You Must Be a Hen to Thrive in PR, not a Fat Cow

We PR people have this adage - a chicken is better than a cow - which any PR person worth their salt understand well. It may sound like your early school debates like ‘a teacher is better than a doctor’ but do not be fooled, the two are worlds apart.

You should therefore understand our excitement when earlier this week, Kenya's Principal Secretary, State Department for Energy, Alex Wachira chose to use this concept as the hook of his speech during a meeting with heads of communication in the Ministry of Energy and Petroleum. The wisdom of this old say rings true across industries, especially in business, government, and more so here in the energy sector.

Outside work, if you ask me what I do, I most likely will say I am a farmer – that notwithstanding the fact that the farming I do does not meet the minimum threshold of a subsistence farmer. But I have enough noise around it to earn me a sit on the table with big farmers.

What good PR people also know is that noise alone will not take you far, frankly speaking, there must be at least an egg to show. In the words of Robert Frost, “Half the world is composed of people who have something to say and can't, and the other half who have nothing to say and keep on saying it.”

Allow me to quicken up and break down this hen analogy for you. While a cow provides large, valuable outputs – up to 40 litters of milk and quality leather - it does so quietly. Those who keep dogs know how valuable the cow legs are, or the head. Even the horns are used in many forms. When you take the cow to the market for slaughter, the entire journey is always quiet.

In contrast, a chicken lays a single egg and crows about it for the whole village to hear and bear witness. Before the hen lays an egg, especially if it is the first one, everyone will have to know. The cock will be invited to help in the choir and run all over the compound to announce to all that an egg is about to be laid. When finally, the egg drops, the noise will resume to let all with ears know that a single egg has been delivered. Try catching a hen for slaughter, you will not like the noise and struggle that will ensue.

The chicken behaviour is a perfect metaphor for the effectiveness of strategic communication in today’s fast-paced, information-driven society. Let us look at some of the areas where employing the hen mentality is likely to win big than being a fat cow.

Visibility Over Size

In business, especially in industries where competition is fierce, which happens to be most, being visible and vocal about every small achievement can make all the difference. Look at brands like Apple or Tesla - they may roll out a single feature or a slight product update, but the fanfare surrounding these launches creates significant buzz. It has been close to two years since I upgraded from iPhone 12 to iPhone 15. To this day, I am still struggling to see what the difference between the two is. Yet, even with that knowledge, I am tempted to give into the noise around iPhone 16.

Apple’s “event culture,” where it takes the stage for even minor product tweaks, exemplifies the chicken’s strategy. They lay an egg, and the entire world will know about it. This is in stark contrast to companies that may offer reliable, high-quality products (the cow), but fail to communicate their innovations effectively, leading to less consumer excitement and in turn, lower revenues.

Not so long ago, I was slightly taken aback when a local bank in its sustainability report said they have made the biggest impact in development of geothermal energy in Kenya. I asked the people I was sitting with and surprisingly they believed the message, they were like “but yeh, Kenya has big geothermal power plants in Naivasha so the bank is right to say they developed it.”

Messaging Drives Policy Success

In government, a well-communicated initiative can often have more impact than the initiative itself. Governments constantly implement programs aimed at improving citizens’ lives, but if these programs are not communicated effectively, they may fail to garner the kind of public support necessary for success of the project.

The Huduma Centers. Are a super example of successful communication in government. Initially, the one-stop government service centers were seen as just another policy rollout – even met with some rebellion. However, thanks to effective PR campaigns and communication, these centers have become synonymous with efficient, accessible government services.

The government ensured every citizen knew about the benefits of Huduma Centers, with targeted messaging, press releases, and even community outreach programs. The chicken strategy - making noise about every successful service delivered, helped transform public perception, boosting citizen engagement.

On the other hand, think of a government program that was well-intentioned but poorly communicated. Allow me not to offer an example here.

Telling the Story of Energy Transition

The energy sector, particularly when it comes to renewable energy, provides another clear example of why PR chickens outperform PR cows. Companies and government agencies that invest in clean energy often have groundbreaking projects that go largely unnoticed unless they crow about them.

Take geothermal energy in Kenya, for example. KenGen, the country’s leading energy generator, has been at the forefront of producing clean, renewable geothermal energy through its Olkaria Geothermal Project. This initiative significantly reduces the country’s reliance on fossil fuels.

However, it is not just the magnitude of the project that has placed KenGen on the global map, it is the strategic storytelling behind it. By consistently communicating project milestones, such as hitting new megawatt targets or completing new wells, KenGen makes sure the public and stakeholders understand the importance of geothermal energy.

The company’s digital campaigns, press conferences, and media engagements serve as the crows that signal success. As a result, KenGen not only reinforces its market leadership but also sets itself apart in the global conversation around sustainable energy.

In contrast, think of a utility company that provides reliable energy services but do not regularly communicate with its customers about upgrades, new services, or plans. While its work is essential (like the cow’s milk), its impact is diminished because the public remains unaware of the efforts behind the scenes. Customers are likely to only notice these utilities when something goes wrong, whereas companies that kuku about their achievements maintain positive perceptions throughout.

Even in global energy transition discussions, countries that consistently talk about their renewable energy investments - such as Norway or Germany - tend to attract more attention and investor interest than those that quietly implement significant projects without much fanfare. This highlights that it is not just about doing the work; it is more about making sure the world knows you are doing it. Sing, shout, do anything but make sure it is loud!

Do not Be a Quiet Cow

Whether it is business, government, or private sector, the lesson remains the same: it is not enough to do great things, you must also shout about them. The digital age has made information more accessible than ever, and people are flooded with news and stories. In such a noisy world, being quiet like the fat cow can mean being overlooked, regardless of the value you offer.

As a matter of fact, organizations that adopt the chicken approach by amplifying even small successes through PR, social media, and community engagement are the ones that stay relevant and build stronger relationships with their stakeholders.

Small wins, communicated effectively, can create momentum and lead to bigger victories. So, my friends, whether you are a multinational company launching a new product or a small outfit rolling out a new initiative, remember to be the chicken, not the cow. Celebrate your wins, no matter how small, and make sure the world hears about them. Again, sing, shout, do anything but make sure it is loud!

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