THE ROLE OF PUBLIC RELATIONS IN BUILDING CORPORATE REPUTATION: A STUDY OF KINROSS CHIRANO GOLD MINES LIMITED

Abstract

There is a growing phenomenon about the positive impact of corporate reputation on the performance of an organization. The purpose of this study was to provide insightful information on the role of public relations in building Kinross Chirano gold mines’ corporate reputation. The objectives of the study were to determine the public relations activities performed by the community and public relations department of Kinross Chirano gold mines in building the organizations corporate reputation and how the usage of public relations activities has contributed to the corporate reputation of the organization. The impressions management theory was employed in this study because the theory argues that an organization must establish and maintain impressions that are congruent with the perceptions they want to convey to their publics. Qualitative research method was used in this study because it was more suitable in fulfilling the goal of this study which is to describe a phenomenon and portray the situation of the role of public relations in building a corporate reputation so as to enlighten the readers of the study. The results from the study showed that Kinross Chirano gold mines acknowledges the value of public relations and has utilised it in building and sustaining the organizations corporate reputation. Also, its public relations activities have immensely benefited and improved the lives of the indigenous of the host communities who are very appreciative of the effort of the organization.