An Evaluation of the Role of Public Relations in Kenya: A Study of Public Relations Practitioners in Kenya

Abstract

The purpose of the study was to evaluate public relations (PR) practice in Kenya among Public Relations Society of Kenya (PRSK) members. The objectives of the study were to; assess the current roles played by PR practitioners in Kenya, determine the level of awareness of top management on the significance of PR in Kenya and identify the challenges faced by PRSK members in execution of their roles. The study was carried out on PRSK members, and 4 interviews conducted with top management in 4 organizations in Kenya. The study used mixed methods where the researcher combined qualitative and quantitative data collection methods. Data was collected using questionnaires and interviews and analysed using the Statistical Package for Social Sciences. The study found out that PR plays an important role in the functioning of the organization. The study also identified the different roles played by PR practitioners in the field, some which supported the study’s literature review. The study also identified the different challenges faced by PR practitioners in the field which limit their effectiveness. The study concludes that PR practice positively impacts on the delivery of services. The study recommends that strong and well-integrated PR departments should be established in an organization and sufficiently funded like other departments in the organization to ensure its success. The study also recommends that PRSK should seek for regulation of the practice by lobbying with the government to recognize it as a body with statues to govern its practice.