The Role Of Public Relations In Building A Sustainable Corporate Image A Case Study Of Mtn Uganda

ABSTRACT

The study: The Role of Public Relations in Building a Sustainable Corporate Image. A study of MTN Uganda was set out to investigate how public relations can be used to build and sustain the corporate image. Consequently, the researcher employed the survey research method to investigate. Findings revealed that public relations can build and sustain MTN Uganda’s corporate image, although MTN Uganda has not recognized other public relations strategies but is confine to customer relations services. It further shows that, the MTN Uganda has not really involved in community relations services. As a result, the community members could not appreciate the kind of relationship that exists between the agency and its host community. Based on these findings, the study concludes that for public relations to be very effective in building and sustaining MTN Uganda’s corporate image, the bureau should embark on different programmes, knowing that image building is not a product of just one good action but a totality of good practices put forth by an organization. It finally recommends among others that the agency should accord greater recognition of public relations by establishing an in-house department with qualify professional staff who would ensure efficiency in initiating and executing tactical public relations programmes that will give surety to the bureau’s image. Also opinion research should be constantly carried out to understand the publics’ perception of the bureau and to evaluate the efficacy of the existing programmes which will help the bureau or to either maintain or change its programmes