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The Influence and Use of Facebook in the Practice of Public Relations in County Governments of Kenya: A Case Study of Bungoma County
(St. Paul's University – School of Communication and Computer Studies – Master of Arts in Communication, 2026-11)
Kuloba, Ezekiel
Public relations practice has transformed globally with the rapid adoption of social media. Facebook remains an instrumental platform for communication and engagement, owing to its widespread adoption and interactive affordances. Even so, a significant gap exists in understanding its strategic use as a public relations tool at the county level in Kenya. Anchored in Excellence Theory and the Dialogic Theory of Public Relations, this study examined Facebook's role in Bungoma County Government's public communication. The objectives were to (i) determine the challenges Bungoma County Government faces in using Facebook as a public relations tool; (ii) assess the level of citizen engagement on the county's official Facebook page; and (iii) examine Facebook's effectiveness as a public relations tool for communication. Data were collected through content analysis of 1,513 Facebook posts published between August 2022 and August 2025, key informant interviews, and focus group discussions. Findings show Facebook is used predominantly as a one-way information channel, with an overall engagement rate of 12.59% and a comment-reply rate of 17.16%, indicating limited dialogic interaction with citizens. Effectiveness is asymmetrical: most sampled citizens either distrust the page or are unaware of it. The study concludes that Facebook's public relations value in Bungoma County Government remains constrained by institutional and access-related gaps, falling short of the two-way symmetric model theorized in dialogic public relations. It recommends that the county set explicit targets for two-way engagement, pair Facebook with low-data trusted channels, and adopt a documented social media policy to move toward two-way symmetric practice. The study is justified by the need for county-level empirical evidence to guide evidence-based public relations policy in Kenya's devolved government communication, addressing a gap in literature dominated by national and Western government case studies.
Effect of Strategic Management Practices on Competitive Advantage in Level Six Private Hospitals in Nairobi County, Kenya
(St. Paul's University – School of Business and Leadership – Master of Business Administration (Strategic Management), 2026-11)
Mugo, Esther Wanjiru
Despite the rapid growth of private-level Six hospitals in Nairobi County, many continue to struggle with maintaining a sustainable competitive advantage. Less than 30 percent of these hospitals report consistent growth in patient volumes and financial performance. The purpose of this study was therefore to establish the effects of strategic management practices on competitive advantage in Level Six private hospitals in Nairobi County, Kenya. The specific objectives were; to determine the effects of strategic planning on the competitive advantage in Level Six private hospitals in Nairobi County, to evaluate the effects of resource management practices on competitive advantage in Level Six private hospitals in Nairobi County, to examine the effects of innovation adoption on competitive advantage in Level Six private hospitals in Nairobi County and to establish the effects of performance monitoring and evaluation practices on competitive advantage in Level Six private hospitals in Nairobi County. This study was underpinned by Resource-Based View theory, Dynamic Capabilities theory, Diffusion and Innovations theory and the Balance Scorecard Framework. The study selected all Level Six private hospitals in Nairobi County, focusing on eight key departments within each hospital that play a critical role in supporting the hospital’s strategic objectives. A quantitative cross-sectional survey design with descriptive and explanatory components was employed utilizing a census approach to include all 64 targeted respondents, eight senior managers from each Level Six private hospital, owing to their key roles in strategic decision-making. The research instruments underwent tests for validity and reliability to ensure data quality. Data was examined using the Statistical Package for Social Sciences (SPSS) version 24, utilizing both descriptive and inferential statistics, such as multiple regression analysis. The findings revealed that strategic planning, resource management, innovation adoption, and performance monitoring and evaluation jointly explained 61.7% of the variation in competitive advantage among Level Six private hospitals in Nairobi County, Kenya. The ANOVA results showed that the model was significant in explaining the relationship between strategic management practices and competitive advantage. Additionally, the findings showed that strategic planning, resource management, innovation adoption and performance monitoring and evaluation were all positively and significantly related to competitive advantage. The study concludes that strategic management practices are significant determinants of competitive advantage in Level Six private hospitals. In light of the findings, the study recommends that private hospitals should strengthen strategic planning, resource management, innovation adoption and performance monitoring and evaluation to enhance competitiveness.
Influence of Governance Mechanisms on Security Management in Public Universities in Nairobi County
(St. Paul's University – School of Business and Leadership – Master of Public Administration and Policy (MPAP), 2026-11)
Okeyo, Erick Ouma
Governance mechanisms are essential for enhancing security management in higher education institutions, focusing on improving leadership, accountability, policy implementation, and stakeholder engagement. However, rising security threats such as terrorism, cybercrime, and institutional unrest have revealed significant vulnerabilities in the governance and security frameworks of Kenyan public universities. While prior research has analyzed governance and security in isolation, empirical evidence examining the relationship between governance mechanisms and security management is sparse, particularly regarding the impact of government policy as a moderating factor. This study aims to investigate how governance mechanisms influence security management in public universities within Nairobi County, with government policy considered as a moderating variable. The research is founded on Agency Theory, Institutional Theory, and Securitization Theory, employing a descriptive cross-sectional approach. The target population consisted of governance and security personnel from six public universities: the University of Nairobi, Kenyatta University, Jomo Kenyatta University of Agriculture and Technology, Technical University of Kenya, Multimedia University of Kenya, and Co-operative University of Kenya. A purposive sampling technique facilitated the selection of 90 respondents. Primary data were gathered through a structured questionnaire, ensuring reliability and validity via pilot testing, which resulted in a Cronbach's alpha coefficient of 0.873. Data analysis was conducted using SPSS version 30, utilizing descriptive statistics, Pearson correlation, multiple linear regression, and hierarchical regression alongside diagnostic tests. The study found that accountability mechanisms and government policy significantly and positively influence security management within these institutions. Accountability mechanisms have been identified as the most significant predictor of security management in public universities, with government policy also playing a notable role. Other factors such as leadership structure, policy implementation, and stakeholder participation showed no independent significant effects. The study indicated that the interaction between governance mechanisms and government policy does not significantly affect security management. To enhance security, concerning leadership structure, the study recommends that university management should have regular reviews of the management structure in order to strengthen and align it with modern security challenges. Concerning policy formulation and implementation, university management should regularly evaluate existing security policies to identify possible gaps between design and implementation. On stakeholder participation, universities should continue to foster stakeholder involvement in security matters while assessing the effectiveness of current participation mechanisms
Corporate Reputation Management in the Era of Artificial Intelligence and Fake News: A Case Study of Safaricom PLC
(St. Paul's University – School of Communication and Computer Science – Master of Arts in Communication, 2026-11)
Kamanga, Eric
Artificial intelligence (AI) has revolutionised the corporate misinformation space, allowing for the quick generation of synthetic fraud content, deepfakes, and faux announcements that can overwhelm organisations' detection and response capabilities. While both Situational Crisis Communication Theory (SCCT) and Image Repair Theory (IRT) provide the most popular models to guide the handling of reputational crises, both theories were developed before the advent of generative AI and have not been tested systematically against threats posed by AI, particularly in the mobile-money sector, where Safaricom PLC's mobile-money platform M-Pesa dominates the market in Kenya. This study explored typologies of AI-generated misinformation targeting Safaricom, the crisis communication counter-strategies it used to respond, their effectiveness in protecting its corporate reputation and implications for stakeholder trust, and the continued relevance of SCCT and IRT in this context. The study adopted a qualitative, interpretivist approach using a single instrumental case study design, and triangulated data from key informant interviews with 24 respondents (including Safaricom employees, external stakeholders, and experts), documentary analysis of 41 documents, and content analysis of 3,412 social media posts from 2021 to 2026, analysed thematically following the six-step approach by Braun and Clarke. The top four types of misinformation included fabricated mobile-money fraud alerts, fabricated announcements, impersonation accounts and deepfakes. Safaricom responded mostly reactively and denialist in 55% of severe incidents, in line with its internal response-time target. Social media sentiment improved significantly after the official response, but stakeholders perceived the response as not as rapid, especially regarding the longevity of results achieved through closed communication channels. The current practice is limited by the detection lag, misinformation formation in the closed channel and overemphasis on the measures of the process of assessment. The results of the study reveal that SCCT and IRT need theoretical extension to fully capture the dynamics of fast-paced misinformation channels, their speed, and scale in AI-exposed markets, and provide practical tools and strategies to improve corporate crisis communication in these markets.
Climate Change and Gender-Based Violence: Exploring Vulnerabilities and Impact on Women in Matapato South Ward, Kajiado County, Kenya
(St. Paul's University – School of Education and Social Sciences – Master of Development Studies, 2026-11)
Orguba, Edna Dararo
Gender-based violence (GBV) remains a critical social challenge in climate-vulnerable pastoral communities, where environmental stressors intersect with gender inequalities. This study, grounded in EcoFeminist Theory and Social Vulnerability and Resource Scarcity and Conflict Theory, examined how climate change outcomes influence GBV against women in Matapato South Ward, Kajiado County, Kenya. EcoFeminist Theory highlights how gendered power imbalances increase women’s vulnerability, while Social Vulnerability and Resource Scarcity and Conflict Theory frames how environmental shocks compromise social and household stability. The study targeted women and key stakeholders, including community elders, local administrators, healthcare workers, law enforcement officers, and NGO representatives addressing climate change and GBV, with a total population of 194 women and 62 stakeholders. Using Yamane’s formula, a sample of 131 women and 44 stakeholders was selected. Cluster and purposive sampling ensured balanced representation. Data were collected through structured questionnaires and key informant interviews. Quantitative data were analyzed descriptively, and qualitative data were analyzed thematically. Findings reveal strong theoretical and empirical links between climate stressors and GBV. Consistent with Feminist Theory, 95.9% of respondents reported that drought-related water scarcity leads to household conflicts, reflecting how resource scarcity exacerbates gendered power tensions. Pasture shortages were cited by 98.0% as increasing domestic violence, while 93.9% indicated that food insecurity intensifies household disputes. Supporting Vulnerability/Resilience Theory, 92.9% reported that drought-induced migration exposes women to sexual violence, highlighting how mobility under climate stress heightens vulnerability. Overall, 92.9% affirmed that climate stressors increase GBV in their communities. The study concludes that climate-induced water, pasture, and food scarcity, along with migration, intensify GBV risks, including household disputes, emotional abuse, sexual violence, and exploitative relationships. These findings underscore the gendered security implications of climate change and the need for targeted interventions to reduce GBV, enhance community resilience, and protect women in pastoralist settings.

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