EFFECTS OF PUBLIC RELATION ACTIVITIES ON MARKETING OF ORGANIZATIONS, THE CASE OF BUSIA COUNTY GOVERNMENT

Abstract

The purpose of the study was to investigate the effect of Public Relation activities on marketing of organizations, a case of Busia County Government. The issue is to investigate the contribution of PR to marketing of organizations. The objectives of the study were: to identify effects of media relations on marketing of organizations, to assess the effects of PR promotional activities on the marketing of organizations, to find out how product publicity affects marketing of organizations and to evaluate the effects of corporate communication on the marketing of organizations. The study reviewed relevant literature from previous studies done on public relations activities and what their findings were in regard to how organizations used them. Descriptive research design was used because the problem was specific and well defined. The study targeted 120 employees from Busia County Government. Yamane formula was used to determine a sample size of 92 from the study population. Questionnaires were used to obtain quantitative data on the subject with the aim of having facts on the situation. Data was analyzed using descriptive statistics mainly frequencies and percentages. The findings were presented in the form of tables. The study found out that media relations had a significant effect on marketing of organizations, PR promotions had effect on the marketing of organizations, product publicity affected marketing of organizations, and corporate communication had a significant effect on the marketing of organizations. Finally, the study found out that Public Relations activities had a significant effect on marketing of organizations. It is recommended that the management should ensure that they adopt the appropriate social media tool that will enhance marketing of the organization. Also, the management should adopt the right promotion strategies to facilitate better marketing of the organization's products/ services. In addition, product publicity should be encouraged in order to ensure better organizational marketing. Further, the management should encourage application of corporate communication to enhance marketing of the organization. Finally, the management should adopt the right public relations activities so that to boost marketing of organizations.