The Contribution of Public Relations Practice to Organizational Effectiveness: A Case of Private Universities in Rwanda

Abstract

This study aimed to investigate the contribution of Public Relations practice on Organizational Effectiveness in private universities in Rwanda. The study focused on the current execution of public relations activities and how they enhance organizational effectiveness of private universities. The study was motivated by the researcher's observation private universities were encountering performance challenges and that the study of if and how PR practice enhances organizational effectiveness had not been researched especially in the Rwandan context and in educational institutions to be specific though most universities were setting up PR units. The research employed several objectives as to: establish the contribution of public relations communicator roles to organizational effectiveness in private Universities in Rwanda; determine the effect of public relations practice models used in enhancing organizational effectiveness in private Universities in Rwanda; and establish the influence of public relations strategic representation in organizational effectiveness in private Universities in Rwanda.  In line with these objectives, three guiding questions were asked. First, what is the contribution of public relations communicator roles to organizational effectiveness in private Universities in Rwanda? Second, what is the effect of public relations practice models in enhancing organizational effectiveness in private Universities in Rwanda? Finally, how does public relations strategic representation influence organizational effectiveness in private Universities in Rwanda. The researcher based this study on two theories of public relations and three models of organizational effectiveness. First is the Excellence Theory of Grunig (1992) and second is the Systems Theory of von Bertalanffy (1968). The research was also informed by the rational, systems, and strategic constituents modals that give a measurement mechanism for Organizational Effectiveness. This study employed a quantitative approach and a descriptive survey design.  Data analysis was done using computer SPSS software. The findings revealed that PR had a high positive influence on organizational effectiveness. However, the nature of practice of PR in private universities in Rwanda does not meet the excellency threshold provided by the Excellency theory and did not adequately play the role described by the systems theory. In addition, the ideal two-way symmetrical model of communication was not satisfactorily and, finally, PR was not duly constituted at the strategic level. Findings also revealed that most universities were moderately performing in terms of their effectiveness. The findings also revealed that there was a strong positive relationship between PR practice and OE. Thus, study recommends enhancement of PR practice in private universities to the Excellency standards in order to facilitate PR to have a real contribution to effectiveness of the institutions.