Influence of PR Strategies on the success of CEO’s image in selected organizations in Kenya

Abstract

Purpose: The purpose of the study was to establish the influence of PR strategies on the success of CEO‟s image in selected organizationsin Kenya Methodology: The current research adopted both quantitative and qualitative approach (mixed method) using the survey research design. The researcher used questionnaires and interviews. The entire population in this research was all corporate companies that have participated in the COYA awards in the last five years. However, the sample population in this study was selected Public Relations departments and selected CEOs whose organizations had successfully been recognized as either top- ranking or bottom ranking the COYA annual awards in the last five years. The sampling approach that was used in this study is non-probability sampling, and the researcher used purposive sampling.The process of data analysis included organizing, analyzing and summarizing all the findings. Quantitative data was analyzed by the use descriptive statistics and presented in form of frequency tables, charts, and graph. Results: Results indicate that the majority of respondents strongly agreed with the statement that the PR department is involved in training the CEO in public speaking skills to mould his image(46% ), that the PR deprtment is involved in training the CEO in non verbal skills to mold his image to the public(43%), that CEO is consitently trained on interpersonal interaction( 44%), that the CEO is coached on the communication words to boost his image to the public(44%). Results further indicate that a majority of respondents strongly agreed with the statament that the PR department helps the CEO to select venues and props before addressing the public(58%), that the PR department shapes the CEO media and public appearances (63%) and that the PR department trains the CEO in corporate dressing and image marketing. Recommendations: The study recommends that since there seems to be a positive relationship between organization performance and the CEOs positive image, then PR departments and CEOs should seriously emphasize on the important role of PR department in shaping the CEOs image.