By Bogita Ongeri

Information is the oxygen of democracy. Denying citizens information is denying them the oxygen they need to survive and prosper.

This wisdom dawned on the framers of our Constitution who enshrined various provisions in the supreme law regarding free flow of timely and accurate information to the citizenry.

The articles regarding media and public information in the constitution puts government communication experts at the centre stage as far as management of public information is concerned.

It bears noting that after all the Bills on media and public information have been enacted into law in the near future,  government communication officers and their superiors will find themselves censured for failing to provide information as required.

Information allows people to scrutinize the actions of a government. It is also the basis for proper and informed debate on those actions.

It is, therefore, incumbent upon government communications experts to provide information to the media and the public as required by law.

Needless to say, such information must meet all the standards of accuracy and ethical integrity. Often the media is accused of not checking facts when facts were not available to them by the deadline.

As a communication expert by education, training, examination and practice, my experience has shown me that the media is a political force because they control public information, shape public knowledge and behavior therefore can determine support for or against the government policy, an institution or even an individual.

Media Influence

The media influence on how people think about public policies and issues and they provide feedback to the policy makers on the effectiveness of their policies.

Most Kenyans treat as Gospel truth any news they hear or read from the media and therefore partnership between the media and the Government is crucial to the success of public policies.

In the new constitutional dispensation and in a democracy like Kenya, citizens are now becoming more educated and are demanding rights to exercise control over institutions that once controlled them.

Government communication officers must demonstrate that the Government of the day is working towards the achievement of these goals as promised and stated in its manifesto and campaign platform. It must pass the test when called to account.

High demand for public information calls for strategic and quality advice from communication experts in the Government.

The challenge of handing the press increases with the expansion of democratic space. In Kenya’s experience, the on-going saga of alleged misappropriation of millions of shillings belonging to the National Hospital Insurance Fund is a powerfully illustrative example.

Poor coordination, inconsistencies and inaccuracies in providing information inevitably dents the image of an organization, sometimes beyond repair.

Role of communication experts

It is unfortunate that in some Government organizations, senior officers don’t even understand and appreciate the role of their communication experts and how best they can enlist their services in a bid to achieve the overall goal of the organization.

Most of these communication experts have all the skills, experience and depth of knowledge required to undertake sophisticated assignments that can improve the image of the Government.

They have a range of skills covering journalism, information science, international relations, communications, theatrical production and broadcasting. They are a link between the Government and private media houses and the general public.

They are well placed to explain to the media on government policy or position on critical issues. But some senior government officials don’t know or appreciate this fact.

If one wants to know the power of information and communication, it is useful to watch what our political elites are doing in their campaign strategies.

They have ushered in the political era of marketing, media and public communications. They are now surrounded by spin doctors in the form of communications directors.

It is high time we realized the value of communication and funded the capabilities needed to achieve the desired end state. What is important is for communicators who articulate the Government’s point of view to be given parameters, exercise prudence and provide information within reasonable professional limits.

In the recent past, many countries in Africa treated official information as their property, rather than something which they hold and maintain on behalf of the people.

If people do not know what is happening in their society, if the actions of those who rule them are hidden, then they cannot take any meaningful part in the affairs of that society. But information is not just a necessity for people – it is an essential part of good government.

Government communication experts must be given freedom to advise and set out clearly and precisely the ways in which government can achieve maximum openness, in line with the best international standards and practice.

From the national government downwards to the counties, the messages the Government sends need to be skillfully crafted, carefully coordinated and appropriate for the target audience, in order to ensure that the maximum positive impact can be achieved.

Bogita Ongeri is Assistant Director of Public Communications, Ministry of State for Defence