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PUBLIC
RELATION AS AN EFFECTIVE INSTRUMENT FOR ATTAINING CO-OPERATE OBJECTIVE
ABSTRACT
The study
was necessitated by the need to find out the Public Relation Principles and
practice in the attainment of the corporate gaols of an organization, thus this
topic Public Relation a s an Effective Instrument for attaining Co-operate
Objectives; a Case study of PZ Industry Plc, Aba, we were made to understand
that public relation principles has often been understood in effect and that
most organization only involved themselves in production of goods and services
failing to realize what public relations principle can do in promotion of these
goods and services. Secondly, it has to do with current literature review
relevant to the study of public relation activities in an organization.
Methodology indicated the research design data collection instrument and the
method used. Again, the presented data collected were analysed based on the
response collected from both the questionnaire and oral interviews
classification of sample unit were also stated here. Finally presented the
summary of findings restatement of problem in the process of the presentation
and analysis of data collected in the period of the study, several revealing
findings emerged. Conclusion from the data collected, presented and analysed it
was concluded by the researcher that the management of PZ Industries Plc have
adequate knowledge of Public Relation Principles recommendations and suggestion
for further study.
TABLE OF
CONTENTS
CHAPTER ONE
1.1 General
description of study
1.2 Brief
history of the company
1.3 Problem
statement
1.4 Purpose
of study
1.5 Relevant
research question
1.6
Statement of hypothesis
1.7 Scope of
the study
1.8
Significance of the study
1.9
Definition
CHAPTER TWO
2.1 Review
of literature
2.2 Model
and/or theories relevant of the study
2.3 Current
literature on the study
CHAPTER
THREE
Research
methodology
3.1 Research
design
3.2
Description of study population or area to be covered
3.3 Sample
plan
3.3.1 Sample
frame
3.3.2 Sample
size
3.3.3 Sample
procedure
3.3.4 Sample
method
3.4
Description of data collection
3.4.1
Primary data
3.4.2
Secondary source of data
3.5
Administration of the data collection instruments
3.6
Limitations of the study
CHAPTER FOUR
Presentation
and analysis of data
4.1
Presentation of data in accordance with research question
4.2
Hypothesis
4.3 Analysis
of data
4.4 Decision
of result
CHAPTER FIVE
5.1 Summary
5.2 Findings
5.3
Conclusion drawn from findings
5.4
Recommendation
5.5
Suggestion for further studies
CHAPTER ONE
1.0
INTRODUCTION
The image
and goodwill of any organization have become one of the cordial objectives in
modern management. This is because in the course of a company’s business
operations, it deals with numerous “publics” these publics are like pressure
groups whose actions and opinions can determine the growth and survival of the
failure of the drawn up a delibrate and planned programme to build. Maintain
and sustain cordial relationship and mutual understanding between itself and
its publics because this will go a long way to determine the attainment of the
company’s objectives. For these reasons image making and goodwill are here
termed intangible assets, which are highly marketable any time any moment. As
sales bring cash for today any marketing brings money forever, and for any
company to market between itself and its publics. This can only be effective
through good public relations programme in the organization.
AMONG THE
PUBLIC RELATIONS PUBLICS ARE
The press
relations, shareholders relation employees’ relations, customer relation,
community relation and supplier’s relations
The
researcher concentrated on employee’s relation public and consumer relation
public this public are most sensible among the publics maintenance above. To
ensure productivity in a company the employees must be satisfied, and to ensure
high sales volume, the consumers must also be satisfied.
Therefore,
business managers must recognise these publics opinions, beliefs, culture,
values, needs and want in the formulation of their corporate policies and
decisions, so that a proper integration of the organizations needs and the
public needs with yield a better result for the organization. The integration
of both can only be achieved through dialogue, mutual understanding as cordial
relationship built and sustained overtime, this is the primary function of
public relations.
1.1.1
PROFILE OF THE COMPANY OF CASE STUDY
Paterson
Zochonis (PZ) industries limited was incorporated on 14th December 1984, under
the name of P. B. Nicholas and company limited to take over the soap making
activities of Mr. P. B. Nicholas who had some years prior to that data
established factory for that purpose Paterson Zochonis and company limited
Manchester (PZ) subscribed 75.5 percent of the company’s issued share capital and
has since directly or through subsidiary companies, retained the controlling
interest.
Paterson
Zochonis itself incorporated is England in 1884 because a public company quoted
on the London and northern stock exchanges in 1954. Its principal activity is that
of general merchants in West Africa, and it has been established in
This
capacity in Nigeria that venture in Nigeria, Ghana and Sierra Leone, and
textile wholesaling in the United Kingdom, In 1951 Mr. P. B. Nicholas sold out,
this interest in the company to PZ two years later, the company changed its
name to Alagbon industries limited, and in 1960 adopted the name associated
industries limited. During the same years the company achieved its first
indigenous Nigeria equity participate and by the end of 1972, it has sold to
percent of its shares capital to indigenous Nigerians.
After
incorporation in 1948, new factory building were erected and modern soap making
equipment installed at Aba, thereby creating one of the earlier major
industrial manufacturing units in Nigeria. The company’s facilities were
further develop during the 1960s both by addition to the soap cosmetics and
factory premise at Aba are no longer used for manufacturing purpose but
extensive factory and administrative premises have been build of there over the
years during the years 1967 to 1970, manufacturing operations at the Aba
factory were disrupted, and in consequences, the company opened in rented
premises in Lagos a factory which enabled it to maintain supplies of all but
its soap products to its customers. This manufacturing unit eventually moved to
modern, purpose built and equipped factory premises on company property in the
ILUPEJU industries estate near Lagos
The
company’s range of product includes bar and tablet soap, perfumery cosmetic,
confectionary medicaments and pharmaceuticals, all of which are distributed
throughout Nigeria with bluffer stock held at strategic centres.
The company
(PZ) is well know through its duck, premier and joy soaps, Robb ointment mint
super mints, jet hair cream, Venus de Milo range of cosmetic, Dan Fulani Pomade
elephant A. P. C. etc.
In addition,
the company has significant export of glycerine and oil cakes, by product of
the soap making process, which utilizes substantial tonnages of palm oil and
other vegetable oil purchased locally. The increasing popularity of detergents
indicated by market surveys and the close end use associated between the
company’s existing soap products to include detergents. Factory premises for
the purpose were erected at ILUPEJU, and 2973 one more major product was added
to the company’s already wide range.
Paterson
Zochonis industries limited is one of the leading manufacturing companies today
in Nigeria it is being faced with intended competition from other horizontal
manufacturing companies like, Elegance industries, Liver brothers, the united
African company (U. A. C) SmithKline beechen etc. But will organize communication
to its “public” it will continue to defend itself as a leader in the markets.
It major challenges remains how to sustain and improve on its capacity to
deliver competitive quality product in a more cost effective way in the future.
MANAGEMENT
STRUCTURE OR PZ INDUSTRIES PLC
Chairman/CEO
Managing
Director
Finance
manager
1.2
STATEMENT OF THE PROBLEM
Public
relation is very important hence it is of regarded as the nearest tools to
achieve team work. As regards this attribute there existed problems inherent in
the management of human resources since customers are becoming educated and
sensible, a close relationship with then seems to be the ideal promotional
tool. Hence management should see conflicting culture and values as a problem.
These the researcher will find out the course of study.
Public
relation has communication as its major tools of accomplishing its goals.
Therefore, there is always problem in the communication system in author is
therefore poised to highlight problem areas and how to improve communication
programme to avoid distortion and misconception.
In addition,
some companies tends to consider other factors such as price, quality, quantity
and sale volume of their production as a yard stick to evaluate accomplishment
of the corporate objective. The researcher would look into the roles the public
relations principles are playing alongside those factors.
1.3
OBJECTIVE OF THE STUDY
The
objective of this research is to intimate managers of resources in organization
that a sound relationship with “public” through public relation is the only
ideal promotional that can ensure there continually in business and that this
cannot be attained in isolation of the correct channel of communication between
the organization and its publics is the focus which managers should see as
second to non.
1.4 RESEARCH
QUESTION
The
following are the research question, which this research work is set out to
tackle.
A. Does the
goodwill of the organization have any effect on the company’s well being
B. Can
public relation achieve the profit goals of the company
C. Does the
image of the product or company has as any effect on consumer buying decision
D. Does
public relation and its principle have any effect on employees and consumer’s
attitude
E. Does the
cost of public relation have effect on the total profit of any company
F. Is
lobbing a public relation tools the same thing as bribery and corruption
1.5 RESEARCH
HYPOTHESIS
The research
used Hi and Ho in his hypothesis
Ho: That
Public relation is an effective instrument for attaining corporate objectives.
Hi: that
public relation is not an important instrument for attaining corporate
objectives.
Ho: Absence
of public relation department result in failure to achieve its corporate goals
Hi: Absence
of public relation department does not result in failure to achieve its
corporate goals
Ho:
inadequate funding of public relation activities negatively affect corporate
image
Hi:
inadequate funding of public relation activities does not negatively affect
corporate image
Ho: lack of
basis training by public relation practitioner’s lead to poor corporate output
Hi: lack of
basis training by public relation practitioner’s does not lead to poor
corporate output
1.6
SIGNIFICANCE OF THE STUDY
The
importance of public relation and its effect on the company’s public cannot be
overemphasized it is agreed by public relation practitioner’s that the benefits
derive from the practice of public relation is more than the cost, it well and
effectively applied to this end, the significance of this research is to help
and encourage not only those already in business and management general, but
also prospective investors and managers of tomorrow, to see public relation as
the right tool for achieving corporate objectives of their organization.
1.7 SCOPE OF
THE STUDY
The scope of
the study is limited to Abia state where the company is situated. Specifically
staff and customer of the organization is Abia state would form the scope for
local government and a good number of staff of PZ would be sampled for this
purpose. The local government area included.
Aba South
Local Government Area
Aba North
Local Government Area
Obingwa
Local Government Area
Ugwunagbo
Local Government Area
1.9
DEFINITION OF TERMS
A PUBLIC:
Public is any group that has an actual or potential interest in the impact on a
company’s ability to achieve its objective P. Kotler (1988 P144)
B. IMAGE:
this is a mental picture or ideal concept, view opinion of something or
somebody as product help by the public.
C. CORPORATE
IMAGE: name hold or belonging to a corporate or idea such as corporation builds
for it could be favourable and it could be unfavourable.
D. OPINION
AND ATTITUDE: Belief or judgement not founded on complete knowledge what the
majority of the people or group fell; believe or think about somebody or smog,
such opinion could be bad or good, high or how are changes the attitudes of the
person.
E. CORPORATE
OBJECTIVES: The aim of a company point of which a firm directs its human and
other material resources to achieve a particular set goal.
F.
COMMUNICATION: In this context it has to do with the imparting of ideas and
making one understood by others communication is the act of inducing other to
interpret an ideal on the manner intended by the speaker or writer. If we
effect a communication of ideas, we have established common meeting ground for
understanding.
G. GOODWILL:
A well-established business with friendly feeling the internal and external
environment. A company’s goodwill in the balance sheet is an intangible asset,
and it saleable through franchise, licensing and joint ventures.
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