Date of Award

2025

Degree Type

Thesis

Degree Name

Master of Arts (MA) in Digital Journalism​

First Advisor

Nancy Booker

Second Advisor

Hesbon Owila

Department

Graduate School of Media and Communications

Abstract

Digital communication tools have revolutionized corporate communications. These digital communication tools have come to enhance communication efficiency, but the reality for corporates in Kenya reveals a complex web of challenges not just in uptake but also in how these tools have made corporates leverage the digital platform to tell their own stories without the gatekeeping rigors of legacy media. The primary objective of this study was to explore how corporate communication functions have optimized the uptake of digital communication tools. The specific objectives of the study were to explore the uptake of digital communication tools in corporate organisations’ marketing communications, explore the use of digital communication tools in corporate organisations’ public relations, explore the influence of digital transformation on internal communications of corporate organisations in Kenya and analyse corporate organisations' appropriation of digital communication tools in digital storytelling. The Media Richness Theory and Technology Acceptance Model guided the study. An exploratory design was employed in the study. The study used primary data collected using a structured questionnaire and an interview schedule from Safaricom. Data analysis was done using SPSS. The results indicated that the digital tools used by Safaricom PLC in managing public relations were social media platforms, social media monitoring tools, webinars and online events. The study further established that digital communication is a significant determinant of Safaricom’s internal communication. Social media was found to be the most used digital tool due to its real-time interaction capabilities and cost-efficiency. The study recommended that Safaricom prioritize a strategic, well-resourced and employee-inclusive approach and adopt a strategic one. This includes integrating social media channels with company’s communication management systems to enhance engagement and monitor public sentiment effectively. Training public relations teams to leverage these tools for real-time interaction and crisis management ensures swift and impactful communication.

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