THE EXTENT OF PUBLIC RELATIONS IN PROMOTING COMMUNITY PARTICIPATION IN SOCIAL ACTIVITIES: A CASE STUDY OF WERABE TOWN GOVERNMENT COMMUNICATION OFFICE,

ABSTRACT Public relations are regarded as one of the most pressing municipal challenges in promoting community participation in social activities. The purpose of this study was to investigate the extent of public relations in promoting community participation in social activities in Werabe town. Through the use of descriptive research design with mixed approach, data was collected from public relation practitioners working in werabe town communication office. Moreover, the researcher used both probability (stratified random sampling) to select 181 sample respondents and non-probability (purposive sampling techniques) to select key informants. Finally, the data collected through interview and questionnaire and analyzed both thematically and through the use of descriptive analysis methods. The findings revealed two things. Firstly, they ascertained the existence of challenges in the Office which has kept perceptions about community public relations very distorted among the public. Second, despite achievements to transform community public relations, what has largely emerged is a change in form. Factors extending from lack of transparency, poor understanding of PR role, and non-recognition of PR as a management functions are challenges identified. Therefore, the researcher finally recommended community public relations to work in a professional and responsible manner and, for instance it should focus on education based assignments rather than appointing the well-connected to positions they do not virtue. The process of “building a society improved with information and actively participate in the community affairs as a stated goal cannot be achieved without clearly defined plan and communication strategies as well.