Social Media Use for Public Relations Practices in Kenya- a Study of Two Universities

Abstract

The purpose of the study was to examine social media use for public relations practice in Kenya, A study of Two Universities. Problem statement of the study was that digital communication creates an avenue for publics to access and control information about an institution online. The emergence of the new media necessitates brands or corporates to incorporate the use of this media into their operations so as to allow dialogic communication with the publics. Nature of information online has an impact on institution‟s image therefore this study examined various public relations practices PR department in the institution and analyzed what social media is use for in implementing public relations activities. The objectives of the study were, to finds out various public relations practices in higher learning institution, to examine which social media platforms are used in the institutions, to analyze what social media is use for in public relations practice in higher learning institution. This research employed two theories: Diffusion of innovation theory and Excellence theory. The research design used is descriptive method, which employs both qualitative and qualitative approaches. Data was collected by conducting interview and through questionnaires to various respondents. Questionnaires were used to collect quantitative data while qualitative data were collected by conducting interviews and through focus group discussion. The sample frame was the public relations practitioners in the University of Nairobi and St.Pauls University; Sample population was the internal publics from various faculties in both institutions. Census sampling was used to select PR practitioners and purposive sampling was used to select students‟ representatives and faculty representative for this study. Qualitative data was analyzed using descriptive analysis technique. Data was analyzed using thematic analysis approach by coding them. Data was presented using histograms and simple percentages to illustrate the responses. The findings outlined that PR practices mainly focused on building and sustaining strong relationship with the publics. Public relations practitioners play an essential role in cultivation of beneficial relationship between an institution and the publics. Through public relations function, an organization develops policies and strategies putting into consideration public interests. This study established that use of social media for public relations activities plays a major role in the institution; in their position public relations practitioners evaluate external and internal opinions, attitude and needs; respond to queries from the publics, respond to inaccurate posts in social media and advise institution‟s management regarding a crisis or an issue hence influencing decision making and policy implementation. The challenge with the use of social media was that message can be misinterpreted by online users. This study recommends that frequent trainings for public relations practitioners who are the social media manager, to ensure that they have adequate skills about social media platforms. Also ,regular monitoring of what is happening in social media. In this way the practitioners are able to get valuable information needed for a particular event, activity or during a crisis which is helpful in advising and recommending policies and strategies to institution‟s administration on how to handle the crisis.