Communication Gaps in Sustainable Land Use: Corporate and Community Engagement Challenges among Maasai Conservancies in the SOKENOTA Corridor

Abstract: The SOKENOTA corridor, encompassing Maasai conservancies in Kenya and Wildlife Management Areas in Tanzania, represents a socio-ecological nexus where pastoralist livelihoods, wildlife conservation, and climate variability intersect. This study investigates communication gaps in sustainable land use, highlighting corporate communication (CC) and public relations (PR) challenges affecting community engagement and development interventions. Integrated field observations, household surveys, and focus group discussions across 11 sites reveal constraints including pasture degradation, water scarcity, human-wildlife conflicts, and cross-border resource competition. Livelihoods remain dominated by pastoralism and smallholder agriculture, while emerging enterprises—carbon credits, NTFPs, tourism—are underdeveloped and inequitably accessed. Women and youth emerge as pivotal actors for resilience, yet traditional communication strategies often marginalize their participation. Findings underscore the need for evidence-based, culturally tailored, and inclusive CC/PR strategies to build trust, enhance governance transparency, and facilitate adoption of climate-smart practices. Coordinated cross-border messaging and stakeholder engagement are critical for sustaining livelihoods, ecosystem integrity, and development outcomes.