Impact of Public Relation on the Marketing of Consumer Goods in Auchi Metropolis

Abstract
This study examines the impact of public relations on marketing practices in Auchi Metropolis.The primary objective is to explore how businesses utilize public relations strategies and the extent to which these strategies influence customer perception, brand image, and customer loyalty. Specifically, the study seeks to assess the extent to which public relations strategies are adopted by businesses in Auchi; evaluate the influence of public relations on customer perception and brand image; and determine the effect of public relations on customer loyalty and retention.
The research adopted a descriptive survey design. Data were collected through structured questionnaires administered to selected business owners, marketing managers, and customers in Auchi Metropolis. The responses were analyzed using descriptive and inferential statistics to determine the relationship between public relations practices and marketing outcomes.
Findings revealed that public relations strategies are moderately adopted by businesses in Auchi, primarily through media relations, community engagement, and brand storytelling. The results also showed that effective public relations significantly influence customer perception and enhance brand image. Furthermore, public relations activities such as consistent communication and corporate social responsibility were found to play a vital role in improving customer loyalty and retention.
The study concludes that public relations are a critical component of marketing strategy that enhances business visibility, strengthens customer relationships, and fosters long-term brand loyalty. It recommends that businesses in Auchi should invest more in structured and strategic public relations practices to improve marketing performance and competitive advantage. It was recommended among others that businesses should fully integrate PR functions into their overall marketing plans to improve visibility and customer trust.