kom project

CERTIFICATION
This is to certify that this work entitled: “Media and Communication
Tools Available to Public Relations Professionals”, is the original
work of KAMDEM KOM GILLES HERMANN
(SM12A982).
SIGNED________________ Date:
Julius Che Tita (Ph.D)
(Supervisor)
SIGNED_____________________ Date:
Julius CheTita (Ph.D)
(HOD/JMC)

DEDICATION
This entire work is dedicated to Almighty GOD who is always there for
me and my family. It is also dedicated to all my lecturers for all the
knowledge I learned from them throughout this three wonderful years. I
wish to dedicate this research project to my course mate for these
wonderful three years pass together.
I wish to dedicate this work to my family who has always supported me.
To Mr Kom Henri my father for his endless support throughout my
education. To Mrs Tchuembou Samo Charlotte who has been there for me
throughout my education. To Mrs Moguem Kamdem Elisabeth my
mother. To Madame Kom Siaka Beatrice. To Mr Geumning Marc. To Mr
Kom Samo Yves-Laurent.
I also wish to dedicate this research project to my very good friends and
the entire SOBA 2005 batch. To Loic Tchinda Fokou, Mekontchou Zatsa
Audrey, Njimatum Abdul, Ioudoum Foubi Jephte and To my departed
friend Manyi Arrey Ferdinand Manyi-Tabot (T-boy) may his soul rest in
peace.

ACKNOWLEDGMENT
I will like to acknowledge this entire research work to GOD Almighty
who gave all the strength, energy, health and knowledge for this work.
To the Head of Department of Journalism and Mass Communication of
the University of Buea Dr Juluis Che Tita who happens to be my
Supervisor. I also wish to acknowledge my lecturers for all the knowledge
given to me. I also wish to acknowledge my course mates for the help
given to me.
I wish to acknowledge every other person who is quoted in this research
work for their researches who help me develop this project.

ABSTRACT
In a time were Pubic Relation is been introduce as a new concept which is
developing in Cameroon, society with its technological advances
particularly those made in this very 21st century has made the world and
its diverse communities become a “Global Village” as Marshal McLuhan
once said. With the growth of numerous organizations; companies,
businesses and industries in Cameroon face a major problem which is
how to communicate with its target audiences be it internal or external.
This is a major problem when we take into consideration that the typical
Cameroonian society is made up of diverse cultures and traditions and
perhaps beliefs which greatly contributes towards developing Public
Relations within a society. This research project is out to help Public
Relations professionals come out if not help identify what are they media
and communication tools available to Public Relations professionals
within Cameroon. The research work is limited to one region of
Cameroon which is the South West Region precisely Buea. This research
work is the beginning of a new era for communication particularly when
it comes to Public Relations in Cameroon. Identifying traditional media
and the new media within the Cameroon media landscape and
identifying which is suitable for Public relation practice in Cameroon is
why this research project came all about.

TABLE OF CONTENT
Certification ……………………..……………………………………….........I
Dedication……………………..………………………………………….......II
Acknowledgement……………………………………………….……... …III
Abstract………………………………………………..………………….….IV
Table of content…………………………………………………….….…. …V
CHAPTER ONE
INTRODUCTION
Background of the study.…………..……………………………………..... 1
Statement of problem………………………………………………... …….4
Research question…………………………..……………………….……....5
Hypothesis………………………….………………………………..…........6
Objectives……………………………………………………………….........6
Significance of study…………………………………...…………………..7
Scope of study…………………………………………………….………… 8
CHAPTER TWO
LITERATURE REVIEW
Public Media…………………………………….………….………...……...10
Controlled Media………………………………………………….……….. 11

Event/groups………………………………………………….…………….. 11
One-to-one ………………………………………………….……………... 11
Interactive media …………………………………………….…………….. 12
Two-way symmetrical model…………………………………………...…12
Two-way Asymmetric model ………………………………..……….……14
ICTs in Cameroon…………………………………………………...………16
Defining new and emerging media………………………………………17
New media and Public relations practice ……………………………..…18
Public Relations Practice in the web 2.0 and 3.0 mediascape……….…18
Theoretical framework…..…………………...………………….………… 25
Diffusion of innovation……….…………………………………….….…..25
Technological acceptance model (TAM)……………………...…….........25
Uses and gratification………………………..……………………………..26
Cultivation theory………………………………………..………...……......28
CHAPTER THREE
RESEARCH METHODOLOGY
Introduction …………………………………………………………………30
Research design……...……………………………………….…………….. 30
Sample population………………………………………..……….…....…. 31

Instrument……………………………………………….………………..….31
Sample techniques…………………………………….………..…………...31
Pre-testing………………………………………….……………………..…..32
Data Collection……………………………………….…………………..….32
Code guide…………………………………………....…………………..….33
Coding…………………………………………………………………..…….33
Data entry……………………………………………..……………………...33
Data cleaning…………………………………………...……………..….….34
CHAPTER FOUR
DATA ANALYSIS
Research questions ……………………………...………………..……...…35
Hypotheses ……………………...………………………………...…………35
CHAPTER FIVE
CONCLUSION AND RECOMMENDATION
Conclusion………………………………………………………………..…..41
Recommendation……………......………………………………………..…43
Limitation...……………...……….....………………………………………..44
References……………………………………………………………………45
Appendix…………………………………..…...……………………...……..48

CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Among the many competing definitions of public relations, J. Grunig and Hunt’s is
the most widely cited definition of public relations: Public relations are “the
management of communication between an organization and its publics.”Grunig
and Hunt (1984), p. 4. It helps to build, develop, identify and maintain relationships
between organizations and to its public. It is also a planned process to influence public
opinion, through sound character and proper performance, based on a mutually
satisfactory two‐way communication. The Public Relation Society of America also
refers to Public Relations as a tool that helps an organization and its publics adapt
mutually to each other. Public Relation is an organization’s efforts to win the
cooperation of groups of people. It is important to mention that PR on a Global
perspective is mostly practice in America and rapidly growing in Europe and Asia
particularly in China. (Class lecture-JMC 407)
Most historians believe public relations became established first in the US by Ivy
Lee or Edward Bernays but PR has been existing before the twentieth century. (Class
lectures-JMC 407) PR existed long ago in Ancient Egypt, Greek and Roman Empire.
In ancient beginnings we could see for example Rosetta stone in ancient Egypt as a
publicity released touted the Pharaoh’s accomplishment, Plato speeches in Greece and
how Apostles used speeches, letters and staged events to draw attention, increase
followers and establish new churches in the roman times. Then came the Middle Ages
were the Catholic church became greatly involved by using persuasion to make

followers go on the crusades. Sponsoring also has existed remember bankers in Venice
sponsored artist like Michelangelo.
However, early signs became visible during the American Revolution as the
Boston Tea Party staged events and the writing of the Federalist Papers. The age of
the press agentry and propaganda came in too. P.T Barnum pioneered many
techniques in the 1800s that are still used today. From 1900 to 1950 it was the age of
the pioneer such as Henry Ford, Ivy Lee, George Creel, Edward L. Bernays and Arthur
Page. The concept progressed from press agentry to the more journalistic approach of
distributing accurate public information. PR came of age in between 1950 to 2000
when the consolidation of PR is seen as a major established force in the American
society. As the US population grew, the economy expanded, and big business became
the norm, organizations found it necessary to employ PR specialists to effectively
communicate with the mass media and a variety of publics. This was the age of
scientific persuasion, management by objective and strategic thinking.
Modern Public Relation practitioners are facing more difficulties and challenges
as information speed and globalization alter the pace and landscape of the profession
(Taylor, 2001, p.629). Managing opinions and perceptions of a group of individuals is
concerned as ancient as political systems and commercial institutions. Best practices
addressing these concerns have long involved a one way communication between an
organisation and a target audience. As seen above, Public Relations has long been
existing in ancient times though the term “Public Relations” was not used. It could be
traced as far as in ancient Egypt were we discover Rosetta stone as a publicity release
advertising the Pharaoh’s accomplishments. The 20th
century has seen the rise of
model modification in public relations. Founding fathers of modern public relations
such as Edward L. Bernays postulated the importance of listening to the audience,
leading to what was termed “Public Opinions”. Communication has played a very
important role in the evolution of societies. A society’s history, culture, values, norms
and technology is found in its communication. This is one of the reasons that

prompted the fathers of public relations to rapidly discover media and
communication tools available to the profession in order to communicate and share
opinions between its internal and external publics.
Swiftly, Public Relations practitioners understood the importance of adapting
to the evolution of its environment in which they inhabit the culture, values and above
all its technology. It is no news today that digital technology has completely if not to
say totally changed our habits and behaviour especially when it comes to
communicating and sharing information. Marshall McLuhan once mentioned in an
interview that “the world is becoming a global village”. This statement of his
completely change the way one could see communication as a whole particularly in
Public Relations. By “global village” we quickly understand how the exchange of
information has been ameliorated between one person and another or perhaps many
others. In journalism one could say it has made the world to share a common interest
and knowledge of certain information. Now, in the profession of Public Relations we
understand the term “global village” has a lot of meaning especially when digital
technology interferes in one way or the other with all its inventions such as Phones,
internet options, websites which has improve communication especially as
communication has become much more interactive in a wider perspective between an
organizations internal and external publics.
Traditional media such as television, radio, newspapers have long been existing and
they were greatly use in Public Relations. Remember during the American Revolution
as the Boston Tea Party staged events and the writing of the Federalist Papers.
Traditional media had greatly improved PR in its time and still exist today. The
traditional media however still is a good medium when it comes to disseminating
messages of Public relations nature. But then, came the new media to compete with
the traditional media. It is important to mention before going further that though the
new media came in, it has help the traditional media even to reach its audience and

that is why PR professionals still greatly depend on the traditional media. Today we
can watch TV online, listen to Radio online and read article on online newspaper.
The New media consist of internet options, websites, phones, and Smartphone
amongst other. The evolution of websites led to web 2.0 with its various platforms
such social network and social media. Web 2.0 also known as the interactive web made
prominent scholars to coin a new generation of public relations known as “PR 2.0”.
PR 2.0 is rapidly growing in the developed due to their advances in technological
sophistication. Better and cheap internet options, availability Smartphone and easy
exposure to all technological sophistication.
Public Relations been a new concept Cameroon is in need to analyse the media
landscape so as to improve its practice within the territory. We come to discover that
the traditional media such as newspaper, radio and television has long been existing
and is much more reliable than the new media generation which is still been in
progress within Cameroon. A great majority of the country is exposed to the
traditional media than the new media. Taking into consideration that, Public Relations
is a multifaceted activity involving different publics and audiences as well as
organizations through various characteristics such as public media, interactive media,
control media, etc... This has made professionals distinguished in their various
capabilities Media and Communication tools that would serve them in order to
disseminate information so as to satisfy its internal and external publics.
Public Relations is much more impressive when it comes to crisis management.
Practitioners become heavily involve in Public Relations during crisis communication.
In order to outdo such a problem professionals need to select the best media and
communication tools that will handle the crisis.
Since PR is a new concept and there is need to design this practice into or within our
society and culture the purpose of the thesis is to find out media and communication
tools Public Relations professionals use in Public Relations and looking at the

profession in Cameroon which are the most used media and communication tools for
proper interaction between diverse organization and its publics be it internal and
external.
1.2 STATEMENT OF PROBLEM
Disseminating information today is wide and complex taking into consideration that
public communication is changing and the opportunity as well as risks posed in this
emergent media environment. The importance of PR to professional should not be
underestimated no matter where it has to be exercised. When you have the right tools
you will succeed in one way or the other in disseminating that information. Looking
at the Cameroonian context PR is mostly effectively in Multinational companies. It is
difficult to practice PR in Cameroon however it should not be underestimate because
it is a broad concept that has an answer to every communication problem whenever
needed and wherever. This is why there is a need to see into what media or
communication tool PR professional used around so as to effectively passed out their
information and get the feedback as it is a two way communication process. There is
the need to develop such infrastructure in Cameroon that is why is important to
identify which media and communication tools professional use to develop Public
Relations in Cameroon but also make it known so as other professionals could quickly
reached their public in a more professional and accurate manner.
1.3 RESEARCH QUESTION
This academic research work adopts a quantitative research approach in order to
investigate on how media and communication tools influence Public Relations within
Cameroon. A theoretical model based on the technology will be used to analyse the
response of Molyko PR practitioners in Buea. The groundwork research questions are
as follow:
 What are Media and Communication tools use by Public Relations
Professionals?

 How effective are communication tools to PR professionals in their job?
1.4 HYPOTHESIS
 Public Relations professional don’t make proper use of media and
communication tools available at their disposition.
 Public Relations professionals don’t know new forms of media and
communication tools available in PR.
 Public relations professional have no distinguished media preferences between
traditional and new media.
 New media communication tools are most effective in PR practice in Cameroon
1.5 OBJECTIVES
In order to better approach this research topic, it will be very important to know some
important human factors that will help set some directives.
The purpose of this study is:
 To understand how Media and communication tools use in public relations
helps the practitioner in his work as public relation professional.
 To know what are the media and communication facilities available to
professionals of public relations in Cameroon.
 To also sort out which are the new media and communication facilities
available to profession in Cameroon.
 It aims at distinguishing between these set of new media and communication
tools which one is likely to succeed in an environment such as Cameroon or to
a certain extent that of Buea taking into consideration culture and language
variation.

 The study also aims to search for evidence how Cameroonians interpret
message of public relations nature.
 Finally, it aims at developing existing and prominent media and
communication tools that would likely succeed in a society like Cameroon.
1.6 SIGNIFICANCE OF THE STUDY
It should be borne in mind that the significance of this study has to do with who stands
a chance to benefit from the findings knowing that modern public relations is not more
a uni-directional communication but bi-directional meaning interactivity is
primordial in today’s PR. The investigation here is to provide result for professionals
of PR to distinguish and learn what tools of communication are available at their
disposal so as to build a proper public relation society in Cameroon and how those
exposed to these messages react.
 The study will mainly serve as a platform for PR professionals operating in
Cameroon to know the level at which the media and communication tools they
use are effective in passing out their messages.
 Public relations professionals will also learn on the new media and
communication technology that may likely improve on the dissemination of
their messages.
 They study will also create awareness for both parties engage into public
relations to know the importance of identifying media and communication
facilities available for public relation practice.
 On a competitive nature, the study will help professionals best sort out the
media and communication facility at their disposal to tackle crisis.
 Added to the above, the study provides an opportunity for more research to be
carried out in this domain. So far, not much has been done on media and
communication tools use by public relations practitioners. in Cameroon

1.7 SCOPE OF STUDY
The population understudy is drawn from a regional set up in Cameroon which is the
town Buea the capital of South West Region. The study equally takes into
consideration a particular group of people which are professionals of Public relations
who constitute the persons with a high marginal propensity to respond to various
queries for this research project. It should be noted that there are various constrains
that might come as a result of carrying out the research but remedies would be
provided.

CHAPTER TWO
LITERATURE REVIEW
The time needed to adopt a new idea or product can be affected by the importance of
the decision as well as the personality of the person receiving the message. The
primary source of information varies at each step of the adoption process. Word‐of‐
mouth (WOM) campaigns are increasingly being used to take advantage of peer
influence in the persuasion process. (Class lectures JMC 407).
Media and Communication Tools Available to Public Relations
Professionals
Characteris
tic
Public
Media
Interacti
ve Media
Controlle
d Media
Events/Gro
ups
One-to-
One
Key Use Build
awarenes
s
Respond
to
queries;
exchange
informati
on
Promotio
n;
provide
detailed
informati
on
Motivate
attendees;
reinforce
attitudes
Obtain
commitme
nts; resolve
problems
Examples Newspap
ers,
magazine
s, radio,
television
Compute
r based:
WWW,
databases
, e-mail,
listserv,
newsgro
ups, chat
rooms,
bulletin
boards
Brochure
s,
newslette
rs,
sponsore
d
magazine
s, annual
reports,
books,
direct
mail,
point of
purchase
displays,
video-
brochure
s
Speeches,
trade
shows,
exhibits,
meetings,
conferences
,
demonstrati
ons, rallies,
sponsorshi
ps,
anniversari
es
Personal
visits,
lobbying,
personal
letters,
telephone
calls,
telemarketi
ng
Nature of Nonperso Nonpers Nonpers Quasi- Personal

communica
tion
nal onal onal personal
Direction
of
communica
tion
One-way Quasi-
two-way
One-way Quasi-two-
way
Two-way
Technologi
cal
sophisticat
ion
High High Moderate Moderate Low
Channel
Ownership
Media
organizati
ons
Common
carrier or
institutio
n
Sponsor Sponsor or
other
organizatio
n
None
Messages
chosen by
Third
parties
and
producers
Receiver Sponsor Sponsor or
other
organizatio
n
None
Audience
involvemen
t
Low High Moderate Moderate High
Reach High Moderate
-Low
Moderate
-Low
Low Low
Cost per
impression
Extremely
low
Low Moderate Moderate High
Key
challenges
Competiti
on, media
clutter
Availabili
ty,
accessibil
ity
Design,
distributi
on
Attendance.
Atmospher
e
Empower
ment,
personal
dynamics
2.1 Public Media
Public media or tools available to PR practioners are newspapers, magazines, radio,
and television. Looking at history how it evolved in Cameroon it is seen that the first
newspapers were used to spread the Gospel by the missionaries even radio was part.
The nature of communication of these tools is nonpersonal and is one-way
communication. Its technological sophistication is high that is, as a mass
communication media it he reaches a great quantity of people therefore making it
reliable to reach specific audiences most especially for radio and television. Message
reach is also high due to the nature of the media. Messages are chosen by third parties

and produces and there is not much interactivity because the nature of the media. It
has low audience involvement. Cost per impression is extremely low and major
challenges are competition and media clutter. (Disorder)(JMC 407 Lectures)
2.1.1 Controlled media
Controlled media generally provide detailed information. That is you can find a good
amount of information in its varieties. Controlled media could be Brochures,
newsletters, sponsored magazines, annual reports, books, direct mail, point of
purchase displays, video-brochures. Its nature of communication is nonpersonal and
is a one-way communication. Its technological moderation is moderate. Message here
are generally chosen by Sponsor because they are the owners. Since modern public
relation is more of is uni-directional its audience involvement is moderate and reach
is moderate-low. Cost of impression is also moderate. (JMC 407 lectures)
2.1.2 Events/Groups
Its primary use is that of motivating attendees and reinforces attitudes. This could be
done through diverse usage of speeches, trade shows, exhibits, meetings, conferences,
demonstrations, rallies, sponsorships, anniversaries. Its nature of communication is
quasi-personal in nature and the direction of communication is quasi-two way. It has
a moderate technological sophistication and is mostly carried by sponsor or other
organization. An example of such event in Cameroon is Promote, Universite du
GICAM. Audience involvement in this form of communication is moderate and reach
is low. Its cost per impression is moderate. (JMC 407 lectures)
2.1.3 One-to-one
Its key aim is obtain commitments and resolve problems. Typical examples of such
practices are through personal visits, lobbying, personal letters, telephone calls, and
telemarketing. Nature of communication is personal due to direct contact with the
audience and the direction of communication is two-way due to direct contact with

the audience. Technological sophistication is low and message chosen is none just as
ownership. It nature permits audience involvement to be high. Reach is low and is
high when it comes to cost of impression. (JMC 407 lectures)
2.1.4 Interactive media
It key aim is to respond to queries and exchange information this done through
diverse tools such as Computer based: WWW, databases, email, listserv,
newsgroups, chat rooms, bulletin boards. Nature of communication is nonpersonal
and direction of communication is quasi-two way. It has a high technological
sophistication and messages are chosen by the receiver. Its ownership goes to
common carrier or institution. Audience involvement is high and reach is moderate-
low. Cost of impression is low. (JMC 407 lectures)
Studies for managing reputation and its linkages with other factors such as behavioral
factors of stakeholders have always been the focus of communication and behavioral
sciences. Many scholars describe reputation management as the role of public
relations whereas others feel that managing components like trust and commitment
through effective media communication can lead to reputation and image.
2.2 Two-way Symmetrical model
J. Grunig (1989) identified the two-way symmetrical model as a way of practicing
public relations through “using bargaining, negotiating, and strategies of conflict
resolution to bring about symbiotic changes in the ideas, attitudes, and behaviors
of both the organization and its publics” (p.29). Remember in chapter one when it
was mention that the 20th
century has experienced a change in model modification
when founding fathers of modern public relations such as Edward L.Bernays
postulated the importance of listening to the audience, leading to what was termed
“Public Opinions”. It is this two-way symmetrical model, which is characterized as

most ethical and effective in practice, which provides a normative theory for achieving
excellent communication management. Thus, Grunig regards the two-way
symmetrical model as excellent public relations.
A prominent theme in public relations research and commentary since the articulation
of Grunig’s model has focused on “either supporting or challenging James Grunig’s
symmetrical model of public relations as most ethical way to conduct public relations”
(Taylor, Kent & White, 2001, p.264-265). The significance of the two-way symmetrical
model can be found from the following two aspects.
First, the two-way symmetrical model makes organizations more effective. From a directional
perspective, two-way communication, such as two-way symmetrical model, allows
for the exchange of information – information flows freely between systems, such as
organizations, publics, managements, and employees. From a purposive perspective,
symmetrical communication, seeks moving equilibrium through cooperation and
mutual adjustment.
In contrast, asymmetrical communication “leaves the organization as it is and tries to
change the public” (Grunig, 1992, p.289). It can be generalized that organizations will
become much more effective through two-way symmetrical public relations than
through one-way communication or asymmetrical positions. Grunig presents several
reasons why a two-way symmetrical relationship is best including
(1) There are no clear boundaries between organizations and other systems due to
free flow of information.
(2) Conflicts will be resolved through negotiation and communication due to
thoughts of cooperation and mutual benefits.
(3) The input of all people, including employees, is valued.
Second, the two-way symmetrical model makes organizational public relations more ethical.
As Lindeborg (1994) argues two-way symmetrical public relations “serve as a

mechanism by which organizations and publics interact to manage interdependence
and conflict for the benefit of all” (p.9). It implies that everyone involved is equal.
Everything can be solved through dialogue, discussion and negotiation. By promoting
bonds of mutual trust between the organization and its publics by empowering them
to shape and collaborate on organizational goals through feedback, the organization-
public relationship is strengthened (Grunig & Hunt, 1984). On the contrary, the other
three models, press agentry / publicity, public information, two-way asymmetrical,
tend to be less ethical. As Grunig and Hunt (1984) proposed, the press agentry /
publicity model is dominated by one-way, persuasive communication aimed at
manipulating audience attitudes and behaviors, while the public information
practitioner provides accurate information about his or her organization to the public
but does not volunteer negative information. These two models established
communication as one-directional, from organization to public. Although the
emergence of the two-way asymmetrical model shifted communication from one-way
to two-way, which significantly altered communication relationship; the primary goal
for feedback under this model is to refine persuasive message strategies toward
specific targeted publics in an effort to predict behavior.
2.2.1 Two-way Asymmetric Model
The Two-Asymmetric model has greatly help towards the evolution of modern Public
Relation. Public Relation has a role to play in advertising and marketing and looking
at a setting just as that of Cameroon it is none but normal that the two way asymmetric
model is put in place. Why? This is because the model’s primary purpose is to help
the communicator better understand the audience and how to persuade its audience.
(JMC407). Though the model has some feedback loop, research is used to plan the
activity and establish objectives due to culture variation.

2.3 ICTs IN CAMEROON
The ICT sector in Cameroon has recently experienced tremendous changes. Created
in 2001, The National ICT Agency began operating in January 2006. MTN has
commanded leadership by entering the Internet market. This strategic move then
induced the government to provide the incumbent with a mobile operator licence,
allowing the then second mobile operator, ORANGE to open an Internet branch as
well. Three main national Internet Providers decided to merge by creating a new
structure (MATRIX TELECOM). Unfortunately, this was a short-lived partnership,
casting some doubt on the ability of local players to react collectively to new
environment. New contenders outside the traditional telecommunications sector,
such as the Power provider (AES SONEL) have requested official authorization to join
the Internet market. In a bid to curb the free fall in fixed-line subscriptions, the
incumbent sought recourse to CDMA, to propose a City phone (CTphone), a
fixed-base phone with mobile handset, with some success if we consider the 2005 data
which show close to 120 000 subscribers (fixed lines and CT phones combined). ECA
has sponsored a national Scan ICT survey just completed by the Ministry of Post &
Telecommunications. Scan ICT is a pan-Africa initiative, sponsored by the United
Nations Economic Commission for Africa (UNECA), aiming to provide indicators
on the level of ICT access and usage in the country. The National Regulatory Agency
(ART) has launched a call for proposals from national and international organizations,
to lead research on the Internet segment in Cameroon. The aim is to produce up-to-
date data for the country from which we can analyse policy outcomes, contextualize
sector delivery against primary national policy objectives of the sector, including
access to services, affordability of services, competitiveness and any significant
indicators with an emphasis on access and usage by public administrations. The
advent of these telecommunication companies with their infrastructures helped a
great number of the population including companies and orgnizations to get

connected through this interactive communication facility which is the internet in
order to communicate with its publics.
http:// www.researchICTafrica.net.
2.4 Defining new and emerging media
New media is becoming the preferred term for a range of media practices that employ
digital technologies and the computer in some way or another (Dewdney & Ride,
2006). It is used as a term in educational settings as the title of university departments
and courses and also as a title of certain artistic practices, making new media both an
academic and intellectual subject, and a practice (Dewdney & Ride, 2006). New media
definitions remain fluid and are evolving, with some definitions of new media
focusing exclusively upon computer technologies and digital content production
whilst others stress the cultural forms and contexts in which technologies are used
(Dewdney & Ride, 2006). One key feature of new and emerging media technologies is
that they are often portable and facilitate mobility in communications. New media has
a wider reach that anything before it (Lindgren cited in Galloway, 2005). Wireless and
digital technological improvements to media have lifted previous restrictions that
required connecting to a static, physical network or machine.
A recent report (Commonwealth of Australia, 2005) put forward that digital content
and applications in the twenty-first century will be as significant and as embedded in
economic well-being as was electronic power in the twentieth century. The report
states that like information and communications technology generally, digital content
and applications have the characteristics of a ‘general purpose technology’
(Commonwealth of Australia, 2005, p.3). When examining cultural forms and contexts
in which these new technologies are used, what is striking is the fact that new media
potentially makes people technically more accessible for more of the time: in the car,
out shopping, in the office, at work, at home and when socializing.

New media are enabling content delivery on demand by consumers, the So-called pull
media. Examples of this media include Really Simple Syndication (RSS) feeds that
allow favourite news and information updates to be delivered to a consumer as soon
as they are posted online without consumers having to search for the content.
2.5 New media and public relations practice
Consideration will be given to both the impact on skills, knowledge and work
practices of current and future practitioners and the way new media is consumed and
used, including the impact that related expectations and behaviour of consumers is
having on public relations practice. New technologies are being developed and
updated continuously and in themselves pose challenges for public relations
professionals in terms of keeping abreast of not only what is available but also of what
is being planned for release in the future. Many large scale public relations projects
such as national public information campaigns or major international events have
long lead times, and plans made a couple of years out from an event may need to be
revisited several times to accommodate trends in usage of new technologies among
key publics. Galloway (2005) puts forward that conventional techniques of public
relations are being undermined by the mobile nature of new media and that this
requires public relations practitioners to rethink how they relate to publics. Internet
news services are not just relying on the news wire services but turning increasingly
to other places for raw materials. Public relations practitioners would be aware that
‘transcripts, reports and budgets are regularly being placed on the Web, either by
organizations themselves or by citizens trying to hold those organizations to account’
(Stephens 2007, p. 35). Consumers expect instant updates in their inboxes when
something happens. Public relations practitioners may be under more pressure to
produce this instant content.
The implications for public relations practitioners of needing to prepare material faster
than ever before include being able to produce what is required almost

instantaneously and with the required level of accuracy; having processes in place that
can get required priority clearances for materials to be released; and, having the
technology at hand to directly distribute or upload what is being disseminated. These
factors may put pressure on the public relations practitioner and the team with which
they work but may also pressure the relationships they have with colleagues or more
senior staff, in particular the CEO, and his or her minders. It can also add pressure to
the relationship with the Information Technology (IT) team if direct upload to the
corporate website is not available to the public relations practitioners. In-house public
relations practitioners may need to form stronger alliances with IT departments and
may have to engage with the organisation’s legal advisers in order to refine content
clearance procedures when content is demanded instantaneously.
2.6 Public Relations Practice in the web 2.0 and 3.0 mediascape
While the World Wide Web, commonly referred to simply as “the web”, has been in
existence since 1990, it has been the development since 2004 of what is termed Web
2.0 that has prompted a rising range of changes in media and public communication
which have captured the attention of social scientists as well as industry, media and
the public. According to www.webopedia.com Web 2.0 is the term given to describe
a second generation of the World Wide Web that is focused on the ability for people
to collaborate and share information online. It has been suggested that Web 2.0, and
its affordances often referred to as social media, are as significant as the development
of moveable type printing in China around 10401 and in Europe circa 1436-402
Balnaves, Donald and Shoesmith (2009, p. 12) propose that there have been “four
distinct revolutions in the history of media”, citing creation of the Greek alphabet
which led to writing as the first, followed by invention of the printing press, the
development of broadcast mass media (radio and television), and “arrival of the
computer and social media.

Many researchers agree that Web 2.0 is fundamentally reshaping the public sphere
and public communication practices in journalism, advertising, marketing, and public
relations (e.g. Dahlgren, 2009; Jenkins, 2006; Meyer, 2004; Pavlik, 2008; Ruskoff, 2003).
Development of Web 3.0, little discussed in scholarly literature at this stage, is well
advanced and is predicted to accelerate these changes, as well as lead to a range of
new functions and dysfunctions (Battelle, 2005).
This review presents a critically informed analysis of public relations practice in what
Mark Poster termed the Second Media Age that began with the internet and which is
increasingly characterized by interactive “social” media enabled by Web 2.0 and the
emergent Web 3.0 (Semantic Web). Industry texts and statements suggest that the
growth of “PR 2.0” is taking advantage of the interactive two-way communication and
relationship-building capabilities of Web 2.0 media and realizing the ethical and
practical ideals of dialogic and Excellence Theory in public relations. However, there
is a lack of empirical data on use of social media and the ‘social web’ in public relations
most especially in Cameroon and research that exists indicates that practice delays
public relations theory and social and cultural shifts occurring in other areas of public
communication.
Poster (1995) saw the Second Media Age as postmodern characterized by a
decentralized network of communications that makes senders receivers, producers
consumers, rulers ruled, upsetting the logic of understanding of the first media age”
(p. 33). Poster (2001) proposed that media in the Second Media Age were beyond state
control and democratizing through their “two-way decentralized communication” (p.
63) and interactivity which he argued were essential elements for individuals to
construct themselves as subjects and for effective functioning of society (p. 82).
While caution needs to be sounded in relation to some highly optimistic and
transformist views of the web, a number of scholars have identified the effects of Web
2.0 in the early 21st Century as far-reaching, impacting media institutions, journalism,

politics, advertising, public relations, communities, and individual social and cultural
capital.
Jenkins (2006) noted that “media industries are undergoing another paradigm shift”
(p. 5). In his historical review of media from parchment and printing to hypermedia,
Deibert (1997) concludes “that we are currently living through a revolutionary change
in technologies of communication is beyond dispute” (p. 4). Ruskoff (2003) prefers to
describe current ICT developments as a renaissance, but also concludes that we are
witnessing a major shift in human perspective and understanding. Meyer (2008) says
the internet is “as disruptive to today’s newspapers as Gutenberg’s invention of
movable type was to the town criers, the journalists of the 15th century” (para. 10).
Pavlik (2008) sees the rise of ‘citizen journalism’ published in social media such as
blogs constituting a “sea change” with “far reaching implications for the nature and
function of journalism in modern society”.(p. 77).
In relation to politics, Hirst and Harrison (2007) claim that “not since the time of
ancient Greece, were the birth of democracy occurred, has political communication
been so dramatically altered” (p. 356). Research into the 2008 Obama presidential
campaign supports this argument (Macnamara, 2010a). Beyond election campaigns,
democratic governments worldwide are adopting interactive Web 2.0 media for civic
engagement and public participation, termed e-democracy (Hernon, Cullen & Relyea,
2006; Kearns, 2002; Macnamara, 2009a, 2010b).
Advertising is increasingly going online in interactive Web 2.0 formats (Deloitte, 2008;
Wells, Spence-Stone, Moriarty, & Burnett, 2008), and Web 2.0-enabled social media
and networks are increasingly being deployed by businesses for communication and
marketing (McKinsey, 2007).

2.6.1 Characteristics of Web 2.0
To understand the characteristics of Web 2.0 and the communication practices that it
enables and fosters, it is useful to consider the views of the pioneers and architects of
this interactive communication and media environment as well as scholarly studies.
The term web 2.0 is widely attributed to Tim O’Reilly who used it as the theme of a
conference in 2004 referring to a second generation of web-based services that feature
openness for collaboration and interactivity (Boler, 2008; O’Reilly, 2005). In his
description, O’Reilly (2005) emphasised a new way of thinking behind Web 2.0 more
than particular technologies. Perhaps Public Relation 2.0
First use of the term dates back to a 1999 article in Print magazine by DiNucci (1999,
p. 32). However, DiNucci used the term mainly in relation to design and aesthetics in
her article targeted at Web designers. In his description, O’Reilly (2005) emphasised a
new way of thinking behind Web 2.0 more than particular technologies. In a much-
quoted essay titled ‘What is Web 2.0’, O’Reilly said a central principle of Web 2.0 is
harnessing ‘collective intelligence,’ a concept discussed extensively by sociologist
Pierre Lévy (1997). O’Reilly summarised: “you can visualise Web 2.0 as a set of
principles and practices” (2005, para 7)
Merholz (2005), another Web 2.0 pioneer, refers to a philosophy behind the practices
of Web 2.0 in his blog Peterme.com, under the heading ‘Web 2.0 – it’s not about the
technology’, Merholz states: “Web 2.0 is primarily interesting from a philosophical
standpoint. It’s about relinquishing control, it’s about openness, trust and
authenticity” (2005, para 5).
MacManus (2005), the publisher of Read Write Web, which is one of the world’s top
20 blogs specialising in analysis of web products and trends, presents a number of
definitions of Web 2.0 including describing it as a platform, but also as “an attitude
not a technology” and specifically as “the underlying philosophy of relinquishing
control” 2005, para 2, 3, 5). In Convergence Culture, Jenkins (2006) also emphasizes

that convergence of communication and content on the latest iteration of the Web is
about culture more than technology and, in particular, “participatory culture” (p. 243).
Bucy (2004) also emphasises interactivity as a defining element of web
communication, particularly Web 2.0 – albeit interactivity is interpreted in multiple
ways and needs clarification. Three levels of interactivity are discussed by Carpentier
(2007), McMillan (2002) and Szuprowicz (1995) in relation to computer mediated
communication. The latter defines these as user-to-system interactivity, user-to-
documents interactivity, and user-to-user interactivity. User-to-system interactivity
such as clicking a mouse and accessing menus (what Carpentier calls person-to-
machine interaction), while significant in Human Computer Interface terms, is a basic
and largely perfunctory interaction in terms of human communication. It is user-to-
user interactivity that is most significant in Web 2.0, as well as open user-to-
documents access to edit and create content rather than simply consume content. Boler
(2008) notes that “the web has always been about voice and conversation” and cites
web founder Berners-Lee who said the web was never intended to be about delivering
content to passive audiences, but to be about “shared creativity” (p. 39).
From definitions offered by the founders and architects of Web 2.0 as well as from
scholarly literature, the defining characteristics of this emergent communication
environment can be summarised as openness for interactive two-way interaction at
human-to-human as well as human-to-content levels expressed through conversation,
collaboration, and co-creativity harnessing collective intelligence. Clear in definitions
and descriptions of this environment are relinquishing control that characterises one-
way top-down information distribution models, and a requirement for authenticity
instead of heavily ‘produced’ and pre-packaged content (Macnamara, 2010a).
Much of the public relations literature shares this enthusiasm in relation to this
evolving environment for interactive two-way communication. For instance,
Breakenridge (2008) proposes that, in the era of Web 2.0, public relations has evolved
into ‘PR 2.0’ and, writing with Solis, says that Web 2.0 is “putting the public back in

public relations” (Solis & Breakenridge, 2009). In the foreword to Breakenridge’s 2008
book also published online, Solis (2008) stated: “Welcome to what just may be the
greatest evolution in the history of PR”. He claimed that with the shift from PR to PR
2.0 “monologue has given way to dialogue” (para. 1).
In another contemporary text, New Media and Public Relations, Hazelton, Harrison-
Rexrode and Kennan (2008) go further and claim that public relations is “undergoing
a revolution” (p. 91).Now, Such statements suggest that public relations practitioners
are engaging in the use of social media and that these interactive applications are
helping realise the two-way symmetrical model of communication as recommended
in Excellence Theory (Grunig, & Grunig, 1992; Grunig, Grunig & Dozier, 2002) but
which, hitherto, critics have suggested is an unrealised normative theory (L’Etang,
2008, Murphy, 1991). Though similarly, claims such as those of Solis, suggest that
interactive social media are enabling a dialogic model of public relations as proposed
by Kent and Taylor (2002).
However, despite considerable rhetoric in relation to social media use in public
relations, there is a lack of empirical data on the extent and ways in which public
relations practitioners are utilising these media and networks. A 2009 study by Wright
and Hinson (2009) in the US claimed to be the “the world’s first extensive examination
of how social media are being implemented in public relations” (p. 1). In critically
analysing the use of blogs in public relations, Kent (2008) concluded that there is “very
little scholarly research in communication or public relations about blogging” (p. 34).
Australian researchers Herger and Howell (2007) concluded even more broadly that
“from a public relations perspective, there has been limited investigation and
understanding into the nature of cyberspace as a communications medium” (p. 93).
Studies available suggest that public relations are at an early stage in adopting Web
2.0 and have not yet begun to think about Web 3.0. For example, Wright and Hinson
(2009) concluded that “meaningful gaps exist when measuring differences between
what is happening and what should be happening in terms of ... social media” (p.19).

Kelleher (2009) found that, in the case of corporate blogs, public relations functions
are “distributed” and performed “by a wide range of people representing an
organisation” who “do not think of themselves as public relations people” (p. 185).
This indicates that social media are being used in organisations, but it does not present
a picture of public relations as leading or active in this area of communication. To the
contrary, it suggests that PR practitioners are lagging in using social media. Another
2009 study reported that PR practitioners mostly maintain personal blogs, and use
blogs as a professional communication medium at low levels (Porter, Sweetser &
Chung, 2009). Significantly, Xifras and Huertas (2008) reported that organisations
filter comments heavily in customer blogs, as they do not want to give customers
freedom of expression.
In two qualitative studies of social media use in public relations, Fitch (2009a, 2009b)
interviewed 10 practitioners in Singapore and Malaysia in 2006 and undertook a
follow-up study in 2009 based on interviews with three social media practitioners
employed by multinational public relations consultancy firms in Singapore. Fitch
reported one practitioner saying that “the internet is the Wild West, right, anything
goes. There are no rules”. Another said “we’re really writing the rule book as it is.
There are no rule books, no textbooks to learn from” (2009a, p. 5).
These findings and comments indicate a lack of research and a lack of understanding
of Web 2.0 in public relations. In other fields there is extensive research, trialling, and
adoption of Web 2.0 communication media, as well as active discussion of Web 3.0 as
a further development in interactive communication.
2.5Theoretical Framework
2.5.1 Diffusion of innovation by Everett Rogers 1962
This theory explains the level of adoption of a new product in one’s immediate society.
It looks at the various stages of growth of a product or an idea. An innovation is “an
idea, practice, or object that is perceived as new by an individual or another unit of

adoption” (Rogers, 1995, p. 11). Diffusion, on the other hand, is “the process by which
an innovation is communicated through certain channels over time among the
members of a social system” (Rogers, 1995, p. 5). Therefore, the diffusion of innovation
theory argues that “potential users make decisions to adopt or reject an innovation
based on beliefs that they form about the innovation” (Agarwal, 2000, p. 90). It shows
how it starts from the innovation, to growth, stage of maturity and then it declines. It
equally gives us the stage of adoption of the product from the innovators to the early
adopters, the early and late majority and finally the laggards. This theory has four
main elements which are innovation, communication channel, the time and social
system.
2.5.2 Technology Acceptance Model (TAM)
Although much research supports the Technology Acceptance Model (TAM), as an
excellent model to explain the acceptance of information systems (IS) and information
technology (IT), it is never-the-less questionable whether the model can be applied to
analyze every instance of IS&IT adoption and implementation. (Lee, Y.H., Hsieh, Y.C.,
& Hsu, C.N. 2011)
Many empirical studies recommend integrating TAM with other theories like the:
diffusion of innovation theory by Everett Rogers 1972 to cope with rapid changes in
IS/IT, and improve specificity and explanatory power (Carter &Be´langer, 2005;
Legris, Ingham, & Colerette, 2003). The TAM has been widely used as the theoretical
basis for many empirical studies of user technology acceptance and has partially
contributed to understanding users’ acceptance of information systems
(IS)/information technology (IT) (Taylor & Todd, 1995; Venkatesh & Davis, 2000).
As Cameroonians are increasingly been exposed to the new media,their acceptance of
this new concept is also increasingly regarded as a critical factor (Amberg,
Hirschmeier, and Wehrmann 2004; Heinonen & Strandvik 2003).Although academic
research on media and communication tools available to Public Relations practitioners

is relatively new and thus still scarce, a number of studies have been conducted in this
field. Researchers and practitioners alike strive to find answers to the problem of
consumer acceptance of new technological concepts by investigating individuals’
decisions on whether or not to adopt New media system in PR that appear to be of
great benefits.
2.5.3 The Uses and Gratification Approach 1974: Katz and Blumler
The Uses and Gratification Approach claimed that media do not do things to people,
but that rather people do things with media. In our research we are concern about
what media tools are available or the Public Relation uses. As mentioned above that
people do things with the media, the PR professional found him/herself with a
number of communication tools or media tools. He or she decides what to with the
media be it traditional or new media by giving information that will satisfy the
organization whom he or she represents. The PR (representing an organization) uses
the media to gratify the organization’s needs.
Thus, the Uses and Gratification Theory validates the assumption that audience
members actively seek out the mass media to satisfy individual needs. According to
the theory, media consumers have a free will to decide how they will use the media
and how it will affect them. Blumler and Katz (1974) believe that there is not merely
one way that the populace uses media. Instead, they believe there are as many reasons
for using the media, as there are media users. Blumler and Katz values are clearly seen
by the fact that they believe that media consumers can choose the influence media has
on them as well as the idea that users choose media alternatives merely as a means to
an end.
Their media use is considered a conscious effort to fulfill either cognitive or affective
needs, or psychological motives, such as information learning, entertainment,

personal identity, parasocial interaction, companionship and escape (Blumler, 1979;
Katz, E., Blumler, J. G., and Gurevitch, M., 1974; Rubin, 1981, 1983).
The merit of the theory of uses and gratification is in explaining users continuing
media exposure by answering the questions of why people choose to use particular
media or types of content/messages, what satisfaction they expect and get, and to what
uses they put the results of their attention to media (McGuire, 1974). It also helps
explain varying viewing levels and viewing gratifications (Levy and Windahl, 1984).
Palmgreen and Rayburn (1985) has related it to the expectancy-value approach which
proposes that a particular kind of media content will have attributes which derives a
negative or positive valuation for the audience. After the relevant attributes are
identified, respondents can be asked how they value each attribute.
Finally, the uses and gratification theory explains how satisfied the audience became
after using the media. It states the part played by the media in relating people to their
society. For this to happen, it is necessary that the media and those who communicate
through the media should set out to do certain things and audiences should approach
the media in a compatible way. Here, the audiences seek only those things that will
satisfy them. With uses and gratification, people select what they want to read, watch
or listen to while the different media are constant competition to get the audience
attention bring this to our study which shall examine how satisfied the audiences are
with the information gotten from the media and how these information affect them.
We shall equally examine the position of the traditional media with the coming of the
new media in relation to usages.
Katz, Blumler and Gurevitch developed the Uses and Gratifications Model to better
study how and why people were using media for personal satisfaction.
2.5.4 Cultivation Theory
The Cultivation Theory explains how television shapes concepts of social reality. The
assumption here is that television shapes people’s view of social reality. The theory

posits that the more people are exposed to television, the more their perception of
reality influence to conform to that spread by television.
Okenwa (2002) explains this theory as propounded by Gerbner, Gross, Signarelli and
Morgan. She asserts that the mass media especially television, exerts a tremendous
influence by altering individuals perception of reality. Gerbner et al who hold that
television, among modern media, has acquired such a central place in daily life put it
classically that ‘the television set has become a key member of the family, the one who
tells most of the stories most of the time’.
It assumes that the more time people spend watching television, the more their world
views will be like those spread by the television. Today television has so altered our
world view that most of our cultures and traditional beliefs are being exchange with
western culture. For instance, our traditional dressing is almost out-dated for western
styles. Families now feel more proud and comfortable communicating in foreign
language with little or no interest in their mother tongue language.
Public Relations professionals use and depend a lot on this theory due to the fact that
they absolutely want their audience adopt and cultivate their point of view or
consume whatever they produce.
Audiences will always seek (if not demand) the best possible experience when using
the media for information or pleasure. The human brain feeds off ‘experience’, sight,
sound, emotion and a host of intellectual and sensory organs that need to be satisfied
And that is ensuring that the right message is delivered to the right audience and the
objectives of the message are received and meet with the audience’s expectations.
Until that science is perfected the media in all its incarnations will continue to
experiment with technologies both old and new to satisfy its audience.

CHAPTER THREE
RESEARCH METHODOLOGY
3.1 INTRODUCTION
Research is the basic groundwork of any public relations program. It involves the
gathering and interpretation of information. Research is used in every phase of a
communications program. (JMC 407 LECTURES)(p15). Methodology is literally
defined as a set of methods and principles used to perform a particular activity. This
chapter will discuss the methods of data collection and provide information about
data sources, presentation of the data and various limitations. Saunders et al., (2000)
put it that an investigative study in research is a particularly useful approach when a
researcher desires to improve the understanding of a phenomenon. In the book Real
World Research, Robson (1993) further earmarks that a researcher can assess a
phenomenon in a new light by investigating on it. This can be aided by the use of case
study as a research method. Cases studies are well suited to new research areas or
research areas for which existing theory seems inadequate (Eisenhardt, 1989) and
investigators have less control (Yin, 1994).
3.2 RESEARCH DESIGN.
In scientific investigations, there are three basic designs for data collection, Tanjong
and Ngange (2011). These include survey research, content analysis and experimental
design. The survey research method will be used in this study due to the perceptive
nature of the topic which requires the research to go close to the respondents for
justifiable data collection. According to Tanjong and Ngange (2011) Survey research
means carrying out a study on people’s opinions on a particular idea which is usually
done by asking questions. Survey is both an art and a science which exercises
knowledge, behaviour and awareness. Dealing with the perceptions of humans on
particular phenomenon requires close attention to the various answers they provide.

3.3 SAMPLE POPULATION.
The external validity of case studies has been argued to be enhanced by the strategic
selection of cases rather than their statistical selection (De Vaus, 2001, p. 238).The
sample population under study will be drawn from the town of Buea precisely PR
professionals. Buea is an area boominig with a numerous amount of burgeoning socio-
economic, political and academic activities which has been infiltrated perhaps by PR
professionals. The target population is considered to have a high level of cognition in
the domain. Also, these are persons, who in one way or the other can be exposed to
diverse media or communication tools be it traditional or new media. For academic
purpose the study will be limited to the Buea landscape.
3.4 INSTRUMENT
Kakooza (2002) summarized research to be systematic, well planned, organized and
has specific goals. Reason why, questionnaire is the only instrument used to carry-out
this study. Further, while collecting data the researcher may find some respondents
who do not speak English as first language, so may have to translate either to French
language. . Each questionnaire is divided into four sections for clarity, validity and
reliability:
 Section one: Testing knowledge on Public Relation
 Section two: Media use in Public Relations
 Section three: New Media in Public Relations
 Section four: Demographics
3.5 SAMPLE TECHNIQUES
This study is a quantitative survey; it therefore means numerical values are used in
relation to variables. Most survey studies unavoidably use quantitative values for

example about 40 questionnaires will be administered through random sampling of
the population under study.
The sample is purposive because there is a generation of consumers growing who are
also quickly adopting new ways of communication or interaction be it the traditional
or new media.
3.6 PRE-TESTING
Pre-testing is the organization of a pilot research to ensure that the questions posed in
the final work are well understood by the respondents. It aims at correcting all
possible mistakes on the instrument in use, then assessing the difficulty level of the
questions. Here, 10 questionnaires will be administered in Buea, the area under study.
After the pre-test; Palmtop was removed in the list of New Media because many did
not know about Palmtop.
3.7 DATA COLLECTION
To develop a contextual understanding of media and communication tools used by
PR professionals, the instrument for data collection (questionnaires) will be
administered in two ways:
a- Face to face (For respondents who cannot fill it on their own)
b- Self Administered (Filled by the respondents themselves)
The rate of self-administered will be higher because it is a community of learned
persons. Out of the 40 questionnaires to administered, 31 were completed and 9 not
administered giving a response rate of 78%.

Table 1: Data collection
Questionnaires for
administration
Number
administered
Number None-
administered
Response rate (%)
40 31 9 78%
3.8 CODE GUIDE
A code guide is a document that is used in attaching numerals to variables. It has four
columns: the column for numbering, variable view, variable label and response
category.
3.9 CODING
Coding is the process of assigning numerical values to variables to make them valid.
For instance;
1=yes
2=No 9=No
response
3.10 DATA ENTRY
Data entry is the process of cuing in the codes assigned to variables on questions into
the computer. In this study the software used in data entry is the SPSS, that is,
Statistical Package for Social Scientists version 21.0. SPSS is divided into two parts:
variable view and data view.
 Variable view in used for the cuing in of questions, their numbers and
responses alongside the codes for these responses.
 Data view is the section for the entry of the codes assigned to the variables on
a questionnaire.

3.11 DATA CLEANING
Data cleaning involves cross-checking the entered data to see if there were any
mistakes during data entry or if unwanted material was entered. This is aimed at
minimising errors formed through numerical values appearing on the SPSS sheet
instead of word or assigned variables. This problem is solved by identifying the
questionnaire involved and the specific question not well keyed–in, hence knowing
which appropriate code is necessary. This step is important because if the data entered
is faulty, the validity and reliability of the study would be questioned.

CHAPTER FOUR
DATA ANALYSIS
This chapter presents the findings of the study. According to Tanjong and Eribo
(2002), data analysis means categorizing and manipulating of information to obtain
answers to research questions, with the reduction of these data in to intelligible and
interpretable form.
31 questionnaires out of 40 were used for analysis, plus Normal frequencies cross
tabulation correlations and measures of central tendency were used to provide
statistics for the research question under study and data presented in tables and charts
(figures). This chapter interpretation shall be provided for by the data collected on the
field and keyed in to the SPSS (version 21.0) software.
Research questions:
 What are Media and Communication tools use by Public Relations
Professionals?
 How effective are communication tools to PR professionals in their job?
Hypotheses:
 Public Relations professional don’t make proper use of media and
communication tools available at their disposition.
 Public Relations professionals don’t know new forms of media and
 Public relations professional have no distinguished media preferences between
traditional and new media.
 New media communication tools are most effective in PR practice in
Cameroon.

R1. What are Media and Communication tools use by Public Relations
Professionals?
Table 1: PR practionners’ use of media tools in their profession
Variable Agree (%) Neutral (%) Disagree (%) No Response (%)
Television 90.6 0 9.4 0
Radio 84.3 12.5 3.1 0
Newspaper 96.9 0 3.1 0
Internet 93.8 31.3 6.3 0
Facebook 75.0 9.4 3.1 0
E-mail 81.3 3.1 6.3 9.4
Website 91.8 3.1 0 3.1
Blog 31.2 34.4 21.9 12.5
Notice 75.0 0 18.6 3.1
Phone 78.1 12.5 6.3 3.1
Conferences 75.1 6.3 3.1 9.4
Others 18.8 9.4 0 71.1
Using data from question 3 of the questionnaire, it is observed that: out of 31
respondents, an average 74.4% of the population agrees using the above enlisted
media forms in the practice of PR. On the other hand, 6.8% disagreed not using the
The averages given below are taken from the statistical mean formula:
Ex = x
x

mentioned PR tools for communication. Also 10.17% of this same position took a
neutral stance while 8.63% gave no response.
This preliminary data leads to the answer of the first research question. Proving that
PR practitioners in Cameroon make usage of the media a lot for their activities. It was
equally observed that newspaper (96.9%) is the most used media PR tool by PR
practitioners in Buea, closely followed by the internet (93.8%) and television (90.6%).
It should be noted that, among the internet tools used by PR practitioners, websites
dominated use values at 91.8%.
In this light a proper answer is given to the first research question and equally goes
contrary to the first hypothesis where by: Public Relations professional don’t make
proper use of media and communication tools available at their disposition. It was
observed that 74.4 % of the population understudy makes use of media tools be they
traditional or new, the practice of PR activities.
H2: Public Relations professionals make use of new forms of media and
Table 2: PR practionners’ use of new media tools
Internet
Options
90.6 6.3 3.1 0
Phones 78.1 15.6 3.1 3.1
Digital Camera 40.7 21.9 28.1 9.4
Websites 81.3 12.5 6.2 0
CD ROM/
DVDs
37.6 15.6 34.4 12.5
From the above table, it is observed that public relations practioners make a very use
of new media tools in their communication. As given after amalgamation of levels of

agreement and disagreement, 90.6 use internet options, 78.1% use mobile phones,
81.3% use web sites and 40.7% use digital cameras. This shows that there is a greater
cognition in the use of new media communication tools by PR professionals in Buea
thereby affirming the hypothesis that Public Relations professionals make use of new
forms of media and communication tools available in PR.
H3: Public Relations professionals don’t know new forms of media and
Fig1: Showing media preferences of PR professionals in Cameroon.
It is observed that, 54.84% of PR professional prefer using both forms of media in
communication. That is the reason why in table 1 above, there were 96.8% of PR
professionals using newspapers for communication but still, 93.6% of that same
population used the internet. The above figures shows, that 22.6% of the population
love using mostly traditional while 19.35% like using new media. In affirmation to the

hypothesis that, Public Relations professionals don’t know new forms of media and
R2: How effective are communication tools to PR professionals in their
job?
Table 3: Communication tools that enhance effective PR practice in Cameroon.
Television 96.9 0 3.1 0
Radio 74.4 12.5 3.1 0
Newspaper 90.7 0 9.4 0
Internet 87.6 3.1 9.4 0
Face book 81.2 6.3 12.5 0
E-mail 78.1 9.4 12.5 0
Website 87.5 0 6.3 3.1
Blog 31.3 28.1 28.1 12.5
Notice 81.2 3.1 12.5 3.1
Phone 81.3 9.4 6.3 3.1
Conferences 71.9 12.5 15.6 0
Others 15.7 9.4 6.3 68.8
From the table above it could be observed that, 96.9% of PR professionals understudy
say that, television is an effective communication tool for their job. In the same light,
Radio (74.4%), newspaper (90.7%), internet (87.6%), facebook (81.2%), e-mail (78.1%),
website (87.5%), notice (81.2%) and phones (81.3%). This shows the important role that

effective communication tools have in PR practice. It is realized that through mean
calculation, 30.5% of PR professionals say new media are effective in communication
while only 21.84% of this same population agree to the assertion there by affirming
hypothesis 2.

CHAPTER FIVE
CONCLUSION AND RECOMMENDATION
5.1 CONCLUSION
All in all communication tools be they from traditional or new media forms, are very
necessary for the perfecting of the work of a PR professional in Cameroon. It is
observed that: an average 74.4% of PR professionals under study used various media
forms in the practice of PR. Proving that PR practitioners in Cameroon make use of
the media a lot for their activities. It was equally observed that newspaper (96.9%) is
the most used media PR tool by PR practitioners in Buea, closely followed by the
internet (93.8%) and television (90.6%). It should be noted that, among the internet
tools used by PR practitioners, websites dominated use values at 91.8%.
In this light Public Relations professional don’t make proper use of media and
communication tools available at their disposition
Equally it was found that, public relations practioners make a very good use of new
media tools in their communication. 90.6 use internet options, 78.1% use mobile
phones, 81.3% use web sites and 40.7% use digital cameras. This shows that there is a
greater cognition in the use of new media communication tools by PR professionals in
Buea thereby affirming the hypothesis that Public Relations professionals make use of
new forms of media and communication tools available in PR.
It is observed that, 54.84% of PR professional prefer using both forms of media in
communication. That is the reason why in table 1 above, there were 96.8% of PR
professionals using newspapers for communication but still, 93.6% of that same
population used the internet.
It was also put to date that, 22.6% of the population love using mostly traditional while
19.35% like using new media. In affirmation to the hypothesis that, Public Relations

professionals don’t know new forms of media and communication tools available in
PR.
96.9% of PR professionals understudy say that, television is an effective
communication tool for their job. In the same light, Radio (74.4%), newspaper (90.7%),
internet (87.6%), Facebook (81.2%), e-mail (78.1%), website (87.5%), notice (81.2%) and
phones (81.3%). This shows the important role that effective communication tools
have in PR practice. It is realized that through mean calculation, 30.5% of PR
professionals say new media are effective in communication while only 21.84% of this
same population agree to the assertion there by affirming hypothesis 2.
OBJECTIVES
The purpose of this study is:
 To know what are the media and communication facilities available to
professionals of public relations in Cameroon. This was attained especially
when it is discovered that professionals of Public Relations use mostly the
traditional media.
 To also sort out which are the new media and communication facilities
available to profession in Cameroon. This was also attain especially as it is
discovered that PR Professionals within Buea use some of the new media
particularly internet options.
 It aims at distinguishing between these set of new media and communication
tools which one is likely to succeed in an environment such as Cameroon or to
a certain extent that of Buea taking into consideration culture and language
variation. This came out to be successful because the traditional media is the
most suitable looking at the statistics.
 Finally, it aims at developing existing and prominent media and
communication tools that would likely succeed in a society like Cameroon. This
was attained because the study help identified identify various medium

through which messages could be disseminated and further prominent
researchers could help develop these medium be it traditional or new media.
5.3 RECOMMENDATION
Public Relations is relatively a new concept in Cameroon. The media and
communication tools are also new especially the New Media which has interactive
capacity given room for direct feedback in PR communication. This research
project has shown that many organizations are familiar with the term Public
Relations meaning they known about its existence. Though familiar with the term
“Public Relation” many organizations don’t have Public relation officers. This
research aims at bringing out how important is the need for organizations to have
Public Relations officers who can better structure the organizations
communication strategies through the use of various media and communication
tools available within the Cameroonian landscape. As part of the agenda setting
role of the media, PR through the use of media and communication tools available
to practioners influences communication be it for its internal and external publics.
Public Relations Practioners should not undermine the importance of the new
media such as internet options, phones and websites espescially the interactive
web 2.0 which has many features such as social networks and social media
(Facebook, Twitter). Taking into consideration that a new media is bringing a new
generation of Public Relation known as “PR 2.0”. Before the coming of the new
media there existed the traditional media which is still highly use in the practice
of Public relations in Cameroon such as Television, Radio and Newspaper.
Remember 96.9% of PR professionals understudy say that, television is an effective
communication tool for their job. In the same light, Radio (74.4%), newspaper
(90.7%).
Acceptance of these media and communication tools will largely depend on age,
income and the nature and frequency of the message. Future research could

explore exposure of new media and attitudes to PR messages. The area of adoption
of new media also needs further research.
5.2 LIMITATIONS
Academic work always has its difficulties and the study carried out on Media and
Communication tools available to Public Relations practioners is not left out. A
number of problems were encountered when carryout this study:
 The research sample was very limited and not representative of the population
as a whole. The study was carried among PR professionals within Buea,
Cameroon. Taking into consideration that Buea is just a small part of Cameroon
and is still undergoing some developments compare to other town like Douala,
Yaoundé, Bafoussam and many other towns within the entire territory.
 Public Relations is a new concept in Cameroon is a new concept, so getting
literature on the topic in Cameroon or African context was a major difficulty.
 Public relations been a new concept in Cameroon made it really difficult to get
respondent for the questionnaires and due to the fact that the sample
population was limited and Buea having few public relations professionals
made it difficult. Thereby limiting the research.
 Time consuming: The project was time consuming and the researcher had to
forego other lectures just to collect data, develop code guide, code
questionnaires, enter data, clean it and analyze it. But a good experience for a
beginner in research.
 Organizations were reluctant to answer to questionnaires. Also most
organizations will ask the researcher to move to the headquarters of their
organizations which a mostly base in Douala and Yaoundé.

References
Books and Reviews
Alfonso, G.-H., & de Valbuena Miguel, R. (2006). Trends in online media
relations: Web-based corporate press rooms in leading international
companies. Public Relations Review. [Electronic version]. 32, pp.267–275.
Blumler, J. The Role of Theory in Uses and Gratifications Studies. Communication
Research, 6, 1979, pp. 9-36.
Bobbitt, R., & Sullivan, R. (2009). Developing the Public Relations Campaign: A Team-
Based Approach. United States: Pearson Education, Inc.
Carl H. Botan, Vincent Hazleton (2010). Public Relations Theory II
James E. Grunig, Larissa A. Grunig. (1990) Public Relations Research Annual, Volume
2.
Che T. J. (2015) JMC 407 Principles of Public Relations (unpublished)
Commonwealth of Australia, Department of Communications, Information
Technology and the Arts (2005). Unlocking the Potential: Digital Content Industry
Action Agenda—Strategic Industry Leaders Group Report to the Australian
Government. Accessed 21 April 2007.
Dewdney, A. & Ride, P. (2006). The New Media Handbook. London; New York:
Routledge.

Eyrich, T., Padman, L., Sweetser, K. (2008). PR Practitioners’ Use of Social Media Tools
and Communication Technology. Public Relations Review.
Failla, K. S., (2008). Social media reshape public relations, marketing. Fairfield County
Business Journal, 47(26), 18.
Hessink, H., Bollen, L & Steggink, M. (2007). Symmetrical versus asymmetrical
company-investor communications via the internet. Corporate Communications: An
International Journal. [Electronic version]. 12, pp. 145–160.
Tanjong E. and Ngange K. L (2011) JMC 218 Research methodology (unpublished)
Venkatesh, V., & Davis F. D., 2000. A theoretical extension of the technology
acceptance model: four longitudinal field studies. Management Science, 46(2), 186-
204.
Venkatesh, V., and Ramesh, V. (2006), “Web and Wireless Site Usability:
Understanding Differences and Modeling Use’’, MIS Quarterly, Vol.30 No.1, pp.181-
206.
Wright, D. K., & Hinson, M. D. (2009). An Analysis of the Increasing Impact of Social
and Other New Media on Public Relations Practice. Institute for Public Relations.
Internet sites
http://heidicohen.com/public-relations-definition/
https://en.wikipedia.org/wiki/Web_2.0
https://en.wikipedia.org/wiki/Public_relations
http://masscommtheory.com/theory-overviews/cultivation-theory/

http://www.dcita.gov.au/__data/assets/word_doc/37703/Digital_Conte_Industry_Act
ion_Agenda_report.doc.
http://www.instituteforpr.org/iprwp/wpcontent/
uploads/Wright_Hinson_PR_Miami.pdf.
http:// www.researchICTafrica.net.

APPENDIX
MEDIA AND COMMUNICATION TOOLS AVAILABLE TO PUBLIC
RELATIONS PROFESSIONALS
Questionnaire
Dear respondents,
I am a student of the department of Journalism and Mass Communication, UB.
I am carrying out a study on Media and communication tools used by Public
Relations Practitioners. This study is strictly for academic purpose; so every answer
you provide will be used only for this purpose and nothing else.
Section One: Testing Knowledge on PR.
In this very first section, the researcher wants to find out your knowledge on Public
Relations (PR).
1. Is PR a familiar term to you?
Yes 2 No
2. Mark your level of agreement or disagreement with the following definitions
of Public Relations.
Definitions Strongly
agree
Agree Neither
agree nor
disagree
Disagree Strongly
disagree
1 PR is a mutually benefitial
relationship
2 PR is the act of building a
good image about a
person or org
3 PR is the maintainance of
a profitable relationship
with the publics of an
institution.
4 PR is communicating to
resolve managerial crisis
encountered or still be still
be by public relations
professionals

Section Two: Media Use in PR Practice.
Here, the researcher is interested in the tools you use in the execution of functions
related to the practice of PR.
3. Mark your level of agreement or disagreement that the following
communication tools are generally applicable in PR practice. (Please tick).
Tools Strongly
agree
Agree Neither
agree
nor
disagree
Disagree Strongly
disagree
1 TV
2 Radio
3 Newspaper
4 Internet
5 Facebook
6 E-mail
7 website
8 blog
9 Notices
10 Phone
11 Conferences
12 Others
4. Mark your level of agreement or disagreement that you believe the following
communication tools is effective in PR practice. (Please tick).
Tools Strongly
agree
Agree Neither
agree
nor
disagree
Disagree Strongly
disagree
1 TV
2 Radio
3 Newspaper
4 Internet
5 Facebook
6 E-mail
7 website
8 blog
9 Notices
10 Phone
11 Conferences
12 Others

Section Three: New Media in PR.
The researcher wishes to find out your new media use pattern and how you rate it as
opposed to other media, all in the practice of PR.
5. Mark your level of agreement or disagreement that you use the following new
media. (Tick).
New Media Strongly
agree
Agree Neither
agree
nor
disagree
Disagree Strongly
disagree
1 Internet options
2 Phones
3 Digital camera
4 Palm top
5 Website
6 CD ROMS/DVDS
7 Others(specify)
6. Mark your level of agreement or disagreement that you use the following social
media platforms in your PR profession.
Social Media Strongly
agree
Agree Neither
agree
nor
disagree
Disagree Strongly
disagree
1 Facebook
2 Twitter
3 Instagram
4 Skype
5 Blog
6 Website
7 U tube
8 Others:
7. Which would you recommend for PR practice in Cameroon considering the
country’s culture and language? Tick one only.
a. Traditional Media (TV, Radio, Newspaper)
b. New Media
c. Both

8. Mark your level of agreement or disagreement that you use the following
communication tools based on what your clients are comfortable with and/or
are aware of. (Please tick).
Tools Strongly
agree
Agree Neither
agree
nor
disagree
Disagree Strongly
disagree
1 TV
2 Radio
3 Newspaper
4 Internet
5 Facebook
6 E-mail
7 website
8 blog
9 Notices
10 Phone
11 Conferences
12 Others
Section Four: Demographics.
Personal information has a significant role to play in the analysis of this study.
9. Gender: 1 Male 2 Female
10. Age bracket. a) 20-25 yrs b) 26-30yrs
c) 31-35 yrs d) 36-40yrs e) 40 and above
11. Level of education…………………………….
12. Years of practice ………………………………
13. Name of organization ………………………………………………………………

No Variable
ID
Variable Variable Label
1 1 Is Public reltions a familiar
term to you?
1=yes
2=no
9= no response
2 1 Mark your level of agreement
or disagreement with the
definition that PR is a
mutually beneficial
relationship
1=Strongly disagree
2=Disagree
3=neither agree nor disagree
4=Agree
5=Strongly Agree
9=No Response
2 PR is the act of building a
good image about a person or
org
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
3 PR is the maintainance of a
profitable relationship with
the publics of an institution.
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
4 PR is communicating to
resolve managerial crisis
encountered or still be still be
by public relations
professionals
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
or disagreement that the
Television communication
tools are generally applicable
in PR practice
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
2 Mark your level of agreement
Radio communication tools
1=Strongly disagree
2=Disagree
4=Agree

are generally applicable in PR
practice
5=Strongly Agree
9=No Response
Newspaper communication
in PR practice
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
Internet communication tools
practice
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
Facebook communication
in PR practice
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
or disagreement that the E-
mail communication tools are
generally applicable in PR
practice
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
websites communication
in PR practice
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
or disagreement that the blog
communication tools are
generally applicable in PR
practice
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response

notices communication tools
practice
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
phones communication tools
practice
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
conferences communication
in PR practice
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
others communication tools
practice
1=Strongly disagree
2=Disagree
3=Neither agree nor disagree
4=Agree
5=Strongly Agree
9=No Response
or disagreement that you
believe the Internet
effective in PR practice
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
believe the radio
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response

believe the newspaper
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
believe the Facebook
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
or disagreement th2at you
believe the E-mail
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
believe the Website
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
believe the blog
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
believe the notices
1=Strongly disagree
2=Disagree
3=Neitheir agree nor disagree
4=Agree
5=Strongly Agree
9=No Response
believe the phones
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response

believe the confernces
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
11
Mark your level of agreement
believe the others
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
or disagreement that you use
the following new media.
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
1 Internet options 1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
2 Phones 1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
3 Digital Camera 1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
4 Website 1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response

5 CD ROMS/DVDS 1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
6 Others 1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
6 1 Facebook 1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
2 Twitter 1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
3 Instagram 1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
4 Skype 1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
5 Blog 1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response

6 Website 1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
7 Youtube 1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
8 Others 1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
7 Which would you
recommend for PR practice in
Cameroon considering the
country’s culture and
language?
1= Traditional
2=New media
3=Both
A Traditional 1= Traditional
2=New media
3=Both
B New media 1= Traditional
2=New media
3=Both
C Both 1= Traditional
2=New media
3=Both
the TV communication tools
based on what your clients are
comfortable with and/or are
aware of
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response

the Radio communication
tools based on what your
clients are comfortable with
and/or are aware of
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
the Newspaper
communication tools based
on what your clients are
aware of
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
the internet communication
and/or are aware of
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response

the Facebook communication
and/or are aware of
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
the E-mail communication
and/or are aware of
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
the websites communication
and/or are aware of
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
the blog communication tools
based on what your clients are
aware of
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
the notices communication
and/or are aware of
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
the phone communication
and/or are aware of
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response

the conferences
communication tools based
on what your clients are
aware of
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
the other communication
and/or are aware of
1=Strongly disagree
2=Disagree
4=Agree
5=Strongly Agree
9=No Response
9 9 gender 1=male
2=female
10 10 Age Bracket 20-25=1
25-30=2
31-35=3
35-40=4
40 and above=5
No response=9
11 11 Level of Education Graduate=1
Undergraduate=2
Postgraduate=3
No response=9
12 12 Years of practice 1-2=1
3-4=2
4-5=3
6 and above=4
No response=9

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