Impact of Public Relations on Arkadia Marketing Ltd's Growth

This report presents a literature review focusing on the impact of public relations (PR) on business growth, particularly within the retail sector and specifically referencing Arkadia Marketing Ltd. The review explores the concept of public relations, its importance in today's competitive business environment, and its role in enhancing a company's image and customer relations. The report delves into various PR techniques such as press releases, event attendance, and employee communication, highlighting their significance for growth and development. It examines the relationship between PR and the growth of the retail sector, emphasizing how PR can improve promotion, manage reputation, and improve overall business development. The report also discusses ways to successfully improve public relations within a company, including better customer service, client feedback, and social media management. The conclusion summarizes the key findings, reinforcing the positive relationship between PR and business growth and emphasizing the value of effective PR strategies for achieving long-term business goals.

RESEARCH
METHODOLOGIES
(PART 2)

Table of Contents
Chapter 1Literature Review Introduction .......................................................................................1
Chapter 2 Literature Review Main Body ........................................................................................2
Chapter 3 Literature Review Conclusion ........................................................................................5
REFERENCES................................................................................................................................7

Chapter 1Literature Review Introduction
` Literature review is refer as a type of review articles. It is a scholarly paper which
covers the actual knowledge considering substantive finding as well as methodological
and theoretical contributions to a specific topic (Doorley and Garcia, 2015). These part
of the research is a kind of secondary data, and do not report original and new
experimental work. Main purpose of conducting literature review is to evaluate
connections and relationship among various works and activities. This dissimilar from
an annotated list of bibliography which gives a brief description or statement of thesis,
books, articles and many other documents.
A literature review may be selective and comprehensive but should analysis
principle or seminal activities or works (Austin and Pinkleton, 2015). Literature review
scope will vary by discipline and assignment. It may be a section of a bigger work and a
stand-alone article. It means that it is a totality of a paper. Literature review may be an
essential and useful aspect of the introduction, or an individual part to a dissertation,
thesis. The literature review are:
 Contrasts and compares
 Find out areas of dissent and consensus
 Reveals oversights or gap
 Show areas requiring further research
 Points out themes, methodologies, approaches, trends, frames and theories of
analysis
 Discusses main debates in the area of research
 Analysis theoretical or methodological strength and weaknesses
Public Relation is one of the best techniques which is used by the Arkadia
Marketing Ltd to enhance growth and development within predetermined time
duration (Dinnie, 2015). In order to analysis impact of public relation business use
different methods and tools such as media information, opinion, social media, employee
communication and social responsibility. All these are essential and significant for the
growth and development of retail sector.
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Chapter 2 Literature Review Main Body
Understand by the concept of public relation in retail sector
As per the point of view of Caroline Forsey., (2018) public relations is known as
the practice of protect and enhance positive image of an organisation. In today’s
business environment where competition is very high, where every company do its
maximum efforts to maintain its brand image, in that scenario, public relation has
become need of every company. It is very necessary for every enterprise to interact well
with its target audience. Retail sector of UK is known as one of the most important
sector as this play a big role in its economy. Today, retailers are doing maximum efforts
to develop new ways of communication in order to serve their customers. Way in which
a company communicate with its target customers play a big role to attract them
towards their offering and this also affect the brand image of company. Public relations
activities help in ensuring that all there should be in correct flow of communication
between company and its target market. One of the main benefit of public relations is
that it helps in create a better relation with target audience and support company to
retain customer for long time. Public relation enhances awareness of company’s
products and services.
Various activities are included under concept of public relations such as inviting,
clarifying, dealing, responding and informing customers in order to maintain positive
relations with them. In retail sector where companies deal in products with common
features and quality so it is very important for firms to create and maintain good
relations with customers so company can maintain its market share and can generate
more revenues. Concept of public relations is divided into three main categories:
Informing, advertising and optimising affairs. Public relations in organisation support
management in attain its set objectives. One of the main element that require to be
consider by management is that information in public relation should be accurate, timely
and up to date as this largely affect the company and its performance in market.
The techniques for growth and development of Arkadia Marketing Ltd
Public relation is an effective way companies, individual and organisations easily
communicate with the media and public. It specialist communicates and transform with
target market in direct and indirect manner via media with a purpose to create and
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retain a positive image and develop a strong and long lasting relationship with the
customers. There are different techniques for development and growth of Arkadia
marketing Ltd. Some are determined as under:
Press releases: It is identify as one of the best and essential techniques for
growth and development of company at large scale. With the use of this tool Arkadia
marketing Ltd easily communicate all information related to their product, services and
process through newspapers, magazines, radio or TV program and many other kind of
mainstream media. Thus, it is essential and important techniques for the company to
enhance their growth and development by the way of press release.
Attendance at public events: It is another beneficial and useful technique which
is used by the company to increase their growth and success at large scale. In order to
attract large number of public attention and maintain strong relation with them public
relation is more significant tool for the organisation (Dunwoody and Peters, 2016).
Employee communication: According to the Ian Linton., (2018) This are
important and beneficial for the Arkadia marketing Ltd. It help them to inform employees
about customer wins, new products, services, important appointments and many other
relevant information. All these are possible with the use of public relation as it move and
assist in higher development and growth of company. Beside this, business entity apply
newsletters an an employee page on their own websites in order to publish accurate
and relevant information of the organisation. Therefore it assist the business to attract
new workforce if they are expanding their business operations and activities. It is also
significant for the development and growth of company at marketplace.
Relationship between public relation and growth and development of retail sector
As per the point of view of Walter White, (2018) public relation is refer as an
effective and beneficial tool for the company to enhance their growth and progress at
marketplace. There are different points that define the development and growth of retail
sector is highly depend on public relation. Some are explained as under:
Promotion and development: Public relation is all about making and building
strong relationships to promote, benefit and advance the reputation of organisation and
its department. It is significant and effective tool that help an organisation to easily
improve their development and growth at large scale.
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Cost efficient: In public relation, risk is much small and rewards are higher as
compared to advertising or promotion which includes maximum capital (Reasons why
public relations are important, 2017). Therefore, it is beneficial for the business entity to
achieve better outcomes within preset time duration.
Helps manage reputation: Public relation is also essential and effective tool
which help an enterprise to manage their reputation at large scale. Beside this,
company is capable to communicate all information and data about their services,
process or products to the customers and at marketplace. Therefore, it assist business
to enhance their development and growth easily (The importance of Public Relations,
2018). Public relation support business to give speedy and quick services to the
customers and well as help in maintaining strong reputation at large scale. Therefore,
public relation is more useful and valuable techniques for the company to attract
different number of customers and attain long term objectives and goals. It will also
assist the company to manage their image and reputation at different place.
Improve growth and development: Public relation is identify one of the
significant and useful tool for the Arkadia marketing Ltd. This techniques provide a
better chance to the company to expand their business operations and growth at
different market place (Erikson and Tedin, 2015). For this purpose, company could
provide each and every relevant information to their employees so that they can treat all
customers easily. Thus, it turn to benefited to the organisation to accomplish their long
term goals and objectives within predetermined time duration.
Ways to improve public relations successfully in Arkadia Marketing Ltd for their
growth and development
Public relations is introduce as an important part of enhancing and maintaining
the business and brand's image in the eye of customers. It is also essential for the
Arkadia Marketing Ltd to communicate all information and data about their process,
products and service at marketplace and to the audience (Horton and Farnham, 2015).
Moreover, they are aware about the business information and maintain strong relation
with them. There are different ways of enhancing public relation for growth and
development of company. Some effective ways are mentioned as under:
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The building block of better customer service in organisational culture:
According to the Divvy, Allexander's, (2018) with the assist of internal communication
and change management, an organisation can ensure its workforce have the actual
behaviour regarding their job and audience. It is effective for the business to enhance
their public relation and improve growth and progress at large level.
Encourage clients to give feedback: Short survey and emails are more
effective ways to identify perception of customers about business services and
products. It is the role of business manager to encourage customer to provide their point
of view towards company process, tools and techniques. After this, company aware
about the customer opinion and taste regarding goods and services so that they easily
fulfil basic needs of them.
Use of social media management tool: There are different types of
management tool such as Shoutlet, Sprout social etc. can assist manage information on
social media. Social media is identify as an essential and significant part of attracting
large number of audience in limited time duration (Ways to Improve Public Relations
With Customer Service, 2015). Therefore, company follow social media management
tool and enhance their public relation. It turn to improve development and growth of an
enterprise within given time duration.
All these are effective and useful aspects for the company to improve their
development and growth by the way of enhancing public relation. There are another
important parts for improving public relation in organisation for success and growth of
business. Some ways are determined as under:
 Identify the specific topic that they wish to speak on
 Identify the Target audiences
 Practice techniques
 Develop media interview
 Identify all the outlets that are more essential and interested in business issue
 Develop a rapport with the other information providers
 Speak before target audience
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Chapter 3 Literature Review Conclusion
From the above mentioned information it can be concluded that public relation is
more effective and beneficial tool for the company to easily attract large number of
customers. It is important techniques for an enterprise to communicate all information
about their services, products and process to the customers. Different techniques are
used to improve growth and development of organisation such as press releases,
attendance at public events and employee communication. All these are useful and
beneficial for success and growth of retail sector at marketplace. Thus it proof, business
growth and development is depend on public relation. It is positive relationship such as
it help to manage company goodwill, attract different number of customers and many
other. Along with this, to improve public relation in the enterprise for enterprise success
there are various ways including: building block of better customer service in
organisational culture, encourage clients to give feedback and use of social media
management tool. All these are valuable and useful way to achieve better results and
outcomes within predetermined time duration.
Research questions are accurate and real for conducting literature review in an
effective and efficient manner. The impact of the public relation on business growth and
development is most significant because such techniques help an enterprise to achieve
their long term goals and objectives easily (McCombs, 2018). In this researcher made a
questionnaire and develop a theme on each questions which define the response and
opinion of the customers towards the effective of public relation on success and growth
of business entity.
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REFERENCES
Books and journals
Austin, E. W. and Pinkleton, B. E., 2015. Strategic public relations management:
Planning and managing effective communication campaigns. Routledge.
Dinnie, K., 2015. Nation branding: Concepts, issues, practice. Routledge.
Doorley, J. and Garcia, H. F., 2015. Reputation management: The key to successful
public relations and corporate communication. Routledge.
Dunwoody, S. and Peters, H. P., 2016. Mass media coverage of technological and
environmental risks: A survey of research in the United States and Germany.
Public understanding of science.
Erikson, R. S. and Tedin, K. L., 2015. American public opinion: Its origins, content and
impact. Routledge.
Horton, S. and Farnham, D. eds., 2015. Public management in Britain. Macmillan
International Higher Education.
McCombs, M., 2018. Setting the agenda: Mass media and public opinion. John Wiley &
Sons.
Online
Ian Linton., 2018. What Are PR Communication Tools & Techniques?. [Online]
Available through: <https://smallbusiness.chron.com/pr-communication-tools-
techniques-56475.html>.
Reasons why public relations are important. 2017. [Online] Available through:
<https://thefashiondarling.com/10-reasons-why-public-relations-are-important/>.
Walter White., 2018. Importance of Public Relations Explained. [Online] Available
through: <http://inevitablesteps.com/business/importance-of-public-relations/>.
Caroline Forsey., 2018. What is Public Relations?. [Online] Available through:
<https://blog.hubspot.com/marketing/public-relations-definition>.
Ways to Improve Public Relations With Customer Service. 2015. [Online] Available
through: <http://divvyonline.com/10-ways-to-improve-public-relations-with-
customer-service-20151118>.
The importance of Public Relations. 2018. [Online] Available through:
<https://www.aps.org/programs/outreach/guide/pr/importance.cfm>.
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