The Perceptions of Public Relations Practice among The Internal Publics of Central Bank of Kenya (CBK)
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Date
2012-04
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Publisher
Daystar University, School of Communication
Abstract
The profession of PR is now recognized as a vital service in organizations all over the world. Its function of harmonizing relationships, communicating policies and managing communication networks cannot be over emphasized.
The purpose of this study was to find out the perceptions among the internal publics of the Central Bank of Kenya on the practice of Public relations within the organization. The study population was made up of the employees of Central Bank of Kenya Head Office and it combined both quantitative and qualitative methods of study. The study population comprised 838 respondents. The sample size for this research was 15% of the total population which was equivalent to 126 respondents. To collect the required data, 126 questionnaires were distributed to employees from 11 different departments using the stratified sampling method with a response of 58%.
Some key findings of the study were that there are some groups that are difficult to reach within the organization, such as the employees in the back offices and strong room. The study also found that a majority of CBK employees did not face any challenges in their interaction with PR division as they interacted either on a weekly or daily basis through news briefs, through the division’s publications, via email and when seeking information from the division.
However, some employees of CBK encountered several challenges when interacting with the PR division which emanated from the nature of work coupled with the structure of the organization. The study also found that the PR division though easily accessible, very important and but not quite understood by some of the internal publics of CBK.
The majority of CBK employees were quite satisfied with the PR division; however, some employees were not satisfied with the PR division. The dissatisfaction with the division was based on the need to provide more timely and accurate information; need to improve on the visibility of PR function to internal and external publics, the need for the division to train staff on PR while the value addition of the division to the organization was not clear. However, those who were satisfied with PR division cited the following; division’s timely response to issues, through PR division other departments are appreciated and met customer’s expectations. The researcher has recommended that the management and the leadership of CBK should explore ways to integrate all the different employee categories to benefit from PR activities by adopting different modes to communicate to their different publics such as using social media especially so as to reach those who work in specialized departments.The study suggested that a further research should be done to determine perception of external publics.
Description
MASTER OF ARTS in Communication
Keywords
Central Bank of Kenya, Public Relations, Deposit Protection Fund, Department of Estates Supplies and Transport
Citation
Sang, Nancy C. (2012). The Perceptions of Public Relations Practice among The Internal Publics of Central Bank of Kenya (CBK). Daystar University, School of Communication