APPLICATION OF PUBLIC RELATIONS TOOLS FOR CORPORATE GROWTH (A STUDY OF NIGERIA BOTTLING COMPANY)

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Product Category: Projects

Product Code: 00008203

No of Pages: 64

No of Chapters: 1-5

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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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