Public relations, Communications strategy, Competitive advantage, Corporate advertising


This paper reviews the concept of communication strategies used in business organisations. The article explores the relevant literature that underpins the concept of public relations in terms of its objectives. It reviews the various PR methods and techniques that could be used to achieve competitive advantage in business organisations. The findings of the article show that because of the increasing competition in the marketplace, organisations need to design the most effective and efficient communication programme possible to build relationships with customers in order to achieve competitive advantage. The recommendation is that organisations should build customer relationships, using a series of interactions between individuals and the organisation. This will produce more sales and profits than focusing on sales transactions alone. Thus, this article emphasised how organisations can successfully integrate brand messages, media, and marketing communication functions to help create, retain, and grow brand image that will achieve competitive advantage.

Full Text : PDF