An evaluation of public relations innovations on market competitiveness: Evidence from a telecommunications company in Kano, Nigeria.
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Background of the study
Public relations (PR) innovations are crucial for enhancing market competitiveness, especially in the fast-paced telecommunications sector. This study evaluates how a telecommunications company in Kano leverages innovative PR strategies—such as digital storytelling, interactive social media campaigns, and immersive brand experiences—to differentiate itself from competitors (Adeyemi, 2023). The research examines how these innovative approaches contribute to a dynamic brand image that resonates with a diverse consumer base, thereby driving market competitiveness. By integrating advanced analytics, the company is able to measure the impact of its PR innovations on consumer engagement and market share. The study also investigates the role of creative content, influencer partnerships, and real-time engagement in shaping public perception and driving competitive advantage. Findings from this investigation will offer practical recommendations for telecommunications companies seeking to enhance their PR practices to achieve superior market performance in a rapidly evolving industry (Chinwe, 2024).
Statement of the problem
Telecommunications companies in Kano often struggle to maintain market competitiveness due to outdated PR practices and a failure to innovate in communication strategies (Obi, 2024). In a rapidly evolving industry, traditional approaches may no longer suffice in capturing consumer attention and building a distinctive brand image. This study seeks to identify the limitations of current PR practices and evaluate how innovative strategies can enhance competitiveness by improving consumer engagement, brand perception, and market share.
Objectives of the study:
To evaluate the impact of PR innovations on market competitiveness.
To identify effective innovative PR strategies in telecommunications.
To recommend enhancements for PR practices to boost competitiveness.
Research questions:
How do PR innovations affect market competitiveness?
What innovative PR strategies are most effective?
How can telecommunications companies improve their PR practices?
Significance of the study
This study is significant as it offers insights into how innovative PR strategies can enhance market competitiveness in the telecommunications sector. The findings will guide companies in adopting creative and data-driven PR methods to improve brand perception and market share. The research contributes to academic and practical perspectives on modern PR practices (Adeyemi, 2023).
Scope and limitations of the study:
The study is limited to a single telecommunications company in Kano and focuses exclusively on PR innovations and market competitiveness.
Definitions of terms:
Public Relations Innovations: New and creative approaches to managing and enhancing public perception (Ike, 2023).
Market Competitiveness: The ability of a company to outperform its rivals in the market (Emeka, 2023).
Telecommunications Company: An organization providing communication services and technology (Oluwaseun, 2023).
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