Abstract:
University is one of higher educational institutions which demands public relations to create
good image and reputation in the minds of public who are found around the institution. Quiet
often, public relations office is charged with the responsibility of advancing the objectives of the
university to enhance its corporate image. Therefore, this study assessed the practice of public
relations as a managerial function and its challenges at Wachemo University. Participants of the
study were public relations practitioners, management members and staff members of Wachemo
University. The necessary data were collected from a sample of two hundred fifty seven (257)
respondents through questionnaire and interview. The collected data were analyzed and
interpreted through frequency and percentage and as well as discussion. The finding of the study
showed that public relations office has some level of supports to the university, though these
were not adequate enough to engender innovative and pragmatic practice of the public relations.
Public relations office is underutilized and is performing a role that is below the ideal strategic
managerial functions at the university. Furthermore, top management of the university is yet to
fully empower the office to live up to its mandate and aid the achievement of the university’s
objectives. The study also showed that lack of enough experience and inadequate training, huge
skill gaps of officers in understanding managerial roles of public relations were among the
challenges. Besides, wrong perceptions towards the usefulness of the office, limited access to
officers’ decisions, lack of acknowledgement from top management, lack of awareness and poor
logistics supplies were identified as challenges that hampered the work of the office. Finally,
based on the findings, it was recommended that public relations officers should get enough
experience and adequate training. The Wachemo University’s top management and staff
members should change their wrong perception towards department of public relations and
should get continually awareness training. The study also recommended that top management of
the university should give opportunity to public relations director when they participate on
managerial activities like decision makings, setting objectives, strategic planning and so on.
