In the sunbaked fields of Busia County, Kenya, a young woman named Julieth Shombe bends over rows of groundnuts, her hands sorting seeds that promise higher yields and better lives. Just a few years ago, she was financially dependent on her husband's maize farm, and her dreams of further education stalled.Today, she's managing a seed centre, earning thousands of dollars, and mentoring others. This is a rare success story; it is the ripple effect of an innovative model that addressed one of agriculture's toughest challenges: delivering quality seeds to remote farmers.In Kenya and Tanzania, smallholders struggle with many barriers, but a behaviour-focused approach is turning the tide, empowering women and youth while boosting food security. This good news is documented in the Applied Communicator. Dr Catherine Lengewa of the Centre for Behaviour Change and Communication (CBCC) conducted the study, titled “Last-Mile Solutions for Quality Seed Adoption: A Behaviour-Led Youth and Women Quality Centres Model”.  The study integrates communication theories into practical farming hubs, treating mindset shifts as essential as seeds themselves. Its significance is that in regions where "women's crops" like finger millet are undervalued, the model flips the script, creating inclusive enterprises that inspire grassroots efforts as well as global pursuits, such as those set out in the UN Sustainable Development Goals for gender equality and zero hunger.The root of the issue: why quality seeds stay out of reachSmallholder farmers in remote Tanzania and Kenya face a tangled web of obstacles. Under-investment in dryland crops such as groundnut, sorghum, and finger millet weakens supply chains, prompting agro-dealers to skip costly last-mile deliveries and leaving markets thin. Gender norms exacerbate this: women provide much of the labour but have little say over inputs or income, dampening incentives. Cultural fears, low literacy, and risk aversion reinforce reliance on home-saved seeds, yielding poor harvests and perpetuating poverty.Globally, this mirrors challenges in sub-Saharan Africa and beyond, where 80% of food comes from small farms, yet seed access lags. The study, part of the AVISA project funded by the Bill & Melinda Gates Foundation and led by CIMMYT with CBCC, TARI, and KALRO, aims to restructure supply and demand through women-led and youth-led enterprises.A behaviour-led revolution: the YWQC model in actionGrounded in the socio-ecological model, the approach addresses individual mindsets (knowledge, risks), social norms (gender roles, peers), and structures (access, finance). It draws on the diffusion of innovations by showcasing early adopters, on behavioural economics via nudges such as SMS reminders, and on integrated marketing for consistent messaging.At the core are Youth and Women Quality Centres (YWQCs): community or co-op hubs run by trained locals. These multi-service nodes offer certified seeds, fertilisers, equipment leasing, training, market links, and behaviour change communication. 2021 behavioural study-informed strategies: mass media campaigns such as Tanzania's Kizazi Cha Mabadiliko (Generation of Change) reached 2 million through radio songs emphasising yields, while Kenya's Ukulima Sure (Secure Farming) sparked curiosity among 700,000, driving demo participation.Youth champions (45 in Tanzania, 34 in Kenya) led peer meetings and home visits, reaching 12,000 and training 5,386. Fifty-five demo plots enabled farmers to witness differences in germination and yields firsthand. Gender-intentional design prioritised women and youth in leadership (60% representation), with dialogues challenging norms such as male-only control over sales.Partnerships amplified impact: Breeders supplied seeds, certifiers ensured quality, companies co-invested in demos, and financiers piloted credit. This holistic fusion sets YWQCs apart from standard agro-dealers, embedding communication to catalyse change.Harvesting results: from awareness to empowermentEndline data reveal transformative outcomes. In Tanzania, awareness of improved varieties reached 75% for sorghum and 82% for groundnut (vs. <10% in controls); adoption rose to 26.7% and 32.7%; purchases reached 25-30%. In Kenya, awareness soared to 99.6%, adoption to 75.3%, yields up by 40%, incomes up by 39%—with 98% planning to continue.Socially, 60% of participants were women or youth; seed entrepreneurs grew from 0 to 36. In Busia, women led four centres, normalising their roles. Cultural fears around finger millet in Teso South faded through evidence-based dialogues.Structurally, nine hubs trained 7,670 people (60% women), produced 37 tonnes of seed, created 256 jobs, and cultivated 4,221 hectares valued at $4.43 million. Once-neglected areas now buzz with micro-markets.The study identified some of the challenges farmers face, such as late supplies, which weaken adoption; certification costs, which affect grain sales; and the slow shift in norms. Some of the solutions the study suggested include adaptive timing and the use of success stories, such as those of women like Julieth.The study echoes successes such as Ethiopia's community seed banks, which demonstrate that scalable models can lift marginalised groups.Stories of transformation: real faces behind the changeThe case of Julieth Shombe from Tanzania's Songwe Region shows that, before the project, she relied on her husband's maize. After training as a champion, she now manages Ihanda YWQC, which serves 3,000 farmers. She has increased seed production from 0.75 to 3.33 tonnes, earning $3,960. Now financially independent, she funds her education and mentors youth. Joseph Gambi from Ukwile village in Busia is another success story. From half an acre of low-yield groundnuts, he expanded to 4.5 acres after training. Co-founding a centre, he reached 600 farmers and supplied over two tonnes of seed. He generated $4,000.These narratives highlight the model's power in fostering independenceLessons for a greener future: actionable insightsThe YWQC model, replicated in Uganda for rice and beans, integrates capacity building, distribution, technology, and finance with policy links. It shows that behaviour-led platforms drive inclusive growth when communities lead.The YWQC model has demonstrated its strength by adapting across crops and geographies, from sorghum and groundnuts in Tanzania to finger millet in Kenya, and even through replication in Uganda across the rice and bean value chains. Its sustainability rests on a blend of enabling investments, including capacity building, input distribution, post-harvest technologies, and microfinance, alongside firm policy and institutional anchoring within extension plans and seed strategies. This experience shows that when communities lead and build trust, behaviour-led platforms can drive inclusive growth. With sustained investment and supportive policies, YWQCs can enhance food security and improve livelihoods for smallholder farmers. Some measures that can be employed include:Design for the Ecosystem: Address individual, social, and structural barriers together—pair awareness with supply, like global integrated farming programs.Prioritise Local Leadership: Nurture women/youth in governance to build trust and shift norms, as seen in Kenyan women's centers.Time It Right: Sync campaigns and stock with planting seasons; use demos to let farmers "see to believe."Diversify and Sustain: Offer multiple services (seeds, equipment) and streamline certification for viability.Scale Smart: Standardise tools and partner ecosystems for expansion, ensuring de-risked purchases via small packs and credit.With investment, YWQCs can enhance food security worldwide. In East Africa, they're not just planting seeds—they're sowing empowerment.
Jade Communications today launched The Applied Communicator, a publication designed to bridge the gap between communication theory and practice in the African context.Speaking at the event, held at their Nairobi office, the CEO, Paul Achar, said that communication plays a critical, foundational role in determining the success or failure of initiatives and policies across governments, organisations, institutions, and society.However, more often, communication is viewed merely as supportive rather than strategic, limiting its impact and effectiveness.There is a need to position it appropriately while also highlighting ongoing efforts. He explained that over the past 20 years, while working with communication professionals, scholars, and technical experts across multiple sectors, they identified the need for a dedicated platform to share insights, research, experiences, and best practices in Applied Human Communication.Thus, the publication represents a new approach to communication scholarship and practice.“Unlike the traditional academic journal, The Applied Communicator is a hybrid publication that bridges the divide between academia and practice. It provides a platform for academics to test models against the realities of the African context, while also giving practitioners an opportunity to share the innovative strategies they employ daily to create impact.”Caters to academia and practiceIt explores innovative research, case studies, policy analysis, storytelling, and lived experiences that demonstrate how communication, when applied strategically and grounded in inclusivity, research, and responsiveness, can rebuild public trust, shape behaviour, strengthen institutions, and inspire transformation.The inaugural issue highlights the importance of communication in organisational performance, policy implementation, leadership, governance, and societal transformation. It also cautions that neglecting communication can contribute to flawed policies, misinformation, mistrust, and institutional failure.Through The Applied Communicator, a biannual publication, Jade Communications hopes to foster a professional ecosystem where theoretical knowledge informs practice and communication expertise contributes meaningfully to institutional effectiveness and societal progress across Africa.Commending the launch of the publication, Constitutional Advisor at the Executive Office of the President, Professor Makau Mutua, noted that Jade, as a think tank, is timely.“ This institution that you have started is important and sits at the soul of the society…what you are curating here is a school of thought about communication,” he said.He further added that communication professionals had an obligation not only to fact-check the political elite but also to report the truth about events, guided by ethical and moral principles.A copy of the publication can be downloaded using this link:  
One day to go to the launch of the Applied Communicator!#JadeCommunications #TheAppliedCommunicator #TheoryMeetsPractice..
“Policy and progress succeed or fail at the level of human communication. Where dialogue is weak, systems fracture. Where communication is strategic, inclusive, and evidence-based, it becomes a force for legitimacy, learning, and impact.” The APPLIED Communicator #JadeCommunications #TheAppliedCommunicator #TheoryMeetsPractice
On Friday, 22nd May, Jade Communications, Centre for Applied Human Communications, will unveil the Applied Communicator publication. It seeks to create a platform for robust engagement and to explore innovative research, case studies, best practices, and experiences that highlight the practical application of communication theories in diverse contexts in the African setting.
Jade CommunicationsJust a few days into 2026, Nairobi was shaken by two separate building collapses in South C and Karen. Beyond the tragic loss of life and injuries, the incidents exposed persistent weaknesses not only in construction oversight and emergency response but also in how institutions communicate during crises.These events highlighted a crucial fact: while technical failures may trigger crises, communication failures often shape how the public perceives accountability and trustworthiness.Crises unfold amid uncertainty, fear, and scrutiny. In such moments, institutions are judged not only by what they do, but by what they say, how quickly they say it, and how consistently they communicate.Crisis communicationCrisis communication refers to the structured and coordinated dissemination of information before, during, and after events that threaten lives, public safety, operations, or institutional credibility. It is designed to guide public behaviour, reduce misinformation, and maintain trust in an institution. Unlike routine communication, crisis communication operates under severe time constraints and incomplete information, requiring clear and transparent messages.Failing to communicate promptly leaves information gaps, quickly filled by rumours. Conversely, timely and honest messages stabilise public sentiment, reassure affected communities, and signal accountability.Case study 1: South C building collapseOn January 2, 2026, a multi-storey building under construction collapsed in South C, triggering an emergency response involving county authorities, national agencies, and humanitarian actors. While rescue efforts were visible and immediate, public communication lagged behind events on the ground. There was no clearly identifiable spokesperson providing authoritative updates or context in the critical early stages.Initial messages focused mainly on rescue operations, with limited information on casualties, regulatory approvals, or possible causes of the collapse. As a result, key public concerns were left unanswered, feeding their anxiety. Information reached the public primarily through live media reporting and social media posts by journalists and eyewitnesses, rather than through official channels.This communication gap created a fertile ground for speculation. Online narratives around corruption, regulatory failure, and negligence gained traction, amplified by public frustration and political commentary. Public sentiment shifted rapidly from shock to suspicion and anger. From a crisis communication perspective, the response was fragmented and reactive, failing to project leadership or narrative control.A more effective approach would have involved the early designation of a spokesperson to acknowledge the tragedy, express empathy to those affected, outline what was known, and commit to regular updates. Even limited, consistent information could have reduced misinformation and stabilised public confidence.Case study 2: Karen building collapseBarely a week later, another building under construction collapsed in Karen, resulting in fatalities and injuries. This time, communication from authorities was noticeably faster and more assertive. Statements from the National Construction Authority and the Nairobi County Government clarified that the building was unregistered and that preliminary findings indicated structural failures during construction. The suspension of the site pending investigations was announced publicly.This response demonstrated a clearer application of crisis communication principles. Messaging extended beyond rescue efforts to address accountability and enforcement, and information was disseminated through media briefings and official statements that were quickly amplified by mainstream and digital media.Public sentiment, while still marked by concern and grief, was comparatively more measured. The communication reassured the public that action was being taken. However, some challenges remained, particularly brief confusion caused by statements from different agencies being released at different times. Greater coordination through joint briefings could have further strengthened message consistency.What these cases teach us about crisis communicationThe contrast between the South C and Karen incidents highlights that crises are shaped not only by the events themselves but by how authorities communicate in real time. Where communication is delayed or inconsistent, public anxiety and speculation grow; where it is timely and clear, confidence and trust can be maintained even amid tragedy.Taken together, these cases demonstrate that crisis communication effectiveness depends largely on preparedness. Institutions that lack clear structures and protocols struggle to communicate effectively under pressure, while those that apply lessons and frameworks can improve. They also show that the public evaluates institutions as much on communication behaviour as on operational response.How organisations can build an effective crisis communication policyWhen it comes to crisis, it is usually not a matter of if, but when. This means that every organisation, ought to plan for that time. As the year begins, it is critical to either develop or review an existing crisis communication policy. An effective crisis communication policy begins with clarity. Organisations must define what constitutes a crisis and establish clear triggers for activating crisis communication procedures. This ensures a timely response and avoids delays caused by internal uncertainty.Central to any policy is the designation of a crisis communication team with clearly defined roles. This includes a communication lead responsible for coordination, authorised spokespersons, and technical experts who provide verified information. Restricting public communication to designated spokespersons ensures that the message remains credible.Preparation is critical. Organisations should invest in pre-crisis planning, including media training, scenario simulations, updated contact lists, and pre-approved holding statements for foreseeable risks. This preparation enables institutions to respond quickly and confidently without sacrificing accuracy.Transparency and timeliness are essential principles. Institutions should communicate what is known, acknowledge what remains under investigation, and commit to providing updates. Silence or “no comment” responses undermine trust and allow misinformation to flourish.Internal communication is equally important. Staff must be informed early and clearly to prevent confusion, anxiety, and unauthorised disclosures. Internally aligned institutions communicate more consistently and credibly externally.Finally, crisis communication must be linked to visible action. Announcements of investigations, suspensions, or policy reviews reinforce accountability. Post-crisis communication, including lessons learned and reforms, is essential for restoring trust.       Prioritising crisis communicationThe building collapses in South C, and Karen were tragic reminder of the human cost of regulatory and technical failures. They also tested how institutions communicate during crises. As these events demonstrate, poor communication can fuel mistrust, whereas clear, transparent, and timely messages can help maintain public confidence even in the midst of tragedy. Organisations that prioritise clear policies, designated leadership, preparedness, and accountability are better positioned to manage crises and to preserve credibility in their aftermath.
By Jade Communications“Stories are the most powerful way to put ideas into the world today.” - Robert McKeeEvery day, we are surrounded by stories. Some unfold around the dinner table, some scroll past us on social media, and some play out in classrooms, boardrooms, or even on campaign trails. These stories shape what we believe, influence our decisions, and connect us to others. Communication scholar Walter Fisher captured this phenomenon in his Narrative Paradigm Theory, which shows that storytelling is at the heart of all meaningful communication.What Is the Narrative Paradigm Theory?The Narrative Paradigm is a communication theory that proposes all meaningful communication is storytelling. It challenges the traditional idea that persuasion relies primarily on logic and structured arguments. Instead, Fisher argues that humans are natural storytellers.Rather than focusing solely on reason, facts, or evidence, Fisher introduces the concept of narrative rationality. People are not purely logical; we are guided by good reasons embedded in stories. These stories are judged on how coherent and relatable they are.To determine whether a story is persuasive or meaningful, Fisher identifies two key criteria.Coherence: How well does the story hold together internally? Is it consistent, logical, and believable?Fidelity: Does the story resonate with our experiences, values, and beliefs? Stories with high fidelity feel authentic and trustworthy, even without heavy reliance on statistics.Why does the Narrative Paradigm Theory Matter In communication?People don’t receive messages in a vacuum. We interpret and evaluate new information through the lens of the stories we already know, the lives we’ve lived, the values we hold, and the communities we belong to. Fisher’s theory offers several insights that apply across professional fields.First, everyone is a storyteller. The Narrative Paradigm democratizes communication by asserting that all people can create and interpret stories.Second, stories carry moral weight. Audiences evaluate whether a story feels “true” in alignment with their understanding of the world.Third, storytelling is strategic. Effective storytelling is deliberate. It involves structure, intention, emotion, and timing.Finally, emotion and logic are not separate. A story can simultaneously move hearts and also frame decision.Real-Life Applications of the Narrative ParadigmThe principles of the Narrative Paradigm are not confined to a theory; they are actively shaping real-world communication every day.In politics, leaders often craft narratives around their upbringing, personal struggles, or national identity to connect with voters on an emotional level. It’s not just the policies that matter it's the story behind the vision that draws people in.In marketing, successful brands use storytelling to turn products into experiences. A skincare company doesn’t just sell lotion it tells the story of confidence, transformation, and care, making the product feel like a solution to a shared human need.In education, teachers use storytelling to make abstract concepts come alive. A history teacher, for instance, may humanize major events by telling the story of one family or child who lived through them, making lessons more memorable.In advocacy, organizations share personal testimonies to draw attention to broader issues, like poverty, injustice, or climate change. These stories help donors, communities, and policymakers see the human face behind the statistics.How can You Apply Narrative Paradigm Theory?Though the Narrative Paradigm was born in academic theory, its real power lies in practice. You’ll find it at work in campaign trails, community meetings, boardrooms, classrooms, and even dinner table conversations. It reminds us that people connect with meaning.Applying the Narrative Paradigm means going beyond data to highlight human experience by sharing examples that feel personal and true. It means recognizing that how you tell the story and who tells it can be just as important as the story itself.What are the Benefits of Applying Narrative Paradigm Theory?Applying Narrative Paradigm Theory brings several benefits to communication by making messages more engaging, relatable, and memorable. Stories naturally capture attention and hold it longer than abstract arguments, allowing ideas to resonate on an emotional as well as an intellectual level. They build trust and credibility when they feel authentic. Narratives also make complex concepts easier to understand by framing them in familiar, human terms. In group or community settings, storytelling strengthens shared values and identity, creating a sense of unity and purpose. Most importantly, it inspires action, by helping people to see themselves within the story and feel part of its outcome. 
By Jade CommunicationsIt is a conference setting in the afternoon, and two speakers are scheduled to conclude the session. The first speaker walks onto the stage, fumbles with their notes, clears their throat nervously, stumbles through the first few sentences, and quickly rushes through their words.The audience, sensing the uncertainty, immediately disengages and endures the ten-minute speech. However, things seem to change with the last presenter, who takes the stage, smiles warmly, stands tall, and, within 30 seconds, has the audience leaning in, eager to hear more.The difference is in the first impression.In communication, regardless of the context, the opening moments carry disproportionate weight. Research suggests that people form impressions within 7 to 30 seconds, and once formed, those impressions are hard to change. This makes first impressions not just important, but decisive.Why first impressions matterFirst impressions set the framework for how everything else will be understood. The speaker who comes across as confident, prepared, and engaging from the beginning will likely influence the audience to stay attentive. However, a speaker who displays uncertainty will spend the rest of the interaction trying to overcome that initial impression. The way a speaker presents themselves in the opening moments creates a lens that influences how people perceive their message and credibility.Mastering body languageBeing intentional with body language is a powerful way to influence others’ perceptions, because the body communicates well before the mouth does. For instance, posture, eye contact and gestures reveal much about a person's confidence and credibility. While a slouched posture indicates insecurity, standing tall shows authority.Likewise, avoiding eye contact might indicate unease, whereas steady (but not staring) eye contact fosters trust. However, making small adjustments, such as planting the feet firmly, relaxing the shoulders, and using open hand gestures, helps create a strong presence.Owning your tone of voiceThink of tone as the emotional soundtrack to the message, because it adds emotional texture to words. Having a clear, steady, and energetic tone conveys confidence, but a flat or shaky voice signals doubt. To keep listeners engaged, it is advisable to vary the pitch, pace, and volume.Practical tips for a strong opening and nailing the first 30 secondsThe choice of words at the beginning is critical. An uninspired "Good morning, thanks for having me" will rarely leave a mark. Instead, opening lines should spark curiosity or connection. For instance, a relatable story can emotionally draw listeners in. A thought-provoking question can make them think and reflect. For example, beginning with "Did you know that most people decide whether they trust you in just seven seconds?" instantly grabs interest and sets the stage for your message.The first 30 seconds of any communication should never be left to chance. Planning them as carefully as the main points helps one begin with impact. Practising confident body language, standing tall, breathing deeply, and maintaining steady eye contact ensures your presence communicates assurance.Using storytelling strategically keeps your audience both emotionally and intellectually engaged. Matching your tone to the purpose of your message reinforces your credibility while keeping your opening concise and intentional, so you don't lose attention before you gain momentum.ConclusionFirst impressions matter not only in speeches but in everyday professional interactions. In a job interview, the way you greet the panel sets the tone for the entire session. Even in emails, the subject line and opening sentence decide whether your message is read or ignored. Thinking of every communication moment as a stage changes the way you approach it.The truth about communication is that people might forget the finer details of what you say, but they rarely forget how you made them feel, especially at the beginning. Those first few moments are your opportunity to establish credibility. Perfect your first impression, and you set the entire conversation up for success. 
The ability to be confident, comfortable, composed, and competent in various professional settings is a significant strength that gives an edge to the woman pursuing a professional career. This is especially so for women in leadership roles.  However, the environments they operate in are often challenging to navigate, especially in the absence of structured support systems to amplify these skills and improve their professional effectiveness.“Just how do I handle high-stakes engagements? Am I communicating effectively to influence outcomes? And what kind of leader am I, and how do I enhance my impact? Am I the only one experiencing this? ” These are among the common questions that women professionals grapple with regularly without definite conclusions and finding themselves in a continuous cycle of hanging critical questions!Personal agency in professional environment seriesTo help them find answers and support them in their professional journey, Jade Communication’s Centre For Applied Human Communication has partnered with the US-based Personal Agency In Professional Environments Series (PAPE), a Workshop and Cohort for Women Professionals in East Africa.Jade’s CEO, Paul Achar, lauds the partnership with PAPE Series that perfectly aligns with its Applied Human Communication model, which focuses on applying existing communication theory and research to practical situations that clients face in applied contexts.He says the programme aims to provide a safe space for professional women to enhance their personal growth and create communities that would achieve more significant impact, especially in empowering women.“ The reality is that PAPE provides an opportunity for professional women leaders from diverse fields, whose paths might have never crossed, to come together and form an empowered support community that will impact other women and create a ripple effect in society.” BE’s Associates Juliet Erickson, an executive coach, communication specialist and author and Maeve Richards, a diversity, equity and Inclusion expert and coach, are the programme facilitators.Juliet says: “When we researched and designed the programme some few years ago, our goal was and remains to create a space where women can flourish and transform and benefit from a stronger sense of self, clarity of purpose and confidence.”Programme StructureThe PAPE Series is designed to equip and enable women with varying capabilities. It focuses on individual strengths and needs to build professional effectiveness through skills development, practice and support from a generative community.It bridges the potential gap between an intellectual understanding of personal agency goals and their accomplishment. It is structured as a three-month series comprising ten weekly virtual sessions via Zoom, where two executive coaches meet with a cohort of six to ten participants.The PAPE Series employs a mix of skill-building lectures and facilitated discussions with recommended homework. In addition, participants can access curated resources, videos, white papers and studies, and one-on-one coaching calls if desired.The skill-building, cohort content and resources are tailored to the unique circumstances and common experiences that women in professional setups often share. Each session combines relevant discussion and skill development associated with real-world circumstances and upcoming situations.Skills building Some of the skills-building content includes a listener-centered approach to planning for high-stakes engagement, communication, presentations, negotiations, and conversations. Also, PAPE provides ways to “read” and respond to others and effectively understand your and their emotional and communication styles.Individuals are also taught techniques to enhance leadership effectiveness and “presence” when leading an effort, running a meeting, or giving and receiving feedback. Also tackled is dealing with confrontation to achieve better outcomes that create less friction and overcome resistance.Inner resilience development During the sessions, participants discuss their strengths, awareness of, sensitivity to, and what they experience in the professional environments where they want to excel. Participants explore their internal capacities and ability to remain calm and confident and engage in credible, competent, and composed ways. The primary goals are to recognize what is in their ultimate best interest and develop inner resilience. The focus on building up inner resourcefulness and resilience is to produce more constructive, positive, and purposeful responses.Participants form dyads. The dyad conversations and the sessions enable the participants to build a community of mutual encouragement, insight, and lasting support. Participants share strategies to leverage mentors, sponsors, allies, and cheerleaders. There is exposure to practices, such as affirmations, self-compassion, ways to calm, and grounding techniques.The programme culminates with an opportunity to step into the Spotlight to work on a live issue and receive ideas, feedback, and support from the Cohort. The learning arc is progressive and designed to educate, equip, enable and empower the participants accountable for their learning. They are encouraged to practice the skills, report to the Cohort, and leverage the Cohort to lock in the learning. In the end, participants experience personal and professional transformation evidenced in a more robust, purposeful and empowered sense of self. The increased effectiveness in influence in both personal and professional positioning leads to greater levels of credibility, trust, acceptance and respect. But perhaps the main highlight is the reality of warm and sustainable community support.Kenya CohortThe experience is evident from the first Cohort that went through the PAPE Series from October 2023 to December 2023. It brought together ten professional women leaders from diverse fields. Participant Ambassador Dr Josephine Ojiambo says of the programme: “ Women possess undeniably unique leadership styles as well as different yet complimentary professional and personal contributions to those of men. Acknowledging, affirming and adapting these women-centric contributions are central to the ten sessions PAPE training experience.”The registration is ongoing for the second Cohort, which will run from 26 February to 3 May 2024. 
2021 was the second year of the Covid-19 pandemic and some of the best communicators were medical practitioners whose excellent communication skills helped us navigate the turbulent year.This year brings into focus the importance of communication at an individual and corporate level and our analysis included some organizations who played critical roles during the pandemic and some which are going to be key in 2022 as the country enters its electoral season.As usual it is certain to generate robust debate and it is our hope that readers will use the communication takeaways and examples to grow their own communication skills.Best Communicators1.Dr. Loice Achieng Ombajo- calm, knowledgeable, connectingWhen a crisis strikes, true leaders emerge. At the height of the Covid-19 pandemic, one Dr. Ombajo, a physician and infectious disease specialist stood out. When so little was known about the new disease, she became a regular face on TV speaking to a panicked populace and providing insights on the transmission, management and prevention of covid-19.Her ability to simplify complex medical terms into easy to understand concepts while maintaining authenticity enhanced her connection with audiences. Her conversational cadence and calm mien provided assurance to a worried public being bombarded with scary news of a new disease.Even during animated prime time interviews at the height of the crisis, she remained unruffled, maintaining a faint smile that belied the weight she was carrying of advising the government and the entire health sector on pandemic response and management of Covid-19.Dr. Ombajo stands out as a professional who has mastered the art of deploying communication as a tool to advance critical messages in times of crisis. 2. Dr. Rose Mutiso- The communicating researcherDr. Rose Mutiso is not only an energy researcher, and co-founder of the Mawazo Institute but also a policy advocate on energy, innovation and environment.  Her ability to deploy logical appeals based on her research and incorporate strategic emotional appeals for her policy persuasion agenda is quite masterful.She has managed to escape from “the prison of technicality” that holds captive so many experts and to package and mainstream her technical knowledge into content for audiences lacking in her technical expertise. It is no wonder that Dr. Mutiso has some TED talks to her name; masterfully delivered as well.3. Justice Joel Ngugi-The Law doesn’t have to be complicatedThe “law is clear” is a cliché deployed by many legal practitioners right before they lurch into legal jargon understood by a very limited audience and judges are no exception. Prof Joel Ngugi is that rare judge who actually makes sure that the “law is clear by communicating his mastery of the law, articulately, calmly and with humble confidence.  The depth of his scholarship, understanding of the law and his delivery of rulings have been applauded by both winners and losers in his court. This year, his informative and persuasive media interview on Alternative Justice Systems was a masterclass on why the “law doesn’t have to be complicated.”4. Chief of Defence Forces (CDF). Gen Kibochi- authoritative communicationAt a time when the Kenya Defence Forces (KDF) has assumed a greater role and visibility in civilian and public life, running several critical institutions from Nairobi Metropolitan Service, Kenya Meat Comission among others, strategic communication has assumed a greater role in the military, a clear departure from the traditional secretive approach.Besides having a vibrant public affairs department and an active social media presence, KDF has gone ahead to launch the Strategic Communication Centre in recognition of the role information and communication plays in modern warfare and as a core element of national power.At the helm of this renewed communication, push is the CDF Gen. Robert Kibochi. While the CDF does not make many public speeches and appearances, the few times he has done so have stood out. He communicates with the confidence and authority that his office bestows.In Television interviews and public addresses, Gen. Kibochi comes out as clear minded, reflective, deliberate, and authoritative.  One can feel the force of his words as he speaks giving the impression of a man in charge. His unique communication abilities will prove useful in the increasing civil-military engagement. He should speak more.5. CAS Mercy Mwangangi- graceful under pressureIn the midst of the Covid-19 Pandemic the daily briefings by the Health Cabinet Secretary had become predictable and audiences were no longer actively engaging. The emergence of the Health CAS’s eloquent, measured presentations offered a refreshing messenger to a public that was pandemic weary.Dr. Mwangangi’s strength lay in her ability to effortlessly communicate science and policy in her twin role as a health professional and policy maker in the Ministry of Health.  Her calm presence combined with the candor and thoughtfulness with which she handled questions from journalists certainly helped to educate and allay public fear about the disease.6. Dr. Gitahi Githinji- simplifying the complexThroughout the Covid – 19 pandemic when facts, science and truth have mattered most, Dr. Githinji Gitahi has been a constant face and voice on Television and twitter providing deep insights to help Kenyans navigate through the pandemic.Nicknamed everyone’s ‘favourite doctor’, the articulate doctor has taken on the role of a public intellectual, expertly simplifying the science and making it interesting for the ordinary folk. His TV appearances which have endeared him to the public have been a welcome break from the usual political diatribe as he educates people on various public health issues like vaccines, healthy lifestyle among other topics. Dr. Gitahi effectively uses social media especially his twitter handle @Daktari1 to educate the public and advocate for public health issues like access to vaccines.7. Kwame Owino- economics for all not just for someKwame Owino is an economist who has managed to introduce economic theories and practice to a mainstream audience in a language they can comprehend. By effectively using communication techniques like storytelling, and imagery, his economic explanations come to life.Human beings can get intimidated when presented with huge numbers and the challenge for communicators lies in humanizing these numbers and presenting them in chunks which are easy to understand and process; a skill Kwame has mastered.His audience analysis skills are well honed, and his passionate speaking technique and good listening skills make him a favorite of public debate forums.8.Khalid Hussein – authentic advocacyKhalid Hussein possesses that quality of authenticity and when he communicates he does come across as genuinely concerned about the causes and the people he advocates for.A Human rights crusader who emerged on the scene years ago as a defender of the voiceless especially victims of profiling he has continued to grow in his ability to not only frame perspectives through the legal prism but to also present his causes as social and political concerns that affect the greater society not just the victims.His verbal ability to infuse human rights issues even when a discussion is not focused on the topic affirms his standing as a good communicator and defender of human rights.He has mastered the vocal aspect of communication and uses his voice to effectively project calmness even under pressure or while speaking on controversial issues. Whenever he has appeared on a scene of human rights abuse, his transparent, compassionate and authentic manner has ensured he connects with audiences listening or watching him.9. Waihiga Mwaura- integrity, competency exemplifiedThe four – time award winning journalist has a conversational, likeable manner and when he conducts interviews, he shows that ability to balance depth, fairness, firmness, and respect for his interviewees and audience.He made the headlines when he became the subject of the news himself during the trial in the Rio Olympic scandal. His testimony in court was crucial in the eventual convictions of top officials from the Ministry of Sports and the National Olympics Committee of Kenya (NOCK) and the resultant coverage presented him as a person of great integrity.One of the key attributes of communicators is credibility and for Waihiga his credibility was greatly enhanced by his ethical conduct. Integrity combined with competence communicates and connects with audiences; and it certainly helps when these qualities come from a newsman whose currency of trade is trust and believability.10. Susan Silantoi- graceful, sincere communicationSusan Silantoi’s ability to communicate public policy in a reflective relaxed conversational manner won over many viewers to her podcasts and ensured she was also invited on various media platforms to present her perspectives.A core aspect that connects audiences with communicators is the ability to project goodwill by showing that one has the audience’s best interests at heart and Ms. Silantoi managed to do this so well and came across as the “public’s teacher” on policy issues. Her systematic communication style proved to be an asset and she seems to have also mastered the optics and staging for good presentations.Worst Communicators and Moments1.Prof. George Magoha-lacking in connectionThe Professor of Surgery is known for his brash no-nonsense approach to issues that has seen him nicknamed the bulldozer. In cartoons, he is often depicted as an angry charging bull to symbolize his penchant for taking on issues and people head on, woe unto you if you stand in his way.This is reflected in his communication approach that is often combative. Most times when the Education Cabinet Secretary was speaking, he was either ‘telling off’ people, ‘putting people on notice’ ‘warning people’ or ‘issuing threats’ mostly directed to students, teachers, parents or unions.Unfortunately, this kind of communication is rarely effective, the old mantra is don’t issue threats unless you intend to see them through. People soon become desensitized and ignore the threats as empty rhetoric. Few people can remember anything notable the CS has said of late meaning his messages are not getting through. The CS would be better served by taking a more persuasive and consultative approach.2. Nick Mwendwa- not ready for the game?Since taking over the helm of the Kenyan Football Federation (KFF), Nick Mwendwa has been a disaster both on and off the field. He has overseen plummeting football standards in the country with Kenya consistently falling short and missing out on international competitions.It has been argued that the greatest injustice you can do to Nick Mwendwa is to thrust a microphone in his face. His high-pitched voice, combined with an arrogant and reckless delivery has seen him misspeak severally especially when riled up with an issue. He seemed to lack a strategy for his press interviews thereby making him gaffe prone, which eventually alienated him from crucial allies and led to the loss of confidence by key football stakeholders.For instance, when he attempted to defend the appalling losing record that saw Harambe Stars recently drop out of the Word Cup qualifications. Mwendwa decried lack of genuine quality and talent within the Harambee Stars squad, never mind that it was part of his job to create systems that identify, nurture and deploy that talent.3. Hon. John Njuguna Kawanjiku- unprepared, incoherent communicationThe newest member of the National Assembly was elected in very contested election and his branding as the common person’s representative seemed to resonate with the people of Kiambaa Constituency.His parliamentary speeches would therefore be highly anticipated and many expected him to use the elevated parliamentary platform to articulate his agenda and what his election stood for especially in the current political ideological debates.He went ahead to deliver a poorly crafted, barely coherent and ill delivered speech. At such a pivotal moment instead of rising to the occasion, and using the platform to elevate his credibility and pass across some core messages which would cement his ascendancy into national office, he stumbled. His poor delivery transformed him into a bumbling caricature thereby diminishing his credibility.4. Pastor James Ng’ang’a- vulgar Inappropriate contentPastor Nga’nga makes an appearance on the worst list again. Vulgar content in his sermons got him banned for six months from broadcasting by the Communications Authority.While we are guaranteed constitutional freedoms of expression, whenever we choose a mass broadcast medium to spread our messages, the Media Council spells out clear guidelines on what is appropriate mass broadcast content.And while as a society we must collectively refuse the “cancel culture” we should also ensure that the content broadcast on mass media does not infringe on other’s rights especially when they do not have a similar platform to defend themselves. Hopefully in six months’ time Pastor Nga’nga will have “cleaned” up his sermons.5. National Police Service- uninspiring communicationThe National Police Service (NPS) struggled to communicate its enforcement role effectively during the pandemic period with its subsequent lockdowns and curfews.Its initial communication efforts were based on threats of forced enforcements and characterized by the abuse of fundamental rights while completely failing to express a more compassionate security model to citizens whose lives had been devastated by the pandemic.It was not clear if the NPS’s communication efforts were guided by any strategy but their security operational tactics seemed Ad hoc, reactive and clearly devoid of proactive security communication. The result was a rise in public resentment towards the NPS.As the pandemic continues and the country moves towards the 2022 elections, the NPS, and its leadership has to ensure that they communicate effectively. Some core messages they must broadcast to the public should be a focus on competency in executing their electoral security mandate, non-partisanship, a high fidelity to the law, and responsiveness to any security threats.During the electioneering period, they must strive to build trust with citizens by communicating concrete administrative and operational aspects that respect and uphold the rights of citizens.   6. Judicial Service Commission-failure to communicate outside the “bubble”The JSC while a traditionally insular institution, handles matters of high importance to the public. For the public to have confidence in the judicial services, the institutions must be undergirded by the ideals of integrity, fairness, and ethical conduct by judicial officers.These ideals were tested and found wanting whenever members of the public raised questions on integrity and also complained about some judicial officers.While the JSC might have internally invoked its processes for dealing with such complaints, it failed to inspire confidence with the public by not communicating in a clear and timely manner on the procedures it had instituted to deal with these complaints.The JSC must deliberately become more transparent and communicate to the public whenever there are complaints about judicial officers. Only by demonstrating that the administrative and operational processes it has in place to deal with ethical complaints against judicial officers, work will public confidence in the entire justice chain be enhanced.7. Independent Electoral and Boundaries Commission- non-strategic disjointed communicationThe IEBC umpired a number of by-elections in 2021, which revealed that the commission has not learned any lessons from the past. The commission was involved in reactive communication as opposed to proactive communication and even as they reactively communicated it was not clear whether the tactics deployed were anchored in sound strategy.The IEBC needed to raise its credibility which is still viewed through the lens of history in which both the elections winners and losers have raised administrative and operational questions that need to be answered.It did not vividly explain the entire electoral process (especially on the contentious dimensions) and how it has learnt from history. It also failed to use the power of strategic communication to explain to the Kenyan voter the administrative and operational processes it has put in place to bolster confidence in its role as the electoral umpire.Its approach was mainly tactical with a focus on the day-to-day, keen to try and create a good image but failed to connect these efforts with the bigger picture which was ensuring its credibility will be beyond reproach even as the nation moves into the next general elections.8. Wafula Chebukati – uninspiring, lacking in confidenceCommunication is not just about the words spoken by individuals; it also involves our non-verbal cues. The IEBC chairperson has been in office for more than five years but does not seem to have grown his communication skills.During presentations it was unclear if he had a good communication strategy in place and in many instances, he was uninspiring, devoid of passion, spoke in a monotone and his non-verbal cues did not complement the message. He lacked the leadership communication skills of confidence, clarity of communicating vision and the skillful attainment of it, likeability and believability.As one of the most important persons to watch in 2022, Mr. Chebukati must know that from the start of the year, his public appearances will be scrutinized. He must put in place measures at the IEBC that demonstrate competence, fairness, non-partisanship, and utmost integrity and communicate the same to the Kenyan public with great skill to inspire confidence.9. Growing pool of public intellectuals- “A jack of all opinion; diminishes credibility”The continued expansion of media has introduced Kenyans to a new category of analysts and experts branded as “public intellectuals”.While these persons are key to enhancing our fundamental freedoms of expression, in some of their media appearances some have proffered opinions outside their realm of specialties and expertise while presenting them as absolute truths and not merely opinions to instigate crucial debates. Some of these opinions have at times been challenged by the real experts in those specialties.While some of the public intellectuals have welcomed debate on their assertions, others when challenged on their assertions even when they are clearly out of their depth have resorted to deploying “educationism” (which is discrimination towards those they perceive to be less educated) as a defense to being held accountable.In 2022 the media and conveners of public forums would do well to not only encourage the growth of public intellectuals and the debate of ideas, but also hold to account these experts by inviting and offering platforms for their peers to fact check and review their public assertions.10. Dunstan Omari-  aggressive communicationDunstan Omari is a legal practitioner who enjoys the limelight and has been known to leverage on the power of media to communicate his agenda in a bid to shift perceptions on matters he is litigating. He appeared on media repeatedly as he filed numerous petitions against the Director of Public Prosecutions with the Public Service Commission. His statements while filing the petitions against the DPP became increasingly pugnacious, his tone and demeanor were angry and this performance robbed him of any semblance of professional objectivity.The high drama expressed with his aggressive communication proved that the personalized verbal attacks and contemptuous non-verbal cues can serve to alienate the very people one seeks to influence.This article is by Paul Achar, Executive Communication Coach & Applied Human Communication Practitioner at Jade Communications Ltd and Dr. Sam Kamau, a communications scholar, and tenured Lecturer at Aga Khan University