An Investigation into the Use of Online Media as Public Relations Tool for the Ministry Of Information, Communication and Technology in Nairobi

Abstract

This descriptive, quantitative research study investigated deployment of online media for PR by the Ministry of Information, Communication and Technology (MICT) and its agencies in Nairobi. The objectives were to investigate whether MICT had deployed online media and to establish whether the online media was in use for PR. The target population was 30 PROs. A self-administered questionnaire was adopted as the data collection tool while the Statistical Package for Social Sciences (SPSS) was used for in-depth data analysis. The study showed that MICT and its agencies had embraced and were making use of online media for PR though they had not been undertaking research to measure information that employees communicated via online media; did not undertake communication audits to establish the communication tools in place and those that are actually required. They also lacked communication policies to guide both the employer and employees on the use of online media. The conclusion is that though MICT and its agencies had trained and experienced PR staff, there was need for constant research to measure what information employees communicated through online media; continuous communication audits to establish communication tools in place against the required ones while communication policies should be put in place to provide guidance on the use of online media tools at workplace. The recommendation is that MICT and its agencies should undertake comparative studies to establish how other sectors, both public and private, compare in the deployment and actual use of online media for PR.