Abstract:
This study sought to investigate the role of public relations strategies on building brand recognition among small and medium-sized enterprises in Uganda. The specific objectives of the study were; to examine the role of PR strategies in building brand recognition; to explore the effects of communication strategies in building brand recognition; to explore the effects of media relations in building brand recognition. This mixed method study received 156 responses to the questionnaires which were analyzed using SPSS version 26 and saturation attained by the 9th interview, data which was analyzed using NVIVO version 12. Statistics showed that Media relations had the strongest correlation to Brand recognition at r=.522, p=.000, the second strongest variable was Communication strategies at r=.481, p=.000, while the third strongest factor was PR strategies which attained a correlation of r=.280, p=.000. Qualitative findings indicate that most of the SMEs in Uganda seemed to be lagging in their application of PR while those that use PR have been enjoying numerous benefits. This study recommends that; organizations should position themselves as thought leaders and intentionally share knowledge through these PR channels making the brand more recognizable. SMEs should establish a uniform brand voice where all PR efforts carry the same idea to be more recognizable. Thirdly, SMEs in Uganda need to build strong relationships with the media and intentionally make appearances on various media platforms. More studies would need to be conducted on how larger firms in Uganda conduct PR and how PR helps in recovery from crisis. Overall, there is a very big potential for PR to create brand recognition that will lead to the sustainability of SMEs. SMEs in Uganda should institutionalize PR to be able to reap benefits through brand recognition, which eventually translates to sales and revenues.
