Abstract
The study basically examined the
role of public relations in a marketing organization with a case study of PZ
Cussons Nigeria Plc. Therefore, public relations has remained a powerful tool
in building and maintaining mutual understanding between the company its
various public, It also help in building good image and satisfy the needed
information by customers on behalf of a company. The role of public relations
cannot be overlooked because a company with bad image cannot succeed in any
competitive market and as a result of this, companies and individuals are
engaging the service of public relations to help build, maintain and sustain
their communication and reputation at all time. However, researcher adopted
survey research method with the use of questionnaire to elicit data from the
selected respondents.
CHAPTER ONE
1.0 Introduction
1.1 Background to the Study
Many authorities have contributed
immensely to the success of defining public relations. Some scholars believed
and wrote on it as act (deed) representative (representing) a group or
organization.
Public
relations is deliberate planned and sustained effort to establish and maintain
mutual understanding between an organization and its publics. British Institute
of Public Relations (IBPR).
According to Roger Hayward as quoted by
Adegoke (2001:1)says that public relations is the propagation of the
personality of the organization. This states the importance of communication
between the organization and its public” Roger Hayward’s definition has something
to do with the British Institute of Public Relations (IBPR) definition because
both state the duty of public relations officers in promoting, projecting and
representing the organization and at the same time relating with the publics of
the organization both the internal and external public.
Public relations project the management
personality of which the public relations department represents, through their
activities with the use of their perspective tools (i.e. Print and electronic
media).
The aim is to create favorable
atmosphere between an organization and its publics. Sam Black (1962: 62)
asserts that public relations involve anything that is focused, improving and
enhancing the flow of communication between institution and its publics.
Also, in a competitive marketplace where
businesses compete for customers, customer satisfaction is seen as a key
differentiator and increasingly has become a key element of business strategy.
“Within organizations, customer satisfaction ratings can have powerful
effects. They focus employees on the importance of fulfilling customers’
expectations. Furthermore, when these ratings dip, they warn of problems that
can affect sales and profitability. These metrics quantify an important
dynamic. When a brand has loyal customers, it gains positive word-of-mouth
marketing, which is both free and highly effective.
1.2 Statement of the Problem
This research has observed that in so
many organizations, management neither recognize nor appreciate public
relations efforts in Nigeria.
The management does not realize the
public relations activities in building and enhancing a good image for the
standard of the organization.
It has been observed that the management
attitude is lukewarm and non-challant toward public relations department and
their activities.
Besides, they don’t want to spend money
on its activities such as organizing seminars, workshops, symposium e. t. c
this is because of the erroneous and selfish belief that public relations
efforts benefits to the organization.
Therefore, this study will look at the
role of public relations in a marketing organization as a case study PZ Cussons
Nigeria Plc.
1.3 Objectives of the Study
• To examine whether public relations can
help PZ Cussons Nigeria Plc in creating good
image.
• To know how effective has public
relations been able to influence the behaviour
and decision of management and publics of PZ Cussons Nigeria Plc.
• To study whether public relations has
been able to create and enhance
cordial relationship between the management and publics.
• To know whether management see public
relations as a veritable tool of
satisfying publics?
• To know whether public relations enjoy
free hand to operate in PZ Cussons Nigeria Plc.
• To examine if PZ Cussons Nigeria Plc
publics trust public relations information / message.
• To know whether public relations can
bridge the communication gap between
management and its publics.
• To examine any challenge facing public
relations in an organization.
1.4 Research Questions
• To what extent can public relations help PZ
Cussons Nigeria Plc to create good image?
• How effective has public relations able
to influence the behaviour and decision
of management and publics of PZ Cussons Nigeria Plc?
• Has public relations been able to create
and enhance cordial relationship
between the management and publics?
• Does management see public relations as a
veritable tool of satisfying publics?
• Does public relations enjoy free hand to
operate in PZ Cussons Nigeria Plc?
• Do PZ Cussons Nigeria Plc publics trust
public relations information / message?
• Does public relations bridge the
communication gap between management
and its publics?
• Is there any challenge facing public
relations in an organization?
1.5 Significance of the Study
At the end of this study the following
category of people will benefit from the findings of this study.
Different organizations will know the
benefits of public relations through the result of the findings and how they
can use PR for their gain.
Future researchers who will be
researching into the area related to this topic will find this work relevant.
Public relations students and mass
communication students will as well understand the importance of their course
of study to the industrial development.
1.6 Scope of the Study
This study is limited only to the role
of public relations in an organization. It is also limited to the staff and
management of PZ Cussons Nigeria Plc due to the fact that the researcher cannot
study all Oil companies in Nigeria because of the limited time available for
this study, financial constraints and other logistics.
1.7 Limitation of the Study
Time: The available time to carry out this research
is relatively short, this pose a lot of limitations to the work.
Finance:
Inadequate finance to travel to PZ Cussons Nigeria Plc and browsing for as many
relevant materials as possible is another limitation to the study.
Material:
At present there are only few literature materials available on this topic;
this pose constraint to the work.
Despite
the aforementioned limitations this research will still be able to achieve the
set objectives.
1.8 Definition of Terms
1. Publics:
A group of persons with similar aspiration and ideas, interest and characteristics that is of importance to an
organization.
2. Public
Relations: Is the deliberate planned and sustained effort to establish and maintain mutual
understandings between an organization
and its publics
3. Relations:
The way in which two people or group behaves towards each other or deal with one another.
4. Organization:
A group of people who form a business together in order to achieve a particular aim or a group with a
particular purpose.