Date of Award

2025

Degree Type

Thesis

Degree Name

Master of Arts (MA) in Digital Journalism​

First Advisor

David Aduda

Second Advisor

Wambui Wamunyu

Department

Graduate School of Media and Communications

Abstract

A strong corporate image is crucial for organization's to thrive in a competitive market. Discrepancies between corporate image and corporate identity can lead to confusion among stakeholders, potentially resulting in crises that harm the institution's brand. Effective media relations strategies are essential for shaping stakeholder perceptions and strengthening corporate image. This study aimed to investigate how four universities (two public and two private universities) in Uganda use media relations to enhance their corporate image, focusing on the media relations strategies used, their effectiveness, and the challenges faced. Using Grunig's Excellence Theory from 1985, it employed a qualitative approach with in-depth interviews, document analysis and purposive sampling to gather and analyse data thematically. The findings revealed media relations strategies such as having good working relationships with journalists and media houses, creating an online presence for the institutions, PR teams crafting their stories rather than having external journalists do it for them, and audience analysis and strategic engagement. The findings also suggest that the effectiveness of the strategies could be assessed through increase in university enrolment, positive findings from social media analytics, and constant media monitoring. Challenges associated with the implementations of the strategies included inadequate funding, understaffing of PR teams, fake news and misinformation, media personalities incompetence, unprofessionalism and newsroom monetization. Website analysis indicated an unoptimized website and social media platforms, highlighting a disconnect between the promises made by the communication and PR personnel and the practice. The websites showed an insufficient engagement with stakeholders, lack of vibrancy, scarcity of infographics, and navigational challenges. This prompts inquiries about communication accuracy and openness to the public and university management, which are essential elements of the Excellence Theory. Universities can enhance their corporate image by employing the specified media strategies, ensuring transparency among PR practitioners, and adequate financial support from senior management.

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