A critical analysis of digital public relations on stakeholder perception: Evidence from a multinational firm in Lagos, Nigeria
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Background of the study
Digital public relations has emerged as a transformative force in shaping stakeholder perceptions, especially within large multinational firms. In Lagos, Nigeria, such firms are leveraging digital tools to manage their reputations, communicate transparently, and engage with a diverse stakeholder base (Harris, 2023). This critical analysis examines how digital public relations strategies influence stakeholder perception by focusing on the integration of social media, online news platforms, and interactive digital campaigns. Multinational firms face the challenge of communicating consistent messages across various digital channels while addressing the expectations of global stakeholders (Edwards, 2024). The study highlights the evolution of digital public relations from traditional media relations to a more interactive and immediate form of communication. This shift has enabled companies to build stronger, more trust-based relationships with their stakeholders, thereby enhancing corporate credibility and public image (Harris, 2023). The analysis also considers the potential pitfalls of digital public relations, such as the rapid spread of misinformation and the difficulty in controlling digital narratives, which can adversely affect stakeholder perception. The aim is to offer a comprehensive evaluation of current practices and suggest improvements to align digital communication with stakeholder expectations.
Statement of the problem
Despite the increasing reliance on digital public relations, multinational firms in Lagos face significant challenges in managing stakeholder perception. The rapid and unfiltered nature of digital communication can lead to misinterpretation and misinformation, undermining stakeholder confidence (Harris, 2023). Additionally, inconsistencies in digital messaging across different platforms often result in fragmented stakeholder engagement (Edwards, 2024). This fragmented approach complicates efforts to build and sustain a coherent corporate image. Furthermore, the lack of robust measurement tools to evaluate the effectiveness of digital public relations strategies leaves firms with limited insights into their impact on stakeholder perception. Consequently, there is an urgent need for a critical analysis of existing practices to propose strategic improvements that enhance digital public relations outcomes and ultimately strengthen stakeholder relationships.
Objectives of the Study
To critically analyze the impact of digital public relations on stakeholder perception.
To identify challenges in maintaining consistent digital communication across multiple platforms.
To propose recommendations for optimizing digital public relations strategies.
Research Questions
How does digital public relations influence stakeholder perception in multinational firms?
What are the key challenges in managing digital communication effectively?
What strategic measures can enhance digital public relations outcomes?
Significance of the study
This study is significant as it provides a critical evaluation of digital public relations and its effect on stakeholder perception in multinational firms. By identifying key challenges and proposing strategic recommendations, the research will contribute to both academic literature and practical approaches in digital communication management. The insights gained will assist firms in developing more coherent and effective digital public relations strategies, ultimately fostering stronger stakeholder relationships (Harris, 2023; Edwards, 2024).
Scope and limitations of the study
The study is limited to analyzing digital public relations strategies within a multinational firm in Lagos, Nigeria, and their influence on stakeholder perception. It does not extend to other regions or sectors.
Definitions of terms
Digital Public Relations: The practice of managing an organization’s reputation and stakeholder relationships using digital platforms.
Stakeholder Perception: The way in which stakeholders view and interpret an organization’s actions and communications.
Multinational Firm: A large organization operating in multiple countries with a diverse stakeholder base.
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