Why doing PR for politicians is one of the most difficult jobs

When White House Press Secretary Karoline Leavitt stood at the podium and confidently defended tariffs as a win for the American people, it was believed she was echoing the administration’s line until President Trump contradicted her in a separate interview shortly after. He has gone on to change positions countless times since then. Some blamed her then. Others think she is inexperienced. But such is the life of a communications expert in a political set up.

We have witnessed the same countless times locally; blunders that have left many questioning the relevance and competence of public relations (PR) professionals in public office. In defence of my profession, it is safe to say that managing political communication is one of the most difficult jobs in the world today.

The success of any brand, especially a personal brand, hinges on its public face and how they connect with the public. I believe the current administration’s victory in the past election was in fronting a person the public could relate with and messaging their campaign around issues that their audience were passionate about. The same can be said of Trump. One wonders then why their ratings dipped so fast soon after assuming office. The answer lies in the fundamental misunderstanding of what PR is and what it is not.

PR is not about selling lies. While propaganda can sway public perception enough to win an election, it cannot sustain the actual running of a government. When systems fail and promises made become impossible to implement, propaganda cannot save you. PR demands that you communicate in truth even as you outline strategies that build hope and trust. Unfortunately, truth is a hard currency in politics.

PR is not a quick cosmetic fix that can make glaring mistakes disappear. When the face of a brand is tone deaf and consistently goes about making missteps in their speech and response to emerging issues, the communications person can only do so much. It is one thing to slip up and say something politically incorrect in the heat of the moment. It is a different scenario altogether to double down on the blunder in an attempt to bully the public to submission. That never works.

PR is not about clapbacks. We have watched in horror as politicians engage in senseless squabbles on social media seeking to have the last word. The same is evident in their engagement in Parliament and panel discussions where they fall over themselves trying to outdo each other with unpalatable talks for ‘gangster political points’. The big question is are the showdowns worth compromising their image for or is this a case of them having nothing to lose, literally? A skilled communicator will help manage your tone and messaging on whatever platform without the chaos that compromise a brand’s integrity.

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It is impossible to manage the image of a politician who believes communication starts and ends with taking photos and posting them on social media. Or doing lives in rallies where all they do is undo every effort made to build their image with unsavoury talks.

This can change if politicians can: Appreciate the place of strategic communication in building and maintaining their image. Keep that blogger with 100k followers but they cannot be the people you entrust with your messaging.

Understand that building and maintaining a brand is an everyday job. One mistake is enough to undo years of hard work and investment.

Shed off unqualified advisers. Most of the consistent glaring missteps suggest that the people giving advice or instructions do not understand the importance of protecting a brand.

Kenya boasts of some of the most brilliant communication professionals, some are currently serving the government of the day. However, even the best name or firm in the profession cannot save an institution or individual hell bent on self-destructing. PR professionals are not magicians. Their success largely depends on the integrity, discipline and even intelligence of the face of the organisation or brand they painstakingly manage. That power lies with the public figure and how they make their audience feel about them.

Ms Wekesa is development communication consultant.