Former Lands Cabinet Secretary Farida Karoney. Photo/Capital News
By Newsflash Reporter
President William Ruto’s administration is facing mounting criticism over what detractors are calling an increasingly “bloated” and “redundant” communication and advisory structure.
The latest addition to this growing network is former Cabinet Secretary Farida Karoney, who served under ex-President Uhuru Kenyatta.
Although Karoney indicated she would soon clarify her new role in strategic communication, she had not provided details by the time this report was published. Analysts note that the swelling ranks of spokespeople, advisors, and communication officials have led to confusion, overlapping duties, and a soaring wage bill—all centered around the ever-expanding Executive Office of the President.
This comes even as there are already established roles such as the State House Spokesperson and the Government Spokesperson, housed within the Ministry of Information, Communications and the Digital Economy (ICT). Each ministry also employs its own communication officers, while Cabinet Secretaries are allowed to retain private consultants.
Karoney’s role is reportedly aimed at providing strategic communication support across all ministries.
Currently, Isaac Mwaura serves as the Government Spokesperson, assisted by his deputy, Mwanaisha Chidzuga. Additionally, Charles Owino, a former police spokesperson, heads the National Communication Centre. At State House, Hussein Mohamed serves as the President’s official Spokesman, while Munyori Buku oversees the Presidential Communication Service (PCS)—a successor to President Kenyatta’s troubled Presidential Strategic Communication Unit, which had itself replaced Daniel Moi’s Presidential Press Service.
Mwaura argues that the rise of new and social media platforms has made it necessary to have specialized communication teams to better disseminate government information.
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“The State House team focuses on the President’s daily activities, handled through the Presidential Communication Service and the State House Spokesperson,” Mwaura told Newsflash. “Meanwhile, my office is responsible for coordinating communication across all ministries, departments, and agencies.” He explained that the Ministry of ICT also plays a supportive role in fulfilling this mandate.
Drafting new strategy to tackle communication blunders
However, insiders reveal that coordination challenges remain, with instances of government officials issuing contradictory statements on the same matters. Senior figures are reportedly competing for media attention, often promoting personal agendas instead of presenting a unified government message.
These challenges, Newsflash established, prompted the Ministry of ICT to draft a new Government Communication Strategy (GCS) 2024–2027. The aim is to instill a “One Government, One Voice” approach to streamline communication and prevent further mishaps.
Opposition leader Raila Odinga’s ODM party—which recently signed a Memorandum of Understanding (MoU) with Ruto’s UDA party—has criticized the government’s communication missteps. ODM Secretary-General Edwin Sifuna, speaking at a public event attended by Odinga, directly addressed President Ruto, accusing his administration of frequent blunders that are undermining the new political arrangement.
“Mr President, working with you is very difficult because some people in your government make mistakes every single day,” Sifuna said. He cited the incident in Nakuru, where students from Butere Girls High School were tear-gassed and barred from participating in a drama festival, as a glaring example of mismanagement.
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ICT Cabinet Secretary William Kabogo defended the introduction of the GCS, saying it is intended to resolve the evident communication challenges.
“The Government Communication Strategy is necessary due to the lack of a uniform approach to government messaging, which has led to incoherence and inconsistency,” Mr. Kabogo explained. He warned that such communication failures have resulted in poor public support for government initiatives, a muddled narrative on development achievements, and growing public skepticism.
According to Kabogo, a streamlined communication system will ensure government policies, programs, and interventions are clearly articulated to the public, fostering more informed engagement and boosting public confidence in government initiatives.
