Hits and Misses: PR and Communication in the Kenya Gen-Z Protests

By James Ratemo

The recent Gen-Z protests in Kenya have spotlighted the intricate dynamics of public relations (PR) and communication in the digital age.

Notable however is the fact that the Gen-Zs , who were previously silenced or ignored by the political class acquired a powerful voice and influence through the extensive and creative use of the social media platforms.

The Gen-Z protests in Kenya is a testament that social media can play a critical role in bringing about social and political change. True, activists around the world have been using social media platforms to connect with like-minded people, share their stories and create a formidable movement that can shake and scare those in power. ?

As a generation that is deeply connected to the internet and social media, the Gen-Z's online outrage that spilt to Kenyan streets has taught us many lessons. The mainstream media was given something to think about as evidenced by an editors’ roundtable that was set to discuss the “…long-term implications of the Gen-Z protests in Kenya.” See the digital poster below:

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Following the Gen-Z protests, the government's actions were scrutinized, with many calling for a more inclusive and responsive approach.

Here are some hits and misses we can learn for the Kenyan Gen-Zs recent protests:

Hits

1.??? Leveraging Social Media

Effective Use of Platforms: Protest organizers adeptly harnessed the power of social media platforms such as Twitter, Instagram, and TikTok to mobilize supporters, disseminate information, and coordinate activities. The use of hashtags like #KenyaGenZProtests, #RejectFinanceBill2024 #OccupyParliament #OccupyStatehouse and #RutoMustGo became a powerful tool for raising awareness, both locally and globally.

The protest that saw Kenya’s president dismiss his entire cabinet and abandon the Finance Bill 2024 shows that social media is no longer just a tool for connection but a powerful ?arsenal of modern activism, where narratives are born and movements mature.

Viral Content: Engaging visuals, memes, and short videos were used to convey powerful messages that resonated with the Gen-Z audience, who are accustomed to consuming information in short, visually captivating formats. Indeed in this era of information overload, ?and attention scarcity, the ability to communicate complex ideas through compelling bits, visuals and viral content is crucial for any successful movement or revolution.

2.??? Authentic Voices

Personal Narratives: Protesters effectively utilized personal stories and experiences, making the movement relatable and authentic. These narratives helped humanize the issues at hand, fostering empathy and broader support.

I want to associate myself with the following quotes attributed to social media scholar Zeynep Tufekci:

"Authenticity in storytelling is what transforms a hashtag into a movement. It’s the personal connection that turns passive observers into active participants."

“The networked public sphere is a place where people can connect and collaborate, but also where they can be manipulated and misled."

"Social media has the potential to amplify marginalized voices, but it can also create echo chambers and filter bubbles."

Influencer Involvement: Key influencers and public figures lent their voices to the cause, amplifying the movement’s reach and credibility. It is true that social media influencers are emerging as the new opinion shapers whose endorsement can make, break or alter a campaign.

3.??? Real-Time Updates

Live Streaming: Protesters made extensive use of live streaming to broadcast events as they happened, ensuring transparency and immediate engagement. Platforms like Facebook Live and Instagram Live allowed supporters to follow developments in real-time, creating a sense of involvement. As media theorist Marshall McLuhan famously said, "The medium is the message"—and in this case, the immediacy of live streaming was the message of transparency and urgency.

Rapid Response: The movement's organizers were quick to counter misinformation and respond to counter-narratives, maintaining control over the protest’s messaging. This is crucial in an age where, according to media expert Claire Wardle, “Misinformation spreads faster than facts, and controlling the narrative is key to sustaining a movement.”

Misses

1.??? Government Communication

Delayed Responses: The government's delayed response to the protests allowed misinformation and frustration to build among the youth. A more proactive communication strategy could have addressed concerns before they escalated. As PR consultant Edward Bernays argued, "Effective public relations anticipates public reaction and addresses concerns before they become crises."

Tone-Deaf Messaging: Initial statements from government officials were perceived as dismissive and out of touch with the realities facing the youth. This exacerbated tensions and alienated the very demographic they needed to engage. Crisis communication expert Timothy Coombs advises, “In times of crisis, empathy is key. Failing to acknowledge the concerns of your audience can turn a minor issue into a major conflict.”

2.??? Traditional Media

Underestimating Social Media: Traditional media outlets were slow to adapt to the fast-paced nature of social media-driven protests. By the time they reported on events, much of the narrative had already been shaped online. As media theorist Clay Shirky observes, “The power of social media lies in its speed and reach. Traditional media must learn to adapt or risk becoming irrelevant.” The fact that the Gen-Z movement was largely leaderless meant the traditional media which is accustomed to speaking to leaders or those in Authority was lost since the Gen-Z had not declared any leader and seemed amorphous.

3.??? Coordination Challenges

Fragmented Messaging: Despite the overall success in using social media, there were instances of fragmented messaging among different groups, leading to occasional confusion and diluting the movement’s overall impact. Social media expert Danah Boyd notes, "In decentralized movements, maintaining a coherent narrative across various platforms is a constant challenge."

Security Concerns: The real-time nature of social media also posed security risks, as live updates could be used by authorities to track and suppress protest activities. As cybersecurity expert Bruce Schneier warns, “In the digital age, the same tools that empower activists can also expose them to risks.”

4.??? Over-Reliance on Digital Communication

Exclusion of the Unconnected: The heavy reliance on digital platforms meant that those without internet access or familiarity with social media were left out of the conversation, creating a gap in engagement and support from broader segments of the population. As digital divide researcher Eszter Hargittai points out, “Digital inequality remains a significant barrier to inclusive participation in social movements.”

Lessons Learned

1.??? Proactive Engagement

Leaders need to adopt a more proactive approach in engaging with youth-led movements. Anticipating issues and addressing them early can prevent escalation.

2.??? Inclusive Communication

Efforts should be made to include voices from all segments of the population, ensuring that both digital and non-digital audiences are reached. This can help bridge gaps and foster a more inclusive dialogue.

3.??? Training and Support

Providing training for both protesters and officials on effective communication strategies can enhance the quality of discourse. For protesters, this means better coordination and messaging, while for officials, it means more empathetic and responsive communication.

4.??? Adaptability

The fast-paced nature of social media requires constant monitoring and the ability to adapt quickly. Organizations and movements must be flexible in their strategies to stay relevant and effective.

The Gen-Z protests in Kenya offer a compelling case study on the evolving landscape of PR and communication. By learning from both the successes and failures, future movements and stakeholders can better navigate the complexities of digital-era activism.

James Ratemo is a media and communication consultant. He is currently the Head of Corporate Communications, Retirement Benefits Authority. Email: [email protected] x:@kenyacurrent

The article first appeared on www.kenyacurrent.com on August 8, 2024