THE ROLE OF PUBLIC RELATIONS IN MARKETING ORGANIZATION
ABSTRACT
This study was necessitated by the need to find out the role of Public Relations in our marketing organization and to know how well it is used as a promotional tool in the marketing organization, thus this topic “The Role of Public Relations in Marketing Organization”, a case study of PZ Cussons Nigeria Plc, Aba.
In chapter one, we were made to understand that Public Relations has often been understood in effect and that most organization only involved themselves in production of goods and services failing to realize what PR can do in the promotion of those goods and services.
Chapter two has to do with current literature review relevant to the study of Public Relations activities in an organization.
Chapter three indicated the research design, data collection instruments, and the method used. In chapter four, the presentation and analysis of data were presented. The data collected were analyzed based on the responses collected from both the questionnaire and oral interviews classification of sample units were also stated here.
Finally, chapter five presented the summary of findings restatement of the problem, conclusions, recommendations and suggestions for further study.
CHAPTER ONE
Introduction
1.1 Background Of The Study
The role of public relations is very important in our organization. Public relations is an important area of management on which both business and non-business organizations depend directly or indirectly for their continued existence. Public relations touch all aspect of the corporate life and operations of every organization from production and personnel to finance and marketing management.
Public relations has to do with communication, information, internal/external goodwill or reputation and different relationships of all of which every organization needs to continue existing. Public relations holds the key for mutual understanding between the government in contemporary societies and their citizens, other organizations and their international community.
Despite all these things that public relations does, it has remained in many countries, as one of the least understands area of modern management.
Many public relations practitioners have not sufficiently exposed themselves to the right education or body of knowledge in public relations that will make them true professional, some people outside the profession have very narrow derogatory and wrong perceptions of what this management discipline does or is all about. Sometimes, corporate
Bribes are called PR and public relations managers or executives are regarded as mere press or publicity agents, errand boys, party organizers and cover-up gimmicks for experts and cover-up gimmicks for experts that are hired.
It should be noted that public relations activities are done in order to complement the survival goals of any business organization and every non-profit organization. Marketers should strive to understand mechanics of the complementary tool-PR. According to Anyanwu (2005:231), most firms has found it lucrative to engage in public relations related activities because of their size of operations and the associated complex problems. These business organizations depend on one another as well as their customers for survival. If a marketing organization like Pz Nigeria plc, Aba does not meet up with their customer’s orders due to one problem or the other, a problem may exist between the company and its customers. In this case, public relations can perform some magic to resolve the dispute. Anyanwu (2005:231), posit that a public relations conscious firm will immediately communicate the reasons for its inability to meet the orders as stipulated. It will go further to provide assurance to the customers. From the above introduction, we bring in a definition of public relations as “the deliberate planned and sustained effort to establish and maintain mutual understanding between an organization and its public”.
CHAPTER TWO
2.0 Literature Review
2.1 Introduction
The review of relevant literature is the main topic of this chapter. A literature review covers theoretical and methodological contributions to a certain issue in addition to the state of knowledge at the time of writing. It provides information about the state of the art in relation to the subject you are writing about. It examines the body of work on the chosen subject. The literature evaluation in this study comprises the …
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PRELIMINARY PAGES
Introduction
- 1.1 Background of the study
- 1.1.1 Profile of the company
- 1.2 Statement of the problems
- 1.3 Objectives of the study
- 1.4 Research questions
- 1.5 Research Hypothesis
- 1.6 Significance of the study
- 1.7 Scope and Limitation of the study
- 1.8 Dedication
Literature Review
- 2.1 Definition of Public Relations
- 2.2 Roles of PR in an Organization
- 2.3 Problems of Public Relations
- 2.4 Functions of Public Relations
- 2.5 Public Relations Tools
- 2.6 Responsibilities of Public Relations
- 2.7 Ethnic of Public Relations
- 2.8 Staff selection for public relations Job
Research Methodology
- 3.1 The Design of the Study
- 3.2 Area of the Study
- 3.3 Populations of Study
- 3.4 Sample and Sampling Techniques
- 3.5 Method of Data Collection
- 3.6 Method of Data Analysis
Data Presentation and Analysis
- 4.1 Presentation of Data
- 4.2 Test of Hypothesis
- 4.3 Discussion of Findings
Summary, conclusion and Recommendation
- 5.1 Restatement of the Problem
- 5.2 Summary of Findings
- 5.3 Conclusion
- 5.4 Recommendation
- 5.5 Suggestions for further study
- Questionnaire
- BIBLIOGRAPHY
List Of Tables
- 4.1.1 Questionnaire distribution
- 4.1.ii Respondents gender
- 4.1.iii Respondents marital status
- 4.1.iv Educational Qualification of respondents
- 4.1.v Respondents opinion on the presence of PR department in PZ Cussons, Aba.
- 4.1.vi Respondents opinion on the existence of PR Practice in the organization.
- 4.1.vii Respondents opinion on the promotional mix in use in the organization.
- 4.1.viii Respondents opinion on the effectiveness of the mix in used in the organization.
- 4.1.ix Respondents opinion on the role of the mix in use in the organization.
- 4.1.x Respondents opinion on the cause of ineffectiveness of the promotional mix in use in the organization.
- 4.1.xi Respondents opinion on the understanding of organization.
- 4.1.xii Respondents opinion on managements efforts towards PR in the organization.
- 4.1.xiii Respondents opinion on internal and external public perceptions about the organization
- 4.1.xiv Respondents opinion on the organizational engagement in community development.
- 4.1.xv Respondents opinion on the existence of PR tools in the firm.
- 4.1.xvi Respondents opinion on favorable publicity of the firm.
- 4.1.xvii Respondents opinion on the firm’s corporate image
- 4.1.xviii Respondents opinion on the achievement of the organization aims and objectives without PR
- 4.1.xix Respondents opinion on management present decision about public relations in the organization.
- 4.2.i Contingency Table I
- 4.2.ii Calculation of chi-square I
- 4.2.iii contingency table II
- 4.2.iv Calculation of Chi-square II
- 4.2.v Contingency Table III
- 4.2.vi Calculation of chi-square III
- 4.2.vii Contingency Table iv
- 4.2.viii Calculation of Chi-square iv
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