Is President William Ruto Facing a Global Publicity Crisis?

As domestic unrest in Kenya grows, President William Ruto’s carefully crafted global image is unravelling. Internal discontent is eroding Ruto’s international standing, which can potentially damage Kenya’s position as a regional sanctuary.

Written by Winnie Rugutt and Fridah Njoki

May 11, 2025

Illustration by Charles Owen / THE REPUBLIC.

President William Ruto’s early days in office were marked by a strong focus on championing African interests on the global stage. His advocacy touched on various transnational issues such as the de-dollarization of international trade, the pressing need for climate action and the long-overdue reform of the United Nations Security Council. These bold stances earned him quick recognition as a vocal advocate for the continent’s aspirations.

In April 2024, President Ruto consolidated this global recognition when Time Magazine named him one of the 100 Most Influential People of the Year, underscoring his growing stature on the international stage. Ruto’s leadership in convening the landmark African Climate Summit in Nairobi the previous year, in September 2023, was pivotal in promoting his positive image on the global scene.

The Nairobi Summit, which attracted several heads of state, climate experts and development partners, culminated in pledges amounting to $23 billion; while Ruto’s brand of climate advocacy extended beyond energy solutions to interrogate the pernicious structural economic challenges hindering Africa’s capacity to meet its climate goals. Ruto stood out as a vocal proponent of debt relief for African nations, arguing that the crushing debt burdens leave many countries with little fiscal room for investments in sustainable development. This narrative gained traction among African leaders, with many acknowledging the interconnectedness of debt challenges and climate aspirations. His speeches often carried a pan-Africanist undertone, calling for solidarity among African nations to demand climate justice and greater financial commitments from the ‘Global North’.

But Ruto’s newfound prominence on the international stage also coincided with mounting challenges at home in Kenya. High inflation and rising unemployment spurred widespread discontent, further fuelled by the controversial Kenyan Finance Bill of 2024. The bill, which proposed increased taxes on essential goods, sparked intense public frustration and prominent backlash. Although the bill was ultimately not passed into law, the very proposal ignited widespread protests, particularly among youth in urban zones, who felt increasingly marginalized and disillusioned by the government’s policies.

This wave of economic discontent was compounded by growing perceptions of poor governance and persistent corruption scandals involving key figures within Ruto’s administration. Together, these issues have eroded the president’s domestic standing, fostering a burgeoning movement of opposition against his leadership.

The dissonance between Ruto’s shining international advocacy and ailing domestic governance has exposed a gap that has become a core aspect of his continuing publicity crisis. The shift from celebrated global advocate to embattled president raises questions about how domestic public perception and global popularity could be shifting and interconnecting for President Ruto.

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About the Author

Winnie Rugutt

is a lecturer in the Department of Diplomacy and International Studies at the University of Nairobi. She also serves as the program lead for the Africa centre for the study of the United States, University of Nairobi.

About the Author

Fridah Njoki

is a lecturer at the Department of Diplomacy and International Studies at the University of Nairobi and a Ph.D. candidate in International Studies.

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Is President William Ruto Facing a Global Publicity Crisis?