THE EFFECT OF GOOD PUBLIC RELATION AND ORGANIZED CAMPAIGNS ON ACHIEVEMENT OF MARKETING OBJECTIVE (A CASE STUDY OF NIGERIA BREWERIES, ENUGU). A RESEARCH PROJECT MATERIAL ON MASS COMMUNICATION
This research work was on the effect of good public relation and organized campaigns on the achievement of marketing objective with reference to Nigeria breweries, Enugu. Nigeria breweries know that public support and goodwill as well as good corporate image are very important for business success. Tends to be influenced by their publics which includes its staff, shareholders, and customers and of course members of the press. The company is actually very much interested to know its public problem areas and opportunities with the aim to improving the organization’s overall performance to enable them know what their public thinks about the organization and quality of services of the organization to its publics. The researcher therefore decided to embark on this study with the objectives. The objectives of the study are: To examine the role of public relations in building corporate image for organization in Nigerian with emphasis on Nigeria breweries and determine the extent to which Nigeria breweries has used public relations to achieve her marketing objective. To determine the extent of public Relations messages accessibility to their publics and also find out whether public relations practices influence the opinion of their publics. The literature review describes the various Role of public relations executives in commercial out fit, Strategy and scope of public relations programmes towards achieving marketing objective of an organization. Relevant data based on the scope of the study were collected through primary and secondary data with structured questionnaire as the main instrument administered to two hundred and fifty (250) respondents comprising forty staff, management and customers and members of the press. The questionnaire was highly structured and open – ended where necessary. The questions and the response were very standard to facilitate comparison of responses and to secure good control of the questions; chi-square (x2) was used to analyze the hypotheses formulated. Among the findings were that the Nigeria breweries Public Relations Media Message and quality of their overall services are satisfactory through their mobilization programmes and enlightment campaign but needs more efforts. Public Relation’s Practice influences their publics to favour her products through persuasive and convincing communication. The following recommendations were made; Nigeria breweries should always engage in a constant evaluation of their public relations practice and its effectiveness to identify any short comings. Media combination should be reviewed to always embrace appreciable coverage.
1.1 Background of the Study
Businesses are open systems, and most of what they do generate direct benefits and costs for their societies. Today society demands that businesses join in the urgent task of solving society’s problems. Corporations are more than economic institutions and have a responsibility to devote some of their resources in solving problems of which corporations helped to create. However small or large the enterprise may be, we cannot isolate our business from the society around us. Nor can we function without its goodwill.