The Role Of Public Relations In Achieving Organization Objectives
(Case Study Of Polaris Bank Plc, FCT Abuja)
Public relations (PR) plays a fundamental role in aligning organizational objectives with strategic communication efforts, fostering brand reputation, and enhancing stakeholder relationships across various platforms. By employing targeted PR campaigns, organizations can effectively manage their reputation, mitigate crises, and cultivate a positive image within their respective industries. Through proactive engagement with media outlets, social media channels, and community initiatives, PR professionals leverage storytelling and strategic messaging to convey key organizational values and initiatives, ultimately driving brand awareness and consumer trust. Additionally, PR facilitates effective communication between internal and external stakeholders, fostering transparency and alignment towards common goals. By integrating PR strategies into overall business objectives, organizations can enhance their competitive edge, strengthen market positioning, and ultimately achieve long-term success in today’s dynamic business landscape.
The main aim of this study is to examine the role of public relations in achieving organizational objectives using Polaris Bank Plc, FCT Abuja as case study. The study adopted a survey research design and with the aid of convenient sampling method, the researcher enrolled 36 participants for the study who are staff in three(3) selected branches of Polaris Bank in Abuja. Well structured questionnaire was issued to the respondent of which a total of 30 responses were received and validated for the study. Data was was presented in tables and frequencies. Result were analyzed using simple percentage, mean and standard deviation which provided answers to the research questions. The study therefore recommends that Managers should ensure that during employment that they give those who are qualified and experienced the position of PR. More so 4.Management board of organizations should create an enabling environment for high performance of public relations. They should be provided with the necessary office equipment and the needed logistics to ensure effective operation and they should not combine their role with administration as this can impede their effectiveness.
TITLE PAGE
Certification
Dedication
Acknowledgement
Table of Content
List of Tables
ABSTRACT
CHAPTER ONE: INTRODUCTION
1.1 Background of the study
1.2 Statement of the problem
1.3 Objective of the study
1.4 Research question
1.5 Significance of the study
1.6 Scope of the study
1.7 Limitation of the study
1.8 Definition of terms
CHAPTER TWO: REVIEW OF LITERATURE
2.1 Conceptual framework’
2.2 Theoretical Framework
2.3 Empirical Review
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction
3.2 Research Design
3.3 Population of the study
3.4 Sample size determination
3.5 Sample size selection technique and procedure
3.6 Research Instrument and Administration
3.7 Method of data collection
3.8 Method of data analysis
3.9 Validity of the Study
3.10 Reliability of the study
3.11 Ethical Consideration
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Data Presentation
4.2 Research Hypothesis
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
Appendix
INTRODUCTION
1.1 Background of the Study
Public Relation is the art and social science of analyzing trends predicting their consequences, counselling organization’s leaders and implementing planned programmes of actions, which will serve the interest of both the organization and its public. It is also a deliberate, planned and sustained effort to establish and maintaining mutual understanding between organization and its public. In all those, public relations covers wide range of activities. It is first and foremost action before statement, the specific process employed for these activities involved research, action, communication, evaluation and efficiency because none of public relations programme is done haphazardly.
This will critically examine and been a search high on the impact of public relations in achieving organization’s objective in commercial organization with respect to Polaris Bank Plc. A research was carried out on the sample size of the management staffs of Polaris Bank plc and questions were administered on the topic in question. All the data analysis and research recommendation also accessible in this report.
1.2 STATEMENT OF RESEARCH PROBLEM
Public relations is as old as humanity. It has been a part of every existence. Every normal person wants to appear to his fellow human being as a decent and honest person. This is sometimes done consciously or unconsciously, for any individual or entity to survive, there must be good will, understanding, cooperation and acceptance. Public Relations thinking has helped to deepen the sense of social responsibility in our public welfare. However, there are certain misconception which some people have of the nature and function of public relations, this people often regard public relation as mere publicity dinning and winning to gain support, a sample means of gaining media coverage, covering up for mistakes, also the word “dishonesty” tend to spring up in some people’s mind. To some, public relations plays a vital role while to others it does not, in solving the assumptions or problems is what this study is all about.
1.3 objective of the study
The broad objective of the study is to examine the role of public relations in achieving organizational objectives. Specifically the study seeks to:
- To establish if public relations practice is relevant to achieving the goals of an organization.
- To identify specific functions that can be performed by public relations practitioners to achieve the goals of an organization.
- To examine how public relations can be strengthened to achieve organizational objective.
1.4 Research Question
- Is public relations practice is relevant to achieving the goals of an organization?
- What are the functions performed by public relations practitioners to achieve the goals of an organization?
- Are there misconceptions hindering the effectiveness of public relations practitioners in performing organizational objectives?
- In what ways can public relations can be strengthened to achieve organizational objective?
1.5 Significance of the study
Public relations is a complex profession, an emerging industry that is at the heart of all communication. Finding from the study will be relevant to organizations, managers and academia. This study is important as it addresses the importance of public relations within an organization. The study provides a framework as it outlined public relations as an integral subsystem within an organization. Organizations can use this study as a guideline in assessing their in-house public relations departments or any other department under which public relations falls, for the overall interest and success of the organization. The study will also contribute to the general body of knowledge and serve as a reference material to both scholars and student who wishes to conduct further studies in related field.
1.6 Scope of the study
The scope of the study borders on the role of public relations in achieving organizational objectives. The study will discuss the misconceptions hindering public relations practitioners for functioning effectively and thus further proffer ways they can be strengthened. The study is however delimited to Polaris Bank Plc, FCT Abuja.
1.7 Limitation of the study
Financial constraint– Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
Time constraint– The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work.
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Public Relations (PR) plays a crucial role in helping organizations achieve their objectives by building and maintaining positive relationships with their various publics, including customers, employees, investors, government bodies, and the general public. Here are some key ways in which PR contributes to organizational success:
- Building and Maintaining a Positive Image:
- PR helps create a positive public image for the organization. It works to ensure that the public perceives the organization in a favorable light, which can enhance its reputation and credibility.
- Effective Communication:
- Public Relation professionals are skilled communicators who facilitate effective communication between the organization and its stakeholders. They convey the organization’s messages clearly and consistently, fostering understanding and trust.
- Crisis Management:
- In times of crisis, Public Relation plays a crucial role in managing communication and mitigating damage to the organization’s reputation. Public Relation professionals are often involved in developing crisis communication plans, responding to media inquiries, and addressing public concerns.
- Stakeholder Engagement:
- Public Relation helps organizations identify and engage with their key stakeholders. By understanding the needs and expectations of stakeholders, organizations can tailor their communication strategies to build stronger relationships.
- Media Relations:
- Public Relation professionals work with the media to ensure that the organization’s messages are accurately and positively portrayed. They facilitate interviews, press conferences, and other opportunities for the organization to share its story with the public.
- Employee Relations:
- Public Relation is essential for maintaining positive relationships with employees. Internal communication strategies help keep employees informed, engaged, and aligned with the organization’s goals and values.
- Publicity and Promotion:
- Public Relation is involved in creating and managing publicity campaigns to promote products, services, or organizational initiatives. This can enhance the organization’s visibility and attract positive attention.
- Social Responsibility and Sustainability:
- Public Relation helps organizations communicate their commitment to social responsibility and sustainability. This can enhance the organization’s image and appeal to consumers and investors who value socially responsible practices.
- Government Relations:
- Public Relation professionals often engage with government bodies to represent the organization’s interests and advocate for policies that align with its objectives. Building positive relationships with regulators can be critical for certain industries.
- Market Positioning:
- Public Relation contributes to the development and maintenance of the organization’s market position by strategically communicating its unique selling points and competitive advantages.
In summary, Public Relation is a multifaceted function that contributes significantly to an organization’s success by managing its reputation, facilitating effective communication, and building positive relationships with various stakeholders. A strong Public Relation strategy is essential for achieving organizational objectives in today’s dynamic and interconnected business environment.