THE ROLE OF PUBLIC RELATIONS IN MARKETING OF INSURANCE PRODUCT IN NIGERIA

THE ROLE OF PUBLIC RELATIONS IN MARKETING OF INSURANCE PRODUCT IN NIGERIA

ABSTRACT: The research study concentrated on The Role of Public Relations in Marketing Insurance Product in Nigeria (A Case Study of ALCO Insurance Plc, Lagos). The problem that necessitated this study were lack of adequate attention given to public relations, poor management of public relations units and falling to appreciate the great value of public relations as an internal marketing communication tool in some insurance  companies. The objectives of this study were to examine the role of public relations, main tools of public relations and problem of public relations to carry out the study effectively and precisely, research questions were formulated. Questionnaire and oral interview was the research instrument used in collection of data. The data were presented in tables and analyze using Likert scale of ranking and simple percentages responses. From the findings, it was discovered that public relations played many roles in marketing insurance products.

The most effective role among others were building up a good company’s image and providing more products information to customers about products and its services. Also the tools effectively and efficiently used in carrying out public relations activities are news that is creating favourable news about the company. Its products and its people and speeches that is creating products and company publicity by giving talks at sales meeting.  The major problems pubic relations activities faced among others were fluctuation of demand by clients, some public relations marketers not been familiar with public relations tools and poor communications relationship between the employee and the company. Among the recommendations were. Providing incentives to motivate ad encourage public relations marketers, promoting efficiency and professionalism in carrying out their activities and the insuring public can be encouraged to increase their demand by making prompt payment of genuine claims which will also boot the good image of the company.

CHAPTER ONE

CHAPTER ONE: INTRODUCTION                                  1

1. Background of the Study                                         1
2. Statement of the Problem                                 5
3. Objective of the Study                                      6
4. Research Questions                                          6
5. Significance of the Study                                         7
6. Scope and Limitation of the Study                     9
7. Definition of Terms                                          10

CHAPTER TWO: REVIEW OF RELATED LITERATURE     12

1. The Definitions and Scope of Public Relations              12
2. Objectives of Public Relations                            15
3. Advantage of Public Relations                            17
4. Disadvantages of Public relations                       19
5. The Role of Public Relations in the Marketing

of Insurance Products                                       22

1. Public Relations with the Public                          25
2. Main Tools of Public Relations                            27
3. Problems Affecting Public Relations Activities of

the Insurance Companies in Nigeria                           34

References                                                      37

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY                     38

1. Research Design                                              38
2. Sources of Data                                               38
3. Population of the Study                                    39
4. Sample Size and Sample Techniques                  39
5. Description of Research Instrument                           42
6. Validity of the Instrument                                 42
7. Reliability of Study                                           43

References                                                      44

CHAPTER FOUR

SUMMARY OF FINDINGS                                      45

1. Findings                                                         45
2. Discussion of Findings                                      45

CHAPTER FIVE

CONCLUSION, RECOMMENDATION

AND SUGGESTION                                                      48

1. Conclusion                                                      48
2. Recommendations                                           49

Bibliography                                                    52

Appendix I                                                      54

Appendix II                                                     55

CHAPTER ONE

INTRODUCTION

1.1  BACKGROUND OF THE STUDY

Public relations as a discipline and as a profession is changing rapidly. It has undergone tremendous changes in recent years. Public relations is an important marketing communication tool that can be employed both within and outside the organization.

THE ROLE OF PUBLIC RELATIONS IN MARKETING OF INSURANCE PRODUCT IN NIGERIA