Safaricom receives publicity worth millions

Safaricom's publicity was boosted by the initial public offer (IPO) in the second quarter of 2008. 86% of the company's publicity was positive, 10% was neutral and 3% was negative.

At the beginning of the year as Kenya dealt with political unrest following a contentious presidential election results, most companies had to compete for publicity with politics which dominated the first quarter of the year. Corporate news flourished in the second quarter especially with the Safaricom IPO. Other issues that stole the limelight from companies included the global economic crisis, the Media Bill and the American election.

On general public opinion of activities and associations, Safaricom, Equity Bank and Zain topped the list in companies that have contributed most to the welfare of the communities where they operate. People interviewed said education, health and water and sanitation are areas big companies should support.

“The measurement of organisational performance has moved away from financial returns only, to the triple bottom line made up of social, economic and environmental,” says Peter Mutie, chairman of the Public Relations Society of Kenya (PRSK). The MPI was developed by research company, the Steadman Group in consultation with PRSK.