CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND
TO THE STUDY
Many scholars have contributed to the
success of defining what public relations is, Some scholars believed and wrote
on it as act (deed) representative (representing) a group or organization.
Public relations is deliberate planned
and sustained effort to establish and maintain mutual understanding between an
organization and its public. British Institute of Public Relations (IBPR).
According to Roger Hayward as quoted by
Adegoke (2001:1)says that public relations is the propagation of the
personality of the organization. This states the importance of communication
between the organization and its public” Roger Hayward’s definition has
something to do with the British Institute of Public Relations (IBPR)
definition because both state the duty of public relations officers in
promoting, projecting and representing the organization and at the same time
relating with the publics of the organization both the internal and
external public. Public relations project the management personality
of which the public relations department represents, through their activities
with the use of their perspective tools (i.e. Print and electronic media).
The aim is to create favorable
atmosphere between an organization and its public. Sam Black (1962: 62)
asserts that public relations involve anything that is focused, improving and
enhancing the flow of communication between institution and its public.
The main words that can be draw out
from Sam Black definition in the crucial role- played by any (if
any)public relations department through the means of using mass
media.
However, in this research work,
impartial assessment will be done, on the role of public relations in enhancing
customers’ satisfaction as the main crucial and prominent tool in business
success.
While customer
satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a
company meet or surpass customer expectation. Customer satisfaction is defined
as "the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals. In a survey of nearly 200 senior
marketing managers, 71 percent responded that they found a customer
satisfaction metric very useful in managing and monitoring their businesses.
It is seen as a
key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and
increasingly has become a key element of business strategy.
"Within
organizations, customer satisfaction ratings can have powerful effects. They
focus employees on the importance of fulfilling customers’ expectations.
Furthermore, when these ratings dip, they warn of problems that can affect
sales and profitability. These metrics quantify an important dynamic. When a
brand has loyal customers, it gains positive word-of-mouth marketing, which is
both free and highly effective.
Therefore, it is
essential for businesses to effectively manage customer satisfaction. To be
able do this, firms need reliable and representative measures of satisfaction.
1.2 STATEMENT OF
THE PROBLEM
This research has observed that in so
many organizations, especially profit oriented firm, management do focus on how
to maximize their profit at the expense of their customers. The
management does not as we realize the potential of public relations activities
in building and enhancing a good image for the success of the organization.
While customer remain a power, bedrock of every successful organization which a
serious firm will never toy with. This research focuses on how public relations
can enhance customers satisfaction in this competitive world.
1.3 OBJECTIVES OF THE STUDY
i.
To examine the role of public relations in an
organization.
ii.
To highlight ways by which an organization can use
PRs in satisfying customers.
iii.
To study the techniques PR can adopt in enhancing
customer satisfaction.
iv.
To study the public relations media that can
facilitate customers’ satisfaction.
v.
To x-ray the quality expected of PRs in a profit
making firms.
vi.
To let the public relations office aware of
intermediary role in an organization.
vii.
To examine some of the challenges facing public
relations.
1.4 RESEARCH
QUESTIONS
i.
To what extent can public relations be used in
enhancing customers satisfaction?
ii.
Does management sees public relations as a
veritable tool of satisfying customers.
iii.
To what extent has public relations given free hand
to operate in an organization towards the goodwill of the organisation?
iv.
Do customers trust public relations information /
message emanating from the organisation?
v.
To what extent does PRs bridge the communication
gap between management and customers.
1.5 SCOPE OF THE
STUDY
With the selection of PZ Nigeria Plc as
a case study, this project work has been limited because visiting all company
in Nigeria cannot be possible. However, the demography of the workers and
management of PZ Nigeria PLC such as: age, sex, working experience, academic qualification
will be considered before the distribution of questionnaires.
1.6 SIGNIFICANCE
OF THE STUDY
Work like this will benefit a lot of
people, few among the beneficiaries include but not limited to undergraduates
and graduates of mass communication, marketing, advertisers and public
relations.
It will as well benefit the public
relations practitioners on what is expected of them in a company. It will serve
as eyes opener to the management of higher institution of learning the need to
have a functioning public relations department or unit in their campus.
In addition, this research work tries
to provide satisfactory answers to some questions that are disturbing the mind
of policy formulators, students and researcher.
Moreover, policy formulators will
benefit from this research work because they will be able to identify the
usefulness of public relations to them on policy formulations and corporate
management.
1.7
LIMITATIONS TO THE STUDY
There is no gain saying in the fact
that research work like this cannot be written without some hindrances that
include but not limited to this following:
- Time is another hindrance as there is just
limited time to complete the research work.
- There is also a financial constrain in
carrying out this research work.
- There is little literature available under the
topic to consult.
1.8 DEFINITION
OF THE TERMS
Public Relations: Public relations is deliberate planned
and sustained effort to establish and maintain mutual understanding between an
organization and its publics. British Institute of Public Relations (IBPR).
Customer: A person buying
goods or service from organization.
Satisfaction: Fulfill the
needs or meet a demand or desire need.
Enhancing: Improving or
increasing the quality, value of something.
Role: It is the
responsibilities or functions or impact.
Publics: These are the
different publics an organization deals with.
