ABSTRACT
One company (ANAMMCO Plc., Enugu) was used in this empirical work o determine the attitude of top management towards public relations function.
Four research objectives and three hypothesis formed the basis of this work. and the library research and sample survey methods of research were used in this study. Among nine(9) questionnaires sent out, they were all duly completed and returned.
The textual, tabular and simple percentage modes of presentation were use in analyzing, presenting and interpreting the gathered data.
It was found out that Pubic Relations Officers are partially involved in policy and decision making of the company. It was also observed that top management in the organization places Public Relations functions on the middle management level. The study also revealed that Public Relations professional are employed to man their Public Relations Department. The study further showed that Public Relations Officers are not placed on the same pedestal with other principal departments.
It is based on these observations that the researcher recommended that top managements in the organization should endeavour to place Public Relations function at the top management level as well as include Public Relations Officers in policy and decision making.
TABLE OF CONTENT
Chapter one
Introduction
1.1 Background of the study
1.2 Statement of the research problem
1.3 Objectives of the study
1.4 Significant of the study
1.5 Research question
1.6 Research hypothesis
1.7 Definition of terms
1.8 Assumptions
1.9 Limitation of the study
References
Chapter two
Review of Literature
2.1 Sources of literature
2.2 The Review
2.3 Summary of Literature Review
References
Chapter Three
Methodology
3.1 Research Method
3.2 Research Design
3.3 Research Sample
3.4 Measuring Instrument
3.5 Data Collection
3.6 Data Analysis
3.7 Expected Result
References
Chapter Four
Data Analysis and Results
3.1 Data Analysis
3.2 Results
3.3 Discussion
References
Chapter Five
Summary and Recommendations for further Studies
3.1 Summary
3.2 Recommendations
Bibliography
Appendix
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
According to Webster’s New International Dictionary, third Edition,; Public Relations is: “The promotion f rapport and goodwill between a person, firm or institutions and other persons, special publics or community at large through the distribution of interpretative materials, the development of neighbourly interchange and the assessment of public reaction”.
The British Institute of Public Relations defines Public Relations as a deliberate, planned and sustained effort to establish and maintain mutual understanding within an organization and its public.
Rex Harlow, a professor of Standford University, USA, sees “Public Relations as a distinctive management function which helps establish and maintain mutual lines of communication, understandinf, acceptance and co-operation between an organization and its public involves the management to keep informed on and emphasizes the responsibility of management to serve the public interest, help management to keep abreast and effectively utilize change, serving as early warning system t help anticipate trends and use research and sound ethical communication techniques as its public tools”.
The above mentioned definitions of Public Relations embraces any operating organization in our society. Be it a business, a non-profit organization or any of our governmental set-ups, local, state, federal or international.
Charles Okigbo in his book, Advertising and public Relations said hat Public Relation has been described by its critics as the “Invisible Sell”, “the engineering of consent and “Projecting corporate Image”. Its practitioners have been referred to as “press agents” who surreptitiously seek to influence public in favour of cases of questionable merit.
Meanwhile, Dennis Jeffer (1997) noted that Public Relations Practitioners are often characterized obstruction in the newsman’s path to the truth … presenting only the good side of the story.
However,, Public Relations as a relatively new management function in Nigeria has grown rapidly and developed as a result of the increasing complexity of the modern society, growing insights into what motivates people and increased power of public opinion.
It has also been experiencing its own problems. From initially facing the problem of being used as propaganda, press agentry, advertising, marketing publicity, etc. people, especially modern top management are beginning to appreciate the function of Public Relations in their organizations hence Public Relations department has been established in many organizations, but then, there is still the problem of accepting Public Relations as a management function.
Some top management people believe that Public Relations function do not need any specialized skill, thus a degree in Public Relations is not required for one to effectively carry out Public Relations functions. Hence, it becomes and emerging profession seeking its unique identity.
The concept of Public Relations as a persuasive publicity still is used by many to define Public Relations as a “Inducing the public to have understanding for the goodwill …”. This concept is also reflected in the title of the influential book written by Edward L. Bernays – The Engineering of consent (1995). Bernay’s title stuck. As a result, even today many public Relations Practitioners find themselves dealing with managers and clients holding these concepts of Public Relations function.
During the several decades preceding world war II, Public Relations evolved from this early concept to include notions of two way communication, reciprocity and organizational performance. Definitions included such word as “mutual”, “reciprocal” and “between”. Indicating change from the notion of one way influence to an interactive view of Public Relations.
The behaviour of top management regarding Public Relations functions in their organization is discouraging and there seem to be no improvement. All these facts have shown that Public Relations functions have not been accorded a management function. This ugly situation therefore gave rise o this research work.
Due to the importance of public Relations functions in modern complex business, Public Relations officers should be at the same level of authority as the head of other principal problems and gain their co-operation in carrying out Public Relations functions according to Charles Okigbo (1990) being placed as a lower ring of the administrative ladder will deprive him from being in the position to make the public view point and his expert advice available to the organization’s management in its task of formulating policies and procedures. Rather many end up as the organizations’ errand boys who does management’s dirty job.
According to Ikechukwu Nwosu (1986), this situation is due to the lapse on the part of public Relations officers who are not being positively assertive and responsible enough to assume their rightful places in the management team.