THE ROLE OF PUBLIC RELATIONS IN SUPPLY CHAIN MANAGEMENT AND ITS IMPACT ON SME GROWTH IN CALABAR

The study examined the effect of supply chain public relations management practices on business performance of small and medium scale enterprises in Calabar, Cross River State. In the course of the study four hypotheses where formulated, data were collected from management staff of small and medium scale enterprises in Cross River State using structured questionnaire. The data were analysed utilizing inferential and descriptive statistics. Findings from the study revealed that the dimensions of Supply chain public relations management practices have a favourable and positive effect on small and medium scale enterprises in Calabar, Nigeria. On the basis of the findings, it was concluded that if supply chain public relations management practices activities are well implemented, there would be an improvement in business performance of small and medium scale enterprises. We recommended that supply chain public relations managers should develop strategies that will enhance their relationships with other stakeholders to improve on their business performance.