Following the change from PPOA to PPRA, the organization undertook a rebranding exercise to introduce and rollout the new brand, geared towards aligning the brand promise of the organization to the expectations of its internal and external stakeholders.

The Public Procurement Regulatory Authority (PPRA) is responsible for;

1. Enhancing efficiency of utilization of public resources
2. Ensuring fiscal stability in both government and private sector
3. Strengthening governance and transparency in the management of public finances.

PPRA’s Mission statement

To “facilitate access to procurement opportunities by enabling regulation that fosters value for money for national socio-economic development”.

The organization had largely remained unknown to a big part of its stakeholders and the public. Even though its name makes reference to its mandate, awareness of PPRA’s existence and role it plays in Kenya’s economy was low.

PR Objectives

BSD groups assignment was to create engagement with stakeholders with a view to;

1. Inform staff of the new brand identity – create meaning and ownership
2. Inform the public about PPRAs existence and mandate
3. Roll out its new brand identity
4. Create avenues for media engagement
5. Open up channels for engagement with its various stakeholders
6. Reinforce PPRAs contribution to a fair, equitable spending of government resources
7. Ensure the public get value for money

These were informed by PPRA’s enhanced mandate coming from a past where there was low awareness, resistance from procurement entities disregarding public procurement procedures.

Expected outcomes

1. Media coverage of brand launch
2. Top of mind brand identification and name recall
3. Familiarization of PPRA spokesperson to the public and stakeholders
4. Build image and reputation as a protector of public resources
5. Become the source of information for media on procurement integrity and best practice