REPUBLIC OF KENYA

OFFICE OF THE DIRECTOR OF PUBLIC PROSECUTIONS

COMMUNICATIONS AND MEDIA RELATIONS STRATEGY

Table of Contents
Table of Contents....................................................................................................................... 2 1.0.BACKGROUND..................................................................................................................... 6 1.1.0 Aligning the National policy and legal framework with the needs of a market- based economy, human rights and gender equity commitments.........................................................8 1.1. !nculcating a culture of compliance with laws and decent human beha"iour...................# 1.1.$ %ransparency and Accountability.....................................................................................# 1.1.& 'ublic Administration and (er"ice )eli"ery...................................................................10 1.1.* (ecurity, 'eace +uilding and ,onflict -anagement......................................................10 1.. /)''0s (trategic role in the ,riminal 1ustice...................................................................11 1. /)'' -andate................................................................................................................ 11 1.$ ,ore 2unctions................................................................................................................. 11 1.5 ODPPs Vision !ission an" Co#e Val$es........................................................................12 1.&.0 3ision (tatement........................................................................................................... 1. 1.&.1 -ission (tatement......................................................................................................... 1 1.&.. ,ore 3alues................................................................................................................... 1 1.&. 4espect and promotion of 5uman 4ights and the rule of 6aw.......................................1 1.&.$ !ntegrity and 7thics........................................................................................................1 1.&.& 'rofessionalism............................................................................................................. 1 1.&.* 2airness and impartiality................................................................................................1 1.&.8 ,ourtesy 9 4espect.......................................................................................................1$ 1.&.8 %eamwork...................................................................................................................... 1$ 2.0 CO!!UN%CAT%ON &TRAT'G(.........................................................................................15 2.1 Co))$ni*ation *onte+t....................................................................................................15

2.1 Rationale of t,e ODPP Co))$ni*ations an" !e"ia &t#ate-.........................................16 2.2T/' CO!!UN%CAT%ON C/A00'NG'................................................................................11 2.2 &TRAT'G%C %&&U'&.......................................................................................................... 20 .. .1 (trategic !ssue: Negati"e 'ublic 'erception...................................................................0 .. .1.1. (trategic ob;ecti"e: (trengthen the public affairs and corporate communication /ffice.................................................................................................................................. .0 .. .1... (trategic /b;ecti"es: %o re"amp the image of the /)''........................................0 2.3 &%TUAT%ONA0 ANA0(&%&..................................................................................................22 2.5 OB4'CT%V'& O5 T/' CO!!UN%CAT%ON& AND !'D%A &TRAT'G(............................23 2.6 !'T/ODO0OG(................................................................................................................ 25 ..*.1.1 <o"ernment !nstitutions and other agencies in the administration of ;ustice in =enya................................................................................................................................. .& ..*.1. -edia, ,i"il society and other related audiences....................................................8 2.1 G$i"in- 6#in*i6les an" 7al$es..........................................................................................21 C/APT'R T/R''.................................................................................................................... 20 2.0 ODPPs A$"ien*e Anal.sis..............................................................................................20 2.1 P#i)a#. an" &e*on"a#. A$"ien*e...................................................................................20 %able- /)'' audiences......................................................................................................... 0 C/APT'R 5OUR...................................................................................................................... 26 !'&&AG' D%&&'!%NAT%ON....................................................................................................26 3.0 !essa-e an" Content.......................................................................................................26 3.1 Co))$ni*ation C,annels8!e"ia8A#enas ........................................................................21 $.1.1. 2or the -edia and <eneral 'ublic................................................................................ 8 $.1.. 2or 'rofessional groups and other arms of go"ernment................................................ 8 $.1. %he <eneral 'ublic and )e"elopment 'artners............................................................ #

$.1.$ (taff, )e"elopment 'artners and 'arliament................................................................ # $.1.& %he <eneral 'ublic........................................................................................................$0

5.0 '+e*$tion of t,e &t#ate-..................................................................................................32 5.1 %nfo#)ation an" Co))$ni*ation 9it,in t,e ODPP.........................................................32 5.2 Res6onsibilities of Co))$ni*ation Co))ittee.............................................................32 5.2 Ke. P#in*i6les of ODPPs %nte#nal Co))$ni*ation.........................................................33 5.3 ODPPs O7e#all &6o:es6e#son..........................................................................................33 5.5 Ke. 6#in*i6les of ODPPs '+te#nal Co))$ni*ation.......................................................33 5.6 ODPP en-a-e)ent 9it, t,e !e"ia..................................................................................35 5.1 ODPPs Ke. !essa-es......................................................................................................36 5.; 0an-$a-e &tan"a#" fo# ODPP..........................................................................................36 5.< C#isis an" ')e#-en*ies Co))$ni*ation.........................................................................36 &.#.1 (et up 7mergency team................................................................................................$8 5.10 B#an"in-.......................................................................................................................... 31 !'D%A R'0AT%ON&.................................................................................................................. 3< 6.0 !e"ia Relations &t#ate-..................................................................................................3< 6.1 T,e b$siness *ase............................................................................................................ 3< 6.2 /o9 to b$il" 6ositi7e !e"ia Relations............................................................................50 6.2 !e"ia Relations A$"it.......................................................................................................51 6.3 %n o#"e# to :no9 o$# )e"ia t,e P$bli* Co))$ni*ations Offi*e 9ill=...........................52 6.5 !e"ia !onito#in- an" '7al$ation.....................................................................................56 ANN'> ON'............................................................................................................................. 5; P$bli* Affai#s an" Co#6o#ate Co))$ni*ations Di7ision......................................................5; Anne+ t9o................................................................................................................................. 5< CO!!UN%CAT%ON &TRAT'G( !ATR%>.................................................................................60 ANN'> T/R''......................................................................................................................... 62 P'R5OR!ANC' !'A&UR'&8 %ND%CATOR&..........................................................................62 ANN'> 5OUR........................................................................................................................... 65

CO&T%NG 5OR DPP& O55%C' R'&'ARC/ON PROGR'&& O5 0%T%GANT& CA&'&.........65 ANN'> 5%V' ............................................................................................................................ 66 '?U%P!'NT8O55%C' %N5RA&TRUCTUR'..............................................................................66 ANN'> &%>............................................................................................................................... 10 P'R5OR!ANC' !'A&UR'&8 %ND%CATOR&.........................................................................10 Anne+ &e7en............................................................................................................................ 11 BA&%C %N5OR!AT%ON ON T/' O55%C' O5 T/' D%R'CTOR O5 PUB0%C PRO&'CUT%ON& ................................................................................................................................................... 11 Anne+ 'i-,t.............................................................................................................................. 12 ODPP CO!!UN%CAT%ON AND !'D%A &TRAT'G( !ATR%>.................................................12

CHAPTER ONE 1.0. BACKGROUND

In pursuit of its commitment to streamline administration of criminal justice, the Government of Kenya, among other measures, established the Office of Director of Public Prosecutions as an independent institution effective 1 st July !11 under "rticle 1#$ of the %onstitution& 'his (as aimed at professionali)ing prosecutorial services and

(ithin the process creates confidence among the citi)ens in the country*s administration of justice& 'he establishment of the ODPP is in line (ith Kenya*s +ision !,! (hich the

Government formulated - !!./ as a long0term development blueprint for the country& 'he motivation for the +ision is to have a development strategy that ans(ers to the aspirations for a prosperous society by transforming Kenya into a ne(ly0 industriali)ing, middle income country providing a high 1uality life to all its citi)ens in a clean and secure environment by the year !,!& Kenya +ision !,! is based on three pillars2 namely, the 3conomic, 4ocial and the

Political& 'he 3conomic Pillar envisages a sustainable economic gro(th rate of 1!5 per annum during the +ision implementation& 'his (ill re1uire a conducive environment that (ill facilitate implementation of prudent fiscal, monetary and e6change rate policies& 4uch environment is e6pected to raise levels of investment and savings& 'he ODPP in carrying out effective and efficient prosecutions (ill result in reduction levels of impunity and enhance strict observance of rule of la( contributing to a safe, secure andfavourable environment for investment and economic gro(th& 4ocial Pillar see7s to build a just and cohesive society (ith social e1uity in a clean and secure environment& 'he ODPP in collaboration (ith other actors (ill play a 7ey role in administering criminal justice by conducting timely, professional and independent prosecution services as mandated by the %onstitution&

'he Political Pillar aims at realising a democratic political system founded on issue based politics that respects the rule of la( and protects the rights and freedom of every Kenyan& In this respect the ODPP (ill play a leading role in the subse1uent areas2

1.1.0 Aligning the N ti!n l "!li#$ n% leg l &' (e)!'* )ith the nee%+ !& - +e% e#!n!($. h/( n 'ight+ n% gen%e' e0/it$ #!((it(ent+. 'he emphasis (ill be on the follo(ing80 'he %onstitution, Penal %ode and %riminal Procedure %ode, Proceeds of %rime and "nti0 9oney laundering "ct, 3vidence "ct, :ational Prosecution Policy and %ode of %onduct, %rime +ictims %ompensation 4cheme, Private Prosecution, 9utual legal "ssistance "ct and ;itness Protection "ct, International %rimes "ct Prevention of organi)ed crimes "ct 9erchant shipping "ct&

( '*et,

1.1.1 In#'e +ing +e'1i#e 1 il -ilit$ n% ##e++ t! 2/+ti#e3 'he ODPP (ill underta7e to increase availability and access to justice through the follo(ing strategies2 establishment of county offices, 3stablishment of a comprehensive complaints handling mechanism, <tili)ation and promotion of the plea bargaining mechanism, recruitment of additional prosecution counsel, initiation of public a(areness and outreach programmes, enhancement of I%' programme to cover both the head1uarters and county offices, and education of the DPP agents on provision of 1uality service delivery& 1.1.4

Streamlining

the

functional

Organization

(including

Professionalization) of legal and judicial institutions to enhance inter agency cooperation3

8

%urrently, there are about ,!! police prosecutors& 'he DPP has delegated prosecutorial po(ers to the police due to shortage of prosecuting %ounsel& 'o enhance efficiency and effectiveness in Public Prosecutions, the ODPP (ill absorb the police prosecutors as more prosecutors are recruited& "rrangements (ill also be made to train and retrain the police prosecutors& 'he ODPP recogni)es that inter agency collaboration in the justice system is (ea7 and there is need to be enhanced and therefore during the plan period the ODPP (ill organi)e=participate in both national and international forums to foster cooperation in the justice system&

1.1.5 In#/l# ting

#/lt/'e !& #!("li n#e )ith l )+ n% %e#ent h/( n -eh 1i!/'

In the recent past the culture of impunity has been (itnessed in the various sectors of society an indication of the loss of confidence in justice system& 'he burgeoning of organi)ed crimes in the recent past has posed a major threat to the rule of la(& 'he ODPP (ill continue to enhance its capacity to prosecute cases and educate the public on the need to obey the la(s to enhance economic gro(th and development& It (ill ensure that its staff (ill comply (ith the provisions of the Public Prosecution code of conduct and Public Officer 3thics "ct to promote integrity, professionalism, transparency and accountability at the (or7 place& 1.1.6 T' n+" 'en#$ n% A##!/nt -ilit$ 'he ODPP (ill endeavour to entrench a value based management of the prosecution service to help establish a legal and institutional frame(or7 that is founded on core values that promote anti > corruption measures, ethics, openness, e6cellence and integrity, and to uphold the right to information by providing easy access to information and data to sta7eholders and the public& During the Plan period the ODPP (ill establish

and revie( a frame(or7 to promote compliance (ith the relevant %odes of %onduct and 3thics

1.1.7 P/-li# A%(ini+t' ti!n n% Se'1i#e Deli1e'$ 'he ODPP in its reform efforts (ill institutionali)e performance management initiatives in service delivery to include2 development and implementation of (or7 plans, adoption of Information and %ommunication 'echnologies and embracing customer0centred service delivery& 'he ODPP (ill revie( the 4ervice %harter and translate it into Kis(ahili& " fully fledged complaints section (ill be set up to receive and address feedbac7 from citi)ens=customers&

1.1.8 Se#/'it$. Pe #e B/il%ing n% C!n&li#t M n ge(ent 'he ODPP (ill participate in deepening policy, legal and institutional reforms for improved enforcement of la( and order& 'his (ill entail improving the capacity to prosecute, defend and offer legal advice to create the necessary confidence in the rule of la(& 'he pillars come together under the overarching vision of a globally competitive and prosperous nation (ith high 1uality of life& "nd in meeting the 9illennium Development Goals-9DGs/, Goal number . (hich see7s a global partnership for development and specifically target -a/ (hich see7s to develop and further an open, rule0based, (hich includes a predictable, non0discriminatory trading and financial system and internationally&

commitment to good governance, development and poverty reduction2 both nationally

10

1.4

ODPP9+ St' tegi# '!le in the C'i(in l :/+ti#e

"s part of initiative to reform the ODPP in line (ith the %onstitution of Kenya !1! and in a bid to professionali)e the functions of the ODPP four -?/ 7ey thematic areas=sections have been identified& 'hese are8 1.5 Offences against the person 3conomic,& International and emerging crimes %ounty "ffairs and @egulatory prosecutions %entral Aacilitation 4ervices ODPP M n% te

'he mandate of the ODPP as derived from "rticle 1#$ of the %onstitution is to institute and to underta7e prosecution of criminal matters and all other aspects incidental thereto 1.6 C!'e F/n#ti!n+

'he core functions of the office of the Director of Public Prosecutions -ODPP/ include prosecution of those charged by the police and other investigative agencies (ith criminal offences (hile upholding, protecting and promoting human and constitutional rights& 4pecifically the functions are80 <nderta7ing public prosecution of cases for(arded by investigative agencies including cases ta7en over from private Prosecutors& @epresenting the state in all criminal trials, criminal applications and appeals& Directing and supervising the conduct of criminal investigations& "dvising the police and other criminal investigative and prosecutorial agencies on the institution of criminal charges& 11

@evie(ing

prosecutions to

ensure

that accused

persons are

prosecuted on the right charges before the appropriate court& Bandling of matters relating to international relations including e6tradition and 9utual Cegal "ssistance -9C"/& "dvising Government 9inistries, Departments and 4tate %orporations on matters pertaining to the application and development of criminal la(& Aormulation, revie( and dissemination of Prosecution Policy& 9onitoring, prosecutors& "ddressing parliamentary 1uestions relating to administration of prosecution service& "ddressing complaints raised by members of the public, (atchdog bodies and other institutions& Providing support for victims and (itnesses of offences& <nderta7ing other administrative duties relating to efficient and effective administration of criminal la( in the country& 'erminating any criminal proceedings at any stage before judgment (ith the leave of the court 1.7 ODPP9+ ;i+i!n. Mi++i!n n% C!'e ; l/e+ 'he ODPP recogni)es that it must anchor its operations on certain principles and values& 'he implementation and achievement of the ODPP objectives, proposed strategies and activities (ill the guided by +ision, 9ission and %ore +alues 1.7.0 ;i+i!n St te(ent training, appointment, and ga)ettement of public

An independent prosecutorial authority providing efficient, effective, fair and just prosecution service for the people of Kenya .
12

1.7.1 Mi++i!n St te(ent To serve the pu lic y providing !uality, impartial and timely prosecution

services anchored on the values and d principles enshrined in the "onstitution . 1.7.4 C!'e ; l/e+ 'he ODPP and its staff are committed to providing a high 1uality prosecution service& In our dealings the Office of the Director of Public Prosecutions commits to be guided by the follo(ing values8

1.7.5 Re+"e#t n% "'!(!ti!n !& H/( n Right+ n% the '/le !& L ) In discharging it functions the ODPP shall at all times observe, respect and promote human rights and the rule of Ca( in line (ith the %onstitution and International Buman @ights conventions and instruments& 1.7.6 Integ'it$ n% Ethi#+ 'he ODPP shall uphold high levels of honesty, confidentiality, integrity, transparency and accountability in its dealings& 1.7.7 P'!&e++i!n li+( 36cellence, efficiency and effectiveness shall be the guiding pillars in the delivery of prosecution services& ;e shall strive to ensure timeliness, continual improvement, individual initiative and innovation, and provide an ethical and supportive (or7place& 1.7.8 F i'ne++ n% i(" 'ti lit$ 'he office of the Director of Public Prosecutions in the e6ercise of its functions is not subject to any control or direction of any person or authority& 'he DPP carries out his 13

duties in an independent, impartial and competent manner engendering public confidence in the implementation of the rule of la(& 1.7.< C!/'te+$ = Re+"e#t 'he staff of the ODPP strives to be sensitive, courteous and respectful in all their dealings& ;e are committed to treating (itnesses and victims (ith utmost consideration and have regard to any vie( e6pressed by victims of crime (hen ma7ing decisions in specific cases (hether or not to prosecute& 1.7.> Te ()!'* 'he ODPP shall promote unity and respect for diversity amongst its staff and sta7eholders to achieve its mandate&

14

CHAPTER T?O

4.0 COMMUNICATION STRATEGY 4.1 C!((/ni# ti!n #!nte@t ;e ac7no(ledge that by communicating the ODPP*s mandate, the 4trategic Plan !110 !1# and the :ational Prosecution Policy among other documents to both the general public and other targeted audiences, (e are laying ground for acceptance and support of our programs& 'he communications strategy is designed to enable a systematic approach to the management of information, attitudes, emotions and ideas& It (ill also address our immediate, mid and long0term communication needs and engagement (ith the various sta7eholders& It includes the implementation of Information, 3ducation and %ommunication -I3%/ 4trategy as (ell as a media relations strategy& It is important to note, at this point, that data and information necessary for audience segmentation for purposes of communication in the first phase of this strategy is not sufficient to allo( for a (ell0targeted communication campaign& "lso, the diverse and heterogeneous nature of our sta7eholders, and the sheer number of the target population 0 namely the citi)ens of Kenya, re1uires clear delineation for understanding of their communication needs& 'hese issues (ill be addressed in the subse1uent strategy& 15

4.1 R ti!n le !& the ODPP C!((/ni# ti!n+ n% Me%i St' teg$ 'he findings of the <nited :ations Office on Drugs and %rime- UNODCA Ti- + n Re"!'t. 4011 and the EMBU 'e"!'t. N!1e(-e' 4011 arising from a country(ide visits to assess the situation obtaining in the field offices (hich probed citi)ens and 7ey sta7eholders 7no(ledge, opinions, attitudes and behaviour to(ards the ODPP point to the need to improve the image of the ODPP, restore public confidence in the institution, establish a communication department and develop a communication policy to guide ho( the ODPP communication is disseminated and ho( dialogue (ith sta7eholders and the citi)ens can be strengthened& 'his %ommunications 4trategy e6plains ho( government decision0ma7ers, media and citi)ens (ill be engaged so that they understand and support the pivotal role the ODPP plays in the Kenyan economy and society as stipulated in Kenya +ision !,!& 'his is in vie( of the fact that, globally, communication plays a critical role in all processes that relate to governance& 'his (ill enable us to influence decisions integrate communications from top to bottom internally, e6ternally and across all activities& 'his strategy (ill propose ho( to heighten a(areness of the ODPP*s role among members of the public and sta7eholders, in encouraging compliance (ith the la(, help deter la( brea7ing tendencies, lobby parliament and %entral Government as (ell as development partners to scale up the ODPP*s resource re1uirements, and create a positive corporate image that is critical in the recruitment and retention of competent employees& 'he ODPP*s9andate -which helps members of staff set priorities and goals, so that there is a commitment to achieving this mission) , and +ision -which spells out a target for strategy and the future goal / and the 4trategic Plan are not clearly understood and disseminated by staff&

16

31ually, this strategy see7s to empo(er media, %ivil 4ociety organisations -%4O/, religious organi)ations and the citi)ens to meaningfully participate in the implementation of the ODPP*s mandate and interpret our role (ell& ;e (ill endeavour to address communication needs at all levels of the ODPP institutional structure& Bo(ever, since the assignment of roles to various sta7eholders is guided by the principle of comparative advantage, the communication needs (ill vary in accordance (ith the various roles (e play& 'he strategy also aims at strengthening the relationship among other government agencies (hose roles are lin7ed to ODPP and sensitise sta7eholders on the ODPP 9andate, strategic interventions, proposed action plans and re1uired budget, the institutional frame(or7, financing mechanisms, performance measures, monitoring and evaluation and most importantly, our achievements 'his communications strategy (ill also ensure that the media, both locally and abroad is a(are of important developments in the ODPP and any other information may be deemed fit for dissemination& Ainally, the communications strategy aims at enabling our staff to understand our mandate and the role of each department anddivision& 'he goal is to reach a level of self0regulation rooted in a culture of dialogue and team(or7, (ithin the institution, that (ill reduce conflicts among staff and increase productivity& 4.4 THE COMMUNICATION CHALLENGE

'he communication challenges that face the ODPP are historical& 4ince independence, the placement of the prosecution function as a department in the "G*s chambers - its importance not (ithstanding/ and the scenario (here prosecutors (ere dra(n from the police -(ho are not trained in matters of prosecution/ gave the DPP*s office then, a very diminished role=vie( in the entire judicial process& 'o date, this has resulted in other challenges such as poor 1uality of prosecution services in Kenya& "lso8

17

"s the @eport on the re#organization and staffing of the $irectorate of Pu lic Prosecutions points out, there is a (ea7 institutional interlin7age, collaboration, cooperation and limited flo( of communication (ithin 7ey institutions (hose mandates are lin7ed to in the administration of justice&'here should be a (ell0defined (ay of ho( (e share and disseminate information together (ith the police, judiciary, "ttorney General, %I% and put an end of the blame game bet(een these institutions as (itnessed by the media stories filtering from the la( courts& "lso, there is limited understanding of prosecution services by other government sta7eholders and agencies2

'he ODPP 4trategic Plan also points out to a poor image and perception, lac7 of public trust and confidence, lac7 of a comprehensive and net(or7ed complaints handling mechanism as (ell as poor (or7 ethics and a (ea7 organi)ational culture2

Cac7 of historical data and poor documentation of data -e&g& through photography and film clips/ for viable prosecution of cases& In developed countries prosecution offices today, there are Prosecution forensic photographers (ho, li7e medical e6aminers, biologists and chemists, develop and document evidence to help la( enforcers solve crimes2

'here is limited understanding by officers of 7ey documents that include, but not limited to, the %onstitution of Kenya of %onduct among other documents2 !1!,the ODPP 4ervice %harter, Kenya +ision !,!,the :ational Prosecution Policy and the Prosecutors %ode

Cac7 of a corporate culture and identity to allo( for clear internal communication channels and ability for all officers to become communication champions& 'here is need to build a strong communication net(or7 that ma7es every supervisor at every level accountable for communicating effectively (ith officers (or7ing under them& "gain, there is need to entrench team(or7 and commitment among employees 18

4pecifically, the follo(ing communication challenges ought to be addressed8 a/ b/ 'he perceived lac7 of understanding, specifically by media of the lin7 bet(een the ODPP*s mandate to +ision !,! and achievements as (ell2 " negative perception about the institution because of its history o(ing to the perceived une1ual footing (ith the defence counsel and public apathy& 9edia has entrenched this in the minds of the citi)ens (ho have formed and validated unfavourable opinion about the ODPP and its office holders& 'his has given ODPP a poor image and thus the need to shape it up2 c/ 'he need for infrastructure and s7illed human resources to enable a streamlined and efficient dissemination of segments of critical audiences2 d/ 'here is lac7 of a corporate identity, corporate culture and protocol manual to guide staff on ho( to become communicators and disseminators of the Institution*s 9ission and +ision2 e/ f/ g/ Ineffective communication structures and channels to ensure flo( of information internally to the public and plus proper feedbac7 mechanisms2& Cac7 of documentation and dissemination of prosecution cases as and (hen they are successfully handled2 'here is need to identify the ODPP*s sta7eholders as audiences and provide targeted messages to each of them (ith the vie( of empo(ering each of these sta7eholders for a meaningfully participation in the discharging of the ODPP*s mandate2 h/ 'here is neither consensus (ith the sta7eholders as (ell as a sector0(ide active participation and cooperation from the citi)enry, media and civil society in entrenching professional delivery of criminal justice2 i/ 9edia*s misunderstanding and mishandling prosecution related ne(s stories and not including the institution*s voice in those ne(s items& 'his has generated hostility and credibility 1uestions to(ards the institution& information to various

19

4.5 STRATEGIC ISSUES 4.5.1 St' tegi# I++/eB Neg ti1e P/-li# Pe'#e"ti!n 'he ODPP has historically been plagued by a poor image resulting into negative public perception, misinformation and negative publicity of the Office& 'he perception needs to be changed so that the ODPP dra(s public confidence& %&'&(&(& St' tegi# !-2e#ti1e ) St'engthen the "/-li# && i'+ n% #!'"!' te

#!((/ni# ti!n O&&i#e. St' teg$: Develop and design a communication strategy for ODPP 3ffective communication is paramount to the success of an institution& 'he ODPP (ill develop and design a communication strategy that (ill establish a public affairs and corporate communication office to help establish open, transparent and effective sharing of information& 4.5.1.4. St' tegi# O-2e#ti1e+B T! 'e1 (" the i( ge !& the ODPP

St' teg$B B' n% ODPP 'he ODPP being an independent office needs to be a brand so as to create a(areness to the sta7eholders and general public of the constitutional mandate the office has been assigned& It also needs branding to ma7e people a(are that the office delin7ed from 4CO& 4.5.4.1.

Strategic objective) To create public and stakeholder awareness

'he ODPP has in the past underta7en surveys and its results have indicated that members of the public and some sta7eholders have little or no 7no(ledge of ODPP& 'his a(areness gap (ill be resolved by proactively creating more channels of communication that (ill enhance public and sta7eholder a(areness of prosecution services& 20

4.5.4.4.

Strategic ObjectiveB To revamp the image of the ODPP.

'he image of ODPP has not been positive o(ing to various factors& "mongst the factors that have contributed to this poor image is lac7 of ade1uate capacity to offer high 1uality prosecution service as e6pected by the Kenyan Public& 'he ne( independence that has been granted to ODPP (ill go a long (ay in enabling the office to develop, design and establish the proper ODPP image& 'his (ill include comprehensive communication and implementation of our vision, mission and core values&

Table

!trategic "ocus STRATEGIC OB:ECTI;ES public 4trengthen public affairs corporate communication Office STRATEGIES the 3stablishing a Aully and operational

STRATEGIC ISSUES :egative perception

and %ommunications office Develop and design a %ommunications and 9edia 4trategy for ODPP Identify partnerships during of the the

development for their input +alidation and implementation

Dranding ODPP

of

%ommunications and 9edia 4trategy the Improve the image Develop corporate identity, corporate of the ODPP culture and protocol manual Develop content for the ODPP (ebsite for interaction (ith the staff, sta7eholders and citi)ens %reate and promote ODPP*s %orporate identity 'o create public and 3ngage sta7eholders government decision ma7ers,

sta7eholders, media and citi)ens& 21

a(areness

9aintaining an effective (ebsite

and updated

%oordinate publicity during functions for the ODPP

Beighten a(areness of ODPPs role in compliance (ith the la(, through carrying out of proper documentation as (ell as the design, standardising and dissemination of I&3&% materials

3ngage the public in matters relating to ODPP

4.6 SITUATIONAL ANALYSIS During the preparation of this %ommunications and 9edia 4trategy, (e undertoo7 to analyse the ODPPs 4trengths, ;ea7nesses, Opportunities and 'hreats -4;O'/ in terms of internal and e6ternal environment factors INTERNAL FACTORS St'ength+ 'he ODPP "rticle 1#$ 3stablished net(or7 of offices across the country :egative 22 perception of the organisation ?e *ne++e+ 9andate Perceived lac7 of understanding of the lin7 bet(een the ODPPs mandate and Kenya +ision !,!

%onstitutional

%entrality and significance in criminal because of its history, hence poor image& justice system Cac7 of infrastructure and s7illed human resources for streamlined and efficient dissemination of information Cac7 of corporate culture and identity Ineffective communications structures and channels to ensure flo( of information Cac7 of documentation and dissemination of prosecution cases as and (hen they are successfully handled Cac7 of identification of ODPPs sta7eholders as audiences Cac7 of understanding of ODPPs mandate, 9ission and +ision by staff for proper dissemination,

ECTERNAL EN;IRONMENT FACTORS O""!'t/nitie+ @ecognition of Th'e t+ the 9edia misunderstanding and mishandling of

the

ODPP

in

administration of criminal justice in prosecution related ne(s stories Kenya for reali)ation of Kenya +ision !,! 4ta7eholders support and good(ill 23 Cac7 of control on the media due to liberalisation

Poor public image and perception Cac7 of public trust and confidence

4.7 OB:ECTI;ES OF THE COMMUNICATIONS AND MEDIA STRATEGY 'he specific objectives are as follo(s8 a/ %reating a(areness, understanding and support for the ODPP by all those from (hom this is re1uired b/ Develop consensus among the sta7eholders and to ensure full participation in planning, implementation, monitoring and evaluation of ODPP programmes c/ 'o sensiti)e the sta7eholders to understand and appreciate the comple6ity of the issues that touch on the ODPP d/ Develop efficient -internal E e6ternal/ communication structures and channels to ensure free flo( of information and proper feedbac7 mechanisms e/ Propose common communication forums and platforms for all sta7eholders to facilitate dialogue among sta7eholders f/ 'o ma7e relevant information on past and present e6periences as (ell as best prosecutorial practices available and accessible to all sta7eholders through the (ebsite and other channels g/ Propose the establishing of a Public affairs and corporate communication division (ith the follo(ing functions8 media coverage, analysis and monitoring, production of I3% materials, (eb media and (ebsite content management and research E speech(riting& h/ Propose the e6pertise of staff re1uired by the office i/ Propose office (or7ing tools and e1uipment

24

j/ Design a corporate identity for the ODPP -logo, font type, slogan, and corporate colours/ for use in both internal and e6ternal communication0the sort of organi)ation (e are& 7/ Design a 9edia @elations 4trategy l/ Developing a communication E protocol training manual for in0house training of staff

4.8 METHODOLOGY 'he communication needs for ODPP audiences varies depending on their relationship (ith the ODPP& 'he follo(ing is segmented approach to the methodology to be underta7en to reach the identified audiences8 4.8.1 'he 4trategy (ill use a th'ee,t' #* +t' tegi# #!((/ni# ti!n+ "l n (hich targets2 Government, decision0ma7ers and other agencies in the administration of justice in Kenya2 4.8.1.1 'he ODPP staff and2 'he 9edia, %ivil 4ociety Organi)ations and other related audiences G!1e'n(ent In+tit/ti!n+ n% !the' gen#ie+ in the

%(ini+t' ti!n !& 2/+ti#e in Ken$ 'he first trac7 of this strategy is aimed at decision0ma7ers and ensures that those (ho ma7e resource allocation decisions are a(are of the benefit of prosecutorial services to citi)ens, Kenya*s economic gro(th, and KenyaFs international reputation& "dvocacy among Parliament, %entral Government and other agencies responsible for the administration of justice& 4econdly, crime has increasingly become the focus of media and public attention& Politicians, victimsF organisations and civil liberties lobby groups are all e6tremely vocal in commenting on the day to day operation of the criminal justice system in Kenya& In the past, "ttorneys0 25

General %hambers has had decisions&

the sole burden of ma7ing ultimate prosecutorial

%urrently, Prosecutorial decisions made in our country are subject to distortion or misconstruction because often times they are dra(n into the ambit of political party debates& Often times such debate, (hich are often misconceived or are allegations of bias leave the ODPP (ith a very bad face in the public eyes& 9ore importantly, public confidence in the administration of the criminal la( is eroded& Decisions on (hether or not to prosecute politicians, police officers, senior public servants and other prominent public figures also cause difficulty& :ot surprisingly, the public often finds it difficult to understand or accept that in his or her prosecutorial role, the ODPP must act completely independently from government& 'he appointment of an independent DPP therefore ought to be communicated to the citi)ens as a desirable step in safeguarding the rights of every citi)en&

4.8.1.4

ODPPs staff.

'he second trac7 of the communications strategy is aimed at ODPP staff& 4taff members are natural ambassadors for the organi)ation& 'he goal of trac7 t(o is for every staff member to be capable of e6plaining the 4ervice %harter and have internali)ed the vision, mission, core values etc& Ideally every staff member should be able to tell the people they interact (ith, (hat the ODPP does and ho( it benefits them& 'hey are not e6pected to e6plain comple6 legal issues, but to be able to give a thumb0nail s7etch of the ODPP& 36plaining the ODPP and its impact on all Kenyans (ill be every employeeFs responsibility and enable them to meaningfully participate in the implementation of this %ommunications and 9edia 4trategy because it provides the frame(or7 they re1uire to provide fast, reliable and professional service& In addition, this strategy (ill see7 compliance to other efforts such as the code of conduct& 26 to ma6imi)e

Dehaviour change amongst the ODPP*s staff should be encouraged and also building their capacity so that they can be agents of change& 'he purpose of establishing the ODPP in the ne( constitution (as to ensure professionalism and independence in the institution, (hereby preparation and conduct of criminal prosecutions in Kenya is promoted& 'his means that the day to day control of criminal prosecutions has passed from the hands of the "ttorney0General to the Director of Public Prosecutions and from a more general to a specialised arena& 4.8.1.5 Me%i . Ci1il +!#iet$ n% !the' 'el te% /%ien#e+.

'rac7 three communications target media, civil society and all other e6ternal audiences& 'here is need to build ne( partnerships (ith 7ey sta7eholders including8 Professional groups li7e C4K, %4Os(hose activities touch on the ODPP*s functions and members of the public see7ing services from us& 'he initiative is to improve relationships, enhance credibility and raising a(areness of the ODPPFs operations among the 7ey institutions, associations and the citi)ens& "lso (e should stay alert and ta7e advantage publicity created by li7e0minded organi)ations (hen they have big events& 'argeted and phased public communication campaigns to negate

misconceptions, build support and acceptance targeted at media and civil society& "longside this (ill be a media advocacy to promote accurate and analytical coverage of Public prosecution issues and raise the profile of this office nationally and internationally8 4.< G/i%ing "'in#i"le+ n% 1 l/e+ 'his %ommunications 4trategy proposes partnerships (ith other players in order to provide an environment that enables the implementation of the ODPP*s mandate& 'his is borne out of the reali)ation that the success of communication in any institution relies, heavily, on a (ell0structured and efficient internal communication system that provides for feedbac7 and e1ually, its partners must 27

have the same& 4uch a communication system (ill provide for lateral communication and consultations among various sta7eholders& It is important that sta7eholders access relevant and timely information in order to avoid or minimise situations of conflict (ith or resistance to our activities& 'he argument in favour of a partnership approach rests upon the follo(ing premises8 4.<.0

Synergy.

'his is the additional benefit gained (hen t(o or more partners act together to attain a common goal& ;e shall endeavour to see7 the partnership of %4Os and sta7eholders8 4.<.1

Transformation.

'his shall include efforts by all members of staff to change their (orldvie(, behaviour and priorities& 'hrough 7no(ledge generation and information through research as (ell as policy development and revie(, sharing of that information through periodic public debates and other fora, setting up of a prosecutors information management system for ODPP to enable it accumulate data and ma6imise available manpo(er-the system (ill help screen the massive influ6 of info and provide facts ,consistently and comprehensively for the prosecutors that evaluate or rate cases/ and relationship and net(or7 building as (ell as public0 private partnerships in the area of governance, our prosecutors should successfully deliver justice8 4.<.4 *udget augmentation& If the :ational %ouncil on %riminal Justice members and other players can partner (ith us, (e can pool resources especially for '+, radio and I3% materials production so as to increase the si)e and scope of activities being underta7en& Investment in human and technological resource development to 28

enable

professional

communication

by

every

single

officer

in

the

administration of justice institutions could be proposed2 2.7.3 Re%/#ti!n !& !"en #!n&li#t )ith 'el te% in+tit/ti!n+ &

" media programme on %ommunity driven initiatives geared to(ards crime reduction can be co0funded 2.7.4 I++/e ( n ge(ent.

;e should lead the sector in anticipating, researching and prioriti)ing issues to minimi)e ris7& Aor e6ample, ho( much attention is being paid to terrorism and cyber crimeG

29

CHAPTER THREE 5.0 ODPP+ A/%ien#e An l$+i+ 'here is need to identify our audiences or target and the better (e 7no( them, (hat they need to understand of our (or7 the better our chances to influence them& 'here are different types of audience, (hether individuals, groups or organisations and upon (hom certain action is e6pected or certain information is shared& 5.1 P'i( '$ n% Se#!n% '$ A/%ien#e 'he audience can be divided into the primary and secondary audiences given the roles they play and significance in the implementation of the ODPP mandate& 'heir understanding and participation in the ODPP processes and activities (ill determine the successes of the ODPP& T -le, ODPP /%ien#e+ SDN!. 1& A/%ien#e ODPP staff A/%ien#e+9 ODPP9+ E@"e#t ti!n !& E@"e#t ti!n+ !& ODPP A/%ien#e %ompetitive terms Bigh performance in and conditions of discharge of the core service mandate Provision of Integrity and ethics capacity building %onfidentiality %areer Professionalism progression 4peciali)ation mechanism 'eam(or7 Aair and e1uitable @espect and courtesy treatment 'ransparency and Inspirational accountability leadership %reativity and 30

SDN!. &

A/%ien#e Judiciary

A/%ien#e+9 E@"e#t ti!n+ !& ODPP

,&

Kenya 4ervice

Police

?&

Kenya Prisons

#&

4tate Ca( Office

H&

9inistry of Aoreign "ffairs

$&

9inistry of 4tate

ODPP9+ E@"e#t ti!n !& A/%ien#e innovation 'imely court 36peditious disposal of attendance cases Professional Development of presentation of coherent jurisprudence cases @espect and courtesy "ssistance in the fair administration of justice 'imeous 'horough and prosecution comprehensive investigations 36peditious advice Professional handling of 4pearheading evidence=e6hibits legal reforms upholding the rule of 'a7ing over la( functions of police %ollaboration and prosecution cooperation in investigation of cases Aacilitate speedy 'imely presentation of prosecution of prisoners to court cases <phold the rule of la( Aacilitate the reduction of remandee population %ollaboration on Drafting, revie( and legal matters amendment of legislation @epresentation in legal proceedings @epresentation in parliament %ollaboration in Aacilitation in criminal matters international cooperation Aacilitation of domestication of ratified international treaties and conventions 3fficient "dvice on 31

SDN!.

A/%ien#e for Public 4ervice

.&

I&

9inistry of Justice :ational %ohesion and %onstitutional "ffairs -9OJ:%%"/ Parliament

1!& 9inistry of 4tate for Provincial "dministration and Internal 4ecurity

11&

9inistry of Ainance='reasury

1 &

Office of the Prime 9inister -Performance

A/%ien#e+9 ODPP9+ E@"e#t ti!n !& E@"e#t ti!n+ !& ODPP A/%ien#e management of organisational structure human resources, and staffing levels organisational "dvice on human structures and resource management career guidelines and development "dvise on creation and filling of posts %ollaboration in Cegal policy promotion and formulation and protection of the development rule of la( Provision of civic education 3ffective 36peditious enactment implementation of of la(s la(s Provision of ade1uate allocation of resources 'imely feedbac7 on the ODPP*s "nnual @eport 36peditious advice Aacilitation of civic on files and issues education Prompt Promotion of "lternative implementation of Dispute @esolution Government mechanisms directives %ollaboration in security issues Prudent and timely "llocation of ade1uate utili)ation of resources resources 'imely of release funds Preparation of "dvise on financial budget matters Preparation and submission of periodic reports Aacilitation of speedy prosecution of economic crimes %ollaboration on Aacilitate Performance Performance %ontracting process %ontracting -P%/ 32

SDN!.

A/%ien#e

1,&

1?&

A/%ien#e+9 ODPP9+ E@"e#t ti!n !& E@"e#t ti!n+ !& ODPP A/%ien#e %ontracting re1uirements Department/ 4etting P% targets Public 4ervice %ompliance (ith Provide guidelines on %ommission of the Public Officer public code of conduct Kenya 3thics "ct -PO3"/ Probation and Aacilitation of their %onduct thorough and aftercare role in the justice comprehensive in1uiry department system& on suspects, offenders and victims of crime Provide legal Aor(ard in1uiry reports advice on revie( of %4O programs& Ca( 4ociety Kenya of <phold the rule of la( %ollaboration in bettering the justice system Offer professional prosecution services %ollaboration in the development of professional standards %ontinuous professional development 'o uphold the integrity of the legal profession 'o reign in on rogue la(yers 'horough and comprehensive investigations %ollaboration and cooperation in investigation of cases

1#&

1H &

3thics and "nti0 %orruption %ommission

1$ & Kenya 4chool of Ca(

1.

:%C@

36peditious and professional advice on files 3fficient and effective prosecution of cases %ollaboration on ethics and governance issues %ontinuous professional development %ollaboration on revie( and revision of curriculum on legal education %ollaboration in 33

%ollaboration on revie( and revision of curriculum on legal education Offer updated and relevant training %ontemporaneous

SDN!.

A/%ien#e

1I &

! &

1 &

&

,&

?&

#&

A/%ien#e+9 ODPP9+ E@"e#t ti!n !& E@"e#t ti!n+ !& ODPP A/%ien#e development of updating of case la(, legal information legislation and other infrastructure relevant legal information KC@% %ollaboration in 'imely revie(, revie( and amendment and amendment of updating of la(s la(s :ational %ohesion Promoting 4ensiti)ation of the and Integration cohesion and public on %ohesion and %ommission integration in the Integration issues society %ollaboration in promotion of the @ule of Ca( K:%B@ <phold the rule of Provide civic education la( Aeedbac7 on upholding %ollaboration on of human rights in the upholding and prosecution service protection of human rights %I% %ollaboration on Provision of 1uarterly enactment of reports on legislation implementation of the %onstitution Development "ccountability in Aunding to supplement partners utili)ation of ODPP*s programmes resources %ollaboration and Development of cooperation proposals 9edia 3ngagement and @esponsible journalism sharing of "dherence to the media information code of ethics @espect for media freedom 'he general <phold the rule of Aeedbac7 on the public la( services provided 3ffective and %ollaboration (ith the efficient criminal justice system prosecution "ppropriate and timely response to 34

SDN!.

A/%ien#e

H&

$&

.&

I&

,!&

,1&

, &

A/%ien#e+9 ODPP9+ E@"e#t ti!n !& E@"e#t ti!n+ !& ODPP A/%ien#e complaints <phold the core values ;itness %ollaboration and Offer protection of Protection "gency cooperation in (itnesses -;P"/ identification of @espect for strict (itnesses in need confidentiality of protection :ational %rime %ollaboration in "uthentic and reliable @esearch %entre crime research data %ollaboration in the formulation of policy on crime prevention %ommission on 'imely and Direct the public on ho( "dministration of comprehensive to channel complaints Justice response to complaints 9inistry of Prosecution of %ollaboration in revie( Gender, %hildren gender based and development of and 4ocial violence and legislation on gender Development se6ual offences based violence and se6ual offences& %hampion social (elfare issues Generate policy on gender and related issues %4Os <phold the rule of %ivic education and la( advocacy on criminal issues %ollaboration and %ollaboration and cooperation on relevant legislation cooperation on relevant and policy legislation and policy "uditor General %ompliance (ith Provision of Guidelines and %ontroller of audit re1uirements and compliance to audit Dudget re1uirements& "gencies (ith Ceadership, 'he e6ercise of the delegated supervision and delegated po(ers prosecutorial guidance of the (ithin the legal and po(ers delegated po(ers policy frame(or7 "dvice on criminal Offer high 1uality and 35

SDN!.

A/%ien#e

A/%ien#e+9 ODPP9+ E@"e#t ti!n !& E@"e#t ti!n+ !& ODPP A/%ien#e matters professional prosecution " clear 4ubmit periodic reports prosecution policy

P'i( '$ T 'get A/%ien#e,'he primary sta7eholders have more responsibility by virtue of their involvement and the impact the programme (ill have on them& 'hese are the 7ey persons=groups (e communicate to directly& The Se#!n% '$ t 'get A/%ien#e, these are people and institutions (ho are served by the ODPPand (ho (e (ish to receive the communication messages, (ho (ill also benefit from hearing the messages or (ho can influence our target audience no( or in the future& CHAPTER FOUR

MESSAGE DISSEMINATION 6.0 Me++ ge n% C!ntent 'he general message of this communication strategy is that there is no( an independent ODPP and thus, prosecutorial services in Kenya become efficient& 'he information to be disseminated to the various sta7eholders (ill bederived from the %onstitution of Kenya that created the independent Public Prosecution and the :ational Prosecution Policy, plus other 7ey documents that define frame(or7 under (hich the office operates as follo( E"l/+ the 'e&e'en#e %!#/(ent+A8 a/ b/ 'he e6istence and mandate of the ODPP ( the "onstitution of Kenya,%+(+ ,-ansley -eport of the .ational Tas/ 0orce on Police) Interpreting article1#$(The "onstitution of Kenya,%+(+)

36

c/

'he presence and contents of the :ational Prosecution Policy and some of the achievements so far (the .ational prosecution Policy) and the need for a :ational Prosecution "ct

d/ e/ f/

@estructuring the ODPP and professionali)ing of prosecution services in Kenya(Ti asana -eport, %+(( ,1m u -eport,%+(() @oles of the various departments (ithin the ODPP (1m u -eport) Public Private 4ector Partnerships in the area of governance and the ODPP*s lin7 to Kenya +ision documents ) !,!and 9DGs (2ision %+'+ , 3$4

g/ h/

'he commitment of the ODPP leadership in achieving the institution*s mandate (3edia intervie5s of the $PP) <nderstanding general prosecution and the prosecution code of conduct by staff(-eference $ocuments (a) Prosecution general instruction pu lic prosecutors of the for prosecuting State "ounsel and

-epu lic of Kenya,%+((( ) Training .eeds Assessment, "urriculum , Training 3anual for Pu lic Prosecutors)& During the training of staff,messages (ill be crafted for dissemination to media& i/ j/ Other regional efforts in public prosecution and specifically (hat is contained in "rticle ? -f/ of the 3""P constitution Other issues as brought out through public vie(s and complaints

6.1 C!((/ni# ti!n Ch nnel+DMe%i DA'en + %onsidering the comple6ity of public prosecution issues, it (ill be necessary to adopt a multi0media approach to ensure ma6imum effect& 'he diverse nature of the sta7eholders necessitates the use of a variety of media to reinforce each other and effectively deliver the messages& <ltimately, the information provided must be consistent and factual& include8 'he communication mi6 0 channels=media=arenas proposed

37

6.1.1. F!' the Me%i The ODPP ?e-+ite

n% Gene' l P/-li#

"n official re0launching of the DOP3 )e-+ite that (ill act as an information outlet accessible to all interested institutions and individuals& It should provide them (ith accurate information and documents, and enable us to communicate and share information on national, regional and global levels& 'his tool should benefit all public prosecution offices in the 3ast "frica region -through the proposed 3""P (ebsite& 'he (ebsite should be informative, highly interactive, educational and %ommunicative in the sense that it allo(s the circulation and the sharing of 7no(ledge, as (ell as the transfer of e6pertise among public prosecution members, bet(een public prosecution members and civil society organi)ations, and bet(een public prosecution members and the international community& 6.1.4 F!' P'!&e++i!n l g'!/"+ n% !the' '(+ !& g!1e'n(ent F/ 'te'l$ Ne)+lette'= n E,ne)+lette' 'his (ill be simple informative pieces researched and (ritten by staff of the ODPP for distribution in all our offices and an online copy for the (ebsite for more elaborate pieces for communication among the other sta7eholders such as contributing for legal journals& 'he 7ey feature of the ne(sletter is a simple, easy to read and produced 1uarterly& 'he design and (rite0up (ill ta7e cogni)ance of the target readership and thus the language, design and contents (ill vary& "lso the media in (hich the ne(sletter is presented may vary, depending on occasion and target group& Other means of communication to be used (ill be through e0 mail, leaflet0ne(sletter and (all ne(spaper& 'he ne(sletter (ill also focus on issues such as8 <pcoming events "genda, updates on on0going prosecutions 38

9ajor milestones under the institutions Information, editorial and informative articles, including letters sent by e6ternal sta7eholders, and other organisations involved in the delivery of criminal justice&

6.1.5 The Gene' l P/-li# n% De1el!"(ent P 'tne'+ R %i! St ti!n+ @adio is still the leading source of official information to Kenyans& 'he absence of electric po(er precludes the use of television e6cept in a fe( cases as a preferred medium of communication& Bo(ever, (hile more people are listening to radio, the listenership is even more diverse and it becomes necessary to use several stations to effectively reach the people and it thus re1uires a (ell0focused audience=listenership research to effectively reach the target audience& Aor e6ample to reach policy ma7ers (e (ill utilise radio stations such as %apital A9, and to reach communities in far flung areas, it (ould be advisable to use KD% Kis(ahili 4ervice and other outlets (ith a (ider coverage& 6.1.6 St &&. De1el!"(ent P 'tne'+ n% P 'li (ent ;i%e! P'!g' (+ 'he use of videos is seen as a very important source of information on ODPP for the targeted audiences such as development partners& 'his (ill involve the production of short -,! sec 0 1! minutes/ video documentaries and information spots on various aspects of our functions and sharing them (ith the sta7eholders& 'he video documentaries can be sho(n using the e6isting video net(or7s in the media and during sector meetings& 'he videos can also be aired at the Bead1uarter*s lobby and field offices

39

6.1.7 The Gene' l P/-li# E@i+ting T; "'!g' ((e+ " sponsorship to be e6tended to '+ programmes such as 2ioja 3aha/amani& '+ tal7 sho(s and televised intervie(s of the DPP and used periodically to e6pound on policy issues to other government agencies, media and development partners& P/-li# Meeting+ n% !the' &!'/(+& 'hese (ill be forums to gather and share information as (ell as receive important feedbac7 from the various actors in the administration of justice& Decause of the nature of the information re1uired and the people involve& 'his (ill be an important channel to share information bet(een the ODPP and 4ta7eholders& 4eminars (ill be organised around issues of concern such as e6tradition, cybercrimes, piracy and terrorism& 6.1.8

6nformation "entres and in house training for our officers

'hese (ill be established in each of our field stations (ith the objective of do(nloading and disseminating information to the citi)ens& 'he information centres (ill be e1uipped (ith computer and other information materials that can be accessed by those (ho (ould li7e to carry out research& 'here (ill be a provision for members of the public to provide (ritten submissions to air their vie(s& ;hite Doards and suggestions bo6es can be used effectively in the information centres& "lso in these centres (e (ill have Jta7e home messagesK and leave them in strategic places li7e (aiting rooms 6.1.<

3edia 2isits

9edia visits to the field stations (ill be arranged for the mainstream media to familiarise themselves (ith ODPP functions and thus empo(er them to report objectively& 'his is out of the reali)ation of the negative impact the media can have if 40

they do not have access to the correct information& During the visits, the media (ill be presented (ith media 7its that (ill provide detailed information on the ODPP*s role& 'o coincide (ith this a side event such as the launch of a document could be arranged& 6.1.>

*rea/fast 3eetings> 'hese (ill be strategically organised to target

the sta7eholders, political leadership and the media o(ners& 'he brea7fast meetings (ill present an opportunity to update them and also get their vie(s and support re1uired for the implementation of the ODPP*s mandate& 6.1.G

7otline and Toll#0ree .um er> 'his can be hosted at the

secretariat handling public complaints E + !/tline% in the !'g niH ti!n l +t'/#t/'eA to enable people to directly pass their vie(s and feedbac7 on our services& 'his secretariat (ill thus have a Lcustomer care* person to respond to the 1uestions and concerns of the sta7eholders and for(ard them to ODPP for action& 6.1.10

A Peer -evie5 8ournal , that establishes a set of parameters for

prosecutors and defines specific unla(ful conduct and compliments successful prosecution& It should provide frame(or7 for peers and their seniors to criti1ue each other freely& 6.1.11 Annual -eport0 "lso important to note is the idea of using formal "nnual

@eports as these can be modified to produce brochures, ne(sletter or some of the te6t for policy briefs&

CHAPTER FI;E 41

7.0 E@e#/ti!n !& the St' teg$ " %ommunication 4trategy describes the detailed set of actions and activities that are intended to lead an organisation 1uest for realising higher goals and objectives& 'he strategy therefore meets the re1uirements of the ODPP as far as information and communications needs are concerned& In order to realise the ODPPs communication objectives, t(o specific outputs are envisioned namely2 " vibrant and proactive relationship (ithin the internal publics of the ODPP based at head1uarters as (ell as the field and the 36ternal Publics, particularly the 9edia, other Government of Kenya 9inistries, Departments and 4tate "gencies -9D"s/, and other sta7eholders& "n Information, 3ducation and %ommunication I3% component developed that ensures the development and dissemination of various products and issues to the sta7eholders including the general public& 'his 4trategy places great emphasis on both the internal and e6ternal relations (ith a vie( to8 4trengthen internal communications (ith ODPP (hile developing innovative (ays of communicating (ith all staff and encouraging feedbac7 mechanisms2 Duilding strong and reliable e6ternal relationships (ith all sta7eholders for the purpose of ensuring the ultimate success of administering criminal justice as mandated by the constitution& 7.1 In&!'( ti!n n% C!((/ni# ti!n )ithin the ODPP Aor the ODPP %ommunications and 9edia 4trategy to be effective, it must be supported by ade1uate resources in terms of staffing, e1uipment, capacity building and funding& 'he %ommunication <nit shall be responsible for ensuring consistency in 42

designing and delivering ODPP messages and information to sta7eholders and (ill provide practical support and advice to all departments (ithin the ODPP as per their communications needs& 'he person designated to head ODPP %ommunication activities or office shall be responsible to the Director for8 i& ii& iii& iv& v& vi& vii& ;or7ing closely (ith the Directorate top management in interpreting policy and strategy and guiding the Department in its progressive enforcement, %oordinating the implementation and realisation of the 7ey communication activities and programmes as identified in this document, 3nforcing the departmental corporate communications standards and brand as spelt out in this document, ;or7ing closely (ith other %ommunications and public relations officers in the criminal Justice administration, "dvice on final preparation and production of ODPPs major publications and other I3% materials, "dvice on the design and formatting of all ODPPs I3% materials and engagement of e6ternal consultants (here re1uired and Organi)ing short term %ommunications training and %apacityDuilding for targeted ODPP officers in line (ith the implementation of ODPPs mandate& 7.4 Re+"!n+i-ilitie+ !& C!((/ni# ti!n C!((ittee 'here is need for formation of a %ommunication %ommittee (hich should play the leading role of ensuring 1uality standards of all ODPPs communication and Information materials& 'he committee should revie( all messages and products before they are disseminated& <nder the leadership of the designated %ommunication Officer, the committee*s responsibilities (ill be to offer advisory support to all communication emanating from the ODPP& 43

7.5 Ke$ P'in#i"le+ !& ODPP+ Inte'n l C!((/ni# ti!n 'he follo(ing shall be the 7ey principles for all ODPPs internal communication2 I& II& III& I+& +& 'imely, clear and regular communication to staff, %ircular and all rounded communication process (hich emphasis consultations, debate and feedbac7, @egular face to face briefings, sessions and meeting bet(een the management and staff of the ODPP 3nsure that all strategic ODPP staff receives a copy of all documents as pertains to their duties as they fulfil their mandate such as 4trategic Plan 3nsure availability of information through notices, circulars, e0mail communication, ne(sletter, (ebsite and other channels for purpose s of general information, +I& +II& Publish a 1uarterly ODPP :e(sletter Provide proper orientation to all ne( =incoming staff,

7.6 ODPP+ O1e' ll S"!*e+"e'+!n 'he Director is responsible for the ODPP and shall be the principal 4po7esperson& Be may from time to time officially designate other Beads of Departments to issue agreed statements relating to their specialised tas7s (hen need arises& 'his is e6pected be raise the public profile among the target audiences, through public contacts, net(or7ing (ith sta7eholders, delivering speeches at relevant high level forums on both local and international scene, professional forums and by giving intervie(s to the media& 7.7 Ke$ "'in#i"le+ !& ODPP+ E@te'n l C!((/ni# ti!n 'here is need to have a focused and coordinated e6ternal communication guideline for the purpose of clarity& 44

"ny information targeting the e6ternal publics (ill be for the purposes of informing, educating and communicating on pertinent issues from the ODPP 'o improve its image (ith the e6ternal audiences the ODPP (ill ensure that8 It consistently see7s and e6ploits opportunities to meet media and other e6ternal audiences, It maintains active and open internal communication so that staffs are a(are of its vie(s and positions on issues in case they are to represent the office in e6ternal functions 7.8 ODPP eng ge(ent )ith the Me%i 'his is very important as it gives guidance on ho( the media reacts to our messages and ho( the media houses choose to report on us& It is also very important that staff of ODPP understands ho( the media (or7s& 'his (ay they (ill be able to communicate the ODPPs mandate, objectives functions, challenges and constraints& 'o achieve this objective the ODPP should promote positive information and campaign in the media& 'he 7ey principles of engaging the media must include2 "ll media in1uiries must be directed to the %ommunications Office (ho (ill offer the professional lead follo(ing the established protocol for the issue, In all instances the %ommunications Office must promptly consult (ith the DPP and (here necessary the relevant Departmental Bead in order to prepare a (ell0 crafted and informed response, @esponses to sensitive or controversial subjects must be avoided as much as possible, in favour of (ritten and carefully thought e6planations, Develop and maintain good relationships (ith the media, especially the local and specialised media and in particular ensure calls are returned and provide clarifications 9a7e information available to the media through appropriate spo7espersons 45

@espect the right of the media to represent their vie(s on matters relating to ODPP and "l(ays remember that timing is very critical& "ny ne(s release distributed after &!!p&m ris7s being overloo7ed because assignment editors have already settled on the days priorities&

7.< ODPP+ Ke$ Me++ ge+ Key messages or information (hich the ODPP must consistently and clearly communicate, include, 'he need to support the ODPP in terms of budgetary allocations from the decision ma7ers and ensure that those (ho ma7e resource allocation decisions are a(are of prosecutorial services to citi)ens, Kenya*s economic gro(th and her international reputation 'he ODPPs mission and vision as (ell as the role, goals, objectives, functions and activities as 7ey player in the prosecutorial services and, Key progresses made and collaborative partnership underta7en in fulfilment of the stated mission and responsibilities& 7.> L ng/ ge St n% '% &!' ODPP 'he national language of Kenya is Kis(ahili (hile the official languages are Kis(ahili and 3nglish& "ll communication shall be in 3nglish& ;here the (ider general public is targeted a deliberate effort (ill be made to publish and translate documents in the Kis(ahili language& 7.G C'i+i+ n% E(e'gen#ie+ C!((/ni# ti!n "n emergency is unusual situation that re1uires prompt action in order to limit damage to the integrity and reputation of an organisation& 3ffective communication is an integral part of emergency management& 3ffective emergency communication management is 46

essential for helping restore and maintain order and confidence during crisis situations& 'he follo(ing are crisis and emergencies communication guidelines8 7.G.1 Set /" E(e'gen#$ te ( 7.10 Identity emergency spo7esperson Prepare press room=press release for the press Identify and carefully craft the messages to be communicated Identify the sta7eholders that need to be communicated to immediately 3nsure all the team members have consistent message& B' n%ing

" brand tells the (orld, at a glance, (ho and (hat (e are& 'his is (hat (e (ant to be seen, 7no(n and remembered as& ;e must strive to be recogni)able and consistent in our communications, by using the same font and colour schemes in any print communications& 'he branding and corporate identity shall include the follo(ing2 'he brand identity must be projected in all documents, po(er point projections, advertisements and any other form of publicity, 'he ODPP logo shall be promoted throughout in the organisation and to all other partners and sta7eholders 'he ODPP logo, as illustrated belo( ensuring the name of the office at all the times,O&&i#e !& the Di'e#t!' !& P/-li# P'!+e#/ti!n+ placed belo( the(ordsRe"/-li# !& Ken$ (hich define the complete and proper use of %oat of "rms of the @epublic of Kenya& REPUBLIC OF KENYA

47

OFFICE OF THE DIRECTOR OF PUBLIC PROSECUTIONS 'he %orporate %olour is proposed as follo(s8 1& <se of a 4ilver colour because it denotes security, dignity,calm,reliability,purity,peace,intelligence,solid,maturity & <se of purple colour because it denotes good judgment and royalty ,& <se of the follo(ing slogan JJustice for allK 'he office shall endeavour to signpost this image as (ell as its vision and mission outside all its offices and ensure that its vehicles and other communication material uphold this branding policy&

48

CHAPTER SIC MEDIA RELATIONS 8.0 Me%i Rel ti!n+ St' teg$ 'he media continues to be most people*s main source of information about institutions such as the ODPP and thus the need to engage media proactively and reactively& 8.1 The -/+ine++ # +e 9ost Government tend to get a poor press nationally and as an institution (e have had our fair share of damaging press coverage& 'his 4trategy recognises that citi)en*s perceptions of ODPP have strongly shaped by the media and so it is crucial to try and build a positive relationship (ith journalists to achieve more informed, positive reporting about the ODPP& It may help are reported& 'here is plenty of evidence for the role of the media in shaping vie(s& @esearch on agenda setting have found that in general, people are most positive about institutions (hich enjoy a good relationship (ith the local press& @ecent 4urveys by S$n!1 te Re+e '#h = Re+e '#h A&'i# sho( that most people get most of their information about the government through the media, particularly the local press& us have more influence over the (ay bad ne(s stories

49

In our case, the follo(ing are reasons (hy (e ought to improve our 9edia @elations 4trategy8

to demonstrate country,

leadership in the administration of justice (ith the goal of

increasing understanding and improving public prosecutorial services in this

4ho(casing our achievements, Positive coverage to protect our reputation and FbrandF&

8.4 H!) t! -/il% "!+iti1e Me%i Rel ti!n+ 'here is a direct lin7 bet(een journalists* relationship (ith an organisation*s communications team and the impact this can have on the FslantF of articles& @elationships tend to be best (here8

"n institution 7no(s (hat journalists (ant from a story, journalists 7no( (hat they can e6pect from the Institution, 'he Public %ommunication Officers ta7e the time to meet journalists face0to0face, 'he Public %ommunication Officers are proactive > providing stories regularly, alerting journalists in advance of stories, phoning journalists to than7 them for a particularly positive story or to discuss a negative one

'he institution is honest and admits (hen they have made a mista7e&

Journalists get frustrated (hen the only person they can ever spea7 to is a press officer& 'his media strategy proposes that the Director personally delivers his message and in his absence his substantial Deputy& 'his is for reason that the media (ill 7no( they are ta7en seriously (hen the Bead of the Institution is on the forefront to build people*s confidence and is (illing to support the media& It is important to note that this 9edia @elations 4trategy is lin7ed to the %ommunications 4trategy outlined and discussed earlier&

50

8.5 Me%i Rel ti!n+ A/%it Defore you develop your media strategy you need to understand ho( (ell you are currently handling media relations& %arrying out a media relations audit (ill tell you a lot of information as (ell as highlighting any gaps in your 7no(ledge about your activity& Done on a regular basis, an audit can also help you identify trends in your coverage and (hat is (or7ing best for you& 'he audit usually includes three elements8

"n analysis of ho( citi)ens gain their information about the ODPP "n analysis of the ODPPFs media monitoring statistics, including percentages of positive, neutral and negative coverage, the number of press stories resulting from proactive media relations and coverage in different media

" survey of journalists > from local, regional, national, blac7, legal journals =columns > on ho( (ell they vie( your reactive and proactive media relations&

'he Public Perception @esearch already budgeted for above (ill facilitate the audit& 'he results (ill then inform a media relations "ction Plan from July !1 & 'he plan (ill include (hat you are going to do and (hen, (ho (ill be responsible for each element and (hat resources you (ill need at each stage& It should be used to evaluate progress regularly& 'he "ction plans (ill cover8

7ey messages 7ey audiences 7ey media milestones communications tools resources targets timescales and deadlines 9onitoring and evaluation&

51

8.6 In !'%e' t! *n!) !/' (e%i . the P/-li# C!((/ni# ti!n+ O&&i#e )illB a/ Identify (hich media and individual journalists are important to you and your public audiences > local, regional, national, and specialists& b/ Aocus on the 7ey messages and target 7ey media on the issues that are relevant to their readers& c/ Develop an e6cellent relationship (ith 7ey journalists > this (ill help you build trust, float ideas, better understand (hat stories interest them and find out ho( they (ant to receive press releases and briefings& d/ De helpful > facilitate the DPP so that he can give his comments on national stories touching on us& e/ Develop one positive story a (ee7 that sho(s ho( our services affect real people& f/ g/ 3ncourage citi)ens to tell the media cases (e have successfully handled& %reate a for(ard planning media calendar to ensure there are no internal clashes and prepare the DPP for potentially negative stories& h/ Develop 7ey facts around particular events=issues -such as

terrorism=maritime piracy/ or our corporate priorities to ensure that (e al(ays have up0to0date information to share (ith journalists& i/ De creative > thin7 of unusual visual stories for photographers and '+ cameras and interesting sound environments for radio intervie(s and features& j/ Dring your press releases to life by finding the human interest, for e6ample, (hen (e (ill be launching the ne( (ebsite, (e (ill find some citi)ens (ho can tal7 about (hat they or the community (ill get out ODPP embracing ne( technology&

52

7/ %reate on0going campaigns (ith a number of media Fhoo7sF, rather than just one0off stories& 9edia campaigns can also be used as part of a (ider P@ or %ommunication campaigns to Lsoften the blo(* or change public perceptions on difficult decisions the ODPP has to ta7e& l/ <se of e0communication and ne( media to engage (ith media can include, but not limited citi)ens and

sta7eholders and augment the more conventional media tools& 'he ne( Mou'ube, '(itter, %reate a shared e6perience (ith a Fno( sectionF for media to pic7 press release and photographs, 494 te6t messaging, video ne(s releases and audio sound clips for local broadcasters, to encourage them to cover stories they are unable to attend and blogging& m/ Bandling media en1uiries (ith the speed that (ill help the media file their stories on time& 'his (ill influence the media*s perception of the ODPP, and therefore the 7ind of coverage it gets& "gain, a good proportion of media en1uiries (ill be hostile& 'hese need to be handled particularly carefully to limit potential damage to the office& 4ome bad ne(s stories (ill need crisis management, (hile others (ill need good liaison (ith partner organisations& In future, an automated system can be used to log and respond to press en1uiries& 'his can help enormously by providing accessible information to journalists and help them meet press deadlines& n/ Other points to consider (hile handling the media include8

responding to the journalist in full by their deadline or giving a Fholding statementF until a full response can be given

being helpful, polite and positive never saying Fno commentF, as this can sound as if the institution has something to hide

53

if there is a major hostile en1uiry (hich other media may get hold of, share it (ith the Director and (or7 out the line to ta7e

ensuring any statements to hostile en1uiries are cleared > and send them in (riting

building up a set of Fe6pertsF across the ODPP (ho can brief journalists directly ensuring the appropriate briefed spo7esperson is available for intervie( and is fully

ma7ing sure officers (or7ing in the ODPP are a(are of media guidelines and media protocol -as outlined in the %ode of @egulations/

building up facts and figures and bac7ground information for big stories, especially the (ee7end analysis

9onitoring response times and cuttings to evaluate ho( effectively the en1uiry has been dealt (ith,

build up bac7ground briefings and 7ey facts for big stories in advance be honest and open and not deceive the media, if the Office is at fault, apologise s(iftly and sincerely, issue the ne(s in a planned and managed (ay, rather than just react 3stablish a system to anticipate and plan for bad ne(s& 'here should be a

strong internal relationship among officers and the understanding that bad ne(s rarely goes a(ay& 'he Director should be alerted (hen bad ne(s > such as a critical report > is on the hori)on so that he does not hear it from a journalist first,

In order to build a strong media culture internally, media training and media guidelines and protocols (ill be facilitated for officers& "n important role for the media team is to help our senior officers understand the importance of effective 54

media relations for the ODPP and their role in achieving it& 'he training can curriculum can include8

ho( the media (or7s, (hat ma7es a good ne(s story, (hat ma7es a good photo opportunity, ho( to (rite a good press release, planning a media campaign, feature (riting and placement, ho( to handle a negative press en1uiry, Bo( to deal (ith a media crisis, preparing for intervie(s, developing 7ey messages, ho( to manage the intervie(, tips on posture and appearance, practice at pre0recorded and live intervie(s and Group feedbac7 on performance&

On 9edia protocol, the guidelines typically include8

responsibilities and roles for the Public %ommunications Office, members of 4taff and the management, ho( to handle difficult press en1uiries, general guidance to the la( relating to communications, 55

the principles and standards to (hich ODPP operates, (riting, clearing and issuing press releases -limited to the Public %ommunications Office/

dealing (ith media en1uiries, including response times, use of 1uotes and Bo( to facilitate media intervie(s for the Director&

8.7 Me%i M!nit!'ing n% E1 l/ ti!n On0going media monitoring and evaluation is an essential part of effective media relations management& 9onitoring and evaluation not only helps focus the activity and resources, but helps sho( tangible results of success& 'he Public Perception Inde6 can be utilised to audit media coverage but also8

the number of press releases issued and ta7e0up rates > media management systems (ill then collate statistics automatically analysis of press cuttings, television and radio reports by good, neutral or bad categories > (ith a supportive ODPP comment > to sho( ho( effective (e have been at getting messages across

press en1uiry response times logged as the percentage achieved (ithin the mediaFs deadline

a brea7do(n of figures for releases issued and en1uiries ans(ered by service area

a brea7do(n of figures by corporate theme " brea7do(n by different media, for e6ample, local, regional, national and la( journals&

56

T! n!teB In addition to using the (ebsite to ma7e our publications available, ne(s releases (ill also posted online& ;ee7ly :e(s releases (ill be sent over the ne(s (ires, by fa6 and email to all journalists (ho have follo(ed the ODPPFs activities& 'iming is critical& "ny release distributed after 8!! p&m& ris7s being overloo7ed because assignment editors have already established the dayFs priorities& 9edia calls (ill initially be directed to public communications office, (ho should ans(er as many 1uestions as possible and arrange for the Director-(ho is the designated spo7esperson as per the %ode of @egulations/ to elaborate and tac7le more comple6 1uestions& 'he Public %ommunications Office shall prepare the Director by revie(ing difficult Nuestions E"ns(ers and simulating an intervie( (hen necessary& "s and (hen it is necessary the Public %ommunications Officer (ill attend intervie(s in order to help (ith additional materials li7e pictures&

57

ANNEC ONE P/-li# A&& i'+ n% C!'"!' te C!((/ni# ti!n+ Di1i+i!n 'his unit is responsible to the DPP for8 1& Developing and implementing the ODPP %ommunications 4trategy & 3nsure that all aspects of communication are covered to ensure that the DPP*s messages have been delivered successfully and that his voice is clear ,& Designing special and Public @elations campaigns for targeted audiences ?& %onceptualise and design I3% materials #& %ommission and maintain various forms of corporate identity and in house styling such as logos,colour,selections and typography H& ;rite and distribute ne(s, photographs etc through media channels $& Organi)e press conferences, receptions etc .& Develop information content for the ODPP*s (ebsite I& Organi)e feedbac7 from media and monitoring of press cuttings,radio,'+ 'he unit ought to be manned by the follo(ing e6pertise8 a& "n administrator to run office=attend meetings b& 9edia content and monitoring specialist -function can be outsourced/ c& " @esearcher E 4peech(riter d& Print and broadcast production specialist -" (riter=editor=designer E Ailming =Photographer officer all in one/ 58

e& ;eb 9edia and (ebsite content manager f& "n 3vent Planner Anne@ t)! 1& Captop (ith 9acDoo7 pro 1$ inch P"9 & Over $!! Bard Dis7 ,& Digital high resolution photographic %amera ?& +ideo camera #& 4canner H& Aa6 9achine $& " computer (ith graphic features .& editing suite I& %ommunication 9odem 1!& Beavy Duty Photocopier 11& Overhead Projector E C%D 1 & @adio set (ith pre0recording features 1,& +oice=sound recorder 1?& 'elevision set 1#& D+D player 1H& '+ recording feature -for recording '+ programs/ 1$& I0pad

59

COMMUNICATION STRATEGY MATRIC Strategic o jective: !trengthen the Public #ffairs and $orporate $ommunication Office. 3ffective communication is paramount to the success of an institution& 'he ODPP (ill develop and design a communication strategy that (ill establish a public affairs and corporate communication office to help establish open, transparent and effective sharing of information& A/%ien#e ODPP staff Ke$ (e++ ge Design and dra( 'he %ommunications and 9edia @elations 4trategy Justification to have a strategy Meth!%!l!g$ Prepare a draft communications and media strategy Aormation of a communication committee to align the document to the needs of ODPP Ch nnel+ E@"e#te% !/t#!(e

9eetings to " validated discuss the ODPPs document& communication and media 9eetings relations strategy& (ith the staff 3stablish open to ,transparent and disseminate effective sharing the of information document

4trategy2 %mplement an internal communications capacity building programme to enhance staff knowledge of ODPP communication and media strategy. A/%ien#e ODPP staff Ke$ (e++ ge Meth!%!l!g$ Ch nnel+ E@"e#te% !/t#!(e

3lements of Internal meetings the policy and Informal strategy engagements in the office

4taff "n informed ODPP briefing, staff notes and summaries of 7ey documents Increased 7no(ledge %apture 7ey issues on proper internal 60

in ne(sletter and periodic circulars=memo Periodic bulletin on Periodic orientation progress on and training for staff 7ey ODPP issues

communication mechanisms, increased professionalism preparation publications

in of

3stablish open ,transparent and effective sharing of information St' tegi# O-2e#ti1e+B T! 'e1 (" the i( ge !& the ODP !trategy: &rand ODPP 'he image of ODPP has not been positive o(ing to various factors& "mongst the factors that have contributed to this poor image is lac7 of ade1uate capacity to offer high 1uality prosecution service as e6pected by the Kenyan Public& 'he ne( independence that has been granted to ODPP (ill go a long (ay in enabling the office to develop, design and establish the proper ODPP image& 'he ODPP being an independent office needs to be a brand so as to create a(areness to the sta7eholders and general public of the constitutional mandate the office has been assigned& It also needs branding to ma7e people a(are that the office delin7ed from 4CO& 'his (ill include comprehensive communication and implementation of our vision, mission and core values& A/%ien#e %iti)ens Ke$ (e++ ge Dranding of the ODPP Meth!%!l!g$ Improve the image of the ODPP Develop corporate identity, corporate culture and protocol manual Develop content for the ODPP (ebsite for 61 Ch nnel+ 9edia advertorials @adio and '&+ Posters, brochures, stic7ers 4cheduled E@"e#te% !/t#!(e Positive image to(ards the ODPP Increased level of a(areness amongst the sta7eholders and general public

Government 9inistries Parliament and other 4ta7eholders

interaction (ith to the staff and citi)ens Identify and promote %orporate colour-s/ for ODPP Develop corporate identity, corporate culture and protocol Develop content for the ODPP (ebsite for interaction (ith to the staff and citi)ens Identify and promote %orporate colour-s/ for ODPP manual :eed for decision ma7ers understand the need to ensure enough resources are allocated for prosecutorial services

radio and '&+ tal7 sho(s2 :e(s and feature articles, brea7fast meetings and :ational annual collo1uium

Bigher profile the ODPP

of

Increase in 5 of general public in support of the ODPP

Drea7fast meetings, 9edia briefings, "nnual reports distribution

Detter and 7no(n ODPPs mandate vision, mission

4.5.4.4. St' tegi# O-2e#ti1e+B 'o revamp the image of the ODPP. 'he image of ODPP has not been positive o(ing to various factors& "mongst the factors that have contributed to this poor image is lac7 of ade1uate capacity to offer high 1uality prosecution service as e6pected by the Kenyan Public& 'he ne( independence that has been granted to ODPP (ill go a long (ay in enabling the office to develop, design and establish the proper ODPP image& 'his (ill include comprehensive communication and implementation of our vision, mission and core values& %&'&%&(& Strategic o jective) To create public and stakeholder awareness 'he ODPP has in the past underta7en surveys and its results have indicated that members of the public and some sta7eholders have little or no 7no(ledge of ODPP& 'his a(areness gap (ill be resolved by proactively creating more channels of communication that (ill enhance public and sta7eholder a(areness of prosecution services& 62

A/%ien#e Government 9inistries Parliament and other 4ta7eholders

Ke$ (e++ ge :eed for decision ma7ers understand the need to ensure enough resources are allocated for prosecutorial services

Meth!%!l!g$ 3ngage government decision ma7ers, sta7eholders, media and citi)ens& 'o create public and sta7eholder a(areness Beighten a(areness of ODPPs role in compliance (ith the la( Documentation and dissemination of I&3&% materials

Ch nnel+ Drea7fast meetings, 9edia briefings, "nnual reports distribution 9aintaining an effective and updated (ebsite %oordinate publicity during functions for the ODPP 3ngage the public in matters relating to ODPP

E@"e#te% !/t#!(e Detter and 7no(n ODPPs mandate vision, mission Increase in 7no(ledge of reforms among policy and decision ma7ers Increase in number of community=civil society initiatives in form of forums

ANNEC THREE PERFORMANCE MEASURESD INDICATORS In%i# t!'+ <nderstanding of mandate S!/'#e+ !& ;e'i&i# ti!n ODPP :e(s items %4Os reports Aeedbac7 through public complaints %ustomer satisfaction survey 4taff participation in the Internal communication audit conducted in the communication process office " (ebsite in place 3n1uiries E traffic of visitors online, @adio programs produced and @adio E '+ call ins, Print letters to the editor 63

aired by "pril !1 Discussions and debates conducted on radio E '+ by the Director of Public Prosecutions 4tarting Aebruary !1 " five minute +ideo documentary produced and aired on '+ by "pril !1 &'he same clip (ill be shared (ith :%%K for use in their advocacy programs0 'he e0 :e(sletter produced and distributed by Aebruary !1 " %ase Progress @esearch 4ystem in place by 9arch !1 -@efer anne6 #/ " public Perception @esearch system in place by 9ay !1 " %ustomer 4atisfaction 4urvey in June !1

3n1uiries and e6changes from among sta7eholders E peers through letters, emails, courtesy calls :e(s clippings 9onitoring of ODPP related content in print and broadcast media and the resultant ne(s clips and cuttings -@efer "nne6 #/ :e(sletters circulated and monitoring of readership Publishing of ODPP in other journals=publications %ase Progress @esearch 4ystem in place Public Perception @esearch 4ystem in place %ustomer 4atisfaction 4urvey !1 @eport

64

ANNEC FOUR COSTING FOR DPP9S OFFICE RESEARCHON PROGRESS OF LITIGANT9S CASES 1 $e ' !& ##e++ - +e% !n 40 0/e+ti!n+ 4h1,?!!,!!!

5 (!nth+ ##e++

4h,#!,!!!

'he survey (ill need appro6imately ! 1uestions2 the brea7do(n for every 1uarter comes to2 C!("!nent+ 'echnical analysis and preparation "dministration costs T!t l C!+t+ 4h,!!,!!!&!! 4h#!,!!!&!! Sh570.000.00

"reas to be e6amined (ill include2 Demographic details Date of case initiation Progress of case Obstacles in the case "bsence= corruption "dministrative hitches, etc Presence of

65

ANNEC FI;E

EFUIPMENTDOFFICE INFRASTRUCTURE ITEMSDACTI;ITY PURPOSE COST PER NO OF TOTAL UNIT EKSHA UNITS COST EK+h+A 1 ,!!,!!!

A C!("/te'+ %omputer P% for Data 4torage, ,!!,!!! graphic and editing Bosting of (ebsite and internet connectivity Captop-(ith macboo7 pro inch P"9/ Aor graphic design 1#!,!!! 1$ and broadcast editing 1#,!!! ,!!! ,,!!! #!,!!! 1#!,!!! H!,!!! 1#!,!!! 1, !!,!!!

,!!,!!!

-A C!("/te' A##e++!'ie+ 9odem Printing, Data 36ternal Bard Dis7 storage E Dac7 up, drive Internet over $!! GD %onnectivity #A Othe' O&&i#e E0/i"(ent Photocopier-comple Beavy Duty te (ith scanner Printing and =or EAa6/ Photocopying of documents for Printer Overhead projector media E Office E C%D 9onitor and distribution Overhead projector 4creen during +ideo %amera -BD/ used presentations Aor gathering ne(s and documenting events Digital 4till %amera Photography for -D$!!! :i7on/ ne(sletters, (ebsite, media '+ 4et Aor content monitoring and 66

, , 1 1 1 1

,!,!!! H,!!! I,!!! 1!!,!!! 1#!,!!! H!,!!! 1#!,!!! 1, !!,!!!

1,!!!,!!! ,!,!!!

1,!!!,!!! H!,!!!

broadcast clips playbac7 @adio 4et Aor monitoring ?!,!!! radio programs (e are sponsoring and listen to the call0ins @ecorder Aor @ecording E !,!!! playbac7 of content for analysis %A In h!/+e t' ining !& +t && Alip chart 'rainer Photocopier

?!,!!!

?!,!!!

Aor training $!!!&!! 1 sessions Developing of :o %ost %urriculum Photocopying 4tationery from materials 4tores eA P/-li# Pe'#e"ti!n Re+e '#h 'hree months 'o gauge public ,#!,!!! 1 access perception and use findings to develop instruments for the %ustomer satisfaction survey in June !1 &AC/+t!(e' S ti+& #ti!n S/'1e$ 'o be carried out in Developing ,#!,!!! 1 June !1 instruments Data collection Procuring consultant to analyse data gA Di++e(in ti!n !& ( te'i l+ in &iel% +t ti!n+ Developing :o cost %urriculum Per diem hA H!tline DTele"h!ne 9obile Phone Aor #,!!! "irtime communicatio n Botline 'his (ill be at :ot the Public costed complaints here 4ecretariat iA OTHER OFFICE EFUIPMENT I pad Aor sending E 1#!,!!! receiving 67

$,!!!

,#!,!!!

,#!,!!!

1!,!!!

,!!,!!!&! !

+ideo @ecorder=player +ideo 9onitors

feedbac7 on ne(s articles in the field 'o record and #!!,!!! play bac7 audiovisual clips 'o run audio #!,!!! video clips in the visitors* room=Cobby 1.!,!!!

#!!,!!!&! ! #!,!!!&!!

2A. C!((/ni# ti!n A#ti1itie+DMe%i :e(sletter @esearch for content E photographic materials Designing Printing @adio Programmes @esearch E recording of intervie(s "iring 9edia brea7fast -in 9edia 7it January !1 / Botel @eservation E 9eals ;ebsite Designing Bosting *AP'!%/#ti!n !& !the' IEC ( te'i l+ Drochures Aliers 4ourcing materials ;riting 3diting Production Distribution

,H!,!!! editions

1,!!!,!!!

1,!!!,!!!

#!!,!!! ,!!,!!!

#!!,!!! ,!!,!!!

,!!,!!!&!!

,!!,!!!

lA T' ining !& "'!+e#/t!'+ !n in&!'( ti!n ( n ge(ent +*ill+. "/-li# +"e *ing n% C!%e !& C!n%/#t In house training 'o build capacity In house and on public utilise communication stationery from the stores (A P/-li# F!'/(+Din h!/+e "ee' %e- te+ 4taff sta7eholders and 'o share "s per BOD e6periences and preparations=b sharpen peers udgets

= %i++e(in ti!n

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ANNEC SIC

PERFORMANCE MEASURESD INDICATORS In%i# t!'+ <nderstanding of mandate S!/'#e+ !& ;e'i&i# ti!n ODPP :e(s items :GO reports Aeedbac7 through public complaints %ustomer satisfaction survey 4taff participation in the Internal communication audit conducted in the communication process office " (ebsite in place @adio programs produced and aired by "pril !1 Discussions and debates conducted on radio E '+ by the Director of Public Prosecutions 4tarting Aebruary !1 " five minute +ideo documentary produced and aired on '+ by "pril !1 &'he same clip (ill be shared (ith :%%K for use in their advocacy programs0 'he e0 :e(sletter produced and distributed by Aebruary !1 " %ase Progress @esearch 4ystem in place by 9arch !1 -@efer anne6 #/ " public Perception @esearch system in place by 9ay !1 " %ustomer 4atisfaction 4urvey in June !1 3n1uiries E traffic of visitors online, @adio E '+ call ins, Print letters to the editor 3n1uiries and e6changes from among sta7eholders E peers through letters, emails, courtesy calls :e(s clippings 9onitoring of ODPP related content in print and broadcast media and the resultant ne(s clips and cuttings -@efer "nne6 #/ :e(sletters circulated and monitoring of readership Publishing of ODPP in other journals=publications %ase Progress @esearch 4ystem in place Public Perception @esearch 4ystem in place %ustomer 4atisfaction 4urvey !1 @eport

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Anne@ Se1en BASIC INFORMATION ON THE OFFICE OF THE DIRECTOR OF PUBLIC PROSECUTIONS Bave you ever been challenged to provide certain information -1uantitative or descriptive/ about this institution and you reali)e that you didn*t have any or (hat you had (as not so0convincingG ODPP proposes to develop a data0base by pac7aging public prosecution

information=data& Please list the most common 1uestions that you have been as7ed about public prosecution and particularly the ODPP that you have been as7ed -or you struggled (ith/& Please fill your responses using the format belo( and also summarise your thoughts on this topic -in one sentence/ as provided after the table& 3mail infoOodpp&go&7e :o Nuestion -not in any se1uence/

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Anne@ Eight ODPP COMMUNICATION AND MEDIA STRATEGY MATRIC 'he matri6 gives a summary of each specific strategy that (ill be used to be able to communicate (ith our internal and e6ternal sta7eholders, the 7ey messages and the channels to be used& 'o note8 In addition to using the (ebsite to ma7e our publications available, ne(s releases (ill also posted online& ;ee7ly :e(s releases (ill be sent over the ne(s (ires, by fa6 and email to all journalists (ho have follo(ed the ODPPFs activities& 'iming is critical& "ny release distributed after 8!! p&m& ris7s being overloo7ed because assignment editors have already established the dayFs priorities& 9edia calls (ill initially be directed to public communications office, (ho should ans(er as many 1uestions as possible and arrange for the Director-(ho is the designated spo7esperson as per the %ode of @egulations/ to elaborate and tac7le more comple6 1uestions& 'he Public %ommunications Office shall prepare the Director by revie(ing difficult Nuestions E"ns(ers and simulating an intervie( (hen necessary& "s and (hen it is necessary the public communications officers (ill attend intervie(s in order to help (ith additional materials li7e pictures etc

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