An evaluation of integrated public relations on stakeholder engagement: Evidence from a consumer brand in Abuja, Nigeria.
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Background of the study
Integrated public relations (PR) combines multiple communication channels to deliver a unified message, significantly influencing stakeholder engagement. This study evaluates how a consumer brand in Abuja employs integrated PR strategies—including social media, press releases, events, and influencer partnerships—to foster stronger relationships with stakeholders such as customers, investors, and community members (Adeyemi, 2023). The research examines the effectiveness of aligning online and offline PR activities to ensure message consistency and maximize outreach. By leveraging cross-channel integration, the brand aims to build a coherent narrative that resonates with diverse stakeholder groups, thereby enhancing trust and loyalty. The study further explores how real-time monitoring and feedback mechanisms enable the brand to adjust its communication strategies proactively. The findings are expected to demonstrate that integrated PR not only improves stakeholder engagement but also contributes to overall brand equity and market performance. This research provides a framework for assessing integrated PR effectiveness and offers actionable insights for companies seeking to optimize their communication efforts in competitive environments (Chinwe, 2024).
Statement of the problem
Consumer brands in Abuja often struggle with fragmented public relations efforts that result in inconsistent stakeholder engagement. Disjointed communication across different channels can dilute the brand message and hinder the ability to build meaningful relationships with stakeholders (Obi, 2024). This lack of integration leads to reduced trust and lower levels of stakeholder participation. The study seeks to identify the specific challenges associated with disjointed PR practices and assess how integrated approaches can enhance stakeholder engagement. By addressing these issues, the research aims to provide actionable recommendations that improve the coherence and impact of PR strategies, thereby boosting overall brand performance.
Objectives of the study:
To evaluate the impact of integrated PR on stakeholder engagement.
To identify the challenges in current PR practices that hinder integration.
To recommend strategies for optimizing integrated communication efforts.
Research questions:
How does integrated PR influence stakeholder engagement?
What are the barriers to effective PR integration?
How can consumer brands improve their integrated PR strategies?
Significance of the study (simulated 100 words):
This study is significant as it provides empirical evidence on the benefits of integrated PR strategies for enhancing stakeholder engagement. The findings will guide companies in developing cohesive communication plans that strengthen relationships with key stakeholders, contributing to improved brand equity and market performance. The research enriches academic understanding and offers practical recommendations for optimizing integrated PR in competitive markets (Adeyemi, 2023).
Scope and limitations of the study:
The study is limited to the integrated PR practices of a single consumer brand in Abuja and focuses exclusively on stakeholder engagement. It does not cover other aspects of corporate communication.
Definitions of terms:
Integrated Public Relations: The strategic coordination of multiple communication channels to deliver a unified message (Ike, 2023).
Stakeholder Engagement: The process of building and maintaining relationships with key audiences (Emeka, 2023).
Consumer Brand: A company that markets products directly to consumers (Oluwaseun, 2023).
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