EFFECT OF PUBLIC RELATIONS ON THE CONSUMER (A CASE STUDY OF PREMIER BREWERIES PLC)

EFFECT OF PUBLIC RELATIONS ON THE CONSUMER (A CASE STUDY OF PREMIER BREWERIES PLC)

ABSTRACT

This work is a study of the effect of public relations on the consumer. It users premier breweries Plc as a case of study.

The research has employed oral interview for the collection of data this millennium. The work establishes the effect of public relations on the consumer.

The work also offers a useful suggestion on how to transform the effects of public  relations on the consumer  into the contemporary  use.

Finally, the are useful summary, recommendations and conclusion in the study which will be of help to scholars who could undertake studies relating to the topic.

CHAPTER ONE

1.0 INTRODUCTION

Today, in the estimation of those who claim to be experts in the areas of communication management, nearly 500 companies worldwide have created executive post for communication managers. These position usually, if not always, are part of the public relations efforts.

The task of these managers basically is to assist their organizations define and deal with that effect them. Business, have had to increase their public policy roles in recent years, they have come to realize  that it is crucial  to scan, monitor, track and analyze the many  external forces surrounding the business world, consumers  and the environment.

In Nigeria, the public relations (PR) manager or any manager in charge of public relation will have to work very hard to meet the challenges of public relation communication in modern complex business, and also meet the challenges of public relation communication in rural areas where the business are increasing as a result of the current government policy on rural development. The brewery industry, for instance, is one areas that cannot be neglected.

The capacity to mobilize, coordinate, and direct all strategic policy planning skills, towards achievement of objective are meaningful participation.

1.1     BACKGROUND OF THE STUDY

A renowned practitioner, Dr. rex Harlow says that: public relation is a destructive management function which helps establish and maintain mutual lines of communication understanding, acceptance and cooperation between an organization and its publics, it involves the management of problems or issues, helps management to keep informed and responsive to public opinion, uses research and sound ethical communication technique as its principles tools.

Public relation is at the heart of modern management and communication is an indispensable tool, thus we find one existing in premier Breweries Plc. The aim here is to expand ones knowledge of public relation in management, examine in detail the role of public relation department and the use of  communication in effectively carrying out its duties in terms of the organization the product (s) and the consumer.

A major concern of this study is to highlight as well as expose the manner in which the organizations public relations has been executed and adopted more effective plans and strategies  to replace the previous one (s).

Essentially, it is a proactive any systematic research to identify issues and concerns that currently plague the organization or that may emerge in the next one to three years.

1.2     STATEMENT OF THE PROBLEM

The followings have stimulated this study, with the anticipation of finding solutions to not just problem but all of them:

1. The role and use of  communication as it adversely affects sales, the organization and the consumer,
2. The ineffective performance if the public relation department to halt shrinking consumer purchases,
3. The economic difficulties contained in the depreciation of the naira exchange rate in the parallel market, as it hinders the organization as a whole and the public relation communication efforts in specific.

1.3     THEORETICAL  ORIENTATION

Public relation complain or organizing special events is basically corporate image promotions. It is the image of the organization that is being marketed and, as such could promote or destroy the market  ability of the product or service, otherwise, advertising and other sales activities will fail. In other word public relation is institutional advertising.

For marketing and advertising to succeed, public relation must have created a veritable ground for the product or service through adequate information supported with aggressive and builds from. It is  pursuit of better communication strategies  that will yield long term positive results that shows basically that public relation is necessary in any organization.

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