Employee Advocacy Programs in Public Relations

Abstract

Purpose: The general aim of the study was to determine how the implementation of employee advocacy programs influences the effectiveness of employee advocacy programs in the context of public relations.

Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive's time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library.

Findings: The findings reveal that there exists a contextual and methodological gap relating to employee advocacy programs in public relations. Preliminary empirical review revealed that that these initiatives played a significant role in shaping organizational culture, enhancing brand perception, and fostering stakeholder relationships. Through a comprehensive review of empirical research, it was found that employee advocacy positively influenced employee engagement, organizational reputation, consumer trust, and crisis management. Factors such as leadership support, clear communication, organizational culture, and employee training were identified as critical drivers of program success. Additionally, research highlighted the impact of advocacy programs on consumer trust and purchase intentions, emphasizing their strategic value in building brand credibility and loyalty. Future research is encouraged to explore emerging trends and best practices in employee advocacy.

Unique Contribution to Theory, Practice and Policy: The Social Identity, Social Exchange and Social Learning theories may be used to anchor future studies on employee advocacy programs in public relations. The study provided valuable recommendations that contributed to theory, practice, and policy in the field. It suggested further exploration of theoretical frameworks such as Social Identity Theory and Social Exchange Theory to better understand employee advocacy dynamics. Practitioners were advised to prioritize leadership support, authenticity, and transparency in advocacy efforts while investing in training and development programs for employees. Additionally, the study recommended the development of clear policies and metrics to guide and evaluate advocacy initiatives. Emphasis was placed on fostering a supportive organizational culture, promoting collaboration, and cross-functional integration to maximize the impact of employee advocacy programs.