Assessment on practices and challenges of Communicationin the FederalHousing Corporation
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Date
2020-06
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AAU
Abstract
This study intends to promote the utilization of conceptual aids for public relations activities by
assessing activities and challenges of public relations at the Federal Housing Corporation (FHC).
Specifically, the study aims to identify the extent to which activities of PR are implementing in relation
to PR theoretical concepts, explore practitioners' role, and challenge facing PR activities in FHC.The
study employed the two-way symmetrical public relations model as a theoretical framework to inform
the study. A qualitative study design was used as the main method of research in order to investigate and
clearly explain the practices and challenges of the communication practice of the Corporation. In
addition to the qualitative method, a quantitative study design also used in order to describe the amounts
of data in number during analysis. Under the qualitative study design, document analysis, interview and
observations were used, whereas under the quantitative research design, questionnaire was used as a data
collection tool. Questionnaire respondents were selected by purposive and convenience sampling
techniques. Questionnaires were distributed among 100 respondents and 83 completed questionnaires
(83%) were analyzed. In addition, interview was conducted to four employees and one team leader. The
findings of the study show that activities of PR in FHC have a variety of aspects, but not satisfactory;
they have not grounded on PR strategy and objectives; no feedback mechanism for improvement; PR
messages are not pretested before reaching the public; almost there is no consistency in PR activities;
practitioners are fully engaged on technician role without dealing with the strategic role; poor internal
PR activities; lack of proper attention for PR section, capacity and skill gap observed on the side of
practitioners, high rate of employee turnover; lack of proper PR structure; not proportioned workload;
lack of information management system Lastly, the study has suggested concentrating on awareness
formation, reforming PR structure, developing theoretical guidelines, capacity building, establishing
interface and information handling system, and committed leadership to improve PR activities in the
FederalHousing Corporation.
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Keywords
challenges of public relations at the Federal Housing Corporation (FHC).