Public Relations Management and Strategy Implementation for Firms Listed at the Nairobi Securities Exchange

Abstract

The managements of companies lack the control over how their stakeholders perceive the organization but in managing their own behavior the organizations can influence the stakeholders’ perceptions. Therefore, public relations management which is a component of reputation risk management should be considered a critical factor in strategy implementation as it may enhance a firm’s gains or lead to great losses. This study sought to determine the effect of public relations management on strategy implementation for firms listed at the NSE. The study was based on the commitment-trust theory, the resource based view and the balanced scorecard theory. To address this research problem, the study used descriptive research design. The selected population target was the 66 firms enlisted at the NSE as at 31stDecember2017. The study focused particularly on senior level managers of all listed firms. The data used in this study was primary data collected using structured questionnaires using the Likert Scale. To analyze the data, the Statistical packages for social sciences (SPSS) ware used. The research quantitative data was analyzed using regression analysis and data findings presented by the use of tables and diagrams. Multiple regressions analysis was used to analyze whether there is a relationship that exists between strategy implementation and components of public relations management. From the study findings, it emerged that public relations management and strategy implementation have a significant and positive correlation. The study also found that public relations management and strategy implementation are positively and significantly related.This study recommended firms’ management to formulate policies that are in line with the legal framework set by the government, a combination of communication channels be used to communicate the public relations activities and the government together with its agents that formulate policies regarding public relations to come up with policies that are friendly and supportive to the firms.