THE PLACE OF COMMUNICATION IN STEERING CHANGE

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Naturally we are wired to resist change. It could be subtle or candid resistance. The bottom line is, change will be met with resistance.

As a people, we are being subjected to this change. We promulgated a new constitution after an interesting referendum. The Kenyan dream was born or baptized. You choose. The promise was now within reach. Devolved governments meant more jobs, equal representation, and most importantly-equitable distribution of resources.

This long awaited change was here. If you are blind to see, open those eyes-wider. The song being sung is change. Change this and change that.

To this point, my message is change is or has been in the air for quite a while. It is odourless, I know-but still, it is in the air. And yet, very little to nothing is being done about it. That is both by those causing this change; and to whom this change is caused to. Constituents are angry at the policies being made at the county levels. Leaders are busy fighting, not with their fists-but words. It is chaos in most of these counties.

It is times like this, that we should see, clearly the relevance of communication. Amidst all these changes happening around-the most critical thing being left out is communication.

All the people responsible in ensuring that we move from these phase to the next, do not know how to handle the whole change process-for it is a process. Like any other process, stages that are linked are involved. The first stage is what is being left out. The communication stage, and this has brought about the many challenges the counties are facing today.

Fret not, I have a solution. For there to be meaningful progress insofar as devolution is concerned, communication is the key to unlocking this door. Stop assuming that things will find their way around.

Nobody likes change; but it is inevitable-like rain and taxes. Charles Darwin said, it is not the most intelligent or the strongest species that survive; but the one most adaptable to change. This is a time when every other profession should pave way for communications experts. You will come in when we have leveled the playing field.

The youth are tired of waiting. We want jobs and we want them yesterday. Farmers are tired of waiting, they want to see the fruits of their sweat. Pupils want to go to schools they chose, not one’s selected for them. All these are dreams that can be realized through the county governments. However, first things, first.

Failure by these governments to communicate their plans is what is derailing the whole dream. Should we postpone our dreams?

For instance, policies are being formulated and forced down on people-who will either misunderstand these policies and or fail to know of them. I come from Kakamega County-and my governor has formulated policies to tax chicken and livestock. It triggered a myriad of reactions from people all over the county and country. Where I come from, when you look at a chicken we see a meal. Not an investment or a pet. A meal. And here is a policy that is threatening this meal. It will definitely become a controversial topic!

I know him to be a man of action-less talk. However there is this question that I have been dying to ask. Could such reactions exist if the he had engaged the people in a media most suitable to him? Perhaps local radio channels and or focus group discussions?

Truth be told, I have confidence in my governor. His story is inspiring. A true rags to riches story-indeed! Amidst all these, he means well. I know. That having been said, the means for which he is planning to give it a go are the ones I am having trouble reconciling with.

My professional piece of advice is: to all county governments - take time to sensitize the public. Let them know what is coming. This not only prepares you as an organ but it gives you the opportunity to feel the pulse of the people towards your agenda.

Before they understand what, make them understand why. This calls for nothing but well-thought communication strategies. As a result, communication ministries and directors should be heavily budgeted for. They most certainly have the hardest task, especially now. Once they are able to accomplish their task, then the rest of the implementation stage will be smooth sailing.

The message is; we want to tax chicken and livestock. The why is; to facilitate enough revenue collection for development in the county. This in the eyes of any sensible individual-as we all are makes perfect sense. Perhaps the public will want to indulge you in a debate, let us say to have you reduce the tax from say Ksh. 20 to Ksh. 17 per chicken and so forth. This is what I call progress.

On Sunday 19^th January, Deputy President William Ruto said, Kenya has a shortage of stupid people. As a matter of fact, he is right. Treat us like one and you have a recipe for progress otherwise called maendeleo. Too much resistance brings about retrogression.

One other ingredient for success is collaboration. And how is collaboration arrived at? This is by each group giving in, a little. Speak and listen and when it’s your turn you listen as the other group speaks. This process can only be facilitated by communication and active communication at that.

Do you mean well? Then start at the very bottom. Invest time and resources in communication and communication experts. You will most certainly not regret the aftermath.

Show me the multi-billion railway project; which is by far the grandest project ever undertaken by our government since independence - and I will single out communication as a key ingredient for its success. Negotiations, meetings and so forth; communication takes centre stage.

Kenya has the potential to be a super-power someday. Look at the strides Governor Alfred Mutua is making. Just so you know, he is communications expert and thus understands these fundamentals. Could this be the reason why he is doing so well? Just a thought.

Mary Shelley said and I quote, “Nothing is as painful to the human mind as a great and sudden change.” It can be made easier with communication.

The writer is a Communication and Public Relations practitioner, working with Property Link Africa, Kenya.

odenyo09@gmail.com