senior management and

board meetings and add tangible value in the achievement of organizational goals and targets. 6. If you were to choose two values that are most important to you that you live by and that shape the way you work and live, what would they be and why? Integrity and tenacity When I told my dad that I would be joining public service, he sat me down and gave me some advice about having retired as a senior civil servant. He reminded me not to be greedy, to always be grateful for what I got remunerated and serve with integrity as this would give me peace of mind even when temptations or false accusations came my way. Tenacity is defined as “persistent determination.” As a tenacious person, I commit to three things: • I take personal responsibility for my success and will put in the effort required to succeed. • I set stretch goals, and then do whatever it takes to achieve them. • In life, I appreciate that stuff happens and I acknowledge that I will encounter problems and setbacks along the way. 7. Out of curiosity, we asked, what are you known for being great at? How do others describe you? Professionally, I am known for my leadership, organizational and execution skills as well as fostering winning teams. I am a big believer in giving audiences the right information in a clear and timely manner. I am also inclined to seek solutions to move forward in positive ways. I am especially keen to provide as best a working environment as I can for my teams, and that is why I championed for mother’s rooms at HELB in 2018 to allow for lactating mothers to express, safely store their milk and remain productive at work. My friends and family will tell you that I am fun, loyal and dependable.

Reviving the tourism sector through the MKSE programme By John Mutana The Magical Kenya Signature Experiences MKSE programme began this journey in 2019 with a goal to grow and diversify Kenyan products and services to ensure they are above other destinations and to offer an outstanding experience that suit today’s demanding traveller. The MKSE programme is a key milestone in Kenya’s tourism transformation”. To participate in the programme, tour operators are required to take a prequalification quiz that comprises of 10 questions, fill an application form after which they are subjected to an audit and those that meet the requirements are added to the MKSE collection. So far, more than 44 signature experience collections have been selected the ministry of Tourism in conjunction with the Kenya Tourism Board (KTB).

The Magical Kenya Signature Experiences (MKSE) a programme that recognizes outfits that offer the best safari and tour experiences wasn’t able to hold an event last year owing to the disruptions resulting from the global Covid-19 pandemic.

national park for five or six hours looking for a lion or elephants. People want more, because the clientele does not have more time, they want to actually send the story home,” Tourism Cabinet Secretary, Najib Balala

The MKSE is a strategy able to aid in reviving the tourism sector, “MKSE is part of our strategy to revive tourism in Kenya through partnership with the private sector”.

The tourism private sector players have collaborated with the government to revive the sector which suffered a flop last year due to the pandemic, the Ministry is banking on recognition of top industry performers and private-public partnerships. Tourism Cabinet Secretary, Najib Balala says although the past one year has been difficult for tourism, he is optimistic that the industry will soon bounce back, “a lot has been going behind the scenes to ensure Kenya comes back stronger”, the CS said.

For Kenyan tourism sector to bounce back stronger, tour firms need to look beyond the sandy white beaches at the Coast and safaris in the country and rethink their business models. The Tour firms need to orient the travel planning towards creating wonderful experiences “It is the experience, it is not just about the bed in the hotel, it is not just about going and seeing a lion or cruising a

So far, the World Health Organization (WHO) has confirmed 103,332 Covid-19 positive cases and 1,801 deaths in Kenya.

The Kenya Tourism Board Chief Officer, Betty Raider says the newly recognized operators would have their products and experiences marketed locally and internationally through exhibitions, FAM trips, collaborative initiatives, and extra training. “Through this collection, we are able to show the world that Kenya has a lot more to offer beyond the iconic wildlife safari and the pristine sandy beaches for both repeat and first-time visitors”, Raider said. To ensure the Tourism sector is stronger during this period of post corona, Tourism sector players must match the expectations of the industry. Ms Raider urges players in the sector to be wary of emerging trends and incorporate them in their business strategies. These trends include outdoor experience to connect with nature, slow travel, search for authentic and immersive local travel experiences and the need to leave a positive impact in the destinations they visit. All Tourism firms are encouraged to participate in the subsequent MKSE recruitment drives to revive the sector which is key for Kenya’s economic growth. JANUARY - MARCH 2021

Breaking down data in PR By Mercy Kendi Mbwiria When the Internet Of Things (IOT) was first introduced, many people thought it to be just another dynamic that was hard to grasp for those of advanced ages, a time wasting vice for the young or a magical do-it-all tool for those who knew how to harness its power. Years later, the internet and its by-products have become synonymous with the human dynamic and this is especially true for PR practitioners. Social media has become an integral part of modern day communication technologies gradually surpassing mainstream media. With powerful monitoring and online intelligence tools, filtering and analyzing large sets of data, i.e. “big data,” is seen as the future of public relations. It is also seen as a tactical tool in social listening used to monitor online conversations. However, using the information to create actionable insights has been a challenge for communication professionals. As the distinction between Public Relations and Marketing continues to diminish, responsibility lies heavily on the PR practitioner to prove their worth and provide the desired results. Data Analytics Public Relations 48

and

JANUARY - MARCH 2021

Corporate

Communication practitioners today are tasked with, among other things, brand creation, managing reputations online, monitoring and evaluation, digital communication, marketing, measurement of PR campaigns etc. Most of these professionals are achieving their communication objectives using new tech tools in one occasion or the other. One of the biggest predicaments in today’s data technology is the usefulness of the data found online and the conclusions drawn from this data. Most importantly, professionals struggle to understand how to make the most out of data analytics. What patterns does this data reveal about customer preference, consumer behaviour and the brand perception as a whole? To use this data to inform decisions and create a competitive advantage for them and their clients. In PR, while paid media data tells us how strong our competition for mindshare is, search data tells us how our stories are found, social media data tells us how people share our news, and what they say about us, with Big News Data We could use predictive systems like IBM Watson or Google Predict to understand

the cyclicality of the news cycle. Where we can truly shine as Big Data-enabled PR professionals is blending large datasets together (Penn. C 2016). Through data analytics we can infer when specific types of stories perform best, determine how quickly, and by what vectors, news spreads most. Because information (aka data) is at the core of any good PR strategy or campaign, PR pros are generally experts in monitoring and influencing public opinion. But the job is getting harder every day. This means that many public relations professionals are handling multiterabyte data sets on a daily basis. Each day, the news media creates terabytes of data, from stories to video. Most PR professionals use a media monitoring system like Sysomos MAP to scan for coverage and reduce Big Data (all the news) to Small Data (easy to understand spreadsheets, emails, etc.) Big Data opportunities abound for techsavvy PR professionals and agencies to help practitioners work faster, create better results, and deliver greater business impact. Across the continent, both homegrown businesses and multinational

companies are turning to big data to inform their growth strategies. Globally, machine-to-machine technology is producing more data than human intervention. In Africa such data is sometimes hard to come by since most companies haven’t fully automated their processes. Even those companies that are producing machine-readable data are not using the data effectively. Real-time Results The significant benefits that big data analytics brings to the table, however, are speed and efficiency. Whereas a few years ago a business would have gathered information, run analytics and unearthed

information that could be used for future decisions, today that business can identify insights for immediate decisions. The ability to work faster – and stay agile – gives organisations a competitive edge that they didn’t have before.

customer journey. The resulting predictive analytics can help PR practitioners create hypotheses for testing which social networks and media outlets will deliver the largest and most effective sharing of their content.

However, the concept of big data has been around for years. It was earlier on referred to as Business Intelligence.

The biggest opportunities for public relations involve moving past traditional communications approaches to create better objectives and more-strategic positioning and audience targeting, and to uncover more opportunities to quantify and enhance public relations’ contribution to business success even predicting which combinations of markets, timing, assets and tactics will yield the best outcome.

With the aid of Big data analytics software such as Shared Content and Link Evaluation (SCALE), PR professionals can examine a client’s entire website at once to determine what PR exercises are taking off, what will bring them value, and how their content helps advance their

Becoming future ready By Zipporah Wangui, Investing means so many things to so many people, for some it’s putting in money to achieve profit, for others it means investing life skills or health.

investment is time and during that time the returns grow. This in turn shields your future financially. Investments offer financial support for your future in case of any financial crisis.

Investing is how you take charge of your financial stability. It gives you a sense of belonging and purpose. It fuels your life goals and eventually your financial goals. Investing is the act of allocating resources, usually money, with the expectation of generating an income or profit. It means committing funds to different types of assets with the expectation that you will generate a gain or profit in the future.

Reaching Your Life Goals Whether your goal is to send your kids to college debt-free or to retire at 35, your life goals fuel your desire to invest. Investing can guide you towards financial freedom in a seamless transition.

Here are some key reasons why you should invest.:Reduces Your Tax Obligation Investing in tax-free investments reduces your taxable income. Investments such as infrastructure treasury bonds, HOSP, fixed deposits in post bank (Kenya Post Office Savings Bank Act Cap 493B). The interest earned from the 3 options is tax-free. Future- Ready One of the perks of investing is the fact that you get to grow your fortune over time. One of the key growth drivers of any

Beating the Inflation Rate Placing your money in investment vehicles, such as stocks and mutual funds, introduces an element of risk, you stand a better chance of outpacing the inflation rate throughout years. Wealth Creation Wealth creation is ultimately the process of creating and building a stable source of sustenance so that one would not have to struggle to make ends meets. It’s the self-actualization level of the financial need’s hierarchy. For instance, owning real estate is a popular choice. The writer is the Founder & Financial Writer at Zed The Financialist

JANUARY - MARCH 2021

KDF: A showcase on effective communication in the 21st Century

Use of storytelling is variously cited as an effective avenue for connecting and winning the trust of audiences. It is delivered in various forms including audio-visual media, print outputs, digital channels including websites and social media platforms and, of course, good old dramatised skits.

By Alfred Ng’ang’a A few decades ago while growing up within the environs of military barracks’ in Nanyuki town, I remember my deep admiration of the disciplined forces. The military formations in Nanyuki— the Kenya Defence Forces (KDF), the Army and Airforce as well as the British Army training units—all have a special place in the hearts of the Nanyuki folk and beyond. Many of my schoolmates, now in their 40s will recall our first visit to Nairobi City aboard a military Buffalo plane with brimming nostalgia. The free rides were among the activities that took place during the much-loved air force days at the Laikipia Airbase. Of course, the visit to Nairobi would be aerial only as we never got to land. That, however, didn’t blunt the fun since the officers on board would proudly point out to us such features as Mt. Kenya, the majestic KICC and Uhuru Park grounds before turning and heading back to our beloved Nanyuki. Memories of my yesteryear encounter with the Kenya Defence Forces crept back this week as I pondered on how this important institution has come of age over the years. In particular, I am impressed by the efforts KDF has made to make their communications more effective and responsive to their target audiences. As a Corporate Communications practitioner, I am genuinely awed by the evolution of KDF from the closed institution it was in the 80s and 90s to what it has gradually metamorphosed into. The KDF we knew back then had hardly entertained public engagement. Indeed, we viewed it as a stiff-necked institution averse to opening up to the public. Save for the Airforce Days that somehow ended in the mid-90s, community engagements weren’t publicised or highlighted as openly 50

JANUARY - MARCH 2021

as they are currently. Power of Story-telling Today, a keen communications practitioner will easily note that KDF is one of the most active public institutions even on Twitter and Facebook with constant updates. In coming days, it will auger well with KDF’s image building if the men in uniform allow media interviews to be part of their public communications menu. KDF has just commenced its national recruitment exercise, and this time around, the public engagements feature the contemporary storytelling approach in Corporate Communications. Storytelling is a crucial pillar, particularly in Development and Brand communications. It helps the audience relate to information shared. On their YouTube page, KDF has this exciting Video documentary titled “A KDF Soldier”. The clip tells a relatable story on the current recruitment exercise. Yes, KDF has one of the most informative YouTube channels with professionally produced documentaries, but I digress. Coming back to the recruitment documentary, KDF has done a good storytelling job taking the audiences through the steps that recruits go through once picked for training. For those of us who grew up enjoying Police Academy VHS (Video Home System) videos, this one evokes memories but refreshes the pride of KDF’s training and professional practices. With this one video, one appreciates the academic and related depth of KDF training with the Commandant and instructors’ teams explaining various phenomena including career development, marksmanship, drill and duty, fieldcraft and physical fitness lessons all which the recruits undertake to become professional soldiers.

The Kenya Police Band leading a procession during the International AntiCorruption Day, 2020 in Kiambu County Alongside KDF, organisations such as Safaricom with their newsroom content channel and the Kenya Revenue Authority (KRA) who have recently introduced a Podcast channel (alongside Nation Media Group) are just some early adopters for this contemporary form of communication. At the global stage, the World Health Organisation (WHO) under its Communicating for Health Strategic Framework for Effective Communications identifies storytelling as a critical pillar that enhances the comprehension and retention of crucial messages. Clearly storytelling is an effective messaging tool. By applying real health-related stories that bring a human face to health needs, telling how WHO protects the health of its target audiences while inspiring people with success stories. That way, audiences easily identify with the organisation. Further, showcasing decision-makers who have first-hand testimony of the health gains they have reaped as a result of WHO’s advice, this global health organisation’s corporate communications goals are easily understandable. Learning from the WHO framework, storytelling needs to encompass the use of familiar and understandable languages (including sheng’ where necessary) and audio-visual tools that present information with illustrations, images, infographics and videos. For local organisations right across the entire spectrum of sectors they serve, the time to adopt modern communication approaches such as storytelling and infographics is now. Mr Ng’ang’a is a Partner at Oxygène MCL.

Develop and retain talent to manage expectations By Martha Phoebe Hilda

In act II of Shakespeare’s “The merry Wives of Windsor” play, a character Falstaff says I will not lend thee a penny, to which Pistol replied “Why, then, the world is mine oyster, which I with sword will open.” It should be pleasing to note then, that public relations is an oyster which even young people can open without a sword! Content creation Young professionals in public relations have a place in content creation. Most young people can create content to educate, to entertain and to promote art in the society. These young professionals are creative and innovative with the required skills to make our society better. By prioritizing content creation, PR teams can broadly respond to two related pressures on their operations, that is; the desire from their clients and firms and the demand from prospective audiences for easily accessible content and videos especially on the internet. Event planning Young public relations professionals can engage in successful event planning, and

with the right planning skills, can make any event lively and successful. Events that touch on various relevant themes that act as awareness creation points have become all the rage and can be a market that budding event planners can tap in to. Identifying a first client as a young PR professional can be a daunting task at times, since most clients would prefer a more experienced planner. Regardless, young people need to keep reaching forward, keep in mind that that no matter the age or experience level, if one has the dedication to develop event planning skills from a basic to advanced level, then they have the potential to excel. Social media managers Young people are taking up more and more communication technician positions in the public relations profession. Many young people have their personal blogs, engaging in content creation and are becoming more and more active in the passage of information through communication that is targeted at various publics. Information that is vital for the growth of any society and young people have the energy and creative know-how to collect and disseminate information.

Digital and social media platforms are thriving due to the influx of young professionals focused on content creation. Most businesses, news and events are conducted and hyped via social media. The youth of this generation have the information and are constantly adapting to new technology that is fundamental in running various activities targeted at social media traction. In conclusion, the young professionals in the public relations profession are energetic, flexible, and have the ability to collect information through which they can foster relationships. They are motivated, keen to succeed and have the potential to become highly influential and creative members of any public relations team. The key to developing and retaining this talent will be in managing their expectations over the pace of their career development, whilst providing them clear growth markers and training along the way.

JANUARY - MARCH 2021

The shifting landscape of Public Relations By Ms Imbiti Laureen Since the emergence of public relations back in 1900 and the official practice of public relations beginning in earnest in the year 1920, there have been numerous variations in both the career opportunities and the practise. Some of the changes are due to technological advancements while others have been necessitated by demand for relevant strategies and still others have been due to the changes taking place in the dynamic media landscape. 52

JANUARY - MARCH 2021

The following are some of the duties and responsibilities that will be expected of public relations practitioners going forward. • Social media management • Content marketing • Trendspotting • Branding Despite all the changes the practice of public relations has maintained its focus on shareholders, investors, business partners, stakeholders and customers. Social Media Management In the 21st century almost everyone is a member of at least one social media platform. People depend on social media for different reasons such as new ideas, information and education. Still others use the platforms to carry out research on the best places, hotels or activities to engage in during their leisure time. These platforms include but are not limited to; Facebook, LinkedIn, Twitter, Instagram and YouTube. The introduction of LinkedIn has seen quite a number of people creating accounts even those who felt that they were social media averse. This is due to the fact that it is a professional networking site, designed to assist people nurture their business connections, share professional experiences, resumes and eventually and up securing employment. The following are practical examples of how to use the existing social media platforms to achieve the goals of an organisation as a public relations practitioner; Facebook: the Platform is convenient for companies and organisations that are very engaging and conversational. The platform has Messenger and a call-to-action on all adverts placed by organisations. One has to ensure that they have call-to-action buttons, mentions, engagements and full control of negative User Generated Content (USC).The platforms allows one to create profiles or pages, share content and advertise their services and products. LinkedIn: This is a great platform to connect with influencers and professionals. The platform creates a customized user experience and provides suggestions on who to follow, what content to read and how to perfectly build a career

depending on the organisation’s profile. Organisations can utilise this platform by posting short videos, job opportunities and links to blogs that target specific audiences or potential employees. Twitter: The platform is become the preferred mode of choice when it comes to sending quick messages about launches, activities promotions and any other updates about the organisation. Twitter hashtags have proven to be effective in learning public opinions. As a PR practitioner one should ensure they adhere to the platform’s restrictions through the appropriate use of their accounts to avoid suspensions. Instagram: Organisations can gain mileage on this platform through engagements, the use of short quality videos and photos. The platform can be perfectly utilised by organisations whose target audience are millennials. Instagram Live has become a popular means of engaging with professionals and influencers. YouTube: The creation of YouTube channels by organisations have been vital in strategic positioning to the Publics. This platform is mainly utilised by institutions dealing with advanced activities and is more affordable as compared to conventional mainstream media adverts. The channel gives organizations an opportunity to engage with their followers through the comment section. There are also have other social media platforms such as Snapchat, Pinterest and Tik Tok where organisations can seek massive followers interested in their products and services. Most if not all social media platforms provide organizations or brands with the opportunity to engage either one on one or via the comment section which is advantageous. The public relations officer in charge should ensure they are courteous, kind and mind their tone while attending to customers. The use of visuals and visual materials requires the organisation to employ original, creative and innovative ways of engagement with their various stakeholders. Content Marketing According to Content Marketing Institute, content marketing is a platform for uninterrupted marketing where one can communicate with customers and

prospects without necessary selling. The main idea is to inform and educate their customers about what the organisation is offering. Content Marketing and creation goes hand in hand, hence one should ensure that the message is; • Tailored to the audience. • Short clear and precise. • Fulfill its purpose. • Entertaining and educative. All this should be supplemented with other things such as giveaways, celebrity endorsements, and sponsorship programmes. Trendspotting According to Investopedia, ‘Trends can be both upwards and downwards relating to bulling and bearish markets respectively’. Trends have no specified time and period. They can be classified into 3 short time, intermediate and long term trends. Trendspotting thus can be defined as the identification and understanding of the reason behind a trend. A public relations practitioner should ensure they are upto-date with new innovations and events happening in their industry or anything related to what they are involved in. The trends can be found in current activities, technological advancements and music, hence as the public relations officer in charge one should ensure they are always in the know, understand how to use the trend to maximize the value of the organisation and the platforms on which the trend is more popular. BRANDING Branding is defined as a marketing practise in which a company creates a name, symbol, or design that is easily identifiable and distinguishable from other products and services. A brand should be so simple that upon seeing the symbol or logo, name or design one can easily relate with the company. Branding has its own advantages such as generating new customers, improving business value and employee pride, and lastly creation of trust amongst its clients. Public relations practitioners can ensure that they push their brands through various activities such as peer campaigns, promotions, new product launches, celebrity endorsement and slogans. The products and services should be of good quality to gain reviews and references by loyal customers to attract potential customers/clients/ stakeholders. JANUARY - MARCH 2021

PRSK at vintage position to champion for inter-professional pacts By Mutethia wa Mberia

There are currently over 27 professional bodies listed by the Kenya National Qualifications Authority (KNQA). These bodies have dichotomised variance in legal status, corporate history, professional focus, membership pool and even scope of influence. Over time, there has been a tiff pitting professional bodies against external quality assurance agencies; internal governance and administrative conflicts amongst themselves and undesirable additional characteristics that offend corporate governance foundations. In essence, professional bodies should manage professional practice in their respective professions. With professional breadth expanded courtesy of emerging classification, de-classification and reclassification as witnessed in various courses on offer by higher education institutions, it therefore, follows that the professional bodies have to work collaboratively. The Public Relations Society of Kenya 54

JANUARY - MARCH 2021

(PRSK), being a well-managed outfit with considerable corporate repute can cut a niche for itself for advocating for inter-professional bodies’ partnerships. Similarities with comparable professional bodies notwithstanding, there are a myriad of opportunities for collaboration that can be tapped to the advantage of the practitioners professing allegiance to various bodies. Areas such as comentorship of budding professionals; trainings; joint research initiatives; grants are mentions of the key thematic areas possible for exploration. In progressive jurisdictions, unison of professional bodies is a force to reckon with. Indeed, in firmly advocating for practitioners to conclusively protect practitioners’ rights including financial compensation; recognition of practice; co- accreditation with external quality assurance agencies; periodic issuance of professional status reports and positional statements on a raft of public interests; proposing defining reforms in joint or separate professional practice are some

gains to be drawn from such a collegiate approach. Professionals being the human capital in these professional bodies, buttressed by strategic hindsight of entrusted governance organs, must heed to this clarion call. Unnecessary disciplinary disparage amongst practitioners only clogs the progress of individuals and professional bodies’ institutions. To set the ball rolling, grounded studies must be established to structurally flesh out some of the gaps that might have been experienced in joint attempts; grid locks of intra/inter professional cohesion. This will be important for a pragmatic approach to eradicate professional mistrust, discord and disconnect sometimes witnessed in the operations of professional bodies. It is in the building of professional bodies’ institutions that they will be sustained and future generations will therefore be successfully groomed and guarded.

Staying immune to inflation By John Juma If you were to pick a year when your financial stability was shaken, I bet 2020 would be that year. However, with the uncertainty came the lesson to be more vigilant in tracking your finances. Until today, many have depleted their emergency funds and are wondering how they will stay afloat in the coming days. You could identify this catastrophe as a blessing in disguise because the importance of investments has never been more vivid. When you put money in potential ground for it to add value in the long run, you are investing. Despite Kenya’s economy taking a big hit last year, there is still an opportunity to invest in your assets and safeguard your future. Depending on your financial status, you can either invest in your side hustle, real estate, treasury bills, investment bonds or in the stock market. It may be painfully slow at first, but the rewards are worth the wait. Why Should You Invest? 1. The returns are bountiful! Imagine the excitement upon realizing that your investment has borne up to 50 percent in returns! This will be worth patting yourself on the back at the end of the year. Whether you choose to invest in your business or in stocks, you are bound to receive a considerable amount of interest within the stipulated time. Today, millions of entrepreneurs are involved in investment funds such as money market fund, equity, balanced fund just to mention a few. Most people’s interests lie in the money market fund, which is short term and safe enough as the risks taken are lower. With time, you can progress to equity fund where there is capital gain, or balanced fund. Be sure to keep a closer look at the fund managers, ensuring that they are licensed and their custodians approved, because you don’t want whatever you’re laying aside to go down the drain. As long as the eligibility of the company you are investing in is guaranteed, get ready to enjoy generous returns in a little while. 2. Guaranteed Financial Security You invest in the hope that you will soon attain financial control, but you cannot ignore the very first steps of this journey.

Ensure you have an emergency fund where you save at least 10 percent of the money you want to invest with. This is crucial especially in these unprecedented times when crises loom daily. In the event that another pandemic strikes, you won’t have to dig into your investments to survive as your savings will sustain you. Once settled, don’t be too greedy, setting sights on the highest interest-giving companies alone, because you don’t know their consistency story. This concept is well said in an interview by George Mangs, Codirector at Market Cap Trainers company, “If 10 percent interest is going to give me a sleepless night and yet 7 percent will give me a goodnight’ sleep, then I’ll go for 7 percent.” he opined. 3. Keep your latter days brighter Did your parent mention to you while still in school that you were their prime investment? Would you also wait for your children’s first salaries as your first returns? Supposing they turn their backs on you, where will you run to? Morning comes, whether you set your alarm or not, so you’ve got to think about your future financial supply beforehand. If you are thinking about that pension scheme, let that be an afterthought as they are prone

to delays too. In order to project your distant future with ease, consider real estate. Despite the financial implications on you as you start, bear in mind that the returns in form of rent will carry you well into your retirement years. 4. Stay immune to inflation The Kenyan economy is unpredictable, and you definitely won’t allow your money to stay in a place where its value is diminishing, leave alone the threat of stagnation. With the general increase in prices and fall in the purchasing value of money, those without any form of investments are likely to suffer. The reality is that Kenya is bearing an inflation rate of approximately 5 percent compared to the previous year. This is no good news if you are totally dependent on your primary income, hence the need to step up and take caution of your assets. As long as you are earning regularly, investing should be a critical part of your financial agenda. To begin, create a network of accomplished investors who might bear a different perspective of your investment plan, just to stay on track. And there you have it; this is what the future holds! JANUARY - MARCH 2021

Time for young professionals to stand out By Keith Njiru membership of professional bodies. For the PR profession in Kenya, the Public Relations Society of Kenya (PRSK) is the go-to body for professionals in the communications space seeking to grow in their career. Young professionals have an immense role not just in more sign-ups to the body but also challenging themselves to be more active within these bodies. This transcends to other partner bodies that work closely with PRSK such as the Chartered Institute of Public Relations (CIPR) and the Marketing Society of Kenya (MSK). Active membership in these bodies will help transform the perspectives that may be instilled in such organisations and sync them with the current realities especially on the digital fronts. The direction that a professional body takes ultimately shapes the course of how the profession pans out.

Undoubtedly, the Public Relations space has taken root in the globe, as more organisations begin to realise the value that PR brings to the table. A key catalyst to this transformation are young professionals, who come on board to institutions, some fresh out of campus, others joining from related disciplines. Their role in the communications industry cannot be understated and we will explore the various ways they can tap into this. One of the most crucial ways that young professionals can occupy the PR space is by leveraging on their digital skills to effectively implement them across the various institutions they work in. It is no secret that young people are very techsavvy, always keeping up to date with the latest online technologies. This can be applied to organisations in various ways- for example ensuring that their organisation is visible across the latest social media platforms and that their websites are optimized to best suit their audiences’ needs.

JANUARY - MARCH 2021

Tik-Tok as an example gained prominence last year at the height of the COVID-19 pandemic when people turned to it as a way of relaxing and dealing with the emotional stress of the pandemic. Increasingly, more and more organisations are exploring ways of having a presence on Tik Tok. This is not to say that leading an organisation towards new emerging technologies should be a preserve of the young people only. However, given that they are the ones who more frequently interact within these spaces, then at the very least they have an upper hand in leading the charge on this. This year, the talk of town seems to be an invite-only app known as Clubhouse. Clubhouse is an audio-chat social networking app that allows users to listen to conversations and discussions on various topics. The app promises to be available to the public soon and it would be interesting to watch the space and see how companies will utilize it to their advantage. Young professionals also need to carve out a space for themselves in the

Mentorship is another fundamental element which young people can bring to the PR table. Given that young professionals have been equipped with the tools of trade in the industry, it is now incumbent upon them to mould the future professionals (PR students) as well as their industry peers. By establishing linkages in the industry, young professionals can spur the growth of communications, because with these networks they can share what they have learnt from the ‘real world’ vis-à-vis the theoretical knowledge they have. This will be key to undergraduate communications students as it will provide them with a glimpse of the realities of the PR world. Establishment of these mutually beneficial exchanges can even go beyond national borders and can be enriched further by sharing experiences across different sectors (NGOs, corporate, government, FMCG, etc). Ultimately, the public relations field is an evolving one with abundant potential that is still untapped. Young professionals in the field are capable of making great strides and progressively setting steps in taking greater ownership of the PR space and bringing about transformative change in the industry.

Disruption and transformation By Teresa Jeremiah “The only thing that is constant is change.” When Heraclitus uttered these words many years ago, perhaps he had no idea they would form the basis of life in today’s era. With the rapid technological changes, highly competitive business environment and pressure for businesses to adopt and adapt to novelties to remain relevant and beat competition, change has become inevitable. Digital evolution has transformed the way industries conduct business and a paradigm shift from traditional ways of business operations to digitalized ones has been witnessed. Public relations has not been exempt from this transformation, hence the shifting PR landscape. In fact, one can argue that although the fundamentals of PR have stood the test of time, the practice has taken a new direction. As the industry continues to evolve, the role of public relations professionals and the behaviour and expectations of audiences have changed along with it. Technology has created new platforms, new ways of conducting business and offered customers powerful avenues to

directly respond to brands. As a result, the role of PR professionals has diversified from creating and pitching stories to digital PR allowing them to disseminate information in real-time and engage in actual conversations with audiences. Further, the constant technological changes have re-shaped almost every aspect of communication forcing PR specialists to adjust and restructure their strategies to engage their audiences in ways that successfully integrate with new media. New media has essentially transformed the way we communicate, when we communicate, where we communicate and who we communicate with. Consequently, businesses have digitized their services and products compelling PR professionals to implement new tactics that are customer-centric to their presence on social platforms. To effectively address the changing customer information consumption habits, communicators are now engaging with customers online to resolve issues in a timely manner before they become a crisis. Gone are the days when communication was a one-way model, customers have

become more cautious and they can detect inconsistencies in what brands say and what they do and possibly ‘call out’ companies that do not deliver what they promise. In other words, it is now difficult to win over such audiences and turn them into loyal customers by employing traditional PR practices, a reason as to why the PR landscape has and will continue to evolve in order to meet the expectations of the demanding publics. Lastly, while the practise of PR has undergone immense transformation over the years, it should be noted that its main aim is to build and nurture relationships remains intact. Arguably, it is the constant restructuring and adoption of new approaches to effectively execute PR functions in the digital era that has given rise to the current disruptions in the practice. While traditional PR practises still exist, they are gradually being replaced by digital formats. That being said, the digital evolution will continue to shape the future of the ever-changing field of public relations and undeniably expand the role of the PR specialist tremendously in the years to come.

JANUARY - MARCH 2021

Effective crisis management and brand reputation By Ruth Githaiga

Communications Authority fines Homeboyz radio Sh1m, suspends show for six months

In today’s digital world where technology advancement and connectivity is high, managing crisis and reputation has significantly changed. Organisations and professional communicators can no longer continue relying on the traditional ways of managing organisational crisis and brand reputation. In the modern age, in less than just five minutes, organisation reputation can go from riding high to an all-time low. Therefore, to effectively manage crisis and reputation speed and a solid strategy are important to respond to a crisis and manage reputation. A crisis usually doesn’t give a warning before it emerges. It is not predicable and occurs anytime, anywhere leaving little or no time to prepare and react. Furthermore, crisis situations hit even the most reputable organisations, brands or personalities. To respond in the best possible way, an organisation must be able to effectively engage its audience within the shortest time possible once a crisis occurs. If it’s used effectively, the company can move swiftly and quickly to provide assurance to its existing customers while building their reputation 58

JANUARY - MARCH 2021

in a way that impresses prospective clients. In the modern age organisations have no longer have the luxury of rushing to power on laptops or finding the old binder that has the printed protocol. Therefore, organisation leaders and communicators must be prepared to react in this 24/7 world on a dime to decrease the negative impact and help contain the crisis and their reputation as faster as they can. Safeguarding brand image A positive organisation, or brand reputation is more important today in a world dominated by digital communication. The digital age that is now considered the norm brings with it many risks to organisation reputation. With the rise of social networks, it is easier than ever for organisation to attract negative publicity. An ill-timed or unintentionally misguided tweet, or a send to all response there, has the potential to ruin a reputation. And it is becoming increasingly difficult to fully erase these events from memory once they are in the public domain.

So, how should organisations prepare for effective crisis and brand reputation in the modern age? • Authenticity Management should be genuine in regards to communication and should demonstrate a human touch in every interaction. This is more than acting with or expressing empathy. Crises are emotionally charged events that require a dose of humanity. • Transparency In the modern age, organisations have to assume that everything is eventually discoverable. The vacuum will be filled either by facts or by speculation. Smart organisations recognize this and strive to be as transparent as possible. • Speed Since the information vacuum gets filled so quickly, organisations must be prepared to respond quickly and promptly. This compressed operating environment demands that organisations have digital content prepared well in advance. And not just standby statements, either.

• Agility In the modern age, there are sophisticated listening technologies that allow measuring online conversations about a brand in nearly real-time. That means organisations can be more precise in their first response, and can course-correct based on the reactions they are witnessing in the moment. • Creativity In the digital era organisations have to assume that they are competing with every form of media to tell their story, including those camera phones held by ‘citizen journalists’. Audiences are going to seek wherever they get the most authentic, timely, and rich content to help them understand the crisis. So, if an organisation is putting out dense legal statements and press releases and the antagonists are sharing videos and other forms of rich content, it’s

obvious to predict whose voice will win the day. Audiences tend to be attracted by captivating, juicy and topical issues. Digital and social media have clearly changed the game. It’s creativity to win attention, to engage, and to persuade.

everyone knows exactly what to do. Have a practical Crisis Plan. In the modern era, a comprehensive crisis plan should have all company policies, leading practices, sample scenarios and arguably most important, a social media plan.

• Honesty When an organisation owns up to bad service, show contrition for mistakes and demonstrate that they are instituting the appropriate solutions in place. Then most audiences will be prepared to give them a second chance. That is a much better way of cultivating a reputation that the audience can trust.

Finally, the organisation should ensure that it maintains full charge of the situation. It should guarantee that it remains ‘in front of the story’ and shouldn’t allow the ‘story get ahead of organisation’. Failure to swiftly respond to crisis situations and making informed decisions defeats the purpose of the proactive strategy that the organisation originally spent time to establish and means that the organisation is simply being reactive instead of steering the narrative. Every entity, public or private, is vulnerable to crises and strategic communication strategies are essential to effectively deal with the pre-crisis, during crisis and post-crisis phases.

Establish Crisis Plan In addition to the above, the entity should ensure that they have the right team to handle any emerging crisis situations. The aim is to make sure each person has a clear understanding of his/her role and responsibilities so that when it’s go time,

Mentoring leadership persuasively By Ali Hassan Idow mental and emotional processes. According to Zala Bricelj, “this is when you mindfully take and schedule time for yourself. It is about the combination of training your brain to learn new behaviors and consistency of your actions.” This is the best time to check in with ourselves, an opportunity to listen to our mind – the silence helps us to focus on our body and mind and also listen to what it needs.

Creating a life of purpose for yourself requires great investment in improving every area of your life. Doing what we love is considered that great step to improving our life and the kind of energy and time we apply in achieving this tells about the intention to wanting a quality life. We come across different people and our interaction has an impact in the kind of life we creating for ourselves. Spending time alone is seen as an effective method of personal growth and development. This is based on the fact that ‘meeting yourself’ enables you to clearly identify your purpose in life.

As we give energy and time to other people, we tend to forget the most important person to get the most of it; YOU. “Give time and energy to that which you want more in your life. Invest in yourself for a higher quality of life. You’re worth it.” Akiroq Brost. Meeting Yourself The best meeting you can have is “meeting with self”. There is the greatest power in personal meeting and conversations. It is a psychological process called introspection where the individual conducts an examination or observation of one’s own

Meeting with yourself is significant since it helps us to prioritize and focus on the most important things in our lives. It is an opportune time to refuel and refocus on our life and career goals. Ever heard of “if you see me talking to myself, I am having a staff meeting”? Use this time to talk to yourself as this will improve and nurture your mind and thoughts for your overall well-being. After all, it is said that understanding yourself is the beginning of life’s wisdom. If you don’t make time for your wellness, you will be forced to make time for your illness. The best wise decision you can make is meeting yourself daily and this is considered the best possible investment of your time. JANUARY - MARCH 2021

Embracing communication within water service providers in Kenya By Eldah Odongo Most water utilities came into operation after the enactment of the Water Act, 2002 (currently revised), which paved way to reforms in the water sector. This also enabled the formation of Water Service Providers (WSPs) which are basically limited companies that were initially owned by the now defunct Municipal Councils; but which after the introduction of a devolved system of government, are now run by the County Governments. These WSPs were formed from the then Department of Water in the Municipal Councils with their mandate being provision of water and sewerage services in their areas of jurisdiction. Given that the WSP’s were formed from the Municipal councils, had its share of advantages and disadvantages as well. The main advantage was that they were not entirely starting from scratch in terms of operations and structure. They however continued with normal daily operations as they did in the past which involved billing, collection, treatment of water, unblocking sewer networks and minor extension works etc. But on the flipside, they were also evolving to the new companies with the same organisational culture that they had in the municipal council Organisational Culture If you are a Kenyan and you hear the phrase, ‘watu wa Kanjo’ (council workers), you will understand what I mean, since I’m sure that the title is not associated with excellence. In Kisumu, for example, the water pipelines were laid in the 1960’s meaning that by the year 2002 they were over 30 years old and since maintenance

JANUARY - MARCH 2021

was not well done. This meant that a number of estates lacked clean running water and subsequently, waterborne diseases were the order of the day. The few customers that were being served were not satisfied with services. This is due to the services being tarnished by rude, unresponsive and untrained staff. New leadership that included the Managing Directors across the country had to devise ways of changing this culture in the employees and also shift the perception of the community and transform the WSP’s to professional and reputable agencies. Today, WSPs are still on this journey but compared to the year 2002, a lot of changes have taken place. The Kisumu Water and Sanitation Company Ltd (KIWASCO) for example, strategically adopted a vision statement that would catapult them to be ‘the most admired service provider’. Similarly, other WSPs in Kenya through Water Services Providers Association (WASPA) have developed and embraced benchmarking forums where all the WSPs showcase what they are doing and others strive to match or pass them. The Water Services Regulatory Board (WASREB) which is the regulatory body also has strengthened the regulation of the WSPs and ranks them annually based on their sizes. Effective Communication In order for the WSPs to successfully achieve their objectives, we have identified that effective communication MUST be at the center of the entire process. How do you receive your water bill today? Do you know how to contact your water provider?

Do you know where to report any leakages or bursts? How about channeling your complaints? Nearly all WSPs have made strides as they have not only embraced technology but have continually also phased out the manual processes. A few have gone a step forward and have been ISO certified, enhancing their quality output and weeding out bureaucracy within the system hence ensuring efficient service delivery. KIWASCO for instance, carried out a job evaluation exercise in 2019 through PricewaterhouseCoopers (PWC). Prior to this exercise, the company had only one Public Relations Officer who handled all its PR & Communications. This was however converted into a fullyfledged department with the Head of Communications who reports to the Managing Director and sits at high-level company engagements and meetings. A general overview of WSPs in Kenya, indicates that the entities are now more professional and responsive to the needs of their stakeholders. Today, if you were to conduct a survey on WSPs, I guarantee you that you will realize that they are some of the most sought after institutions to work for. They have indeed embraced effective communication campaigns and strategies resulting in better performing public institutions. The writer is the Head of Corporate Affairs and Communication at the Kisumu Water and Sanitation Company Limited (KIWASCO).

JANUARY - MARCH 2021

Mombasa should diversify menu to attract local tourists By Boniface Mwalili Sun, sand and coconuts; it sounds like the coast, doesn’t it? As a matter of fact, no other destination in Kenya offers this specific combination of natural delights. For centuries, the Kenyan Coast’s stunning beaches, enchanting cuisine and warm people have drawn millions of visitors from far and wide. Among the dozens of beach towns and islands that dot Kenya’s coastline, the city of Mombasa remains by far the busiest and most popular destination for local and international travellers. In recent years, the cosmopolis City has undergone a gradual transformation in an effort to reclaim its historical status as a global business and tourism hub. Infrastructure projects such as expansion of ports, strategic road upgrades and outstanding real-estate developments all demonstrate Mombasa’s tremendous growth. Traditionally, Mombasa has heavily relied on international holiday-makers who flock the City’s hotels and beaches during the northern hemisphere’s cold seasons. With the decline of international travel in the wake of the Covid-19

JANUARY - MARCH 2021

pandemic, domestic tourism has been touted as a potential lifeline for tourism dependent towns such as Mombasa. Tourism players have therefore been encouraged to develop new products that will drive walk-in local customers to their establishments and boost occupancy. For the majority of Kenyans, hotels are considered an out of reach luxury. To bridge this gap, hotels and travel destinations will need to deliberately design products that will appeal to local customers both in terms of experience and cost. Wellness-themed activities such as school competitions, corporate workout sessions or water sport events would be a timely addition. Promote cultural richness Spaces such as the revamped Mama Ngina Waterfront and Swahilipot Hub could host regular family-friendly cultural activities to create a vibrant ambience for locals and visitors. Experiences could also be designed to boost the exotic coastal street food culture. The unique Swahili dress code comprising lesos, deras and kanzus should also be mainstreamed as part of

our formal and national dress. Mombasa is richly endowed with unique resources that could offer long term reprieve to those affected by the tourism sector’s decline. Research by the Jomo Kenyatta University of Science and Technology (JKUAT) identified the coconut plant as one of the region’s most underutilized natural resources despite its immense value and abundance. As a long-term intervention, the edible plant which is used to make skin & hair care products, food additives, cooking oils, furniture and mats among other items could hold the key to unlocking Mombasa’s manufacturing potential. Implementing such interventions will require a well-coordinated approach from multiple stakeholders. A revamp of the city’s visual identity would provide a good starting point around which to rally local, regional and international players while building excitement around this new strategic direction. A relatable symbol, like a new emblem bearing an image of a coconut, would herald a new promise for Kenya’s first capital City.

Domestic tourism holds the key to successful recovery of the tourism sector By Carole Mosiany promotions to vigorously sell Kenya to the international market evidenced through the country’s participation in international trade fairs and tours that seek to get travellers from the much more developed countries in the west and east to sample the beauty of Kenya. This market may now not be sustainable at this time due to Covid -19 guidelines and much so because most people are more cautious with their travel plans and life in general such that travelling to the third world country is not so appealing.

The Kenyan tourism industry has been one of the sectors greatly affected since the onset of the Corona pandemic in early 2020. The first crumble of the cookie came when the government guidelines to curb the spread of Covid -19 were enforced. The cancellation of flight travel, the dawn to dusk curfew, restriction of movement in key cities, ban on events and the closure of hospitality establishments more so eateries were some of the stringent rules that massively hit the tourism sector. What followed was not pleasant and sadly included retrenchment of employees in tourism related organizations, closure of hotels some of which were international franchises and the ultimate cancellation of holiday bookings.

themselves the chance of leisure. Despite the resumption of flight travel, international tourists have not yet reached the usual expectations of high peak season. Ultimately, which now gives Brand Kenya, the government and the tourism investors the opportunity to consider marketing one untapped aspect that could be a great potential to the industry - domestic tourism.

This is where the focus can work well internally. Kenya generally has a solid number of expatriates and citizens who could do a lot of travel and sample the splendid sites of Kenya. With the right kind of marketing with localized packages the numbers can go up and get tourism back on its feet. The one advantage of the local market is that it is sustainable given that the clients can plan holidays multiple times throughout the year and weekends are fantastic times to relax for many so that even if the borders are shut, there are still local tourists supporting their own brand. Domestic Tourism is a good food for thought for what the future holds.

In the past years, there have been more

The news headlines appeared grim for the many months that followed. However, fast forward to now when most of the restrictions were disbanded or eased to allow a safe return to normal life.The Christmas holidays in 2020 offered a glimmer of hope as the the hotels and national parks began to receive streams of visitors. The dark cloud began to open up to a ray of home with local tourists being the most presumably inclined to plan holidays perhaps because of long periods of working from home and giving JANUARY - MARCH 2021

Politics and the Covid-19 vaccine By Frank Ojwang – University of Lapland, Finland Regional economic block-led negotiation for equitable access to the Covid-19 vaccine The Covid-19 pandemic has illuminated so many cracks in the Sub-Sahara African politics and governance system. More than ever before, the conversations around the true sovereignty and political maturity of African member states and governments have been aroused. Covid-19 adds to the list of African pandemics that rekindle the embarrassing low levels of emergency response and preparedness by Sub-Sahara Africa member states including Kenya, exposing the region as an aid-dependent entity that continues to rely on the West and China for her political stability. In addition, the continent’s poor healthcare system has been an issue of global concern to the World Health Organization (WHO) and other global stakeholders during the Covid-19 global pandemic. This begs the question of what the future holds for Sub-Sahara Africa and her people as the developed countries begin exploring life in the outer space. Role of PR in this regard The Public relations (PR) profession is challenged to contribute alongside 64

JANUARY - MARCH 2021

other disciplines towards improving the African politics and governance system. The challenges in Africa require a multidisciplinary approach to overcome the impediments of the 21st century including the global and regional pandemics. As politics and governance play a pivotal role in the everyday life and wellbeing of the African people, PR professionals must make their mark as agents of change that shape the development trajectory of developing African countries. The PR voices must curve their niche and make their contribution visible in the political landscape of developing countries, especially during the global pandemic. During the Covid-19 pandemic, the need for integrating Africa has re-emerged. The suspension of air travel globally presented a never-seen, never-imagined and never forecasted scenario even by the world’s best economies. Drawing lessons from the European Union (EU) that has been worst hit despite having one of the best global healthcare systems among her member states, has shown the benefits of integration and negotiating as a regional block. The African Union (AU), Economic Community of West African States (ECOWAS), Southern Africa Development

Community (SADC), East Africa Community (EAC), Intergovernmental Authority on Development (IGAD) and other regional bodies in Sub Sahara Africa need to step up their negotiation for the COVID-19 vaccine for Africa. The PR professionals in these regional bodies need to elevate the profession during crisis situations in responding to issues affecting the vulnerable and marginalized groups across Sub Sahara Africa. Africa has got to politically mature and grow up her governance capacity in order to protect her people through tactful negotiation that is led by a multidisciplinary team of professionals, with the PR role visible and contribution clearly felt. Africa needs to prioritise and accelerate integration of member states in order to strengthen intra and interAfrican trade, and allow free movement within the continent as one of the ways of bolstering economic empowerment and strengthen the negotiation muscle of the regional bodies in global platforms. Invaluable lesson from Covid-19 A key lesson learnt from the pandemic is that regardless of how well-prepared a country or region is, the pandemic does not allow the political system and governance

structure to operate conventionally by the book. The pandemic has ambushed the developed economies in Europe and the United States to innovate and manage the situation in a way that would result in the least casualties possible. But even with the best healthcare system and resources, the developed economies struggle in their efforts to contain Covid-19. The situation is made worse by the constant mutation of the coronavirus, presenting a new challenge for the already struggling and over-stretched healthcare system. African political and governance systems should be proactive in putting measures in place to help mitigate the coronavirus in the unlikely event that it surges through the various waves of infection. A potential surge by Covid-19 in any African state has the potential to be catastrophic considering the ill-equipped and understaffed healthcare facilities. This can lead to a chaotic and lawless situation resulting in a paralyzed political and governance system. Despite her ill-

equipped healthcare system and poor emergency response mechanisms, the pandemic has not adversely affected the Sub Sahara African people in the proportions that it has in the global north thus far. But the worry is that despite the potential threat posed by the pandemic, African politics has not changed. As the PR profession plays a central role in dissemination of government guidelines through the offices of the government spokespersons and other official representatives in other agencies of government, it is about time that the PR professionals join the decision-making table and contribute to the sustainable change that the PR professionals aspire to help achieve. Shaping the narrative The PR profession has a role in re-writing the African political and governance narrative. African governments have been accused of embezzling Covid-19 funds instead of using the funds to improve her healthcare system and strengthen her emergency response instruments during

the pandemic. With the exception of a few African countries, the level of risk remains as high as it was when the WHO declared coronavirus a global pandemic. The politics around donor aid meant for Covid-19 faces a myriad of challenges. In addition, the Covid-19 pandemic has been used to violate human rights in Africa and to shrink the democratic space in African countries that have had their elections held around the pandemic period. Covid-19 is being used to punish the poor in Africa. The PR professionals have a role to rewrite the narrative and through PR, promote mature politics and good governance during and beyond the pandemic. Africa has a bright future ahead, but only if we build our politics and governance system on the strength of our diversity – multidisciplinary and cultural richness. Africa, indeed has a brighter future if we integrate the member states and negotiate for a fair share of the Covid-19 vaccine as a continent through one regional economic agency.

Threatening the position of young professionals in PR By Diana Lindy “The young restless professions, here is our voice.” Writing, as the voice of the youthful full of professional knowledge, energy and the new era know how, I voice their place in this professionalism field. Public Relations is a field of dynamic adjustments, distinctively unique from all the others, in ways that only those in the profession can understand. It boasts of a competency-based culture and is saluted and adored by many. Many young professionals in the field are disenfranchised by the lack of growth opportunities in the field, as well as the oversaturation of those with similar backgrounds and training in the workplace. Armed with knowledge and a thirst to practice, the reality of the workplace is often a different scenario, and the lack of opportunity and positions disheartening. The older set of professionals remains rooted in their spots, and younger professionals clamouring for them have no choice but to wait, for however long it takes. The industry is therefore lacking the breath of fresh air brought by those who are newly minted into the industry;

after all a new broom sweeps clean. Misuse of a young professionals is also a threat. If a fresh graduate gets lucky enough to secure a job at a public relations office, those already in office tend to manipulate them. It begins at internship level, killing the spirit to fight for jobs or even higher ranks in major firms. In most cases, they are reduced to errand boys and girls, being denied the opportunity to learn further and expound their knowledge. In the offices, they are assigned ‘lighter’ duties because they are considered to be lacking sufficient skills to handle major tasks. Skills are acquired through learning; if we are not allowed to learn, how will we acquire the necessary skills? Patriarchy and corruption are additional threats, and women at entry levels of institutions may never realize their full potential due to discrimination. All these issues have been repeatedly brought up but never fully addressed. The question remains-is there a place for young professionals in the industry?

JANUARY - MARCH 2021

Government must improve to spur uptake of Covax By Caroline Waithira two countries revolves around which target group should be considered first recipients, that is whether frontline healthcare workers, pupils and teachers or even political leaders, and whether it should be free or at a cost. In the United States, as the first round of COVID-19 vaccinations trickled out, many members of Congress lined up at the Capitol Hill physician’s office to get immunized. But then the Los Angeles Times of 24th December 2020 asked “are politicians getting the vaccination first setting an example or cutting the line.” The early vaccinations of politicians and their spouses spurred outrage on social media in the US, Germany and Israel, with several Twitter users opining that they should not be able to “jump the line” ahead of doctors, nurses and older people. Human history is replete with the search for wellness of body, mind and soul through the use of plant, animal and earth based remedies. Ancient innovations in the treatment of various human maladies is recorded on cuneiform, papyrus and rock painting. What is interesting, however, is the fact that the possession of knowledge and/or medicine has had a bearing on the politics of the day from yore to date. Egypt’s first physician, Imhotep, was made the Chief Minister of Pharaoh Djoser in the 3rd Millennium BC. Grigory Rasputin is best known for his role as a mystical adviser in the court of Czar Nicholas II of Russia in early 1900s. In the present day, pharmaceutical firms play a key role in influencing policy and politics world over. According to a Guardian article of 19th October 2017 titled How big pharmacy’s money – and its politicians – feed the US opioid crisis, former US President Donald Trump said, that pharmaceutical companies spend far more than any other industry to influence politicians. Drug makers have poured close to $2.5bn into lobbying and funding members of Congress over the past decade. According 66

JANUARY - MARCH 2021

to the US Centre for Responsive Politics, the pharmaceutical industry has about two lobbyists for every member of Congress and is reported to have spent $152m on influencing legislation in 2016. Drug companies also contributed more than $20m directly to political campaigns. At global level, manufacturers of methadone, have consistently lobbied the World Health Organization in Geneva and United Nations Office on Drugs and Crime in Vienna to influence countries’ laws, policies and programming on drug addiction therapy. All these efforts are geared towards profit of course. Reuters reported on 7th January 2021 that Kenya had ordered 24 million doses of the COVID-19 vaccine developed by AstraZeneca and expected them to arrive in the second week of February. The Business Daily of 15th February 2021 reported that Rwanda had started its first phase of vaccination against Covid-19 with the limited 1,000 doses of the Moderna vaccine administered to highrisk groups, and was expecting to receive at least 996,000 doses of AstraZeneca and 102,960 doses of the Pfizer vaccine between February and March 2021. The politics around the vaccine in these

Kenya seems to be already in political campaign mode drawing large crowds and politicians going an extra mile to mingle with citizenry. The political class, therefore, is at great risk of contracting and spreading the virus. It will be interesting to see whether they will scramble and jump the line to receive the vaccine in order to protect themselves even as they rally followers for votes. Then there is the issue of sceptics and the mistrust of the COVID-19 vaccination drive. Privately, there are wananchi who mistrust the vaccine and may not be willing to have themselves and family members receive the vaccine. Questions have been raised about the speed with which the vaccine was developed, the genuineness of efficacy trials, the issue of Africans being used as guinea pigs, and the possible negative long term health effects. These perceptions will require serious and consistent government-led advocacy to settle the fears and spur uptake of the vaccine when it finally comes. The writer is a Development Communication Professional and a Member of the Public Relations Society of Kenya.

Vital lessons to be learnt in Biden and Netanyahu bold step By Noel Ngadi

According to a public opinion survey by the Washington Post between AprilDecember 2020, the perceptions of Americans on the Covid-19 vaccine are fluid and primarily influenced by their political leaders’ standpoint. Republicans became more interested in a vaccine right after then president Donald Trump promised its availability just weeks before the 2020 elections. Democrats were however skeptical and even senior democrats like Joe Biden and Kamala Harris question the effectiveness of a Trump-administration vaccine. These different political cues heavily influenced the degree of willingness by Americans to participate in a vaccination exercise. Medical experts opine that, the pandemic can only be eradicated by a mass vaccination exercise. The depoliticisation of the Covid vaccine is therefore essential for the vaccine to experience higher

acceptance rates which in the mediumterm would likely lead to the eradication of the virus. The politicians can depoliticize the vaccine by not treating it as fodder to their populist masses. It’s imperative that politicians lead from the front like like Joe Biden, Kamala Harris and Benjamin Netanyahu done by publicly taking Covid jab. This has inspired confidence in their nations with a CNN report stating that acceptance rates in America for the vaccine had gone up 20%. This is particularly important especially in Kenya-for any future vaccination exercises for diseases like polio or measles-that people have confidence in a vaccine. (picture of Joe Biden) Because of its apolitical nature, the Church has a far-reaching audience than politicians and therefore the clergy should have a role in educating the masses on

the importance of the Covid vaccine. Previous church efforts at mobilizing the masses for vaccinations such as tetanus should be a reference point for future programs. The future is certainly brightas far as vaccinations are concerned-if the church takes the driving seat in the depoliticization of the Covid vaccine and other future vaccines. With experts warning that the current covid-19 containment measures are not effective for the medium-term and long-term, a vaccine is the only way to mitigate the social and economic disruptions caused by the virus. It’s therefore imperative that the population makes informed vaccine choices devoid of political cues of their leaders for the betterment of our foreseeable future. The writer is a freelance journalist and a social commentator. JANUARY - MARCH 2021

A perspective of the 46th US presidential inauguration ceremony By Agneta Alubala During the the 46th US Presidential inauguration ceremony- arguably, the most powerful and extremely political event ever. There were lots of ‘first ever’ appearances with regards to the ceremony. Among the ‘first ever ‘ was Kamala Harris being sworn in as US’s first female, Black and South Asian vice-president by Justice Sonia Sotomayor, the first Latina on the Supreme Court. Most important however, was the abundant women that were given precedence to feature in key roles during the ceremony. Amy Klobuchar, senior Senator of Minnesota state was the master of ceremony, gave the opening inaugural remarks and also presented the President and Vice President their inaugural gifts. Was it politically correct for this particular individual to take charge of such noble role? Then there was Amanda Gorman became the first youngest person (girl!) to 68

JANUARY - MARCH 2021

ever read at a presidential inauguration. The 22-year-old poet laureate exquisitely recited her poem, “The Hill We Climb” which awed the masses.Other notable women included Lady Gaga and Jennifer Lopez who gave a great rendition to the American national anthem and a powerful live performance respectively. More enthralling, was the sight of Douglas Emhoff the first second gentleman in American history who is also the first Jewish spouse of a vice president who gladly and humbly stood beside the Vice President. Society has had a way of “othering” women as a weaker gender that are not fit to hold certain positions deemed to be arguably legitimately well suited for the male gender. America has proved that this misconception has been bypassed by time. It has been proven that women can access power even in political arenas.

History has been written once again! People! Let no one drag you into the political discourse of why we should not celebrate this victory.

Ethics need to be an part of training & specialisation By Kerry Sheehan If I could wave a magic wand and change one thing about the culture of public relations, it would be this: if you work in PR and you don’t think ethics is a big part of your role, what that means and how to practice it in reality, you’re not doing your job and at worse are bad at your job. Magic aside, one of many steps that need to be taken toward this change is at the level of education and on-the-job learning - and whatever else we can do to ensure that no one is ‘just a communicator’ anymore. However, the most common model in PR seems to be a stand-alone ethics class, often taught at the end of a degree programme after a student has already potentially spent years learning how to be a public relations specialist. In addition, we are seeing other stand-a-lone PR ‘teachings’ on ethics. Research on ethics education in a variety of disciplines, outside of PR but including areas such as computer and data science and business management, suggests that ‘silo-ing’ is not a great model. Isolating ethics teaching from being elements on all PR courses and teachings can make it appear as a side issue or potentially a public relations diversion – something we should not be aiding as ethics must come first to aid the PR industry to elevate further its value to business and society and, therefore, ‘silo-ing’ reinforces the idea that ethics is just a specialisation or, worse, not actually part of public relations at all, particularly as we are not capturing people on entry to the industry and building and embedding the vital area of ethics from day one. What if we taught students and those on-the-job from the first time, they started learning about PR models, theory, strategy and tactical execution that a fundamental component is thinking through the implications and that if you don’t do that, mindset of what if, what next, you’ve missed a vital step, an error just as damaging. When ethics only seems to come up in classes devoted to it, we reinforce the idea that ethics is an add-on. If we want public relations professionals to really think about ethics in their roles, big roles, often with societal impacts including responsibility in saving lives, keeping people well, services running, encouraging opportunities, consumers to buy products, take part in experiences and so on ethics should be from day one. JANUARY - MARCH 2021

How does your retirement plan look like? By Adeline Ojung’a Denis Okemwa, 40, an agriculturalist, is no stranger to investment. He started investing while in his thirties. “I was influenced by my friends who had begun investing at the time. I did not want to be the black sheep in the socio- economic sphere, ” he says. “The journey has not been easy. The first investment I made was in 2015. I took up a housing plan. The mortgage was to run for ten years but I withdrew my shares by the third year. The length of the term became an issue especially after my family started growing. Welcoming of my third child while still holding the same position with no income increment meant I had to cut costs to meet my family’s needs. It is the house that was sacrificed.”

I might not have cancelled the housing plan, but all is not lost. At the moment, I am aware of the different avenues to invest in and I am planning on utilizing them well. At retirement, I hope to have a fool proof amount that I can survive on for the remaining quarter of my life, God willing.”

and rental houses in his name attest to it. “I have invested in insurance companies, taking advantage of their different funds and money markets as a hands-off way of investing.” He advises that as much as there is risk in investing, if you invest wisely, the potential to gain money is higher than if you never invest.

Investing is important, if not mandatory, for wealth creation. It is a smart way of making your money work for you. If you invest your money today, it will increase in the future.

To reduce the risk on investment, the Kenyan government has ensured that there are bodies put in place to safeguard investors from unnecessary losses. The Insurance Regulatory Authority (IRA) regulates and supervises the insurance industry; formulating and enforcing standards. It also licenses all players and protects the interests of policy holders and beneficiaries.

He continues, “I have since sorted out my finances. I have an education plan with Britam that I pay for each month. This is not an investment per se from my understanding about insurance plans. It is however a security for my children’s education which I am terribly proud of. I have invested in the stock market considerably. I have some savings with a Savings and Credit Co-operative (SACCO) which earn dividends each year boosting my account annually.”

All investments involve some degree of risk. Moses Gitau, Kenya Sports Team manager, was one such unlucky individual in his earlier days. He lost a huge chunk of money while starting out as a rookie in investment. His choice of investment was in property and it is through this that a fraudulent group took advantage of his ignorance. “I was twentyfive when I purchased a 100 by 50-acre plot in Makuyu, back in 1994. After depositing seventy thousand shillings into the payment account, the group went silent. A visit to their office proved futile. They had disappeared without a trace,” he quips, managing a laugh as this is a loss since recovered.

Denis regrets not starting investment sooner. “If I had started in my twenties,

Moses continues to invest in property. A number of title deeds for parcels of land

JANUARY - MARCH 2021

The Sacco Societies Regulatory Authority (SASRA) is a semi-autonomous Government Agency under the Ministry of Industrialization and Enterprise Development. It was enacted by the Sacco Societies Act (2008) and was inaugurated in 2009, charged with the prime responsibility to license and supervise deposit taking Sacco Societies in Kenya. The Kenyan Investor Protection Act provides a level of cushioning for general investment including and not limited to the stock market.

When figuring out how to invest money, it’s best to start with the basics. These basics include setting the goal of your investments and determining where to invest money to best achieve each goal. Grow your money Investing your money can allow you to grow it. Most investment vehicles, such as stocks, certificates of deposit, or bonds, offer returns on your money over the long term. This return allows your money to build, creating wealth over time. Start and expand a business Investing is an important part of business creation and expansion. Many investors like to support entrepreneurs and contribute to the creation of new jobs and new products. They enjoy the process of creating and establishing new businesses and building them into successful entities that can provide them with a strong return on investment. Reach financial goals Investing can help you reach big financial goals. If your money is earning a higher rate of return than a savings account, you will be earning more money over the long term and within a faster period. This return on your investments can be used towards major financial goals, such as buying a home, buying a car, starting your own business, or putting your children through college.

Reduce taxable income As an investor, you may be able to reduce your taxable income by investing pretax money into a retirement fund. If you generate a loss from an investment, you may be able to apply that loss against any gains from other investments, which lowers the amount of your taxable income. Earn higher returns In order to grow your money, you need to put it in a place where it can earn a high rate of return. The higher the rate of return, the more money you will earn. Investment vehicles tend to offer the opportunity to earn higher rates of return than savings accounts. Therefore, if you want the chance to earn a higher return on your money, you will need to explore investing your money. Save for retirement As you are working, you should be saving money for retirement. While you can receive income from the government through the Kenyan occupational pension schemes, it is not enough to take care of retirement. Put your retirement savings into a portfolio of investments, such as stocks, bonds, mutual funds, insurance plans, real estate, businesses, or precious metals. Then, at retirement age, you can live off funds earned from these investments.

Consider being riskier at a younger age with your investments. Greater risk increases your chances of earning greater wealth. Becoming more conservative with your investments as you grow older can be wise, especially as you near retirement age. Various investments such as stocks, bonds, or real estate will provide either growth or income, and in some cases both. “Lack of knowledge is the major reason why many people do not invest,” says Fanny Mwema, a financial advisor with ICEA Lion Assurance Company. “The world of money and finance can be confusing and scary. Many parents and almost all educational institutions aren’t able to offer much in the way of financial education for young Kenyans. As a result, most of us go through life without ever understanding the need or the value of investing. For those with the inclination to safeguard their future, it can be an overwhelming task trying to discern credible and reliable financial advice from speculative babble and financial product sales pitches.” Not investing, or not doing it properly, can mean a longer working life. If taken seriously, the returns generated from your investments can provide financial stability in the future.

JANUARY - MARCH 2021

COVID-19: Kenya’s travel agents brace for tough times as hopes for recovery lingers in the horizon. By Agnes Mucuha The first reported case of the novel coronavirus (COVID-19) was confirmed in a wet market in Wuhan, China in November 2019. Since then, the virus spread throughout the world in a blur earning itself the enviable pandemic status; leaving a trail of devastation to the travel sector. At the onset of the pandemic, the World Tourism Organization (UNWTO) warned that travel sector players could be staring at massive losses in revenue based on the “latest developments regarding 72

JANUARY - MARCH 2021

quarantine measures, travel bans, border closures and the patterns of previous crises.” UNWTO also indicated that international travel could fall 60-80% by close of 2020 due to continued border shutdown by major travel destinations as a measure to curb the spread. According to its report on COVID – 19 Related Travel Restrictions, UNWTO indicated that by April 20th, 2020; all worldwide destinations had introduced travel restrictions in response to the pandemic. About 45% of the world’s

destinations totally or partially closed their borders for tourists, 30% totally or partially suspended international flights, and a further 18% banned entry for passengers from specific countries of origin. The resultant effect was total disruption and paralysis of international travel sector worldwide. This grim outlook is also painted by the World Travel and Tourism Council (WTTC) which warned that the COVID-19 pandemic could cut a million jobs in the travel and tourism sector, as travelling was

to find themselves in the woods after exhausting their financial reserves in keeping their businesses afloat during the first wave that lasted about 5-8 months. Too much uncertainty and despair in the air. Revenue streams for hundreds of travel agents have, since early March 2020, dried up. As the agents painstakingly watched their income grind to a halt, they were forced to take drastic cost cutting measures such as sending employees on unpaid leave and sustaining a skeleton staff on pay cuts. With this there is also a looming reality of job losses that is bringing real and profound worry to thousands of families in Kenya and the region. It is important to note that the travel industry is an extremely labor-intensive industry and, in a country like Kenya, it is an indispensable and significant source of employment. This has been an area of concern for travel agents as they have been caught in a catch 22. On one hand, they can barely afford to sustain their employee numbers, while at the same time, keep employees on unpaid leave indefinitely. On the other hand, they cannot part with their employees on redundancy grounds because it is a costly exercise yet most of them currently struggle to even keep the lights on. expected to drop by up to 80% worldwide in 2020 compared to 2019. Challenges in the Kenyan market Travel agencies in Kenya already took a big hit from the first wave of the pandemic stemming from the travel bans, shelter in place orders and surge in cancellation of flight and hotel bookings that saw a drastic contraction in their business volumes. The third wave is here with us and sadly, there is no reprieve in the horizon. Many of them complied with compensating their customers with the hope that – by intervening for their clients with airlines – they will have demonstrated their value to customers who will be eager to travel when restrictions allow it. As the third wave of the virus continues unperturbed, the scale of the crisis on the travel industry has continued to worsen. Many travel agency businesses are likely

Another thorny issue for the travel agents has been the introduction of the 1% minimum tax that took effect January 1, 2021. The Tax Laws (Amendment) Act, 2020 amended various tax laws and was aimed at responding to the COVID-19 pandemic that saw the introduction of the minimum tax. As stipulated in the Finance Act 2020, the minimum tax will be charged on the gross business turnover. Here is why this is an issue for travel agents. Travel agents essentially sell on behalf of their principals! They simply earn service fees on services provided to travelers. The cash they collect for the air ticket sales is disbursed to the International Air Transport Association (IATA) less their service charge fees. So, the million-dollar question is why should travel agents pay a minimum tax on a gross turnover that isn’t a true reflection of their gross earnings?

Applying the minimum tax to travel agents without considering the nature of their business will drive many of them out of business even before their first payout. Going Forward Travel agents in Kenya have navigated multiple crises in 2020 that was a ripple effect of the pandemic. They watched as their businesses faced insolvency, their employees going for months without pay and evictions from landlords; but they have remained resilient through it all. With the future of travel still uncertain, travel agents in Kenya are predicting that they may not be able to sustain their businesses. However, this is the sad reality to most Kenyans right now with the lockdown imposed in the zoned area (the five counties) disrupting Easter plans that were showing a glimmer of hope to this sector. The shift on the traveler behaviour calls for creative marketing strategies to get people to travel again. For the next few years, travel agencies must continue to openly promote their value through creative marketing. Is there hope? Safety will be the center-hold on whether or not people will travel again and therefore travel agents must ensure that they create enough awareness on good practices in health and hygiene. It is also important to note that in the next few months, travelers will remain wary about the possibility of future outbreaks and their containment measures. I am confident that the power of human connection will not be washed down, even with this pandemic. Agnes Mucuha is the Chief Executive Officer at Kenya Association of Travel Agents (KATA). Contact KATA for any inquiries about travel trend for 2021 in line with COVID-19 protocols or dealing with KATA certified travel agent on info@ katakenya.org

JANUARY - MARCH 2021

Having a succession plan By Caroline Shekoh The clouds are forming and the winds blowing as we weave through the valleys of Limuru, driving down to see the seventh wonder of the world and making a stopover at the town of leisure and pleasure. I join other friends over coffee in one of the hideouts along Moi Road, just a few kilometers from the largest geothermal field in the Kenyan rift. It is owned by an aging man who served the old man during his days at the helm of the nation’s leadership. After the chit-chat and a few bites, we are almost too consumed by leisure to forego the trip. It’s not an easy journey but the psyche is real. However, all is set and we must proceed. The road ahead is rough and hectic and requires endurance, but the experience that awaits us at the camp outweighs the troubles - that is the spirit of investment. Why am I bringing this romanticized story to light? It highlights the sense of Personal Investment: Not to be confused with human capital investment, which means being educated and experienced so as to bring value to an economy. Personal investment goes beyond having the capability or realization of economic growth; it is investing in oneself to fulfill a personal, economic, and spiritual goal. Not that having human capital is less valuable than human investment, what differentiates them is that human investment reaches value beyond the material or “tangible” success. Human investment encapsulates both human capital and social success, making it the epitome of self-fulfillment: Perhaps the most important intellectual of sociology, Abraham Maslow, asserts that selfactualization is the final stage of human growth, yet self-actualization cannot be realized without self-investment. Personal investment reaches beyond financial (tangible) success, it is intangible success which can be attained independent of financial success. One can invest in oneself without financial success, and reach an even higher level. This is social achievement. Financial success is admirable but may not by itself bring you social fulfillment, because one 74

JANUARY - MARCH 2021

could be financially successful but socially miserable. Lion King may be the top of the animal hierarchy in the jungle, but cannot survive without having a social kinship with other lions, as well as knowing the terrain of his environment. Lion’s strength and his unmatched power is admirable, but it is as strong as the herd he socializes with. How do you achieve financial and social success? Through personal investment. Personal investment requires financial and social investments with the goal of attaining socio-economic success, beyond the tangible. Look at it more like retiring as a prince but without the gold and diamonds in a crashing economy. How can you achieve personal financial success? For one, you do not have to look so far. There are financial institutions all over the world, you just have to look at the right places and right people. Your financial advisor is the first place you look for. They know the terrain of the financial market, and can advise on the future of economic development. Emerging economies are ripe with financial markets which are soaring with foreign capital and investment. This is particularly true for African countries. Africa has some of the fastest growing economies today, and they are a hub for global financial institutions. African banks are are flush with cash and need investors and risk takers to find ‘new frontiers’ in the African “wild west’ or ‘wild east’ or everywhere else really. Emerging African countries like South Africa, Nigeria, Kenya, Ghana, Tanzania, are fertile grounds for investment. But that’s just a part of personal investment. Having personal but professional relationships with financial advisors is crucial for personal growth and success. While some may see opportunities out there for potential investment, it is imperative that you investment in institutions that you know of and trust.

Africa has some of the smartest young minds who are ready to get to business. They graduate from the best educational institutions on the continent, which give them top-notch education coupled with exposure to foreign and local markets. If you can trust your grandma to babysit your kids, you can trust these young minds to manage your money. They are smart and capable of investing your money wisely. But, like I said before, personal investment goes beyond capital investment. It involves you investing in yourself by managing investments that bring you personal growth. Investment in your health, your community and local institutions is crucial in the fulfillment of personal growth. Your personal investment is as good and investing in yourself and in others as well. Your success goes hand in hand with the success of your community. You grow together as a society. This idea is not to be confused with socialism or communism, or any other “-isims”. I mean giving opportunities to people in your community to find their own way towards financial opportunities. They may rise and fall, but they will already have a head start. Imaging succeeding and having someone to enjoying it with you. What is more joyful than success with your family and community to enjoy it with. Would you rather be successful and live alone at the mountain top, and be miserable like a lost sailor? A word for the wise: Invest in yourself, and be the master of the terrain. Caroline Shekoh is the CEO Safari Grill & Treats, West Texas

PARTNERS:

JANUARY - MARCH 2021

What does the future hold?

Articles inside

Role of communication in averting crisis

A perspective of the 46th US presidential inauguration ceremony

Reviving the tourism sector through the MKSE programme

Leveraging your skills to stay relevant

Tourism post corona