Effective Public Relations Practice for SMEs In Developing Countries: A Case Study of Nigeria.

Abstract

SMEs are essential to the growth and development of nations. Compared to large enterprise, SMEs have unique public relations need. Though public relations tools remain the same globally, the practice vary from geographical location and culture. This study investigates if SMEs in Nigeria can raise their profile using public relations. The research questions addressed in this study are: a) Can Public Relations be used to raise the profile of SMEs in developing countries? b) Can SMEs adopt Public Relations Practices of Large Enterprises? A mixed methods approach was applied in the study. To collect the data a self-administered questionnaire was used. This questionnaire was filled by SME owners/managers followed by interviews with journalist and public relations experts in Nigeria. The results from this research indicates that SMEs in developing counties as Nigeria can use public relations to raise their profile however there is need to educate SME owners on the function and importance of public relations. Furthermore, the unethical practice of paying for media coverage need to be investigated.