ABSTRACT
The
basic concern of conducting this project work was to examine the application of
public relations for corporate growth in Nigeria bottling company 9th
mile Enugu. Data was collected from both primary and secondary sources. In the
primary data collected, the researcher used a well structured questionnaire,
interview and personal observation. The data extracted was analyzed using
simple percentages and the chi-square statistical tool was used in testing the
hypotheses formulated in chapter one. The research study carried out was
limited to 431 people as sample size of the population, out of which responses
were obtained from 383 respondents. In the course of the research work, it was
found out that Public relations tools were shown to have some significant relationship
existing between it and organizational corporate growth, It also showed that
public relations tools attracts goodwill, mutual understanding and support.
This
research study also unravel the strength of public relations tools which makes
it possible for companies to always be at peace with its host communities
through the application of public relations tool of community relations towards
effective and efficient dissemination of information to the organizations’
various publics etc. From the findings, recommendations were made to the
management of Nigeria bottling company plc. They are recommended to employ more
public relations professionals who should handle all the various functions and
apply the various strategies for corporate growth towards maintaining
competitiveness, the company should as a matter of urgency structure other
marketing activities towards partnering with public relations for future
marketing campaigns. It was also recommended that the company should make more
budgetary allocations available for public relations campaigns targeted at
winning more support and mutual understanding with the prospective investors.
TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION
1.1 Background of the study
1.2 Statement
of problem
1.3 Objective
of the study
1.4 Research
question
1.5 Research
hypotheses
1.6 Significance
of the study
1.7 Scope
of the study
1.8 Limitation
of study
1.9 Definition
of terms
CHAPTER
TWO
REVIEW
OF RELATED LITERATURE
2.1 An
overview of public relations
2.2 Public
Relations changing Role.
2.3 Public
relations: professional metamorphosis.
2.4 Public
relations tools
2.5 Public
relations stakeholders (publics)
2.6 Role
of public relations
2.7 Corporate
growth
2.8 Problems
of corporate growth
2.9 Profile
of Nigerian Bottling Company.
CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Introduction
3.2 The research design
3.3 Area
of study
3.4 Population
of the study
3.5 Sample
and sample size determination
3.6 Sources
of data
3.8 Validity
of the instrument
3.9 Reliability
of the instrument
CHAPTER FOUR
DATA
PRESENTATION AND ANALYSIS
4.1 Presentation
of data
4.2 Test of
Hypothesis
CHAPTER
FIVE
SUMMARY
OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.1 Introduction
5.2 Summary findings
5.3 Conclusion
Recommendations
References
APPENDIX: Questionnaire
CHAPTER ONE
INTRODUCTION
1.1 Background of the study
In globalized and ever-changing business world of
today, organization tries to stay afloat in the turbulent market through the
application of public relations tool in corporate growth. Surviving the ever-changing
and ever turbulent marketing environment requires the realization of the need
to utilize public relations tools at different levels of the organizational
efforts.
However, Asemah (2012) averred that to survive in this
ever-changing and ever-challenging business environment requires the
recognition as well as acceptance of public relations as a vital communication
tool in the hands of all organizations in all modern societies.
Latimore et al (2012) defined public relations as a
leadership and management function that helps achieve organizational
objectives, defines philosophy and facilitate organizational change.
Jobber (1998) defined public relations as the
management of communications and relationships to establish goodwill and mutual
understanding between an organization and its public.
Moreover, the Mexican statement as cited in
Uduji(2012) stated that the public relations practice is the art and social
science of analyzing trends, predicting
their consequences, counseling organizational leaders and implementing planned
programs of actions which will
serve both the organization and their
public interest.
Public
relations is a strategic communication that reaches out to the organizations
target audience to enhance brand image, increase awareness, build relationships
and educate the target audience on the company and its products and services in
a way that assist organization to achieving its goals.
The increase in global issues, particularly climate
change, terrorism, insecurity, financial meltdown, fall in price of crude oil
etc are also driving the need for public relations tools for corporate growth.
Nigerian corporate executives are increasingly
participating in global forum in Davos, Switzerland, and the Clinton global
initiatives in New York.
The advert of internet has also brought global
intimacy of news whether it is happening in Athens, Munich, Paris, Madrid,
London etc.
Broom(2009)opined that public relations is the
distinctive function which helps establish and maintain mutual lines of
communications, understanding, acceptance, cooperation between an organization
and its publics involved in the management of issues, helps management to keep
informed on and responsive to public opinions, defines and emphasizes the
responsibilities of management to serve the public interest; help management to
keep abreast on current trends/issues, serving as a early warning system to help
anticipate trends, uses research and sound ethical communication as its pricing
tools.
The impact of
this is that every organization, be commercial or non-commercial, governmental
or non-governmental has certain goals to achieve. Such goal may be crisis management,
increase in sales, expansion, conflict resolution and fighting competition,
customer satisfaction etc.
Corporate growth tends to bring very profitable
reinvestment opportunities for the firms retained earnings.
Thus it typically pays little or no dividends to
stockholders opting instead to flow most or all of its profit back into its
expanding business.
According to
NwekeOkechukwu (2012).As the human society appear more complex and challenging,
the need for increase in the awareness level and the practice of result
oriented public relations becomes more pertinent. This is because effective
public relation practice is not just about everything but ; rather, it is about
doing that specific ‘thing’ that lead to the rapid accomplishment of mutual understanding,
peace, goodwill, support, and solidarity in human society which has a great
impact on organizational corporate growth. Application of public
relations tools towards retaining, creating mutual understanding and beneficial
relationship between company and its general public is a heckling task that is
constantly yearning for positive response, in other to minimize the damage to
the company’s reputation and the same time try to take advantage of any benefit
that can be obtained from it. This consists of the following:
· Method
adopted to respond to both reality and perception of the growth
· Determining
the metrics to define what constitute a growth and what could lead to corporate
growth
· Identifying
which media to be used in anticipating , responding and reaching out to the
company’s publics.
1.2 Statement of problem
The credibility and reputation of any organization is
heavily influenced by the perception and trust such corporation enjoys from its
public. The public relations tools applied in creating goodwill and maintaining
mutual understanding between organization and its public in a timely manner
makes the organization competitive in a volatile marketing environment.
However, arriving at this competitive edge is a near impossible task that
organizations in recent times are not finding it easy due to their inability to
ensure open and consistent application of the various public relations tools
available to them for corporate growth. This is so due to the fact that
organizations apply lip-service and budget nearly zero amount for public
relations programs.
1.3 Objective of the study
The main objective of this study is to assess the
application of public relations tools for corporate growth while specific
objectives are as follows: to
i. determine whether there is relationship
between public relations tools and corporate growth
ii. evaluate
whether public relations tools contribute to organizational corporate growth
iii. determine
the effect of public relations tools in organizational corporate growth.
1.4 Research question
The following research questions guided the researcher
in assessingthe impact of the application of public relations tools for
corporate growth;
i.
what is the relationship between public
relations tools and corporate growth
ii.
to what extent does public relations tools
contribute to organizational corporate growth
iii.
how does public relations tools affect
organizational corporate growth
1.5 Research hypotheses
In the light of this research work, the researcher
formulated the following hypotheses;
Ho1:
There is no significant relationship between public relations tools and
corporate growth
Ho2:public
relations tools do not contribute to organizational corporate growth
Ho3:public
relations tools are not effective in organizational corporate growth
1.6 Significance of the study
This study will be very useful to public relations
practitioners and management of organizations as it will provide them with
useful information in formulating and applying public relations policies and
also help them in maintaining industrial harmony occasioned by mutual employee,
customer and community relations in the face of structural and business changes
associated with global corporate integration.
Students also are bound to find this study interesting
as it will afford them the opportunity for further studies in related field.
1.7 Scope of the study
The scope of this research work is the assessment of
the application of public relations tools for corporate growth with special
emphasis on Nigerian bottling company plc 9th mile Enugu sate.
1.8 Limitation of study
This study faced a lot of limitations which include
finance, paucity of data, non-availability of data in organization, as well as
timeliness of its acquisition, attitudinal incline of custodians of data who
may not be so willing to release them due to officialdom or bureaucratic
bottleneck. Lack of time, and risk of traveling by road also contributed to the
limitation of this study.
1.9
Definition of terms
Public
relations: This is the management of communications
and relationships to establish goodwill and mutual understanding between an
organization and its public.
Market
growth: It is an
increase in the demand for a particular product or service over time
Customer
relations: It entails all aspect of interactions a
company has with its current and future customers in other to attract and
maintain them
Dealers
relations: It is defined as all aspect of
interactions a company has with both current and future individuals or firms
that buy its products and services
Community
relations: It is an approach by which organizations reach out
to its host community through the development and implementation of community
outreach programs including social and community awareness incentives.
Corporate
image: This is the overall mental picture of a firm or
business in the minds of diverse publics, such as customers, investors,
employees etc
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