Evaluating the Role of Public Relations in Communicating Legislative Processes to the Public in Embu County

Abstract

This study evaluates the role of public relations (PR) in communicating legislative processes within Embu County, Kenya, focusing on how PR practices influence public awareness. The primary objectives were to identify the communication channels utilized by the PR office, assess public engagement during legislative processes, and evaluate the effectiveness of these PR strategies. The target population included Embu County residents aged 18 and above, encompassing diverse socio-economic and demographic backgrounds to capture varied perspectives on PR effectiveness. A descriptive research approach was employed, utilizing both random and purposive sampling to select participants for questionnaires and interviews, resulting in a sample size of 400 respondents, including county officials and members of the general public. Grounded in Stakeholder Theory and Agenda- Setting Theory, this research analyses the impact of social media and traditional media on public communication efforts. Data collected from questionnaires were analyzed using descriptive statistics, while qualitative insights were derived from the content analysis of interviews. The study revealed a significant gap in awareness regarding legislative processes among stakeholders, with 58% of respondents indicating a lack of information about how and when these processes occur. Additionally, 55.5% of participants reported being only somewhat or moderately aware of legislative activities, with some confessing to limited participation. Factors contributing to this stakeholder ignorance include inadequate communication from the county government and insufficient public sensitization efforts. The findings emphasize the need for enhanced communication strategies to educate the public effectively. This study recommends improving the website's functionality, leveraging traditional media for broader outreach, establishing robust feedback mechanisms, and implementing public sensitization campaigns. Furthermore, capacity building for PR practitioners and comparative analyses with other countries are suggested to identify best practices in fostering public participation in governance.