Assessing Government Communication Strategies in Kirinyaga County

Abstract

This research evaluated government communication strategies in Kirinyaga County, Kenya, by undertaking an evaluation of their effectiveness and ways of improving them to facilitate better interactions and governance of the citizens. Using the Systems Theory that has established the importance of interdependence of subsystems to ensure efficiency in an organization, the study investigated how various departments of the county government will relate to each other in order to provide timely, clear and inclusive communication. The research was done in Kirinyaga County and involved internal communication among the county units as well as the external communication between the county government and the citizens. The study was to be completed among the estimated 5, 000 respondents, which included county officials, community leaders, representatives of non-governmental and community based organizations, business owners and residents. The Cochran formula was used to determine a sample of 190. The various sampling methods used were purposive, stratified and simple random sampling in order to represent major stakeholder groups fairly. The mixed-methods research design was chosen, which incorporated both the quantitative and qualitative methods. The data collection was performed using the structured questionnaires and semi-structured interviews of either Google forms. Descriptive statistics such as frequencies and percentages were applied in analyzing quantitative data and thematic analysis were applied in analyzing qualitative data. The results of the study were credible and valid because of triangulation of findings between various data sources. It was found that the Kirinyaga County employs various means of communication including social media, periodic barazas, announcements on radio and official circulars to disseminate information to the residents. Nonetheless, the message dissemination was not always consistent, there were weak follow-up mechanisms, and poor feedback loops which undermined the effectiveness of the communication efforts. According to the respondents, messages were not always understandable and inclusive and thus there was no understanding and engagement and less trust in the county leadership. The paper has also determined that, as much as there has been an accessibility of information over the digital platforms, the rural population and marginalized populations are still underrepresented in the online communication activities. The paper concludes that a combined and citizen-focused communication system is necessary to improve the transparency, accountability, and participation of the people in the governance of the county. It proposes that county government should have a centralized communication policy to ensure the leveling of the departmental message and inclusiveness. It was also suggested to have constant capacity building of communication officers, use of local languages when interacting with communities and use of digital tools to enhance responsiveness. Enhanced feedback system via organized public forums and frequent citizen satisfaction survey will enhance the two way interaction and better service delivery. Altogether, the research adds to the insights of the role of communication systems on the effectiveness of governance in the county. The county can establish a better relationship between the government and citizens because by aligning communication strategies and Systems Theory concepts of feedback, interdependence, and adaptability the county can develop stronger relations between the two parties. Participatory governance, transparency, and sustainable development in Kirinyaga County continue to be based on effective communication.