Staff Perceptions Towards Effectiveness of Media Monitoring in Crisis Communication: A Case of Communications Authority of Kenya

Abstract

This study explored staff perceptions of the effectiveness of media monitoring in crisis communication at the Communications Authority of Kenya (CA). Guided by Situational Crisis Communication Theory (SCCT) and Framing Theory, the research examined how media monitoring supports crisis response, influences internal decision-making, and shapes communication strategies. The study addressed four objectives: (i) to assess staff perceptions of the usefulness, reliability, and effectiveness of media monitoring; (ii) to investigate how monitoring informs crisis-related decision-making and strategic planning; (iii) to explore how monitoring detects and guides responses to media framing; and (iv) to evaluate how monitoring supports the alignment of crisis strategies with specific crisis types. Using an exploratory case study qualitative research design, data were collected through in-depth staff interviews and a document review of key institutional strategies. Thematic analysis revealed that staff view media monitoring as an indispensable tool for real-time crisis tracking, brand management, and early detection of emerging issues. Participants described monitoring as a diagnostic mechanism, enabling the Authority to anticipate crises, gauge public sentiment, and decide whether to respond, delay, or remain strategically silent. Media framing emerged as a critical factor shaping CA’s messaging and timing, while monitoring data informed decisions on stakeholder targeting and resource allocation. Despite these benefits, staff identified notable challenges, including budgetary constraints, limited training on data interpretation, and occasional inaccuracies in sentiment analysis, particularly with sheng and local language usage. Perceptions also highlighted tensions between institutional policies advocating continuous monitoring and the practical limitations experienced by staff. The findings extend SCCT by demonstrating how media monitoring supports strategy selection such as when to deny, diminish, or accommodate and reinforce framing theory by showing how dominant narratives guide organizational responses. Recommendations include expanding staff training, ensuring adequate budgetary support, and institutionalizing monitoring and evaluation mechanisms. This study contributes to scholarship on crisis communication by illustrating how media monitoring strengthens organizational preparedness, protects reputations, and enhances public trust.