ACHIEVEMENT OF ORGANIZATIONAL OBJECTIVE THROUGH EFFECTIVE PUBLIC RELATIONS

1.1 Introduction

Public relations is defined as a planned and sustained efforts by a library association or a library authority to promote librarianship within a given community or society. Similarly, according to Harlow, public relations is a distinctive management function which helps to establish and maintain mutual lines of communication, understanding, acceptance and co-operation between an organization and keep informed on and responsive to public opinion defines and emphasis the responsibility of management to serve the public interest, help management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends, and uses research and sound and ethical communication techniques as its principals tools.

As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitations of the Study and Definition of technical terms.

1.2 Background of Study

Public relations can be related as the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends. The achievement of an organizational objective can be affected by the reform of its public relations. The reasons why some organizations strive well for instance the banking sector is because to improve their profitability, they channel their efforts to public relations. In this age of competitions, there is need for organizations, banks, business enterprises, churches, clubs etc. to engage procedures to improve their performance to the benefits of their consumers and knowing full well that there is competition in vogue.

Public relations are a management tool designed to establish support among a firm’s various internal and external publics (Thomas & Lane, 1990). Another definition stated that public relations includes activities that is built around a favorable company’s image through publicity, and community events (Zeithaml, Bitner & Gremler, 2009). The major functions of public relations are to create and maintain excellent relations with the organization’s internal and external stakeholders, such as persons and private, governmental, and societal entities in general.

Public relations can have a strong impact on public awareness at a much lower cost than advertising (Kotler & Armstrong, 2006). The tools used in public relations are press releases, lobbying, product publicity, investor’s relations, and development. In this article, press releases, public affairs, and lobbying will be discussed. The CEOs of corporate sustainability efforts can use lobbying to persuade public and/government officials to favor a particular position or decision-making (Price & Ferrell, 2003).

Modern public relations have evolved to embrace corporate sustainability; corporate sustainability is built around the organizational structure that embraces public relations theories and practices. Ecological, sociological, and corporate/business elements must be properly promoted internally/externally by utilizing public relations efforts in order to provide the most updated information to stakeholders/employees and the public (Penning, 2007). In reference to the power center of corporate sustainability, organizations need to have CEOs with strategic background, intent, and vision in order to direct public relations to the three target areas specified in this research.

Organizations throughout the world need to understand the value of public relations in an effort to meet institutional goals and objectives. More specifically, the overall organizational strategic plan needs to incorporate public relations initiatives within the short/long term planning to avoid internal/external communication mishaps (Public Relations Society of America, 2013).

Nigerian banks have recognized that effective public relations has become the integrating force which interprets their environment to the bank management, defines objective and building good will through good deeds. In furtherance of these objectives, many banks in Nigeria have introduced extra incentive such as credit cards, weekend banking organization all in attempt to provide exceptional services for their customers and to retain old customers, attract potential depositors and win public understanding. Those banks adopting to change trends by creating effective public relations department as a tool to boost cooperate image are currently experiencing increases.

Public relations, in the internal environment area, are directed to both the entire organization and to its individual departments and units. Internal communication and good internal communication channels are of paramount importance. From an internal perspective, organizations must be able to communicate effectively with its human resources in order to streamline organizational development. Finally, public relations must also be an important part of internal communication to promote planned change and development within the organization (Rivero, 2013). Organizational goals and objects can be effectively achieved by well-planned public relations from the organization.

Therefore, in Nigeria where the research was carried out, the activities that was conducted is to know the Achievement of Organizational Objective Through Effective Public Relations.

1.3 Statement of Problems

Investigation revealed that public relations practice are not well understood in this continent, that is, many organizations and individual do not understand the concept of the profession, though they engaged in it on a daily basis, yet they do not appreciate the role of public relations and hence do not have or consider public relations as an integral part of their daily activities. Many people or professionals do not consider this as an area that needs much expertise. Many would rather major in science disciplines or business and still finds themselves in a public relations job.

Most of those who occupy the positions of public relations in both government and private organization are not public relations major. Some claims to be practitioners simply because they are practicing journalist. Come to think of it, even those who eventually had training in public relations refuse to specialize in a particular aspect of public relations, just because they wants to keep every account that comes their way e.g. Consultancy, Media Relations, Event management, PR Education, Reputation Management, Community Relations, Research and so on. Also, they want to do everything so they could make much money from practice. Money is a drive why so many people dive into public relations profession.

1.4 Aim and Objectives of Study

The aim of the study is to examine the Achievement of Organizational Objective Through Effective Public Relations. In achieving this aim, the following specific objectives were laid out as follows:

1. To analyze the importance of public relations to the achievement of organizational objectives;
2. To find out factors hindering successful public relations practice in Nigeria; and
3. To find out the effects of public relations on the achievement of organizational objectives.

1.5 Research Questions

The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:

• What are the factors hindering successful public relations practice in Nigeria?
• What is the importance of public relations to the achievement of organizational objectives?
• What are the effects of public relations on the achievement of organizational objectives?

1.6 Significance of Study

This research work is will offer an insight into the impact of public relations in the industrial sector in Nigeria so as to reveal its pitfalls and success. The insight question can be used to make useful inference on the performance of public relations programs in different organizations in the Nigeria industrial sector.

Investigating the operation problems of the public relations in different industry will sensitize policy, made to work out remedies for improving the efficiency and effectiveness of the organization image.

This study will be of immense benefit to researchers who intend to know more on this study and can also be used by non-researchers to build more on their research work. This study contributes to knowledge and could serve as a guide for other study.

1.7 Scope of the Study

The scope of the research is focused on the Achievement of Organizational Objective through Effective Public Relations in Nigeria.

1.8 Limitations of the Study

During the course of this study, many things militated against its completion, some of which are:

1. Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
2. Research material: availability of research material is a major setback to the scope of the study.
3. Frequent power failure: This made the researcher append more money on fuel to ensure sustainable power.
4. Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).

1.9 Methodology

Secondary sources of gathering data will be largely employed for our variables. This again will be based on content analysis, what these involves is the critical review of related materials, literatures, journals, magazines and textbooks, it will also involve sourcing or browsing the net for materials. Communication with authorities in the field will also not be overlooked.

1.10 Definition of Terms

Objectives: A thing aimed at or sought; a goal.

Public Relations: The professional maintenance of a favourable public image by a company or other organization or a famous person.