Mercy Ndirangu-MPRSK

11/10/2025

I enjoyed listening to Roseline's story as I put this article together piece by piece for The Star. Storytelling still remains a powerful tool in communication.
From stages in Kenya and Seattle to county government policy discussions, demonstrates how traditional Kenyan storytelling isn't just surviving in the digital age, it's driving real social justice and legal reform.

Her journey from hearing stories around evening fires in Siaya County to becoming a Moth Ambassador and international widow rights advocate shows us something profound: the narrative structures that made our grandmothers' tales memorable are the same ones that make policy arguments compelling today.

With 15.1 million Kenyans online, we have a generation uniquely positioned to bridge oral traditions with digital platforms, not just for preservation, but for transformation.
Storytelling isn't soft activism. It's strategic advocacy that moves hearts, shifts minds, and changes laws.

Read the full piece: https://www.the-star.co.ke/opinion/star-blogs/2025-10-10-when-wisdom-meets-wifi-how-traditional-kenyan-storytelling-finds-new-life-online

In Kenyan villages, storytelling has always been sacred

10/10/2025

I recently joined a powerful panel convened by the , alongside Jael Lieta, Abraham Mariita, and Jacob Nyukuri, MPRSK. We tackled one of journalism's most urgent challenges: rebuilding hashtag amid AI-driven misinformation and hashtag .

A fake confession, a doctored video, or manipulated audio can now trend faster than the truth. For journalists, "evidence" can no longer be trusted at face value. For organisations, one deepfake can shatter years of reputation in minutes.
Fact-checking initiatives like and do vital work, but they're racing against algorithms built for virality, not accuracy. The real crisis isn't just misinformation, it's the collapse of trust itself.

Media Council of Kenya's 2024 State of the Media Survey shows mainstream media still holds significant trust:
66% trust TV news
65% trust radio news
59% trust newspapers & legacy media social handles
53% trust online news sites
Kenyans still verify news with mainstream outlets before believing it. This trust is our foundation, but it's fragile and demands rigorous, well-researched journalism that actively discredits misinformation. So what do you think is the best way forward?
1. Prebunk, don't just react: Educate audiences on manipulation tactics before they encounter fakes
2. Embrace radical transparency: Own mistakes, share verified sources
3. Activate community networks: Trust is local. Engage grassroots educators, faith leaders, and youth groups
4. Break down silos: Journalists, PR teams, tech platforms, and regulators must collaborate
5. Make digital literacy cultural: Critical thinking belongs in everyday conversation, not just classrooms are a problem. Trust is a human one. We rebuild it through verified stories, transparent practices, and communities that choose truth over virality. The 2024 data shows we haven't lost this battle yet—but we must act now.

How is your organisation combating misinformation?

15/11/2024

I'm excited to present my paper on Use in : Bridging the Gap in Audience Engagement at today's (GCRA). This year's theme, in the : Transformations, Innovations, and Challenges in , is especially relevant as we explore the intersection of AI and communication in emerging markets. Some of the findings from my paper include:

#1 Improved Personalized Communication
AI enables organizations to tailor interactions to individual needs and preferences, fostering deeper audience connections.
Example: Nation Media Group's AI-driven content recommendation system personalizes news delivery, enhancing reader engagement and loyalty (Sharma & Kaur, 2020).

#2 Increased Customer Satisfaction
AI tools such as chatbots provide instant support, reducing wait times and improving the customer experience.
: Safaricom's chatbot, Zuri, allows users to manage M-PESA accounts and retrieve information instantly, leading to higher satisfaction and retention rates (Nyaga, 2021).

#3 Enhanced Engagement Across Sectors
AI's ability to analyze user data and adapt communication strategies helps businesses and media companies engage audiences more effectively.
: Kenya Commercial Bank's chatbot, Jasper, not only automates responses but also personalizes customer interactions, making banking services more accessible and engaging (Adam et al., 2020).

#4 Broader Reach and Inclusivity
AI-driven public health and agriculture solutions bring essential information to underserved communities, bridging gaps in knowledge and resources.
: IBM's AI tools support Kenyan farmers with crop management advice, improving agricultural productivity and supporting food security (Singh & Singh, 2021).

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Eliminate Bias in Algorithms: AI developers should ensure their algorithms are free from bias by collaborating with local developers to capture the cultural nuances of Kenyan communities, promoting fairness and inclusivity.

Local Language and Cultural Adaptations: AI tools should be designed to accommodate local languages and cultural contexts, making them more accessible and relatable for diverse Kenyan populations.

User-Centered AI Design: Involve local stakeholders in the design process to create AI solutions that address real needs and concerns, fostering broader acceptance and practical engagement.

The paper contains more details that will be informative for anyone designing tool targeting . Check out the GCRA website (https://gcra.info/upcoming-conference.php ) for the full paper.
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25/04/2024