CHAPTER ONE
1.0 Introduction
1.1 Background to the Study
Public relations unlike
advertisement and other Marking Mix, Place all it efforts 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 it serve but also ensure good image
of the workers and management of the organization.
It is widely accepted that the aim of any business or
non-business organization like MTN Nigeria and Red Cross Society is to achieve
growth, mobilize people, recruitment of members, and increase in turn over,
assets and profit maximization. But all of this is dependent on the goodwill of
the organization’s various publics.
Goodwill according to Malogo (1996) is secured not so
much as a result of the organization’s mere existence but as the sustained
strategic planning, execution and evaluation of the perception of their publics
in relation to the organization.
The meaning of public relations has gone beyond a high
sea, we can use public relations to mean different things for different purpose
or for different functions it performs to different people, organization,
society and individual. Public relations can be seen to mean communication,
information, public affairs but it is seen as having the two hands of human
being that washes its other which without it the stomach cannot be satisfied of
the taste.
The aim is to create favorable atmosphere between an
organization and its publics. Sam Black (1962: 62) asserts that public
relations involve anything that is focused, improving and enhancing the flow of
communication between an organization and its publics.
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).
Also, in a competitive marketplace where businesses
compete for customers, societies compete for members, customers and members’
satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy. "Within organizations, customer satisfaction
ratings can have powerful effects. They focus employees on the importance of
fulfilling customers’ or society’s expectations.
This
research examines the usage of Public Relations in both commercial and
non-commercial organization using MTN Nigeria and Red Cross Society of Nigeria.
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