Women in Public Relations Practice in Nairobi: Roles and Profession-Related Perceptions

Abstract

The purpose of this study was to identify and describe the roles and profession- related perceptions of women in the public relations profession in Nairobi, Kenya, with an aim to make relevant recommendations that would further enhance public relations work. The survey method of data collection was utilized and a self-administered ques- tionnaire designed to aid in the identification and description of the roles and perceptions. The questionnaire was found most appropriate for acquiring the data. A total of 63 questionnaires were sent out to female public relations practitioners who are members of the Public Relations Society of Kenya (PRSK). There was a 59% response rate. The data were manually coded, analyzed and interpreted. The key findings of the research were: Most women in professional public relations practice in Nairobi hold mid-level management positions. Women in the public relations profession in Nairobi generally perceive themselves as being well-equipped for the profession. The most outstanding issue affecting women in the public relations profession in Nairobi is that of societal expectations and pressures tampering with professionalism. A majority of the women in the public relations profession in Nairobi look forward to excelling in their career. From the findings of this research, the future of women in the public relations profession is not clear. Various issues of concern to female public relations practitioners will need to be addressed for one to make out clearly their position in the profession. However their enthusiasm to excel in the career is articulate. This implies that women are making the best possible attempts to ensure that they excel in the public relations profession in Nairobi.