The Use of Public Relations as a Means of Fostering Mutual Understanding Between an Organization and Its Publics
CHAPTER ONE
Objective of the study
The objectives of the study are;
- To ascertain the role of public relation between the organization and the public
- To ascertain the function of public relation in an organization
- To find out the challenges of public relation when fostering between the organization and the public
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Theoretical frame work
Many scholars have contributed scholarly review of organizations’ public relationships from other disciplines such as interpersonal communication, social, psychology and relationship (Ledinghan & Brunius 2000, Grunig & Huary 2000, Hon & Grunig 1999). The central nation of public relations as relationship management suggest that public relations should focus in developing long – term behavioral relationship between organization and key constituencies. Perceived public relations roles, which rely on activities designed to enhance organizational image, have been extended to a new paradigm, fostering long term relationships that lead to mutual benefits for both organizations and key publics. Primarily, the practice of public relations has been regarded as product publicity, media relations, and employee communications. Many organizations still view public relations as a means of generating favorable publicity (Burneth & loriarty 1998) defined public relations as the use and communication of information through a variety of media to influence public opinion. In some of the central concept of public relations is that it tells an organization story to publics to foster goodwill and understanding (Hunt 1984) in Kotler and Cox (1989:455) defined public relations as involving building good relations with the company’s various publics by obtaining favorable publicity, building up a good “corporate image” and handling or heading off unfavorable rumors, stories and events. They further stated that bad publicity is bad or worse than having no publicity Nwokoye (1981) sees public relations effort of the marketer as being concerned with building and maintaining good relations with special publics such as customers and public at large. He believes that such image building may use advertising as a tool. Public relations is a deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics. The public’s concern communication between any organization, commercial or non – commercial and various publics, with whom it has contact (Jefkins Frank1986). Public relations is wider than advert because it creates good image between the company and the public.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was on the use of public relations as a means of fostering mutual understanding between an organization and its public. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of public relations as a means of fostering mutual understanding between an organization and its public
Summary
This study was on the use of public relations as a means of fostering mutual understanding between an organization and its public. Three objectives were raised which included: To ascertain the role of public relation between the organization and the public, to ascertain the function of public relation in an organization and to find out the challenges of public relation when fostering between the organization and the public. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The study adopted a survey research design and conveniently enrolled 80 participants in the study. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from staffs of Dangote cement plc in Kogi state. Hypothesis was tested using Chi-Square statistical tool (SPSS).
5.3 Conclusion
Public relation is one of the most effective means an organization has to achieve its set goals with a pleased public and face any challenge or crisis emption. It is therefore imperative to encourage and facilitate them to perform even better in other to continue to build a positive Image of the publics to achieve organizational objectives.
Recommendation
The following recommendation are recommended. These recommendations if well added to and implemented will have a positive bearing on the performance of the company, boost the image of the organization and its publics.
(1). By contributing to corporate social responsibility which will make their public to be pleased with them.
(2). Have a good communication strategy as nothing is as good a listening to their publics and treating them like Kings and Queens.
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