The government plans to spend at least KSh 100 million every year to hire social media influencers and bloggers as part of a new strategy aimed at rebuilding public trust and countering sustained online criticism of President William Ruto’s administration. The proposal is contained in the National Communication Strategy developed by the Ministry of Information, Communications and the Digital Economy (ICT). The strategy will be implemented over three financial years, from 2024/2025 to 2026/2027.
Influencers to Amplify Government Messaging
Under the plan, influencers will be contracted to positively highlight government policies, programmes, and development projects across digital platforms. They will also be expected to promote national identity and culture as part of a coordinated government branding effort. The strategy proposes engaging 52 influencers, including 20 macro-influencers to lead large-scale online campaigns and 32 micro-influencers tasked with generating and driving hashtags on social media.
Heavy Investment in Public Communication
Beyond influencer engagement, the government intends to significantly increase spending on public communication and media outreach to boost engagement and restore confidence in its agenda. An annual budget of KSh 49.8 million has been set aside for content development across online and print platforms. The strategy also proposes the adoption of emerging technologies, including Artificial Intelligence chatbots on existing government platforms, at a cost of KSh 2 million annually.
Advertising, Media Outreach and Promotions
The government further plans to place 52 strategic advertisements in MyGov publications, estimated to cost KSh 52 million per year. Print communication will include the production and installation of billboards nationwide, with a proposed budget of KSh 2 million. To strengthen relations with the media, KSh 1 million has been allocated for developing a structured media engagement framework. In addition, weekly activation packages are projected to cost KSh 48 million for television stations and KSh 64 million for radio stations annually.
Cost Discrepancies Noted
However, the report highlights notable inconsistencies in the financial breakdown. For example, the weekly activation package for five major television stations is estimated at KSh 12 million per month, which would amount to KSh 144 million annually. Despite this, the report lists the annual total as KSh 48 million, raising questions about the accuracy of the costing.
Poor Engagement and Messaging Gaps
An assessment of government social media platforms across various ministries found that much of the content is heavily focused on political leaders, with limited emphasis on socio-economic development issues that directly affect citizens. The report also observed low levels of online engagement, pointing to the need for more effective and citizen-focused communication strategies.
AI Adoption Still Limited
On the use of emerging technologies, the strategy acknowledges that while the current administration has taken steps toward adopting Artificial Intelligence, its application in government communication remains limited and has not been fully integrated.
Declining Public Trust
According to the report, the government previously enjoyed a relatively positive public image before 2022, with recognition for achievements such as health insurance reforms under the National Health Insurance Fund (NHIF), rail transport through the Standard Gauge Railway, and major road infrastructure projects. However, public perception later deteriorated amid allegations of corruption, inefficiency, poor communication, and a growing sense of detachment between the government and citizens.
Inconsistent Messaging and Public Disconnect
The strategy identifies inconsistent messaging by different ministries as a major contributor to public mistrust, noting that conflicting statements on the same issues have confused the public. To address this, the report recommends establishing a central information repository to harmonise government communication. It also criticises the tone of official messaging, saying it reflects a government-centred approach rather than one that prioritises citizens.
To reverse the trend, the Ministry of ICT says effective communication strategies, trust-building initiatives, strong political support, and robust data security measures will be essential.
