CHAPTER ONEvGLOBAL INSTITUTE OF INFORMATION TECHNOLOGY THE IMPACT OF PUBLIC RELATION CAMPAIGN ON MARKETING IN THE TELECOMMUNICATION INDUSTRY IN UGANDA(A CASE STUDY ON WARID TELECOM UGANDA LTD)BYKHATUNDI FLORENCE Reg no. A RESEARCH PROPOSAL SUBMITTED TO THE DEPARTMENT OF BUSINESS STUDIES, FACULTY OF MANAGEMENT IN THE PARTIAL FULFILLMENT OF BACHELORS DEGREE IN BUSINESS ADMINISTRATION GLOBAL INSTITUTE OF INFORMATION TECHNOLOGY MAKEREREFEB 2014DECLARATIONI Khatundi Florence declare that this is my original work and has never been submitted in any institution for the award of certificate, diploma or degree I hereby present the proposal in partial fulfillment of the requirement for the award of a Degree in Business Administration. Signed: ..Khatundi FlorenceDate: ..APPROVALI Certify that this dissertation / phrase certifies the partial fulfillment of the requirement for the award of the degree of Bachelor of Business Administration GLOBAL INSTITUTE OF INFORMATION TECHNOLOGY Supervisors signature: Date: Mr. DEDICATIONI would like to dedicate this work to my dear parents, for giving me their emotional, material and financial support all the time. My brother Stephen, my sisters; Roselyn, Judy and Purity for being there for me. It is through their support that this research is a success. ACKNOWLEDGEMENTI would like to give thanks to our heavenly father for giving me wisdom and health during my course of study. The completion of this research could not have been a success without the consulted efforts of many people of whom I feel greatly indebted to in gratitude. I also like to acknowledge the contribution of my lovely parents, my lecturers at GLOBAL INSTITUTE OF INFORMATION TECHNOLOGY, my friends, and my supervisor, Mr. may Almighty God reward them abundantly. I am indebted to all my lecturers who has seen me through this course and to all my teachers throughout my school life for their precious knowledge.It is difficult to thank all and sundry who contributed to this book by names, all of you who contributed in whichever way; I give my earnest appreciation. To all I say THANK YOUTABLE OF CONTENTSPRELIMINARY PAGESHYPERLINK \l "_Toc284931959" DeclarationiHYPERLINK \l "_Toc284931960" approvaliiHYPERLINK \l "_Toc284931961" dedicationiiiHYPERLINK \l "_Toc284931962" acknowledgementivHYPERLINK \l "_Toc284931963" list of tablesviiHYPERLINK \l "_Toc284931964" list of figuresviiHYPERLINK \l "_Toc284931965" CHAPTER ONE1HYPERLINK \l "_Toc284931966" 1.0 Introduction1HYPERLINK \l "_Toc284931967" 1.1 Purpose of the Study2HYPERLINK \l "_Toc284931968" 1.2 Objectives of the study2HYPERLINK \l "_Toc284931969" 1.3 Significance of the study2HYPERLINK \l "_Toc284931970" CHAPTER TWO4HYPERLINK \l "_Toc284931971" LITERATURE REVIEW4HYPERLINK \l "_Toc284931972" 2.0 Introduction4HYPERLINK \l "_Toc284931973" 2.1 Steps of a successful PR campaign6HYPERLINK \l "_Toc284931974" 2.1.1 Fact finding6HYPERLINK \l "_Toc284931975" 2.1.2 Mandatories6HYPERLINK \l "_Toc284931976" 2.1.3 Creative Brief7HYPERLINK \l "_Toc284931977" 2.1.4 Synthesis7HYPERLINK \l "_Toc284931978" 2.1.4.1 The Big Idea7HYPERLINK \l "_Toc284931979" 2.2 Implementation8HYPERLINK \l "_Toc284931980" 2.3 Applying the Six Steps for Improved Results8HYPERLINK \l "_Toc284931981" 2.4 Successful marketing strategy8HYPERLINK \l "_Toc284931982" 2.5 Challenges in the telecom industry9HYPERLINK \l "_Toc284931983" 2.6 Definitions of terms10HYPERLINK \l "_Toc284931984" CHAPTER THREE11HYPERLINK \l "_Toc284931985" METHODOLOGY11HYPERLINK \l "_Toc284931986" 3.0 Introduction11HYPERLINK \l "_Toc284931987" 3.1 Data collection methods11HYPERLINK \l "_Toc284931988" 3.1.1 Interviews11HYPERLINK \l "_Toc284931989" 3.1.2 Questionnaires12HYPERLINK \l "_Toc284931990" 3.1.2.1 Assumptions12HYPERLINK \l "_Toc284931991" 3.1.2.2 Scope and limitations of the study12HYPERLINK \l "_Toc284931992" 3.1.3 General Observation12HYPERLINK \l "_Toc284931993" 3.2 Research Design12HYPERLINK \l "_Toc284931994" 3.3 Sample Design13HYPERLINK \l "_Toc284931995" 3.3.1 Sampling procedure13HYPERLINK \l "_Toc284931996" 3.4 Study Variables13HYPERLINK \l "_Toc284931997" 3.4.1 Independent Variables13HYPERLINK \l "_Toc284931998" 3.4.2 Dependent Variables13HYPERLINK \l "_Toc284931999" CHAPTER FOUR15HYPERLINK \l "_Toc284932000" PRESENTATION OF FINDINGS15HYPERLINK \l "_Toc284932001" 4.0 Demographic characteristics of respondence15HYPERLINK \l "_Toc284932002" 4.1 Demographic characteristics of respondents16HYPERLINK \l "_Toc284932003" 4.2 Response rate17HYPERLINK \l "_Toc284932004" 4.3 Research question 2.18HYPERLINK \l "_Toc284932005" 4.4 Research Question 3.18HYPERLINK \l "_Toc284932006" 4.5 Research Question 4.18HYPERLINK \l "_Toc284932007" 4.6 Research question 5.19HYPERLINK \l "_Toc284932008" 4.7 Research question 6. .19HYPERLINK \l "_Toc284932009" 4.8 Research question 7.19HYPERLINK \l "_Toc284932010" CHAPTER FIVE20HYPERLINK \l "_Toc284932011" DISCUSSION, SUMMARY, CONCLUSION AND RECOMMENDATIONS20HYPERLINK \l "_Toc284932012" REFERENCE20HYPERLINK \l "_Toc284932013" QUESTIONNAIRE23LIST OF TABLESHYPERLINK \l "_Toc284931914" Table 1: Showing demographic characteristics by education levels16HYPERLINK \l "_Toc284931915" Table 2: Showing the Public Relation department18HYPERLINK \l "_Toc284931916" Table 3: Showing the response of customers18LIST OF FIGURESHYPERLINK \l "_Toc284931940" Figure 1: Showing demographic characteristics and gender15HYPERLINK \l "_Toc284931941" Figure 2: Pie chart showing demographic characteristics by education levels16HYPERLINK \l "_Toc284931942" Figure 3: Showing response rate17CHAPTER ONE1.0 IntroductionAccording to an article by Titus Kaloki, posted on the internet, mobile telephony industry now accounts for 7% of mobile phone subscribers in sub-Saharan Africa. Kenya had 17.4 million mobile phone subscribers by end of June 2009, translating to 45.7% penetration.The International Telecommunications Union (ITU) report says Uganda is also among number high number of subscribers, after Kenya, Nigeria and South Africa that respectively account for 26% and 19% of mobile cellular subscriptions in sub-Saharan Africa.According to another report by Pyramid Research, mobile penetration in Uganda telecom market will grow by 95% over the next five years. "Kenya shows impressive growth rates with significant opportunity," notes Diarchal McHenry, analyst at Pyramid Research and author of the report. "By the end of 2008, Kenya had more than 15 million mobile subscribers, with a mobile penetration rate of 39%. The subscriber base is expected to rise to 29.28 million, or 66.7 penetrations, by year-end 2013."This has resulted to mobile telecommunications industries like Warid telecom to develop PR campaigns as well as marketing strategies in order develop a competitive advantage over its rivals. Effective public relations require a knowledge, based on analysis and understanding, of all the factors that influence public attitudes toward the organization. While a specific public relations project or campaign may be undertaken proactively or reactively (to manage some sort of image crisis), the first basic step in either case involves analysis and research to identify all the relevant factors of the situation. In this first step, the organization gains an understanding of its various constituencies and the key factors that are influencing their perceptions of the organization.In the second step, the organization establishes an overall policy with respect to the campaign. This involves defining goals and desired outcomes, as well as the constraints under which the campaign will operate. It is necessary to establish such policy guidelines in order to evaluate proposed strategies and tactics as well as the overall success of the campaign.In step three, the organization outlines its strategies and tactics. Using its knowledge of the target audiences and its own established policies, the organization develops specific programs to achieve the desired objectives. Finally, step four involves actual communication with the targeted public. The organization then employs specific public relations techniques, such as press conferences or special events, to reach the intended audience.In step five the organization receives feedback from its public and assesses the program and makes any necessary adjustments1.1 Purpose of the StudyTo discover the impact of PR campaigns on marketing.To understand and the challenges facing the telecommunications industry.To refine our current understanding of PR campaigns and marketing.To provide a new interpretation of the information provided in the questionnaire.To understand what makes a successful PR campaign strategy.1.2 Objectives of the study 1. To interview Warid Telecom employees.2. To have 30 respondents fill questionnaires within one month.3. To know the % of Warid telecom customers who were attracted by their marketing strategy.4. To analyze how Warid Telecom marketing strategy has been in the last two years and its impact. 1.3 Significance of the studyThe study will broaden our understanding on the area of public relations especially in the telecommunication industry and its impact on the some. In addition this study will enrich what the other scholars have said in the past on the same topic therefore adding to the reservoir of the knowledge important details that will be of great help in the future.More so the study could guide other companies that would like to employ public relations /marketing a tool to enhance their operations as well as attract more clients/customers.CHAPTER TWOLITERATURE REVIEW 2.0 IntroductionMarketing and public relations are really two very distinct management functions, each ultimately having a significant effect on the organization as a whole. It's an all-too common mistake in today's business environment, and an easy one to make. Both are very similar in structure: they work to identify audiences, segment those audiences and set objectives. The purpose of public relations is not, however, to promote goods or services to increase sales, as marketing does.This isn't to say that public relations and marketing don't work together. In fact, to achieve organizational goals, organizations should make use of both functions. Each makes its own special, but complimentary, contributions to building and maintaining the relationships necessary for an organization to thrive.Marketing always aims at an exchange, usually one that involves money. It is the management function that identifies needs and wants (consumer demand), offers products and services to satisfy those demands and causes some kind of transaction that delivers those products and services in exchange for something of value. It's the exchange between two parties bit that distinguishes this function from PR.Public relations may, and should, assist in this process, but does so in a different way. Effective PR assists the overall marketing effort by maintaining relationships through gauging awareness, attitude, mitigating crises, controlling damage, enhancing opinions or through other specific objectives not directly linked to sales.Organizationally, marketing is usually a line management function, the first level of management, with supervisory or team responsibility for individuals and tasks. Line management operates in real-time and works closely with the workforce to contribute to the goals of the organization. Public Relations, on the other hand, is a staff management function and one that provides counsel and other services to support line functions.In the end, it's easiest to say that while marketing focuses on exchange relationships with one public (customers), public relations covers a broad range of relationships and goals with numerous audiences, such as employees, investors, governments and special interest group.Public relations are considered the fifth "p" of the marketing mix. The first four "p" s are product, price, place, and promotion, and each of these really make a huge difference in whether or not your marketing plan works. So, the fifth "p" stands for perception. If a company has a good image, it is easier to sell their product, and it is through your public relations that their image is created. Public relations are in affect, a portion of marketing. A company uses PR techniques to enhance their image, and in doing so shape positive customer perception so that they gain and keep loyal customers because of emotional and moral reasons, not practicality. A company can sponsor charitable event as that is well publicized in the community. In the case of Safaricom they sponsor marathons, football tournaments, road shows, subsidized call rates and other special prizes to their customers. All these are publicized this in the media as part of the marketing campaign. It is through a good and positive company image that your marketing can be effective. Without good PR you would not have good marketing. Public relations campaigns include provisions for publicity. Publicity is the spreading of information to gain public awareness for a product, person, service, cause or organization, and can be seen as a result of effective public relations planning. More recently in public relations, professionals are using technology as their main tool to get their messages to target audiences. With the creation of social networks like Facebook, blogs, and even Internet radio public relations professionals are able to send direct messages through these mediums that attract the target audiences. Methods used to find out what is appealing to target audiences include the use of surveys, conducting research or even focus groups. Tactics are the ways to attract target audiences by using the information gathered about that audience and directing a message to them using tools such as social mediums or other technology. Another emerging theme is the application of psychological theories.2.1 Steps of a successful PR campaignGood PR campaigns have impact, make sense and have an overall sense of simplicity. But nothing simple or elegant is ever really easy. There are six that form a creative process to both clients and staff supports the development of approaches that are on-target with impact.2.1.1 Fact findingA review of the organizations situation and goals is the first step in the campaign development process. Typically, this will start with a meeting between the in-house or agency staff and the companys administrative team. This will provide valuable information- situation, conflict issues, goals, audiences, product benefits and/or propositions, competition, budget, deadline and so forth- but will likely be strongly influenced by an internal perspective. Additional research- formal or informal, primary or secondary, quantitative or qualitative- is wise to consider at this point. Good creative is strategic, so making sure one has the consumers view of the situation will pay dividends. 2.1.2 MandatoriesMandatory elements of a campaign are typically part of campaign development. It is helpful to have these up front in case any issues impact the overall direction of the campaign. Mandatories include elements that must be included in the final product such as: Follow corporate graphic standards; For a co-op advertising, include Snodgrass Industries name and/or logo; In radio, use clients brand name at least 3 times; Follow usage guidelines for any third-party endorsements or awards; Theme must be transferable to dozens of specialty items that the CEO loves; Be congruent with company slogan We Care2.1.3 Creative BriefThe creative brief is a structured document that spells out the situation, strategy, mandatory requirements, and other items from the fact-finding section above. It is a tool used by the creative team as they go into the synthesis process, but can also be used the starting point for a description of the creative direction of the campaign once the following steps are complete. 2.1.4 Synthesis This step involves a creative team, which most often includes a small tight-knit group includes people with these types of skills: a creative director , a strategist, a designer and/or visual thinker, a copywriter and/or word thinker and an account executive or staff close to the client (but NOT the client).This team is a small group with good brainstorming skills, developed from years of creative thinking. They will generally do a fair amount of what my father called Cogitating before the magic occurs. The creative team generates ideas that synthesize elements such as: Key points from the situation, an understanding of the consumers mind. They try to understand what is realistic within the customers set of goals. They develop Insights into the benefits and unique selling proposition of the product or service and cultural references that would resonate with the audience. They also develop a sense of tone formal or informal, funny or emotional, and so forth. They design ideas about what will break through the clutter. Knowledge of good communication theory and strategy, including use of direct and circuitous paths, the shape, size, colors, and communication tools and likely a secret agency sauce2.1.4.1 The Big IdeaThe result of the synthesis is a refined idea that defines the campaigns direction. It is the big idea or the philosophy that drives the campaign and ties it together. It likely isnt the campaign theme itself, but it is succinct.2.2 ImplementationThe big idea must be used to persuade, to communicate a message through the clutter, or otherwise use communication as a vehicle of change. The creative process gives way to approval and implementation, including: the client presentation, approvals, copywriting & design implementation, testing, tweaks, final reviews and placement, production or execution.2.3 Applying the Six Steps for Improved ResultsUnderstanding that developing a campaign is a process, can help facilitate better creative results. They can help to structure expectations for clients and prepare a marketing or public relations staff. 2.4 Successful marketing strategyThere are, however, five main keys to developing successful marketing strategies. Every successful entrepreneur uses these steps to develop of a successful marketing strategy:1) Strengths - A successful marketing strategy always considers the various strengths that a company has. These strengths should be present within the company and the company should be able to use it in order to achieve the desired goal. It is clear that every company has strengths which it could use to gain advantages over the competition. These strengths could range from having more resources to having more experience. The strategy must utilize the strengths to the maximum. Every effort expended should be directed towards the achievement of the goal.2) Weaknesses - Just as every company has strengths, every company also has its weaknesses. A successful marketing strategy needs to take these weaknesses into account and help people overcome them. A successful marketing strategy should be realistic regarding its weaknesses in order to truly be effective.Successful marketing strategies have often turned potential weaknesses into strengths. Anything is possible with the right manipulation of a company's strength. By taking account of the potential weaknesses, a company will be able to find ways of coping for those weaknesses. They could actually remedy those weaknesses and make sure that they will not be the downfall of the company.3) Opportunities - Successful marketing strategies have always taken advantage of every available opportunity for advancement. By taking account of existing opportunities, a company will be looking at the various stepping stones that it can use in order to achieve success. Various opportunities are always available in a market.However, these opportunities are often shrouded and need a keen eye and a good sense to take advantage of them. In taking advantage of opportunities, however, the company must not lose sight of the main goal through which it can measure success.4) Threats - Since the market contains opportunities for the company, it should also be mentioned that it does contain threats. People should be aware of any potential even that could bring a company to its knees.Successful marketing strategies have always included methods of riding out these threats and adapting to them in such a way that they will endure them. The most successful marketing strategies, in fact, have actually been able to turn these threats into opportunities. 5) Implementation - A marketing strategy needs to be implemented in order to be successful. This is the final test of how successful a marketing strategy. Without this final test, the marketing strategy is just a marketing strategy Success is determined by the use, not by the design.2.5 Challenges in the telecom industryThe challenges faced by the makers of telecommunications policy in Kenya are exceptionally demanding. To meet of economic needs, it will be necessary to expand the network, enhance service quality and features, and upgrade operational efficiency and prod activity. Kenya has a rapidly expanding economy, but also has one of the world's highest population growth rates--by the year 2000 its population is expected to reach 38 million. Kenya's government has responded to these challenges with a market-oriented economic policy, which emphasizes openness to the world economy and export-led growth. This policy necessitates a more universal and reliable telecommunications network than would be needed had Kenya attempted a predominantly inward-looking, centrally-directed economic strategy similar to those attempted by some other African countries. Kenyan case of wide interest and significance for those concerned with development strategy. The economic role of the telecommunications sector in Kenya has been the subject of significant economic and business research. Based on that research and on a series of field interviews carried out in June 1991, we have drawn several conclusions:Expanding the scope and enhancing the quality of the telecommunications services offered to rural and urban businesses yields economic benefits far in excess of the costs incurred.2.6 Definitions of terms Terms will/shall be defined according to their context. These terms include;(a) Definition of mobile telecommunicationIt is Broadband digital wireless transmission of data, voice, video, and multimedia. Based on GSM communication standards, UMTS works at 2 megabits per second (Mbps) and higher speeds over packet-switched networks (used by internet and other digital networks) to provide continuous connection with the internet even while moving about or roaming. In contrast, other wireless systems work over circuit-switched networks and are therefore dependent upon circuit availability. (b) Public relations It is the practice of managing communication between an organization and its publics. Public relations provides an organization or individual exposure to their audiences using topics of public interest and news items that provide a third-party endorsement and do not direct payment. (c) MarketingMarketing is the process of performing market research, selling products and/or services to customers and promoting them via advertising to further enhance sales. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and creates value for their customers and for themselves.CHAPTER THREE METHODOLOGY3.0 IntroductionThis chapter provides the description of the data collection methods, research design, sampling design, study population study variables, , sources of data administration of instruments, data processing and presentation, data analysis and limitations of the study.3.1 Data collection methods 3.1.1 InterviewsThe study will seek to interview some key persons for example the staff working with Safaricom and other persons that would be necessary to interview. 3.1.2 QuestionnairesQuestionnaires will be formulated and distributed to the general public as a way of gathering as much data as possible. It will contain a set of questions, well though out that will guide in data collection. These questionnaires shall be both closed and open. The questionnaire shall follow each other systematically. The respondent will be expected to answer the questions asked objectively.3.1.2.1 AssumptionsThe most obvious is that the sample represents the staff of Safaricom Company. The methods used to conduct the research have validity and are measuring the desired constructs. Those respondents will answer a survey truthfully.3.1.2.2 Scope and limitations of the study1. Accessibility of the respondents.2. The scope of the study can be comfortably covered.3. Competence in data collection, analysis and interpretation.3.1.3 General ObservationIn the course of the study observations will be as method of gathering data. This will form an important basis of data collection, the research will seek to observe important aspects that Safaricom has utilized in the area of public relations/ marketing to improve their services, what to be observed, response of people to adverts and how people feel about the marketing strategy employed by Safaricom among others.3.2 Research DesignThe research shall take the format of the normal scholarly research that has been recommended. It shall employ all the methods, and styles that a research is supposed to have in order to gather as much information as possible.Target peopleThe study will target all groups of people;Employed and unemployed.Married and single.Male and female.From all the regions of Kenya.Learned and not learned.3.3 Sample Design Sample will be taken randomly from all the regions of Kenya. This will ensure that are able to gather as accurate information as possible. The sample will comprise of at least 200 people from every province of Kenya.3.3.1 Sampling procedureSampling will be done systematically in different regions of Kenya but for fair representation of every region some regions that have more people will have a bigger sample representation. Among the sampling methods that will be used include;Random samplingSystematic sampling3.4 Study VariablesThe variables under the study were categorized as independent and dependent variables.3.4.1 Independent VariablesThese include those variables that are not affected by many emerging factors, those independent variable includes; the employers of Safaricom and different regions to be sampled.3.4.2 Dependent VariablesThese are variables that could be affected /interfered with by emerging factors/issues, they include the population to be sampled and the time of research/ duration research will take.CHAPTER FOURPRESENTATION OF FINDINGS4.0 Demographic characteristics of respondence Graphic representation showing the demographic characteristics by departments 50 40 30 20 10 0 Top Middle Marketing/PR Category of respondentsKEY Female MaleFigure 1: Showing demographic characteristics and gender Source: Primary data: employees of Safaricom4.1 Demographic characteristics of respondents Table 1: Showing demographic characteristics by education levelsCategory No. of respondentsFrequency Percentage Diploma 5510%Degree 303060%Post graduate 101020%Professional Marketing or PR related studies5510%Total 5050100%Figure 2: Pie chart showing demographic characteristics by education levelsSource; Primary data: Employees of SafaricomThe table and pie chart above shows that 10% of the respondents are diploma holders, degree holders are represented by 60% being the majority of the respondents. Post graduates were 20% and those with professional qualifications were 10%. This shows that Safaricom has skilled and competent employees who can manage who can manage PR and marketing issues. 4.2 Response rate Figure 3: Showing response rate A graph showing response rate100 80Percentage (%) 60 40 20 0 Top middle accounts and Management finance Category of respondentsSource; Primary data: Employees SafaricomAs noted that the researcher administered 50 questionnaires and the completed ones are 25 which was a response of 50%. However it is observed that most responses came from the PR and marketing departments at least 0% from top management. This gave a response which is favorable enough given the sample size. 4.3 Research question 2. The respondents were asked why the public relation department is important in your company. The responses were summarized as shown in the table 2.4.4 Research Question 3. Why the public relation department is important in your company?Table 2: Showing the Public Relation departmentNo. of respondentsFrequency Percentage (%)Staff 202040%Managers252550%Non of the above 5510%Total 5050100%Source; Primary data: Employees of SafaricomThe figure above shows that the company believes in the importance of the PR department because it is the backbone of an organization and if managed poorly would lead to clot hence failure of the organization. 4.5 Research Question 4. Do you think customer base has increased as a result of PR campaigns that your company conducts?Table 3: Showing the response of customers No. of respondents Frequency Percentage (%)Yes 303060%No 121224%None of the above 8816%Total 5050100% From the above table it is noted that yes had the highest number of respondents with a 60%. This is because of the nature of the business which involves dissemination of messages in order to attract more subscribers.4.6 Research question 5. Do you think the goodwill generated in your community project across the country increases market capitalization.The goodwill generated by Safaricom community projects has increased market capitalization because this has enhanced the relationship with the consumers are efficient 4.7 Research question 6. Do you receive any feedback from your customers as a result of your marketing strategies? of 70% who responded 55% said yes, 10% said No while 5% were not sure. This indicated that the organization receives response from their customers.4.8 Research question 7. What are the challenges you face in the telecommunication industry.Out of 95% of respondents 50% had the following answer.To remain a market leader through enhancing quality services.45% of the respondents said management staff said that currently there is stiff competition especially from Airtel, Orange and Yu which have introduced very low call rates across all networks. CHAPTER FIVEDISCUSSION, SUMMARY, CONCLUSION AND RECOMMENDATIONSSafaricom Ltd was formed in 1997 as a fully owned subsidiary of Telkom Kenya. In May 2000, Vodafone group Plc of the United Kingdom, the world's largest telecommunication company, acquired a 40% stake and management responsibility for the company.As of January 2010, Safaricom boasts a subscriber base of approximately 12 million, most of who are in the major cities - Nairobi, Mombasa, Kisumu and Nakuru.Its headquarters is located in Safaricom House, Waiyaki Way in Westlands, Nairobi. It has other offices in the city center in I&M building, Kenyatta Avenue, on Kimathi Street and at Shankardass House - next to Kenya Cinema Moi Avenue.Its main rival is Airtel Kenya. Other rivals include Essar's YU and Orange Wireless.Safaricom has charitable functions where it helps the less fortunate in the society mostly through the Safaricom Foundation.REFERENCEMichael Tyler, Janice Hughes, and Helena Renfrew , Telecommunications In Kenya: Facing The Challenges Of An Open Economy Article Source: http://EzineArticles.com/?expert=Danielle_Walker Copyright 2004, Marketing Works, Inc.sBusinessKnowledgeSource.com Copyright 2003-2010Johnson Warren Allan 2009 Unsolicited Marketing Advice. Marketing Works, Inc. Copyright 2004,Smith Daegan ,The Keys To Developing Successful Marketing Strategieshttp://www.safaricom.co.kehttp://www.businessdictionary.com/definition/universal-mobile-telecommunications-system-UMTS. LETTER OF INTRODUCTIONTo Whom It May Concern:Dear Sir /Madam,RE: REQUEST FOR RESEARCH DATAI Teresia Njenga, a mass communication student at Kampala University, in partial fulfillment of the requirements of the award degree, is conducting a study on the topic The Impact of Public Relations Campaign on Marketing in the Telecommunication Industry.Foe the purpose of enhancing my research work, I wish to collect data using this questionnaire. Your cooperation will be highly appreciated. This information is purely for the purpose of my research work and will be treated with utmost confidentiality.Thanking you in advance.QUESTIONNAIRE The questionnaireName: ..Address: Age: ....Contact.Sex: ..Marital statusPosition/Title in the companyGive two reasons why the public relation department is important in your company.(a)..(b)..What are the impacts of PR campaigns in your organization?Briefly describe how your company conducts your PR campaignsDo you think customer base has increased as a result of PR campaigns that your company conductsIf yes state howIf no give reasonsDo you think the goodwill generated in your community project across the country increases market capitalization?How do you combine PR campaigns and marketing in your company?How do you ensure that your PR campaigns will effectively generate customer response?Do you receive any feedback from your customers as a result of your marketing strategies?YesNo If yes how do you respond?What are the challenges you face in the telecommunication industry?What are your future plans as a company as far as PR and Marketing is concerned?What is your assessment on the telecommunication industry in Kenya? ..Thank you for your positive response.