Stakeholders perceptions on efficacy of public relations officers in government ministries: a multiple case study of selected government ministries in Malawi

Abstract

While the introduction of public relations officers (PROs) in government ministries in Malawi in 2011 was commended as a positive step towards improving public relations (PR) operations, there have been some growing concerns from interest groups such as Nongovernmental organizations, that PROs in government ministries are ineffective. Although there had been such allegations, there was no evidence to substantiate them. Therefore it was necessary to conduct this study to address the following research questions: What are the perceptions of internal stakeholders on the efficacy of PROs? What are the perceptions of external stakeholders on the efficacy of PROs? How do the perceptions of internal and external stakeholders compare? The study adopted a qualitative approach with a multiple case study as a research method. A sample size of 24 participants out of 58 was used. Data was generated using interviews, focus group discussions and document analysis. Findings revealed that PROs are perceived as propaganda officers serving the interests of politicians. On a positive note it was revealed that the PROs have improved media relations, stakeholder-relationship and communications management. The study recommends that PROs stay apolitical as they carry out their duties in order to gain trust from stakeholders, ministries employ qualified PROs or upgrade the unqualified ones so as to enhance their competence.