THE EFFECTIVENESS OF PUBLIC RELATIONS IN SERVICE INDUSTRIES (A CASE STUDY OF ENUGU STATE UNIVERSITY OF SCIENCE AND TECHNOLOGY (ESUT), ENUGU). A RESEARCH PROJECT MATERIAL ON MARKETING

Abstract

          The purpose of this study was to know the effectiveness of public relations in service industries. A case study of the Enugu state university of science and Technology (ESUT) Enugu.

To guide this study, three hypotheses were formulated. A review of related literature was done to expose the researcher to what has already been done to ensure solid conclusion for the study. A structural questionnaire was developed and administered by the researcher to respondents comprising of the students and staff/management of the institution. The data collected were from both primary and secondary sources and were duly analysed and presented in a manner in which they could be easily be understood and applied by whosoever may be interested in the work and its findings.

From the analysis, the following findings emerged

a.            Majority of the students are not aware of the services provided by the public relation school of the institution.

b.           Public relations activities of ESTU has led do industrial harmony, this is evidenced by the fact that there has not been major strikes that lasted for a long time.

c.            Public relations activities of ESTU also led to impact positions on student’s patronage of the institution.

Based on the above findings, the researcher made the following recommendations that:

a.            ESUT public relations department should be well funded to enable them acquire more sophisticated equipments to improve public relations activities.

b.           ESUT should up grade the quality of the service they provide by creating awareness so that all may know about them.

c.            Public relations functions should be clearly defined to avoid confusion in the institution.

From this, the researcher concluded that public relations is a potent tool for marketing of goods and services, ESUT must embrace it for the satisfaction of its numerious publics.

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

Public relations has become a potent marketing tool in modern business management in recent times. Its influence is being felt on both big and small firms with the influence of even greater expansion. It is important for management organization including tertiary institutions to understand its potential and limitations.

  Nwokoye (1984:212) defined public relations as the activities of co – operations, union, government or other organisations in building and marketing sound and productive relations with special public such as customers, relations employees or stock holders and with public at large so as to adopt itself to its environment and interpret itself to the society.

Bush and Houston (1995:200) noted that public relations is management functions which evaluate public attitude, identifies policies and procedures of an individuals or an organisations with the public interest and execute a programme of action to earn public understanding and acceptance.

Chukwu (2000:3 – 4) stated that public relations practice is a management philosophy aimed at doing everything possible to create good relationship between one organization and its publics.

Public Relations is aimed at making friends for the organization and building internal and external good will on the reasonable assumption that these are strongly needed for an organization to remain in business and make profit with the increase in the activities of an organization. The need for an adequate communication between the organization and those who in one way or the other are affected by these activities of the organization becomes more imperative. An organization while wanting to remain liable, need to have good relations with its employees, consumers of its products and services, future investors, stock – holders and infact that is the general public. As an organization specialized in manufacturing to potential customers that is up to date, forward looking concerned to produce and offer the best goods and services for the rice it charges and make sure that its customers are really satisfied.

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THE EFFECTIVENESS OF PUBLIC RELATIONS IN SERVICE INDUSTRIES (A CASE STUDY OF ENUGU STATE UNIVERSITY OF SCIENCE AND TECHNOLOGY (ESUT), ENUGU). A RESEARCH PROJECT MATERIAL ON MARKETING