Does use of public relations promote a higher growth rate in small firms?

David Gray (University of Lincoln, Lincoln, UK)
Frank Davies (University of Lincoln, Lincoln, UK)
Kevin Blanchard (University of Lincoln, Lincoln, UK)

Corporate Communications: An International Journal

ISSN: 1356-3289

Publication date: 1 December 2004

Abstract

A survey was undertaken to identify the ways in which small businesses in Lincolnshire used public relations. For many of the 51 activities, techniques and skills examined, it is found that only a minority of small firms practise them. Analysis of the results of the survey highlight an interesting connection between those businesses with a high rate of growth and use of certain public relations activities and techniques. Specifically, based on Mann‐Whitney tests and using a restrictive level of significance (0.1 per cent), it is found that managing government relations (local or central), mounting exhibitions (consumer), providing media news releases, and writing letters to the media are associated with growth. As these four are not commonly used it is suggested that these, among other uses of PR, should be included in skills programmes for small business development.

Keywords

Citation

Gray, D., Davies, F. and Blanchard, K. (2004), "Does use of public relations promote a higher growth rate in small firms?", Corporate Communications: An International Journal, Vol. 9 No. 4, pp. 294-301. https://doi.org/10.1108/13563280410564039

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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