Role of public relations in improving the image of Kenya’s national assembly
Abstract
The distinction between the broad and narrow senses of publicity is important in today’s
rapidly changing communication environment where practitioners use a combination of
public media and direct communication vehicles to reach publics. Moreover, when critics
refer to questionable public relations practices, they are usually referring to the publicity
aspects of public relations not its assessment, planning, or counseling functions. The study
sought to establish the role of public relations in improving the image of the Kenya National
Assembly, to determine the perception of the public on the image of the Kenya National
Assembly and to find out strategies which can be applied by the Public relations on
improving the image of Kenya National Assembly. The study employed descriptive statistics
to collect date through questionnaires from the respondents where 61 respondents were
interviewed. Random sampling technique was used to randomly select members of the public
from Nairobi County. The data collected was entered, coded and analysed using SPSS. The
study revealed that public relations play a significant role in improving trust with the
institution. besides, public relations also plays a significant role in improving effectiveness of
the organizational relationships, focusing on the long term goals of an institution, improving
commitment and satisfaction and building institutional relationships. Based on the findings of
the study it concludes that public relations play a significant role in improving trust with the
institution. besides, public relations also plays a significant role in improving effectiveness of
the organizational relationships, focusing on the long term goals of an institution, improving
commitment and satisfaction and building institutional relationships. The study recommends
that National Assembly should improve the level of confidence on the information that comes
from the parliament that it should improve on its policy responsiveness, that implementation
of the new promulgated constitution should equally be implemented and it should create
policy initiatives responsible for its public image.
Publisher
University of Nairobi