THE ROLE OF PUBLIC RELATIONS IN MANAGEMENT OF BRAND REPUTATION, USING SILVERBIRD BENIN TEMPORARY FOLD-UP AS A CASE STUDY.

ABSTRACT

This Study sets out to investigate how public relations can be used to build and sustain the corporate image of any organization. Consequently, the researcher employed the survey research method to investigate. Findings revealed that public relations can build and sustain the organization’s image. Silverbird Benin was found to have developed new and effective public relations strategy and community relations services after its temporary fold-up. As a result, patronage has increased both on the part of the listeners and that of advertisers. Based on these findings, the study concludes that for public relations to be very effective in building and sustaining any brands reputation, the organization should embark on different effective public relations programmes, knowing that image building is not a product of just one good action but a totality of good practices put forth by the organization. It finally recommends among others that the agency should accord greater recognition to public relations by establishing an in-house department with qualified professional staff who would ensure efficiency in initiating and executing tactical public relations programmes that will give surety to the organization’s image. Also opinion research should be constantly carried out to understand the publics’ perception of the organization and to evaluate the efficacy of the existing programmes which will help the organization to either maintain or change its programmes.