Bachelor of Arts in Journalism and Communication- BBUC
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Item Media Relations in Crisis Management: A Case study of Kabale District local government.(Uganda Christian University, 2026-10-15) Niwensiima, RitahThe purpose of this study was to investigate the role of media relations in crisis management in organizations. In the modern highly interconnected ommunication era, organizations are faced with different kinds of crises such as reputation threats, financial frauds, operational failures, and public relations problems. In such cases, media relations were very important in influencing the process of communicating the information via traditional and new media channels. Media relations allowed organizations to control information, reduce misinformation, and maintain stakeholder confidence in the situation of a crisis. The study was based on the theory of excellence in public relations. This theory focuses on the importance of two-way symmetrical communication in organization-public relations. The study used a descriptive research design and a mixed-methods approach including quantitative and qualitative methods. The population for the study will include employees, stakeholders, communication specialists, and public relations professionals in the selected organization. The data collection tools will include questionnaires, interviews, and focus group discussions. The study is supposed to reveal media relations practices of organizations in the case of a crisis, investigate the role of media relations in enhancing crisis management, and examine organizational challenges in managing media relations. The results are expected to indicate that the methods such as press releases, media briefings, spokespersons, and digital media updates played a significant role in shaping the outcome of the crisis through enhancing communication clarity and transparency. The research was expected to prove that media relations were an important aspect of the crisis management process as it not only improved communication effectiveness but also reinforced organizational reputation and trust. These results proved to be highly beneficial for the communication specialists, organizational managers, policy-makers, and researchers.Item Exploring the Perceptions and Practices of Ugandan Smes in Kabale Municipality Regarding Social Media for Brand Boosting(Uganda Christian University, 2025-09) Sophan NiwamanyaThe research is about exploring the perceptions and practices of Ugandan SMES in Kabale municipality regarding social media for brand boosting. The objectives of the study were identifying the social media platforms most commonly used by Ugandan SMEs for brand building, analyze the strategies and practices employed by Ugandan SMEs to enhance their brand image and engagement on social media, identify the main challenges faced by Ugandan SMEs in utilizing social media for brand boosting and understand how Ugandan SMEs measure the effectiveness of their social media efforts in terms of brand building. The research employed a descriptive case study approach to qualitatively investigate how chosen SMEs in Kabale Municipality utilize social media for brand enhancement, incorporating both primary and secondary information sources. The target population included SME owners, social media managers, and customers in Kabale Municipality. Purposeful sampling was applied to select 20 SMEs that actively participate in social media branding. Interview guides facilitated the collection of qualitative data from SME managers and marketers, while focus group discussions (FGDs) were held with SME staff and social media followers to gain insights into their shared perceptions and experiences concerning SME branding strategies on social media. During a focus group discussion with SME employees and social media followers in Kabale Municipality, they indicated that Facebook was the predominant platform for brand development.Item Corporate Social Responsibility and Public Perceptions of Century Bottling Company (Coca Cola)-mbarara Branch(Uganda Christian University, 2025-08-28) Shallot NyebazaThis study aimed at investigating the role of corporate social responsibility on public perceptions of Century Bottling Company (Coca Cola)-Mbarara branch. The study was guided by the following objectives; identifying and describing the key corporate social responsibility (CSR) initiatives implemented by Century Bottling Company, exploring the perception of the Mbarara Community regarding Century Bottling Company’s CSR initiatives, and analysing the relationship between perceived CSR initiatives and the overall organizational image of Century Bottling Company (Coca Cola) Mbarara branch. The study employed the use of a descriptive research design where qualitative research approach was used. The method of data collection used during the study was interviews and focus group discussions. A sample of 20 customers of Century Bottling Company and 5 key informants who are the top management of Century Bottling Company was gotten using both simple random and purposive sampling methods. The study findings revealed that Century Bottling Company’s CSR interventions especially clean water projects; education assistance, health initiatives, and environmental interventions are highly valued by the citizens of Mbarara because they address pressing needs and establish social inclusion. Such interventions have played significantly in enhancing the image of the company in the eyes of the public, increasing trust, loyalty, and competitiveness. Nevertheless, further outreach to rural communities and more frequent CSR interventions are required to maintain positive attitudes during the entire year. Last, the study recommended the need for Century Bottling Company to increase the frequency and visibility of its CSR activities, expand the coverage to rural areas, intensify collaboration with local stakeholders, utilize effective communication strategies to raise public awareness, and implement ongoing monitoring and feedback mechanisms to allow CSR activities to be sustained and become responsive to community needs.Item Decoding Digital Identities and Exploration of Whatsapp Status Content and Lecturers’ Perceptions of Uganda Christian University- Bishop Barham University College Kabale Students’ Academic and Social Identity(Uganda Christian University, 2025-08-15) Ivone ArindaLecturers’ perceptions of students are based purely on academic performance, classroom engagement and professionalism. Social media would serve only as a supplementary communication tool without affecting academic relationships or perceptions. WhatsApp statuses often display content ranging from academic achievements to casual or controversial opinions. These updates can subconsciously influence lecturer’s perceptions, sometimes leading to biases about students’ academic abilities and social identities. Existing studies often overlook the specific cultural and institutional contexts, and there is a need for more robust methodologies to capture the complexity to these perceptions and their potential biases. Furthermore, the long-term effects of these perceptions on student-lecturer relationships and academic outcomes remain largely unexplored