Kenya Moves to Professionalize Public Relations Sector with IPRAC Bill

Kwale: The Kenyan government is taking significant steps to professionalize the public relations sector with the introduction of the Institute of Public Relations and Communications Management (IPRAC) Bill. This initiative, led by the Ministry of Information, Communications, and the Digital Economy, is part of a concerted effort to elevate the standards and capabilities of the PR industry in Kenya.

According to Kenya News Agency, Eliud Owalo, the Cabinet Secretary for the Ministry of Information, Communications, and the Digital Economy, announced this development during the Public Relations Society of Kenya (PRSK) annual summit at the Diamonds Leisure Beach and Golf Resort in Kwale County. According to Owalo, the IPRAC Bill represents a commendable effort to regulate the PR profession, emphasizing professionalism, ethical conduct, and high standards of practice in a dynamic and evolving field.

The summit, which is Africa’s largest communication conference, saw the participation of over 600 PR professionals from countries including Kenya, Tanzania, Uganda, Nigeria, Zambia, the United Kingdom, and the United States of America. The event focused on adopting agile PR practices to adapt to a disrupted, fragmented, and polarized world.

Owalo underscored the government’s use of advancements in artificial intelligence, data analytics, and social media to enhance public engagement. He stressed the need for agile and effective communication in the era of fake news, ChatGPT, and deep fakes, calling for responsive, adaptable, and data-driven PR practices.

Additionally, Owalo highlighted the government’s role in stimulating social, economic, and cultural development and the importance of communication in building trust and promoting transparency. He advocated for the revamping of institutional and operational foundations of information and public communication functions in government.

Arik Karani, the president of PRSK, emphasized the crucial role of artificial intelligence in combating misinformation. Karani called on PR practitioners to leverage AI for data-driven insights and strategic decision-making. He pointed out the challenges of misinformation and the need for industry standards that reflect accuracy, transparency, and ethical communication.

Karani also mentioned that the PRSK, through the Ministry, has submitted the IPRAC bill for cabinet approval, aiming to establish a legal framework for public relations in Kenya and raise industry standards.