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- No of Pages: 109

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Introduction:

Abstract

This research work was on the effect of good public relation and organized campaigns on the achievement of marketing objective with reference to Nigeria breweries, Enugu. Nigeria breweries know that public support and goodwill as well as good corporate image are very important for business success. Tends to be influenced by their publics which includes its staff, shareholders, and customers and of course members of the press. The company is actually very much interested to know its public problem areas and opportunities with the aim to improving the organization’s overall performance to enable them know what their public thinks about the organization and quality of services of the organization to its publics. The researcher therefore decided to embark on this study with the objectives. The objectives of the study are: To examine the role of public relations in building corporate image for organization in Nigerian with emphasis on Nigeria breweries and determine the extent to which Nigeria breweries has used public relations to achieve her marketing objective. To determine the extent of public Relations messages accessibility to their publics and also find out whether public relations practices influence the opinion of their publics. The literature review describes the various Role of public relations executives in commercial out fit, Strategy and scope of public relations programmes towards achieving marketing objective of an organization. Relevant data based on the scope of the study were collected through primary and secondary data with structured questionnaire as the main instrument administered to two hundred and fifty (250) respondents comprising forty staff, management and customers and members of the press. The questionnaire was highly structured and open – ended where necessary. The questions and the response were very standard to facilitate comparison of responses and to secure good control of the questions; chi-square (x2) was used to analyze the hypotheses formulated. Among the findings were that the Nigeria breweries Public Relations Media Message and quality of their overall services are satisfactory through their mobilization programmes and enlightment campaign but needs more efforts. Public Relation’s Practice influences their publics to favour her products through persuasive and convincing communication. The following recommendations were made; Nigeria breweries should always engage in a constant evaluation of their public relations practice and its effectiveness to identify any short comings. Media combination should be reviewed to always embrace appreciable coverage.

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Introduction

INTRODUCTION



Background of the Study



Businesses are open systems, and most of what they do generate direct benefits and costs for their societies. Today society demands that businesses join in the urgent task of solving society’s problems. Corporations are more than economic institutions and have a responsibility to devote some of their resources in solving problems of which corporations helped to create. However small or large the enterprise may be, we cannot isolate our business from the society around us. Nor can we function without its goodwill. The researcher therefore tried to x-ray the public relations practice in Nigeria breweries to assess its effectiveness in building desired goodwill imperative to healthy business survive. According to British institute dictionary; public relations is defined as a deliberate planned and sustained effort to establish and maintain understanding between an organization and its public”. Again, another definition by Philip Lesley, ‘public relation is a thing that helps an organization and their publics accommodate each other”. American Association of Public Relations Practitioners defined public relations as “Doing the right thing and letting people know about it i.e. applying the golden rule in our every day activities.



From the above stated definitions, it is worthy of note that the importance of public relations department in an industry cannot be over–emphasized. Thus, it aids in the sustenance of understanding and harmony amongst the employees of an industry as well as that of the general public. More so, it makes much for industrial harmony especially during a period of crises and depression. Furthermore, there is need for public relations department in both public and privately owned industries. This is because this department acts as a link between the industry and the audience in that it monitors the feedback process and applies the necessary tools and techniques needed towards the achievement of mutual understanding through constant communication.



This research is aimed at looking into the effect of public relations and organized campaigns on the achievement of marketing objective with particular reference to Nigerian breweries; the practice, activities and objectives of public relations in an effort to maintain industrial harmony amongst the industries and the general public, the problems encountered by this department, and the possible solutions to those problems. The study is set out to find out whether Nigeria Breweries 9th Mile Corner Enugu, has in any way established rapport and goodwill in the course of its dealings with the various publics. It will also identify whether the customers are satisfied with the products and services of the organization. This study will also x-ray how far the public relations roles have helped or will help to co-ordinate the organization and its various publics (customers). If the publics perception of the Nigerian Breweries image when determined is bad, then the researcher would be in a position to advise and make necessary recommendations that will enhance its image. The image of the Nigerian breweries Enugu depends on her behavior and financial performance, her marketing polices and the quality of her products or services, the management style, approach and resultant satisfaction. The protection and maintenance of the image of Nigerian breweries Enugu is the fundamental responsibility of public relation. As the conscience of the organization and its publics, it monitors the diffusion of the programmes of the organization to know when it impinges on public opinion and welfare. No organization can satisfy its numerous public without being perceived first by the publics as trusted and dependable. The dependability of the organization depends on the degree of the comfort given to the publics and her goodwill. In relation to this, Walter Lipman (2012, p.102) asserts, “No administrative scheme is workable without goodwill and goodwill about strange practices is impossible without education”. In other words, any new development in Nigerian breweries Enugu that is not communicated to the public in clear terms and with clear evidences so as to elicit favourable actions and to attain mutual understanding will be an effort in futility. Against this background, Nigerian breweries 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 well and trying to get credit for the good he has done. This involves wining friends, keeping them and influencing them as well as others. It also involves looking good by building and sustaining good image or goodwill through good deeds that will win favourable considerations for Nigerian breweries Enugu among members of the public.