The impact of public relations activities in the performance of Kenya Tourism Board

Abstract

Public relation as profession is taking a centre stage as a management function in many corporate and government institutions. However, hurdles brought about by institutional problems face its role and activities. The objective of this study was to examine the impact of Public Relations activities on the performance of KTB. The study adopted an exploratory approach using a descriptive survey design to investigate the public relations activities in the performance of an organization. This research design employed both qualitative and quantitative methods that probes for deeper understanding rather than just examining surface features. The adoption of this research method is based on, Strauss and Corbin (1990) claim that qualitative methods can be used to better understand any about which little is yet known. The qualitative method was appropriate in this situation where researchers needs to first identify the variable that might later be tested quantitatively, or where the researcher has determined that quantitative measures cannot adequately describe or interpret a situation. Main data collection instrument were structured questionnaires. This was used because questioning gives the respondents the required opportunity to answer the questions willingly and with an open mind. Data was analyzed in form of quantitative and qualitative analysis, which was in response to research questions. Data analysis has been presented in a report for under each question of study where presentations are made using tables and charts. Recommendations have been made and suggestions for further studies. From the study it emerged that a lot needed to be done especially in service delivery, reduction of bureaucracy, setting up of corporate communications' office and that will have direct access to the management to brief on urgent and highly important messages or information and also set up a clear communication policy. With these issue in place even set targets would be met if communicated to employees properly, internet facilities to help in opening up communication and thus improved performance in the long run. Based on the findings drawn in this study there should be a survey after a while to find out if there are any changes that have occurred and a comparison with this data may be done to measure the extent of change or otherwise.