External communication at the National Environmental Management Authority (NEMA) in Kenya : an understanding of communication with stakeholders

Abstract: This paper has investigated and tried to understand what the staff in National Environmental Authority (NEMA) and the Stakeholders view and think about their relations. It has also tried to investigate the communication strategies that are used by the organisation in dealing with stakeholders as well as the goals and objectives of the communication methods used. Over and above, the paper also highlights the problems that the organisation and the stakeholders encounter in the way it communicate. In general the findings show that the relation is mostly in the environmental policies, guidelines and rules enforcement where NEMA is mandated by the Act or Parliament to carry out that duty. The relationship between NEMA and stakeholders is enhanced through communication which is mainly done through letters. It was also clear that the main method used to communicate the policies, is by gazetting the policies and the stakeholders are expected to comply with the rules and guidelines within 14days. The problems experienced include policy clashing among the government agencies, ministries and parastatals, poor consultation on environmental policy development and formulation whereby NEMA is accused by the stakeholders of not involving them on this. Another problem that is featured is that NEMA-Stakeholders’ relationship is felt like 'boss-servant' one. Some recommendations on how to improve on the problems cited are given. For example NEMA should improve on consultation and try and involve the stakeholders in policy formulation so that they can be able to jointly learn, understand and own those policies. This will make it easier for the stakeholders to implement those policies. In order to improve on the relationship with stakeholders, and a high likelihood of people accepting to implement the policies and guidelines, NEMA should come up with a communication strategy that would help them to achieve this. For example, Community based social marketing would be a good model as it helps the communicator identify the barriers that inhibit people from engaging in a sustainable behaviour, it also identifies the target group and the goals of communication and above all it gives a chance for piloting the strategy in order to assess its effectiveness. It is imperative that the target group needs are identified in order to come up with a communication strategy that will take those needs into account.