An in-depth public understanding of the Big Four Agenda is critical if the plan is to be successfully implemented.
This is according to Broadcasting and Telecommunications Principal Secretary Fatuma Hirsi who spoke during the launch of Public Relations Society of Kenya strategic plan.
Since the inception of the Big Four Agenda which incorporates food security, universal healthcare, affordable housing and manufacturing, the government’s efforts has been concentrated on seeking partnerships with the private sector and development partners to raise the much-needed funding for the five-year plan.
However, the focus is now turning on the public who are an integral part of the agenda through efficient communication according to PS Hirsi.
The PRSK is nonetheless decrying invasion of unqualified players in the practice who have been blamed for a breakdown in communication especially on crucial matters of public interest.
In the 2018-2022 strategic plan, PRSK plans to raise the standards of the practice and lobby for a standalone course in public relations in institutions of higher learning.