This study was necessitated by the need to find out the role
of Public Relations in our marketing organization and to know how well it is
used as a promotional tool in the marketing organization, thus this topic
“The Role of Public Relations in Marketing Organization”, a case study of PZ
Cussons Nigeria Plc, Aba.
In chapter one, we were made to understand that Public Relations
has often been understood in effect and that most organization only involved
themselves in production of goods and services failing to realize what PR can
do in the promotion of those goods and services.
Chapter two has to do with current literature review relevant to
the study of Public Relations activities in an organization.
Chapter three indicated the research design, data collection
instruments, and the method used. In chapter four, the presentation and
analysis of data were presented. The data collected were analyzed based on the
responses collected from both the questionnaire and oral interviews
classification of sample units were also stated here.
Finally, chapter five presented the summary of findings
restatement of the problem, conclusions, recommendations and suggestions for
1.1 Background of the
1.1.1 Profile of the
1.2 Statement of the
1.3 Objectives of the
1.6 Significance of the
1.7 Scope and Limitation of the
2.1 Definition of Public
2.2 Roles of PR in an
2.3 Problems of Public
2.4 Functions of Public
2.5 Public Relations
2.6 Responsibilities of Public
2.7 Ethnic of Public
2.8 Staff selection for public relations
3.1 The Design of the
3.2 Area of the
3.3 Populations of
3.4 Sample and Sampling
3.5 Method of Data
3.6 Method of Data
4.1 Presentation of
4.2 Test of
4.3 Discussion of
Summary, conclusion and Recommendation
5.1 Restatement of the
5.2 Summary of
5.5 Suggestions for further
4.1.1 Questionnaire distribution
4.1.iii Respondents marital status
4.1.iv Educational Qualification of respondents
4.1.v Respondents opinion on the presence of PR
department in PZ Cussons, Aba.
4.1.vi Respondents opinion on the existence of PR
Practice in the organization.
Respondents opinion on the promotional mix in
use in the organization.
4.1.viii Respondents opinion
on the effectiveness of the
mix in used in the organization.
4.1.ix Respondents opinion on the role of the mix in
use in the organization.
4.1.x Respondents opinion on the cause of
ineffectiveness of the promotional mix in use in
4.1.xi Respondents opinion on the understanding of
opinion on managements efforts
towards PR in the organization.
4.1.xiii Respondents opinion
on internal and external
public perceptions about the organization
4.1.xiv Respondents opinion on
engagement in community development.
4.1.xv Respondents opinion on
the existence of PR
tools in the firm.
4.1.xvi Respondents opinion on
favorable publicity of the
4.1.xvii Respondents opinion on the
4.1.xviii Respondents opinion on the
achievement of the
organization aims and objectives without PR
4.1.xix Respondents opinion on
management present decision
about public relations in the
Contingency Table I
of chi-square I
4.2.iii contingency table II
4.2.iv Calculation of Chi-square II
4.2.v Contingency Table III
4.2.vi Calculation of chi-square III
4.2.viii Calculation of
BACKGROUND OF THE STUDY
The role of public relations is very important in our
organization. Public relations is an important area of management on which both
business and non-business organizations depend directly or indirectly for their
continued existence. Public relations touch all aspect of the corporate life
and operations of every organization from production and personnel to finance
and marketing management.
Public relations has to
do with communication, information, internal/external goodwill or reputation
and different relationships of all of which every organization needs to
continue existing. Public relations holds the key for mutual understanding
between the government in contemporary societies and their citizens, other
organizations and their international community.
Despite all these things that public relations does, it has
remained in many countries, as one of the least understands area of modern
Many public relations practitioners have not sufficiently exposed
themselves to the right education or body of knowledge in public relations that
will make them true professional, some people outside the profession have very
narrow derogatory and wrong perceptions of what this management discipline does
or is all about. Sometimes, corporate
Bribes are called PR and public relations managers or executives
are regarded as mere press or publicity agents, errand boys, party organizers
and cover-up gimmicks for experts and cover-up gimmicks for experts that are
It should be noted that
public relations activities are done in order to complement the survival goals
of any business organization and every non-profit organization. Marketers
should strive to understand mechanics of the complementary tool-PR. According
to Anyanwu (2005:231), most firms has found it lucrative to engage in public
relations related activities because of their size of operations and the
associated complex problems. These business organizations depend on one another
as well as their customers for survival. If a marketing organization like Pz
Nigeria plc, Aba does not meet up with their customer’s orders due to one
problem or the other, a problem may exist between the company and its
customers. In this case, public relations can perform some magic to resolve the
dispute. Anyanwu (2005:231), posit that a public relations conscious firm will
immediately communicate the reasons for its inability to meet the orders as
stipulated. It will go further to provide assurance to the customers. From the
above introduction, we bring in a definition of public relations as “the
deliberate planned and sustained effort to establish and maintain mutual
understanding between an organization and its public”.
OF THE COMPANY
The city of Aba is dotted with several factories and industries, a
number, which can be favourably, compares to any other city in the country. One
of these existing organizations is the Pz Nigeria plc, Aba. Pz industry was
incorporated in England in 1994, and it was established in Nigeria in 1999. it
is a multinational and public liability company with 60% of its equity share
held by Nigerians and 40% held by foreigners. It started as a trading company
across the western coast of Africa. It began with the marketing of palm
produce, cocoa seeds, groundnuts and other cash crops.
Today, the production
capacity of Pz Nigeria plc has extended its brands of laundry soap include Eva,
Joy, premier, imperial leather, e.t.c. the company has its sulphonation plant
in Lagos where they produce elephant tempo and jet brand of detergents. The
Lagos plant also engage in the production of pharmaceutical and perfumes such
as Alagbin, Chinese balm, maladin, and other anti-malaria drugs.
The company also engage
in the production of some home electrical appliances like air conditioners,
hair driers, home theaters, etc. the company also engages in the exportation of
raw materials like palm kernel oil, palm kernel cake and glycerine crude to
other countries where they are needed for use. Pz product quality is of
international standards and its branches are located in about thirty-seven (37)
countries in the world today.
The company is made up
of many sections and departments that runs its production and marketing
activities. The departments in Pz Nigeria plc. Aba is as follows:
and account department
1.2 STATEMENT OF THE PROBLEM
The study and practice of public relations today in the country is
associated with a lot of problems and some of these problems include the
knowledge of the roles of Pr hinders its smooth practice in a market
absence of PR department result in the failure to achieve its marketing goals
H04: lack of basic training by PR practitioners does not lead to
poor marketing output.
H14: lack of basic training by PR practitioners leads to poor
1.6 SIGNIFICANCE OF THE STUDY
The significance of this research work is overwhelming as it will
be of immense benefit to different organizations and individuals.
work is very useful especially to the PZ Nigeria plc, Aba in their public
relations practice, it enables them look more analytically at the problems
facing the practice and also to arrive at a solution towards achieving a more effective
and efficient public relations practices.
is of great importance to the business organizations that have been dismayed by
the way their business fail as they will now have the opportunity of knowing
the reasons and the way out.
study provides the government with information about the roles and activities
of public relations especially in PZ Nigeria plc, Aba.
research is of great importance to the academic work as it serves as a source
of good information for further research.
me, the study is part of the requirement for the award of Higher National
Diploma (HND) in marketing.
1.8 DEFINITION OF TERMS
is the process of transmitting facts, ideas, and emotions from a source to a
receiver using signals, which are meaningful and relevant to the immediate
Concept of public: this
can be defined as every one interested in an organization or is affected by
those organizations policies, decisions, interest, communication or project and
could bereferred to as
facts or details about something.
is a set of business activities that facilitates exchange transaction involving
economic goods and services for the ultimate purpose of satisfying human needs.
is a system, and a system is composed of elements or sub-systems so
interrelated and integrated that they form a whole and display unique attributes.
refers to both the internal and external publics of an organization. This is
the people working for the organization.
Public relations: this
is the management of an organization designed to elicit from one or more
publics, a general positive feeling towards the organization and its products.
TERMS AND CONDITIONS APPLY
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