Assessment of the role of public relations in the management of reputation of indigenous companies in southeast Nigeria: A study of Innoson motors
Keywords:
Public Relations, Management of Reputation, Indigenous Companies, Southeast Nigeria, Innoson MotorsAbstract
In today’s competitive and digitally-driven marketplace, corporate reputation remains a cornerstone for organizational success, particularly among indigenous companies operating in complex environments. This study investigates the public relations strategies of Innoson Motors, a leading indigenous automobile manufacturer in Nigeria, with a focus on how these strategies enhance reputation, stakeholder engagement, and organizational performance. Utilizing a qualitative, phenomenological research design, ten purposively selected stakeholders including customers, employees, and suppliers were interviewed to explore their perceptions of the company’s public relations (PR) efforts. Data were analyzed using thematic analysis. Findings reveal that Innoson Motors leverages a broad mix of traditional and digital PR tools, including media relations, corporate social responsibility (CSR) initiatives, and internal communication systems, to build brand credibility. The use of digital platforms such as social media has significantly improved brand visibility and stakeholder interaction. Nonetheless, challenges such as managing online backlash, sustaining content engagement, and measuring PR effectiveness were identified. Despite these, opportunities abound in influencer marketing, employee advocacy, and strategic analytics. The study concludes that PR is not merely a supplementary function but a strategic management tool crucial for sustaining corporate reputation. Recommendations include enhancing digital PR infrastructure, embedding crisis communication plans, and establishing key performance indicators for PR evaluation.
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