Identifying the Factors of Public Relations Activities & its Impact on the Growth of SSIS in India

Abstract

Purpose of Research: This study intends to investigate the numerous factors that influence the public relations drivers in the operations of small-scale industries in India, as well as the effect of PR activities on the growth variables of SSIs. Theoretical framework: Yet India's small-scale manufacturers struggle with large-scale selling and marketing activities. SSIs cannot afford expensive advertising and adequate distribution of goods, therefore PR can be cheaper and more effective (Adrian, Jamilah, & Ahmad, 2015). SSI owners must focus online as lifestyles and shopping patterns change (Widiastini et al., 2023) Promoting the industry and its products, creating relationships with key actors, and regulating communication might assist overcome these hurdles. A good PR can assist SSI in competing with larger companies (Thirumal, 2013). PR factors and Indian SSI growth must be examined. Design/ Methodology/ Approach: The quantitative study used primary and secondary data to gather all relevant data. Standardised questionnaires and interviews will capture primary data. Madhya Pradesh SSI owners and founders will represent. Examine 500 people with cluster sampling Technique. Findings: As a Result, identity media, publications, events, the internet, sponsorship, and public service activities are all significant determinants of SSI expansion in India. Researchers examined the global effect of public relations initiatives (except identity media) on the expansion of SSI in India (Special reference to Madhya Pradesh. Research, Practical & Social Implications: Future research, SSIs, and India are affected by the study on public relations and SSIs. Other factors affecting public relations success can be studied and assessment tools developed. SSIs should invest in PR, stakeholder relations, and strategy to grow. Originality/Value: This study's novelty and significance reside in its understanding of the aspects that affect public relations' promotion of India's small-scale industries (SSIs). By identifying public relations success criteria, this study helps SSIs improve brand image, visibility, and customer acquisition. This study's SSI implications can assist India's small business sector grow, providing jobs, economic activity, and better living conditions.