THE ROLES OF PUBLIC RELATIONS IN AN ORGANIZATION
(A case study of Mobil Oil Nigeria.)
1.1 Background to the Study
Many authorities have contributed immensely to the success of defining public relations. Some scholars believed and wrote on it as act (deed) representative (representing) a group or organization.
Public relations is deliberate planned and sustained effort to establish and maintain mutual understanding between an organization and its publics. British Institute of Public Relations (IBPR).
According to Roger Hayward as quoted by Adegoke (2001:1)says that public relations is the propagation of the personality of the organization. This states the importance of communication between the organization and its public” Roger Hayward’s definition has something to do with the British Institute of Public Relations (IBPR) definition because both state the duty of public relations officers in promoting, projecting and representing the organization and at the same time relating with the publics of the organization both the internal and external public.
Public relations project the management personality of which the public relations department represents, through their activities with the use of their perspective tools (i.e. Print and electronic media).
The aim is to create favorable atmosphere between an organization and its publics. Sam Black (1962: 62) asserts that public relations involve anything that is focused, improving and enhancing the flow of communication between institution and its publics.
1.2 Statement of the Problem
This research has observed that in so many organizations, management neither recognize nor appreciate public relations efforts in Nigeria.
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 the management attitude is lukewarm and non-challant toward public relations department and their activities.
Besides, they don’t want to spend money on its activities such as organizing seminars, workshops, symposium e. t. c this is because of the erroneous and selfish belief that public relations efforts benefits to the organization.
Therefore, this study will look at the role of public relations in an organisation as a case study Mobil Oil.
1.3 Research Question
¨ To what extent can public relations help Mobile Oil to create good image?
¨ How effective has public relations able to influence the behaviour and decision of management and publics of Mobile Oil?
¨ Has public relations been able to create and enhance cordial relationship between the management and publics?
¨ Does management see public relations as a veritable tool of satisfying customers?
¨ Does public relations enjoy free hand to operate in Mobil Oil?
¨ Do Mobil Oil public trust public relations information / message?
¨ Does public relations bridge the communication gap between management and its public?
¨ Is there any challenge facing public relations in an organization?
1.4 Purpose of the Study
1. To know how public relations officer can be used in bridging communication gap between organization and the publics?
- To study the role Public relations is playing in creating good image for Unilever Plc organization?
- To examine how effective has public relations been able to influence the behaviour of their publics.
- To study how public relations been able to create and enhance cordial relationship between the management and workers of Unilever Nigeria plc.
- To analyze how helpful is Public Relations to unilever plc during crisis?
1.5 Significance of the Study
At the end of this studies, the following will benefit from the findings of this study.
Organization: Different organizations will know the benefits of public relations through the result of the findings and how they can use PR for their gain.
Researcher: Future researchers who will be researching in the area related to this will find this work relevant.
Students: public relations students and mass communication students will as well understand the importance of their course of study to the industrial development.
1.6 Scope of the Study
This study is limited only to the role of public relations practice in an organization It is also limited to the staff and management of unlived Nigeria PLC.
Through there are other organization but time and financial constraint in the case of the limited coverage.
1.7 Limitation of the Study
Time: The available time to carry out this research is relatively short, this pose a lot of limitations to the work.
Finance: Inadequate finance to travel to Unilever Plc, Lagos and browsing for relevant materials is another limitation to the study.
Material: At present there are only few literature materials available on this topic , this pose constraint to the work
Despite this limitations, this research was able to achieve the set objectives.
1.8 Definition of Terms
- PUBLICS: A group of persons with similar aspiration and ideas, interest and characteristics that is of importance to an organization
- PUBLIC RELATION: Is the deliberate planned and sustained effort to establish and maintain mutual understandings between an organization and its publics
- RELATIONS: The way in which two people or group behaves towards each other or deal with one another
- ORGANISATION: A group of people who form a business together in order to achieve a particular aim or a group with a particular purpose