CONTRIBUTIONS AND CHALLENGES ASSOCIATED WITH MEASUREMENT AND EVALUATION OF PUBLIC RELATIONS IN SELECTED KENYAN PARASTATALS
Keywords:
Practices, Approaches, Key Performance indicators (KPI), Return on Investment (ROI), Measurement and Evaluation and Public RelationsAbstract
Purpose: The main purpose of the study was to establish the contributions and challenges associated with measurement and evaluation of public relations in selected Kenyan parastatals.
Methodology: The study adopted a descriptive cross-sectional survey. The target population for the study comprised of 187 parastatals with 119,689 employees. Purposive sampling was used. The sample size was forty-seven (47) employees of public relations departments and six (6) senior PR officers who are working in the three selected parastatals, totalling to fifty-three (53).The study used both questionnaires and interviews. Quantitative data was interpreted using descriptive statistics including frequencies and percentages. Qualitative data in this study was analyzed, recurrent themes identified, and patterns of relationship that exist among data-groups searched manually and were used to augment the quantitative data. Percentages and tabulations of variables were used to present data analysis in tables, bar graphs and pie charts. The data was analyzed by a data analysis software called Statistical Package for Social Sciences (SPSS) version 22 software.
Results: The study found out that PR practitioners are aware of the importance of evaluation research, but are not able to use the function to convince the upper management in the organization. Thus, they find it hard to get sufficient budget and support to carry out the function, which hampers their ability to examine the effectiveness of their PR programs and activities to see if their objectives and goals have been achieved and consequently are unable to assure management of the departments’ effectiveness. The study revealed insufficient time, money and lack of standards as the main reasons hindering measurement and evaluation.
Unique Contribution to Theory, Policy and Practice: The study recommended that PR practitioners should use research in planning, implementation and evaluation. They should use verifiable data to back up their funding requirements and flavor their arguments. This will in turn offer major benefits to PR and corporate communication practitioners in their pursuit of professionalism and acceptance as part of senior management, as well as at a practical level in gaining adequate budgets and support.
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