THE ROLE OF PUBLIC RELATION IN ENHANCING CORPORATE IMAGE OF HOTELS IN LAFIA, NASARAWA STATE A CASE STUDY OF TA’AL CONFERENCE HOTEL, LAFIA

Public relations play a vital role in shaping corporate image, particularly in the hospitality industry, were customer perception influences business success. This research examines the impact of Public Relations (PR) strategies on the corporate image of Ta’al Conference Hotel in Lafia, Nigeria. The research explores the effectiveness of Public Relations (PR) strategies, stakeholder engagement, and communication channels employed to enhance corporate reputation. The research adopts a survey research design, utilizing questionnaires for data collection among the hotel's staff. The researcher uses the entire population (70) of the organization as the sample size of for the study. Data analysis was conducted using descriptive statistics Findings expected to establish a significant relationship between Public Relations (PR) efforts and corporate image, identifying key strategies that contribute to customer trust and brand loyalty. The research provides insights for hotel managers, policymakers, and public relations professionals on optimizing public relations practices to improve corporate reputation and business performance. Additionally, the research contributes to academic literature by offering empirical evidence on the role of Public Relations (PR) in corporate branding within the hospitality sector. Several recommendations are suggested to improve the Public Relation in Enhancing Corporate Image; Strengthen Public Relation (PR) Department, Increase Community Engagement, Enhance Complaint Management, enhance Customer Relationship Programs and Boost Community