Isigi, Everlyne2023-03-292023-03-292022-10-18Isigi.E.(2022).An Assessment of Public Relations Strategies at Liberty Life Assurance Kenya Limited :Daystar University School of Communication(Thesis)https://repository.daystar.ac.ke/handle/123456789/4037MASTER OF ARTS in CommunicationThe purpose of the study was to assess the public relations (PR) strategies used by liberty life Kenya (LLK) to improve public perception on life insurance in Kenya. The specific objectives of the study sought to examine the public relations strategies used by LLK employees, find out the role of public perception towards the public relations strategies used by LLK, and to evaluate the influence of PR strategies on the decision to buy life insurance by LLK customers. The study adopted a descriptive survey technique where 92 PR and communications employees and 175 customers of LLK were the study population. Data was collected by use of questionnaires and interviews. The data from the questionnaires was analyzed using descriptive statistics such as percentages, frequencies, means and chi-square statistics, while qualitative data from the interviews was analyzed using thematic summary analysis technique. The study findings determined that to a great extent, LLK applies various PR strategies which include consideration of PR ethics, ensuring accuracy and developing engaging messages for its target customer groups. Besides, the study determined that PR strategies used by LLK were perceived positively by their customers. Further, study findings showed that the PR strategies applied by LLK were instrumental in influencing customers to buy life insurance. The study recommends to LLK to tailor their PR messages to fit the needs of the various heterogeneous publics and customers. Moreover, LLK should increase its digital presence where it can relate and interact with various publics.enAssessmentLiberty Life Assurance Kenya LimitedPublic RelationsStrategiesThesis