GOVERNMENT OF KENYA

PUBLIC SECTOR COMMUNICATIONS POLICY

MINISTRY OF INFORMATION, COMMUNICATIONS AND TECHNOLOGY

SEPTEMBER 20131

TABLE OF CONTENTS

1.0 INTRODUCTION.........................................................................................................31.1 BACKGROUD…………………………………………………………………………………...31.2 PRINCIPLES OF COMMUNICATION................................................................................4

2.0 POLICY VISION.....................................................................................................42.1 POLICY MISSION..............................................................................................................42.2 POLICY GOAL………………………………………………………………………………….42.3 POLICY PRIORITIES……………………………………………………………………….…42.4 BROAD OBJECTIVES........................................................................................................52.5 SPECIFIC POLICY OBJECTIVES……………………………………………………………..5

3.0 POLICY IMPLEMENTATION STRATEGIES....................................................64.0 IMPLEMENTATION OF THE NATIONAL PUBLIC SECTOR

COMMUNICATIONS POLICY……………………………………………………..65.1 CO-ORDINATION AND MANAGEMENT OF PUBLIC COMMUNICATIONS.5.3 GOVERNMENT OF KENYA MESSAGING……………………………………………………75.4 THE GOVERNMENT OF KENYA PORTAL.......................................................................75.5 GOVERNMENT AND MEDIA RELATIONS…………………………………………………..75.6 INTERNAL COMMUNICATIONS…………………………………………………………....85.7 IMPLEMENTATION OF CIVIC EDUCATION………………………………………………...85.8 GOVERNMENT ADVERTISING……………………………………………………………….85.9 ESTABLISHMENT OF INFORMATION RESOURCE CENTRES…………………………..85.10 AUDIO VISUAL PRODUCTIONS…………………………………………………………….85.11 THE CABINET COMMITTEE……………………………………………………………….…..85.12 THE NATIONAL ASSEMBLY…………………………………………………………………95.13 THE OFFICE OF THE PRESIDENT ……………………………………………………………..95.14 CABINET SECRETARIES……………………………………………………………………….95.15 PRINCIPAL SECRETARIES……………………………………………………………………..95.16 DESIGNATED GOVERNMENT SPOKESPERSONS………………………………………….95.17 THE MINISTRY RESPONSIBLE FOR INFORMATION, COMMUNICATIONS AND

TECHNOLOGY…………………………………………………………………………………105.18 THE SECRETARY OF PUBLIC COMMUNICATIONS………………………………………115.19 THE DEPARTMENT OF PUBLIC COMMUNICATIONS.........................................................115.20 THE PRINCIPAL COMMUNICATIONS SECRETARY………………………………………115.21 DIRECTORS OF PUBLIC COMMUNICATIONS……………………………………………..125.22 MINISTERIAL AND COUNTY DIRECTORS OF PUBLIC COMMUNICATIONS…………125.23 PUBLIC COMMUNICATIONS ATTACHES..............................................................................125.24 THE PUBLIC RELATIONS SOCIETY OF KENYA (PRSK)......................................................125.25 DEPARTMENT OF INFORMATION...........................................................................................135.24 KENYA BROADCASTING CORPORATION.......................................................................13

RESOURCE ALLOCATION AND MOBILIZATION...........................................................146.0 ALLOCATION OF RESOURCES AND OPPORTUNITIES.................................................14

POLICY OUTCOMES AND IMPACT.....................................................................................157.0 MAPPING, MONITORING, EVALUATION AND REPORTING.......................................157.1 REVIEW OF POLICY AND EFFECTIVE DATE.................................................................167.2 CONCLUSION....................................................................................................................17

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1.0 INTRODUCTION

1.1 BACKGROUDThe Government of Kenya has to date lacked a Public Sector Communications Policy which has inevitably resulted in sub-optimal communication by state entities, often projecting a negative image of the Government. As a result of the lack of a Public Sector communications policy the Government has continued to face challenges in managing communications especially with the citizenry who have increasingly had very high expectations in the quality of service delivery by the Government.

These concerns have elicited responses from the Government in various guises and in some instances have involved attempts by some ministries and agencies to formulate their own policies and strategies. There have also been concerns outside Government on the absence of a public sector communications policy and the challenges it poses.

To address these concerns, the Government established the Office of Public Communications/Government Spokesperson through the Presidency and Cabinet Affairs Office Presidential Circular No 1/2004 of September 2004. This was followed by Presidential Circular No. 1/2008, which created the Department of Public Communications by splitting the former Department of Information and Public Communications into two separate and distinct entities - Department of Information and Department of Public Communications, the latter being assigned the mandate of formulating, interpreting and implementing National Public Communications policies, programmes and strategies. Similarly, as early as 2008 donors, development partners and other stakeholders unanimously agreed to support the then Coalition Government to address specific requests in the areas of among others, communication-related activities including public communication.

For the same reason, the development of a Public Sector Communications Policy and Strategy Manual initially drew its mandate from a National Leadership Retreat for Ministers and Assistant Ministers held from 13th to 14th November 2009 in Mombasa under the theme: One Government, One Voice, was a response to the same challenges posed by the lack of public sector communications policy. The Communications Policy and Strategy Manual’s aim was to enhance the national, regional and international image of the Government of Kenya and it did recommend the development of a comprehensive Government Communications Strategy.

The August 2010 promulgation of a new constitution necessitated the re-drafting of a dynamic policy in tandem with the overall national and county governments’ communications agenda in a rapidly changing socio-economic and political landscape. This is one of the raison d’être of this Public Sector Communication Policy which is anchored on key constitutional provisions and the global Information and Communication revolution. It aims at giving broad and clear guidelines to the National government, County governments and public institutions as they execute their mandates and attendant functions of Public Communications in the new constitutional dispensation.

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This Public Sector Communications Policy is expected to instil public confidence and trust, help in the day-to-day running of the sector and thus promote a positive image of Government. New provisions in the Kenya Constitution 2010 under Chapter Four on the Bill of Rights, Chapter Six on Leadership and Integrity and Chapter Thirteen on Public Service necessitates adherence to the principles and values in the Constitution of Kenya 2010 which can only be effectively executed through sectorial policies and legislation. The policy will assist in the standardization of Government Public Communications structures, processes and procedures. It will also address the need for a National Data Reservoir and define strategies for crisis, emergency and risk management communication.

The policy making has been a lengthy participatory process in which over ten stakeholder meetings have been held in various fora across the country. The policy lays focus on Kenya Vision 2030 and is expected to improve communication in, and by, Government through a rigorous implementation. The policy will be applicable to all state officers, public officers, state organs, agencies and parastatals in the interpretation and implementation of national and county public communications, in the formulation of their specific institutional public communications strategies and/or in making or implementing Public Sector Communications Policy decisions.

The successful implementation of the policy shall be a collective responsibility of all Government institutions coordinated by the Ministry of Information, Communications and Technology, which will provide leadership and use existing or new administrative arrangements to ensure the function is discharged in all Ministries, County Departments, state agencies, state departments, organs, commissions, parastatals and MDAs by public officers, county officers and all Kenyan stakeholders as stipulated in Kenya Vision 2030.

1.2 PRINCIPLES OF COMMUNICATIONThe Policy upholds the key principles of Communication, namely, integrity, mutuality, clarity and consistency. Communication shall be timely, complete and entail feedback.

2 POLICY VISIONTo be a well-informed and knowledge-based society in which good governance, respect of rule of law, protection of individual rights, freedoms, equality transparency, and accountability are guaranteed.

2.1 POLICY MISSIONTo streamline Government of Kenya communications through a multi-faceted strategic approach in a bid to promote public access to information for socio-economic and political transformation for a knowledge-based citizenry .

2.2 POLICY GOALThe overarching goal of the Policy is for Government to speak with One Voice to ensure well-coordinated, managed and responsive public sector communications.

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2.3 POLICY PRIORITIESTo put in place a Public Sector Communications framework that will enhance the participation of all Kenyans in socio-economic and political processes for self-actualization while ensuring respect to national security and privacy.

2.4 BROAD OBJECTIVEThe broad agenda of Kenyan Vision 2030 is to create a globally competitive and prosperous Kenya. The national long-term development blueprint envisions the country’s transformation into a newly industrialized, middle-income country that provides a high quality of life to all its citizens by 2030ent. The Vision is anchored on three key pillars; economic, social and political governance in the first MTP in which one of the ten key flagship projects, Communication and ICT is focused inter alia on propelling the nation to become an ultra-modern digital information and knowledge-based society. The policy therefore embeds Communication as part of Vision 2030’s projects’ plan. The Policy also recognizes the expectations of the Constitutional provision in the Bill of Rights and Freedom of Expression in Article 33(1) that give citizens the right to seek, receive or impart information, ideas, artistic creativity and academic research and intends to achieve this in the next five years.

The Policy takes cognizance of the Jubilee Government Manifesto whose objective is to build on Kenya’s recent economic successes while addressing current challenges. The Policy recognizes the role of communication in projecting its overall goals to make Kenyans’ aspirations and dreams a reality.

The broad objective of Policy therefore, is to:Ensure Government visibility, accessibility, and accountability, thus promoting Public trust and confidence in its integrity, reliability and impartiality in the Public Service.The main point is that the document must state how it is going to realize the objectives.

2.5 SPECIFIC POLICY OBJECTIVES

The specific objectives of this policy include the following;

a) Put in place an appropriate strategic mechanism for an operational, institutional and regulatory framework to enhance the administration of Public Communications.

b) Promote Government and public participation in democracy, governance and accountability to ensure national transformation through Vision 2030s three pillars, i.e., Economic, Social and Political with attendant priority sectors on which the pillars are anchored.

c) To ensure integration, co-ordination and standardisation of Public Communications under a devolved system of Government under the new Constitution.

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d) Promote and sustain the Kenya Brand nationally and internationally as well as provide positive information about Kenya to promote patriotism, national pride and unity.

e) Competitively position Kenya and its leading exports nationally, regionally and internationally.

f) Take measures to improve the image of Kenya internationally, and at counties, cities and towns.

g) Help co-ordinate the function of Public Communications, at National and County Governments.

h) Build and sustain a positive image and clear Government marketing brand.

i) Outline the role of Government in the realization of freedom and access to information, good governance and national development.

3 POLICY IMPLEMENTATION STRATEGIES

The following strategies will be adopted to ensure that this Public Sector Communications Policy is an enabler in helping to achieve the above objectives in sustainable development:-

a) Integrating and mainstreaming an effective Public Communications strategy across all Government at the National and County Government levels through inter alia adoption of the policy by the 18 ministries and the integration of their communication planning and evaluation as an integral part of policy formulation, annual work plans and business operations;

b) The Government will put effective measures in place to facilitate access to public information in accordance with Article 35 of the Constitution to ensure the promotion of democracy and improved public service delivery in all the 47 counties by 2030.

c) The Government will facilitate collaboration and information sharing between its institutions at both the national and county levels on education, health, gender, environment, agriculture, commerce, democracy, governance, children, older and aging persons, community development, industrial peace, international labour conventions, occupational safety and national social protection as critical in national, regional and global development.

d) The Government will target as many Kenyans as possible through FM, Community and Vernacular Radio, Television, print, Social Media and Mobile Telephony as the population grows.

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e) The Government will unveil a very clear protocol for sharing information with the media by inter alia institutionalizing regular mandatory media briefings through a state-of- the art National Communications and Media Centre accessible to media practitioners on specific national or policy issues in the social, economic and political pillars stipulated in Vision 2030.

f) The Government will undertake regular Media Monitoring initiatives to gauge its effectiveness in projecting Public Sector Communications with the objective of achieving Kenya Vision 2030 socio-economic development goals.

g) The Government shall:

Regularly transform Public Communications by providing appropriate and extensive communication mechanisms for dialogue, national cohesion, security, sports and culture, health care, youth empowerment, protection and trade, monitoring, evaluation, reporting and its emergency/crisis/risk handling.

Accurately profile and segment the various audiences, users and stakeholders of various policy products and services to ascertain the knowledge gaps that exist among the youth regions, gender and the vulnerable in society.

Standardize, give security (validate) and regularly exploit and update various communication tools, documents products and services used to drive the economy to a middle income country.

Establish the availability and usage levels; preference and/or interests in the various development programmes being implemented towards the realization of Kenya Vision 2030 including determining the geographical disparity of the awareness levels of at least 20 million Kenyans in the first year.

Enhance institutional capacities for the provision of timely, professional and appropriate public information to at least 20 million stakeholders in the first year and make relevant recommendations to improve the communications environment between itself and the public. This shall inform the Public Sector Communications Policy Strategy to be implemented at National and County Governments in the bid to attain Vision 2030.

4 IMPLEMENTATION OF THE NATIONAL PUBLIC SECTOR COMMUNICATIONS POLICY

4.1 Introduction Communications is a shared responsibility that requires total institutional support, co-operation and interaction. Top government officials shall be called upon to represent institutions before parliamentary committees and boards of inquiry and shall ensure effective communication that respects official protocol.

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4.2 CO-ORDINATION AND MANAGEMENT OF PUBLIC COMMUNICATIONS

4.2.1 Government of Kenya MessagingThe Policy upholds that Government shall “speak with one voice” to ensure coherency. An all-inclusive and comprehensive National Messaging Strategy targeting all stakeholders including the Executive, Parliament and Judiciary shall be rolled out to guide Government Communications function. Government shall undertake stakeholder engagement to create public awareness.

4.2.2 National Corporate BrandBrand Kenya shall collaborate with the Department of Public Communications to enforce the GoK Corporate brand and endorsed brands and image for ministries and state departments and ensure monitoring and feedback on a national scale.

4.2.3 East African Regional IntegrationThe Policy propagates for the implementation of communication strategies that uphold and foster an East African regional integration.

4.2.4 The Government of Kenya PortalGovernment of Kenya Portal shall integrate the Kenya Open Data and shall be accessible to the public, state agencies, central and county governments, private sector and non-governmental organizations. The Government Portal shall be the repository of institutional data-bases and shall freely avail a single, flexible and user-friendly online service that facilitates access to information held by the Government to enhance citizen participation.

The Ministry of Information, Communications and Technology website shall be central Government website.

4.2.5 Government and Media RelationsThe Policy supports the government’s prerogative to cultivate proactive relations with media to promote awareness, understanding and buy-in by the Kenyan public of its institutional policies, programmes, projects, services and initiatives.

4.2.6 Internal CommunicationsInternal communication shall be an integral part of Government corporate communications plan and shall be addressed when planning, managing or reviewing policies, programmes, services or initiatives. It shall comply with standards and guidelines issues by the Ministry of Information, Communications and Technology.

4.2.7 Languages of CommunicationEnglish and Kiswahili shall be the main languages in Government communication since they are the languages used by the majority of Kenyans.

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4.2.8 Implementation of Civic EducationThe Policy holds that Public Communications is critical in the implementation of Civic Education. Government shall provide sustained publicity, sensitization and provision of information to the public on key Constitutional clauses appropriate platforms.

4.2.9 Government AdvertisingThe Ministry of Information, Communications and Technology will provide guidelines regarding all government originated advertisements. Government institutions shall use alternative and cost-effective advertisements. Government departments and agencies that undertake specialized or obligatory advertizing shall be exempted.

4.2.10 Social MediaGovernment shall use Social Media and Bulk SMS as a bona fide platform of engagement with the public. Public Communications Officers shall be specially trained and designated to handle engagement with Social Media.

4.2.11 Partnerships with Institutions of Higher learningGovernment shall partner with institutions of higher learning in the development of curriculum of Public Communications training.

4.2.12 Revamp Information Resource CentresThe Government shall revamp its digitized Information Resource Centres at National, County and Sub-county levels.

4.2.13 Enhancement of Rural PressThe Government shall enhance Rural Press as critical communication and information networks at the county level.

4.2.14 Revitalization of Mobile CinemaThe Government shall fully support the utilization of Mobile Cinema to inform the public on its policies, projects and programmes.

4.2.15 Communications and Media Research The Government shall place emphasis on research in Communication and Media, which shall also be undertaken in partnership with the Private Sector to identify audience needs and trends.

4.2.16 Production of IEC MaterialsThe Government shall use IEC materials in digitized and traditional media formats to interpret the national vision for socio-economic development.

4.2.17 Audio Visual Productions

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All film, video, audio-visual and multi-media productions commissioned by government institutions shall comply with the requirements of the Film Policy.

4.2.18 Copyright and IPGovernment institutions shall respect privacy rights and copyright ownership in all on-line publishing and communication. All GoK communication shall bear the GoK copyright symbol and acknowledge any collaborating partners of the publication through their logos displayed on the appropriate title page.

5 KEY IMPLEMENTORS OF POLICY

Government officials, Parliamentary Committees and Boards of Inquiries shall ensure effective communication that respects official protocol. Other implementers are the Cabinet Committee, National Assembly, The Ministry of Information, Communication and Technology, Departmental Committee of Information, Communication and Technology, Cabinet Secretaries, Government of Kenya Ministries, top Government officials, State Departments, County Governments, Judiciary, Media, Civil Society, Non-State Actors, Citizens and all Inter-Governmental Agencies. The Policy specifies and upholds the key participatory role of Citizen Journalism.

5.1 The Cabinet CommitteeThe Cabinet shall be the champion for the implementation of the Policy and other legislative proposals. It shall give direction on the management of emerging issues throughout the Government.

The Cabinet shall therefore:

a) Be supported by a designated committee to help steer and implement government’s Strategic Public Communications.

b) Act as the champion for the Policy and legislative proposals and give direction to the management of emerging issues in Government.

c) Set policy direction and give guidance to funding allocations to Treasury for advertising contracts based on the Government Advertising Plan. A framework shall be put in place for contracting agencies both nationally and internationally.

d) Give direction to the whole of government on the government’s Advertising Plan taking into consideration the existent law and procurement requirements)

5.2 The National AssemblyThe National Assembly shall act as the chief oversight body for monitoring and evaluation of the Policy and legislative proposals and it shall give direction to how

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emerging issues have been and could be effectively managed throughout the Government.

5.3 The Office of the President The President is the Chief Executive Officer (CEO) and government’s overall symbol of power and authority, and is therefore the Government’s Chief Spokesperson. The President shall, whenever necessary delegate responsibilities to the Deputy President who is next in line as the top Government Principal.

5.4 Cabinet SecretariesCabinet Secretaries shall be the Government Principal Spokespersons of their respective ministries. The Cabinet Secretary for Information, Communications and Technology shall be the key Government Spokesperson in the event of a national crisis.

5.5 Principal SecretariesA Principal Secretary who is in charge of administration of a Ministry or a department is the Accounting and Authorized Officer responsible for providing strategic policy direction for improved service delivery, developing and implementing effective performance system, developing and implementing Strategic Plans and providing leadership in mainstreaming Information, Communication and Technology in the operations of Ministries and Departments.

Principal Secretaries shall therefore:

i. Ensure policy application and implementation by Public Communications units in respective Ministries, Departments and Counties.

ii. Supervise the corporate communication plans of the institutions they head and define the responsibilities of ministerial staff with respect to communications;

iii. The Principal Secretary, Information, Communications and Technology shall play a key role in communicating Government issues.

iv. The Principal Secretary, Information, Communications and Technology shall define Ministerial and County Public Communications responsibilities and oversee the co-ordination of staff and undertake media liaison.

5.6 Designated Government Spokespersons (not clear)

Designated Government Spokespersons shall speak on an institution's behalf and shall include technical or subject-matter experts, as per specific sectoral guidelines issued by the Ministry of Information, Communications and Technology, particularly in Media Relations. All designated Government Spokespersons shall inter alia therefore, complement this policy by speaking as “One Government, One Voice” and shall be responsible for communicating government’s political priorities to the media and setting

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the news agenda for all government departments and rally the public behind the Government’s agenda.

5.7 The Ministry responsible for Information, Communications and Technology

The Ministry responsible for Information, Communications and Technology shall advise and support the Cabinet and all government institutions on Public Communications planning and management, issues, themes and strategies for policies, programmes, services and initiatives. It shall support and monitor the implementation of Cabinet decisions across government with respect to Public Communications and be answerable to the Executive and the Legislature. Government Ministries and County Public Communications offices shall regularly discuss and align with the Ministry of Information, Communications and Technology guidelines, policies and strategies to ensure their institution's communication objectives are met. The Ministry of Information, Communications and Technology shall monitor and enforce this Policy.

The Principal Secretary for Information, Communications and Technology shall be the Administrator of the Scheme of Service for Public Communications Officers and shall define the scope of their responsibilities and duties.

The Ministry of Information, Communications and Technology shall therefore:

a) Co-ordinate and manage government’s Public Communications and shall require all Public Communications audit and evaluation reports to be submitted at the end of each Financial Year.

b) Track the performance of Government Public Communications Officers and products and measure results achieved against objectives set in Government institutional business plans;

c) Assess the performance and results of government institutions to ensure effective resource and expenditure management in the Public Communications function.

d) Evaluate the effectiveness, including cost-effectiveness of government Public Communication programmes and campaigns developed in support of policy or programme initiatives, and make improvements or adjustments as needed to ensure the efficacy of plans, strategies and activities.

e) Issue specific guidelines, policies and strategies on different aspects of communications generally as required from time to time including modifying and varying or replacing such guidelines, policies and strategies.

f) Hold public consultations on any proposed policies as required.

5.8 The Department of Public Communications

The Department of Public Communications (DPC) shall be the Ministry of Information, Communications and Technology’s communications co-ordination unit. DPC shall, on

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behalf of the Ministry, play the lead role in steering Government Public Communications and in the implementation of this Policy and shall commit to active participation and implementation of the new approach to communication practice in government. It shall, on behalf of the Ministry, be responsible for providing strategic advice and support on communication issues to the Government, managing day-to-day media relations, including media inquiries and releases and co-ordinating and overseeing the effective communication of Government policies, programmes and services.

The Department of Public Communications shall undertake the role of research, drafting and editing.The Department of Public Communications shall be the depository of National Emblems and shall manage their use and distribution.

The Policy applies generally to operations of all Departments of Public Communications to units in Ministries and Counties in the area of information and communication. It outlines comprehensive research-based communication plans on all communication priorities in line with people’s interest and political priorities, better preparation of key messages and efficient and consistent delivery. In some cases these roles shall be undertaken by officials responsible for relations with the media and for information.

5.9 Ministerial and County Directors of Public Communications

Each government Ministry shall have a fully-fledged and funded Department of Public Communications under a Director of Public Communications who will manage the function of Public Communications in their respective ministries and shall liaise with the Ministry of Information, Communications and Technology.

All Ministerial and County Directors of Public Communications shall therefore:

Manage and co-ordinate all government communications in their jurisdictions; Manage and co-ordinate all Ministerial and County Public Communications events.

5.10 Public Communications AttachesTo improve Kenya’s publicity, visibility and image abroad, the Government shall deploy Senior Public Communications officers as Public Communications Attaches to busy bi-lateral and multi-lateral stations.

5.11 The Public Relations Society of Kenya (PRSK)PRSK shall be the professional body for all Government Public Communications practitioners and shall accredit all Government Public Relations and Communications Officers of diverse competencies.

PRSK shall provide a mark of quality, training on best-practices for the continuous development and professional training for Public Communications practitioners.

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PRSK shall give guidelines and approve PR training curriculum guidelines. PRSK shall give approval to enable the recognition of Public Communications/PR as a profession.

All government institutions shall establish effective and efficient Public Relations and Customer Care Units to re-align service delivery to be more customer-oriented.

5.12 Department of InformationThe Department of Information shall be a chief Government data repository of photographs and copy. It shall collate and interpret government information policies, strategies and programmes at national and county level.

 The Kenya News Agency shall continue playing its role as a competitive national and global news organization. It shall provide other news agencies with information at a fee.

All government institutions shall involve Kenya News Agency in coverage of their events for purposes of dissemination and documentation.

The Department of Information shall:

Maintain such repositories as it considers expedient for archival or other purposes.

Publish such information as would supplement other efforts for sustainable development.

Publish and distribute the Cabinet Chart (Baraza la Mawaziri) and official copies of presidential portrait. 

Establish, maintain and provide such information dissemination services on government programmes and projects especially in information and communications underserved areas.

5.13 Kenya Broadcasting CorporationKBC, as the designated public broadcaster, shall competitively gather, process and disseminate information about Government policies, projects and programmes, and that effectively links government with the populace to stir national development. KBC shall play a leading in promoting national pride and as a tool for positioning the national development agenda.

6 RESOURCE ALLOCATION AND MOBILIZATION

Allocation of Resources and OpportunitiesGovernment institutions shall mobilize adequate budgetary and technical allocations to ensure effective the implementation of Public Communications so as to optimize outputs.

All government institutions shall therefore:

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o Allocate adequate funding to the Public Communications function for each institutional policy, programme and project initiative.

o Seek joint ventures with the private Sector as further channels for soliciting for funds and resources for the function of Public Communications.

o Collaborate in corporate social responsibility programmes with the Private Sector at national, regional and international level.

7 MAPPING, MONITORING, EVALUATION AND REPORTING

Monitoring and Evaluation of communication initiatives shall be an integral part of the Public sector’s performance management system and shall be linked to staff appraisals.

Government institutions shall routinely monitor and evaluate the outputs and impacts of the Policy on public programmes, services and initiatives. Assessment tools shall include environmental, feedback, and inquiry analysis, media monitoring and opinion research which shall identify and track emerging media trends on public issues.

8 REVIEW OF POLICY

A formal review of the Policy shall take place within two years of its effective date. Evaluations of communications management by institutions will also inform the policy review and provide input to the development of best practices in this area.

Monitoring and Evaluation shall be based on measurable, observable and verifiable indicators as set out in each institution’s Work/Action Plan and Implementation Matrix and implementation reports should be submitted on a quarterly and annual basis.

In conclusion, the Ministry of Information, Communications and Technology shall undertake its advisory, co-ordination and facilitation role for the successful implementation of the policy.

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