The Role of Public Relations Strategies in Assisting Corporate Reputation in Algeria in the Food Business

Abstract

The paper delves into the subject of how public relations (PR) strategies might affect the corporate reputation of the Algerian food sector. So far, the expansion of the industry has been accompanied by a heavy dependence on marketing communication by the companies, and there has been a lack of properly structured PR, an absence of crisis management plans, and no system of corporate social responsibility (CSR) initiatives. The author(s) use a convergent mixed-methods approach that integrates six qualitative case studies and elite interviews with a quantitative survey of 241 consumers, with a focus on the age group of 20–39. The qualitative study looks into the management’s viewpoint of PR, CSR, and reputation while the survey tests consumer viewpoints to trust, transparency, and authenticity. What emerges from the findings is a considerable discrepancy between the company's view of itself and that of its customers. The research touches on how the organization managers interpret public relations, corporate social responsibility, and brand image, whereas the consumers’ perspectives are correlated with trust, transparency, and authenticity through survey questions. Crisis communication is barely developed, digital engagement is restricted, and CSR communication is not consistent, according to the consumers. The trust that consumers have is mostly attributable to cleanliness, safety, transparency, and authentic CSR activities, to the neglect of promotional efforts. Firm PR functions, crisis management formalization, active digital media involvement, and the implementation of trustworthy CSR can indeed change how operational activities are seen and translate them into reputation. The paper shows that PR practices lead to trust, loyalty, and create a sustainable competitive advantage within the local Algerian food sector.