Achievement Of Organizational Objective Through Effective Public Relations

ABSTRACT

The main aim of this study is to examine the role of public relations in achieving organizational objectives using  Polaris Bank Plc, FCT Abuja as case study. The study adopted a survey research design and with the aid of convenient sampling method, the researcher enrolled 36 participants for  the study who are staff in three(3) selected branches of Polaris Bank in Abuja. Well structured questionnaire was issued to the respondent of which a total of 30 responses were received and validated for the study. Data was was presented in tables and frequencies. Result were analyzed using simple percentage, mean and standard deviation which provided answers to the research questions. The study therefore recommends that Managers should ensure that during employment that they give those who are qualified and experienced the position of PR. More so 4.Management board of organizations should create an enabling environment for high performance of public relations. They  should be provided with the necessary office equipment and the needed logistics to ensure effective operation and they should not combine their role with administration as this can impede their effectiveness.

TITLE PAGE              

Certification

Dedication

Acknowledgement

Table of Content

List of Tables

ABSTRACT

CHAPTER ONE: INTRODUCTION

1.1     Background of the study

1.2     Statement of the problem

1.3     Objective of the study

1.4     Research question

1.5     Significance of the study

1.6     Scope of the study

1.7 Limitation of the study

1.8 Definition of terms

CHAPTER TWO: REVIEW OF LITERATURE

2.1     Conceptual framework’

2.2     Theoretical Framework

2.3     Empirical Review

CHAPTER THREE: RESEARCH METHODOLOGY

3.1     Introduction

3.2     Research Design

3.3     Population of the study

3.4     Sample size determination

3.5     Sample size selection technique and procedure

3.6     Research Instrument and Administration

3.7     Method of data collection

3.8     Method of data analysis

3.9     Validity of the Study

3.10   Reliability of the study

3.11   Ethical Consideration

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.1     Data Presentation

4.2     Research Hypothesis

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

5.1     Summary

5.2     Conclusion

5.3     Recommendation

CHAPTER ONE

INTRODUCTION

• Background of the Study

Public Relation is the art and social science of analyzing trends predicting their consequences, counselling organization’s leaders and implementing planned programmes of actions, which will serve the interest of both the organization and its public. It is also a deliberate, planned and sustained effort to establish and maintaining mutual understanding between organization and its public. In all those, public relations covers wide range of activities. It is first and foremost action before statement, the specific process employed for these activities involved research, action, communication, evaluation and efficiency because none of public relations programme is done haphazardly.

This will critically examine and been a search high on the impact of public relations in achieving organization’s objective in commercial organization with respect to Polaris  Bank Plc. A research was carried out on the sample size of the management staffs of Polaris Bank plc and questions were administered on the topic in question. All the data analysis and research recommendation also accessible in this report.

1.2     STATEMENT OF RESEARCH PROBLEM

Public relations is as old as humanity. It has been a part of every existence. Every normal person wants to appear to his fellow human being as a decent and honest person. This is sometimes done consciously or unconsciously, for any individual or entity to survive, there must be good will, understanding, cooperation and acceptance. Public Relations thinking has helped to deepen the sense of social responsibility in our public welfare. However, there are certain misconception which some people have of the nature and function of public relations, this people often regard public relation as mere publicity dinning and winning to gain support, a sample means of gaining media coverage, covering up for mistakes, also the word “dishonesty” tend to spring up in some people’s mind. To some, public relations plays a vital role while to others it does not, in solving the assumptions or problems is what this study is all about.

1.3 objective of the study

The broad objective of the study is to examine the role of public relations in achieving organizational objectives. Specifically the study seeks to:

1. To establish if public relations practice is relevant to achieving the goals of an organization.
2. To identify specific functions that can be performed by public relations practitioners to achieve the goals of an organization.
3. To examine how public relations can be strengthened to achieve organizational objective.

1.4 Research Question

1. Is public relations practice is relevant to achieving the goals of an organization?
2. What are the functions performed by public relations practitioners to achieve the goals of an organization?
3. Are there misconceptions hindering the effectiveness of public relations practitioners in performing organizational objectives?
4. In what ways can public relations can be strengthened to achieve organizational objective?

1.5 significance of the study

Public relations is a complex profession, an emerging industry that is at the heart of all communication. Finding from the study will be relevant to organizations, managers and academia. This study is important as it addresses the importance of public relations within an organization. The study provides a framework as it outlined public relations as an integral subsystem within an organization. Organizations can use this study as a guideline in assessing their in-house public relations departments or any other department under which public relations falls, for the overall interest and success of the organization. The study will also contribute to the general body of knowledge and serve as a reference material to both scholars and student who wishes to conduct further studies in related field.

1.6 Scope of the study

The scope of the study borders on the role of public relations in achieving organizational objectives. The study will discuss the misconceptions hindering public relations practitioners for functioning effectively and  thus further proffer ways they can be strengthened. The study is however delimited to Polaris Bank Plc, FCT Abuja.

1.7 Limitation of the study

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).
Time constraint– The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work.

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 SUMMARY

The main aim of this study is to examine the role of public relations in achieving organizational objectives using  Polaris Bank Plc, FCT Abuja as case study. The study discussed the misconceptions hindering public relations practitioners from functioning effectively and  thus further proffer ways they can be strengthened.

The study adopted a survey research design and with the aid of convenient sampling method, the researcher enrolled 36 participants for  the study who are staff in three(3) selected branches of Polaris Bank in Abuja. Well structured questionnaire was issued to the respondent of which a total of 30 responses were received and validated for the study. Data was was presented in tables and frequencies. Result were analyzed using simple percentage, mean and standard deviation which provided answers to the research questions.

5.2 CONCLUSION

Public relations are the art and social science of that link inside and outside the organization together. Public relations draw purpose, and how programs. Public relations in organizations in term of work quality means assist to organization management in achieving organizational goals, believe to the transparency affairs and accountability, respect citizens’ rights, identify duties and responsibilities of government, the right control of people to the work and the right people in criticize and evaluate programs and practices of the organization and having specific strategies.

Findings from the study revealed that the role of public relation in achieving organizational objectives includes: Media Representation, Content Development & Management, Brand Reputation Management, Business Value Promotion, Crisis Communication and Community Relationship Management. However the misconceptions surrounding Public Relations  has hindered the effectiveness of their job. The result of the study further  reveals that PR can be strengthened by exposing them to training in the light of changing business environment.

5.3 RECOMMENDATION

The following suggestions were made base on the findings from the study:

1. It is also recommended that the public relations department should be headed by a public relations officer in every organization with at least two assistants.
2. Managers should ensure that during employment that they give those who are qualified and experienced the position of PR. This is supported by excellence theory in public relations, which posits that people should have an academic qualification in communication studies.The public relations officer should be a qualified person with at least a minimum of a first degree with specialization in public relations.This is to ensure excellence in the practice of public relations.
3. Management of organizations should ensure that public relations department is given clearly defined roles to perform. The public relations activities should not be combined with any other administrative functions. This will ensure effectiveness in public relations practice.
4. Management board of organizations should create an enabling environment for high performance of public relations. They should be provided with the necessary office equipment and the needed logistics to ensure effective operation.
5. It is also recommended that the business organizations should empower public relations practitioners to be involved in decision making.Especially in crisis management.This is essential because the public relations practitioner provides expert advice on how to formulate and communicate the decisions to the relevant public in order to achieve the desired results.