Browsing School of Communication by Issue Date
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Muchemi, Leah (Daystar University, School of Communication, April , 2010)[more][less]
Abstract: The realization by banks that they need to be socially responsible to secure their existence in society is driving them to spend lots of money in trying to reach out to the external publics while giving little consideration for internal publics. This makes the internal publics feel left out and are likely to form unfavourable attitudes and perceptions towards the practice of Corporate Social Responsibility (CSR). This study sought to find out the perceptions and attitudes held by internal publics towards CSR at National Bank of Kenya and to establish the factors that contribute to the attitudes and perceptions. The study utilized the survey method on a sample of 66 middle level employees drawn from six branches of NBK within Nairobi area. Convenience sampling method was used. Data were collected using a questionnaire and interviews. The study was informed by the functionalist theory of attitudes, the systems theory and the stakeholder theory since they were relevant in addressing attitudes and perceptions, internal publics and CSR. The findings revealed various CSR activities that NBK engages in as well as favourable and unfavourable attitudes that the internal publics hold towards CSR. Although most of the employees at NBK do not perceive CSR to be depriving them of possible salary increment, they do not willingly participate in CSR functions. This means that they do not genuinely support the organization in CSR and this is a potential threat to the success of CSR at NBK. The success of any CSR program depends on the cooperation and inclusion of all the concerned publics in order to create an interactive working relationship so as achieve the CSR goals. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3758 Files in this item: 1
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Wafukho, Pamela Khayasi (School of communication, Daystar University, April , 2010)
[more][less]Abstract: Globally, mobile telephony is one type of Information and Communication Technology (ICT) that has diffused exponentially, and in Kenya, it has spread not only in urban areas, but in rural areas as well. For a long time, rural areas have suffered from poverty due to the rural-urban digital divide and lack of access to timely information necessary for enhancing socio-economic activities. This study sought to explore the role of mobile telephony on the socio-economic lives of rural residents of Trans Nzoia district in Kenya, through an explorative and descriptive study that was guided by the Domestication Approach. It sought to establish the level of adoption of mobile telephony, and how its use had enhanced socio-economic lives in Trans Nzoia district. Quantitative and qualitative data was collected using 250 survey questionnaires distributed through stratified random sampling, and 3 focus group discussions constituted to accommodate respondents with literacy limitations. The study found that the adoption and use of the mobile phone in Trans Nzoia district had led to increased communication and enhanced socio-economic activities. Mobile telephony had been effective in narrowing down the information divide that previously existed, and its costs should be further reduced to enable more rural folk to adopt it into their daily activities, for socio-economic benefit. Description: Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3274 Files in this item: 1
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Mbugua, Beth M.G. (Daystar University, Faculty of Postgraduate Studies, May , 2010)[more][less]
Abstract: Almost three decades into the pandemic HIV and AIDS still claims the lives of many people particularly the youth. Top down and expert driven communication seems not to be working and more participatory communication is needed to communicate to the youth. The study used qualitative design to explore and evaluate the effectiveness of Magnet Theatre among the Kangemi youth. The purpose of this study was to evaluate the effectiveness of Magnet Theatre technique using the Freirian Participatory Theory to determine if Magnet Theatre is an effective peer education and HIV and AIDS communication strategy among the youth in Kangemi. Data was collected from NOPE staff, AoC and the youth aged between 14 years – 24 years in Kangemi using Focus group discussions, in depth interview, personal testimonies and direct observation. The overall feeling of the youth was that Magnet Theatre is an effective communication strategy among the youth as it is a horizontal and participatory communication that empowers the youth to critically think about their own behavior and promotes behavior change. The findings of the study underscored that the youth preferred Magnet Theatre to the top down expert driven conventional methods of communication HIV and AIDS. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3419 Files in this item: 1
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Mbugua, Beth M.G. (Daystar school of communication, May , 2010)[more][less]
Abstract: Almost three decades into the pandemic HIV and AIDS still claims the lives of many people particularly the youth. Top down and expert driven communication seems not to be working and more participatory communication is needed to communicate to the youth. The study used qualitative design to explore and evaluate the effectiveness of Magnet Theatre among the Kangemi youth. The purpose of this study was to evaluate the effectiveness of Magnet Theatre technique using the Freirian Participatory Theory to determine if Magnet Theatre is an effective peer education and HIV and AIDS communication strategy among the youth in Kangemi. Data was collected from NOPE staff, AoC and the youth aged between 14 years – 24 years in Kangemi using Focus group discussions, in depth interview, personal testimonies and direct observation. The overall feeling of the youth was that Magnet Theatre is an effective communication strategy among the youth as it is a horizontal and participatory communication that empowers the youth to critically think about their own behavior and promotes behavior change. The findings of the study underscored that the youth preferred Magnet Theatre to the top down expert driven conventional methods of communication HIV and AIDS. Description: Master Of Arts In Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3863 Files in this item: 1
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Marimba, Benson Kairichi (Daystar University, School of Communication, May 1, 2010)
[more][less]Abstract: Kenya suffers a negative image with regard to its commitment in the fight against corruption. The change in political leadership in Kenya in 2003 on an anti-corruption platform provided the context for this study. This study set out to establish the images of corruption as framed by Kenya’s two main dailies from 2003 to 2008. The researcher carried out a content analysis of the newspapers over the six-year period and found that corruption issues were largely unfavourably framed. It also established the presence of politics, public services, police, socio-economic, legal, regional/ethnic and civil society frames among others. The results suggest that the media is not giving corruption issues adequate attention. This is seen in the relatively few editorials and front page appearances and that most of the corruption stories were placed in the inside pages of the newspapers. Further, the private sector was framed unfavourably, while police, Kenya Anti-Corruption Commission, and legal sector were favourably framed. However, editorials were largely unfavourable in respect of nearly all the frames. Another key result of this study was that the media view on the framing of regional/ethnic corruption was unfavourable. Description: Master of Arts In Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3302 Files in this item: 1
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Godwin, Gibson (Daystar University, Faculty of Postgraduate Studies, June , 2010)[more][less]
Abstract: Tourism is considered to be one of the world’s fastest growing industries. Countries in Africa are now focusing on tourism as a source of growth and diversification. Despite this, the promotion of tourism industry is facing a number of constraints. The purpose of this study was to explore the effectiveness of the communication strategies used by the Tanzania Tourism Board (TTB) in promoting the Tanzania tourism industry. The study used the descriptive method of self-administered questionnaires and interviews to gather information. The sample size comprised TTB management, and marketing department, tourists and tour operator organizations. Questionnaire data were cleaned, coded and analyzed using the statistical package for Social Scientists (SPSS). Two in-depth interviews were qualitatively analyzed based on the specific objective. The data showed TTB is using various communication strategies in tourism promotion and creating awareness of Tanzania as a one of the leading tourist’s destination. However, there are numerous challenges which hinder the effective promotion of tourism in Tanzania. The study has confirmed the AIDA communication model and has demonstrated that each step in the promotional process is crucial for the successful promotion of tourism products. Therefore, as Mills and Han (2006) argue, destination tourism organizations such as TTB in this case can successful promote tourism based on the impression they make in each step so as to attract more tourists using effective communication channels. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3423 Files in this item: 1
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Godwin, Gibson (Daystar school of communication, June , 2010)[more][less]
Abstract: Tourism is considered to be one of the world’s fastest growing industries. Countries in Africa are now focusing on tourism as a source of growth and diversification. Despite this, the promotion of tourism industry is facing a number of constraints. The purpose of this study was to explore the effectiveness of the communication strategies used by the Tanzania Tourism Board (TTB) in promoting the Tanzania tourism industry. The study used the descriptive method of self-administered questionnaires and interviews to gather information. The sample size comprised TTB management, and marketing department, tourists and tour operator organizations. Questionnaire data were cleaned, coded and analyzed using the statistical package for Social Scientists (SPSS). Two in-depth interviews were qualitatively analyzed based on the specific objective. The data showed TTB is using various communication strategies in tourism promotion and creating awareness of Tanzania as a one of the leading tourist’s destination. However, there are numerous challenges which hinder the effective promotion of tourism in Tanzania. The study has confirmed the AIDA communication model and has demonstrated that each step in the promotional process is crucial for the successful promotion of tourism products. Therefore, as Mills and Han (2006) argue, destination tourism organizations such as TTB in this case can successful promote tourism based on the impression they make in each step so as to attract more tourists using effective communication channels. Description: Master Of Arts In Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3859 Files in this item: 1
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Mushi, Janeth John (School of Communication, Daystar University, June , 2010)
[more][less]Abstract: The researcher set out to find out the influence of multi-party system on the framing of the presidential candidates on issues by the Daily News and The Guardian in 1995 and 2005. This study compared the framing of the presidential candidates’ campaign on issues between the first multi-party election in 1995 and that of 2005, ten years after the adoption of multi-partism covered by a government and private owned newspapers. Content analysis was the method used in this research. The unit of analysis was the sentence framing a presidential candidate. The total population of the sentences was 1,240 from 230 newspapers randomly selected from a total of 300 newspapers. The sentences were categorized in the following categories: governance, economic, health, self-related, gender and social issues. The study found out that despite the introduction of multi-partism the media was minimally influenced on framing presidential candidates, because both newspapers put salience on the ruling party candidate by first placing him on front pages, framing him positively and strongly on issues of governance and economy in 1995 and on issues of economy and self-related issues in 2005. Second, there were changes on the kind of attributions made to the specific frames used on presidential candidates. However, gender was given minimal salience in 2005 when there was a female candidate. For over thirty years the Tanzanian media exercised their operations under a one-party system, which informed then the framing of the presidential candidate. Yet, ten years into multi-partism, thus democracy, the media appeared not to have learned how to exercise freedom of expression accorded by the democratic space. The ruling party candidate still dominated the framing of the election news. Description: Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3213 Files in this item: 1
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Ochuodho, Jedida (School of Communication, Daystar University, 2011)
[more][less]Abstract: In Kenya, cases of patients accusing medical practitioners of negligence resulting in damage to health or even death are on the rise. These complaints are not necessarily due to professional incompetence but some result from improper diagnosis or incorrect adherence to prescribed treatment due to ineffective communication. This study comprised three research objectives. The first objective was to evaluate factors that affected doctor-patient communication. The second objective was to determine barriers to effective doctor-patient communication and the third objective was to establish ways of improving doctor-patient communication. Uncertainty Reduction Theory (1975) and Social Penetration Theory (1973) were the theoretical basis of this research to evaluate doctor-patient communication. The research used both qualitative and quantitative approaches to collect data that was analyzed to get findings. Questionnaires were administered to 200 patients. Subsequently, in-depth interviews were conducted with four doctors and six patients. Secondary sources were also used to strengthen the research. A content analysis of the transcribed interviews was performed while the responses from the questionnaires were analyzed using SPSS 17. Findings revealed that 89% of the patients were satisfied with the way the doctors communicated with them. The major elements of communication the respondents highlighted were effective listening, trust, doctors’ communication style and self-disclosure. A lot of factors such as use of jargon, differences in age, gender and culture and length of interaction also hindered effective communication. It was observed that doctor –patient communication can be improved by training doctors in communication skills and exploiting other channels of communication like online services. Description: Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3244 Files in this item: 1
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Mundinia, Zachary Gioko (School of Communication, Daystar University, May , 2011)
[more][less]Abstract: This study identified and described the role and practice of Corporate Social Responsibility (CSR) from a perspective of Presbyterian Church of East Africa (PCEA), an organization in the Not for Profit (NfP) sector. Communication channels, strategies and tactics used by PCEA institutions to communicate CSR activities to the church’s publics were studied using the systems theory. The study had four objectives: 1) to identify the CSR programs and activities in PCEA, 2) to find out the practice of CSR by PCEA, 3) to find out how PCEA communicates CSR activities to internal and external publics, and 4) to investigate the role of CSR in PCEA. The respondents were 68 senior leaders in PCEA of whom 61 answered the self-administered questionnaires. The remaining 7 comprising past and current General Assembly officials were interviewed. Their responses corroborated responses from the questionnaires. Respondents indicated that the use of public relation firms and mass media for publicity were avoided due to cost factors. Further, PCEA favored inexpensive and swift channels such as letters, telephone and public announcements over any other channel. Nevertheless, the latter channels were less effective in communicating CSR information to external publics. However, majority of the respondents had the opinion that communication strategies and tactics such as media relations (83.33%), lobbying and advocacy (83.6%) and advertising and marketing (67.21%) could be very effective in informing external publics about CSR programs in PCEA. Further, 98.36 % felt that public relations were an effective strategy. Thus, PCEA can promote its corporate image and its reputation by partnering with media houses and public relation firms in CSR publicity. Likewise, such opportunity would also profit other organizations in the NfP sector. Description: Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3248 Files in this item: 1
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Situma, Alice Anindo (Daystar University, School of Communication, Language and Performing Arts, June , 2012)[more][less]
Abstract: Corporate social responsibility (CSR) through discretionary business practices and contributions of corporate resources is an asset that companies leverage to improve relationships with stakeholders such as customers and employees. This study was conducted to establish the internal publics’ participation in CSR activities. The main study objectives were: to establish the internal publics’ awareness levels of CSR in the selected banks, to find out the level of internal publics’ participation in CSR, to investigate the various roles internal publics play in CSR activities and, to determine internal publics’ perceptions towards their participation in CSR activities. The study used descriptive survey design to collect data. The population of the study was the employees who worked in the five selected banks’ headquarters. They included; Diamond Trust Bank, Equity Bank, Kenya Commercial Bank, Co-operative Bank of Kenya and Barclays Bank of Kenya. The sample size of the study was 152 and the corporate affairs managers of the five selected banks. Data was analyzed through statistical packaging for social sciences (SPSS). The findings of the study showed that 85.8% of respondents were aware of CSR activities and that it is the Human Resources Department (HR) which plays a bigger role in overseeing CSR activities in majority of the banks as opposed to Corporate Affairs Departments. It was also found out that majority of the banks focused on the area of education (83.6%) and economics (82.8%) for their CSR initiatives. The study concludes that the level of participation in CSR activities by the internal public was good and every employee had a role to play. The internal publics’ perception towards CSR activities in the banks was good and that they were highly motivated by the promotional materials given, allowances they got and the fun associated with participation in the CSR activities. The percentage (87%) of awareness level was also found to be high. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3441 Files in this item: 1
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Njoroge, Caroline (Daystar University, School of Communication and Language, June , 2012)[more][less]
Abstract: The purpose of this study was to investigate PR strategies used by Kenyan organizations in building the image of their CEO. The aim was to make relevant recommendations that can enhance the role played by Public Relations practitioners in ensuring that their CEOs have a positive corporate image. The research evaluated both the top and the bottom ranking organizations from the last five years as established by the awarding body COYA. In addition, a few selected CEOs and Public Image consultants were interviewed on the role PR strategies plays in shaping the image of the CEO in their organizations. This research adopted both quantitative and qualitative approach using descriptive research design. In addition, the study employed two methods of data collection that is interviews and questionnaires. The key findings from this study revealed that the PR departments in corporate organizations use both internal and external PR strategies to build the image of the CEO. Secondly, the results from this study further affirmed that PR strategies differ between successful and unsuccessful CEOs as ranked by COYA. From the results of the study, all the p values were lower than the p value of 0.05, which shows that there exists a significant difference in mean responses between the two groups. Thirdly, the results also indicated that the CEOs image after the awards impacts on the financial success of the organization as well as helping the organization to gain competitive advantage. Moreover, the findings also imply that CEOs nomination and positive image positively contributes to the performance of an organization. Lastly, the study recommended the use of corporate image of the CEO in building brand loyalty amongst its stakeholders, since this contributes a lot to how a leader is perceived by both the internal and external publics. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3434 Files in this item: 1
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Kimani, Anne Wageni (School of Communication, Daystar University, June , 2012)
[more][less]Abstract: This research study sought to look into the internal communication process at Christ is the Answer Ministries (CITAM). CITAM is a church with assemblies; business units which include three schools (nursery, primary and secondary); a children’s centre and a radio station. The process of internal communication in CITAM was the focus of this study inspired by two case scenarios where communication took place in the organization but yielded negative results. The research employed the descriptive research design taking CITAM as a case study. CITAM staff formed the respondents for this study. Questionnaires were distributed to the sample and interviews carried out. The research study findings show that 69.1% of the respondents reported that they very often receive communication from their supervisors whilst 79.4% of the respondents communicate with their supervisors on a daily basis. These findings suggest frequent communication within CITAM. With these findings, recommendations have been presented such as the need to strengthen communication from supervisor to staff and communication from staff to supervisor which will in turn strengthen other communication components such as feedback. Additionally, recommendations for further study have been presented such as carrying out a research on the internal communication process of either CITAM Church assemblies alone or CITAM business units. The main reason for this recommendation is the operations of the assemblies are different from those of the business units and the internal communication process may therefore be different. Description: Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3243 Files in this item: 1
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Nshimiyimana, Nice Fidelite (Daystar University, School of Communication, October , 2012)
[more][less]Abstract: This study investigated the effects of the one-way communication versus the participatory communication approaches on members‟ involvement in organizations. It looked at the African Women‟s Development and Communication Network (FEMNET) as a membership organization facing difficulty in keeping members involved in its communication activities. The study was guided by Paulo Freire‟s liberation theory which is based on the fact that the only type of communication that leads to development is the one that facilitates dialogue between those involved in the communication process. The study used both qualitative and quantitative data collection methods. The sample was equal to the accessible population which was comprised of FEMNET members based in Nairobi. The findings of the study revealed that all respondents were inadequately involved in FEMNET communication process, as 25% said they were not involved at all and 75% said they were minimally involved but they kept on thinking they should do better. On the one hand, FEMNET‟s staff said they were doing their best to serve members and they wondered why members were not responsive. On the other hand, members said they were not involved in FEMNET‟s communication process and they felt FEMNET did not care enough about them, hence their lack of motivation. The findings of the study revealed that this problem is mostly caused by FEMNET‟s communication approaches. As a way forward, it recommends strategies that FEMNET should adopt in order to facilitate members‟ involvement in its communication process. Description: Master of Arts in Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3306 Files in this item: 1
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Khasiani, Mercy Chiyumba (Daystar University, 2013)
[more][less]Abstract: The Kenya Demographic Health Survey of 2008/09 reveals that, Nyanza Province has the highest infection prevalence in Kenya with a prevalence of 8% among youth in the age bracket of 15-24 years compared to the national prevalence of 6.3%. The purpose of this study was to find out the influence of the mass media in shaping HIV and AIDS risk perceptions among the youth and understand how these perceptions inform their behavior with respect to sexual choices. This study was carried out in schools within Kisumu East District which has a student population of 14,140 youth in the age bracket of 15-19 years. A sample size of 375 students was selected. The study sought theoretical support from the prospect theory and health belief model to understand why young people behave the way they do with regard to sexual behaviour. To define and describe data and characteristics about the population being studied, both quantitative and qualitative data was collected using a structured questionnaire. The relationship between communication of information on HIV and AIDS, correct risk assessment and the likelihood of indulging in potentially risky sexual behaviors was examined. The findings revealed that there were significantly low perceptions of risk of contracting HIV among the youth in Kisumu East District and that there is lack of comprehensive knowledge on HIV and AIDS. Further to this findings the study also established that the Mass Media did influence the shaping of risk perceptions with television and radio being the most popular sources of HIV and AIDS information among the youth compared to the Internet and Newspapers. URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3034 Files in this item: 1
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Mchome, Caroline S. (Daystar University, 2013)
[more][less]Abstract: Effective internal communication is important to organizations because through proper communication the organizations can send and receive information which will enable them to make successful decisions. The main objective of the study was to carry out an internal communication audit of the CDF Board and Secretariat and to establish the communication styles that are in place, how they work and the perceived effectiveness of the organization’s communication. The study focused on the General Systems Theory whose proponent was Ludwig Von Bertalanffy of 1956. This theory examined the importance of an organization working together with all its systems. The study employed a census sampling method for the lower and middle employees who were 33 and conducted interviews for the top management. , the study found that the use of email for sending of messages was the most preferred among the employees. The study also revealed that CDF Board and Secretariat did not have any written policy on how communication was to be done at the organization and majority of the employees wanted the board to improve on its communication policies. The study found that lack of communication and remuneration were some of the reasons employees left the organization. The study recommended that CDF Board and Secretariat should see the urgency of implementing the communication strategy as soon as possible. In addition to this, they should ensure regular updates to the staff members on the upcoming events for them to have a sense of belonging and job security. URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3041 Files in this item: 1
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Ouma, Beatrice Awuor (Daystar University, 2013)
[more][less]Abstract: Information and Communication Technologies (ICTs) are seen as important resources in enabling millions of people in rural areas participate in their development while bridging the global digital divide (Rogers & Shukla, 2001). Since most of these people in the rural areas are unlikely ever to own their own computers, access to ICTs is increasingly being enabled through community telecenters which are viewed as community resources that offer access to information and other services that community members need to make informed decisions to improve their livelihoods. The telecenter model is increasingly being championed in the developing countries by governments, donor agencies and NGOs who see their potential in generating rural development while affording marginalized communities the opportunity to enjoy the benefits of the information revolution (Parkinson, 2005). But relatively little is known about how rural communities benefit from telecenter projects and whether information accessed through telecenters impact on their lives and livelihoods. The Government, donors, NGOs and private sector actors are investing in community telecenters while basic needs such as food, health, clean water, and education still remain a big challenge in the rural areas. The study was modelled on the following objectives; one, it seeks to find out the type and relevance of information being accessed by users from Sega Silicon Valley Telecenter. The study also set to find out whether information obtained from the Telecenter lead to changes in decision making, to improve people’s welfare as well as investigate the flow of information from telecenters to community networks. Finally, the study looked at the prospects of telecenters in rural development and made appropriate recommendations for telecenter development in Kenya. The study was based on a field work carried out in Sega Silicon Valley Telecenter through evaluative and descriptive research designs and used both quantitative and qualitative methodologies. URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3040 Files in this item: 1
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Mukisu, Marilyne Naswa (Daystar University, School of Communication, May 1, 2013)
[more][less]Abstract: Earlier studies show that internal communication influences organizational identification (OI). However, majority of these studies have been done in Western companies. In this study, the relationship between employee communication and organizational identification in a Kenyan company is discussed. The study was carried out at the Standard Media Group in Kenya. A sample of 85 respondents was selected for the study; however, only 54 respondents participated, hence giving a reliable response rate of 64%. Questionnaires were used for data collection. Using the questionnaires, organizational identification was measured on a 5-point agree/disagree scale borrowed from (Mael & Ashforth, 1992; Smidts et al. 2001; Edwards & Peccei, 2007). In regard to employee communication, four main domains were studied: adequacy of information about personal roles and the organization; communication climate; communication media and integrated internal communication. Data was analysed using the Statistical Package for Social Sciences. Frequencies, correlations and descriptive statistics: means, modes, median of findings were obtained. Results revealed the research questions for this study were answered, since a strong positive correlation (r =0.647, P<0.01) between overall employee communication and organizational identification emerged. In regard to Standard Media Group employees’ level of OI, a mean of (x = 3.68) was obtained showing employees had moderate levels of OI. The contribution of the four domains of employee communication in intensifying OI was also found to be great. On average, respondents rated the contribution of the four domains at 4 (mode = 4, Median = 4) on the five point little/great scale. Description: Master of Arts in Communication - Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3301 Files in this item: 1
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Otwabe, Felisters Bonareri (Daystar University, School of Communication, June , 2013)[more][less]
Abstract: The overall research problem addressed in this study was what the strategic role of PR constitutes at KTDA and NCC. The challenges on stakeholder relations among others outlined in KTDA and NCC necessitated this research to find out what PR is doing to solve the problems and why it has taken a long time to solve this issues yet there is a functional PR office in the two organizations and therefore this study evaluated the strategic role that PR practitioners play at Nairobi City County and Kenya Tea Development Agency. Also a review of literature revealed there was a scarcity of literature in Kenya on the strategic role of PR, hence the need to carry out the current study to bridge the gap in literature. The research design used in this study was descriptive design as there was need to describe the concept of role in the study. The sampling technique used was purposive sampling as such the selection of KTDA and NCC and PR departments. The data collection was done through self-administered questionnaires that were distributed to the respondents in the two organizations. Data was analysed using the Statistical Package for Social Sciences. Frequencies, correlations and descriptive statistics: means, modes, median of findings were obtained. In a nutshell, the research problem which was that organizations were still facing crises especially poor public image despite having functional PR departments has been found out that some areas in strategic management are being ignored and hence need to be addressed, through the findings of this study. NCC and KTDA in particular having been cited in the problem statement as having experienced problems related to crises communication can boast of PR departments understanding on what needs to be done to curb this. Description: Master of Arts In Communication URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3689 Files in this item: 1
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Wandera, Deborah Ajiambo (School of communication, Daystar University, June , 2013)
[more][less]Abstract: The study examined the effect of the Mpango wa Kando HIV and AIDS TV campaign on the sexual behaviour of men and women in stable heterosexual partnerships between the ages of 18 and 49 in Nairobi West Estate. It examined respondents’ level of exposure to the campaign, understanding of and response to the message, and potential barriers to adopting the promoted behaviour. The study adopted a non-probability design, used purposive and convenience sampling methods and was anchored on the Theory of Planned Behaviour and the Elaboration Likelihood Model. Data were collected using a self-administered questionnaire and analysed using descriptive statistics. N=38. The study yielded mixed results. Exposure was high (92%) but message recall was lower (54%). That 58.3% identified the key message as promotion of fidelity infers the campaign was effective in passing the intended message. Chances of respondents to use a condom (59%), discuss sex with partners (81.8%), and change sexual behaviour (81.2%) were high yet three years into the campaign, 58.9% still had one to three partners and 34.2% rated own risk as high or medium implying they had an extra partner or a partner who did. That 63.2% perceived own risk to HIV as low and condom use was higher with the extra partner (84.2%) than with the regular partner (57.9%) implies the notion that married couples are safe from HIV persists. The above suggest the campaign was effective in creating behavioural intentions than change. But, that it achieved a 30.6% success rate, higher than the 5%-10% recorded by most campaigns (Atkin, 2001) infers it was comparatively successful which can be attributed to the use of principles of effective campaign design. The study recommends further research on types of HIV and AIDS behaviour change messages and their relevance for targeting with media campaigns. Description: Thesis URI: http://repository.daystar.ac.ke/xmlui/handle/123456789/3270 Files in this item: 1
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