The Role Of Public Relations In Building Corporate Image

THE ROLE OF PUBLIC RELATIONS IN BUILDING CORPORATE IMAGE

ABSTRACT

This study is aimed, at pointing the role of public relations department  and the practitioner in building the corporate  image in government parastiatls

 

 

 

 

 

 

 

 

 

 

 

 

 

 

TABLE OF CONTENT

TITLE PAGE                                                                 II

APPROVAL PAGE                                                       III

DEDICATION                                                               IV

ACKNOWLEDGMENT                                                         V

ABSTRACT                                                                  VI

TABLE  OF CONTENT                                                         VII

CHAPTER ONE INTRODUCTION

1.1            THE HISTORY OF NIGERIAN AIRWAYS       7

1.2            THE OBJECTIVES OF NIGERIAN AIRWAYS8

1.3            STATEMENT OF RESEARCH PROBLEM                 10

1.4            OBJECTIVES OF THE STUDY                         12

1.5            SIGNIFICANCE OF THE STUDY                     13

1.6            RESEARCH QUESTIONS                                  14

1.7            RESEARCH HYPOTHESIS/NULL HYPOTHESIS15

1.8            DEFINITION OF TERMS –CONCEPTUAL      16

1.9            DEFINITION OF TERMS OPERATIONAL       17

1.10       ASSUMPTION                                                    18

1.11       LIMITATIONS OF THE STUDY                        18

CHAPTER TWO

2.1            THE ORIGIN AND CONCEPT OF

 PUBLIC RELATIONS                                        20

2.2            THE PLACE OF PUBLIC RELATIONS IN AN ORGANISATION                                                          20

2.3            CORPORATE PUBLICS                                     24

2.4            CORPORATE IMAGE                                        31

2.5            SOCIAL RESPONSIBILITY                               34

2.6            THE PUBLIC RELATIONS PRACTITIONER   38

2.7            SUMMARY OF LITERATURE REVIEW          40

CHAPTER THREE

3.1            RESEARCH METHOD                                       43

3.2            RESEARCH DESIGN                                         43

3.3            POPULATION AND SAMPLE                           44

3.4            MEASURING INSTRUMENT                                     44

3.5            ANALYSIS                                                                   46

CHAPTER  FOUR                                                        47

CHAPTER FIVE

5.1            SUMMARY                                                         62

5.2            RECOMMENDATIONS                                               63

5.3            CONCLUSION                                                    65

BIBLIOGRAPHY                                                                   67

 

 

 

 

 

 

 

 

 

 

 

  CHAPTER ONE

INTRODUCTION

          In any organization, the need to maintain the image of the organization  is of great importance hence this study surveys the role of public relations in building corporate image.  It set out to find out whether Nigerian Airways Enugu, has in any way established rapport and good will in the course of its dealings with the various  publics.  It will also identify whether the customers   are satisfied with the services of the  organization.  This study will also x-ray how far the public relations roles has helped or will help to co-ordinate the organization and its various publics.   If  the publics perception of the Nigerian Airways image when determined is bad, then the researcher would be in a position to  advise and make necessary recommendations that  will enhance its image.  More so the study will contribute to the knowledge of generality of Nigerians in their guest for enhancement of corporate image in government parastatals.

          Nigerian Airways is a public corporation  and business enterprise and as such is required to succeed.  As a public institute devoted to the servicing of the public interest it must have the interest of its publics as  a major consideration in the bid to achieve public co-operation and acceptance.  As a business institution, the Nigerian Airways must use business principles to operate in such a way that it becomes economically independence against crumbling.

          Against this background, Nigerian Airways instituted the public relations department to help foster the activities of the organization in order to achieve  its aims and objectives.  This is so because no business oriented organization can make any meaningful achievement without the help and use  of a public relations practitioner.  It is easily identifiable that the basic philosophy underlying public relations practice is of prime importance in all spheres of activities.  The public relations man engages himself in doing  good and trying to get credit for the good he has done.  This involves wining friend keeping  them and influencing them  as well as others.  It also involves looking good by building  and sustaining good  image or good will through good deeds  that will win favourable considerations for Nigerian Airways Enugu among members of the public.

          Public relations, by definition according to Frank Jefeckins states that public relations is the process of assessing consumer wants, establishing communication, fostering goodwill  so that  the consumer wants or needs can be profitably satisfied”.

          Another definition according to the editors of public relations news states that public relations is a “a philosophy and function of management, which evaluates public attitudes,  identifies the polices of an individual or organization  with public interest and execute a programme of actions to earn public  understanding and acceptance”

          From these definitions,  it is obvious that the public relations man blends the public interest with that of the organization for optimal achievement.  It  also identifies the need  for the public relations man to evaluate the public attitude and conception of the organization with the aim of attaining and eliciting favourable actions where necessary.

          As a matter of fact,  Nigerian Airways Enugu cannot exist in a vacuum. It cannot grow it is neglects the existence of its  publics.  It must function  as an institution ready to communicate effectively with its