CHAPTER ONE
INTRODUCTION
1.1 Background of the study
While appreciating the significance of public relation in an organization and between the organization and its public one will vividly see that any organization that does not embark on public relations does not exist.
Such organization is not really existing in the sense that, although the organization may not be physical dead, but it does not achieve its aims and objectives, if it does move forward, if there is no innovation is its dealing and so on, can we say such organization is existing.
Bunmi Adeleye (Mrs.) in her write up on business in WIBREWNEWS, second quarter,2005, she let us understand that management relationship between organization and its publics being the work of management will make the organization achieve its aim and objectives, will make such organizations move forward will bring about improvement in areas of skills of the task involved in will improve the relationship between the organization and its publics to cap it all, will keep the organization effectively existing.
Because of the importance of creating and preserving the right corporate image, it is used to give special attention to the roles and functions of public relations. The attention should begin at the top and extend through the whole organization. Examples can be found in every government department, nationalized undertaking and other public body as well as in most areas of industry and commerce. Cutlip, Contur and Broom in their conceptual definition states that public relation is the management function that identifies, establishes and maintain mutually beneficial relationship between a company and the various public on whom its success or failure depends.
Companies achieve this mutually, beneficial relationship by creating awareness, maintaining regular communication network, evaluating public attitude identifying their policies and programme with the public interest and executing a programme f action to earn public understanding and support.
Public relation really involves contracting the relevant targets public and convincing them of the benefits of a particular argument, to support specific issues and causes to accept companies proposal and public orientation, public relation complements marketing balance when introduced early in marketing plan can make a telling difference in product success.
Businesses are open systems, and most of what they do generate direct benefits and costs for their societies. Today society demands that business join in the urgent task of solving societal problems, corporations are more than economic institution and have a responsibility to develop some of their resources problems mainly of which co-operation helped to create
STATEMENT OF THE PROBLEM
Many organizations do not recognize public relations as a management function and this has been leading to many bad unforeseen occurrences befalling these organizations. Even so many organizations without official public relations department, section or units. As the case may be stumbled upon, this means they don’t recognize public relations as a management function or simply put, they don’t have the knowledge of what public relations is, let alone its significance in their various organizations
Apart from these organizations that have no official section for public relations, there are some categories that have but do not have the professional knowledge of how to practice it, their problem start from what is known as the concept of image. They do not understand what this means, and this is where the work of the public relations starts.
Therefore, this project looks of public relations as the background of an organization using Nigeria Breweries PLC as a case study.
PURPOSE OF STUDY