NAIROBI, Kenya- The Media Council of Kenya (MCK) has called on brand ambassadors serving in public institutions to uphold professionalism, effective communication and a strong understanding of their organisations’ mandates, describing them as critical links between government agencies and the public.
Speaking during a brand ambassadors’ training programme for the Kenya Development Corporation (KDC) and the County Government of Kitui in Naivasha, Nakuru County, MCK Director for Media Training and Development Victor Bwire said brand ambassadors play a vital role in shaping public perception and strengthening trust in public institutions.
Bwire said ambassadors must have a thorough understanding of their institution’s mandate, values, products and services to communicate confidently and accurately with members of the public.
He also urged institutions to invest in training front-office personnel, noting that reception staff are often the first point of contact for citizens seeking services.
“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 during the opening session.
He described the appointment of brand ambassadors as a position of trust that 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 emphasised that effective communication is central to successful public engagement, encouraging ambassadors to avoid negative language, uphold professionalism and regularly conduct customer satisfaction surveys to understand public expectations and improve service delivery.
KDC Senior Communication Officer Joy Mumbi outlined the corporation’s mandate, describing it as a Development Finance Institution established to mobilise resources and support Kenya’s socio-economic transformation through strategic investments and partnerships.
She said KDC remains committed to leveraging partnerships and sector-specific strategies that stimulate economic growth while creating meaningful social impact.
MCK Manager for Government Relations and Stakeholder Engagement Paul Oyier urged participants to appreciate that a brand extends beyond logos and slogans to include every interaction between an institution and the public.
“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,” Oyier said.
Addressing participants on brand architecture, Oyier likened a corporate logo to the visible tip of an iceberg, saying the true strength of a brand lies beneath the surface.
“It is important to consider purpose, positioning, core values, personality and visual identity to fully anchor your brand and live it out practically,” he said.
MCK Assistant Director for Training and Curriculum Development Christine Nguku challenged participants to recognise the role each employee plays in achieving institutional objectives through effective communication and a positive attitude.
“It is imperative for each of you to think about your contribution and the impact it has on the business,” Nguku said.
She noted that brand ambassadors serve as key message carriers whose conduct directly influences public confidence in government institutions and their services.
The week-long training, running from August 3 to 7, aims to equip brand ambassadors from KDC and the Kitui County Government with practical skills to strengthen stakeholder engagement, build public trust and enhance the visibility and reputation of their respective institutions.
