PUBLIC RELATIONS AND THE IMPLEMENTATIONS OF ORGANIZATIONAL GOALS

PUBLIC RELATIONS AND THE IMPLEMENTATIONS OF ORGANIZATIONAL GOALS (A STUDY OF CHAMPION BREWERIES PLC, UYO)

CHAPTER ONE

INTRODUCTION

• Background of the Study

Public relations is the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a non profit organizations) and the public (James, 2014).  Public relations is simply stated to be the art and science of building relationships between an organization and its key or the publics. The concept of public relations is an emerging notion, especially in mass communication discipline. It is basically a management function. The earliest definitions emphasized press agency and publicity, while more modern definitions incorporate the concept of “engagement” and “relationship building” rather, it is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Public relations helps an organization and its publics. Public relations helps an organization and its public adapt mutually to each other in order to achieve its goals (Philips, 2006).

Regardless, of how effective an organization is, if it does not have the desired impact of the public and consumers are not aware of the business’s brand, successes or contribution; there is no clear signal that organization is implementing its stated goals. A public relations campaign that educates and informs people about the contributions of the organizations enhance its  brand, successes or contribution; there is no clear signal that organization is implementing its stated goals. A public relations campaign  that educates and informs people about the contributions of the organization enhances its brand recognition  and makes it more relevant in the public eye. Public relations  experts strive hard to maintain a cordial relation between the organization (key members) and stakeholders investors, employees, partners and so on. it is the public relations manager’s key responsibility to ensure that free flow of information takes place between both the parties (organization and its target audience). Public relations helps organization to implement its goals and offers several advantages not found with other promotional options.

Relations with customers depend very much on  quality, price, and delivery times, but also very directly on the reputation of the organization. Public relations play a vital part in safeguarding a reputation or in building a new public image. It can also improve methods of communication with existing and potential customers. In financial public relations, the public relations consultancy, or in-house department, usually also be responsible for the financial advertising which can become very important in bid, take over or right issue situations (Black, 2004).

Internal public relations in organization (employee relations) is an extremely wide field. It embraces almost everything which facilitates the implementation of organizational goals. – Other than pay which encourages employees to makes their maximum contribution to productivity and the prosperity of the organization. As postulated by public relations society of America (2015), public relations can contribute on the creation of an atmosphere in which people will work more effectively and willingly and, therefore produce better goods at lower costs; it can initiate suggestion schemes and safety campaigns; it can lessen waste and carelessness and absenteeism; and perhaps most important of all, it can enable management to communicate more effectively by with employees at all levels. public relations cannot guarantee to prevent disputes, but a well-conceived public relations programme can play useful part in eliminating rumor and misunderstanding and lack of information which often lead to industrial action.

On the other hand, very large sum of money are expended on advertising to attract young people and graduates into organization. Public relations could do much more in this connection if it were given a chance, for the reputation of a company is an important in recruitment. In terms of marketing, the main objective of most organizations is to sell their products or services at home and overseas. The role of public relations in improving methods of communicating with existing and potential customers has been seen as one of the ways of implementing organizational goals.

These and many more form the hallmark for this research on public relations and the implementation of organizational goals.

1.2   Statement of Problem

This research has observed that is so many organizations, management neither recognize nor appreciate public relations effort. 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 organizational goals could not be implemented due to management attitude, which is lukewarm and  non-challent towards public relations department  and their activities. The organization lacks traditional journalism, transparency, measurement-driven approaches, the power of images, brand values and integrated communications.

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