PR versus Fake News.

The just concluded elections in Kenya presented a unique learning opportunity for public relations practitioners. Social media played an important role in shaping perceptions but that had to come with a great cost.

The presence of fake news overshadowed and undermined legitimate attempts to get constructive messages across the social media platforms. This puts PR practitioners in a tight spot. In every profession, but especially in PR, the desire to satisfy clients demands can prove to be a temptation to mute conscience and cut corners. PR professionals need to rise above this and remain faithful their responsibility to give the public objective communication.

Fake news, which manipulates the truth to maintain control over public opinion has been here with us for a while now. Social media is a tool that can be used for good or bad. The menace is that an increased number of brands and some key personalities are ready to go against the codes of ethics to influence public opinion. A good example is when recently Dr. Alfred Mutua accused his key competitor Hon Wavinya Ndeti of paying youths in Mavoko Sub County to litter the town so that the County Government of Machakos could be seen as a failed government. It's unrealistic for Wavinya Ndeti who resides in Mavoko to oversee such an act and this was just a scape goat that Dr. Alfred Mutua used so that he could remain relevant within the residents of Mavoko who largely supported Wavinya Ndeti and we're opposed to the Governance of Mutua.

Kelvin Mutwiwa
CEO -Twaweza Generations PR

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