DefinePK

Abstract

This study is designed to find out the challenges and opportunities in enhancing the public relations (PR) function of the Information and Public Relations Department in Khyber Pakhtunkhwa, Pakistan. The scholar explores the department's role in promoting government initiatives, fostering media relations, and building public trust through effective communication strategies. The researcher used a qualitative method for data collection. The data was collected through an online questionnaire with open-ended questions from Public Relations Officers (PROs) and Regional Information Officers (RIOs). The data was collected from (n=16) out of 39 participants in the study. The study concluded that many barriers delay the efficiency of PR practices, including limited access to resources such as modern IT equipment, insufficient training in digital tools, and inadequate funding. Furthermore, the weak coordination between the Information Department and other government departments, coupled with a lack of standardized communication protocols, undermines its ability to deliver timely and effective messaging. The study further highlighted logistical challenges, such as inadequate mobility support for fieldwork, and the evolving digital landscape, which demands greater expertise in tools like social media, video editing, and artificial intelligence.