The Role of Public Relations in Enhancing Corporate Image of Government Institutions: a Case Study of Kenya Films and Classification Board

Abstract

The purpose of this study was to examine the role of public relations in enhancing the corporate image in government institutions, a case drawn from Kenya Films and Classifications Board (KFCB). The objectives of the study were to determine the PR strategies used for enhancing the corporate image at KFCB, to find out the effectiveness of KFCBs stakeholders’ engagement on its corporate image and to investigate the channels of PR employed or used by KFCB to enhance its corporate image. The study employed a descriptive research design. 90 KFCB employees, both staff and academics, made up the study's population. Ninety respondents in total were chosen using the stratified sampling technique. A questionnaire was employed by the researcher to acquire the necessary data from the participants. Data was analyzed using descriptive statistics. The results suggested that effective public relations as a PR strategy strengthened the ideology of relations, which was a determinant of corporate identity, by discovering a strong relation between PR and PR. The positive and strong correlation between effective involvement of stakeholders and PR channel utilization showed that there was a causal link between the two that would impact the institution's corporate image. The study found that KFCB had successfully used public relations strategies through internal communication systems, the involvement of important stakeholders like other public institutions, actors in films, buyers, and the public at large, and also expert knowledge and reliability. The company also used interaction with clients, media through a variety of channels that it truly understood quite well, and media relations to improve its corporate reputation. According to the report, KFCB should enhance its publicity tactics, particularly those that target engaging users, broaden the scope of such initiatives, and promote widespread use of alternative PR platforms.