Master of Arts in Strategic Communication - Main Campus
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- ItemAnalysing the Role of Public Relations in Service Delivery by Local Governments: The Case of Gulu District Local Government in Northern Uganda(Uganda Christian University, 2024-05-15) James Onono OjokThe study analyzed the role of public relations in the delivery of public services under the Gulu district local government. The Excellence theory of Grunig and Hunt (1984) and Roger’s Diffusion theory of innovation (1962) informed the analytical framework of this study. In the case of Gulu district local government, the study used both qualitative and quantitative approaches where 243 respondents were sampled using purposive and convenience sampling to select the participants. The study found out that Gulu district local government had access to eleven Frequency Modulation Radio stations that they normally use to communicate public goods and services to the community in Gulu district. The study also found that there was an increase in hand washing practice because of involving the community through sensitization using different communication platforms. The study concluded that most programs under study never had a communication feedback strategy built in them to support the beneficiaries in the community to give their feedback on a particular program, therefore, the study recommended that Gulu district local government should develop a feedback communication strategy for all public goods and services as embedded under the water and road sector related activities which provides feedback to the district and community on areas which needs improvement especially through the water source committees and Community-Based Labour Intensive Model of Road maintenance that keeps communication alive even after a program or project is achieved. The implication of this study in public relations is that when PR in local government or any entity has deliberate feedback mechanisms embedded in all programming, the input of the community, beneficiaries on the services or goods provided to them as end users could support service delivery if the service providers (local government) give an action respond on the feedback of the end users (community). The study agreed that through this approach, public relations can improve service delivery in any setting in local government.
- ItemFacebook as a Corporate Communication Tool: A Case Study of the Church of Uganda(Uganda Christian University, 2024-05-15) Ivan NaijukaThe study aimed at examining the contribution of Facebook as a tool of corporate communication and is a case study of the Church of Uganda (Namirembe, Kampala and Mukono dioceses). The study was guided by objectives which included: investigating how the Church of Uganda uses Facebook for corporate communication, establishing the effectiveness of Facebook as a corporate communication tool for the Church of Uganda, examining the opportunities related to the use of Facebook in corporate communication and examining challenges related to the use of Facebook in corporate communication in the Church of Uganda. The study was carried out using a case study research design where qualitative research approach was used. Data was collected using interviews and focus group discussions and during the data collection, purposive sampling methods was used as the sample size of 28 staff from Namirembe, Mukono and Kampala Dioceses of the Church of Uganda was used. The findings of the study indicate that to a large extent, the use of Facebook in the three dioceses has been effective in corporate communication because of the positive feedback received from the users and followers of the Facebook pages of these dioceses. Finally, it can be concluded that there are several opportunities related to the use of Facebook for corporate communication like enabling the dioceses to form alliances with prospective partners locally and abroad and allowing a two-way communication between the institution and its stakeholders. The study revealed that challenges related to the use of Facebook for corporate communication include limited time and resources to create these pages and running them constantly, limited skills in creating and running the Facebook pages effectively, negative feedback as well as trust, privacy and security issues involved in the use of Facebook. Finally, the study recommended that institutions like the Church of Uganda need to invest heavily in terms of time and resources when it comes to setting up and running these Facebook pages. The study also recommends the need to offer training to the staff members tasked with handling these Facebook pages to ensure that they have the right skills of doing so.
- ItemFront Desk Management, Impression and Reputation Management in Regulatory Agencies in Uganda: A Case of Uganda National Bureau of Standards(Uganda Christian University, 2024-05-13) Saul WaigoloThe study established how the first impression at the front desk affects the reputation of an organization. It assessed how front desk management affects impression, the relationship between front desk, first impression and reputation and the strategies to improve front desk management. The study adopted the Impression Management Theory of Erving Goffman (1959), which explains how social interactions can influence one’s perception about a person, group, organization, object or event. This study used a mixed research approach (qualitative and quantitative), a sample size of 131 respondents was selected from a population of 160 using of Krejcie & Morgan’s table and a response rate of 90.8% was obtained after distribution of the research instruments and interview. A survey that included general demographic characteristics, factor analysis and linear regression were conducted for the analysis. The results show that when clients get first impression at the front desk, they develop positive perceptions about the organization and there is a positive relation between front desk staff and the client through verbal or nonverbal communication which builds the reputation of an organisation. The researcher recommended that organisations should employ the right and qualified people at the front desk, provide information about the organization to the front desk, develop a feedback mechanism to frequently hear from the clients, also have strategies of motivating the existing front desk staff in order to have a positive attitude of the front desk staff and retain the experienced staff, frequently train them on the practices and policies of the organisation.
- ItemPromotional Communications and Students’ Decision to Join Private Universities: A Case Study of Kumi University(Uganda Christian University, 2024-05-15) John KhaukhaThe main purpose of this study was to analyze the influence of promotional communications on students’ decision to join private universities in Uganda, taking Kumi University as one of the private universities in Uganda focusing on establishing the influence of online promotional communications, offline promotional communications and other factors on students’ decision to join Kumi University. This study employed a descriptive research design aimed at describing the relationship between variables. The sample size of the research was comprised of 263 respondents from a total population of 846 Kumi University’s selected students covering three years: Academic Years (AYs) 2017/18, 2018/19 and 2019/2020. The investigator successfully obtained data from 237 participants out of the targeted sample of 263 respondents. This represents an 89.8% response rate. From the research findings, it is evident that promotional communications pose a significant effect on students’ decision to join private universities, but given the setting of Kumi University, and the findings in this study indicates that these strategies have not been well utilized. The findings also show that besides promotional communications, other factors play a vital role in influencing students to join the university. The researcher, therefore, recommends the university to step up a lively and up-to date online presence, set up a vibrant department of marketing and adopt a Marketing Information System such as the University Marketing System. Further, a comprehensive survey should be carried out on students to discover the best strategy the university can use to increase the number of students in each of its intakes.