An assessment of integrated public relations on brand resilience: A case study of an oil company in Kano, Nigeria.
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Background of the study
Integrated public relations (PR) is pivotal in fortifying brand resilience, particularly for oil companies operating in volatile markets such as Kano. This study assesses how an oil company in Kano employs integrated PR strategies—combining traditional media outreach, digital communication, community engagement, and crisis management—to build a robust and resilient brand image (Adeyemi, 2023). By unifying diverse communication channels, the company seeks to present a consistent and compelling narrative that mitigates the effects of industry challenges and negative publicity. The research explores how coordinated PR initiatives can reinforce stakeholder confidence and sustain market position, even in the face of environmental, economic, or operational crises. It also examines the role of proactive reputation management and targeted messaging in countering adverse media coverage. Through a detailed case study analysis, this research provides insights into the mechanisms through which integrated PR efforts contribute to long-term brand resilience, ensuring that the oil company maintains a competitive edge and secures investor and consumer trust (Chinwe, 2024).
Statement of the problem
Oil companies in Kano often struggle with maintaining brand resilience due to disjointed PR efforts that fail to counteract negative industry perceptions. Inadequate integration across communication channels results in inconsistent messaging and vulnerability during crises (Obi, 2024). These challenges weaken stakeholder confidence and hinder the company’s ability to recover from reputational setbacks. This study aims to identify the key deficiencies in current PR practices and propose an integrated approach that can enhance brand resilience and sustain market competitiveness.
Objectives of the study:
To assess the impact of integrated PR on brand resilience.
To identify challenges in current PR practices in the oil sector.
To recommend strategies for optimizing integrated PR for enhanced resilience.
Research questions:
How does integrated PR influence brand resilience?
What challenges impede effective PR integration?
How can oil companies improve their PR strategies to enhance resilience?
Significance of the study
This study is significant as it elucidates the critical role of integrated PR in sustaining brand resilience for oil companies. The findings will provide actionable insights for improving communication coherence, thereby bolstering stakeholder trust and market performance. The research contributes to academic literature on corporate communication and offers practical guidelines for optimizing PR strategies in volatile industries (Adeyemi, 2023).
Scope and limitations of the study:
The study is limited to a single oil company in Kano and focuses exclusively on integrated PR and brand resilience. It does not address other operational aspects.
Definitions of terms:
Integrated Public Relations: The coordinated use of multiple communication channels to deliver a unified message (Ike, 2023).
Brand Resilience: The ability of a brand to recover from and withstand negative events (Emeka, 2023).
Oil Company: A business engaged in the exploration, production, and distribution of oil (Oluwaseun, 2023).
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