The effect of public relations practices on sales performance of manufacturing companies; Case study : Mukwano group of companies

Abstract

The major objective of the study is to assess the effect of public relations practices on sales performance of manufacturing companies using a case study of Mukwano group of companies found in makindye division. The study variables were the independent variable included reputation management, internal communication and community relations while the dependent variable included market share, profitability, customer retention. The specific objectives of the study were to examine the effect of reputation management on sales performance of manufacturing companies, to find out the role of internal communication on sales performance of manufacturing companies, to determine the effect of community relations on sales performance of manufacturing companies. The researcher used a case study design with both quantitative and qualitative approaches. The study involved a sample of 80 respondents drawn from a study population of 100 people. SPSS was used to analyze the quantitative data to develop the tables. The time frame of the study was cross sectional. The conclusion of study showed mukwano group of companies practice public relations at every level of the department of the organization. The recommendation of the study was basically that support towards manufacturing companies is critical. In regard to this, the central government should put in place a frame work of policies and actions designed at supporting the establishment and growth of manufacturing companies through subsidies and tax waivers. The end result of this will significantly improve the performance of manufacturing companies, attract more local and foreign investors, as well as increasing the profitability margin thereby re-investment, resulting into business expansion and broadening employment opportunities in the country and the region at large.