Corporate Communication Types Employed in Public Universities in Kenya

Abstract

In the management world today, it’s widely accepted that the future of any organization critically depends on how it is viewed by key stakeholders. Several research studies have shown that corporate communication when effectively used can help organizations acquire goodwill to operate among their stakeholders. The bulk of these studies, however have been conducted in business organizations, government ministries and parastatals. There have been few studies investigating the effectiveness of corporate communication in academic institutions yet the phenomenon of lack of the goodwill granted by stakeholders is well and alive in universities. The proposed study sought to investigate the effectiveness of corporate communication as a management tool in public Universities in Kenya. The study was guided by the Legitimacy theory, Stakeholder theory and the Stakeholder Salience Model. The scope of the study was four public universities in Kenya. The target population for the study was 2040 administrative staff working in public universities in Kenya where a sample size of 334 administrative staff was used. The objectives of the study were to: survey the types of corporate communication used in Kenyan Public Universities; The study adopted a descriptive research design. Primary data was collected through use of semi-structured questionnaires. Additionally, interview guides were used to get insights from students and external publics. Quantitative data was analyzed using descriptive statistics while qualitative data was analyzed using content analysis which involved identification and classifying findings based on themes. The study found that Universities were practicing mainly four types of corporate communication (stakeholder relations, corporate branding, reputation management and change communication).