27 Apr 2026   The Media Council of Kenya (MCK) has urged government agencies to adopt robust media relations strategies and foster closer collaboration with journalists to ensure consistency in institutional reporting. Speaking during a Senior Management Training for the Public Service Superannuation Fund (PSSF), MCK Director, Media Training and Development, Victor Bwire, underscored the critical role of strategic storytelling in building public trust. “Institutions must deliberately tell their own story in a clear, consistent, and credible manner if they are to earn and sustain public trust,” he stated. Bwire challenged communications teams to take ownership of their institutional narrative, noting that strong organisations do not leave their reputation to chance. He further emphasised the need to provide timely and accurate information that can be effectively packaged for public communication. Highlighting the importance of media engagement, he added, “Building strong rapport with the media is not optional; it is essential in positioning any institution as credible, visible, and trusted.” PSSF CEO Jonah Aiyabei acknowledged the central role of coherent communication in organisational success, noting that the training is vital in aligning senior management messaging. “As PSSF, we recognise that effective communication is at the heart of building trust and delivering value to our members. This training marks an important step in strengthening the capacity of our senior management to communicate with clarity, consistency, and purpose,” he said. On crisis preparedness, Dr. Aiyabei emphasised the need for structured crisis communication plans to safeguard institutional reputation. “It is also an opportunity to enhance our preparedness in managing crises, ensuring that when they arise, we respond with transparency and accuracy while safeguarding the integrity of the Fund,” he noted. He further reaffirmed the organisation’s commitment to strategic media engagement: “We acknowledge the role of the media in shaping public perception about PSSF and will continue to engage it strategically to build credibility and trust.” The two-day training focuses on strategic communication, stakeholder engagement, and media relations, with the goal of strengthening communication practices that build and protect institutional reputation while enhancing member awareness and engagement.