Resource allocation for public relations function: A case study of Uganda Revenue Authority

Abstract

Limited resource allocation to the public relations function in Uganda Revenue Authority is an area of great interest and concern. The inadequate resources affect performance of Public relations unit in URA. However, resource allocation in the public relations function is not well researched in URA. The objectives of this study were to assess the nature of resource allocation, to examine the contribution of public relations function, to identify possible alternative resource avenues available to URA to facilitate Public Relations.

The study employed a qualitative research design. Information was obtained through a review of literature and an interview guide. A Purposive sampling and content analysis method was used during the study. The findings established that the much required nature of public relations is the financial resources. This implied that the PR function has been constrained by limited resources which have greatly hindered its performance. From the study, the finding indicated that the public relations function is known for the establishing relationships between the organization and the public, establishing and maintaining mutual lines of communication, carrying out Tax education and sensitizations. The finding also established the need for more alternative sources of resources that included grants, projects, sponsorship, and decentralization of the resources among others. Recommendations were, the public relations function should be availed more resources in terms of finances and human capital resource in order to enable it meets its objectives and main goal. The study was qualitative in nature; further research on resource allocation for PR function using quantitative methods could be explored. The other possible areas of further study could be quantitative and longitudinal in nature, exploring resource allocation in the entire organization; other studies could explore other factors that affect public relations in the organization.