A comprehensive publicity strategy model for solving advocacy and stakeholder engagement challenges in small businesses
DOI:
https://doi.org/10.51594/gjabr.v3i1.79Abstract
Small businesses play a crucial role in economic growth and community development but often face challenges in advocacy and stakeholder engagement due to limited resources, lack of expertise, and fragmented communication strategies. This study proposes a comprehensive publicity strategy model tailored to address these challenges, offering an integrated framework for small businesses to enhance their advocacy efforts and stakeholder engagement. The model combines principles from strategic communication, digital marketing, and stakeholder theory to create a scalable and adaptable approach. The strategy emphasizes the alignment of organizational goals with stakeholder expectations through multi-channel communication, including social media platforms, community outreach programs, and collaborative partnerships. It also incorporates data-driven decision-making to identify and prioritize key stakeholders, customize messaging, and measure the impact of advocacy campaigns. By leveraging affordable digital tools, storytelling techniques, and collaborative platforms, the model enables small businesses to build trust, foster relationships, and amplify their voice in competitive markets. The study also explores case studies of small businesses that successfully implemented elements of this model, highlighting best practices and lessons learned. Furthermore, the model addresses barriers such as limited budgets, skills gaps, and resistance to change by providing actionable recommendations and resources to empower small business owners. The proposed framework ultimately aims to equip small businesses with the tools and strategies necessary to engage stakeholders effectively, influence public policy, and drive sustainable growth in their communities. This research contributes to the broader discourse on small business development by presenting a practical and evidence-based solution to advocacy and engagement challenges.
Keywords: Advocacy Strategy, Stakeholder Engagement, Small Business, Advocacy Outreach, Effective Communication Strategies.
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Copyright (c) 2025 Olanrewaju Awoyemi, Rita Uchenna Attah, Joseph Ozigi Basiru, Iveren M. Leghemo, Obianuju Clement Onwuzulike
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