CORPORATE IMAGE-MAKING AND BRAND SUSTAINABILITY: A STUDY OF UNICROSS, CALABAR
Abstract
Pahwa (2021), public relations is a strategic communication process
companies, individuals, and organisations use to build mutually beneficial relationships
with the public. Also, Young (2021) view public relations as “a strategic communication
process that builds mutually beneficial relationships between organizations and their
publics. Whereas, Lee (2021) defined Public Relations as the management function
which evaluates public attitudes, identifies the policies and procedures of an individual
or an organization with the public interest, and plans and executes a program of action to
earn public understanding and acceptance. Summarily, Public Relations can be seen as a
connection or association between a university such as University of Cross River State
and the general public.
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