Perceptions of the Roles and Effectiveness of Public Relations by Internal Publics An Evaluation of the Nairobi International School of Theology Public Relations Department

Abstract

The purpose of this study was to assess the perception of the roles and effectiveness of public relations by internal publics towards meeting the vision of an institution. The study population was the Nairobi International School of Theology (NIST) and it combined both quantitative and qualitative approaches. The study population comprised of 210 members. A sample of 100 (46.6%) respondents was determined. To collect the required data, 100 questionnaires were distributed to both students and employees, with a response rate of 59%. In order to establish further clarification on specific responses derived from ques- tionnaires four face-face interviews were conducted. Some key findings of this study were as follows: NIST has the potential necessary to achieve its vision and mission. Internal publics feel that the public relations department is remote from them. The staff and students need motivation. There is disharmony between public relations and fundraising activities. Arising from the above findings among many others, the researcher has recommended that: The public relations department should educate its internal publics on its roles. The NIST management should be supportive of public relations activities. The NIST management and public relations department should motivate the internal publics and educate them on the vision and mission of NIST. The public relations and fundraising departments should merge to harmonize their activities