Exploring the effectiveness of public relations practices in the public sector: a Namibian case study
Shikalepo, Maria Etuna
Public relations remains a profession that is admired in most Sub-African countries
including Namibia. According to Grunig (2008, p. 4), public relations and communication
management denote a process of planning, executing and evaluating the organisation’s
communication with both internal (employees, directors, and board members) and
external (media, teachers, customers, unionists, and community members) publics. This
study covered the effectiveness of public relations practices in the Namibian government
ministries which include communication practices and management. The theoretical
framework of this study is based on PR activities, tools and parameters of the Excellence
Theory that depict the value of PR in the public sector. The study targeted over 40 public
relations officers in 24 government ministries in Namibia. Questionnaires were distributed
to public relations officers and media officers in the ministries.
The random sampling method was used to select the participants in this study. The
researcher aimed for rich data, therefore, official documents such as annual reports on
the activities of PROs in the government, ministerial communication strategy,
Government Communication plan, Social Media Policy and other relevant documents
were used. The qualitative method remained a predominately research method of this
study. Based on the selected qualitative research method, data were interpreted and
analysed considering the objective of the research. The chosen data analysis for this
study was descriptive analysis.
Bibliography: leaves 79-84
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