THE IMPACT OF PUBLIC RELATIONSHIP MANAGEMENT ON THE ORGANISATIONAL PERFORMANCE OF HUAWEI PRODUCTS IN SHENZHEN, CHINA WITH ANALYSIS OF MEDIATING EFFECT OF ETHICAL BEHAVIOUR.

Abstract

This study employs statistical analysis to examine the impact of public relations management on Huawei's organisational performance in Shenzhen, China, and the role of ethical behaviour as a mediator between public relations and overall performance. A comprehensive survey was administered to gather perspectives from 1,700 participants, including employees, clients, and partners, about advertising campaigns, ethical business practices, and organisational performance measures. A Likert scale was employed to measure stakeholder engagement, overall satisfaction, and communication effectiveness in the survey. The researcher utilised statistical techniques, including regression and correlation, to examine the relationships between PRM (public relationship management) and organisational success. In this instance, ethical behaviour served as the mediating variable. Previous research has demonstrated a significant association between proficient public relations management and enhanced organisational performance metrics. These KPIs encompass product reputation, client retention, and revenue growth. Furthermore, the findings underscore the significance of ethical behaviour as a mediator in this connection, highlighting its essential role in fostering trust and loyalty among stakeholders. Research indicates that Huawei's dedication to ethical public relations enhanced both organisational performance and stakeholder connections. These results underscore the necessity of integrating ethics into public relations strategies for highly competitive companies to ensure long-term success. The findings offer actionable recommendations for Huawei and comparable enterprises to enhance their performance via ethical public relations management strategies.