Public Relations, according to the British
Institute of Public Relations (BIPR), is the deliberate, planned, and
sustained effort to establish and maintain mutual understanding between an
organization and its publics. Frank Jefkins, a renowned PR scholar, adds
that PR consists of all forms of planned communication, both outward and inward,
between an organization and its publics, aimed at achieving specific objectives
related to mutual understanding. Grunig and Hunt further summarize PR as
the management of communication between an organization and its publics.
Kenya, once under British colonial rule,
experienced the growth and development of public relations largely as a result
of the colonial government’s need to secure legitimacy and maintain control. As
African nationalism strengthened and movements for self-rule intensified, the colonial
administration recognized the need to strategically influence public opinion.
Communication guidelines determining the nature of messages, how they were to
be disseminated, and who was responsible for delivering them, were formulated
in London. By the 1940s, trained PR and information officers were deployed to
the colonies to shape favorable perceptions of British rule.
PR relies heavily on communication channels;
therefore, effective structures had to be established to support these efforts.
The first major step in managing colonial public perception was the creation of
a centralized Information Department charged with distributing
government messages. This led to the establishment of the Public Information
Office (PIO) in 1948, which became the colonial government’s public
relations arm. The office promoted messages portraying the government as
progressive and concerned with the welfare of African communities, particularly
at the height of the Mau Mau uprising, when colonial authority was under
direct challenge.
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| A Mau Mau Propaganda poster warning private settlers with guns |
According to the Public Relations Work
in the Colonies Memorandum of 1947, the head of the PR department was
expected to be sympathetic to the public, optimistic about the colony’s future,
skilled in publicity work, and experienced in administration.Mutual
understanding between the government and the locals was to be achieved as per
the memorandum, through:
Shared Governance
The colonial administration sought to create the impression that Africans were partners in governance. Promises were made to introduce constitutional reforms, expand local government structures, and appoint African chiefs and representatives to senior administrative positions. These actions aimed to suggest that Africans had a voice in governance and to reduce resistance by presenting the government as serving both settlers and Africans.Improving Relations
Another PR focus was easing racial tensions, particularly over land, labor, and political rights. The goal was to encourage cooperation and minimize open conflict. Settlers aimed to appear less as aggressors and more as contributors to development and order.Consultation and Local Feedback
The memorandum emphasized the appearance of consultation with African communities before implementing new government initiatives. Administrators were encouraged to speak with local elders and leaders to create a sense of involvement. However, actual decision-making power remained with the colonial authorities, making most of these consultations largely symbolic.Controlling the Narrative
Despite promoting understanding and cooperation, the government relied heavily on censorship and propaganda during the Mau Mau Emergency (1952–1960). African-run nationalist newspapers were banned or shut down, while state-controlled media, including radio and government bulletins, portrayed the Mau Mau as violent and anti-development. This messaging was used to justify strict military and political measures. Internationally, Britain framed its actions as necessary for restoring stability and protecting economic progress in Kenya.After independence, the African-led
government adopted PR strategies to ease racial tensions, promote national
unity among diverse ethnic groups, and engage rural communities. The Public
Relations Society of Kenya (PRSK) was later established in 1971 to guide
professional practice in the country. Today, Kenya has more than 100 PR
agencies, and many educational institutions have incorporated public relations
into their academic programs.