An Analysis of Social Media Usage by Public Relations Departments in Select Private Universities in Kenya.
This paper investigates the use of Social Media by Public Relations departments in two large private universities in Kenya. Social media are web-based applications where the creation of profiles and connections of people takes place. Social media use is constantly growing amongst organizations, as t...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
East African Journal of Information Technology
2024
|
| Subjects: | |
| Online Access: | https://repository.daystar.ac.ke/handle/123456789/4942 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Add Tag | _version_ | 1809165858426060800 |
|---|---|
| author | Nyabera, N. Samwel Lando, Agnes Lucy |
| author_facet | Nyabera, N. Samwel Lando, Agnes Lucy |
| author_sort | Nyabera, N. Samwel |
| collection | DSpace |
| description | This paper investigates the use of Social Media by Public Relations
departments in two large private universities in Kenya. Social media are
web-based applications where the creation of profiles and connections of
people takes place. Social media use is constantly growing amongst
organizations, as technology and globalization evolve, so do the role of
Public Relations hence becoming inevitable in everyday practice. Despite
the availability of social media platforms, little is known on how they are
used to communicate. Contrariwise, the extant literature discloses that at
present, there is moderately negligible research with focus on the use of
social media in public relations in private organizations. This study is
grounded on the outcomes of a research submitted in lieu of a Doctoral
degree in Mass Communication at the St Augustine University of Tanzania
involving 270 survey participants and 2 in-depth interviews. Data was
generated using questionnaires and analysed using SPSS version 23
whereas interviews were analysed thematically. Findings reveal that
University K and St Paul University use social media to: publicize
activities; send information to the public; change public opinion; enhance
information value; lobby public support as well as to provide the public with
a question-and-answer platform. This paper highlights need to pay more
attention to the content and public’s need besides embracing other available
social media tools and technologies to promote trust amongst the public and
the organization. And also, need to devise means of adjusting to the
inevitable changes regularly besides diverse approaches in strengthening
PR practice and regulation. |
| format | Article |
| id | oai:repository.daystar.ac.ke:123456789-4942 |
| institution | Daystar University |
| language | English |
| publishDate | 2024 |
| publisher | East African Journal of Information Technology |
| record_format | dspace |
| spelling | oai:repository.daystar.ac.ke:123456789-49422024-08-06T12:10:46Z An Analysis of Social Media Usage by Public Relations Departments in Select Private Universities in Kenya. Nyabera, N. Samwel Lando, Agnes Lucy Social Media Use Public Relations Departments Public Communication This paper investigates the use of Social Media by Public Relations departments in two large private universities in Kenya. Social media are web-based applications where the creation of profiles and connections of people takes place. Social media use is constantly growing amongst organizations, as technology and globalization evolve, so do the role of Public Relations hence becoming inevitable in everyday practice. Despite the availability of social media platforms, little is known on how they are used to communicate. Contrariwise, the extant literature discloses that at present, there is moderately negligible research with focus on the use of social media in public relations in private organizations. This study is grounded on the outcomes of a research submitted in lieu of a Doctoral degree in Mass Communication at the St Augustine University of Tanzania involving 270 survey participants and 2 in-depth interviews. Data was generated using questionnaires and analysed using SPSS version 23 whereas interviews were analysed thematically. Findings reveal that University K and St Paul University use social media to: publicize activities; send information to the public; change public opinion; enhance information value; lobby public support as well as to provide the public with a question-and-answer platform. This paper highlights need to pay more attention to the content and public’s need besides embracing other available social media tools and technologies to promote trust amongst the public and the organization. And also, need to devise means of adjusting to the inevitable changes regularly besides diverse approaches in strengthening PR practice and regulation. St Augustine University of Tanzania Daystar University 2024-07-30T09:13:37Z 2024-07-30T09:13:37Z 2021 Article Samwel, N., & Lando, A. (2021). An Analysis of Social Media Usage by Public Relations Departments in Select Private Universities in Kenya. East African Journal of Information Technology, 4(1), 16-25. https://doi.org/10.37284/eajit.4.1.502 2707-5346 2707-5354 https://repository.daystar.ac.ke/handle/123456789/4942 en Vol 4 No 1 (2021): East African Journal of Information Technology application/pdf East African Journal of Information Technology |
| spellingShingle | Social Media Use Public Relations Departments Public Communication Nyabera, N. Samwel Lando, Agnes Lucy An Analysis of Social Media Usage by Public Relations Departments in Select Private Universities in Kenya. |
| title | An Analysis of Social Media Usage by Public Relations Departments in Select Private Universities in Kenya. |
| title_full | An Analysis of Social Media Usage by Public Relations Departments in Select Private Universities in Kenya. |
| title_fullStr | An Analysis of Social Media Usage by Public Relations Departments in Select Private Universities in Kenya. |
| title_full_unstemmed | An Analysis of Social Media Usage by Public Relations Departments in Select Private Universities in Kenya. |
| title_short | An Analysis of Social Media Usage by Public Relations Departments in Select Private Universities in Kenya. |
| title_sort | analysis of social media usage by public relations departments in select private universities in kenya. |
| topic | Social Media Use Public Relations Departments Public Communication |
| url | https://repository.daystar.ac.ke/handle/123456789/4942 |
| work_keys_str_mv | AT nyaberansamwel ananalysisofsocialmediausagebypublicrelationsdepartmentsinselectprivateuniversitiesinkenya AT landoagneslucy ananalysisofsocialmediausagebypublicrelationsdepartmentsinselectprivateuniversitiesinkenya AT nyaberansamwel analysisofsocialmediausagebypublicrelationsdepartmentsinselectprivateuniversitiesinkenya AT landoagneslucy analysisofsocialmediausagebypublicrelationsdepartmentsinselectprivateuniversitiesinkenya |
The department chair as transformative diversity leader : building inclusive learning environments in higher education /