Dissertation
| dc.contributor.author | Rukundo Lorraine Queen | |
| dc.date.accessioned | 2026-04-10T15:42:39Z | |
| dc.date.available | 2026-04-10T15:42:39Z | |
| dc.date.issued | 2026-02-24 | |
| dc.description | Undergraduate | |
| dc.description.abstract | This study investigates how effective communication has impacted the public relations performance of Uganda Christian University (UCU), Mukono. Effective communication is central to reputation management, stakeholder engagement and institutional credibility, functions that are at the core of university public relations. Drawing on theoretical perspectives such as the Two-Way Symmetrical model and Excellence Theory, the research examines the communication strategies employed by UCU’s Public Relations Office, evaluates how these strategies affect image and stakeholder relations, identifies barriers to communication effectiveness and proposes practical measures for improvement. The study follows a mixed-methods approach guided by a descriptive design. Primary data were collected from the PRO, administrators, lecturers and students using structured interviews and questionnaires. Secondary sources included institutional communication materials and prior scholarly works relevant to communication and PR in higher education. Key findings indicate that clarity, timeliness, feedback mechanisms and channel integration significantly influence PR performance. Nevertheless, constraints such as limited resources, inconsistent messaging across departments, and optimal use of digital platforms reduce communication effectiveness. The research concludes that strengthening two-way communication, investing in digital competencies, codifying communication protocols and institutionalizing feedback mechanisms will improve PR performance at UCU. Recommendations are offered to guide university management and the Public Relations Office toward a more strategic, participatory, and technology enabled communication practice. Keywords: Effective communication, public relations, stakeholder engagement, institutional reputation, Uganda Christian University. | |
| dc.identifier.uri | https://hdl.handle.net/20.500.12311/3229 | |
| dc.language.iso | en | |
| dc.publisher | Uganda Christian University | |
| dc.title | Dissertation | |
| dc.type | Dissertation |