Analysing the Influence of Porters Five Forces Model on Public Relations Campaign Effectiveness and Management Approaches

Lijun Chen

Guangdong Mechanical & Electrical Polytechnic, Guangzhou, 510440

Chengen Peng

Lincoln University College, Malaysia,47301

Mi Wang

Henan University of Animal Husbandry and Economy, Zhengzhou, China,473000

Abstract

Public relations (PR) occupies a pivotal position in the development of brand image, stakeholder interaction, and the execution of corporate communication strategies, particularly within highly competitive business contexts. This study explores the extent to which Porters Five Forces Model influences the effectiveness of PR campaigns and associated managerial practices, with particular emphasis on competitive rivalry, potential market entrants, media dynamics, stakeholder influence, and alternative communication platforms. A quantitative methodology was adopted, involving the administration of an online questionnaire to a sample of 260 individuals, comprising PR practitioners, marketing experts, and senior business professionals. The data were analysed through descriptive statistical techniques, correlation assessments, and regression modelling to evaluate the interplay between Porters Five Forces and PR efficacy. In addition, a reliability test revealed strong internal consistency, as evidenced by Cronbachs Alpha coefficients ranging from 0.819 to 0.842, thereby validating the measurement of competitive constructs. The regression analysis indicated that competitive forces accounted for 74% of the variance in PR campaign effectiveness and 82.3% in the management of PR functions. Notably, the bargaining power of customers (? = 0.321, p = 0.000) and the intensity of competitive rivalry (? = 0.269, p = 0.000) were identified as the most influential predictors of PR success. These results underscore the imperative for organisations to adopt evidence-based PR methodologies, engage stakeholders proactively, and cultivate resilient media alliances. Furthermore, embracing integrated communication strategies and leveraging digital PR innovations are essential for adapting to the dynamic and increasingly complex competitive environment.

Public Relations, Porter�s Five Forces, PR Campaign Effectiveness, PR Management, Competitive Rivalry, Digital PR