THE ROLE OF COMMUNITY RELATIONS ON THE CORPORATE IMAGE OF ORGANIZATION QUESTIONNAIRE (A CASE STUDY OF SPDC NIGERIA, OGUTA TOWN). A RESEARCH PROJECT MATERIAL ON MASS COMMUNICATION
CHAPTER ONE
1.1 BACKGROUND TO THE STUDY
The world is constantly becoming sophisticated, complex and dynamic. Public relations as a Profession have continued to play tremendous revolutionary roles in changing the face of the earth. As the human society becomes more challenging and complex, people become more enlightened and aware of their fundamental human rights. This has led to series of crisis and face off among business organizations and their host community.
There is no doubt that most of the activities of these organizations constitute a nuisance to the host inhabitants and put their health at great risk. The paramount objective of every business organization is profit maximization. This would not be achieved without serene business environment.
The concept of community relations is fundamental for effective public relations practice in every organization. The survival of any organization is contingent upon the measure of cordiality and continued acceptance it enjoys in its business premises. A company whose policies do not reflect the desires and aspirations of its host inhabitants is seriously inviting reprisal attack from the community. It is only through good community relations programme that company can improve the quality of life of the host inhabitants.
Community relations entail creating and sustaining environmental friendly programmes and actions of mutual benefit to both the organization and its host community. In business parlance, the transaction of these needs and expectations is regarded as “Corporate Philanthropy” (Nweke, 2001:20).
Corporate social responsibility is a business philosophy which is of the view that organizations in the pursuance of their profit motive ought to be responsive to the needs of the society by meaningful contributing to the socio-economic development of that society.
Organizations that are socially responsible are always rewarded with favourable serene business environment. Thos that are insensitive and don’t live up to expectation are faced with reprisal action. The favourable business atmosphere will make the responsive organizations to flourish, whereas the insensitive ones are distracted by the hostile attitude exhibited by the host community. Their prosperity and progress are stifled.
Good community relations ensure a well planned and sustained corporate identity which inversely plays a paramount role in shaping the corporate image of an organization.
In Nigeria today, community relations is growing very fast and more interest is being taken by organizations and corporate bodies in this aspect of public relations. This is so because of some important factors (Osuji, 1999:951-99).
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