Browsing by Author "KAPENDA, JAIRUS JULIUS"

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    ASSESSING THE USE OF SOCIAL MEDIA IN THE PUBLIC RELATIONS PRACTICES OF THE GOVERNMENT INSTITUTION PENSION FUND (GIPF) OF NAMIBIA
    (NAMIBIA UNIVERSITY OF SCIENCE AND TECHNOLOGY, 2022-01) KAPENDA, JAIRUS JULIUS
    Social media have a significant role as a communication tool used by public relations practitioners in disseminating and sharing information as well as obtaining feedback from clients. When used effectively as a communication tool, social media can help address complaints, do market research to identify the needs of the clients and can help any organisation identify new market niches. Despite the essential role of social media, many organisations, including Government Institution Pension Fund (GIPF) Namibia are still not using social media to their maximum and are still opting for traditional methods of communication by the public relations practitioners. This study was conducted using a mixed-method approach. This study assessed the use of social media in public relations practices of the GIPF. The study adopted a quantitative approach, using a case study research design. The study population comprised GIPF staff members and clients. Hence, the sample consisted of 200 participants. A convenient sampling method was used to select a sample. A structured questionnaire with mixed questions collected both qualitative and quantitative data. The major findings of the study were that social media has a great impact on public relations practices and traditional social media platforms, notably Facebook, Instagram and Twitter remained popular. The recommendations were based on the research findings. Hence, the study recommends that various strategies can be used to enhance social media use and visibility. It was also recommended that public relations practitioners should be trained so that their awareness and use of social media is improved.