Description
ABSTRACT
This study is aimed, at pointing the role of public relations department and the practitioner in building the corporate image in government parastatals.
INTRODUCTION
In any organization, the need to maintain the image of the organization is of great importance hence this study surveys the role of public relations in building corporate image. It set out to find out whether Nigerian Airways Enugu, has in any way established rapport and good will in the course of its dealings with the various publics. It will also identify whether the customers are satisfied with the services of the organization. This study will also x-ray how far the public relations roles has helped or will help to co-ordinate the organization and its various publics. If the publics perception of the Nigerian Airways image when determined is bad, then the researcher would be in a position to advise and make necessary recommendations that will enhance its image. More so the study will contribute to the knowledge of generality of Nigerians in their guest for enhancement of corporate image in government parastatals.
Nigerian Airways is a public corporation and business enterprise and as such is required to succeed. As a public institute devoted to the servicing of the public interest it must have the interest of its publics as a major consideration in the bid to achieve public co-operation and acceptance. As a business institution, the Nigerian Airways must use business principles to operate in such a way that it becomes economically independence against crumbling.
Against this background, Nigerian Airways 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 good and trying to get credit for the good he has done. This involves wining friend keeping them and influencing them as well as others. It also involves looking good by building and sustaining good image or good will through good deeds that will win favourable considerations for Nigerian Airways Enugu among members of the public.
Public relations, by definition according to Frank Jefeckins states that public relations is the process of assessing consumer wants, establishing communication, fostering goodwill so that the consumer wants or needs can be profitably satisfied”.
Another definition according to the editors of public relations news states that public relations is a “a philosophy and function of management, which evaluates public attitudes, identifies the polices of an individual or organization with public interest and execute a programme of actions to earn public understanding and acceptance”
From these definitions, it is obvious that the public relations man blends the public interest with that of the organization for optimal achievement. It also identifies the need for the public relations man to evaluate the public attitude and conception of the organization with the aim of attaining and eliciting favourable actions where necessary.
As a matter of fact, Nigerian Airways Enugu cannot exist in a vacuum. It cannot grow it is neglects the existence of its publics. It must function as an institution ready to communicate effectively with its publics. This include expressing her policies and practices through communication for general awareness.
However, this communication function can best be achieved if public relations manager is given its appropriate place in the management of Nigerian Airways, Enugu. Sincerely speaking, the Nigerian Airways is fast recognizing the enormous function which public relations would perform if allowed into the strategic decision making level of the organization. In this contemporary society. The public scrutiny and accountability is on the increase. It is imperative therefore that good public relation should enhance goodwill and customers satisfaction in the organization.
The image of the Nigerian Airways Enugu depends on her behaviour 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 Airways 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.
George Flangan stated that “if an individual’s contact and experience with a corporation is extensive, his proposed image of the corporation is likely to be strong, positive and relatively stable. If on the other hand, the individual’s familiarity with the corporation is slight as in most of the cases, the image will probably be weak, (negative) and unstable”. The meaning of the statement is that if the level or degree of customer’s satisfaction in any organization is high the customer tends to maintain more cordial relationship and vice-verse. It is the image of the organization that attracts popularity among the potential customers. In this sense, the only image that can last long is the one that its stand is valid, true and authentic.
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 asserts, “No administrative scheme is workable without good will and goodwill about strange practices is impossible without education”. In other words, any new development in Nigerian Airways Enugu that is not communicated to the public in clear terms and with clear evidences so as to elicit favourable actions to attain mutual understanding will be an effort in futility.
It is therefore important that Nigerian Airways Enugu should acquaint itself with the publics for cordiality through continuous and systematic public relations practice. It is essential that all public relations activities of the Nigerian Airways within the frame work agree and understand the corporate personality.
The modern business organization recognizing the changes in the environment, has adjusted. It has more comprehensive and positive programmes by responding to community expectations and pressures. This is the springboard of the concept of goodwill and acceptance.
However, the activities of Nigerian Airways and prospects can better be understand when examined from the point of view of its origin. To this end, below is the mark off point of Nigerian Airways.
TABLE OF CONTENTS
ii Title Page
iii Approval Page
iv Dedication
v Acknowledgment
vi Abstract
vii Table Of Content
CHAPTER ONE
1.0 INTRODUCTION
1.1 The History Of Nigerian Airways
1.2 The Objectives Of Nigerian Airways
1.3 Statement Of Research Problem
1.4 Objectives Of The Study
1.5 Significance Of The Study
1.6 Research Questions
1.7 Research Hypothesis/Null Hypothesis
1.8 Definition Of Terms –Conceptual
1.9 Definition Of Terms Operational
1.10 Assumption
1.11 Limitations Of The Study
CHAPTER TWO
2.1 The Origin And Concept Of Public Relations
2.2 The Place Of Public Relations In An Organization
2.3 Corporate Publics
2.4 Corporate Image
2.5 Social Responsibility
2.6 The Public Relations Practitioner
2.7 Summary Of Literature Review
CHAPTER THREE
3.1 Research Method
3.2 Research Design
3.3 Population And Sample
3.4 Measuring Instrument
3.5 Analysis
CHAPTER FOUR
4.1 Data Analysis And Interpretation
4.2 Discussion
CHAPTER FIVE
5.1 Summary
5.2 Recommendations
5.3 Conclusion
Bibliography