Major factors affecting the use of public relations as a marketing communication tool in Kenyan organizations

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Linda Onyuka.pdf (134.28 KB)
Date
2009
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University of Dar es Salaam
Abstract
The overall objective of the study was to investigate the major factors affecting the use of PR as a marketing communication tool in Kenyan organizations. It aimed to establish how Managements’ training and perceptions; positioning in the management structure and nature of the PR function, PR practitioners’ skills and professionalism and type of organizations affected the use of PR in organizations in Kenya. The study used a descriptive design. Survey data was gathered from various corporate organizations and PR agencies in Nairobi, Kenya. Various statistical analytical tools were used to analyze the responses of 100 respondents drawn from the above organization. The study established the following:- Although most top managers perceived the PR function as important, they rarely included the PR manager in the organizations’ decision making organ; The PR function in most organizations in Kenya was perceived as a line or support function and not a management position in the organizational management structure; PR practitioners generally had no educational background in PR and professional PR skills were not a major consideration during recruitment of PR staff. It was concluded that PR is yet to attain full recognition as a marking communication tool in Kenya and it was recommended that top management be sensitized by the Public Relations Society of Kenya (PRSK) among others, on the contribution, relevance and importance of PR to their organizations.
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Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class Mark (THS EAF HD59.K4O69)
Keywords
Public relations, Communication in organization, Kenya
Citation
Onyuka, L (2009) Major factors affecting the use of public relations as a marketing communication tool in Kenyan organizations, Master dissertation, University of Dar es Salaam
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http://41.86.178.5:8080/xmlui/handle/123456789/10107
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Masters Dissertations