A recent study highlights the growing influence of media diplomacy in shaping Kenya’s foreign policy, particularly during the implementation phase. Researchers Festus Aduol Odiemo and Prof. Pontian Godfrey Okoth found that while the media has traditionally played an instrumental role, its impact extends beyond reporting to actively shaping public opinion and guiding policy execution. The study underscores how print, broadcast, and digital media platforms serve as strategic tools for Kenya to advance its diplomatic objectives and foster international cooperation.
Kenya’s adoption of media diplomacy is rooted in the rise of information and communication technologies, including social media, websites, and video conferencing, which enable real-time engagement with domestic and international audiences. By leveraging these platforms, Kenya communicates its development priorities, promotes trade and regional integration, and builds soft power. The study notes that despite these advances, the country still lacks a centralized approach, with fragmented strategies across ministries of foreign affairs, trade, and the presidency limiting the full potential of media-driven diplomacy.
Experts suggest that strengthening media networks, training diplomats in media relations, and coordinating communication strategies across government agencies could enhance Kenya’s foreign policy outcomes. Such measures would allow the country to better project its positions, negotiate effectively in regional and global forums, and strengthen public support for diplomatic initiatives. As global powers increasingly use media to influence international relations, Kenya’s focus on media diplomacy positions it to more effectively navigate complex geopolitical landscapes while promoting its national interests.