Strategic Public Relations, Crisis Management, and Organizational Performance: An Empirical Study of the Nigerian Broadcasting Corporation (NBC)

Abstract

This study empirically examines the effects of strategic public relations (PR) practices on organizational performance at the Nigerian Broadcasting Corporation (NBC). Anchored in the Relationship Management Theory, the research addresses the role of PR in achieving goals, competitiveness, and effective crisis management. A descriptive survey design was adopted, and data were collected from a random sample of 120 employees of the NBC using a questionnaire. Data analysis utilized Percentages, Mean, Standard Deviation (SD), and the independent t-test. The findings revealed that effective PR practices have strong and positive effects on organizational performance, enabling the firm to attain competitiveness and outmaneuver rivals. Specifically, the results confirmed a significant positive relationship between PR and performance. Furthermore, the study found that managers can increase the firm's overall capacity by addressing unmet employee needs and communicating them to the PR committee. Hypotheses testing showed no significant difference in the mean ratings of opinions between male and female staff, or between top-management and other staff regarding the effects of PR. The study identifies challenges like poor public relations management and the neglect of professional PR advice as factors hindering effective performance. The research concludes that strategic PR is a powerful and indispensable tool for enhancing company image and organizational performance.