Abstract
The study basically examined the role of public relations in an organisation with a case study of Mobil Oil Nigeria. Therefore, public relations has remained a powerful tool in building and maintaining mutual understanding between the company its various public, It also help in building good image and satisfy the needed information by customers on behalf of a company. The role of public relations cannot be overlooked because a company with bad image cannot succeed in any competitive market and as a result of this, companies and individuals are engaging the service of public relations to help build, maintain and sustain their communication and reputation at all time. However, researcher adopted survey research method with the use of questionnaire to elicit data from the selected respondents.
CHAPTER ONE
1.0 Introduction
1.1 Background to the Study
Many authorities have contributed immensely to the success of defining public relations. Some scholars believed and wrote on it as act (deed) representative (representing) a group or organization.
Public relations is deliberate planned and sustained effort to establish and maintain mutual understanding between an organization and its publics. British Institute of Public Relations (IBPR).
According to Roger Hayward as quoted by Adegoke (2001:1)says that public relations is the propagation of the personality of the organization. This states the importance of communication between the organization and its public” Roger Hayward’s definition has something to do with the British Institute of Public Relations (IBPR) definition because both state the duty of public relations officers in promoting, projecting and representing the organization and at the same time relating with the publics of the organization both the internal and external public.
Public relations project the management personality of which the public relations department represents, through their activities with the use of their perspective tools (i.e. Print and electronic media).
The aim is to create favorable atmosphere between an organization and its publics. Sam Black (1962: 62) asserts that public relations involve anything that is focused, improving and enhancing the flow of communication between institution and its publics.
Also, in a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. “Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers’ expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective.
1.2 Statement of the Problem
This research has observed that in so many organizations, management neither recognize nor appreciate public relations efforts in Nigeria.
The management does not realize the public relations activities in building and enhancing a good image for the standard of the organization.
It has been observed that the management attitude is lukewarm and non-challant toward public relations department and their activities.
Besides, they don’t want to spend money on its activities such as organizing seminars, workshops, symposium e. t. c this is because of the erroneous and selfish belief that public relations efforts benefits to the organization.
Therefore, this study will look at the role of public relations in an organisation as a case study Mobil Oil.
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