Integrating Public Relations Principles into Small Scale Businesses in Nigeria

Abstract

Public Relations (PR) is a famous tool of maintaining mutual understanding between an  organization and its public. Large business organizations and institutions across the globe use PR. However, Small Scale Businesses (SSBs) lack the understanding and relevance of PR in their business. Additionally, previous attentions of researches in PR mainly focus on large organizations. This study explores the PR strategies that SSBs can adopt to win and retain customers. The study which relies basically on documentary analysis of published researches to extract evidence is premised on the Melvin Sharpe Behavioral Theory. It establishes that PR oriented strategies such as clean business environment, empathy, quality service or products delivery, effective communication among other practices are key to the success of SSBs. It thus recommends that SSB owners should not just arm themselves with PR strategy but should ensure good employer/employees relations at all times, and SSB owners should ensure healthy relationship with their external publics as prescribed by the Melvin Sharpe Behavioural Theory Principles.