Public Relations and Effective Communication by Selected Research Institutions in Uganda

ABSTRACT 

This study aimed to find out how research institutions in Uganda make use of Public Relations tools to communicate with their publics and whether those tools have made communication more effective. Using a mixed method approach, qualitative data was collected first through interview guides with a select group of researchers (scientists) and public relations practitioners at Makerere University School of Public Health, Natural Chemotherapeutics Research Institute and Uganda Virus Research Institute. The purpose of collecting qualitative data first was to get expert views, perspective and ideas on Public Relations and nature of public relations being practiced therein. The information obtained here aided the designing of the questionnaire. Using Slovene’s formula, a sample size of 400 respondents from the districts of Kampala and Wakiso was obtained for the study. Data was computed using Statistical Package for the Social Sciences (SPSS) 2015 version to get frequencies and descriptive data. The results indicated that majority of the respondents believed genuine engagement with researchers was crucial to ease understanding of scientific findings. Most of the respondents relied on mass media as a primary source of information with the internet following closely especially among the youth. Most respondents preferred interacting with the researchers through community meetings to mass media talk shows. Majority of the participants indicated to have participated in a research project in the last one year. Most respondents believed literature provided by the research is not easy to understand. It was therefore concluded that the three research institutions hardly dialogue with their target audiences, thus hindering Public relations effectiveness because the message is not received as intended. It is the recommendation of the researcher that the three research institutions should consider adopting the usage of the internet especially social media in combination with radio when communicating with the general public.

TABLE OF CONTENTS

DECLARATION

COPYRIGHT ii

APPROVAL Hi

DEDICATION iv

ACKNOWLEDGMENTS v

LIST OF TABLES ix

LIST OF FIGURES x

LIST OF ABBREVIATIONS AND ACRONYMS xi

ABSTRACT xii

CHAPTER ONE: INTRODUCTION 1

1.0 Introduction 1

1 .1 1-listorical Background to the Study 1

1 .2 Problem Statement 6

1.3 Purpose of the Study 7

1.3.1 Specific Objectives 7

1.4 Research Questions 8

1.5 Hypothesis of the study 8

1.6 Scope of study 8

1.7 Significance of the study 9

1.8 Definition of Key Terms 10

CHAPTER TWO: LITERATURE REVIEW 11

2.0 Introduction 11

2.1 Theoretical Perspective 11

2.2 Conceptual Framework 16

2.3 Review of related literature 20

2.3.1 Dialogue and public understanding of science 20

2.3.2 Effective Communication .21

2.3.3 Media and how they aid effective communication from a PR perspective 25

2.3.4 Community engagement and public understanding of science 26

2.4 Related Studies 27

2.5 Gaps in the literature 29

CHAPTER THREE: METHODOLOGY 30

3.0 Introduction 30

3.1 Research design 30

3.2 Study Population 30

3.3 Sample size 31

3.4 Sampling Techniques 32

3.5 Source of data 32

3.6 Data collection method 32

3.7 Validity and Reliability 33

3.8 Data analysis 34

3.9 Ethical Considerations 34

3.1 0 Limitations of the study 35

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND INTERPRETATION 36

4.0 Introduction 36

4.1 Background information 36

4.2 Qualitative demographic data 36

4.3 Quantitative demographic data 39

4.4 Data Analysis 43

4.4.1 Dialogue and Public Understanding of Science 44

4.4.2 Effective Communication 44

4.4.3 Media and how they aid effective communication of science 45

4.4.4 Community engagement and public understanding of science .46

CHAPTER FIVE: DISCUSSIONS, CONCLUSIONS AND RECOMMENDATIONS 48

5.0 Introduction 48

5.1 Summary of major findings 48

5.2 Conclusions 49

5.3 Recommendations 50

5.4 Suggestions for further research 51

REFERENCES 52

APPENDIX F ss

APPENDIX IF 62

APPENDIX lIP 64

APPENDIX IV 66

APPENDIXV’ 71