Public Relations: An Alternative Communication Strategy for Achieving Competitive Advantage in Business Organisations
Article Metrics Report
Views, downloads, citations, engagementCited by
Current citation countResearch summary
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.
Article History
How to Cite
Orakwue, D. E., Gyambrah-adaefie, N., & Hammond, A. K.. (2012). Public Relations: An Alternative Communication Strategy for Achieving Competitive Advantage in Business Organisations. Journal of Business and Retail Management Research, Volume 01 Issue 1.
Citation Context
APA
Orakwue, D. E., Gyambrah-adaefie, N., & Hammond, A. K.. (2012). Public Relations: An Alternative Communication Strategy for Achieving Competitive Advantage in Business Organisations. Journal of Business and Retail Management Research, Volume 01 Issue 1.
MLA
Orakwue, Dr Emmanuel, et al.. "Public Relations: An Alternative Communication Strategy for Achieving Competitive Advantage in Business Organisations." Journal of Business and Retail Management Research, Volume 01 Issue 1, 2012.
Chicago
Dr Emmanuel Orakwue, Nicholas Gyambrah-adaefie, and Alex Kweku Hammond. "Public Relations: An Alternative Communication Strategy for Achieving Competitive Advantage in Business Organisations." Journal of Business and Retail Management Research Volume 01 Issue 1 (29 Feb 2012).
Harvard
Orakwue, D. E., Gyambrah-adaefie, N., & Hammond, A. K. (2012) Public Relations: An Alternative Communication Strategy for Achieving Competitive Advantage in Business Organisations. Journal of Business and Retail Management Research, Volume 01 Issue 1
References
- Ackock, D., Halborg, A. and Ross, C. (2001) Marketing, Principles and Practices (4th Edition), Ashford Colour Press
- Baverstock, A. (2002) Publicity, Newsletters and Press Releases Oxford University Press
- Bell, M. (1972), Marketing Concepts and Strategy, London: Kogan Page
- Brown, A.D. and Starkey I.C. (,) “The effects of organisational culture on communication and information”, Journal of Management Studies, Vol. 31, pp. 807-828
- Cameron, G.T. (1994) “Does Publicity Outperform Advertising? An Experiment Test of the Third-Party Endorsement”, Journal of Public Relations Research, Vol. 6, pp. 185-207
- Constantinides, E. (2006) “The Marketing mix revisited: Towards the 21st Century Marketing”, Journal of Marketing Management. Vol. 22, pp 407-438
- Corley, K.G., Fiol, M.C., Pratt, M.G., Harquail, C., and Hatch M. (2006) “Guiding organisational identity through age adolescence”, Journal of Management Inquiry, Vol. 15 No 5 pp 85-99
- Cummins, J. (1989), Sales Promotion, London: Kogan Page
- Desmond, E.W. (1990) People, Communication and Organisation, (2nd edition), London: Pitman Publishing
- Dibb, S.,Simkin, L., Pride, M.W. and Ferrell, O.C.( 2001), Marketing, Concepts and Strategies, (4th edition). Houghton, Boston, NY
- Doole, I. and Lowe (2004) International Marketing Strategy.( 4th edition). Thomson
- Duncan, T. (2002), Integrated Marketing Communications (IMC): Using Advertising & Promotion to Build Brands, International Edition: McGraw-Hill/ Irwin publication
- Duncan, T and Moriarty, S. E (1998) “A communication based marketing model for managing relationships”, Journal of Marketing, Vol. 62 No 2 pp 1-14.
- Drucker, P.E. (1999), The Practice of Marketing Management, Basingstoke: Heinemann.
- Fill, A.C. (2002). Marketing Communications, Contexts, Strategies ns (3rd edition). Prentice Hall
- Fiandin, M., Martin, E. and Simkin, L. (1992) Advertising Effective Research. Boston, NY.
- Fombrun, C.J. and Shanley, M. (1990) “What’s in a name? reputation building and corporate strategy”, Academy of Management Journal. Vol. 33 No. 2, pp 210-250
- Flack, J. (1999), “Public Speaking”, Marketing Week Nov, 1999. pp 46-51
- Haywood, R. (1984) All About Public Relations, McGraw-Hill.
- Grant, I. C. (2004), Communicating with young people through the eyes of Marketing Practitioners”, Journal of Marketing Management, Vol. 20 No. 5/6, pp. 591-616
- Glynn, M.A. and Abzug, R.(2002) “Institutionalising Identity: Symbolic Isomorphism and Organisational names”, Academy of Management Journal. Vol. 45 pp 267-280.
- Griffin, T. (1993), International Marketing Communications, Butterworth- Heinemann
- Gudykunst, W.B. and Ting-Toomey, S (1988) Culture and Interpersonal Communication, London: Sage Publication
- Hallahan, K. (1995) “Content class as a Contextual Cue in the Cognitive Processing of Publicity versus Advertising”, Journal of Public Relations Research Vol. 6, pp 293-320
- Jefkins, F. (1998) Public Relations.(5th edition) Pitman Publishing.
- Jobber, D. (2001) Principles & Practice of Marketing, (3rd edition) McGraw-Hill
- Kotler, P.,Gary, A., Saunders, J and Wong, V (2002) Principles of Marketing. (3rd edition), New Jersey: Prentice Hall
- Kotler, P, (2002) Marketing Management. (11th Edition), New Jersey: Prentice Hall
- Lee, J.R. and Olson W.C (1994) Theory and Practice of International Relations, (2nd edition), Prentice Hall
- Lesly, P. (1991) The Handbook of Public Relations and Communications. McGraw-Hill
- Levitt, T.( 1969) The Marketing Mode. NY: McGraw-Hill.
- Loda, M.D. and Coleman C.B.(2005) “Sequence Matters: A more effective way to use Advertising and Publicity”. Journal of Advertising Research, Vol. 45 No. 4, pp. 362-372
- Luick, F.J. and Ziegler, W. (1968) Sales Promotion and Modern Merchandising, McGraw-Hill, NY
- Mankins, M.C. and Steele, R (2005) “ Turning great Strategy into great performance”. Harvard Business Review, (July-August), Vol. 83 No. 7/8, pp. 64-72.
- McEwan, T. (1992 ), Communication in Organisations. London:Pitman Publishers.
- Melewar, T.C., Hussey, G. and Srivoravilai, N.P.(2005) “Corporate Visual Identity” Journal of Brand Management, Vol. 12 No. 5, pp. 379-394
- Meenaghan, T. and Shipley, D. (1996) Media Effects in Commercial Sponsorship European Journal of Marketing Vol.15 No 7 pp254-286
- Nakata, C. and Zhu, Z. (2006) “Information technology and customer orientation: a study of direct, mediated, and Interactive linkages”, Journal of Marketing Management, Vol. 22, pp. 319-354
- Omar, M. and Williams, W.L. (2005), “Managing and maintaining corporate reputation and brand identity” Journal of Brand Management, Vol. 13 No. 4/5, pp. 268-275
- O’Malley, L (2003) Relationship Marketing, London: Thomson Learning
- Rothschild, M. (1987) Marketing Communications, Lexington, Heath Keegan,
- Shimp, T.A. (2003), Advertising Promotion (6th Edition) Thomson-South Western
- Shultz, T. (1998) Integrated Marketing Communications. (4th edition) Prentice Hall
- Smith, P.R. and Taylor, J. (2004), Marketing Communications: An Iintegrated Approach, (4th Edition), Kogan Page
- Thealeer, A. (2003), The PR Handbook, London: Routhledge
- Toyne, B. and Walters, P.G.P. (1993) Global Marketing Management: A Strategic Perspective. Allyn and Bacon
- Usunier, J.C (2000), Marketing Across Cultures. (2nd edition), Prentice Hall
- University of Leicester (2004) Marketing Communications, Part 1& 2. (12th edition), Learning Resource, Great Britain
- Whelan, S. and Wohlfeil, M. (2006), “Communicating brands through engagement with lived experiences”, The Journal of Brand Management, Vol. 13 No. 4/5, pp. 313-329
- White, J. (1991) How to understand and Manage Public Relations, London: Business Books
- Yadin, D (2002) International Dictionary of Marketing, London: Kogan Page.
- www.bluelinermarketing.com
- www.prsa.org/Resource.
- www.dol.gov
- www.stats.bls.gov/oco/home.htm