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Abstract:
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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. |