Application of public relations strategies in the National Police Service: A case study of one Police Division in Kenya

Abstract

The aim of this study was to investigate the application of Public Relations (PR) Strategies in the Police Service in Kenya. The problem that prompted this study was that of widespread public perception of the Service as corrupt, inconsiderate and brutal with very poor people relations. Yet, the National Police Service is also on record as having instituted a lot of reforms, especially since the promulgation of the Kenya Constitution 2010. Academically, it has not been established through research what the police officers know about PR and how they apply that knowledge. Therefore, the specific research questions the study sought to investigate were on the Public Relations (PR) strategies used by the officers within the police service in Kenya; the issues that determine the knowledge of PR and its use by the officers within the police service; The challenges the police encounter while implementing their PR strategies? and finally how key stakeholders perceive Public Relations practices by the officers in the police service. The study adopted the Qualitative Case study methodology and interviews were used for data generation from one police division in Kenya. Data were analysed thematically and relevant ethical concerns especially anonymity and confidentiality were upheld. The findings of this research show that client –information and media publicity are the main strategies used within the Kenya National police service; that the on-going reforms and capacity building are the among the key issues that determine the knowledge of PR and its application among the police service; key stakeholders overwhelmingly perceive the police as being very poor in PR. However, issues like the entrenched traditional approach to police training and the lack of capacity building are main hindrances to progress to the practice of Public Relations. Successful law enforcement is heavily dependent on the people’s willingness to report crimes, to call for help, to report suspicious activities and to serve as a witness or informant. The police need to be able to elicit such types of cooperation from citizens in order to effectively and efficiently control crime and secure people’s safety.