Timing and Transparency in Crisis Communication Management: Enhancing Public Perception within Public Institutions in Kenya. A Case Study of Kenya Agricultural and Livestock Research Organization (KALRO)

Abstract

This study presents systematic research findings on the effects of timing and transparency as a
crisis communication management strategy employed on enhancing a positive public perception
within public institutions focusing on Kenya Agricultural and Livestock Research Organization
(KALRO). During a crisis situation it is vital for organization to understand the importance of
effective messaging which is timely and transparent. Anchored in the Situational Crisis
Communication Theory (SCCT), which provides a theoretical framework for understanding how
communication strategies influence public responses, this study aims to fill mainly the
methodological gap as well as contribute to contextual gap on studies around crisis
communication management strategies on enhancing a positive public perception. In past studies,
scholars have capitalized mainly in either qualitative or quantitative research methods hence
underuse in mixed research methods. This study uses descriptive research designs. A sample size
of 88 CRI staff will be used for quantitative study while content analysis of case studies of crisis
experienced in 2025 was analyzed. Quantitative data was analyzed using SPSS, while thematic
analysis was applied to qualitative data. Key findings revealed that while mainstream media had a
modest influence in messaging, timing and transparency were fundamental, social media emerged
as the paramount factor, accounting for 69.7% of the variance in positive public perception. The
study concludes that a proactive, timely and transparent communication, is key in safeguarding
an organization’s reputational capital during crises.