Date of Award

2003

Document Type

Thesis

Degree Name

Master of Corporate Communication

Department

Business

First Advisor

Michael Castro

Second Advisor

Tom Dehner

Abstract

Large corporations and businesses in the public eye employ public relations professionals or commission public relations agencies to manage efforts that protect business reputation and mediate relationships between a business and its publics. To succeed, small businesses need similar relationships with their publics, but many business owners do not dedicate time or resources to public relations functions. Relatively little information is available in the public relations literature specifically for small businesses. The purpose of this thesis is to identify the applicability of corporate public relations functions for small businesses, and to formulate a public relations plan for entrepreneurs and small business owners to incorporate relationship building into their business plans for growth and success.

Traditionally public relations has been viewed as an effort to obtain media coverage, but, with the trend toward combined marketing and public relations functions in business, this definition has broadened. The recent public relations and marketing literature illustrates the importance of building relationships with the various publics of a company to ensure repeat business and word-of-mouth referral for increased productivity. Gaining media coverage remains in the public relations arena, but for small businesses it appears to have less importance as a function than gaining loyal, stable support from the various publics of a company.

The current paper identifies the importance of including public relations in .. business and marketing plans, outlines the various potential publics of small businesses, and provides guidelines to help entrepreneurs build relationships that will protect their company's reputation while building a stable and satisfied infrastructure. A brochure was created to outline the eight-step public relations plan for small businesses and offer methods for establishing relationships with various publics.

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