The role of public relations practice during county legislation process: a case study of Embu county government.

Abstract

Public relations are an integral component of the media's engagement with the public. The purpose of this study is to examine the crucial role of public relations practices within the complex dynamics of county legislation processes and public engagement with the County Government of Embu as the focus of the case study. The objective of the study is to examine the public awareness of the legislative process in Embu County. It also looks to identify the methods used by the Embu County Assembly to deliver legislative information. It analyzes the communication processes employed by the Embu County Assembly to disseminate information. The problem statement addresses the less-known influence of public relations in shaping legislative outcomes and building meaningful engagements with country governance. The significance of this study lies in its potential to enhance transparency, improve public participation, and strengthen the relationship between the county government and its citizens. By analyzing the effectiveness of the county’s public relations practices, the study offers insights that can inform policy decisions, communication strategies, and future public engagement efforts. Understanding how public relations shape public awareness and participation in the legislative process is vital for ensuring that governance is inclusive and responsive to the needs of the public. The research explores the correlation between public relations practices, legislative agendas and stakeholder interactions, referring to the theoretical frameworks of agenda-setting theory and stakeholder theory. Through the help of a mixed method approach combining qualitative interviews, content analysis, and questionnaires, the study unraveled the intricacies of public relations' role in county governance. Analysis of the data collected was achieved through descriptive and inferential statistics and, eventually, visualization, identifying the various insights necessary to address the objectives of the study. The findings reveal that there is a moderate level of understanding of the legislative process among the public, with only 55.5% of respondents possessing a moderate knowledge of how the county’s legislative processes work. Social media and mainstream media are the primary channels for communication, although their effectiveness in reaching the public varies. The study also identifies significant challenges in stakeholder participation, particularly in ensuring broader public involvement in decision-making processes. These challenges highlight the need for improvements in public relations strategies to facilitate better engagement and transparency. Based on the findings, the study recommends several improvements to the county’s public relations operations. These include the implementation of sensitization programs to increase public awareness of the legislative process, enhancing digital communication strategies to reach a wider audience, and establishing an effective feedback system to encourage public participation. These measures are expected to improve transparency, foster greater public involvement, and ultimately enhance the effectiveness of the legislative processes in Embu County.