• Institutions of higher learning and professional bodies have a chance to address this. Short courses in PR, journalism, photojournalism, and crisis communication could transform EAs into strategic assets for their principals.

In Kenya’s fast-paced digital communication era, executive assistants (EAs) and personal assistants (PAs) to public figures are increasingly finding themselves on the frontline of public communication often without formal training in media practice.

Public figures today rely heavily on social media to connect with constituents, shape their image, and push their agendas. With information flooding the internet at breakneck speed, audience fatigue is real, making strategic and professional communication more critical than ever.

Yet, many PAs remain trained only in VIP protocol and office management, overlooking the core public relations (PR) and crisis management skills their roles now demand.

Beyond drafting speeches or arranging schedules, these assistants frequently handle official communication, post images online, and even respond to public criticism.

Unfortunately, the quality of photographs and videos released from many VIP events often betrays a lack of professional photojournalism, a gap that can dilute the intended brand message. Crisis situations, too, can quickly spiral when managed by untrained hands, leading to reputational damage that could have been avoided.

Institutions of higher learning and professional bodies have a chance to address this. Short courses in PR, journalism, photojournalism, and crisis communication could transform EAs into strategic assets for their principals.

The Centre for Parliamentary Studies and Training (CPST) and the Kenya School of Government, for instance, could integrate such training into their programs for staff in the legislative and executive arms of government.

Kabarak University has already taken a step in this direction with its Postgraduate Diploma in Mass Communication. The one-year program, covering 14 units over two semesters, introduces students to PR, journalism, photojournalism, media law, and ethics, all crucial for today’s digital communication landscape.

Under the leadership of Dr. Michael Ndonye, the university’s School of Music and Media is also exploring a Master’s program in Mass Communication and Public Relations, opening further opportunities for EAs to professionalize their skills.

For those who cannot commit to long-term study, short, intensive courses of two weeks could offer a practical fix to an urgent problem. As Spanish sociologist Manuel Castells observed, in the network society, power flows through digital networks. Without skilled communication aides, public figures risk losing control of that power.

In the digital age, the question is no longer whether executive assistants should learn PR and media skills, it is how soon they can start.