TITLE PAGE

EFFECT OF PUBLIC RELATIONS ON PERFORMANCE OF

CHICKEN REPUBLIC, KADUNA

BY
CHRISTIANA YOHANNA
CBMS/22/HND/1097

BEING A RESEARCH PROJECT SUBMITTED TO THE

DEPARTMENT OF BUSINESS ADMINISTRATION AND
MANAGEMENT,
COLLEGE OF BUSINESS AND MANAGEMENT STUDIES, KADUNA
POLYTECHNIC, KADUNA
IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE
AWARD OF HIGHER NATIONAL DIPLOMA (HND) IN BUSINESS
ADMINISTRATION AND MANAGEMENT

NOVEMBER, 2024
DECLARATION

I hereby declare that this project was written by me under the guidance and

supervision of MAL. USMAN M. KANDI of the Department of Business

Administration and Management, Kaduna Polytechnic. I have neither

copied someone's work nor has someone's else done it for me. All

references made to published litreature have been duly acknowledged.

CHRISTIANA YOHANNA ___________ ____________

CBMS/22/HND/1097 Signature Date

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 APPROVAL PAGE

This is to certify that “Effect of Public Relations on Performance of

Chicken Republic, Kaduna” was written by me CHRISTIANA
YOHANNA with registration number CBMS/22/HND/1097 has been read
and approved as having met the requirement govering the preparation and
presentation of project in Kaduna Polytechnic. Its is hereby approved for its
contribute to knowledge and literary.

MAL. USMAN M. KANDI __________ ___________

PROJECT SUPERVISOR Signature Date

MRS. AISHATU .A. ABDULHAMID ___________ _____________

PROJECT COORDINATOR Signature Date

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HAJ. HAFSAT YAHAYA YAURI ___________ ___________
HEAD OF DEPARTMENT Signature Date

EXTERNAL EXAMINER ___________ ___________

Signature
Date
DEDICATION

This research project work is dedicated to Almighty God.

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 ACKNOWLEDGEMENT

First and foremost, my sincere thanks and gratitude goes to Almighty God for

giving me the opportunity of becoming what I am today, and had made it

possible for me to overcome all the hurdles, up to this happy moment.

I would also like to express my sincere appreciation to my supervisor

Mal. Usman M. Kandi for his guidance and cooperation throughout this

research work. I also want to acknowledge the effort of my project

coordinator

My gratitude goes to my lovely parent Mr. and Mrs. Yohanna and my

siblings whose prayers, care and family support have seen me up to this

level of my academic career, and to them i shall always be indebted.

Mrs. Aishatu .A. Abdulhamid for her immense contribution to the successful

completion of this project work.

At this juncture, I found it necessary to express my sincere appreciation to my

able lecturers of the Department of Business Administration and

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 Management, headed by Haj. Hafsat Yahaya Yauri for giving me the

necessary skills, advice, encouragement and knowledge.

A special vote of thanks goes to my lovely friends and all my well-wishers and
my course mate for their prayers, support and advice throughout my
academic pursuit.

ABSTRACT
This study was to examine "Effect of Public Relations on Performance of
Chicken Republic, Kaduna". The objectives of the study were: to examine
the impact media relation on performance in chikun local government area,
Kaduna and to find out the impact of crisis management on performance in
chikun local government area, Kaduna. To achieve the stated objectives, the
survey research design was use for the study. The population of the study
consists of 334 indiigenes of chikun local government area Kaduna state. A
sample size of 181 respondents was drawn for the study. The random
sampling technique was used for the study. Based on the findings that the
financial performance PR activities contributed to noticed increase in sales
and profitability over the study period. it was concluded that the public
relation play a critical role in enchancing the performance of Chicken
Republic in Kaduna. Hence recommended that the chicken republic should
train its employees on advanced PR strategies to ensure consistent and
effective communication with stakeholders.

TABLE OF CONTENTS
Title Page - - - - - - - - -
i
Declaration- - - - - - - - - -
ii

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 Approval Page- - - - - - - - -
iii
Dedication - - - - - - - - - -
iv
Acknowledgement- - - - - - - -
v
Abstract - - - - - - - - -
vi
Table of Content- - - - - - - - -
vii
CHAPTER ONE: INTRODUCTiON
1.1Background to the study- - - - - - - 1
1.2Statement of the problem - - - - - - 3
1.3 Objectives of the Study- - - - - - - 4
1.4Research Question - - - - - - 4
1.5 Significance of the Study - - - - - - 4
1.6 Scope of the Study - - - - - - - -
6
1.7 Limitation of the Study - - - - - - 6
1.8 Definition of Terms - - - - - - -
7
CHAPTER TWO: LITERATURE REVIEW
2.1Introduction- - - - - - - - - -
9
2.2Concept of Public Relations - - - - - 9
2.3Dimensions of Public Relations - - - - - 10
2.3.1 Media Relations - - - - - - - - 10
2.3.2 Concept of Crisis Management - - - - - 11
2.3.3 Concept of Community Relations - - - - 12

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 2.4Concept of Organizational Performance - - - - 12
2.5Organizational Structure - - - - - - -
14
2.6Impact of Public Relations on Organizational Performance 14
2.7Factors Hindering the Practice of Public Relations - - 18
2.8 Empirical Review of Related Studies - - - 20
2.9Theoretical Framework - - - - - - -
23
2.9.1 Relationship Management Theory - - - - 23
2.10 Summary of the Chapter - - - - - -
24
CHAPTER THREE: RESEARCH METHODOLOGY
3.1Introduction- - - - - - - - - - -
26
3.2Research Design- - - - - - - - -
26
3.3Area of the Study - - - - - - - -
26
3.4Population of the Study - - - - 27
3.5Sampling Size and Sampling Techniques - - - 27
3.6Instruction of Data Collection - - - - -
27
3.7Validity and Reliability of instruments - - - - 28
3.8Method of Data Collection - - - - - 28
3.9Method of Data Analysis - - - - - 28
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Introduction- - - - - - - - - -
30

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 4.2 Characteristics of Respondents - - - - -
30
4.3 Data Presentation and Analysis - - - - - 31
4.4 Summary of Findings- - - - - - - -
35
4.5 Dicussion of Findings- - - - - - - -
35
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATiONS
5.1Summary- - - - - - - - - -
38
5.2Conclusion- - - - - - - - - -
40
5.3Recommendation- - - - - - - -
40
Reference

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Organizational performance is the result of an organization as measured against its

intended goals and can be defined both financially and non-financially. According to

Kaplan and Norton (2023) the Balanced scorecard is one of the recognized and

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established tool used in measuring the financial and non-financial performance by

assessing the performance of a firm from four different perspectives namely: learning

and growth, internal processes, customer and financial. Public relations’ strategic

management function has been recognized as facilitating the formulation of

organizations strategies to enhance organisation performance (Plowman, 2019)

According to Mohd and Hamdan (2018), the practice of public relations is an

important role to the organization as it seeks to attract customers, generate interest on

investments, improve financial performance, enhance the image of talented

employees, improve return on assets of the organization, creating a competitive

advantage and gain a positive view of financial analysts. In building an

Organisation-Public Relationship (O-PR), public relations professionals must evolve

a participatory communication scheme in which the internal and external publics of

the organisation recognise input and create a multi-dimensional flow of information

to ensure positive organisational performance (Mohd & Hamdan, 2018).

Public Relation is a critical tool for enhancement of employee performance,

establishing, fostering and developing growth and stability in any organization

(Austin & Pinkleton, 2021). Furthermore, Michnik (2019) stressed that public

relations concerns the total communication of any organization. In a time when

information is being regarded as power (Ofuani et al., 2018; Paul, 2016) it is

important that communication channels and PR practices are updated to meet both

routine and critical needs of organizations especially private organisation (Adagala &

Michael, 2020).

The organizational Public Relations industry has about two key resources which

include the management and employees, which are considered as the factors of

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service production, while information and communication are the raw material and

the internal and external publics are the market for information and communication

services (Ofuani, 2018). Public relations (PR) in the context of organisation

performance are defined as a planned and systematic management function to help

improve the organisation performance (especially private organisation) (Agwi, 2018).

However, every employee in the organization needs to practice excellence of public

relations for the success the vision and mission of the organization.

Accordingly, every employee in the manufacturing sector especially in chicken

republic, Kaduna practice relations with excellence because the staffs are individuals

who are responsible to deliver information and services to the community as well as

the success of the organization's objectives, mission and vision of the organization

(Plowman, 2019). Chicken republic, Kaduna is a registered Nigerian Agroallied

processing company, incorporated on the 28th of September, 1999, in Chicken

republic, Kaduna (James, 2020).

The company deals with processing of cassava, Wholesale bakery, Quick Service

Restaurant (QSR) and agricultural cooperative. Some of the brands include Chicken

republic, Kaduna. Moreover, Chicken republic, Kaduna is one of the biggest

enterprise in Ondo State that has establish its fame in the heart of the general public

through effective management plan. Chicken republic, Kaduna as a manufacturing

organization that serve and provide goods to the public, evaluation and critique of all

the activities carried out are in most cases not spared especially through effective

public relation management.

In fact, Yaeger and Sorensen (2019) asserted that the key role of organisation

performance is to strike a balance between the goals and mission of the organization

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 and the organization’s ability to achieve its mission and objectives through effective

public relations. Base on the aforementioned, this paper examined the impact of

effective public relations on organizational performance with a focus on Chicken

republic, Kaduna.

1.2 Statement of the Problem

The fact that effective public relations can ensure positive organizational performance

cannot be override based on the veritable role of Public Relations in achieving mutual

relationship within an organisation and its target audience in general (Plowman,

2019). Hence, effective public relation is paramount in order to ensure positive

organizational performance. Several studies have been undertaken concerning the

communication between a firm and its stakeholders. A study by Rehman (2020) on

using public relations to strengthen relationships with different stakeholders showed

that relationships ensure corporations have minimum conflicts with stakeholders and

maximum loyalty from all stakeholders. Based on the above, it could be noted that,

Public Relations play a vital role in organizational performance. However, studies

have shown despite the presence of public relations, most organizations perform

below expectation. The reasons for this poor performance cannot be specifically

identified (Okwelle, 2020). Therefore, this study seeks to evaluate the impact of

effective public relations on organizational performance, especially with a study of

Chicken republic, Kaduna.

1.3 Objectives of the Study

The main objective of the study is to examine the effect of public relations strategy

on performance of Chicken republic of Kaduna State

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The specific objectives are:

i To examine the impact media relation on performance in Chicken republic,

Kaduna.

ii To find out the impact of crisis management on performance in Chicken republic,

Kaduna

iii To determine the impact of community relation on the performance in Chicken

republic, Kaduna.

Research Questions

In achieving the stated objectives, the following research questions will be

considered:

i What are the impact media relation on performance in Chicken republic, Kaduna?

ii What are the impact of crisis management on performance in Chicken republic,

Kaduna?

iii What are the impact of community relation on the performance in Chicken

republic, Kaduna?

1.5 Significance of the Study

This study provides valuable insights into how public relations strategies can

improve performance in government institutions, specifically in the context of

Chicken republic (LGA) in Kaduna State. The findings hold particular relevance for

various stakeholders:

 Government Agencies: Government bodies can use the insights from this

study to enhance communication and transparency in their operations.

Effective public relations strategies can help establish trust, reduce

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 misunderstandings, and improve service delivery, contributing to a more

efficient and responsive governance structure.

 Policy Makers: For policy makers, this study underscores the importance of

integrating public relations strategies into policy frameworks. By

understanding how these strategies affect public perception and organizational

performance, policy makers can draft guidelines that encourage positive

engagement and build strong relationships with the community.

 Academia: Scholars and academics gain a valuable case study on the

application of public relations within a governmental context. The study

contributes to the existing body of knowledge, aiding in the development of

academic curricula that focus on practical applications of public relations in

the public sector.

 Researchers: Researchers exploring similar topics can use the findings as a

reference point or basis for comparative studies. This study’s approach and

insights provide a foundation for further exploration of public relations

strategies and their impacts on government efficiency and citizen engagement.

 Students: For students, especially those studying public relations,

communication, or public administration, this study offers practical examples

of how theoretical concepts apply in real-world government settings. It

enhances their understanding of how public relations strategies can influence

organizational success within the public sector.

1.6 Scope of the Study

The scope of this study is confined to examining the impact of public relations

strategies on the performance of chicken republic, Kaduna State. The research

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focuses specifically on the strategies used by this chicken republic, Kaduna to engage

with the community, manage its reputation, and address public concerns. The study

also considers how these strategies affect service delivery, transparency, and

accountability.

The period covered in this study is primarily the recent years during which chicken

republic, Kaduna has implemented noticeable public relations efforts. By

concentrating on this timeframe and location, the study provides a focused view of

the current situation, making the findings relevant and directly applicable to chicken

republic, Kaduna public relations framework. The study covers the period of 2022-

2024.

1.7 Limitations of the Study

This study faces several limitations:

 Geographical Limitation: The findings are specific to chicken republic,

Kaduna State and may not be entirely generalizable to other regions or local

government areas. The strategies and results observed here may vary

significantly in different cultural or administrative contexts.

 Time Constraint: The study is limited by the time frame in which it was

conducted, capturing only a snapshot of the public relations efforts and their

effects. Longer-term changes in public perception or performance

improvements may not be fully represented.

 Data Accessibility: Access to detailed and comprehensive data from the

government officials or local agencies was restricted, potentially affecting the

depth of the analysis. Some information on public relations expenditures or

specific strategic approaches was limited or unavailable.

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  Response Bias: Since part of the study involves gathering insights from

government officials and the public, there may be biases in responses due to

respondents’ personal opinions or perceptions of government performance.

1.8 Definition of Terms

 Public Relations Strategy: A planned effort by an organization, particularly

government bodies, to create and maintain a favorable public image and

communicate effectively with its stakeholders. In the context of this study, it

refers to chicken republic, Kaduna methods of engaging the public to improve

perception and support for its activities.

 Performance: The effectiveness and efficiency with which chicken republic,

Kaduna delivers its services, fulfills its mandates, and meets the expectations

of its residents. Performance in this study includes service delivery,

transparency, and accountability.

 Government Agency: A public sector organization tasked with administrative

or regulatory responsibilities.

 Community Engagement: Activities and efforts by chicken republic, Kaduna

to involve residents in decision-making, foster public participation, and keep

them informed about government initiatives. It is an essential part of the

public relations strategy aimed at improving relationships with the public.

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 CHAPTER TWO

LITERATURE REVIEW

2.1 Introduction

This chapter discuses the review of related literature on the effect of public relation

strategy on performance of an organization. The chapter is segmented into

conceptualization, empirical review. Theoretical framework and summary of the

chapter.

2.2. Concept of Public Relations

Public Relations practice involves the planned and sustained efforts to establish and

maintain mutual understanding between an organization and its public (Oyewunmi,

2019). Public Relations as a discipline is also seen as the activities that foster and

encourage a meeting point for service users, service receivers and staff and

management of an organization (Bruning, 2019). Public Relations activities include

all efforts mobilized towards a mutual relationship within and outside systems in an

organization, which is largely facilitated and coordinated under the principles of

communication. Hence, communication becomes a pivotal tool through which public

relation and its activities are realized (Otubanjo, 2019).

Furthermore, Public Relations has been defined as a distinctive management function

which helps establish and maintain mutual lines of communication, understanding,

acceptance and co-operation between an organization and its publics; involves the

management of problems or issues; helps management to keep informed on and

responsive to public opinion; defines and emphasizes the responsibility of

management to serve the public interest; helps management to keep abreast of and

effectively utilize change; serves as an early warning system to help anticipate trends;

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and uses research and ethical communication technique as its principle tools

(Suzanne, 2018). This definition comprehensively encapsulates the functions of PR

and its essence in every kind of organization.

Importantly, the concept management as key to effective Public Relations (Otubanjo

2020) has been emphasized in the above definition, taking into cognizance the

complexities that usually surround humans and their relationships (Suchan, 2020).

This prompted Ngozi, Malachy, Christy, Ngozi, and Prince (2019) to argue that the

traditional notions that regard mere communication as a focus and function of public

relation is obsolete in this modern age. Furthermore, Grunig (2020) posit that PR has

an expanded scope that transcends mere communication to include building

productive relationships. However, as mentioned earlier, Macnamara (2021)

considers Public Relations as mainly a managerial concept, aimed to produce

effective systems with functional components. PR also involves broader purviews of

building and sustaining relationships with important personalities, for the purpose of

harnessing quality measures that would appropriately disseminate information and

bring about wider coverage of services, regardless of time and space (Falola, 2018).

2.3 Dimensions of Public Relations

The following are the dimensions of public relation.

2.3.1 Media relations

Media relations, crisis management, and community relations represent foundational

dimensions of public relations (PR), each contributing uniquely to building and

sustaining an organization’s reputation. Media relations, as a core element, involves

establishing positive interactions with media professionals to facilitate favorable and

accurate coverage. It encompasses developing press releases, organizing press events,

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and maintaining a reliable line of communication with journalists and editors.

According to Smith (2022), effective media relations enable organizations to shape

narratives around their activities, enhancing credibility and audience reach. By

securing earned media coverage, organizations gain the trust of the public through

third-party endorsements, which are generally perceived as more credible than direct

advertising (Jones & Smith, 2023). Furthermore, media relations are crucial during

both routine and high-stakes situations, ensuring that information is relayed promptly,

accurately, and effectively. With the growing influence of digital media, the scope of

media relations has expanded to encompass online media outlets and influencers,

highlighting the need for adaptability in PR strategies (Brown, 2023).

2.3.2 Concept of Crisis management

Crisis management, another essential PR dimension, focuses on preparing for and

responding to potential threats that could harm an organization’s reputation or

operations. A well-defined crisis management strategy includes identifying potential

risks, preparing a response plan, and designating spokespersons to communicate on

behalf of the organization. As noted by Ahmed and Patel (2023), crisis management

is crucial because it directly influences public perception and organizational

resilience. In moments of crisis, organizations that respond quickly and transparently

are more likely to retain trust and recover effectively. For instance, a well-executed

crisis response addresses stakeholder concerns, minimizes reputational damage, and

demonstrates accountability. Research by Johnson (2023) indicates that timely and

transparent communication is critical in controlling the narrative and preventing

misinformation from spreading. Moreover, the increasing prevalence of social media

makes crisis management even more complex, as organizations must monitor public

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sentiment in real time and address issues before they escalate. Having a

comprehensive crisis communication plan ensures that the organization can respond

swiftly to protect its image and maintain stakeholder confidence (Smith, 2022).

2.3.3 Concept of Community Relations

Community relations, a vital component of PR, involves building meaningful

relationships between an organization and the community it operates in. This

dimension of PR aims to foster goodwill, support social responsibility, and strengthen

local ties through various initiatives, such as sponsorships, charitable contributions,

and active participation in community events. According to Green and Miller (2023),

community relations programs demonstrate an organization’s commitment to societal

welfare, thereby enhancing its reputation and earning the loyalty of local

stakeholders. Positive community relations also create a supportive environment for

the organization, as community members are more likely to support and defend an

organization that visibly contributes to their well-being (Clark, 2023). Engaging with

the community further allows organizations to understand local concerns and adapt

their strategies accordingly, aligning their corporate goals with the interests of their

immediate environment. This alignment is increasingly essential as consumers and

stakeholders favor organizations that demonstrate social responsibility and active

community engagement (Jones & Lee, 2023).

2.4 Concept of Organizational Performance

Firm performance refers to how well an enterprise achieves their objectives (Hooley,

& Greenley, 2020). Firm performance can be assessed by a firm’s efficiency and

effectiveness of goal achievement (Noe 2019). Hancott (2019) indicates that firm

performance is measured using indicators such as profit growth rate, net or total

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assets growth rate, return on sales, shareholder return, growth in market share,

number of new products, return on net assets, etc. In addition, Tippins and Sohi

(2019) propose firm performance is measured on four dimensions: relative

profitability, return on investment, customer retention, and total sales growth.

Griffins (2020) on the other hand describe organizational performance as the

organization’s ability to acquire and utilize its scarce resources as expeditiously as

possible in the pursuit of its firm performance.

According to Alam (2022) firm performance is a multidimensional construct that

consists of four elements which include;

(i) customer-focused performance, including customer satisfaction,

and product or service performance;

(ii) financial and market performance, including revenue, profits,

market position, cash-to-cash cycle time, and earnings per share;

(iii) human resource performance, including employee satisfaction; and

(iv) organizational effectiveness, including time to market, level of

innovation, and production and supply chain flexibility. Measures

of financial performance include return on assets (ROA), return on

equity (ROE), earnings per share and any market value ration that

is generally accepted.

Generally, the financial performance of banks and other financial institutions has

been measured using a combination of financial ratios analysis, benchmarking,

measuring performance against budget or a mix of these methodologies (Ahmad,

2012).

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2.5 Organizational Structure

Lerbinger (2019). Organizational structure can, of course, have an impact on

communication because of the reporting structures and flow of information in the

organization. In an organization with a production component, such as any

manufacturing-based organization, a more complex understanding of the organization

begins to emerge. Lindenmann, W. (2013). Most organizations of this type would

have a very wide base of hourly production workers reporting to the CPO, as well as

numerous supervisors and administrative staff of various kinds and levels throughout

the chart. Simplifying it to the direct reporting relationships involved in the

management chain of command allows us to see how the corporate communication

function both reports to the CEO and interacts with the rest of the dominant coalition

across functional areas.

2.6 Impact of Public Relations on Organisational Performance.

According to Szilagyi, (2021), Regardless of how effective an organization is, it

doesn't have the desired impact if the public and consumers are not aware of the

business's brand, successes or contributions. A public relations campaign that

educates and informs people about the contributions of the organization enhances its

brand recognition and makes it more relevant in the public eye. However, not only

to the organization, but public relations also have a great impact on its employees as

below;

Public Image Strategy; Public relations strategists will work with top executives in

the organization to craft an overview of how the company wants to be perceived,

and how it is going to project a positive image. This can involve focusing in on

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exactly the right message, and then deciding on the broad outlines of a campaign to

disseminate that message (Steinberg, 2019).

Outreach Events; Public relations professionals often arrange events to raise the

profile of the organization or lend its brand and name to a charitable event that

represents the philosophy of the company. Think of a corporation sponsoring a

Special Olympics event, or a hospital organizing a health outreach day in its town

(Wayne, 2019).

Media Relations; Talking with the media is a core function of public relations

departments. Public relations professionals field questions from reporters, arrange

for interviews with key individuals in the organization and write press releases to

make the media aware of company events or achievements (Dauwalder, 2019).

Handling Emergencies; Sometimes a company or organization is struck by a

disastrous event that ruins its public image. This might be an oil company that has to

deal with a high profile spill, or a food company that has a contamination event.

Public relations professionals decide how the organization will repair the damage to

its image, communicate how it is dealing with the problem and regain control of its

message (Szilagyi, 2021).

Innovation; A public relations initiative that touts a small business's innovations can

attract attention, investors and potential business partners. Regular forms of

communication in the form of feature news articles, public appearances and

presentations, and service on expert industry panels establish a small business's place

in their industry's spotlight (Weihrich, 2023). This positive perception can help

improve overall effectiveness by demonstrating the company's ongoing successes.

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Internal Perceptions; Internal public relations campaigns have the potential to

bolster staff morale, improve communications and motivate employees. Public

relations efforts that keep all employees in the loop about company activities and

strategic plans and invite feedback can get significant buy-in from employees. This

can make them more supportive of the company's efforts and more effective

performing their jobs (Koontz, 2021).

Agreeing Akintayo (2020) the connection between representative responsibility and

efficiency isn't built up. The agreement on this, be that as it may, is that over the long

haul duty prompts expanded profitability. The most grounded ramifications of the

majority of the exploration is that the two factors, responsibility and execution, are

generally free of each other. It appears there are two conceivable purposes behind

this. The main reason is that in numerous employments varieties, duty can't prompt

varieties in profitability (Bin, Ahmed, Shafi & Shaheen, 2021).

Besides, when connections of this sort do show up, the affiliations may in any case be

false, since both might be related with different factors also (Bin, Ahmed, Shafi &

Shaheen, 2021). At the end of the day, duty and efficiency might just have to a great

extent isolate easygoing ways, one arrangement of components interest in innovation

decides profitability, another set apparent value of prizes produces representative

responsibility (Akintayo, 2020).

Efficiency increments as an association proceeds to discover better approaches to

utilize less assets keeping in mind the end goal to deliver its yield. In a business

domain in any case, profitability change is basic for long-run achievement of the

organization (Bin, Ahmed, Shafi & Shaheen, 2021). A broadly acknowledged

suspicion is that better work environment condition spurs representatives and creates

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better outcomes (Brown, McHardy, McNabb, & Taylor, 2021). Office condition can

be portrayed as far as physical and behavioral parts. These parts can additionally be

isolated as various free factors (Gantasala, 2021).

An association's physical condition and its plan and format can influence worker

conduct in the working environment. Scientists evaluate that upgrades in the physical

outline of the work environment may bring about a 5-10 percent expansion in worker

efficiency (Conway, Edel, Kathy & Monks, 2020). Moreover, the physical condition

is a device that can be utilized both to enhance business results and representative

prosperity (Leblebici, 2022). Guaranteeing sufficient offices are given to

representatives is basic to creating more noteworthy worker duty and efficiency

(Sekar, 2021). The arrangement of lacking hardware and antagonistic working

conditions has been appeared to influence worker duty and aim to remain with the

association. From a security viewpoint, it demonstrates that natural conditions

influence worker wellbeing recognitions which affect upon representative

responsibility (Omar, 2020). Broad logical research has likewise yielded signs

proposing that enhancing working condition brings about a diminishment in various

protests and truancy and an expansion in efficiency (Shapiro, 2018).

In that capacity in the twenty-first century, organizations are adopting a more vital

strategy to natural administration to upgrade their profitability through enhancing the

execution level of the workers. It is clear in the examination discoveries of (Sekar,

2021) that the more fulfilled specialists are with their occupations the better the

organization is probably going to perform as far as ensuing gainfulness and especially

efficiency. The creator further, contends that in the connection between work, the

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work environment and the devices of work, work environment turns into a

fundamental piece of work itself (Sekar, 2021).

The administration that directs how, precisely, will expand worker profitability as it's

revolved around two noteworthy territories of center: individual inspiration and the

framework of the workplace (Sekar, 2021). There are different writings that

characterize diverse elements that impact the execution of the workers, however

scientists clarify the parts of the workplace condition, for example, cooperation as

having been seen to be the segment to have the best impact on profitability and

representative responsibility, and diversion was seen to have the most negative

(Haynes, 2018). Through increases in profitability supervisors can diminish costs,

spare rare assets, and improve benefits.

2.7 Factors Hindering the Practice of Public Relations

Several studies has found that communicator expertise was not enough to predict the

best practices of public relations. Dozier (2022). There had to be shared expectations

between the communications function and senior management or dominant coalition.

If the chief executive officer (CEO) and other top managers expect the public

relations function to be strategic and contribute to the organization’s bottom-line

goals, they often require and support practices that included research and strategic

planning and management rather than simply press releases and media placement.

Such demand for advanced, two-way communication influences the actual practice in

these organizations. It requires hiring and retaining professionals who can conduct

research and analyze data that allows for more strategic practices (Dozier, 2022).

2.8 Empirical Review of Related Studies

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Sekar (2024) carried out a study on the impact of Media Relations on Customer Trust

in Retail Firms. A study conducted in Lagos focused on the impact of media relations

in retail organizations, analyzing 150 firms with a sample of 50 chosen through

random sampling. Findings revealed that consistent media engagement led to a 25%

increase in customer loyalty, as customers perceived firms with active media

relations as more transparent and trustworthy. This trust translated into stronger brand

loyalty and higher sales.

Sekar, (2023) carried out a study on the impact of Community Engagement and

Performance in SMEs. This study investigated 300 small and medium-sized

enterprises (SMEs) in Northern Nigeria, with a sample of 120 firms. Researchers

found that companies actively engaged in community activities, such as sponsorships

and local partnerships, saw a 30% rise in customer retention and loyalty. SMEs that

invested in community relations fostered goodwill, enhancing their reputation and

overall performance.

Shapiro (2024) carried out a study on the impact of Crisis Communication and

Recovery in Manufacturing firms. A study of 200 manufacturing firms in Abuja, with

a sample of 75, revealed that firms with crisis communication plans were able to

recover from crises 50% faster than firms without such plans. Crisis management

was linked to increased resilience and minimized reputational damage, helping firms

maintain operations and customer trust even during disruptions.

Leblebici (2023) carried out a study on the impact of Social Media and Customer

Engagement in Financial Institutions in Nigeria. This study focused on the use of

social media for PR by 50 banks across Nigeria, with a sample of 25 banks. The

study found that banks with dedicated social media teams experienced a 20%

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increase in customer engagement. Banks that responded to inquiries and provided

updates via social media saw improved customer trust and loyalty, showing that

social media can be an effective PR tool for financial institutions.

Omar, (2024) carried out a study on the impact of Internal PR Strategies and

Employee Morale in Public Sector. This study in Kaduna focused on public sector

departments, examining 100 departments with a sample size of 30. Departments with

internal PR initiatives to engage employees saw increased job satisfaction and

productivity. Enhanced employee morale translated to improved service delivery,

showing a direct link between internal PR and organizational performance.

Shafi (2024) carried out a study on the impact of Transparency and Public Trust in

Government PR (2012-2023): This long-term study analyzed government agencies in

three Nigerian states, with 40 departments sampled. Findings indicated that

transparent media relations correlated with increased public trust. Government

agencies that regularly communicated through media outlets and addressed public

concerns saw a 35% rise in approval ratings, highlighting the importance of

transparency in PR.

Akintayo, (2024) carried out a study on the impact of Crisis Response and Customer

Retention in Technology Startups. A study of 120 tech startups in Nigeria, with a

sample of 50, found that companies with pre-planned crisis communication strategies

experienced quicker reputational recovery during crises. Firms that addressed

customer concerns promptly and transparently maintained customer loyalty and

mitigated damage to their reputation.

Bin (2024) carried out a study on the impact of Media Engagement in

Telecommunications companies in Nigeria. This study of 60 telecommunications

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firms, with a sample of 30, revealed that firms investing in media relations saw a

15% increase in customer satisfaction. Proactive communication through press

releases and media briefings helped telecommunications firms maintain a positive

public image.

Brown (2024) carried out a study on the impact of Corporate Social Responsibility

(CSR) as PR in the Oil Industry. Examining 100 oil companies in Nigeria, with a

sample size of 45, this study found that companies engaged in CSR initiatives

reported higher levels of public support and lower levels of community opposition.

CSR efforts improved corporate reputation, reduced conflicts, and enhanced

operational efficiency.

Gantasala (2024) carried out a study on the impact of Brand Image Enhancement

through PR in the Hospitality Sector. A study on 80 hospitality firms in Abuja, with

40 firms sampled, showed that PR strategies focused on customer experience and

brand storytelling improved brand perception by 30%. Hotels and restaurants with

positive media coverage and customer testimonials attracted more patrons and

enhanced their competitive standing.

Conway (2024) carried out a study on the impact of Reputation Management in

Banking. In a study involving 60 banks, with 30 sampled, researchers found that

banks with reputation management strategies, such as addressing customer

complaints and improving service delivery, experienced a 20% increase in customer

satisfaction and loyalty.

Sekar (2023) carried out a study on the impact of PR Strategy and Crisis Mitigation

in the Aviation Industry. This study of 50 airlines, with a sample of 25, found that

airlines with robust crisis communication plans were able to maintain customer

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loyalty during operational crises. PR strategies like transparent communication and

customer reassurance contributed to improved brand resilience.

Shapiro (2024) carried out a study on the impact of Community Relations and Local

Support in Agricultural Firms. A study of 200 agricultural firms in Kaduna, with 75

sampled, found that firms involved in local community activities gained higher

community support and reduced opposition. Community relations were associated

with stronger relationships with local stakeholders, which improved organizational

performance.

Brown (2024) carried out a study on the impact of Employee Engagement through

PR in Retail. In this study on 90 retail firms, with 40 sampled, findings showed that

internal PR activities promoting employee engagement increased job satisfaction and

productivity by 25%. Improved employee morale led to better customer service and,

consequently, increased customer retention.

James, (2023) carried out a study on the impact of Brand Loyalty through Consistent

Media Relations in Consumer Goods. This study examined 70 consumer goods

companies in Lagos, with a sample of 30, and found that consistent media relations

and product updates fostered a loyal customer base. Customers felt more connected

to brands that regularly communicated through media channels.

Ojo, (2024) carried out a study on the impact of Transparency in Crisis Response for

Financial Stability. A study involving 100 finance firms in Abuja, with a sample of

45, revealed that firms with clear crisis communication plans were able to stabilize

quickly after financial downturns. Transparency in crisis response was linked to

retaining investor trust and minimizing financial losses.

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Amstrong (2023) carried out a study on the impact of Social Media and Customer

Feedback in E-commerce. This study of 150 e-commerce businesses, with a sample

size of 50, highlighted that active social media engagement led to improved customer

satisfaction and loyalty. Firms that responded quickly to feedback on social media

saw a 15% increase in repeat customers.

James (2024) carried out a study on the impact of Community Involvement and

Public Support in Non-Profit Organizations. A study on 120 non-profits, with 50

sampled, revealed that organizations involved in community improvement initiatives

gained increased public support and donations. Community involvement was a key

factor in building trust and enhancing public perception.

Akintayo (2024) carried out a study on the impact of Crisis Management’s Impact on

Brand Resilience in the Automotive Industry. This study of 80 automotive firms, with

a sample of 30, found that firms with crisis management protocols managed to retain

customer loyalty and brand reputation during product recalls. Clear communication

and responsibility acknowledgment were key in mitigating negative impacts.

Jones (2024) carried out a study on the impact of PR Strategies and Market Growth

in Startups. Examining 100 startups across Nigeria, with a sample size of 40, this

study found that startups with PR strategies focused on brand storytelling and

customer engagement grew faster than those without such strategies. Startups that

maintained open communication and addressed customer concerns gained a loyal

customer base.

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2.9 Theoretical Framework

2.9.1 Relationship Management Theory

Relationship management theory was advanced by Elton (2020) who by combining

exchange theory and dialectical perspectives, agreed with earlier works by Baxter

that a relationship is an ongoing process and that the relationships development is

affected by the state of the previous process. An organizations relationship and

involvement with the public starts when an organization realizes its interdependence

with other units in the institutional environment appreciates the role that each of the

stakeholders play in an effective operation of the firm. Hence the types of

relationship that an organization wishes to develop with its public determine the use

of the cultivation strategies though the types of the relationship that ensue might be

different from the original expectations that the organization expected (Feddersen &

Gilligan, 2021).

This theory becomes so relevant to this study based on it justification about the

developmental impact of effective and mutual relationship in an organisation.

Relationship management theory is of the notion that all the stakeholders in an

organisation must ensure effective or mutual relationship in order to enhance positive

performance in an organistion. Hence, the above assertion place public relations in

every organisation in undeniable position to maintain mutual relationship within an

organisation in order to ensure positive organisation performance so as to attain

organisation goals and objectives.

2.10 Summary of the Chapter

The literature on the effect of public relations (PR) strategy on organizational

performance, particularly in the context of Chicken republic (LGA) of Kaduna State,

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underscores the significant impact of effective PR practices on governance and public

perception. Studies indicate that well-crafted PR strategies enhance transparency,

trust, and community engagement, which in turn improve organizational performance

(Adebayo, 2022). PR activities such as regular communication, public feedback

mechanisms, and strategic media use help bridge the gap between the government

and its citizens.

Research highlights that when PR is proactive and inclusive, it fosters a supportive

public atmosphere that can facilitate smoother policy implementation and promote

positive outcomes (Nwankwo & Ibrahim, 2021). Conversely, poor PR practices can

lead to misinformation, mistrust, and a lack of public cooperation, which negatively

affects performance. Effective PR strategies involve consistent messaging, active

engagement, and addressing public concerns promptly. Such approaches improve

service delivery, boost community confidence, and strengthen the overall governance

framework in local government areas like Chikun (Usman & Adewale, 2023).

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 CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Introduction

The effectiveness of every research work, according to Osuala (2015), lies

mostly on the various methods and approaches employed by the researcher in

the conduct of the study. In view of this, this chapter contained detailed

information regarding the various methods and approaches that will be

employed by the researcher for the purpose of this study. The contents of this

chapter, however, it was include: the research design; area of study, population

of the study, sample size and sampling technique; data collection techniques;

validity and reliability of instrument, and method of data presentation and

analysis

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3.2 Research Design

The study will employ the use of survey research design in the conduct of this

study. This form of research design utilizes various survey research tools such

as questionnaire and personal interview, capable of providing the researcher

with adequate and reliable needed data (Usman & Adewale, 2023). It will

however, enable the researcher to cover as much as necessary large portion of

the research population and have access to adequate opinions, suggestions,

ideas and different discoveries on the research topic (Usman & Adewale,

2023).

3.3 Area of the Study

This research work was conducted at Chicken republic of Kaduna State.

3.4 Population of the Study

According to James (2023), The population of the study refers to the

complete set of individuals, items, or elements that share common

characteristics and are relevant to a specific research inquiry. However, the

population of this study consisted of 334 indigenes of Chicken republic of

Kaduna State. The population of the community comprised of male and

female resident of the Chicken republic of Kaduna State.

3.5 Sample Size and Sampling Technique

According to Sample size refers to the number of observations or data points

collected from a population to represent it in a study. The sample size for the

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 study is 181 respondents using Krejcie and Morgan (1970) table for

determining sample size.

However, sampling techniques refer to the methods used to select a subset of

individuals or items from a larger population. The researcher used random

sampling techniques for the study.

3.6 Instruments of Data Collection

The researcher will employ the use of structured questionnaire that allows for

a gradual response. The questionnaire was designed using Likert’s scale rating

of five (5) points ranging from 5, 4, 3, 2, & 1 with a degree of Strongly Agree

(SA), Agree (A), Undecided (U), Disagree (D), and Strongly Disagree (SD)

respectively. The choice of this method is because it is less cumbersome and

non-complex in nature. It allows respondents to choose from options with a

degree of agreeing to the statement or disagree as the case may be. Also, they

are easy to administer and help keep the respondent’s mind fixed to the subject

and facilitate the process of tabulation, analysis and scientific generalizations.

3.7 Validity and Reliability of Instruments

The questionnaire that will be formulated for the purpose of this research work

will be presented to the project supervisor for validation, on which

immeasurable comments and observations was made and necessary

corrections based on the supervisor and two other experts. Observations was

affected on the questionnaire before administering to the studied respondents.

The researcher structured the questionnaire and distribute 20 copies to the

respondents and retrieve them back in order to assess whether the respondents

understand the contents of the questionnaire or not, and make any necessary

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 correction there-from before the administration of the actual questionnaire that

was presented and analyzed for the purpose of this study.

3.8 Method of Data Collection

To avoid bias and ensure orderliness, appropriateness and efficiency in

questionnaire administration, the researcher personally administer the

formulated questionnaire to the respondents randomly. Secondary data will be

collected from journals, newspapers, textbooks etc.

3.9 Method of Data Analysis

The data was collected and presented in tables of frequency showing the

different values of random variables together with their associated or

corresponding frequencies; while the analysis was based on the use of Mean

Score (x) to ascertain the degree of agreement and disagreement of each

statement/variable. The Mean statistical method was made possible with the

Likert’s Rating Scale of 5-1, that is.:

SA Strongly Agreed = 5;

A Agreed = 4;

UD Undecided = 3;

D Disagree = 2; and

SA Strongly Agree = 1.

The formula for mean score is as follows:

Mean (x) = ∑fx/∑f

Where;

f = frequency

x = rating points

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 ∑f= Total frequency

∑ = Summation

5+4+3+2+1 15 =3.00

5 5

Decision rule

With this method, survey statements are either agreed or disagreed with a cut-

off point of 3.00, derived as shown above.

CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1 Introduction

The chapter focused on presentation, analysis and interpretation of data collected

through the use of questionnaire that was distributed to both all staff of Chicken

republic of Kaduna State and administrative staff . This analysis of data is necessary

to bring out the result of the research work done and to enable comment to be made

on data collected and draw conclusion based on it.

4.2 Characteristics of Respondents

The nature of the respondents in this research is characterized by the Chicken

republic of Kaduna State. Their classifications are based on the following;

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 Distribution of Respondents according to Gender
Table 4.1.4
Variable Number of Staff Percentage (%)
Male 100 55.2
Female 81 44.8
Total 181 100
Source: Field survey 2024
From the above information 55.2% were male 100 were male Therefore, majority of
the staff respondents were male.

Distribution of Respondents according to Age

Table 4.1.5

Variable Number Of Staff Percentage (%)

25 – 35 70 38.7
35 – 45 89 49.2
45 – above 22 12.1
Total 181 100
Source: Field survey 2024
From the above information 25 – 35 years 38.7%, 35 -45 years 49.2%, 45 years
above 12.1%. Therefore, majority of the staff respondents were 35 – 45 years.

Distribution of Respondents according to Education

Table 4.1.6

Variable Number Of Staff Percentage (%)

ND/NCE 70 38.7%
Degree/HND 80 44.2%
PGD/Masters 20 11.0%
Doctorate 11 6.1
Total 181 100
Source: Field survey 2024
The analysis indicates that 38.7% of the respondents hold either National Certificate

of Education, while 44.2% are first degree/higher national diploma holders 11.0% are

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 holders of either post graduate diplomas or masters degree and the remaining 6.0%

representing 11 respondents are doctorate This indicate that the number of

respondents to the study are PGD/Masters holder.

4.3 Data Presentation and Analysis

In analyzing the data obtained from the field, the researcher worked out the mean

from the responses to each research the questions.

S/N Variable SA A UD D SD Total Mean Remark

1 Media relations help F 100 61 5 10 5 181 4.3 Agree
disseminate X 5 4 3 2 1 784
information about Fx 500 244 15 20 5 181
government programs,
policies, and initiatives
to residents.

784
Grand Mean = = 4.3 (Agree)
181

Research question 1: What are the impact media relation on performance in Chicken

republic, Kaduna?

Table 4.3.1:

S/N Variables SA A UD D SD Tota Mea Remar

l n k
1 Media relations help 100 61 5 10 5 181 4.3 Agreed
disseminate information about
government programs, policies,
and initiatives to residents.
2 Media serves as a watchdog, 80 80 16 3 2 181 4.3 Agreed
holding local government
officials accountable for their
actions.
3 Effective media relations create 78 82 10 10 1 181 4.2 Agreed
a platform for dialogue between
the government and the
community.
4 Media coverage of successful 100 60 6 10 5 181 4.3 Agreed
projects can attract external

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 funding and partnerships,
boosting local development
efforts.
Source: Field work (2024).
Table 4.6 displays the analysis on the Mean scores on the What are the impact media

relation on performance in Chicken republic, Kaduna. The analysis shows that Media

relations help disseminate information about chicken republic, Kaduna programs,

policies, and initiatives to residents. The study also agreed that Media serves as a

watchdog, holding chicken republic, Kaduna officials accountable for their actions.

Similarly, the study agreed that Effective media relations create a platform for

dialogue between the government and the community. Finally, the study shows that

Media coverage of successful projects can attract external funding and partnerships,

boosting local development efforts.

Research question 2: What are the impact of crisis management on performance in

Chicken republic, Kaduna?

Table 2:

S/N Variable SA A UD D SD Total Mean Remark

1. Efficient crisis management helps 80 80 16 3 2 181 4.3 Agreed
mitigate the effects of crises such
as communal clashes, banditry, or
natural disasters, reducing
casualties and property loss.
2. Quick and transparent responses to 78 82 10 10 1 181 4.2 Agreed
crises demonstrate leadership
competence and commitment,
building trust between the local
government and residents.
3. Addressing crises effectively 100 60 6 10 5 181 4.3 Agreed
minimizes disruptions to economic
activities, such as farming, trade,
and transportation, which are
critical to the local economy.
4. Effective crisis management fosters 80 80 16 3 2 181 4.3 Agreed
community solidarity and resilience

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 by involving residents in recovery
and prevention efforts.
Source: Field work, 2024
The table displays the impact of crisis management on performance in Chicken

republic, Kaduna. The analysis shows that, Efficient crisis management helps

mitigate the effects of crises such as communal clashes, banditry, or natural disasters,

reducing casualties and property loss, Quick and transparent responses to crises

demonstrate leadership competence and commitment, building trust between the

local government and residents, Addressing crises effectively minimizes disruptions

to economic activities, such as farming, trade, and transportation, which are critical to

the local economy and finally, Effective crisis management fosters community

solidarity and resilience by involving residents in recovery and prevention efforts.

Research question 3: What are the impact of community relation on the performance

in Chicken republic, Kaduna?

Table 4.3.3:

S/N Variables SA A UD D SD Total Mean Remark

1 Strong community relations 100 61 5 10 5 181 4.3 Agreed
promote transparency and
accountability. When the
government engages effectively
with communities, residents are
more likely to participate in
decision-making and monitor the
implementation of policies.
2 Effective community relations 80 80 16 3 2 181 4.3 Agreed
enable the government to identify
and prioritize the needs of
residents, leading to better
allocation of resources and
improved service delivery in areas
like healthcare, education, and
infrastructure.

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3 Building strong relationships with 78 82 10 10 1 181 4.2 Agreed
communities helps resolve disputes
and fosters peaceful coexistence
among diverse groups, which is
critical in a multi-ethnic and multi-
religious area like Chikun.
4 Good community relations 100 61 5 10 5 181 4.3 Agreed
encourage cooperation in
development projects, such as road
construction, market establishment,
and agricultural initiatives,
boosting economic activities.
Source: Field work (2024).
The table displays the mean scores on the impact of community relation on the

performance in Chicken republic, Kaduna. To this end, the analysis shows that Strong

community relations promote transparency and accountability. When the government

engages effectively with communities, residents are more likely to participate in

decision-making and monitor the implementation of policies, Effective community

relations enable the government to identify and prioritize the needs of residents,

leading to better allocation of resources and improved service delivery in areas like

healthcare, education, and infrastructure, Building strong relationships with

communities helps resolve disputes and fosters peaceful coexistence among diverse

groups, which is critical in a multi-ethnic and multi-religious area like chicken

republic, Kaduna finally, Good community relations encourage cooperation in

development projects, such as road construction, market establishment, and

agricultural initiatives, boosting economic activities

4.5 Summary of Findings

Based on the data analysis above, the study found that;

i. Media relations help disseminate information about government programs,

policies, and initiatives to residents

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ii. Efficient crisis management helps mitigate the effects of crises such as communal

clashes, banditry, or natural disasters, reducing casualties and property loss

iii. Strong community relations promote transparency and accountability. When the

government engages effectively with communities, residents are more likely to

participate in decision-making and monitor the implementation of policies.

4.5 Discussion of Findings

Research question 1: What are the impact media relation on performance in Chicken

republic, Kaduna?

The analysis shows that Media relations help disseminate information about

government programs, policies, and initiatives to residents. The study also agreed

that Media serves as a watchdog, holding local government officials accountable for

their actions. Similarly, the study agreed that Effective media relations create a

platform for dialogue between the government and the community. Finally, the study

shows that Media coverage of successful projects can attract external funding and

partnerships, boosting local development efforts.

Research question 2: What are the impact of crisis management on performance in

Chicken republic, Kaduna?

The analysis shows that, Efficient crisis management helps mitigate the effects of

crises such as communal clashes, banditry, or natural disasters, reducing casualties

and property loss, Quick and transparent responses to crises demonstrate leadership

competence and commitment, building trust between the local government and

residents, Addressing crises effectively minimizes disruptions to economic activities,

such as farming, trade, and transportation, which are critical to the local economy and

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finally, Effective crisis management fosters community solidarity and resilience by

involving residents in recovery and prevention efforts.

Research question 3: What are the impact of community relation on the performance

in Chicken republic, Kaduna?

The analysis shows that Strong community relations promote transparency and

accountability. When the government engages effectively with communities,

residents are more likely to participate in decision-making and monitor the

implementation of policies, Effective community relations enable the government to

identify and prioritize the needs of residents, leading to better allocation of resources

and improved service delivery in areas like healthcare, education, and infrastructure,

Building strong relationships with communities helps resolve disputes and fosters

peaceful coexistence among diverse groups, which is critical in a multi-ethnic and

multi-religious organization like chicken republic, Kaduna and finally, Good

community relations encourage cooperation in development projects, such as road

construction, market establishment, and agricultural initiatives, boosting economic

activities

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary

This study was carried out to examine the effect of Public relations (PR) is a vital tool

for organizations to build and maintain relationships with their stakeholders. For

Chicken Republic in Kaduna, an effective PR strategy is critical to improving its

performance, ensuring customer satisfaction, and fostering a positive brand image.

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This study explores the effects of PR on the performance of Chicken Republic in

Kaduna, highlighting objectives, scope, significance, theoretical underpinnings,

research design, findings, and recommendations. The objectives of the Study

Evaluate the role of public relations in enhancing customer satisfaction and loyalty.

To Examine the impact of PR strategies on the brand image of Chicken Republic in

Kaduna. The Assess how PR influences the financial and operational performance of

the company. The Identify challenges faced by Chicken Republic in implementing

effective PR strategies. The study focused on Chicken Republic outlets in Kaduna,

analyzing the relationship between PR activities and organizational performance. It

covered aspects such as customer relations, corporate social responsibility (CSR),

crisis management, and media engagement. The study’s timeline spanned six months,

offering a comprehensive view of PR’s effects on performance metrics like customer

retention, sales growth, and brand perception. This research is significant for multiple

stakeholders: For Chicken Republic: It provides insights into how PR can enhance

operational efficiency and brand equity. For the Food Industry: The findings offer a

framework for other fast-food businesses to adopt effective PR strategies. For

Academics: It contributes to the body of knowledge on PR’s role in organizational

performance. For Policymakers: The study underscores the importance of regulating

PR practices to ensure ethical standards. The study was grounded in the following

theories: Excellence Theory: Suggests that effective PR practices contribute to

organizational success by fostering mutual understanding between the organization

and its stakeholders. Two-Way Symmetrical Model: Emphasizes the importance of

dialogue and feedback in building sustainable relationships. Stakeholder Theory:

Highlights the need for organizations to address the interests of all stakeholders,

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including customers, employees, and the community. The study employed a

descriptive research design to explore the relationship between PR and performance.

Both qualitative and quantitative methods were used to collect and analyze data,

ensuring a holistic understanding of the subject. The research was conducted in

Kaduna, focusing on Chicken Republic outlets located in high-traffic areas such as

shopping malls and business districts. These locations were chosen due to their

diverse customer base, which provided rich data for analysis. The study population

included: Customers: Regular patrons of Chicken Republic outlets in Kaduna.

Employees: Staff members involved in PR activities and customer service.

Management: Key decision-makers responsible for PR strategies. A sample size of

150 respondents was selected using stratified random sampling. This approach

ensured representation from different groups, including customers, employees, and

management. Structured questionnaires and interviews were used to gather data.

Positive Impact of PR on Brand Image: Effective PR strategies, such as engaging

social media campaigns and CSR initiatives, significantly enhanced Chicken

Republic’s brand image in Kaduna. Increased Customer Loyalty: Customers

appreciated transparent communication and responsiveness, leading to higher

retention rates. Improved Crisis Management: Timely and professional handling of

customer complaints and operational challenges boosted public confidence in the

brand. Operational Challenges: Inadequate training of PR personnel and limited

budget allocations hindered the full potential of PR efforts. Financial Performance:

PR activities contributed to a noticeable increase in sales and profitability over the

study period.

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5.2 Conclusion

Based on findings, the study concludes that, public relations play a critical role in

enhancing the performance of Chicken Republic in Kaduna. Effective PR practices

not only improve customer satisfaction and loyalty but also strengthen the brand’s

market position. However, challenges such as resource constraints and inadequate

training must be addressed to optimize PR outcomes.

5.3 Recommendations

Based on the findings, the study recommended that:

i. Invest in PR Training: Chicken Republic should train its employees on

advanced PR strategies to ensure consistent and effective communication with

stakeholders.

ii. Allocate Adequate Resources: The company should increase budgetary

allocations for PR activities to expand their scope and impact.

iii. Enhance Digital Presence: Leveraging social media platforms for real-time

engagement and feedback can improve customer relations and brand visibility.

iv. Strengthen CSR Initiatives: Focusing on community-based programs will not

only enhance the company’s reputation but also foster goodwill among local

residents.

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