Structuration and public relations practice in the Namibian public sector select="/dri:document/dri:meta/dri:pageMeta/dri:metadata[@element='title']/node()"/>

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dc.contributor.author David, Aurelia
dc.date.accessioned 2018-05-27T15:58:10Z
dc.date.available 2018-05-27T15:58:10Z
dc.date.issued 2018
dc.identifier.uri http://hdl.handle.net/11070/2303
dc.description A research thesis submitted in partial fulfillment of the requirements for the Degree of Master of Arts in Media Studies en_US
dc.description.abstract This study examined public relations in the Namibian public sector from three key perspectives; the PRO, the public and the permanent secretaries who are the official accounting officers of ministries. The research sought responses from different groups of respondents who all have a role to play in PR practice in the public sector. The purpose of the research was to bring PR practice in the public sector to the fore and highlight how the PROs carry out their tasks in the public sector where productivity is often hampered by political factors and issues of hierarchy. The views of the Permanent Secretaries were gauged in order to gain insight into the PR practice in government from management‟s perspective. The methodology used in the research was a mixture of qualitative and quantitative approaches. A survey was conducted for the larger sample of the study which was the public at large and focus group discussions and interviews were used to obtain the views of PROs, Permanent Secretaries and one Director of Information and Research. The major findings were that there is a lack of emphasis placed on the importance of Public Relations (PR) in the public sector in Namibia; this prohibits PROs in the public sector from successfully carrying out their tasks and fulfilling the communication needs of government and the public. Effective PR is essential and especially so for the public sector in a democratic state. The electorate need to hold the leaders accountable and communication plays a big role in this accountability. This research is significant because it creates a window into the PR function in the public sector; some respondents alluded to PR being new in government and especially in certain ministries. The research can thus act as a catalyst for PROs, the general public and the management of the public sector to improve public communication for the good of all the stakeholders. Based on these, the study calls for PROs in the public sector to be more proactive in terms of carrying out their tasks and equipping themselves with knowledge about their employer in order to assist the public when the need arises. They should also not shy away from certain responsibilities but instead embrace every opportunity as a chance to learn and improve Public sector management should empower PROs more often by involving them in management meetings so that they are aware of the strategic decisions made in their workplace, additionally management should re-look at the red tape that prevents PROs from pronouncing themselves publicly on issues concerning their OMA. The general public ought to increase their efforts of retrieving information from OMAs as access to information about public offices is essential for them to be active citizens and understand what their rights and responsibilities as citizens are. en_US
dc.language.iso en en_US
dc.publisher University of Namibia en_US
dc.subject Structuration en_US
dc.subject Public relations en_US
dc.subject.lcsh Public relations, Namibia
dc.title Structuration and public relations practice in the Namibian public sector en_US
dc.type Thesis en_US


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