An investigation of digital public relations strategies on stakeholder engagement: A study of a tech startup in Port Harcourt.
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- NGN 5000
Background of the study
Digital public relations (PR) strategies have revolutionized stakeholder engagement, particularly for tech startups operating in innovative markets like Port Harcourt. This study investigates how a tech startup utilizes digital PR tactics—such as social media engagement, online press releases, content marketing, and influencer collaborations—to interact with stakeholders including customers, investors, and partners (Adeyemi, 2023). The research explores the integration of digital tools that enable real-time feedback, sentiment analysis, and audience segmentation, which are crucial for tailoring messages and fostering active participation. By leveraging these strategies, the startup aims to build a strong, transparent, and responsive communication framework that enhances stakeholder trust and collaboration. The study examines the effectiveness of digital PR in creating a cohesive brand narrative and driving engagement across diverse digital platforms. Findings from this investigation are expected to provide actionable insights into optimizing digital PR efforts, contributing to enhanced stakeholder relationships and long-term business success in the tech sector (Chinwe, 2024).
Statement of the problem
Tech startups in Port Harcourt often face challenges in engaging stakeholders effectively due to fragmented digital PR strategies. Inconsistent messaging, inadequate monitoring of digital feedback, and limited use of integrated communication tools can lead to low stakeholder participation and diminished trust (Obi, 2024). These issues hinder the startup’s ability to build lasting relationships with customers and investors. This study seeks to identify the barriers to effective digital PR and propose strategies to enhance stakeholder engagement. Addressing these challenges is essential for ensuring that communication efforts translate into meaningful interactions and foster long-term collaboration.
Objectives of the study:
To evaluate the impact of digital PR strategies on stakeholder engagement.
To identify key challenges in current digital PR practices.
To recommend strategies for optimizing digital PR for improved engagement.
Research questions:
How do digital PR strategies affect stakeholder engagement?
What are the main barriers to effective digital PR?
How can tech startups enhance their digital PR practices?
Significance of the study
This study is significant as it provides empirical evidence on the effectiveness of digital PR in enhancing stakeholder engagement for tech startups. The insights will help companies develop more integrated communication strategies that foster trust and active participation, ultimately contributing to long-term success. The research offers practical recommendations for optimizing digital PR efforts in a rapidly evolving digital landscape (Adeyemi, 2023).
Scope and limitations of the study:
The study is limited to a single tech startup in Port Harcourt and focuses exclusively on digital PR and stakeholder engagement. It does not address offline communication channels.
Definitions of terms:
Digital Public Relations: The use of online platforms to manage and enhance an organization’s public image (Ike, 2023).
Stakeholder Engagement: The active involvement of individuals or groups in organizational communication (Emeka, 2023).
Tech Startup: A newly established company focused on innovative technology solutions (Oluwaseun, 2023).
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