THE ROLE OF PUBLIC RELATIONS IN BUILDING CORPORATE IMAGE

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ABSTRACT

This study is aimed, at pointing the role of public relations department and the practitioner in building the corporate image in government parastatals. It is obvious that going by the “Reform Agenda” embraced upon by the present administration lead by Oluseagun Obasanjo, so many groups and organisations are experiencing problems. To be able to survive, corporate organisations are doing a lot of re-organisation. This entails pruning their size so as to reduce their usually heavey expenditures. To some extent, these organization’s corporate images are affected. To survive this, the need for effective public relations practice becomes pertinent. In doing this, relevant literatures were reviewed. It is obvious from the review that public relation remains as important tool available to any organisation that desires to survive. For the purpose of this study, survey method of social science research was employed. The questionnaire approach was also employed to ensure that varying and venous shades of opinion about the subject of the research were obtained. Four hypothetical questions were formulated and tested using chi-square technique at 0.05% probability level for appropriate inferences. The hypotheses received statistical support.

TABLE OF CONTENTS

TITLE PAGE

APPROVAL PAGE

DEDICATION

ACKNOWLEDGEMTN

ABSTRACT

TABLE OF CONTENT

CHAPTER ONE:         INTRODUCTION

• THE HISTORY OF NIGERIAN AIRWAYS
• THE OBJECTIVES OF NIGERIAN AIRWAYS
• STATEMENT OF RESEARCH PROBLEM
• OBJECTIVES OF THE STUDY
• SIGNIFICANE OF THE STUDY
• RESEARCH QUESTIONS
• RESEARCH HYPOTHESIS/NULL HYPOTHESIS
• DEFINITION OF TERMS –CONCEPTUAL
• DEFINITION OF TERMS OPERATIONAL
• ASSUMPTION
• LIMITATIONS OF THE STUDY

CHAPTER TWO: LITERATURE REVIEW

• THE ORIGIN AND CONCEPT OF PUBLIC RELATIONS
• THE PLACE OF PUBLIC RELATIONS IN AN ORGANISATION
• CORPORATE PUBLICS
• CORPORATE IMAGE
• SOCIAL RESPONISBILITY
• THE PUBLIC RELATIONS PRACTITIONER
• SUMMARY OF LITERATURE REVIEW

CHAPTER THREE: RESEARCH METHODOLOGY

• RESEARCH METHOD
• RESEARCH DESIGN
• POPULATION AND SAMPLE
• MEASURING INSTRUMENT
• ANALYSIS

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

• SUMMARY
• RECOMMENDATIONS
• CONCLUSION

BIBLIOGRAPHY

CHAPTER ONE

INTRODUCTION

          In any organization, the need to maintain the image of the organization is of great importance hence this study surveys the role of public relations in building corporate image. It set out to find out whether Nigerian Airways Enugu, has in any way established rapport and good will in the course of its dealings with the various publics. It will also identify whether the customers   are satisfied with the services of the organization. This study will also x-ray how far the public relations roles has helped or will help to co-ordinate the organization and its various publics.   If the publics perception of the Nigerian Airways image when determined is bad, then the researcher would be in a position to advise and make necessary recommendations that will enhance its image. More so the study will contribute to the knowledge of generality of Nigerians in their guest for enhancement of corporate image in government parastatals.

Nigerian Airways is a public corporation and business enterprise and as such is required to succeed. As a public institute devoted to the servicing of the public interest it must have the interest of its publics as a major consideration in the bid to achieve public co-operation and acceptance. As a business institution, the Nigerian Airways must use business principles to operate in such a way that it becomes economically independence against crumbling.

Against this background, Nigerian Airways instituted the public relations department to help foster the activities of the organization in order to achieve its aims and objectives. This is so because no business oriented organization can make any meaningful achievement without the help and use of a public relations practitioner. It is easily identifiable that the basic philosophy underlying public relations practice is of prime importance in all spheres of activities. The public relations man engages himself in doing good and trying to get credit for the good he has done. This involves wining friend keeping them and influencing them as well as others. It also involves looking good by building and sustaining good image or good will through good deeds that will win favourable considerations for Nigerian Airways Enugu among members of the public.

Public relations, by definition according to Frank Jefeckins states that public relations is the process of assessing consumer wants, establishing communication, fostering goodwill so that the consumer wants or needs can be profitably satisfied”.

Another definition according to the editors of public relations news states that public relations is a “a philosophy and function of management, which evaluates public attitudes, identifies the polices of an individual or organization with public interest and execute a programme of actions to earn public understanding and acceptance”

From these definitions, it is obvious that the public relations man blends the public interest with that of the organization for optimal achievement. It also identifies the need for the public relations man to evaluate the public attitude and conception of the organization with the aim of attaining and eliciting favourable actions where necessary.