The Roles of Public Relations on Maintaining Mutual Benefits between the Organization and Its Stakeholders: Kabridahar University in Focus

Abstract

Public relation is a profession about the creation and establishment of relationship among stakeholders or publics in a specific organization. The purpose of this study was about the role of public relations practitioners to maintain mutual benefits in the organization and its stakeholders. To study the role of public relation practitioners in the organization, the researchers employed use and gratification theory, system theory and stakeholder theory as a theoretical framework. To collect data from employees and public relation director, the researchers employed descriptive research design. On the other hand, to collect credible data the researchers were employed both qualitative and quantitative research approach. The total participants involved in the study were 260 based on the random sampling technique. To analyze the questionnaires, the researchers were used version 26 SPSS. The quantitative and qualitative data collected were respectively analyzed using statistical (descriptive and inferential) and thematic analysis respectively. The findings suggested that the public relation practitioners were not play their role of maintaining employees benefit in the organization. Similarly, public relation practitioners were not playing their role maintaining organization’s benefit. Generally, public relation practitioners were not playing their important role to maintain the mutual benefit between the organization and its publics. Public relation practitioners frequently used Somali TV to communicate with stakeholders. As the research finding shows lack of skilled man power, lack of adequate information and lack of budget and misconception of managers about public relations were the challenges of the practice of public relation.