The Real Role of the Government Spokesperson

In this short blog, I want to dive into the real role of a government spokesperson. It's much more than just making announcements. The Government Spokesperson’s job is tied to the three key elements of the communication triangle: listening, informing, and action. These principles align perfectly with Arthur Page's 6 principles of PR, which can guide effective government communication.

Arthur W. Page was a pioneering figure in the field of public relations, known for his emphasis on ethical practices and transparent communication. As Vice President of Public Relations at AT&T, he established foundational principles that continue to influence the industry today. His approach, often summarized in the "Page Principles," focused on listening to the public, telling the truth, proving it with action, and managing for tomorrow.

Page believed that public relations should be integral to corporate policy and decision-making, advocating for a proactive, honest, and responsible approach to communication. His legacy is a blueprint for building trust and maintaining a positive public image through genuine, principled engagement.

Here is how Kenya's Government Spokesperson can incorporate the three key elements of the communication triangle and thus practice transparent communication as Arthur Page did:

#1. Listen to Kenyans

First, a spokesperson must truly listen to the voices of Kenyans. This means creating avenues for people to express their concerns and suggestions. When citizens feel heard, trust builds. And during listening sessions, the government must not appear to be defensive. They need to demonstrate openness. Listen more and talk less. It’s all about connecting and showing citizens that their opinions matter. Such an approach reflects Arthur Page's principle of listening to the customer.

#2. Inform Kenyans

Next, a Government Spokesperson must keep citizens informed. This isn’t just about sharing updates; it’s about ensuring the information resonates. It’s about speaking to both the mind and the heart. The spokesperson should update Kenyans on key milestones, actions taken in response to public concerns, and the reasoning behind decisions. If some requests can’t be met right away, explain why clearly. Offer alternatives and ask for more ideas. Transparency and openness are key, embodying Page's principle of telling the truth.

#3. Encourage the Government to Take Action

Finally, while a spokesperson may not have the direct means to ensure action, they can certainly nudge the government to act because spokespersons have a role to counsel the government. It’s about advising the government to follow through on promises made and counselling leaders to honour their commitments. By ensuring that the government’s words are aligned with actions, the spokesperson will contribute to building and maintaining public trust. When citizens see that their government listens and responds, it strengthens the bond of trust. This aligns with Page's principles of proving it with action, conducting public relations as if the whole company depends on it and managing for tomorrow.

Remain Calm, Patient, and Good-Humored        

A good spokesperson also embodies Page's principle of remaining calm, patient, and good-humored, especially during crises. This helps maintain public confidence and ensures that communication is effective even under pressure.

The job of a government spokesperson is straightforward and incredibly important. It however requires courage because government spokespersons, like all PR practitioners, are boundary spanners who operate at the intersection between the government and its citizenry. Being a government spokesperson, therefore, is never about spinning stories. It’s about genuine dialogue, trust, and transparency. Focusing on listening, informing, and constantly nudging leaders to act on their promises. In my view, incorporating the principles of the communication triangle and Arthur Page's principles will help the government spokesperson foster a stronger, more trusting relationship with Kenyans.

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