Public relation as one of the marketing promotional tools is how
an important part of the modern business management is not realized. This is
because PR is often suspected and is equated in the eye of some members of the
public with an attempt to deceive, to pull the wool over our eyes. It is at the
aim of this research work, to find out if utilization of PR at the
international marketing level of by focusing on multinational export in Nigeria.
one it says that the task of PR ensure that the organization is seen to have an
effective and valuable influence upon the well being of the trade or industry
in which it operates. It also further the state the problems to be studied and
why this study was carried out. The scope and limitation of this study and
finally the definition of terms.
the past related literature examined by other studies and it is related to the
Role of public Relation in improving Nigeria international trade are here
three here deals with the design of the study, the methods used in collecting
relevant data and also the questionnaires were distributed and the treatment of
The data also was got from the research survey were analysed and
Questionnaire and similar question were compared.
the summary of finding, conclusion and recommendation made by the researcher
are all in chapters.
CHAPTER ONE: INTRODUCTION
Background to the study
Statement of problem
Objective of the study
Definition of terms
Significance of the study
Limitation of the study
OF RELATED LITERATURE
DESIGN OF THE STUDY
Source of data
Population of the study
Sample and sampling technique
Questionnaire administration and response Treatment of data
CHAPTER FOUR: PRESENTATION, ANALYSIS AND
INTERPRETATION OF DATA
SUMMARY, CONCLUSION AND RECOMMENDATION
Summary of finding
BACKGROUND TO THE STUDY
believe in communication we also say that any management which endorses good
communications in house and externally in enlightened. Why anyone should be
regarded as enlightened in simply propagating and explaining their own policy
or point of view escapes the researcher. As Henry Tames put it “it must be part
less to work in the dark, or pursuing a relentless chche- hidden train of
thought to made you light under a bush”.
relation as one of the making promotional tools (promo tools) is now an
important part of modern business management is not realized. This is because
PR is often suspect, and is equated in the eyes of some members of the public
with an attempt to deceive, to “pull the wool over our eyes: yet this is the very
opposite of its real purpose, which is to explain that which may not be fully
apparent and to remove that which may not be fully apparent and to remove
prejudice and misunderstanding, based on ignorance of the facts.
highly competitive world in which we are however, It is not enough merely to be
virtuous one must be seen to be virtuous. PR takes account of this need to
focus public attention on all the favourable aspects of a company’s activities.
By so doing, It endeavours to create a good climate of opinion in which the
organization can pursue its legitimate aims.
The task of
PR therefore is to ensure that the organization is seen to have an effective
and valuable influence upon the well being of the trade or industry in which it
operates. A good public image is not something that occurs accidentally it
requires conscious effort, and that effort needs to be channeled to be
Good PR is
synonymous with good communications this requires knowledge of communications
media, especially the press, radio and televisions. This study attempt looking
into the problems that hinder the utilization of PR at the international
marketing level by focusing on multinationals and exporters in Nigeria. It is
done in the light of the fact that face of the world is changing rapidly and
with it the tasks of the marketing executive.
modern business organization, public relation’s role is often vital. This is
because it is as much apart of management as human resources management or
financial management. But it should be noted that for organization to attain
its main objectives only well – managed public relations activities”, as was
stressed by Dr. Nwosu.
probably all think of organizations, which manage their P.R. well. They are the
organizations we trust and are familiar with, with which we fell comfortable
and would want to do business. For a marketing executive, the interesting
questions how do these organizations with respect and convene people that they
are organization to support Dr. Jon White will simple tell you that performance
is part of answer. By this answer we can decipher that people will go back to
organization which have proven themselves and their products and service
reliable. But there is more support at time of crisis, because it has failed to
build and sustain important relationships for occasions when they are needed.
also, will be made to explore the ways in which PR is used to establish and
maintain relationships in International business. Relationships do not
necessarily develop along satisfactory lines, rather their development has to
be managed to support the interests, objectives, aspirations, products and
services of the organization. In recent years, multinational and exporter
companies in Nigeria are increasing doing business with overseas partners and
associates in their national image abroad the implication is that they are
compelled to deal with people of different nationalities, language, customs, senses
of value, social and economic views. The question that may arise from this is
how do they win the support of all these people (public).
PR as a
means of marketing communication pervades all aspects of our socio- economic
life. The meaning is conceived by various organizations in different ways.
organization conceives the meaning from functional point of view as image-maker
or hidden persuader and so on. However, in this particular contest the purpose
of all that is labeled PR is to influence the relevant public opinion or
attitude at the international marketing level in such a positive direction as
to ensure good will and mutual understanding in order to achieve the marketing
the approach to public relations adopted in this study is intended to be
practical and to provide multinational and exporters in Nigeria with guidance
towards making proper decisions regarding effective management of international
STATEMENT OF PROBLEM
so many problems facing international marketing all over the world in general
and Nigeria in particular from the recent happenings, we can decipher that
those problems have been preventing international marketing from optimizing its
goals of earning sufficient foreign exchange which enhances the per capital
income and national reserve of the country.
look around the world, we can see the fast changing economic, political and
social climate every country (nation) wants to succeed, to be heard, to be
seen, to be involved in one reasonable thing or another, in order to succeed.
We can see the former union soviet socialist Republic (USSR) disintegrating
towards capitalistic reforms, south North Korea going towards industrial cum
scientific revolution, south African founds transitional programme that will
achieve good will and mutual understanding with the outside world and a lot of
others. No matter how large or small, however, every nation in the world,
including our own, must take very much into account what its own limited
resources, It must gain their co-operation. There is need to get other nations
to know more about us, what we are doing and what we have to offer.
In the face
of the global economy today. It is on record that Nigeria, is rated to be
thirteenth (13th) poorest country in
the world the great “Giant of Africa most foreign countries are scared to do
business with Nigerians. Again, we have the current “419” syndrome which is
making us look dreadful to our foreign visitors and prospective business
associates. The political instability in the country does not help matters.
According to recent report by Sunday mail “overseas suppliers have reduce level
of shipments of automotive component to Nigeria customers as far has griped
them that the present political crisis can lead to civil unrest.
question that might be asked is what are multinationals and exporters in
Nigeria doing all these problems? How are they coping in the face of all these
WORKING DEFINITIONS OF PUBLIC RELATIONS IN
INTERNATIONAL MARKETING ACTIVITIES:
modern business activities, especially in the international marketing scene,
there is so much competition and rivalry. This made it necessary for the need
to get other people to know what one is doing, communications activity consists
of using various elements in a planned, balanced and systematic way in order to
achieve objectives therefore public improve/increase mutual understanding with
the relevant public will be desirous when an organization find its, kind of
situation. But first and foremost the scale of activity to promote good pubic
relation may very considerately according to the size and nature of the
interested parties, but the philosophy, the strategy and the method adopted
here is designed to influence international understanding to improve relation
between a company and its customers, agents and employees abroad.
pointed that the common dememinator for achieving this objective is public
relation which is best defined as the business of creatly and maintaining
public understanding and support through effective communication.
Sam Black a
renewed British author of PR sures it up by saying that the purpose of public
relations practice is to establish two- way communications seeking common
ground or areas of mutual interest and to establish understand based on truth,
knowledge and full information’s while the international public Relation
Association (IPRA) defines PR as the art and social science of analyzing
trends, predicating their consequences of action which will serve the public
interest. This IPRA definition is of much interest because it emphasizes
research, the analysis of trend, and the predication of their consequence. This
should most often be adopted because preventive PR as meaning a process by
which organizations effectively, interact, communicate and mutually adapt to
its key public. These definitions are not exhaustive, but most relevant to this
OBJECTIVE OF THE STUDY
The main objectives of this study are as follows:-
a. To determine the level of awareness among
multinationals and exporters in Nigeria of the international PR strategies and
b. To determine the extend of their knowledge and
application of international PR in their marketing activities.
c. To determine the problems encountered by them on
the application of international PR techniques and strategies in international
d. To determine the attitude of these multinational
and exporters towards the application of international PR in international
e. To determine or measure the level of their
knowledge of international political issue and problems.
f. To determine their knowledge and attitude to
know how international political problems in their business.
g. To make appropriate recommendations.
SCOPE OF THE STUDY:-
This study will be carried out in Nigeria the study will be
limited to multinationals and exporters, whom the researcher presume have more
international dealing and connections.
The study will concentrate in Enugu urban which has the greatest
number of multinational and exporter in country.
DEFINITION OF TERMS:
1. EXPORTERS:- Those who engages in sales of a
country’s good and services overseas.
MARKETING:- The performance of
business activities that direct the flow of a company’s goods and services to
consumers or users in more than one nation or across the national boundaries of
3. IPR:- This means international public Relation
and is used when dealing with other nations or across the boarder PR.
4. MULTINATIONAL: - This is a company which maintains assets
in an overseas territory and is actively involved in sale of product or service
in overseas markets.
5. PR:- This is the short form of writing public Relation
and is widely used by most writers/authors.
SIGNIFICANCE OF THE STUDY:
The age- old marketing system, as noted in production concept that
consumers will favour those product that are widely available and low in cost
has gone such system these days will be suicidal. Country or state or
organization with the best available technology in the world, with stable
economy political and social climate still needs the good will and mutual
understanding or others to survive. The adage no man is an island holds here.
No country or organization can be self sufficient in everything,
even when such count or organization is sound economically, she still needs
people to talk good of her, to relate favourable with her and so on. The
Nigerian business image today has been battered, and needs great face life.
This can be resuscitate through a management functions of a continuing and
planned character upliftment through public and private organization,
individuals and institutions who will seek to win and retain the understanding,
symthathy empathy and support of these with whom we are and may be concerned
with how and in the future.
TERMS AND CONDITIONS APPLY
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