A Public Relations Audit of Selected Publics of Kenya Wildlife Service

Abstract

The purpose of this study was to perform a public relations audit of selected publics of Kenya Wildlife Service (KWS), as to recommend new strategies that would enhance its operations. The study used the descriptive survey method of self-administered questionnaires and interviews to gather the information from the employees, institutional donors of KWS and the management. The data showed that the employees generally had a negative standing towards KWS management as opposed to that of the donors which was slightly positive. The employees felt that: their problems and complaints were ignored; there were cases of favouristism; management behaved negatively; and abrupt changes in management depicted a negative image on the organization. On communication channels, the employees felt that the most popular were the grapevine, letters, memos, and the notice board while the most unpopular was the staff newsletter. The internal communication strengths were memos and the radio while the weaknesses were upward and untimely communication. In addition, there was inadequate upward communication and inefficient downward com- munication. The communication channels with the donors by KWS management were letters, discussions, quarterly reports and the mass media. The communica- tion strengths were easy communication with the management of KWS as well as receiving up-to-date information. However, the weaknesses of communication between the two parties were inadequate information and lack of candid informa- tion.