THE IMPACT OF PUBLIC RELATIONS DEPARTMENT ON ORGANIZATIONAL PERFORMANCE (A CASE STUDY OF NIGERIA BOTTLING COMPANY, ILORIN)

ABSTRACT

        This research work investigates the impact of public relations department on organizational performance. The research work study how the public altitudes are being conveyed to the management, how the policies are being managed and formulated and also the consumer’s perspective of the Nigeria Bottling Company’s products.

        It is observed that most research centered on impact of public Relations on Organization but this research focuses on both the impact on consumers and organization activities the company. However, it also investigates the company programmes if it is being effectively utilized or not.

TABLE OF CONTENTS

Title Page

Approval page

Dedication

Acknowledgement

 Table of contents

Abstract

CHAPTER ONE

1.0   Introduction

1.1   background of the study

1.2   Statement of the problem

1.3   objectives of the   study

1.4   Research Questions/hypothesis

1.5   Significance of the study

1.6   Scope of the study

1.7   Operational Definition of Terms

CHAPTER TWO

2.1   Theoretical framework and Literature review

2.1   theoretical frameworks

2.2   Conceptual framework

2.3   Research studies review

CHAPTER THREE

3.0   Research Design

3.1   Research Method

3.2   population of the study

3.3   Sample of the study

 3.4  Instrumentation

3.5   Validity and reliability of the instrument

3.6   Method of administration of instrument

 3.7  Method of data analysis.

CHAPTER FOUR

4.0   Data analysis and result

4.1   Analysis of field performance of the Questionnaire

4.2   Analysis of the demographic

4.3   Analysis of Tables.

4.4   Analysis of research Questions.

CHAPTER FIVE

5.0   Summary, Conclusion and Recommendation

5.1   Summary

5.2   Limitation of the study

5.3   Conclusion

5.4   Recommendation

        References

        Appendices

LIST OF TABLES

Table 4.1  Distribution of respondents by sex

Table 4.2  Distribution of respondents by qualification

Table 4.3  Distribution of respondents by age

Table 4.4  Distribution of respondents by employment status

Table 4.5  Distribution of respondents by religion

Table 4.6  Respondents view on the effectiveness of an organization lying on achieve public relation department.

Table 4.7  Respondents view on public relation department as the only channel that can be used to maintain favourable relationships between the organizations

Table 4.8  Respondents views on public relation department as the only of an organization that increase the organization sales and profit

Table 4.9  Respondents view on the impact of public relation department on the performance of the organization

Table 4.10 Respondents view on public relation programmes being effectively utilized by the organization

Table 4.11 Respondents view on the list of Nigeria Bottling Company

Table 4.12 Respondents view on how the company’s product can be rated

Table 4.13 Respondents view on the impact of the company’s promotional activities 

CHAPTER ONE

1.0   INTRODUCTION

1.1   BACKGROUD OF THE STUDY

        The role of public relation in image making for an organization cannot be over stressed: infact it is the central focus of public relations activities in any organization. it is either the practitioner is trying to create an impressive and acceptable image, sustaining the already created one and/or revamping the battered ones.

        Before going into examining what impact public relations department has on the Nigerian Bottling Company, Ilorin.

        The company programmes include employee relations, financial relations, community relation, crisis communication, government and political relations in the public relations in the public interest, consumer education, other public relations programmes and public relations for small business.

        It was observed in Nigeria Bottling Company, Ilorin, that the sole aim and objective as a profit demanding firm and/or commercial organization’s to satisfy the consumers or buyers and s such, every available efforts must to made to see that a conducive environment, good relationship mutual and friendly ones, are firmly established between the general public. The public relations department in Nigeria Bottling Company, Ilorin is such a one the is concerned with such a highly sensitive issues the is concerned with such a highly sensitive issues that required an intelligent, bold highly competent and professionally skillful one to mange.

        The public relations department in Nigeria bottling company, Ilorin, under the strict control of the public relations executive or practitioner concern itself with making sure that employee of the organization are not denied of what supposed to be meant for them. In order for an organization to survive. The public relations department has very numerous roles or almost unlimited functions to perform both within and outside the organization. some of the roles would be examine strictly, especially those that are performed in Nigerian Bottling Company.

        According to Sam Black (1973), “the fundamental function or purpose of a public relations practitioner’s are to establish a two – way communication to resolve conflicts interest by seeking common grounds or areas of mutual interest and establish understanding based on truth, knowledge and full information (1989:315) – the public relation. Department in Nigeria Bottling Company also has a role or duty of conveying and interpreting public attitudes and reactions to the management for necessary and immediate actions it is equally expected of the department to be able to formulate policies and manage issues within the organization.

1.2   STATEMENT OF THE PROBLEM

        This study is concerned with examining the impact of public relations department on organization performance. Most times, many organizations fold up easily due to unfavourable thinking of the consumer about the company and its offerings. Public relations, therefore, describes the various methods a company organization uses to disseminates, messages about its product, employees, stakeholders, suppliers, service or overall things, or other interested members of the community.

        Several problems are faced at present by many organizations, as there is no firm without its problems, especially a public demanding firm such as Nigeria Bottling Company.

1.3   OBJECTIVES OF THE STUDY

-       To examine how public relations department maintain good personal relations with the employees and the public.

-       To examine how public relations programs ensure the maintenance of a favourable relationship between an organization and its publics.

-       To know how the image of an organization is built, created and maintain.

-       To see how the products of the organizations are being advertised and how the department helps to increase goodwill.

-       To know how organization reputation is being protected.

1.4   RESEARCH QUESTIONS/HYPOTHESIS

1.     Department on the performance of the organization

H₁:   PR has impact on organization performance.

2.     Are the consumers contended with the organization’s products/services?

3.     Are the public relations programs effectively utilized by the department?

4.     Does public relations department maintain favourable relationship between the organization and its publics?

1.5   SIGNIFICNACE OF THE STUDY

        The significance of the study is that organization will be more prudent in their sales and earn reputation/image if the public relations programmes are effectively and efficiently carried out by department.

        The study will enhance the maintenance of favourable relationship between the organization its publics.

        Many organization would wish to include public relations department if they lack one, so as to enhance large sale this yielding substantial profit.

        This study will show how public relations department create awareness about the already existed or the emergence of new product, innovation or discoveries and project it to the outside world.

        The study will tell how the public relations department reflects on trends in political, social, economic and legal thinking to the management.

1.6   SCOPE OF THE STUDY

Variable X                Impact of public relations department

             Y         Organization performance

The study adopts survey to sample both the staff of Nigeria Bottling Company, Ilorin’s opinion and the consumer of the organization’s products/services. The study looks into how the public relations departments utilized their progammes. Research was conducted on the Nigeria Bottling Company, Ilorin.

The study last from January 2012 to July 2012.

1.7   OPERATIONAL DEFINITION OF TERMS

·        Public Relations

·        Organization

·        Performance

·        Programmes

Public Relations – Public relation is a field of activity concerned with building mutual understanding between an organization and its constituent public.

Organization – A group of people who form a business, club etc. together in order to achieve a particular aim.

Performance – The act of performing a task, an action etc. An that involves a lot of effort or troubles sometimes when it is not necessary. How well or bably you do something.

Programmes – A plan of thing that will be done include in the development of something. To plan for something to happen, especially as part of a series A of planed events.

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