The Role of Public Relations in Promoting Reverse Logistics Practices: a Literature Review.

Abstract

The present research was undertaken to address the pressing need to understand and optimize the role of Public Relations (PR) in promoting reverse logistics practices, in response to increasing pressures to adopt more sustainable measures in the global business arena.

The general objective was to examine the influence of Public Relations on public awareness, brand perception and stakeholder participation in the context of reverse logistics. To achieve this purpose, an exhaustive literature review was carried out, integrating key public relations concepts with the fundamental principles of reverse logistics.

The findings reveal that public relations plays an essential role in creating and disseminating public awareness about the importance of reverse logistics, positively shaping brand perception and facilitating collaboration with stakeholders. Effective communication strategies, supported by empirical evidence, emerge as crucial elements in influencing favorable attitude towards reverse logistics.

The importance of these findings lies in their significant contribution to the understanding and optimization of the relationship between public relations and reverse logistics. The research offers practical guidance to improve reverse logistics initiatives, through proactive public relations management, consolidating a solid argument that supports the premise that effective communication is an indispensable catalyst for the transition towards more sustainable logistics practices and socially responsible in the contemporary business environment.