An Assessment of Practice of Public Relations as a Managerial Function and Its Challenges: The Case of Wachemo University

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.