MASENO UNIVERSITY

SCHOOL OF BUSINESS AND ECONOMICS

BACHELOR OF BUSINESS ADMINSTRATION (MARKETING OPTION) WITH IT

PUBLIC RELATIONS
ABA 431
GROUP WORK

NAME ADM NO SIGN

RANGILI ELIJAH ALOGO BA/03009/011
MORANGA DOMINIC ORORA BA/00212/011
ODHIAMBO FAITH AWINO BA/03138/011
OYUKO JAMES ROBERT BE/03007/011
WANDO MAUREEN LIPESA BA/03145/011
OTUOMA HADDON SPURGEON BA/03175/011
OWUOR DAISY ANYANGO BE/03029/011
BRAYANE OMARI MULINYA BA/00236/011
COLLINS KIRUI BE/03016/011
MUCHIRI JOSPHAT MUIGAI BA/00987/011
JOYCE ADHIAMBO OTIENO BA/00208/011
COLLINS KIBET MUYEI BA/03183/011
SAYN MWACHIA OKEMO BA/03065/011
MARY IMMACULATE ONYANGO BA/03199/011

INSTRUCTOR: MADAM LUCY

Make notes on public relations in Kenya (PRSK).

OVERVIEW OF PR IN KENYA

The Public Relations Profession in Kenya has grown leaps and bounds in Kenya and globally a
factor that is evidenced by the increased number of job opportunities, consultancies and
academic institutions offering PR as a course.

Kenya has close to 40 registered PR firms that operate at different levels of capacity and offer a
diverse range of services to clients within Kenya and the East African Region. Furthermore,
there are a host of individual consultants who also provide PR services to organizations.

Over the years, the Public and Private Sector organizations have embraced the use of PR as a
strategic tool in reaching out to their audiences. A case in point is the registration by PRSK
(Public Relations Society of Kenya) of all Government Ministry Public Relations Officers and
the continued creation of PR dockets within parastatals and other private organizations.

In respect to academic institutions, a host of universities and mid – level colleges offer tailored
PR courses that seek to develop well rounded practitioners whose theoretical knowledge is
applicable to the current trends and best practice principles.

Background on PRSK
The Public Relations Society of Kenya (PRSK) was established in 1971 when the founders of the
Society felt the need to establish the professional body to guide and bring together PR
practitioners in Kenya. PRSK was formed by constitution and is a registered Society. The
Society's broad objective is to advance excellence in Public Relations in Kenya and to ensure
that the practice continues to thrive within the ethical framework defined by the profession.

To keep abreast with the global dynamics of the profession and to create networking
opportunities for the practitioner, PRSK affiliates to regional, continental, and global PR bodies.
Within the East African region, PRSK is a member of the East African Public Relations
Association (EAPRA). PRSK is a member of the Federation of Africa Public Relations
Association (FAPRA), the continental body for all PR national associations in Africa. At the
global level, PRSK is a founder member of the Global Alliance for Public Relations and
Communications Management (GA). Also, members subscribe to the International Public
Relations Association (IPRA), thus forming the Kenya IPRA chapter.

In order that the highest degree of respect for the profession is maintained, members adhere to a
code of ethics. The PRSK Code of Professional Conduct is based on the code of Athens, which
was authored by Lucien Matrat, member emeritus (France) of IPRA.
PRSK adopted the Global Alliance Universal Protocol, which aims in achieving a unified
profession and industry worldwide.
Motto, Vision, Mission

PRSK VISION
To develop the Public Relations practice, facilitate sharing of professional excellence for
members and be a valuable resource base for its members.
PRSK MISSION
To promote excellence in Public Relations and Communication Management in Kenya by
providing a forum for Public Relations practitioners to exchange skills, knowledge and ideas.

PRSK SLOGAN
‘Advancing Excellence in Public Relations.'

PRSK VALUES

 Professionalism
 Excellence
 Integrity
 Dynamism

Continuous Professional Development (CPD) programme

CPD is a global trend structured as a lifelong learning process to enhance the value and status of
both the practitioner and the profession. It helps one keep on track with skills, knowledge and
experience gained both formally and informally beyond the individuals’ academic and/or
professional qualifications.

OBJECTIVES OF PRSK

 To serve as an umbrella body for all Public Relations practitioners in Kenya.

 To advocate and promote the PR practice at all levels in the private and public
organizations.
 To provide an effective communication and networking channel between various targets
and / or interested groups.
 To advocate and promote the objectives of international associations to which we are
affiliated.

PRSK FIVE YEAR STRATEGIC OBJECTIVES

 To undertake activities that will ensure continuity and concentration of effort towards
realizing the PRSK Vision, Mission and Objectives.
 To set up benchmarks upon which PRSK can be evaluated
 To realize planned benefits to members.
 To ensure a smooth transition during change of office bearers.
  To provide a clear strategy to the PRSK Secretariat.

Partners

PRSK partners include; The African Public Relations Association (APRA), The Global Alliance
for PR and Communication Management, International Public Relations Association and Makini
College.

MEMBERSHIP CATEGORIES AND FEES

Membership to PRSK is open to individuals practicing and or studying PR and Communication

in Kenya. The Society has the following membership categories:-

Category Joining Fee Annual Renewal Total

(Kshs) (Kshs)
Honorary Nil Nil Nil
Member
Fellows Nil Nil Nil
Full Members 5,000 5,000 10,000/=
Associates 5,000 5,000 10,000/=
Student Members 1,000 1,000 2,000/=

HONORARY MEMBER AND HONORARY FELLOW - In exceptional circumstances the

Committee shall be empowered to confer upon the individual from within or without the Society
the position Honorary Fellow or Honorary Member of the Society in recognition of outstanding
services as the case maybe.

FELLOW MEMBER - The Committee shall be empowered in a manner hereinafter mentioned

to confer Fellowships upon members in recognition of the Public Relations profession as defined
by the Society from time to time and six consecutive fully paid up years of Membership.

FULL MEMBER – This membership category is open to individuals who at the date of their
application are 26 years of age or more and whose applications are acceptable to the Committee
provided that they have had at least five years substantial experience in the practice of Public
Relations, and can satisfy the Committee as to their professional and academic competence with
a degree in Public Relations and or a Masters in the same while at the same time been engaged
full time in Public Relations and awarded academic qualifications recognized by the Society.

ASSOCIATE MEMBER – This membership category is open to individuals who at the date of
their application are above 21 years of age with at least one - two years experience in Public
Relations and hold a degree, diploma or certificate in Public Relations awarded from an
academic institution recognized by the Society.Or individuals who are connected with Public
Relations i.e. Human Resource, Marketing and Customer Service but satisfy The Committee as
to their eligibility in this respect with at least a diploma in Public Relations.

STUDENT MEMBER – This category is open to individuals who have satisfied The
Committee that they intend to pursue or are pursuing a career in Public Relations. Student
Members will be entitled to retain such Membership for a period of three years from the date of
entry to the Society.

RETIRED MEMBERS – This category is open to any Fellows, Members or Associates who
have retired from active business life and whose applications are acceptable to The Committee.

MEMBERSHIP APPLICATION FORMS are available online or at the PRSK Secretariat.

Once applications are received, they are approved by the Membership sub-committee and
successful applicants informed. To complete applications, applicants are required to pay their
joining and annual subscription fees.

MEMBERSHIP BENEFITS

 Interaction with the PRSK fraternity through Monthly Talks, Luncheons and Facility
Tours.
 National, regional and international networking with other PR bodies.
 Use of membership credentials e.g. MPRSK for full members.
 Free subscription to 'PR Arena', the Society's professional magazine.
 Free information on local or international upcoming seminars, colleges offering PR
courses and information related to PR issues.
 Free access to the PRSK database and profiles.
 Discounted fees to PRSK functions and activities.
 Free linkage to senior practitioners and authorities in the profession.
 Discount and offers from PRSK partners.
 Membership certificate and ID.
 Information on job vacancies.
 Tips on best practices.
 Mutually beneficial collaborations between Member's organizations and PRSK.

SPECIFIC MEMBERSHIP POLICIES

 The membership calendar year is 1st Januray through December 31st.

 Subscriptions are due on 1st January annually.
 Membership is on individual basis only.
 Membership cannot be transferred from one individual to another
Challenges Facing PR
Where PR and marketing departments operate independently, the potential exists for inconsistent
communication and duplication of efforts within the organization. This leads to lack of progress
and development of the organization because the PR may misfire through mismanagement and
lack of coordination with marketing department.
There are few PR practitioners employed in organisations. This is because some firms do not
believe in spending money on image related communication.
With PR, journalists act as gatekeepers. If a story is perceived as having no value, it may not be
published by the media. This occurs especially when there is other important news.
Some organisations hire PR practitioners for the wrong reasons. The PR practitioner may be
given a directive to protect the top management from the media and serve no other purpose.
There is lack of sufficient training of PR in developing countries. PR is usually offered as a
certificate and diploma course in many developing countries thus limiting its scope in research
and training unlike in other fields.

Despite its potential strengths, public relations is occasionally described as a marketing stepchild
because of its sometimes limited and scattered use. The PR department is often located at
corporate headquarters or handled by a third-party agency. Its staff is so busy dealing with
various publics (stockholders, employees, legislators, and the press) that PR programs to support
product marketing objectives may be ignored.

REFERENCE
http://www.prsk.co.ke/