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Public Relations Strategy: A Tool for Building Organizational Corporate Image

Agboola, Mayowa G. and Olabowale, Elizabeth and Osunde, C. and Akinbode, Mosunmola and Borishade, T. T. (2016) Public Relations Strategy: A Tool for Building Organizational Corporate Image. In: 28th IBIMA Conference, 9 - 10 November 2016 , Seville, Spain.

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Abstract

In the business world of today, superior organizational corporate image is a strategic priority that every organization wants to achieve. To be attributed as excellent in business, the corporate image of an organization must be of superior quality, that is, reliable, apparent, sure, viable and able of create expansion and development. Meanwhile, public relations gives an organization the chance to exhibits its picture to the public, it is about moving the message to the general public. Building a corporate image is not an instinctive approach but an issue of strategy which leads to good reputation of the company, competitive advantage and uniqueness of the company in the market. This paper centers on the bond between corporate image and public relations strategy and how PR can be used as a strategy to build corporate image.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Public Relations Strategy, Corporate Image, Organizational Image
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mrs Hannah Akinwumi
Date Deposited: 20 Jun 2017 13:18
Last Modified: 20 Jun 2017 13:18
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/8401

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