Public Relations Practice and Its Impact on Strategy Effectiveness

Abstract

The study conducted through the exploratory research design focused on the perspective that certain factors influence effective public relations practice that result to strategy effectiveness. Public relations practice as a distinctive management function can be expressed in action which is imperative for understanding the philosophy of management and also doing what people like, the way they like it. It obviously integrates participative management, action, and leads to strategy effectiveness. All public relations work is influenced by planning, research, relationship management and communicating with the audience. Traditionally, public relations practice involves communications, often as publicity release for print media that aim at influencing the target audiences. In public relations, the communications function looks at all stakeholders and uses a variety of tools and tactics to enhance cordial relationship to build institutional reputation and acceptability. Reputation management requires credible information which is important in public relations activity well communicated based on knowledge and ensures favourable perception of organizational intentions. 98 respondents participated in the study and the result showed strong positive relationship between public relations practice and strategy effectiveness. Further study in this area could examine the necessity to give top priority to public relations practice by top management so as to enhance strategy effectiveness in human organizations. It was therefore, recommended that adequate planning is required for effective public relations practice in order to achieve the desired result in organizations and governments.

Keywords: Participative Management, Effective Communication, Systems Theory, Reputation Management, Distinctive Management Function, Publics

JEL Classification: M10, M12