Government agencies have been urged to strengthen the way they engage with the public by investing in staff who serve as brand ambassadors, with the Media Council of Kenya (MCK) saying the quality of public interaction directly shapes confidence in state institutions.
The council noted that employees chosen for the role should have a solid understanding of their organisation’s work, values and services to enable them to communicate clearly and accurately whenever they interact with citizens.
The appeal was made during a brand ambassador training bringing together officers from the Kenya Development Corporation (KDC) and the County Government of Kitui in Naivasha.
According to a statement shared by MCK on its X account on Tuesday, the week-long programme seeks to sharpen participants’ communication skills, strengthen public engagement and promote a better understanding of the institutions they represent.
Addressing the participants, MCK Director for Media Training and Development Victor Bwire said brand ambassadors play an important role in connecting organisations with the public and should therefore be well prepared before taking up the responsibility.
“Brand ambassadors are critical links between organisations and the public. They must understand their institution’s mandate, values, products and services so they can represent it effectively and confidently. Design and deliver training for the front-office team on the institution’s functions, mandate, products and values so they can better represent the organisation when serving the public,” Bwire said.
He said front-office officers deserve equal attention during institutional training because they are usually the first employees members of the public meet when seeking services.
Bwire added that serving as a brand ambassador should be treated as a responsibility built on trust and carried out with professionalism, dedication and a positive mindset.
“The selection of brand ambassadors is based on trust and should be viewed as service to both the institution and the public. You must always maintain a positive attitude, think about the bigger picture when representing the institution, and be creative when promoting your products,” he said.
Bwire further encouraged participants to communicate respectfully, avoid negative language and routinely gather feedback from customers to help institutions understand public expectations and improve the quality of services offered.
KDC Senior Communication Officer Joy Mumbi took participants through the corporation’s mandate, explaining that it is a Development Finance Institution established to support Kenya’s socio-economic transformation through strategic investments and partnerships.
She said KDC continues to pursue partnerships and sector-focused approaches that support economic growth while creating lasting benefits for communities.
MCK Manager for Government Relations and Stakeholder Engagement Paul Oyier said an institution’s reputation is shaped by every encounter citizens have with its staff, making service delivery a key part of building a strong brand.
“The brand is a promise, but it is the product that keeps the promise. In public institutions, the product is every service interaction citizens have. It is important to consider purpose, positioning, core values, personality and visual identity to fully anchor your brand and live it out practically,” Oyier said.
MCK Assistant Director for Training and Curriculum Development Christine Nguku challenged participants to recognise the role they each play in improving organisational performance and building confidence among the public.
“It is imperative for each of you to think about your contribution and the impact it has on the business. Brand ambassadors, as message carriers, play an important role in strengthening an organisation’s branding and communication efforts,” Nguku said.
The training, which runs from August 3 to August 7, is expected to prepare brand ambassadors from KDC and the County Government of Kitui to engage more effectively with stakeholders, increase awareness of institutional services and help build stronger public trust through effective communication