By Josiah Kariuki
Government information officers must embrace digital skills and adapt to rapidly changing communication technologies if they are to remain relevant in today’s information landscape.
This was said by Principal Secretary for Broadcasting and Telecommunications Stephen Isaboke during a Kenya News Agency (KNA) departmental meeting on Monday.
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Isaboke urged public communicators to reposition themselves for a media environment increasingly dominated by social media, digital platforms and emerging technologies.
The Principal Secretary noted that the traditional model in which government agencies and mainstream media controlled the flow of information has been overtaken by technological advances that allow news to spread instantly through smartphones, social media platforms and citizen journalism.
“Most Kenyans today access breaking news through digital channels,” he said, adding that information officers must move beyond simply reporting events and focus on providing verified, credible and meaningful information to the public.
Isaboke warned that the growing spread of misinformation, disinformation and artificial intelligence-generated content presents a significant challenge to public communication, making accuracy and credibility more critical than ever.
He said government communicators must strengthen their capacity in digital content creation, social media management, fact-checking, audience engagement and crisis communication to effectively counter false information and maintain public trust.
The PS also emphasized the importance of continuous learning, noting that communication tools and platforms are evolving rapidly.
He called on information officers to acquire skills in emerging technologies such as artificial intelligence, digital analytics, multimedia storytelling, video production and strategic online engagement.
According to Isaboke, successful communication institutions across the world are investing heavily in capacity building to ensure their workforce remains competitive in the digital era.
Beyond professional development, the Principal Secretary challenged public officers to embrace leadership and accountability regardless of their positions within government institutions.
He said organizational success depends on every employee understanding and taking responsibility for their role, adding that professionalism, transparency, teamwork and accountability remain essential values in public service.
Isaboke further noted that effective government communication will become increasingly important as Kenya moves closer to future electoral processes, a period often characterized by heightened public interest and the rapid spread of information online.
He urged information officers to uphold ethical communication standards and ensure citizens receive accurate, timely and objective information that supports informed public participation.
The meeting focused on the evolving role of government communicators and the need to strengthen public communication systems in an increasingly digital and interconnected world.
