ACHIEVEMENT OF ORGANIZATIONAL OBJECTIVE THROUGH EFFECTIVE PUBLIC RELATIONS. A RESEARCH PROJECT MATERIAL ON PUBLIC ADMINISTRATION
1.1 BACKGROUND OF THE STUDY
Public relations can be related as the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends. The achievement of an organizational objective can be affected by the reform of its public relations.
The reasons why some organizations strive well for instance the banking sector is because to improve their profitability, they channel their efforts to public relations. In this age of competitions, there is need for organizations, banks, business enterprises, churches, clubs etc. to engage procedures to improve their performance to the benefits of their consumers and knowing full well that there is competition in vogue.
Public relations is a management tool designed to establish support among a firm’s various internal and external publics (Thomas & Lane, 1990). Another definition stated that public relations includes activities that is built around a favorable company’s image through publicity, and community events (Zeithaml, Bitner & Gremler, 2009). The major functions of public relations are to create and maintain excellent relations with the organization’s internal and external stakeholders, such as persons and private, governmental, and societal entities in general.
Public relations can have a strong impact on public awareness at a much lower cost than advertising (Kotler & Armstrong, 2006). The tools used in public relations are press releases, lobbying, product publicity, investor’s relations, and development. In this article, press releases, public affairs, and lobbying will be discussed. The CEOs of corporate sustainability efforts can use lobbying to persuade public and/government officials to favor a particular position or decision-making (Price & Ferrell, 2003).
Modern public relations has evolved to embrace corporate sustainability; corporate sustainability is built around the organizational structure that embraces public relations theories and practices. Ecological, sociological, and corporate/business elements must be properly promoted internally/externally by utilizing public relations efforts in order to provide the most updated information to stakeholders/employees and the public (Penning, 2007). In reference to the power center of corporate sustainability, organizations need to have CEOs with strategic background, intent, and vision in order to direct public relations to the three target areas specified in this article.
Organizations throughout the world need to understand the value of public relations in an effort to meet institutional goals and objectives. More specifically, the overall organizational strategic plan needs to incorporate public relations initiatives within the short/long term planning to avoid internal/external communication mishaps (Public Relations Society of America, 2013).
Nigerian banks have recognized that effective public relations has become the integrating force which interprets their environment to the bank management, defines objective and building good will through good deeds. In furtherance of these objectives, many banks in Nigeria have introduced extra incentive such as credit cards, weekend banking organization all in attempt to provide exceptional services for their customers and to retain old customers, attract potential depositors and win public understanding. Those banks adopting to change trends by creating effective public relations department as a tool to boost cooperate image are currently experiencing increases.
Public relations, in the internal environment area, is directed to both the entire organization and to its individual departments and units. Internal communication and good internal communication channels are of paramount importance.