Anne Lichuma

Host and Moderator: Communication Conversations

[Anne Lichuma @AnneLichuma]

Good policies can fail not because they are poorly designed or lack evidence but because people don't understand, trust , or see their relevance

I explore why communication is becoming a critical factor in policy acceptance and governance success

Read https://t.co/ClgPnthAn8

[Anne Lichuma @AnneLichuma]

Looking forward to speaking @UnilagNigeria Public Relations and Advertising Club session on Understanding Corporate Communications: Internal, External, and Everything in Between.

[Anne Lichuma @AnneLichuma]

@dachiDP @jackielidubwi This is a powerful point, Institutional narratives are ultimately validated through culture, decisions & lived experience & People pay attention to what institutions reward, prioritize & practice.
#CommunicationConversations
#TheNarrative

[Anne Lichuma @AnneLichuma]

@jackielidubwi What role should leadership play in shaping and sustaining institutional narrative?
#CommunicationConversations
#TheNarratvie

[Anne Lichuma @AnneLichuma]

Thank you for joining today’s #CommunicationConversations

Appreciation to our discussant @jackielidubwi and everyone who contributed.

Follow the hashtag for upcoming conversations

[Anne Lichuma @AnneLichuma]

@jackielidubwi thank you so much for your insights on today's #CommunicationConversations

Key takeaway: Narratives are strongest when institutions communicate authentically, listen actively, and align words with action. Appreciated engaging with everyone on

#TheNarrative

[Anne Lichuma @AnneLichuma]

@jackielidubwi @jackielidubwi This reflects the evolving role of comms in modern institutions. Effective communication is no longer defined by how well messages are controlled but by how well they build relationships, respond to public concerns & sustain trust
#CommunicationConversations

[Anne Lichuma @AnneLichuma]

@jackielidubwi What role should communication play in that shift? #CommunicationConversations
#TheNarrative

[Dr. Jackline Njagi Lidubwi @jackielidubwi]

@AnneLichuma Narratives are strongest when institutions communicate authentically, listen actively, and align words with action. Appreciated engaging with everyone on #CommunicationConversations #TheNarrative.

[Anne Lichuma @AnneLichuma]

@jackielidubwi I agree, this are important strategies for communicators to embrace

[Anne Lichuma @AnneLichuma]

@jackielidubwi What is the one shift institutions need to make to better align narrative with action and build credibility?
#CommunicationConversations
#TheNarrative

[Anne Lichuma @AnneLichuma]

@jackielidubwi Very true. In today’s communication environment, credibility is built less through controlling information & more through transparency, responsiveness & authentic engagement
#CommunicationConversations
#TheNarrative

[Anne Lichuma @AnneLichuma]

@jackielidubwi How do media, public sentiment, and digital platforms influence institutional narrative?
#CommunicationConversations
#TheNarrative

[Dr. Jackline Njagi Lidubwi @jackielidubwi]

@AnneLichuma Institutions can shape the narrative but cannot fully control it. Trust, openness, and consistency are now more powerful than attempts to dominate the information flow. The public expects dialogue, not one-way communication.

[Anne Lichuma @AnneLichuma]

@jackielidubwi With this in mind, can institutions realistically "control" narrative or they can only influence it
#communicationconversations
#TheNarrative

[Dr. Jackline Njagi Lidubwi @jackielidubwi]

@AnneLichuma Media and digital platforms have democratized narrative creation. Today, a single citizen with a smartphone can significantly influence public opinion. Public sentiment spreads faster online, so institutions must monitor conversations, engage authentically, and respond quickly.

[Anne Lichuma @AnneLichuma]

@jackielidubwi With this said, at what point does narrative shift from being owned to being shaped externally
#communicationconversations
#TheNarrative

[Dr. Jackline Njagi Lidubwi @jackielidubwi]

@AnneLichuma During service outages or scandals, institutions such as utilities or airlines frequently issue statements after public frustration has already escalated online.

[Anne Lichuma @AnneLichuma]

@jackielidubwi Great, you have also responded to my other concern on communicators in regards to shaping narratives or reacting to it
#communicationconversations
#TheNarrative

[Anne Lichuma @AnneLichuma]

@jackielidubwi to what extent do communication teams actually control narrative versus managing perception after the fact?
#CommunicationConversations
#TheNarrative

[Dr. Jackline Njagi Lidubwi @jackielidubwi]

@AnneLichuma Communication teams increasingly operate in a reactive environment. In many cases, they manage perception after events unfold. However, proactive communication, stakeholder listening, and timely engagement can help shape conversations before misinformation fills the gap.

[Dr. Jackline Njagi Lidubwi @jackielidubwi]

@AnneLichuma @KenyaAirways @SafaricomPLC brand narrative is not shaped only by advertisements, but also by customer experiences with M-Pesa services, network reliability, and conversations happening online daily. In today’s environment, public experience often speaks louder than official communication.