The Role of Public Relations in Building Organizational Image: Bonga University in Focus

Abstract

This research paper deals with the study on PRs practice in Bonga University. The main purpose of this study is to investigate the role public relations in building organizational image. The research studied what is the role PRs in building the image of Bonga University. What the major PRs tools are used in building the image of the University, how the internal staffs view the importance of PRs, and the challenges to implement the PRs practices. The research employed a purposive research approach, wherein, in-depth interview, document analysis and observations were used as data gathering instruments. The study used qualitative case study research method. With regard to the sampling procedure, one public and foreign relation directorate, five senior experts and four assistance workers were selected for interview using purposive sampling techniques. The researcher has also used to document analysis and observation method as tool to conduct his research. The study has showed the PRs role in building the image of Bonga University, which established recently as government academic institutions, and it began its academic work performance through utilization of different technical instruments such as face-book account and telegram account, University website, Walata, Fana, South TV, FM radio. There have been photo exhibitions, brochures, booklets, leaflets, electronic suggestion boxes, and suggestion ledger and other means of communication to reach its customers in order to build the image of the University. The study shows that PRs of Bonga University was conducted to ensure the organization image building activities. In this regard, the University PR directorate has played vital role in establishing ties between the University and its customers. Even though there were some limitations (lack of skilled PR practitioners, and lack of logistic supplies, and lack of shortage of printing shops), the PR activities brought significant change in dissemination of timely information to the community depending on the feedback collected from the public. Accordingly, the PR workers tried a lot to change the image about the operation of the University, and they ensured the objective to create strong bond between the organization and its customers. This helped the PR office to foster the two way relations, which play vital role in improving the success of the PR role in image building activities.