This dissertation is an exploration of how local business owners perceive the significant role that Public Relations (PR) means to their businesses. This will be researched by discovering which PR strategies they apply to communicate their brand as well as their products/ services.
The data for this research has been collected by conducting semi-structured individual interviews involving small entrepreneurs, and has been analysed by the phenomenological qualitative method.
The key research findings established were that local independent businesses do not hold a negative opinion of Public Relations, however, they are not aware of its full capabilities. It was identified that all of them focus nearly solely on their social media strategy, but do not implement fundamental actions (such as a mix between digital and traditional PR) that would further raise awareness of their brands and products/ services. Consequently, this study has been critical to unearthing the relationship between independent businesses and Public Relations professionals with the mission of ameliorating it in the near future.
Many books teach small companies the importance of PR providing easy frameworks to teach them how to apply clear and effective strategies. Nonetheless, this study demonstrates business owners lack the time to invest in implementing these suggestions by themselves. What Public Relations professionals should rather do is personally assist these small entrepreneurs by devising for them a business plan.
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