Kenyan elections have been characterized by ethno-political conflict since 1992 in which many people have been killed and others evicted, but 2013 was an exception. Studies investigating 2013 elections in Kenya do not address the pragmatic choices of presidential campaign discourse in conflict management.The proposed study will analyze the lexical pragmatic choices of 2013 Kenyan presidential campaign discourse in conflict management. The study area is Tarakwa, Uasin Gishu, Kenya. The study populations are the eight presidential candidates, 150 campaign speeches and 37,683 residents of Tarakwa. Four presidential candidates, twenty speeches and Tarakwa will be purposively sampled. Data will be collected through recording and Focus Group Discussions. The results will be verified through triangulation and piloting of Focus group discussion in Nakuru. The study will reveal how presidential candidates employed different pragmatic choices in the campaign discourse and their relevance in conflict management.