ROLE OF PUBLIC RELATIONS IN MANAGEMENT OF BRAND REPUTATION
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ROLE OF PUBLIC RELATIONS IN MANAGEMENT OF BRAND REPUTATION
Chapter One:
Introduction
1.1 Background of the Study
One of the most difficult issues that businesses face today is gaining a competitive advantage in meeting the needs of their customers. This is mostly driven by more demanding customers (Herington, Johnson, and Scott, 2006: page 7).
Attracting new clients is still an important marketing management effort. However, today’s businesses must also focus on retaining existing consumers and developing profitable, long-term relationships with them.
A strong brand reputation is essential for client retention. Loyal customers are more likely to repurchase the same service or brand, spread favourable word-of-mouth, and pay a higher price (Kwon and Lennon, 2009).
In recent years, the contemporary client has been constantly changing and looking for alternatives; consequently, it is critical to examine and please the customer. Public relations aid in finding and communicating with customers, procedures known as customer relations management (Emerson, 2007).
Another phase of customer relations management is giving customer joy, which is critical for acquiring and retaining customers, and public relations provide direct and indirect assistance in providing customer pleasure.
Public relations works in a variety of ways to maintain a positive reputation in the minds of customers and improve relationships between organisations and their customers (Amponsah, Asamoah, and Isaac, 2015).
An organisation can get public approval by using successful public relations strategies. To meet these goals and objectives, activities must be effectively coordinated. Public relations, as a management function, is useful in supporting effective communication of organisational aims and objectives.
Any human organization’s public relations department is responsible for a variety of operations, including dispute resolution or crisis management, internal or employee relations, community relations, promotions, media relations, environmental scanning, and sponsorship programmes (Asemah 2009).
As a result, the purpose of this study is to investigate the effect of public relations in brand reputation management, using Silverbird Benin temporary fold up as an example.
1.2 Statement of the Problem
Silverbird Benins has embarked on Public Relations to establish and maintain mutual understanding with its audiences. Corporate image, or customer happiness, is the single most essential factor influencing organisational survival.
There have been very few studies on the role of public relations in managing brand reputation. As a result, the purpose of this study is to look into the importance of public relations in brand reputation management, utilising Silverbird Benin’s temporary fold up as an example.
1.3 GOALS OF THE STUDY
The overall goal of this research is to investigate the role of public relations in brand reputation management, utilising Silverbird Benin temporary fold up as a case study. Other specific objectives include:
To learn how public relations aids in the development of mutual understanding between Silverbird Benin and the general public.
To determine the extent to which public relations contributes to maintaining mutual understanding between Silverbird Benin and the public.
To investigate the relationship of public relations and brand reputation.
To determine the effectiveness of public relations in managing brand reputation at Silverbird Benin.
To investigate how good public relations practice in Silverbird Benin affected brand management as well as the temporary fold up.
1.4 Research Hypothesis
Hypothesis
The hypothesis is that there is no substantial association between public relations and brand reputation management.
H1: There is a considerable relationship between public relations and brand reputation management.
1.5 Significance of the Study
This research study will assist corporations, students, and researchers alike.
To the Corporate Organisation: This research will teach them how to use public relations effectively in managing brand reputation.
To the students: This research will broaden their understanding of the role of public relations in brand reputation management.
To the Researcher: This study will serve as the foundation for future research in the same area.
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