期刊名称：International Journal of Computer Science & Technology
印刷版ISSN：2229-4333
电子版ISSN：0976-8491
出版年度：2017
卷号：8
期号：2
页码：155-169
语种：English
出版社：Ayushmaan Technologies
摘要：This study aimed to investigate the contribution of Public Relations practice to Organizational Effectiveness in private universities in Rwanda. The study focused on the current execution of public relations activities and how they enhance organizational effectiveness of private universities. The research employed several objectives as to: establish the contribution of public relations communicator roles to organizational effectiveness in private Universities in Rwanda; determine the effect of public relations practice models used in enhancing organizational effectiveness in private Universities in Rwanda; and establish the influence of public relations hierarchical placement in organizational effectiveness in private Universities in Rwanda. The researcher based this study on the Excellence and the Systems Theories of public relations and rational, systems, and strategic constituents modals of organizational effectiveness. This study employed a quantitative approach and a descriptive survey design. Data analysis was done using computer SPSS software. The findings revealed that PR had a high positive influence on organizational effectiveness. However, the nature of practice of PR in private universities in Rwanda did not meet the excellency threshold provided by the Excellency theory and did not adequately play the role described by the systems theory. In addition, the ideal two way symmetrical model of communication was not satisfactorily applied and, finally, PR was not duly constituted at the strategic level. Thus, study recommends enhancement of PR practice in private universities to the Excellency standards in order to facilitate PR to have a real contribution to effectiveness of the institutions.
