Exploring the Influence of Public Relations on the Reputation of Direct Selling Companies. A Case Study of QNET Ltd

Abstract

This study explores the influence of public relations (PR) on the reputation of direct selling companies, with QNET Ltd. as the case study. Direct selling companies constantly face misconceptions and scrutiny globally and this has affected their reputation negatively. Public relations play an important role in shaping the reputation of organisations by promoting transparency, trust, and building a positive public perception. This research employs qualitative data collection techniques, through interviews, to examine how PR strategies employed by QNET mitigate negative perceptions and enhance its reputation. The findings from this study reveals the importance of strategic PR initiatives such as crisis communication, intensive campaigns, stakeholder engagements and digital media strategies in influencing public opinion and addressing challenges unique to the direct selling industry. The study contributes to the existing body of knowledge on reputation management, providing insights for public relations practitioners and policymakers on the effective use of PR in the direct selling sector.