Public Relations Practices in Grassroots Social Enterprises: A Case Study of Maitri Livelihood Services Pvt. Ltd. in India
Abstract
By employing the single case study methodology, this study explores how a social enterprise situated in India practiced public relations by observing it through the lens of four generic principles of strategic management. These principles state that the following practices by an organization can make it “excellent” or more efficient in meeting its goals: 1. Involvement of public relations in strategic management of the organization, 2. Empowerment of public relations in the dominant coalition, 3. Use of the two-way symmetrical model of public relations, and 4. Knowledge potential for managerial role and symmetrical communication. Theoretical thematic analysis of data from sources, such as interviews, field observation and document analysis, revealed that the generic principles of strategic management are applicable in a social enterprise. However, due to contextual variables of lack of resources, the significance of the personal-influence model emerged to build relationships with their publics rather than the role of a department dedicated to public relations. The dominant coalition of the organization managed all public relations related activities and acknowledged its prime role in the success of social enterprises.
Degree
M.A.
Advisors
Sriramesh, Purdue University.
Subject Area
Communication|South Asian Studies
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