Media relations practices and brand enhancement in government organizations: a case study of Uganda revenue authority – Entebbe branch

Abstract

This study examined the relationship between media relations practices and brand enhancement in government organizations using the Uganda Revenue Authority (URA) Entebbe Branch as a case study. Specifically, the study sought to examine the media relations practices employed by the URA Entebbe Branch, to assess the level of brand enhancement, and to analyze the relationship between media relations practices and brand enhancement. A case study research design was adopted, employing a mixed-methods approach that integrated both quantitative and qualitative techniques to provide a comprehensive understanding of the phenomenon. The study population comprised 78 employees of the URA Entebbe Branch, alongside selected media practitioners and taxpayers who interact with the Authority. Quantitative data were collected using structured self-administered questionnaires, while qualitative data were obtained through semi-structured interviews. Data were analyzed using both descriptive and inferential statistical techniques for the quantitative findings, complemented by thematic analysis for the qualitative responses to generate a comprehensive interpretation of the results. The findings revealed that the URA Entebbe Branch has established a structured and relatively effective media relations system characterized by regular use of press releases, media briefings, media monitoring, and collaboration with the Corporate Affairs and Public Relations Department. However, digital media engagement and proactive communication practices were found to be insufficiently integrated into the branch's communication strategy. The study further established that media relations practices have significantly contributed to enhancing the branch's brand image by improving public trust, strengthening corporate identity, increasing taxpayer awareness, and promoting organizational transparency and credibility. Nevertheless, some negative public perceptions associated with tax enforcement continue to affect the Authority's image. The study also established a positive but moderately strong relationship between media relations practices and brand enhancement. The study concludes that strategic media relations are an important driver of brand enhancement in government organizations but should be integrated with broader organizational performance improvement initiatives. It recommends strengthening digital media engagement, institutionalizing regular media briefings, investing in communication capacity building, intensifying taxpayer education, enhancing service responsiveness, and adopting an integrated communication and reputation management framework