IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 7 NO. 1 2023
DOI: https://doi.org/10.56201/ijmcs.v7.no1.2023.pg8.27

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An Appraisal of Public Relations Strategies of Select Multinational Companies in Rivers State

Ebere, Confidence, Prof. Godwin Bassey Okon

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Abstract

This study was informed by the need to appraise the public relations strategies of select multinational companies in Rivers State. The study is made up of managers of both Pabod Breweries and Daewoo on one stream while the residents of the host communities made the second stream. More so, a sample size of 398 was drawn using Taro Yamane formula, and purposive sampling respectively. The survey was adopted for the study. The multistage sampling technique was to draw respondents from the headquarters of two companies and the various host communities. Moreover, face and content validity were done by experts in the field while the Crouchback Alpha coefficient was used to test for instrument reliability. The questionnaires were the instrument for data collection. Furthermore, data were analysed using tables, percentages and weighted means score on a four point Likert scale. To this end, results showed that the PR practices of Pabod Breweries (108 or 60.7%) are more effective than Daewoo Nigeria Limited (84 or 44%). Findings also reveal that both Pabod Breweries and Daewoo Nigeria Limited maintain their relationship with their host communities. Sequel to this, the study among other position concluded that the dynamics of host-corporate relations has informed the need for organisation to revisit their public relations policies. The study therefore, recommends that multinational companies should revisit their public relations policies with a view of strategically identify and carryout public relations practices that are not only stakeholder-centered but will also help in actualizing organisational goals. This could be better achieved with greater stakeholder engagement research.

keywords:

Corporate Identity, Public Relations, Strategy, Evaluation, Planning, Planning Strategies

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References:

Ahmed, E. & Khan, A.W. (2019). Roles of organizational public relations in image building
of publics: A case study of Coca Cola Pakistan. Global Regional (GRR), iv(iv), 95 104.

Ajala. V. O. (2005). Public Relations: In search of Professional Excellence (2 Ed) Ibadan.
May Best Publishers.

Amabipi.A.K. (2016). Understanding host community distrust and violence against oil
companies in Nigeria. A PhD dissertation presented in the Robert Gordon University.

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