Effect of communication strategies on the successful implementation of programmes at the International Livestock Research Institute, Kenya
Guuru, Tabitha Wambui
The communication function in organizations has been recognized as one of the main factors that contributes to the success in the implementation of programmes. The effectiveness of the communication strategies applied by organizations determines the direction of the programmes. However, comprehensive studies that explored the effect that communication strategies had on the success of implementation of programmes in nongovernmental organizations were visibly lacking. ILRI as one of the NGOs implementing livestock development programmes in Kenya has in its overall strategy highlighted the significant role of communication in the management and success of its programmes. Nevertheless, the link between the communication strategies applied by the organization and the success of implementation of its programmes remained unexplored. Therefore, the main objective of this study was to establish the effect of communication strategies on the successful implementation of programmes at ILRI, Kenya. The study was guided by three specific objectives that sought to determine the effect of participatory communication, results-driven communication and multi-channeled communication on the implementation of programmes at ILRI, Kenya. The study was anchored on the participatory communication theory, uses and gratifications theory, goal-oriented communication theory and implementation theory. The study employed a descriptive cross sectional research design. The study targeted all the 379 employees involved in the various programmes implemented by ILRI in Kenya and were based at the organization’s headquarters in Nairobi, Kenya. Stratified sampling method was used to select the sample. The study was based on primary data collected using structured questionnaires. The data obtained was analysed using both descriptive and inferential analysis with the aid of the statistical package for social sciences. A regression model was used to show the relationship between the study variables. The study found that participatory communication strategy, results-driven communication strategy and multi-channeled communication strategy had positive effect on the success of implementation of programmes at ILRI. The study concluded that communication strategies were a key determinant of success of programme implementation at ILRI.
A Thesis submitted in partial fulfillment of the requirement for the Degree of Master of Commerce at Strathmore University
Communication strategies, International Livestock Research Institute (ILRI), Implementation of programmes