The role of public relations in enhancing institutional image: a case study of the Ministry of Lands
The purpose of this study was to investigate the role of public relations in enhancing institutional image in the Department of Lands; Ministry of Lands. The objectives of the study were to determine the role of public relations in enhancing institutional efficiency, find out the role of public relations in diminishing institutional corruption, to establish the role of public relations in institutional reputation as well as investigating the role of public relations in enhancing institutional social responsibility in the Ministry of Lands. This study was descriptive in nature where the researcher carried out a survey on the role of public relations in enhancing institutional image in the Ministry of Lands. The target population for this study consisted of both the customers and the employees in the Ministry of Land, Department of Land based in the head-quarter only. Stratified random sampling techniques was used to draw respondents from the population. The study used Job Groups in the Department of Land as the strata where a sample of 651 respondents were drawn on a pro rata from each stratum. The researcher used primary sources to collect the data. This consisted of semi structured questionnaires comprising of both open-ended and close-ended questions. Data collected from respondents was both quantitative and qualitative in nature. From the study the researcher therefore concludes that, the ministry of Lands has been charged with a mandate which does not have the capacity, nor the necessary funding, to manage this efficiently. The longer the MoL grapples with lack of capacity, the more the ills being perpetrated on the ground, which will in essence keep this country forever on the path of correcting past errors and calling for reform. As part of recommendation, the there is the need to identify active steps that can be taken to ensure that the efforts to improve both the service delivery and customer relation with the members of the public, is actually felt on the ground. This is necessary to change the attitude of the general public towards the MoL - In essence, a rebranding of the MoL. In addition, there is need to start tackling large problems from their smallest elements, and progressively build from this small foundation. For example on document storage and management, there appears to be a culture that this is someone else's problem; yet even automation of lands record will only be a real solution if the initial paper record are in good condition, and well ordered. MoL employees need to be sensitized on the important of safeguarding records at the current time, to facilitate a smoother automation process .