Public Relations as a Brand Positioning Tool in Crisis Situations.

Abstract

Several researchers fostered the essence of positioning a brand as well as echoing the relevance of PR. Even more propagated the need to employ crisis communication, a function of PR in order to salvage a crisis situation. This study, therefore, sought to explore PR as a brand positioning tool in crises. In approaching the issue, the study employed the qualitative approach in line with the descriptive nature of the study. The findings of the study indicated that PR could affect the brand positioning therefore, PR could be used to position brands during crises. Also, the study identified a number of relevance of brand positioning during crises. The study again recommended that PR be given more attention in the case of corporate organizations wanting to position brand especially in crises.