STRATEGIC PUBLIC RELATIONS AND PERFORMANCE OF LARGE MOTOR VEHICLE DEALERS IN KENYA: A CRITICAL LITERATURE REVIEW

Emma Gathoni ()

American Journal of Public Relations, 2022, vol. 1, issue 1, 21 - 31

Abstract: Purpose: Public relations ensure that the organization attains and manages accord as well as positive behaviors among the stakeholders of the company. Public relations are responsible for building and maintaining a hospitable organizational environment. The purpose of this study is to evaluate the influence of strategic public relations on performance of large motor vehicle dealers in Nairobi City County, Kenya. Methodology: The paper used a desk study review methodology where relevant empirical literature was reviewed to identify main themes and to extract knowledge gaps. Findings: Strategic public relations comprise of a two-way communication between the firm and its publics and necessitate listening to the constituencies on which the company depends along with analyzing as well as understanding the behaviors and attitudes of the audiences. The study concluded that stakeholder involvement public relations strategy was likely to have significant effect on performance of Large Motor Vehicle dealers in Nairobi. Unique Contribution to Theory and Practice: The study recommends that the Large Motor Vehicle dealers should create a framework that guides the access to information to ensure they optimize and benefit the most from their knowledge management made possible through openness public relations strategy. The management of Large Motor Vehicle dealers should also carry assessment on the value of different stakeholders on their operations to formulate the extent of their involvement in decision making processes

Keywords: strategic public relations; performance; large motor vehicle dealers (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:bfy:ojajpr:v:1:y:2022:i:1:p:21-31:id:1109

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