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Introduction:

Abstract

A public relations is the acts of employing effective communication to build sustain and defend organization’s reputation among both its internal and external publics. Remarkably which any organizations public image receives a high rating bases on the foregoing attributes it translates into increased public confidence patronage good will higher profit growth peaceful and stable environment The researcher’s interest in this topic emanated from the above premise also as a student of communication would like to find out public relations as a tool for conflict resolution Questionnaire personal interviews personal association journals textbooks office record etc. were used to gather primary and secondary data which were then analyzed using statistical techniques as percentage rate means table and charts. The population interest included both internal and external. Random sample method was adopted to elicit the reasons. Educational qualification of the respondents. Whether PHCN has public relations department the medium through which PHCN’S policies and . programmes are disseminated public relations has encouraged cordial relation between PHCN and its public PHCN and its social responsibility public relations as a tool for conflict resolution credibility building and earning and repartitions for company are predicated on effective communication with the publics we all examine and discussed. However the result of the survey revealed that PHCN agrees that PHCN public relations is imperative in conflict management and resolution. The outcome of this research work will go a long way to portray the importance and imperative of public relations in both business and social lives. In the high of this some strong recommendations were made for those who care to know.

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Introduction

INTRODUCTION



BACKGROUND OF THE STUDY



Before the dawn of modern civilization, our forefathers had a way of conducting themselves to ensure peaceful co-existence and mutual understanding which is the cordial point in public relations.



Activities mostly are carried individually because no one was a spokesman for the rest. But, as time went, further, individual got the initiative of forming union, interest group and organizations with impacts in regards to society. To alley the fears of the publics, organizations saw the need to create an arm that could give and take information from the public to retain their trust and co-operation.



According to David ideal (1983) public relations is the study of principle philosophies theories attitudes and the ideas which govern human activities. The public relation practitioner employs effective communications to build, sustain and defend his organization’s reputation among both its internal and external publics.



Along the line public relation among other things helps to formulate polices and also in planning which involves working out operational guidelines and strategies for attainment of the objective. It also assists in the policy execution and evaluation of the activities so far carried out. Also it helps to determine how good the publics are the appropriates of strategies and how well the execution has been effected; no double it is regards as a management function. The united kingdom president of international association of business communication Vicki Stave acre says in a book titled strategic communication that public relations actually contributes to bottom line. It supports the strategic objectives of the company relationship with internal and external public as well as stake holders.



According to study conducted by the association public relations contribute to the bottom-lined by preventing the cost of conflict with its public in terms of strikes litigation and boycotts.



Public relations to achieve these ideas and goals for which an organization is established it must not be neglected that is adequate public relations planning and programming must be in line with that of the organization.



This planning programming and implementation must be evaluated by measuring in terms of their parameter audience, coverage response communication impact and process or influence. This is why cult lip Cortland centered in 1987 that the more likely they are to hold consistent position on that issue the more a person is emotionally involved in his beliefs on controversial statement.



Individual tend to see and respond to their pre-disposition if it is one of the basic principles of public relations that people are essentially rational by nature. They respond to facts and want the truth and they will literately find and act upon it.



Lawrence N Notle 1978 cloistered that human beings are not responsible and rational but rather emotional and which will eventually oppose to a law in favour of buying it’s product or love it’s advertisement but refuse to buy the advertise product but public relational knows how to get on with such situations. Relating to this Frank E. wash observes public relation as the planned effort to influence opinion through good character and responsible performance based on mutually two way communication in public relations which reaffirms that every group or segment has a situation that relates them together and which they have to agree upon with mutual understanding.