Effect of Strategic Communication on the Performance of County Government Organizations in Kenya
Keywords:
Strategic communication, Organizational performance, County government, KenyaAbstract
Strategic communication has emerged as a critical driver of organizational performance in contemporary public sector management. In an environment characterized by increasing citizen expectations, decentralization, and accountability demands, public institutions are required not only to formulate sound policies but also to communicate them effectively to diverse stakeholders. This study assessed the effect of strategic communication on the performance of county government organizations in Kenya. The target population consisted of 1,190 County Executive Committee Members (CECs) and County Chief Officers (CCOs) across 34 counties, from which a sample of 299 respondents was selected using stratified random sampling. Data were collected through structured questionnaires. Regression analysis revealed that strategic communication had a significant positive effect on organizational performance (R = .427, R² = .183, Adjusted R² = .178, F (1,190) = 42.444, p < .001), explaining 18.3% of the variation in performance. The findings showed that while leadership-driven and transparent communication channels are well established, notable gaps persist in inclusivity, bottom-up dialogue, and the consistency of feedback mechanisms. These shortcomings limit employee involvement in decision-making and reduce organizational cohesion. The study concludes that strategic communication is a key driver of county government performance but requires greater inclusivity and standardized practices across departments. It further recommends strengthening feedback loops, enhancing participatory communication, and leveraging digital platforms to improve transparency, trust, and service delivery.
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