Factors influencing the application of corporate communication among public relation firms in Kenya (case of selected leading public relations firms in Kenya)
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Public relations is a term that was coined around 1985 gaining popularity rapidly there after, Apart from being a vital service being embraced by various firms internally, there are also specialized firms that have been established and they wholly deal with communications issues like advertising, publishing, event organizing among others. The need for this service has rapidly grown and being accepted worldwide thus having it incorporated into varies organizations or those who can not do it internally they hire the Public relations firms to perform the services for them at a cost. Corporate communication was first coined in 1987 with the aim of taking the communications level a notch higher to attain more effective and efficient outcomes, it has been noted that firms in developing countries have not yet adopted the method fully as opposed to those on developed countries and due to this, the study intended to find out what and how the factors affect the application of corporate communication in PR firms and the extent as to which the factors influence the use of corporate communication. The paper highlights areas that would be seen to affect the level of application of the concept namely the Management style, Organization structure, technology and Market demand, the paper will identify how these three affect the application of corporate communication to operate effectively in its day to day operations. The study has been conducted through a census conducted on Public relations firms in Kenya. It aims to determine what makes a firm use corporate communication in their daily operations and how effective they are, and possible reasons as to why the method is not being implemented in their specific organizations. The method of data collection was through purposive sampling that allowed relevant responses in order to give a generalized outcome as they are the drivers of the PR firms. Descriptive design and inferential Statistics was used in order to give a clear guideline on the interdependence of the dependant and independent variables The study highlights factors that make other PR firms to be regarded highly than others which is to generally help other firms to adopt the same and improve their standards of operations and build a brand name for themselves. Data was collected through primary sources as the interviews and secondary sources as the organizations internal and external reports data was analyzed through SPSS software and the findings are presented in the form of tables and figures. The objectives indicated a clear level of influence to the use of corporate communication, an overall rating conducted on the objectives indicated that technology has the highest influence followed by Management style. Target market demand and least' is the organizational structure. To increase the use of corporate communication the respondents preferred an increased number of PR practitioners in the field and stable polices to guide the practice of PR firms by the PRSK.
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