Effect of public relations as an instructment for the achievement of an organization objective a case study of PHCN

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ABSTRACT

This work is aimed at looking into the Effect of public relations as an instructment for the achievement of an organization objective a case study of PHCN. Power holding company of Nigeria is anorganization with network of branches. Public Relations role in Power holding company of Nigeriacannot be over emphasized because the services of PHCN must satisfy the aspirations of its publics. This research identifies how public relations can help in maintaining high acceptable corporate identity, corporate image and corporate communication in PHCN, Osun State. The survey research method was used in this study as the population was picked amongst the staff of PHCN and their Customer. Copies of questionnaire were administered to the respondents to elicit information that helped in the organisation of data and presentation. The researcher showed that public relations can help in uplifting the image of Power holding company of Nigeria, Osun State. The researcher recommended that Power holding company of Nigeria, Osun Stateshould consult a public relations practitioner in dissemination of information to its publics.

CHAPTER ONE

INTRODUCTION

1.1 Background of the study The term “Public Relations “was used for the first time in the United States and the UnitedStates Post Office Railway Union and in the first decade of the twentieth century, this country was created the office of public relations at the institute. In 1906, the first private company which the public services offered to its customers was created. In 1987 Association of Public Relations (IPR) provides a definition of public relations, which is still used. In this definition, PR is planned and continuous efforts to establish and maintain goodwill and understanding between an organization and its target audience (Skandari, 2004). Words “planning” and “continuous” show that goodwill and understanding itself does not obtained easily and in fact, must “create” and “maintain” and also determined that public relations activities are planned and the purposeof public relations is to create goodwill and understanding. In last definition of the IPR, PR isconsider method that the organization use to maintain the credibility, products, services or staffwith the aim of obtaining recognition and support. For public relations are also used other words and expressions: Public relations is vital artery and permanent and brain and engine oforganization. Public relations are the art and social science of that link intra-and extra organization together. Public relations draw purpose, and how programs. Public relations are a trusted advisor of manager and all personnel; so it is essential that managers and employees can have cent per cent trust him. Public relations must see everything and everything also showbeautiful. The present century are called the conquest of space, nuclear, computer, laser and but as interpretations index has been named the communications era that would be like a globalvillage (Armour, 2006). Public relations can be bridge linking between people and organizations. According to Lamb and Mc Kee (2005:1), “no formal organisation is an island. Each iscomposed of an internal system of social networks, and each exists within a framework of interrelated systems of relationships with key stakeholders such as competitors,consumers, sponsors, regulators, and the media”. Lamb and Mc Kee (2005:1),therefore, argue that public relations is an important subsystem of an organisation and the effective practice of public relations is integrally bound to the health of anorganisation. As such, it provides the avenue for the organisation to effectively monitor,interact and react with other key groups within the organisational environment. Publicrelations is thought of as the communication and action on the part of an organization that supports development and maintenance of mutually beneficial relationshipsbetween the organisation and the groups with which it is interdependent. The above,therefore, shows that public relations, as a subsystem within an organisation, plays animportant, if not integral, part in ensuring that organisations meet their overall aims andobjectives. Davis (2004:190) argues that many organisations do not show publicrelations as an independent role. This view may be because of the multiple functions ofpublic relations from events organising to marketing or service management. However,public relations can contribute to the success of every function of the business, whetherit be staff relations, marketing or even finance. No activity conducted by anyorganisation can succeed if understanding is lacking, which is why public relationsrelates to the total communication of any organisation, inside and outside. Naidoo (2007:3) argues that public relations has been described as synonymous to marketing. Traditionally, public relations and marketing functioned separately and maintained separate departments in most organisations. However, the functions ofpublic relations are becoming more confusing as the initial scanning of the environment has revealed that certain organisations within the greater Durban area have mergedpublic relations with marketing. Whilst some organisations may view public relations as a separate entity, as opposed to marketing, others see these two functions as fallingunder a common umbrella. It is, therefore, evident that the boundaries between publicrelations and marketing are very blurred. As a result, in some organisations, one willnot find a public relations or a marketing department but rather a communicationsdepartment that is responsible for both public relations and marketing functions. Cutlip, Center, and Broom, (2000:60) maintain that since so many factors influence howpublic relations begins in organisations, public relations’ departments, in some organisations, have large numbers of staff and generous budgets even though the original motivations for their functions have long been forgotten and their mission is not clearly defined. Conversely, many, if not most, organisationsreorganise the publicrelations functions, reduce the number of staff and try to do more with fewer people. Even practitioners disagree about what is the best structure and place for their functionsin various types of organisations. Public relations is, in essence, communications. Itfunctions as a subsystem within an organisation and, furthermore, given recognition,can play a vital role in the management of an organisation. Tench and Yeomans (2006: 4) support this view by defining public relations as: A distinctive management function which helps establish and maintain mutual lines ofcommunication, understanding, acceptance and co-operation between an organization and it’s publics; involves the management of problems or issues; helps management tokeep informed on and responsive to public opinions; defines and emphasises theresponsibility of management to serve the public interest; helps management to keepabreast of and effectively utilise change; serves as an early warning system to helpanticipate trends; and uses research and ethical communication techniques as itsprincipal tools. The above definition contains overall goals, processes and tasks of public relations andpositions the discipline firmly within the organisation, as a management role. Thisdefinition stresses public relations as a communication and management function aimedat establishing and maintaining a positive image amongst groups on which anorganisation depends in order to achieve its mission. Public relations in organisations has evolved tremendously. Some organisations haveopened their doors for public relations professionals. However, it seems that organisations still battle to define the functions and the role of public relations, let alonepositioning the discipline. It is evident that public relations’ activities differ within thevarious organisations. This study, therefore, seeks to investigate the effect of public relations as an instrutment for the achievement of an organization objective a case study of power holding company of Nigeria. 1.2 Statement of the Research Problem Corporate organisations have been embarking on Public Relations to create and maintain a mutual understanding with their publics. Therefore, the statement of problem is to know the relevance of Public Relations in a corporate organisation, using Power holding company of Nigeria of Osun State as a study. 1.3 Objectives of the Study 1. To know whether organizations should continue in Public Relations. 2. To find out whether Public Relations is expensive or not. 3. To know how Public Relations helps in creating and maintaining a mutual understanding between an organization and its publics. 4. To determine whether Public Relations can help in achieving organization objective. 1.4 Research Questions 1. Has the Public Relations practice of PHCNOsun State been able to create and secure understanding on the part of the publics in order to patronize the organization? 2. Does PHCN derive her continues profit posting as a result of efforts of the Public Relations outfit of the Organization? 3. Has the Public Relations program of the PHCH Osun State contributed to the overall improvement the PHCN? 4. Does the practice of Public Relations in PHCN Osun Statehelp in achieving organization objective? 1.5 Research Hypotheses The following research hypotheses are to be tested so as to ascertain the extent of the effectiveness of public relations as an instrument for the achievement of organization objective. H1: (Alternative): Public Relations practice has been able to create and secure understanding on the part of the publics in order to patronize the organization. H0: (Null): Public Relations practice has not been able to crate and secure understanding on the part of the publics in order to patronize the organization. H2: The Public Relations program of the PHCN, Osun State has contributed to overall improvement of the PHCN. H0: The Public Relations program of the PHCN, Osun State has not contributed to overall improvement of the PHCN. H3: The practice of Public Relations in PHCN, Osun Statehelp in achieving organization objective. H0: The practice of Public Relations in PHCN, Osun Statehelp in achieving organization objective. 1.6 Scope of the Study This study is focused on the Effect of public relations as an instrument for the achievement of an organization objective. For clarity and concise, this study is basically a study on Power Holding Company of Nigeria, Osun State. 1.7 Significance of the Study This study will be of immense help to the following: (1) Customers. (2) Researchers. (3) Power Holding Company of Nigeria. It will help the customers to know about Power Holding Company of Nigeriaand their competency. It will help to provide an in depth knowledge for the better understanding of the relevance of Public Relations in aorganisation to the researcher. It will be of great benefit to Power Holding Company of Nigeria. Thus, it will make the management to recognise that the corporation of the publics is very important to the existence and progress of the organization. 1.8 Operational Definition of Terms It is of importance to define most terms used in the study for clearer understanding. Effect:A strong impact. Public Relations: The deliberate and planned effort to create and maintain a mutual understanding between an organisation and its publics. Corporate Organisation: A united single group that share the same ideology and is recognised by the law.

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