The Impact Of Effective Communication On The Organisational Perfomance Of The Public Relations Association Of Uganda (Prau)

ABSTRACT

The study was conducted in order to assess the impact of effective communication on the

organizational performance with particular reference to the Public Relations Association of

Uganda (PRAU) It was guided by three research objectives: to examine the impact of effective

communication on the organizational performance in the Public Relations Association of

Uganda, to establish the factors that affect effective communication in the Public Relations

Association of Uganda, and to ascertain the relationship between effective communication and

organizational performance in the Public Relations Association of Uganda. The study employed

case study research design was used where both quantitative and qualitative methods of data

collection and analysis were used.

The study found out that PRAU use effective communication to bring out organizational

performance and it was concluded that most public relations practitioners use effective

commun icati on in their organizations.

The study recommended as follows:

The system of allowing every employee to get involved in communication process is productive,

it makes employees feel that they belong to the organization and are valued, The employees are

therefore given to work harder ensuring the success of the organization. The organization should

therefore keep it up.

• The organization should introduce a feedback mechanism because it is the only way to measure

the success of effective communication system. Without a feedback mechanism, employees feel

they are being communicated at and it only breeds discontent.

• A polity should be introduced where all written communication goes through the public relations

department so that it is made understandable by all the employees. Technical information is of no

use to those who do not understand it before employee cannot respond to it.

• A key ingredient to develop effective communications in any organization is each person taking

responsibility to assert when they don’t understand a communication, or to suggest when and how someone could communicate more effectively.