ABSTRACT

PR is an integral part of an organisation and its effective practice is bound to the health of the organisation. Public relations is integral to the efficient performance of many organizations today It is the means through which an organisation can effectively monitor, interact with other key groups within the organisational environment.

Over the years PR has moved from being all about disseminating information (press agentry and publicity) to relationship management. Modern researchers have proven that for PR to play its role effectively and make a significant contribution it should be part of management and be practised strategically. Using a modern telecommunications organization as a case study the purpose of this research was to assess the role of public relations in whose strategic organization. Excellence theory and document analysis were employed as the major theoretical and methodological tools. This study therefore sought to assess how PR contributes to the growth and success of Rlg, a modern communications company; postulating that being a modern company PR would be practiced strategically and as recommended by the excellence theory. Through a qualitative research methodology, the study discovered that the PR department of Rlg plays predominantly a strategic managerial role which has an impact on the overall strategy of the organisation. The department therefore contributed to the organisational effectiveness and excellence. The study recommended that the organisation employ practitioners who have formal         education         in         public  relations

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