The government plans to spend at least Ksh.100 million annually to engage social media influencers and bloggers as part of a broader strategy aimed at rebuilding public trust and countering sustained online criticism of President William Ruto’s administration.
The proposal is outlined in the Ministry of Information, Communications and the Digital Economy’s National Communication Strategy, which will be implemented over three financial years from 2024/2025 to 2026/2027.
Under the plan, influencers will be contracted to positively profile the government by amplifying its policies, programmes, and development projects across digital platforms. They will also play a role in promoting national identity and culture as part of a coordinated government branding effort.
According to the strategy, the government intends to engage 52 influencers, comprising 20 macro-influencers to spearhead major online campaigns and 32 micro-influencers tasked with creating and driving hashtags across social media platforms.
Beyond influencer engagement, the government plans to significantly increase spending on public communication and media outreach to foster greater public engagement and restore confidence in its agenda. Content development for both online and print platforms has been allocated Ksh.49.8 million annually.
The strategy also proposes the adoption of Artificial Intelligence in government communication, including the deployment of AI-powered chatbots on existing government platforms, at an estimated cost of Ksh.2 million per year.
For digital and print visibility, the government plans to place 52 strategic advertisements annually in MyGov publications at a cost of Ksh.52 million. Additionally, nationwide billboard production and installation has been budgeted at Ksh.2 million per year.
Media engagement forms a key pillar of the strategy. The Ministry of ICT has allocated Ksh.1 million to develop a structured media engagement plan. Weekly activation packages are estimated to cost Ksh.48 million annually for television stations and Ksh.64 million for radio stations.
However, the report highlights notable inconsistencies in budget tabulation. For instance, the weekly activation package for five major television stations is estimated at Ksh.12 million per month, which would amount to Ksh.144 million annually. Despite this, the report lists the total annual cost as Ksh.48 million, raising questions about the accuracy of the figures.
An assessment of government social media platforms across ministries found that much of the content is heavily centred on political figures, with limited focus on socio-economic development issues. The report also noted low levels of online engagement, underscoring the need for more effective digital communication strategies.
On emerging technologies, the strategy acknowledged that while the current administration has taken steps toward adopting Artificial Intelligence, its application in government communication remains limited and has not been fully mainstreamed.
The report further observed that prior to 2022, the government generally enjoyed a positive public image and was viewed as a unifying administration, citing achievements in sectors such as health insurance through the National Health Insurance Fund, rail transport via the Standard Gauge Railway, and road infrastructure development.
This perception, however, later deteriorated amid accusations of corruption, inefficiency, poor public communication, and what the report described as a growing detachment between the government and citizens.
“The image of the National Government has suffered unprecedented damage in the recent past. The faulting image is demonstrated by limited public trust, waning confidence, laid-back culture and elevated corruption perceptions in public service delivery. The perceived opulence and contemptuous demeanour of public officers is equally injurious to the government’s image,” the report states.
Inconsistent messaging across ministries was also identified as a major contributor to public mistrust, with conflicting information on the same issues often confusing citizens. To address this, the report recommends establishing a central information depository to harmonise government communication.
The strategy further criticises the prevailing tone of government messaging, noting that it reflects a government-centric approach rather than a citizen-focused one.
“The disconnect between the Government and the public, unfulfilled promises made in public, misplaced pronouncements, the spread of misinformation, disinformation and malinformation, and the prevailing tight economic situation continue to erode the Government brand and reputation,” the report adds.
To reverse this trend, the Ministry of ICT emphasised that effective communication strategies, trust-building initiatives, strong political backing, and robust data security measures will be critical in restoring credibility.
“By focusing on these critical success factors, the Government can enhance the reach, effectiveness and credibility of its communication efforts, ultimately fostering greater public engagement, trust and confidence,” the report concludes.
