Public relations: Pathway for the entrepreneur to achieve enduring client-customer relationship. Evidence from three Nigerian SMEs

The study examined the relationship between effective use of Public Relations and attainment of organizational goals. It further examined how customer loyalty can be enhanced through effective use of public relations, amongst others. The paper applied a mixture of exploratory and descriptive designs. It involves administering a semi-structured questionnaire to sampled respondents. Information gathered from the field was analyzed using correlation test statistics. This was due to the nature of the hypotheses. Findings showed that there is significant relationship between effective use o public relations and attainment of organizational goals. Findings further revealed that there exist a strong relationship between effective use of public relations and creation of client customer relationship. The paper makes strategic policy recommendations which companies will find useful when implemented