Wednesday, June 21, 2017

THE IMPACT OF PUBLIC RELATIONS ON MEDIA ORGANIZATION S

CHAPTER ONE
1.0       Introduction
1.1       Background to the Study
            Whether an organization  is a profit making or non-profit making, whether it is owned by government or a group of individual, whether an organization is small or big, it need the service of public relations for such organization  to dwell and eventually succeed in achieving it set goals. No wonder an individual personality are now engaging the service of public relations to build, maintain and polish their image and reputation in the public sphare. Some of the individuals are politician, business tycon, footballers, wrestlers, boxers, musicians, actors and actress. e.t.c.   

            Public relations unlike advertisement and other marketing mix, placed all its effort in building good image, name, and public confidence in the mind of the various publics dealing with the organization . Public  relations did not only see to good image for the products and services of the organization s it serve but also ensure good image of the workers and management of the organization.
            For the above reasons, to define public relations become subject of individual perception of what public relations is and what it does, however, many scholars have contributed to the success of defining what public relations is. Some scholars believed and wrote on it as act (deed) representing  a group or organization.
Public relations is a 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) 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 (2002) asserts that public relations involve anything that is focused, improving and enhancing the flow of communication between institution and its publics. The main words that can be draw out from Sam Black definition in the crucial role- played by any (if any) public relations department through the means of using mass media.
            However, the research will examine the impact of public relations on media organizations and stress the need for mass media to engage the service of public relations in their daily operations.
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