CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
In fact the subject of public relations is not new and it has been there and in practice since time immemorial. Man has always tried and wanted to communicate to make him understand, e.g. pictograms (Chinese characters still an example). 1000 of years ago wall paintings in the caves of premature people, writings on tablets of stone, ancient buildings, pyramided early temples, mosques, care paintings in Zimbabwe bear pictorial messages. Holy books also communicate and tell people about faith so, it will be appropriate to say that public relations are as new as civilization.
Now a days PR is misunderstood and supposed to try and create a favourable image or climate of opinion and or improve a tarnished image. This is not true, this is only marketing and advertising which is only a segment of PR. PR is about createing and understanding through knowledge which often involves effective change. So it menas that PR is a form of communication which applies to any sort of organization, commercial or non-commercial in the private or publci sector
The universally accepted definition of public relations as per Edward Burney’s popularly known as the father of public relations is that: It is a planned and sustained effort to established and maintain mutual understanding between an organization and its publics. However, Quentin Bell, another public relations consultant thought the word “Persuation” would be better than “mutual understanding”. For better understanding if we take the two initial of the world public relations i.e. P and Rl, “P” for performance for public and “R” for result as against Relations.
1.2 Aims and purpose of the Study
The aim of this research work is to analyze the role of public relations in marketing of Burxin paint industry.
1.3 Objectives of the Study
The broad objectives of this study is to determine the extent to which public relations has been used in building a sustainable corporate image for Specifically, the study objectives are:
i. To determine whether Burxin utilizes public relations in building a
sustainable corporate image.
ii. To ascertain how organisations like Burxin’s management is carrying out public relations activities that will enhance and sustain its image.
iii. To determine the types of public relations practiced for specific crisis in an organisation.
iv. To determine the factors which encourage or hinder the practice of public relations in an organisation like Burxin.
v. To find out the extent the usage of public relations activities has contributed to
the positive image of an Organisation.
1.4 Research Questions
Effort will be made to provide relevant answers to the following questions in the course of this research work;
i. To what extent does an organisation utilize public relations in building
a sustainable corporate image?
ii. How does the management of organisation carryout public relations activities?
iii. What are types of public relations practiced for specific crisis in organisation
iv. What factors encourage or hinder the effective practice of public relations in
organisation?
v. How has the usage of public relations activities contributed to an organisation?
1.5 Significance of the Study
This research will conceive in full realization of the various interests it would serve. The corporate institutions and public relations practitioners would likely be activated by the findings to invest their utmost creative abilities in marketing communication- commensurate with current image building challenges facing their esteemed profession.
To the public relations and mass communication students, the study is intended to motivate further study on other much unattended subject matter on product branding, and provide them with a storehouse of knowledge as well as provide direction to enable them exercise high prudence in their daily economic decisions especially on how they brand themselves.
The study will also provide corporate marketing executives in Nigeria with an insight into the dynamic nature of image branding activities in the economy.
1.6 Justification of the study
It is assumed that after this study, the public relations officer would be in a better position to know the best strategy to promote the corporate image of his organization. He would be in a position to make nice goodwill for the organization as to increase its profits.
However, the management of the organization would be in a position to equip the public relations officer, so that he can discharge his duties efficiently.
1.7 Operational Definition of Key Terms
Publics: Publics are specific groups of people who are linked by common interest or problem heath.
Public Relations: Is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics.
Corporate Image: Is the set of meanings by which a corporation is known that can be used by the observer to describe, remember and relate to it via the interaction of beliefs, feelings, perceptions, and impression.
Organization: This is a group with special purpose of coming together as one to operate a business venture. It could be government or private owned.