ABSTRACT
A good corporate image
usually regards to be essential for the existence of an organization. The
success or failure of a co-operation (NEPA) for example depends on its
relationship with its special public customers, consumers, employees,
shareholders, government, community distributors, retailer, supplier and
wholesales. A corporate image create confidence in the mind of
organization and its publics. It is as a result of what tool should
management employ in order to develop and or maintain a good corporate image,
that led to researcher to the choice of the research topic. The role of
public relations as a management tool for corporate image development” case
study of NEPA Plc Enugu lack of good corporate image by many corporate bodies
and the problem created by organizations poor relationships with its public
necessitated the statement of research problem.
- What
is the corporate image of these organization.
- What
is the state of attitude beliefs or their special publics towards them?
The objectives of
the study are to know whether or not public relations is being used to achieve
corporate identity/image to find out whether or otherwise NEPA is aware of
public relations impact and responsibilities and find out whether the public
image of NEPA is negative or not.
The study will bring to
light the need for an organization to maintain or developed good public image,
it will serve as a stepping stone for both students and future researchers on
corporate image development also the study will expose to government and other
business owners the need to increase statutory allocation of public corporation
for public relation. For the purpose of reliability and convenience the
study covered only the Enugu territorial headquarter of NEPA, Plc and other
public corporation.
However, the same
limiting factor during the study, thee include time constraint, financial
constraints death of enough already published literature on the research topic
lack of defined population of public corporations and companies in Enugu urban
and inevitable conformists among the sample population. During the study
some research questions were put, what cause the negative image of NEPA and
these other organizations. How could the poor image problem of these
organizations be redeemed? Can public relations help in improving the
negative corporate image of this organization base on the identified research
hypothesis viz; constant power failure and rationing cause NEPA’ negative image
and the society contributes to NEPA’s problem.
Chi-square was used in
testing the null hypothesis against the alternated hypothesis. In order
to have an in-dept study of the work related literature directly and indirectly
were reviewed systematically and accordingly. To achieve this their
public relations departments and internal public of the organization should adequately
remunerated.
TABLE OF CONTENTS
CHAPTER ONE:
Introduction
1.1 Background
of the
study
1.2 Statement
of the
study
1.3 Purpose
of the
study
1.4 Scope
of the
study
1.5 Research
question
1.6 Research
hypothesis
1.7 Significance
of the
study
1.8 Limitation
of the
study
1.9 Definition
of
terms
References
CHAPTER
TWO:
Literature
review
2.1 Overview
of public
relation
2.2 Social
responsibilities of an organization
2.3 Compare
public relation with other promotional strategies
advertisement/publicity
2.4 Communication
as aid for effective public relations
2.5 Public
relations as a management tool for corporate
image
development
References
CHAPTER
THREE:
Research Methodology and
Design
3.1 Sources
of
data
3.2 Population
of the
study
3.3 Sampling
and sampling
techniques
3.4 Instruments
for data collection
3.5 Description
of instruments
used
3.6 Method
of data
analysis
References
CHAPTER FOUR
4.1 Presentation
analysis and interpretation of
data
4.2 Presentation
of
data
4.3 Test
of
hypothesis
CHAPTER FIVE
5.1 Recommendation
and conclusion of
findings
5.2 Summary
of
findings
5.3 Recommendations
Bibliography
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND
OF THE STUDY
Public relation is
relatively new corporate function although like corporate function it has its
roots in ancient activities Edward L. Berays, one of the fathers of modern
public relation posited that the three main elements of public relation are as
old as society.
Informing people,
persuading people and integrating people with people. Bernays E. I.
(1960) and he traced public relation from primitive society (in which leaders
controlled by force, intimidation and persuasion), to Babylonian where kinds
commissioned historians to paint favourable images of them.
The renaissance and
reformation freed men’s mind from established dogmas, heading institutions to
develop more subtle means to influence people. In America, historical
milestone for “public relation” include:-
a.
Samuel Adam’s use of the press to unite the colonists against the British
b.
The abolitionist movement use of public relations as a political tool to rally
supports for block in the north, including the publication of Uncle’s Tom
Cabin.
c. P. T Barnum’s use of public relation to generate
news worthiness about an event, the arrival of his circus, by placing articles
in newspapers. Corporate public relation involved more recently and
passed through the following five stages. First stages, corporation
established a contact function to influence legislation’s and newspapers to
support position favourable to business. The legislative contact function
become known as lobbying and newspaper known as press relations. George
Westing house is credited with the formal establishment of public relations
when he hired two men in 1989 to fight the advocated direct current electricity
and to promote instead alternating current. Chlip S. M. (1960 :
16). The next stage occurred when companies began to recognize the
positive value of planned publicity to create customer interest in the company
and its products publicity entailed finding or creating events preparing
company or product slanted news stories, and trying to interest the press in
using them. Companies recognized that special skills are needed to
develop publicity and began to add publicist to their ranks. Somewhat
later, public relations practitioners began to recognize the value of conducting
research into public opinion to develop and launching public relations
campaigns. The emerging sciences of public opinion measurement and mass
communication theory permitted more sophistication in the conduct of public
relation. Forward-looking firms added specialists who could research
public opinion.
Public relation has
become a potent force in modern business management in recent times. Its
influence is being felt in large companies and many small ones recognition of
the need to explain the activities of an enterprise in order to gain public
favour and support is rapidly spreading to different parts of the world.
With the prospect of
even greater expansion of public relations, it is important for management to
understand its potential and limitations. There are two essentials in
public relation; one is an understanding of existing public attitudes and what the
enterprise can reach the desired goals. Management can readily find “do
it” professionals to undertake public relation activities. But an
understanding of what should be accomplished and the setting or realizable
objectives cannot be delegated to others. These are management direct
responsibilities because business can only thrive/survive by virtue of
continuing public approval “with public sentiment nothing can fail, without it
nothing can succeed” Cirving Smith Kogan (1972 : 2) quoting Abraham Lincoln.
Public relations is
aimed at making friends for the organization and building internal and external
goodwill on the reasonable assumption that there are strongly needed for an
organization to remain in business and make profit with the increase in the
activities of an organization becomes more imperative. An organization
while wanting o remain viable need to have good relations with its employees
consumers of its product / services. Future investors stockholders and
infact the general public. As an organization specialized in
manufacturing or services it needs to show its staff existing or potential
customers that it is up to date. Forward looking concerned to produce or
other the best goods and services for the price it charges and to make sure that
its customers are really satisfied.
Public relation is
growing in importance and acceptance corporate bodies invest large such in
organized programmes retain skill public relations practitioners to execute
them and the practitioners themselves are becoming part of the top management
team.
The purpose of this
research work is to evaluate the role of public relation as a management tool
for corporate image development (case study National Electric Power Authority)
(NEPA) Enugu as services organization. Electric power development in
Nigeria started towards the closing years of the last (2) century when the
first generating plant was installed in the city of Lagos in 1898. From
this date onwards, electric development in the country has passed of growth
with attendant epileptic power supply.
The National Electric
Power Authority (NEPA) was established in 1966 by the federal military
government. The federal government recognized the importance of bringing
the operation of electricity industry in to one body and in September
1966. It merged the Electricity Corporation of Nigeria (ECN) and the
Niger Dams Authority (NDA) into one body responsible for the supply of
electricity to all consumers in Nigeria by Decree No 24 of 29th June.
ECN and NDA were finally merged to become the National Electric Power Authority
(NEPA) but it become functioning in January 1973. The Decree establishing
NEPA stipulates that the authority is to develop and maintain an efficient
co-ordinates and economical system of electricity supply for all parts of the
federation.
Meanwhile, since its
inception NEPA has had unchequed history. Its inadequacies has remained
the butt of public criticism. The epileptic power supply of this
corporation has go progressively worse especially in recent times. There
is hardly any past of the country that has not, of late experienced frequent
but prolonged disruption in power supply. In Lagos, Enugu and Kaduna the
story is NEPA’s inefficiency.
In a developing nation
like Nigeria, the significance role of electricity cannot be over
emphasized. In all sectors of the economy, education, communication,
science and technology, its role is highly recognized. The persistent
interruption of power supply in Nigeria has left in its wake serious
consequences for consumers, particularly industries. Most companies now
grown under the huge cost they incurred from using alternative power supply,
and replacing equipment damaged by low power supply. According to the
managing director of Berger Paints Nig. Plc Mr. C. A. Olowokande, NEPA had
become the stand by generator in our company. The company spends over
N750,000 yearly if its generator alone. The amount would be cheaper than
what the company would pay to NEPA for its unsteady power supply. Gbenga
Akinowo, an industrialist also rates NEPA’s power very low. According to
him, NEPA prior to its recent commercialization had serious problems of
generation and distribution of electricity. He said that most industries
and commercial organizations were extremely dissatisfied with the performance
at NEPA.
He also indicates the
arbitrary and astronomical increase in NEPA’s tariff. Such opinion as
raised above is a matter of image problem to NEPA’s corporate existence.
Today, there is a general lack of trust in NEPA’s ability and performance NEPA
is Nigerians, murmur it between clenched teeth. The general lack of trust
in NEPA has remained intractable. From the foregoing, it has been established
that the National Electric Power Authority (NEPA) has no problem. The incessant
power failure is a matter of image problem to the services of NEPA.
Therefore, in this project, we would attempt to build a better image for
the corporation in order to restore its lost image. To achieve this feat,
we shall build up a public relations activity for the corporation bearing in
mind the various concepts put together by different public relation
practitioners.
1.2 STATEMENT
OF PROBLEM
A good corporate image
is usually to be essential for the existence of an organization. The
success or failure of a corporation depends on its relationship with its
special public consumers, employees, community.
A favourable corporate
image creates confidence in an organization.
1.
What has been public relations practices of this organization?
2.
What is the corporate image of this organization?
3.
What is the state of attitudes and beliefs of their special public towards
them?
4.
What the public relations objectives of the organization?
The researcher is before
posed to highlight problems areas and how to improve its public image so as to
create a favourable corporate image among their special public i.e. consumer.
1.3 PURPOSE
OF THE STUDY
The objectives of these
research work is to know the role of public relations as a management tool for
corporate image development in National Electric Power Authority. It is
the intention of this research work to
1.
Investigate or study the image of NEPA whether favourable or unfavoruable.
2.
Discover whether the organizations are aware of public relation impact and
responsibilities.
3.
To know the level of public relation and practices in the organization and
other public corporate.
4.
Know whether the organization has a public relation department policy and
programme molding public opinion to favour its position existence and policies.
5.
Know if public relation is being used to achieve corporate identify / image.
1.4 SCOPE
OF THE STUDY
For the purpose of
reliability and convenience the study covers NEPA territorial headquarter Enugu
in particular and other public corporation and companies as well as organized
private companies.
1.5 RESEARCH
QUESTIONS
As a result to the
research problems already outline, in the study, the researcher feels that
positive responses too these questions will enable her draw positive
conclusions. The following is the summary of research question asked
1.
What causes the negative percentage of NEPA by the publics?
2.
How can the image problems of NEPA be redeemed?
3.
Can public relations improve a negative corporate image?
4.
How do the public contribute to NEPA’s problems?
1.6 RESEARCH
HYPOTHESIS
The research has
identified and state some problems necessitating her study if the rate of
public relations as a management tool for corporate image development in
Nigeria. She had equally enumerated the objectives of the study in the
light of all those she needs to formulate certain hypothesis with which she
will work.
Hi
NEPA image is not negative
Ho2
NEPA is efficient in its duty
Hi
NEPA is not efficient in its duty
Ho3 The
society contribute to NEPA’s problems
Hi
The society does not contribute to NEPA’s problems
Ho4
There is insufficient or ineffective communication between NEPA and its public
Hi
There is sufficient or ineffective communication between NEPA and its public
Ho5
Constant power interruption and rationing causes NEPA’s negative image.
Hi
NEPA’s negative image is not caused by constant power interruption and rationing.
Ho6
NEPA is inefficient in its social responsibilities.
Hi
NEPA is efficient in its social responsibilities.
1.7 SIGNIFICANCE
OF THE STUDY
The study will be
meaningful and beneficial to NEPA and its public.
1. The
need for public relations department is any public corporation and companies as
private business.
2. It
will bring to light the relationship between public relations and advertising /
publicity.
3. In
addition the study will bring into focus the role of public relations manager
in any organizations.
4. It
will be a help to both student and future researchers on corporate image
development.
5. It
expresses to government the need to increase statutory allocations to public
corporations for public relations development.
1.9
DEFINITION OF TERMS
ROLE:
The task or duty played by public relations in building goodwill or good image.
PUBLIC RELATION:
The deliberate, planned and sustained effort so establish and maintain mutual
understanding between an organization and its public.
PUBLICS: Any group that
has actual or potential interest or impact on a company to achieve its
objectives.
IMAGE:
Mental picture or idea view opinion of something or something such as service
or product held by the public.
e, Taiwo (1994)
All a bow PR media review April.
| Department | Business Administration and Management |
| Project ID Code | BAM0039 |
| Chapters | 5 Chapters |
| No of Pages | 118 pages |
| Methodology | Chi Square |
| Reference | YES |
| Format | Microsoft Word |
| Price | ₦4000, $15 |
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| Contact Us On | +2347043069458 |