Public Relations and Service Delivery in Local Government in Uganda: Assessing the Impact of Public Relations and Challenges in Service Delivery in the Case of Gulu District Local Government in Northern Uganda

Abstract

This study is part of the Masters’ Dissertation for the Master of Arts in Strategic Communication at Uganda Christian University, Mukono, titled Analysing the Role of Public Relations in Service Delivery by Local Governments: The Case of Gulu District Local Government in Northern Uganda. The Excellence theory of Grunig and Hunt (1984) and Roger’s Diffusion theory of innovation (1962) informed the analytical framework of this study. The study was conducted in the traditional Gulu district under the jurisdiction and governance of Gulu District Local Government. The areas covered ranged from the two divisions within Gulu Municipality, Layibi and Pece, with a stretch-out to the Bungatira sub-county.
In the case of Gulu district local government, the study used both qualitative and quantitative approaches where 243 respondents were sampled using purposive and convenience sampling to select the participants. The study found that over 230 Kilometre Road was opened in the year 2017-2021 without any conflict. The study also found that there was an increase in handwashing practices because of the involvement of the community through sensitisation and the use of different communication platforms. The study exposed professional growth challenges for Public Relations professionals at the district level as the working environment provides no hierarchical growth in the Public Relations office as the structure in place doesn’t accommodate promotion to senior or mid-level compared to other offices in Gulu District Local Government. The study argues that Public Relations has the capacity to achieve more in terms of supporting or enhancing service delivery, provided there is a deliberate attempt to develop a feedback communication strategy for most public goods or services.
Additionally, with full management or administration support for the public relations department for smooth operation, this study agrees that public relations can improve service delivery in any setting in local government.