A study of public relations innovations on enhancing brand reputation: Evidence from a consumer goods company in Lagos, Nigeria
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- NGN 5000
Background of the study
Public relations (PR) innovations are increasingly shaping brand reputation in today’s fast-evolving digital landscape. For consumer goods companies in Lagos, embracing new PR tactics—such as interactive digital campaigns, virtual events, and AI-driven sentiment analysis—is critical to staying competitive and maintaining a positive brand image. Innovative PR practices enable companies to engage with consumers in novel ways, build authenticity, and respond swiftly to market trends (Okeke, 2023). Research suggests that when companies integrate innovative PR strategies into their communications mix, they can significantly enhance brand reputation, foster loyalty, and drive sales growth (Adenuga, 2024). This study examines how a consumer goods company in Lagos has adopted PR innovations to improve its brand reputation by analyzing campaign outcomes, media coverage, and consumer feedback. The research evaluates the effectiveness of these innovations in overcoming traditional communication challenges and offers recommendations for further adoption of emerging PR technologies. The findings are expected to provide actionable insights into leveraging PR innovations for enhanced brand reputation and competitive advantage in the dynamic consumer goods sector (Ibrahim, 2025).
Statement of the problem
Consumer goods companies in Lagos face challenges in enhancing brand reputation through traditional PR methods, which often lack the agility and creativity needed in today’s digital environment (Chinwe, 2023). Inadequate adaptation to emerging PR innovations leads to missed opportunities in engaging consumers and differentiating the brand. The absence of innovative communication strategies hinders the ability to build a robust, positive brand reputation, impacting customer loyalty and market share.
Objectives of the Study:
To review PR innovations and their impact on brand reputation.
To assess the effectiveness of innovative PR campaigns.
To recommend best practices for integrating new PR strategies.
Research Questions:
How do PR innovations enhance brand reputation?
What challenges hinder the adoption of innovative PR strategies?
Which practices are most effective in improving brand reputation?
Significance of the study (100 words):
This study is significant as it provides insights into how innovative public relations strategies can enhance brand reputation for consumer goods companies in Lagos. The findings will inform practical recommendations for integrating advanced PR techniques to improve consumer engagement and market perception. The research contributes to academic discussions on modern PR practices and supports businesses in achieving a competitive advantage through innovation.
Scope and Limitations of the Study:
This study is limited to examining PR innovations and their impact on brand reputation for a consumer goods company in Lagos. It does not extend to other industries or regions, and findings are influenced by local market dynamics.
Definitions of Terms:
Public Relations Innovations: New and creative approaches to managing communications and brand reputation.
Brand Reputation: The overall perception of a company in the eyes of consumers and stakeholders.
Consumer Goods Company: A business that produces and sells products directly to consumers.
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