Ruto’s government to spend Ksh.100 million on social influencers to restore public image
Ruto's government to spend Ksh.100 million on social influencers to restore public image
The government plans to spend at least Ksh.100 million annually to engage social media influencers and bloggers as part of a broader strategy to rebuild public trust and counter sustained online ridicule of President William Ruto’s administration.
The proposal is contained in the Ministry of ICT’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 be tasked with promoting national identity and culture as part of a coordinated branding effort.
The strategy proposes the engagement of 52 influencers, split into 20 macro-influencers to spearhead online campaigns and 32 micro-influencers responsible for creating and driving hashtags on social media.
Beyond influencer engagement, the government plans to invest heavily in public communication and media outreach to foster greater public engagement and restore confidence in its agenda. Content development, both online and in print, has been allocated Ksh.49.8 million annually.
Further, adoption of Artificial Intelligence, such as AI chatbots on existing government platforms, will cost Ksh.2 million annually.
For online platforms, the strategy includes placing 52 strategic government advertisements in MyGov publications at an estimated cost of Ksh.52 million per year. Print communication will involve the production and installation of billboards nationwide, with a budget of Ksh.2 million.
The government also plans to strengthen its relationship with the media, allocating Ksh.1 million to develop a structured media engagement plan.
Weekly activation packages will cost Ksh.48 million for television stations and Ksh.64 million for radio stations.
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However, in the report, there were glaring inconsistencies in the tabulation of the amount. For instance, the package for weekly activation package on 5 major TV stations for one month adds to Ksh.12 million monthly.
The report, however, shows that the total amount indicated was Ksh.48 million annually instead of Ksh.144 million.
An assessment of government social media platforms across ministries found that much of the content is overly 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 strategies to reach and retain audiences.
On emerging technologies, the strategy acknowledged that while the current administration has made some steps towards adopting Artificial Intelligence, its use has not been fully mainstreamed in government communication.
The report noted that before 2022, the government had a relatively positive image and was viewed as a unifying administration, with notable achievements in sectors such as health insurance through the National Health Insurance Fund, rail transport via the Standard Gauge Railway, and road infrastructure under various road agencies.
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