THE ROLE OF PUBLIC RELATIONS IN THE COPORATE IMAGE OF AN ESTABLISHMENT

ABSTRACT

The study is focused on the role of public relations in image building. A case study of Phil Hallmark Supermarket. The objectives of the research were to determine the effect of public relations in building a brand image. It aimed at evaluating the effect of public relations in building a brand image, the role of pubic relation in building a positive brand image and the factors responsible for an effective public relations campaign. For its theoretical framework, the researcher adopted the Agenda Setting Theory and Social Exchange Theory which further buttress the point of the study. While the survey research method was used to gather the data used for the study. Findings of the study revealed that Employees and Customers are exposed to Phil Hallmark public relations campaign and the extent to which they have been exposed to the campaign is high. The findings also indicate that PR plays an important role in Phil Hallmark Supermarket by producing communication messages and that the Public Relations Unit of Phil Hallmark Supermarket functions more effectively by assessing public attitude. Based on these findings, the researcher recommended among other things that companies, institutions and organizations should continue to use public relations to influence their brand image as this can be clearly seen through the role of public relations in Phil Hallmark.