An assessment of the level of recognition of public relations profession in Kenya: A trend analysis of PR and communication job opportunities and understanding of PR mandate in two Kenyans Newspapers
This study was carried out to establish the level of recognition of public relations profession by attempting to understand the mindset of the employers. This was done by measuring the ideal terms of reference for public relations profession against the terms of reference requested for by employers in job advertisements. In the process of investigating recognition levels the study illuminated a trend analysis of the PRjob opportunities visa vis Accounting Job opportunities. The study which took a content analysis research model investigated the two major Newspapers in Kenya namely The Nation and The Standard. The two newspapers were chosen because of their wide circulation and their known popularity with the corporate and government in respect to job advertisements. Specifically the study aimed at establishing the amount of PR job opportunities available in the Kenyan job market and the understanding of the corporate and other employers of the ideal terms of reference for PR profession. The study assumed that the perceived low recognition level of PR profession in the work place emanated from poor understanding of the PR profession functions and mandate by current and potential employers. The study took a view that PR profession is critical in the success of any corporate organization and owing to the changing trends in the economic, political and social fronts it is imperative to put instruments in place to allow PR profession to assert itself. This will be beneficial to the employers and the practitioners. Finally the study has attempted to gIve recommendations of the best way forward in respect to demystifying the profession through sustained sensitization and deliberate communication to the corporate and government agencies for enhanced acceptance and recognition of the profession .