Beyond Press Briefing Sessions: A Call for Authentic Communication from the Treasury

The recent parliamentary vetting of John Mbadi, the prospective CS for Finance has ignited conversations around potential improvements in the Treasury's communication strategy. While his expressed commitment to enhancing communication is commendable, it's crucial to understand that effective communication extends far beyond mere press releases and media appearances.

Drawing inspiration from communication experts Arthur Page and Jim McNamara, I have many times proposed a three-pronged approach to authentic communication: consultation, information-sharing, and implementation of promises made by leaders. This "communication triangle," as I call it, is essential for building trust and fostering meaningful engagement with the public.

Consultation: Listening is a cornerstone of effective communication. The Treasury must actively seek input from citizens and stakeholders who will be impacted by its decisions. This involves creating platforms for open dialogue, conducting surveys, and actively engaging with communities. If leaders at the Treasury incorporate diverse perspectives, they will definitely make more informed and inclusive decisions.

Information-Sharing: Transparency is key. Going beyond simply informing the public about government activities, the Treasury must strive to communicate in a way that resonates emotionally. When leaders understand the hopes, fears, and aspirations of Kenyans, they can tailor their messages to inspire and motivate. This requires a deep understanding of the target audience and the ability to communicate complex issues in a clear and compelling manner. When informing the public, leaders must appeal to both logic and emotion. They should present clear, rational arguments while also connecting with people on a personal level, evoking feelings that inspire positive action.

Implementation of concrete action: As the adage goes, actions speak louder than words. The Treasury must demonstrate its commitment to its promises through concrete actions. Failing to deliver on commitments erodes trust and undermines the credibility of the government. To build a reputation for reliability and effectiveness, Treasury leaders will need to back their pronouncements with tangible results.

It's disheartening to witness leaders equate information dissemination with effective communication. While providing information is essential, it's only one piece of the puzzle. True communication is a dynamic process that requires strategic listening, the liberal sharing of information, and concrete action.

I call upon the Treasury to embrace this communication triangle approach. Prioritizing consultation, information-sharing, and the implementation of concrete action will set apart the Treasury to help transform its relationship with the Kenyan public, and build a stronger, more resilient nation. I hope that these thoughts will resonate with the Treasury and inspire a new era of authentic and impactful communication.

(I work as the Associate Managing Partner at Burson, a PR agency under the WPP Scangroup stable based in Nairobi Kenya. I am also a fellow of the Public Relations Society of Kenya (PRSK), a communication scholar, and an educator.