By KPC Reporter
The Media Council of Kenya (MCK) has called on government agencies to strengthen media relations and adopt structured communication strategies to enhance credibility and public trust.
Speaking during a senior management training for the Public Service Superannuation Fund (PSSF), MCK Director for Media Training and Development Victor Bwire underscored the importance of strategic storytelling in shaping institutional reputation.
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“Institutions must deliberately tell their own story in a clear, consistent, and credible manner if they are to earn and sustain public trust,” Bwire said.
He challenged communication teams across public institutions to take charge of their narratives, warning that strong organisations do not leave their reputations to chance.
Bwire also emphasised the need for timely and accurate information that can be effectively packaged for public consumption.
Highlighting the importance of engagement with journalists, he added: “Building strong rapport with the media is not optional; it is essential in positioning any institution as credible, visible, and trusted.”
PSSF Chief Executive Officer Jonah Aiyabei echoed the sentiments, noting that effective communication is central to organisational success and service delivery.
“As PSSF, we recognise that effective communication is at the heart of building trust and delivering value to our members. This training marks an important step in strengthening the capacity of our senior management to communicate with clarity, consistency, and purpose,” he said.
Aiyabei also stressed the need for institutions to be prepared for crises through structured communication plans.
“It is also an opportunity to enhance our preparedness in managing crises, ensuring that when they arise, we respond with transparency and accuracy while safeguarding the integrity of the Fund,” he noted.
He reaffirmed PSSF’s commitment to working closely with the media, adding: “We acknowledge the role of the media in shaping public perception about PSSF and will continue to engage it strategically to build credibility and trust.”
The two-day training focuses on strategic communication, stakeholder engagement, and media relations, aimed at strengthening institutional messaging while enhancing member awareness and engagement.
