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THE ROLE OF PUBLIC RELATIONS IN ENHANCING CUSTOMER SATISFACTION
Chapter One
Introduction
While there may be many varying answers to why human beings exist, there may be only one answer to why business organisations and or companies exist. A smart economist may generate diverse answers to this one simple question but all will boil down to one point that organisations exist because of the customer as the entire activities of every organisation is targeted towards satisfying a group and or groups of people termed consumers or customers.
Quite often, the difference between organisations that merely survive in business and those that flourish is keeping up-to-date, and fine-tuning to the dynamics of attitudes and prospects in the market place.
One of such changes has been the major changes in attitudes of customers over the years. There was a time when customers were less critical and vocal if not totally satisfied when dealing with a business. This was the time when the choices available on where and who to deal with was limited. The power belonged to the business owner, customers had nowhere else to go and, therefore, customer satisfaction was not so important. This is not the case today. Today, corporations face their hardest rivalry, because they move from a product and sales viewpoint to a marketing philosophy, which gives a company a healthier chance of beating competition (Kotler, 2000). This is because today, customers are becoming increasingly more demanding, less tolerant and very critical when not having their hopes met as they have a lot of choices on where and who to deal with. As a result the power has now shifted to the customer. If they feel you cannot satisfy their expectations they will simply leave and deal with someone who will.
What a customer wants from an organisation is one important issue that is answered in this study. Assuming you go to a restaurant to eat. The waitress comes with a smile to attend to you. You go to another eatery that happens to be bigger than the former and you meet this so serious minded waitress who is all about her business. There is a tendency for you to return back to the small cafeteria and eat. It is psychological that smile alone gives you not just an internal satisfaction but also generates a sense of belonging for the customer. Hokanson (1995) notes that various factors affect customer satisfaction. Such factors include friendly employees, courteous employees, knowledgeable employees, helpful employees, accuracy of billing, billing timeliness, competitive pricing, service quality, good value, billing clarity and quick service.
According to Kotler (2003: 183) a consumer’s buying behaviour is influenced by cultural, social, personal and psychological factors. Personal relationship with consumers generates an intimate relationship with the consumer. The customer is thereby ready to generate dialogue on and relatively pardon short comings of the product of the organisation if any. While many critics of public relations will note that all consumers needs to be satisfied is good quality product at a reasonable and or relatively low price. True, but what attracts the organisation to the public first is its image. There is a tendency to lose its customers drastically if the right imagery for your organisation is not in place.
Scholars have argued that switching costs, is one of the key moderating variable that can significantly influence customer loyalty through such determinants as customer satisfaction, (Oliver, 1993). Schneider and Bowen (1999) advocated that service business can retain customers and achieve profitability by building reciprocal relationships founded on safeguarding and affirming customer security, fairness and self-esteem. It requires that companies view customers as people first and consumers second. Levitt (1986) says that trust, commitment, ethical practices, fulfilment of promises, mutual exchange, emotional bonding, personalization and customer orientation have been reported to be the key elements in the relationship building process. This means that the customer derives real value from the relationship which translates into value for the organisation in the form of enhanced profitability, customer sustainability as a result of loyalty generated by the satisfaction of the customer over a long period of time. Angelova and Zeriki (2011:1) note that “Service quality and customer satisfaction are very important concepts that companies must understand if they want to remain competitive and grow”
Smith, (1998) notes that consumption is the sole aim of production. This brings a question to our mind; who consumes the product? Hence, the importance of the consumer or customer in the production chain cannot be over emphasized and, therefore, there is not just a necessary but compulsory need for their maximum satisfaction as it will be key to the success of any organisation and without which the day-to-day running of the organisation may be a total failure.
According to Hansemark and Albinson (2004) “satisfaction is an overall customer attitude towards a service provider, or an emotional reaction to the difference between what customers anticipate and what they receive, regarding the fulfilment of some needs, goals or desire” Angelova and Zeriki (2011:1) “customer satisfaction has a positive effect on an organization’s profitability; satisfied customers form the foundation of any successful business as customer satisfaction leads to repeat purchase, brand loyalty, and positive word of mouth”. Satisfied customers provide recommendations; maintain loyalty towards the company and customers in turn are more likely to pay price premiums (Reichheld, 1996). The significance of customer loyalty in this is that it is closely related to the company’s continued survival and to strong future growth (Fornell, 1992). Satisfied customers are more likely to repeat buying products or services. They will also tend to say good things and to recommend the product or service to others.
On the other hand dissatisfied customers respond differently. Dissatisfied customers may try to reduce the dissonance by abandoning or returning the product, or they may try to reduce the dissonance by seeking information that might confirm its high value (Kotler, 2000).
In recent years, relationships between an organization and its publics have been the focal interest in public relations research and practice (Bruning and Ledingham, 2000). Public Relations helps in cementing the relationship between customers and the organisation and it is a two-way flow of value. This means that customer derives real value from the relationship which translates into value for the organisation in the form of enhanced profitability and sustainability over a long period of time. The customer can be satisfied by an organisation when:
The world has come full circle from selling to marketing and from seller’s market to buyer’s market. The customer today has the option to buy what he thinks he should and from whom, being in his best interest. Product development, technological improvement, cost optimization and excellent service facility are very important for any organisation but their importance is only if the customer appreciates it. Hence, every business begins and ends with the customer (Sugandhi, 2002). Thus, service organizations are shifting their focus from “transactional exchange” to “relational exchange” for developing mutually satisfying relationship with customers. Customer-centred organisations have a superior understanding of customers’ needs and wants, and then translate them into the capability to give customers what they really need and want which relatively transforms into customer satisfaction as it is essential for corporate survival or existence.
Conventionally, researchers of consumer behaviour have noticed that customers have advanced choice making process from a rational standpoint (Levitt,1986; Gronroos, 1994; Morgan,1994; Gummesson,1994; Bejou et al, 1998). This leading school of thought views consumers as being cognitive and, to some extent, emotional.
There is a rising need for organisations to ensure they promote good relationship between it and its customers as satisfied customers form the foundation of any successful business because customer satisfaction leads to repeat purchase and brand loyalty. Zairi, (2000) note that, “the more customers are satisfied with products or services offered, the more are chances for any successful business as customer satisfaction leads to repeat purchase, brand loyalty, and positive word of mouth marketing. Customer satisfaction leads to repeat purchases, loyalty and customer retention”. However, we must take into account that dissatisfied customers may quickly become lost customers as well as disseminators of negative impressions of the organisation.
Service value today has turned out to be not only the rhetoric of every organisation, but has also occupied a prominent position in every discourse and or research study. No business organisation can survive without satisfying its customers. Likewise no organisation can make a healthy living without meeting the needs of its customers.
Today, service quality in the telecommunication sector in Nigeria is subject to underdevelopment in such factors as technology. Hence the services provided are not satisfactory to consumers of the services. Due to this, there is a need to bridge the gap by creating a mutual and sustainable relationship that can enable the organisations nip in the bud looming troubles as well as create a dialoguing platform aimed at satisfying the need of the consumers. According to Angelova and Zeriki (2011), building customer relationship is a backbone for all organizations in general, and companies in service industries in particular. Creating customer value is a major source of competitive advantage for organizations. Companies need to develop strategies of how to handle dissatisfied customers. Businesses cannot afford under any condition to lose customers, because the cost of replacing the lost customer with a new customer is bigger.
There lies the relative need for a study of this magnitude poised to discover how public relations can be used as a mediator between organisations and their customers as it provides an in-depth understanding of how customer-organisation relationship can help stimulate and or act as fuel for customer satisfaction.
This study aims at showing
1.5. Hypothesis
H – There is a significant relationship between public relations and customer satisfaction
H – There is no significant relationship between public relations and customer satisfaction.
H – There is a significant relationship between customer satisfaction and customer loyalty
H – There is no significant relationship between customer satisfaction and customer loyalty
1.6. Significance of the Study
As earlier stated, the sole reason for the existence of an organisation is the customer; Sugandhi (2002) further stressed that the customer is the beginning and the end of every business buttressing the point of prominent economist Adam Smith that the customer is the sole of production. All these point to the fact that achieving customer satisfaction is often the end target of all organisations.
This study will create an understanding of how the telecommunications industry can improve its business performance through service quality, customer satisfaction which leads to customer loyalty. This is aside becoming a reference point for further and future researches.
Furthermore, this study will enable organisations to better appreciate the significance and importance of various determinants of customer satisfaction in the industry.
This research presents a very useful source of solutions and information for managers and researchers in the field of public relations and customer satisfaction. The research provides new evidence on the practicality and usefulness of public relations to creating customer-organisation relationship which stimulates and or fuels customer satisfaction.
1.7. Scope of the Study
This study revolves around KKTC Telsim office in Ortakoy, Lefkosia as well as students of Cyprus International University, Nicosia who patronise the telecommunication company.
1.8. Operationalisation of Terms
Public Relations: Roger Haywood (1984:3 as cited in Adegoke, 2001:1) defines public relations as “the projection of personality of the organisation. It is the two-way communications between the organisation and the audiences critical to its success”.
Customer Satisfaction: customer satisfaction is the conclusion created as a result of the comparison of customer pre–purchase expectations with post-purchase evaluation of a product or service experience (Oliver, 1997).
Enhance: this refers to improving something through an action.
Roles: this refers to the functions a thing can play in an event
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IMPACT OF PUBLIC RELATIONS IN ORGANIZATIONAL DEVELOPMENT ( A CASE STUDY OF ENUGU STATE WATER CORPORATION)
CHAPTER ONE
INTRODUCTION
In this area of multifarious organization for production, service or distribution and its subsequent water – tight competition among the concerns, it has become germane for an organization whether profit – oriented or public service type to continually adjust themselves to the needs of the environment in order to survive.
“No man island”. The same is applicable to an organization because no organization can function in isolation from its public that constitute its environment.
The public which constitutes the environment and forms the nucleus of any society has to be pleased and satisfied that an organization has its interest at heart for the organization to survive. There can be no escape in today’s world from the grinding wheels of public attitude. This is the era of “ the public be pleased”. For the obvious reason that every organization is dependent on its public for survival. And public support can only gained of the public are satisfied.
The prevailing notion that “the customer is always right” therefore needs to be treated courteously and respectively has heightened and intensified the relevance of the public relations in to day’s business organization. Subsequently business organizations should not keep away from the pubic, but should maintain a progressive cordial relationship with them.
The public relations role includes how well an organization has been able to elicit the understanding of its customers, which it needs to survive and grow in business.
The nature this relations with customers depend very much on how well the customer are treated and how well they are satisfied with the services of the organization which will invariable affect the reputation of the organization public relations can play an important role in safe guarding a reputation or in establishing a new public image, it can also do valuable work in improving or enhancing methods of communication with existing and potential customers.
An organization needs to be understood so as to fare well in the midst of competition. One way of doing this is to map out a programme of action that is to customer oriented and favourable to the general people. The idea is to establish a solid base and gain a competitive advantage over its competitions. This has given rise to a new business philosophy in which the orientation is to evolve a cluster and value satisfactions such that the targeted public would want to deal with an organization rather than its competitors. This marketing innovation strategy advanced by professor Theodore lavitt aids to form the pillar of public elations.
For threw to be cordial relationship and understanding, there must be communication which forms the main tools of public relations practice. Like wise for the comm. communication to be effective and profitable, it must be mixed with courtesy and politeness which is what public relations all about. The effective communication plays a relevant part in an organization’s relations with its customers. An organization should endeavour to integrate the interest of its customers in its policy; to give them a sense of belonging through interpreting the objectives and activities of the organization to them most people are interested in what an organization is doing to meet their concerns and interest. It is the function of the public relations progression to explain the organization’s actions to various publics involved with the organization. As offonry Kanu (1985.25) succinctly and maintaining public goodwill is communication’; public relations communication is two-way communication. The public relations professional also pays close attention to the thoughts and feedings of the organization publics. Some experts refer to public an organization and its public.
It is “public’s because the organization typically deals with many different several public in its day – to – day operations, several public relations scholars external publics. Internal public conclude employee mangers. External public consists of customers, government, dealers, suppliers, members of the community and the mass for all these various public serves as the link for all these various public.
Public relations is a management function it is designed to enable as form set its goal and adapt to a changing environment. It is easily identifiable
That the basis philosophy underlying public relations practice is that people matter and that opinion is of prime importance in all spheres of actives. As put by Joseph R. Dominick in the dynamics of mass communication; “public relations is a management function that helps to define organization objectives and facilitate organization change” public realt6ions partitions communicate with all relevant internal and external publics in the effort to create consistency between organizational goals and social organization programmes that promote the exchange of influences and understanding among organization’s constituent parts and publics.
Public relations by way of definition according to the British institute of public relations (IPR) “referred to it as the planned and sustained effort to establish and maintain good will and mutual understanding between an organization and its public’; The phrase “planned and sustained” portrays that PR practice is not a chance event or fire brigade approach to management.
Sam black (1982) defined public relations practice “as the art and science of achieving harmony with the environment through mutual understanding based on truth full information. Again the phrase “based on truth and full information should be noted because public relation s practice is not based on half truth.
From the above definition, me can deduce that public relation refers to the management function that aims at making financials and building internal external good will on be reasonable assumption that these are strongly needed for the organization to remain in what ever business it engaged in as well as grow and prosper in it.
It is the theory of public relations that management shall plan, establish, sustain and maintain mutual understanding and goods will with its public based on truth and full information. However, it is the practice of public relations that theses noble principles should not only be accommodated in the organization’s policy decision, but must be impalement to the later. The organization must be seen living up to its public relations principle, before talking much about it, because, it has been said with some truth, that public relations is 90% percent doing good and 10 percent talking about it.
In the case of Enugu state water corporation, a large percentage of the needs of the customer are administered by the employees. Only on rare occasion segment. Therefore the way the employees attend to these customers answers their enquires etc. will as certain the likely perception of he organization by the customer (whether positive or negative when services are rendered efficiently and promptly questions answered politely and customers treated courteously customers will most likely return to do business with the corporation.
Apart from containing to do business with the corporation, customers will also inform their financial and relations about the form and they will in turn patronize the corporation. Thus, the water corporation not only gains more customers, but its corporate image will soar as it will be perceive positively by as many as will hear about it. Besides, customers are potential applicants and jobs seekers. The relations an organizations with its customers right reveal to the applicants whether the organization is a good one to work with. The way the public perceive organization will determine how the public will respond to the respond to the organization, either with hostility, apathy, prejudice and ignorance. And since the organization cannot dot with out their pubic threw is the necessity to not only build, but also to sustain and maintain good public relations, positive corporate image. As stated by George flakagan “if an individual’s contact and experience with an organization is extensive, his proposed image of the organization is likely to be strong, positive and relatively stable, if on the other and, the individual duel’s familiarity with the organization is slight, the image will probably be weak and negative. Thus, the degree of customer’s satisfaction in an organization goes a long way in effecting the image of the organization. If the satisfaction is high, the customer tends to maintain a more cordial relationship with the organization and vice –versa.
The Enugu water corporation both a public service and business organization and as such it requires to succeed. As a public institution, it is devoted tom servicing of the public interest, it must have its customer satisfaction as the prime motive so as to enhance its public image and gain public good will and acceptance.
As a business organization it must use business principles to operate in such a manner that it becomes economically viable enough to defend maintain its independence against crumbling.
Against this bank ground, Enugu state water corporation establishment the public relation of the organization object actives. this is so because no business organization can make any progress or head way without the service of public relations personnel.
The Enugu state water corporation metamorphosed from the state ministry of work through periods of creation of states in Nigeria, to its present formation its origin therefore started before the creation of old Anambra and Imo State ministry of works the them state ministry of works known as water supply division was created in the ministry to handle wear supply in the state.
In 1970. the two state Anambra and Imo States were created along with other new state in Nigeria by the then federal government and this led to the formation of the then Anambra state water board in 1975 which was later renamed as Anambra state water corporation as a full government parastatal. In 1978, the state government established an edict know as Anambra state establishment of the state water board with responsibilities of provision, conservation, maintenance and distribution of potable water to the people of the state and in other hand, charge water users for the services rendered to them such charge known as water rates were based on the government’s approved subsidized Farris.
The Enugu state water corporation (ENSWC) was establishment by Edict No. 1 if 1997. the edict defines a Board, consisting of the director general of the ministry of public utilities (or his representative), the managing director of ENSWC, the executive director of the department of finance and department. In the amendment of 1999, the executive director for Engineering was added. In practice the executive director of Administration is also member. The Edict assigns to the corporation the task of water supply through the state, both in rural and urban areas. According to the edict, ENSWC shall “develop, provide conserve and distribute in the state water for public, domestic and industrial purpose and charging adequate fees. “for this, all state assets related to water supply have been transferred to ENSWC.
Mean while daily maters, ENSWC is managed by the managing director, assisted a staff office for public relations and a staff office for internal audit.
To carry out its responsibility, the corporation has
– a finance and supplies department with an accounts and a purchasing section,
– a commercial department, responsibility for the billing and collection
– an administrative department for personnel management, transport and security;
– a department for engineering service sections
This is the biggest department. Apart from sections at HO, it includes the Ajall: water treatment plant and eight (8) Zonal offices: four in Enugu City:
G R A
Enugu central
New Haven
Uwani
And four throughout state:
Ogui
9th mile (covering a part of Udi LGA)
Udi.
Nsukka, which is recently in Nsukka North, Covering, Udenu, Igbo Eze North, Igbo Eze South and town, Nsukka, Igbo Etiti and Uzo – Uwani LGAs)
Net work operation and maintenance (mainly in Enugu metropolis and Nsukka town) is completely the responsibility of the zonal oggices, as there is no distribution section vices at jead Quarter (HO).
1.3 MAJOR ACTIVITIVES OF ENUGU STATE WATER CORPORATION
The water corporation is seriously involved in the business of portable drinking water to the inhabitants of Enugu state and also keeping record of the money realized from such business for the maintenance well pay its staffs.
1.4 POLICY ON CUSTOMER RELATIONS
It is the policy of the water corporation that they depend on the customer for survival and therefore customer should be accorded due respect.
The water corporation believes that the “customer is always right” and should be treated courteously. the corporation ensures that customer are treated equally and attended to in time and provides a complaints box equally where customers drop their written complaints and grievances.
And they consider the satisfaction of their customer as the top most priority.
1.5 Statement of the research problem
The Enugu state water corporation like any other organization has lately dabbled state and in other hand, charge water users for the services rendered to them, but such charge known as water were based on the government’s approved subsidized ferrets.
The Enugu state water corporation (ENSWC) was established by Edict No, 1 of 1997. the Edict defines board, constituting of the direct general of the ministry of public utility (or reprehensive), the managing direct of ENSWC, the executive director of the commercial department. In the amendment if 1999, the executive director for engineering was added. In practice the executive director of administration is also a member. The edict assigns to the corporation the task of water supply through out the state, both in rural and urban areas. According to the edict ENSWC shall: “develop, provide conserve and distribute in the state water for public, domestic and industrial purpose and charging adequate fees. “For this a;; states assets related to water supply have been transferred to ENSWC.
Mean which in daily matters; ENSWC is managed by the managing direct, assisted by a staff office for public relation and a staff office for internal audit.
To carry out its responsibility, the corporation has
– a finance and supplies department with an accounts and a purchasing section
– a commercial department, responsibility fir billing and collection, and administration department for personnel management transport and security;
– a department for engineering services.
This is the biggest department apart from sections at HO, it includes the Ajall: water treatment plant and eight (8) zond offices : four in Enugu City:
G R A
Enugu Central
New haven
Uwani
And four throughout the state”
Ogui
9th mile (covering a part of Udi LGA)
Udi.
Nsukka, which is recently divided in Nsukka North, (covering Udenu, Igbo – Eze North, Igbo – South and Isiuzo LGAs) and Nsukka Etiti and Nsukka town, Nsukka Igbo
Net work operations and maintained (mainly in Enugu metropolis and Nsukka town) is complete the responsibility of the zonal offices, as department for Engineering services at head quarter (HO).
1.6 Objective of the study
According to S.T Harlow (1993:25) public relations is a distinctive management function that helps to establish and maintain mutual of communication, under standing and acceptance between an organization and its public.
As regards this, this is geared towards examining the necessity of public relations out in the water corporation into public relations by up public relation department.
However unlike other institutions, public relation in Enugu state water corporation has not been given adequate attention and power to co-ordinate all the unit in the corporation.
In most water corporations in the country, public relations departments are not filled with precise power in what to corporation not to do. Most water corporation neglects them and relegate them to the back ground. Most of the corporations, infact not under stand nor appreciate the management function of public relations department. They ten to see it only as an image-making department fit only to carry out their public stunt.
There is the need in most water corporations for effective utilization of their public relations department and the in corporation of public relations department into managerial cadre.
There is this general view that water corporation workers tend to treat people (customers) without any regard elation.
This them has led people away to patronizing water corporation to ration more so to portray the roles this department play for the corporation. This task which is its managerial function of establishing rapport and good will between the corporation and its various.
Some of the objectives are:-
a) To examine the relation between the water corporation employees and the various public of the corporation whether the relationship is as it supplied to be.
b) To discover the effects of this public relations role in achieving the organization objectives.
c) To find out the day to day activities of the public relations department in the water corporation
d) To ascertain the level of customer contribution in the services rendered by Enugu state water corporation.
1.7 Significance of the study
Research on this topic is considered to be great importance due to be the fact that it will necessitate the application of public relations in enhancing and boosting the satisfaction of customers.
The water corporation or other organization times are involved with the various public in the social, subsequently, this demands that the Enugu state water corporation endeavour to be in continuous communication and contract with their various public so as to quickly communication and explain the policies and activities of the corporation to their carious public, they should like wise represent fully the interest these publics during the formation of these public
1.8 Research questions
Enugu state public relations personnel of Enugu state water corporation satisfy their various customer through the communication function?
1.9 Scope and limitations of the study
while carrying out this project, I met with scads of difficulties that limited the study.
Some of the these problem are lack of found for transportation to and for Enugu further more, some of the respondents were reserved in responding to the questionnaire. They were afraid they mighty be implicated.
Conclusively, lack of the necessary test books in the library limited the scope of the literature review.
1.10 Definition of terms
For the objective of charity in this project, the research adopts the use the these words with the following meaning:-
PR public relations, due to the length if the word, it has been abbreviated to PR and will be used in the course of the project.
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]]>BEFORE YOU READ THE ABSTRACT OR CHAPTER ONE OF THE PROJECT TOPICS BELOW, PLEASE READ THE INFORMATION BELOW.THANK YOU!
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PUBLIC RELATIONS AND CORPORATE IMAGE BUILDING IN TERTIARY INSTITUTIONS
CHAPTER ONE
INTRODUCTION
1.1 Background To The Study
According to Ivy Lee,(1900 ) public relations is a management function, which assesses public attitudes, and defines the policies, procedures and interests of an institution towards executing a program of action to earn public image of appreciation and acceptance.
The significance of PR is to build good image and relationship with the institutions various publics through favourable publicity, handling crisis management issues and building a good corporate image, in today’s modern society institutions with PR department must be proficient in the use of social media. Mark Burgess
It is the role of Public relations to inform the public about news, affect the news, receives the news, and react to the news towards building the brand image of the institution through the media.PR determines the shape of an institution reputation, image, culture, brand perception. PR utilizes various modes to build the image of the institution such as the use of radio, digital video, tv, print , broadcast, and the social media. Apparently social media has greatly affected other modes of communication in today’s communication sector. Lisa Buyer – The Buyer Group. Heidi cohen (2011)
Public relations specialists ensure the establishment and maintenances of good relationships with the institutions publics, media, and opinion leaders. PR responsibility include the writing of speeches, acting as the institutions spokesperson, designing communications campaigns, preparing clients for press conferences, writing news ,working with the press, arranging media interviews and speeches, managing the website and social media , managing crisis to build institutions reputations , handling internal communications, and marketing activities , event management and brand protection .The research therefore seek to appraise Public Relation and Image Making in Government Institutions with a case study of NIGCOMSAT, Abuja.
1.2 STATEMENT OF THE PROBLEM
The 21st century has greatly affected the nature and role of PR. This is because the Internet has facilitated the easy dissemination and rejection of messages. The clutter of PR messages can mislead readers and viewers, and at the same time can go viral enough to make the possibilities intriguing. Institutions will have to address salient issues to enhance the effectiveness of PR in today’s internet driven society. Credibility; PR professional must work extra hard to gain credibility as a result of the evolution of internet social media. This means that gaining access to media outlet would demand the presentation of credible messages as media editors are out to screen PR Messages for credibility, accuracy, professionalism and quality. The 21st century has facilitated people with internet facility to get a message out in seconds. This has led to lot of exaggeration and false claims that has eluded the credibility of PR promotions .Consequently an institution must evolves measures to establish the credibility of its messages. This can include establishing your credentials and background, third party endorsement who will be ready to offer the facts and figures to support your credentials. Multiple Channels; Today there are multiple channels of communication other than the traditional methods of TV, radio and newspapers. Institutions must choose the most suitable medium to reach its target audience.
The objective of this research work includes the following.
To give focus to the research problems, the following questions were formulated.
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Bank: FIRST BANK
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THE ROLE OF PUBLIC RELATIONS IN AN OEGANISATION
TABLE OF CONTENTS
Title Page – – – – – – – – – – i
Approval Page – – – – – – – – – ii
Dedication – – – – – – – – – iii
Acknowledgements – – – – – – – – iv
Table of Content – – – – – – – – vi
Abstract – – – – – – – – – – ix
CHAPTER ONE
1.0 INTRODUCTION – – – – – – – 1
CHAPTER TWO
Literature Review – – – – – – – – 12
CHAPTER THREE
RESEARCH METHODOLOGY – – – – – – 32
CHAPTER FOUR
Presentation and Analysis of Data – – – – – 37
4.1 Data Presentation – – – – – – – 37
4.2 Analysis of Data – – – – – – – 38
4.3 Findings – – – – – – – – – 46
CHAPTER FIVE
Summary of Findings, Conclusion and Recommendations – 48
Reference – – – – – – – – – 56
Appendix I – – – – – – – – 58
Questionnaire – – – – – – – – 59
ABSTRACT
This study is aim at revealing the effectiveness of public relations in the Banking Industry. Public relations is a tool used by organization to boost their image and maintain a good standing in the world market. It is essentially employed by government, schools, individuals and organizations to achieve a set goal of being a leader in any industry. The problem associated with public relations is that it is money intensive. Organizations spend huge amount of money to create a good relationship between them and the public that consumes its products. Some of the method of creating public relation is not easily accepted by the public as they see it as exploitation. Public relations may not be making progress but through intensive advertisement, may create a good impression outside. Methods of creating effective public relations include advertisement, philanthropic activities, sponsoring of sports and festivals, Bonanza, competitions, and giving a free products of an organization to people within a stipulated time. Offering of scholarship to brilliant people in the place or country of the organization. UBA bank Ado Ekiti give out gift items to their customers such as biros, calendars, and other items in appreciation of patronage. Many of its customers smile home every month with cash prices and awards for effective operations with the bank. The staff of the organization are not left behind since there is Christmas and new year Bonanza for them annually. The organization is poised to go extra mile since the tool of public relations is making huge returns for them more than expected.
CHAPTER ONE
INTRODUCTION
The practice of public relations is as old as history, though the form of public relations as practiced today is a fall out of the World War II. Even as early as 1800 BC public relations in one form or the other was practised. It can be traced to the biblical injunction in Leviticus 19 vs 18 that “thou shall not avenge, nor bear any grudge against the children of thy people, but thou shall love thy neighbor as thy self. I am the Lord from the above”. It can be seen that it is good to be good and public relation is all about being good. An organization that is good to its immediate neighbours will contribute to their wellbeing and will get the understanding.
The first practice of public relations was by Adam and Eve when they were still in the Garden of Eden. The Bible has it that after eating the forbidden fruit, they realized that they were naked. When God called them; their first thought was covering their nudity before appearing to God. This is public relations because they wanted to appear presentable before God.
In ancient times, priests were experts in opinion formation and persuasion. Kings consulted them before any important ceremony took place. They served as a kind of public relations adviser to the kings. It was the duty of these priests to produce literature of praise, of commendation and edicts.
In Egypt then, tombs, temples, pyramids were built to impress on the people the greatness and importance of the kings and the elites.
In Greece, the ruling class staged events such as Olympic games to develop the national spirit and sense of unity. Orators were used in Rome as a means of affecting the people’s minds and establishing public opinion.
The first organized form of public relations was during the reformation and counter – reformation. As one would recall, the reformation was a religious resoluation of the 16th century which divided western Christendom into two; namely, the Roman Catholic and the Protestants. It was a movement that stressed the right of individual conscience. The reformation attacked the absolute ecclesiastical powers of the Roman Catholic Church.
As a result, the Roman Catholic Church launched a counter reformation in the 17th century by the authority of Pope Gregory XIII. A committee for the propagation of the faith was established to open seminaries and published religious works. This committee was at times called collage of propaganda. They appealed to the opinion of the congregation through propaganda. Their concern was to persuade the people to accept and preserve the unity of the church.
Historical Allan Neus traces the beginning of public relations in American to Alexander Hamilton. Dr. Nevris also endorses professor Broadus Mitchell’s view expressed in the biography to win ratification of the constitution of public relations”
Business also recognized the need for more than one press gently to inform the public about business operations in the early 1900s. During that period, business was denounced as un-scrupulous and an enemy of the masses by many popular writer including Thomas W.W. Lawson, Ida Tarbel and others who attached the morals of business. Also in the public criticism of business, business recognized that public relations was born. A leading exponent of informing the people was Ivy Lee. He insisted that corporation should give the public accurate information about their policies and practices. He was the first to set up a public relations consultancy.
In 1903 Lee informed the public relations firm of Parkar and Lee, which in 1916 BECAME Lee, Harns and Lee. In 1991, he was joined by Thomas Ross to form Ivy Lee and T.J. Ross Associates, Ivy Lee is known as the father of modern public relations.
Public relations practitioners in 1920’s also recognized the need why public relations aimed not only to inform the public attitudes towards business. During the economic depression of the early 1930’s the understanding and goodwill towards business, developed by the early public relations councilors during the booming of 1920s turned into distrust of business.
Business management realizes the establishing public relations departments and employing public relations manager to improve the public image of business. In 1931, Paul Garref was employed by the General motors’ corporation as the public relations manager.
In Nigeria, the development and practice of public relations was linked with World War 1 and II when public relations was devoted to creating a better public understanding of the problems converting from a war time to a peace economy. Even before the war, public relations practiced existed. There was maintenance of relationship with traditional rulers to get in touch with their people. In history of Nigeria, the Alafin of Oyo Empire was responsible for peace and order, distribution of honour, award of titles, protect of vassal states from external attacks and settling of disputes.
The banking industry has been identified over the years as having the potential of transforming the basic economy of any community state or nation, If properly established and well constituted, controlled and managed. In the banking industry today, certain problem affected the effectiveness of public relations thereby, preventing them from achieving their target aim.
One of the major problems in UBA bank Ado Ekiti is poor customer services shown by long but avoidable delays in accomplishing simple transaction. These transactions range from encashment of cheques, opening of new accounts to processing of loan and overdraft applications. This delay of services is obviously detrimental to office owner, international businessmen and students as work to withdraw some small amount of money.
Secondly, it appears that the bank is faced with incompetent staffs carrying out infection transactions. This is because staffs are not employed by men rather they are more often employed by god fatherism.
Finally, the need to bring to the fore, a thorough understanding of the impact of public relations of bank services in the quest for continuous relevance and survival by the bank.
The objective of this research work includes the following.
It is intended that through this study, we will be able to find out the way UBA bank related with the people of Ado Ekiti. This study will be useful in the following area.
To find out the efforts UBA bank is making towards improving its relationship with their numerous public thus enabling other banks to improve on their neglected areas.
To create awareness of the importance of public relations department in banks and to input those that have none, to establish some.
To reveal the strategies use by the bank to achieve their goal.
To give focus to the research problems, the following questions were formulated.
Some factors posed a problem in the course of this study. These limitations are lack of literature on public relations strategy as adopted in UBA bank Plc Ado Ekiti. Also the simple average percentage statistical technique adopted would have earned a better result if not for divergent level of understanding and prejudices of the respondents. Lack of time equally affected the scope of the study.
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IMPACT OF PUBLIC RELATIONS ON CRISIS MANAGEMENT OF MULTINATIONAL CORPORATIONS
ABSTRACT
This Project examines Role of public relations in crisis management, a study of Union Bank Plc. Garden Avenue Enugu. To achieve this, the survey research method was adopted. The researcher uses the number of the population as the sample size; this is because the population is already small to reduce as we know that the purpose of sample size is to reduce the large number of population. Three research questions guided the study. Research findings showed that public relations play a vital role in crisis management. In view of these findings, the researcher recommended that every good organization must have public relations department, with well qualified staff and provide them with basic facilities to work with like security camera etc. The researcher suggested that Union Bank Plc. should imbibe public relations as a philosophy of management and all organization should be made to appreciate the place of public relations in the organization.
CHAPTER ONE INTRODUCTION
1.1 Background of the Study:
Public relations play a vital role between an organization and its public. Its practice aims at establishing a two-way communication, seeking common ground or areas of mutual interest and establishing understanding based on truth, knowledge and full information. It is that indispensable bridge that fosters co-operation and understanding. With increasing intensity, the civil society is rather active than passive in the affairs that concern them. Similarly, organizations are more socially responsible in their business undertaking in reference to public opinion. The reason is not far fetched. Today’s organizations, no matter how pretentious they are, are aware that they need to build dependable relationship with their publics. However, it is obvious that no matter how hard an organization attempts to project her image, occasions arise when crisis develops and threatens the very foundation of the organization concerned.
Public relations have myriad of definitions. The British Institute of Public Relations (1994) defines it as deliberate, planned and sustained effort to establish mutual understanding between an organization and the public. The Mexican definition which was as a result of International conference held in Mexico City in 1978, says, Public relations practice is the art and social science of analyzing trend, predicting their consequences, counseling organization leader, and implementing planned programmer of action which will serve both the organization and the public interest. Harlow(1976) defines it as distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its public; involves the management of problems or issues; helps management to keep informed and responsive to public opinions, defines and emphasizes the responsibility of management keeps abreast of and effectively utilize change; serving as an early warning system to help anticipate trends and uses research and ethical communication techniques as its principal tools. Indeed, Public Relations have long been discovered as not only a management function but the basis of philosophy of management. According to Oxford Advanced Learner’s Dictionary (7th edition) crisis entails a time of great danger, difficulty or confusion when problems must be solved or important decisions must be made. ‘Crisis can be said to be an unsettling situation with disquieting disposition needing a return from the status quo. In view of the situation in Nigeria currently, crisis can be in different forms, example political crisis, financial crisis, fuel crisis, labour crisis, civil disturbance engendered by a perceived wrong doing by a corporate organization, management, shareholder and management related crisis and so on. These are to mention but a few instances because there are so many dimension of crisis. Crisis can occur as a recall of an action of omission or negligence; even a natural disaster can trigger off crisis in an organization. Crisis can either be violent or nonviolent in nature Solu; 1994, p. [383]. However, in as much as crisis is an inevitable situation, there is always the need to develop pre- emptive strategic method to prevent its occurrence. But in case crisis occurs and poses great danger, difficulty or uncertainly, the big questions for public relations experts or managers is: what do they do? How best do they utilize their training and knowledge to resolve a situation that is unstable and capable of a highly undesirable outcome?
A brief history is necessary because several structural changes and innovation have taken place in the bank to make it what it is today. Union Bank is a large commercial bank, serving individuals, small and medium –sized companies, as well as large corporations and Organizations. A brief history is necessary because several structural changes and innovation have taken place in the bank to make it what it is today. The first branch of the
Union Bank opened for business in Lagos in 1917 and almost immediately, the Jos and Port-Harcourt branches followed. Then the bank was known as colonial Bank to reflect the signs to time. Nigeria was under the British rule and who of course, introduced the bank. The bank opened twelve more branches in different parts of the country and later became known as Barclays Bank.
In 1971, the shares of the bank stock were listed on the Nigerian stock Exchange. In the same year, 8.33% of the bank’s shares were offered to Nigerians. The following year, the federal Government of Nigeria acquired 51.67% ownership of the bank, leaving Barclays Bank Plc of London with 40% ownership. In 1979, that 40% was sold to Nigeria individuals and business to comply with the recently enacted banking and investment laws. The bank changed its name to Union Bank of Nigeria Plc., to reflect its new ownership structure. In 1993, the federal Government of Nigeria completely divested its ownership in the bank. Subsequently, Union Bank of Nigeria Plc. acquired the former Universal Trust Bank Plc. and Broad Bank Limited. It also absorbed its former subsidiary Union Merchant Bank Limited.
Union bank has grown enormously since 1979.Beween 1981 and 1984, the bank made the highest level of profits in the banking sector. While In 1986, it became the first
Nigerian to hit 1 billion naira mark in the savings deposits. Its total assets which stood at 5,
29.550 billion naira in 1986 has risen to about 329.6 billion naira in 2003. In July 2009, it was rated the 556th largest bank in the whole world and the 14th largest world in Africa. As of June 2012, the bank’s asset base was estimated at US$6.784 billion (NGN:1.049 trillion).The shareholders equity at that time was estimated at US$1.22 billion (NGN:188.4 billion). The bank has a branch in London which commenced operations in September 1983 with five million pounds and 12 members of staff, now it has grown to more than 30 million pounds with staff strength of 42.
Union Bank of Nigeria Plc with its mission statement of “To be the foremost financial institution with the satisfied customer” is one of the largest companies listed on the
Nigerian Stock Exchange and ranked among the most successful in the whole of African.
1.2 Statement of the Research Problem: There is a saying that goes thus:”Change is the only constant things in life”. In as much as change is desirable, not all change brings good fortunes, some bring about positive effects while some simply are destructive and devastating. The problem is that with each passing year many organizations find themselves enveloped in crises which decelerate growth and brings instability in the polity, unhealthy competition, destruction of life and property as well as loss of life. What factors could be responsible for these? Does it mean that Public Relations departments are overtly ignored or underrated in organizations? A corporate organization like Union Bank Plc which has grown to such a magnitude has had its crisis periods. Of course no business can operate in troubled waters. Therefore the question this study seeks to answer is: how has Public relations expertise and experience been used to effectively manage a crises situation in Union Bank Plc Garden Avenue Enugu.
1.3 Objective of the Study
The study had the following objectives
i. To determine the role public relations play in crises management at
Union Bank Plc ii. To determine what Public relations tools were used to resolve the crises at Union Bank Plc.
iii. To ascertain how effective the Public relations tools were used in
resolving the crises.
1.4 Research Questions
The study answered the following research questions.
1. What roles does public relation play in crises management at Union Bank
Plc?
2. What Public relations tools were used to resolve the crises?
3. How effective were the Public relations tool used in resolving the crises?
1.5 Hypotheses
Ho: Public relations does not plays any role in crises management at
Union Bank Plc.
Hi: Public relations play a role in crises management at Union Bank
Plc.
Ho: A good public relations unit cannot help prevent crisis in Union
Bank Plc.
Hi: A good public relations unit can help prevent crisis in Union Bank
Plc.
Ho: Public relations unit can not maintain peace in Union Bank Plc
Hi: Public relations unit can maintain peace in Union Bank Plc.
1.6 Scope of the Study
The study is limited to Union Bank Head Quarters Enugu, Garden Avenue. This branch is large and representative enough to provide all the information necessary to do justice to the study within the period.
1.7 Significance of the Study
The study will go a long way to benefit many co-operate Organization, the academics and Government Officials in Crisis as few work have been done on the subject. The foundation of modern society lies in its economic and industrial capacity for business and governance to grow and progress. There is the over whelming need to ensure stable social, political and economic environment. This show the vital position public relations has come to occupy in the scheme of things. Public Relations application in administration and Management can help in achieving the desired expectations when properly harnessed.
In other words, business and industries will find the study important and used as it attempts to mirror the various Crisis, it also proffers solutions. The society will benefit from this research especially in this time of stress on the national economy and the high level of corruption pervading all sectors of our national life.
1.8 Operational Definition of Significant Terms
The definitions of the vital terms used in the research are given thus:
Public: Customers and staff of Union Bank Plc. Garden Avenue Enugu from Jan. to July 2014.
Public Relations: It is the practice of managing the spread of information between the staff of Union Bank Plc. Garden Avenue and their customers.
Crisis: Violence created by the retrenchment of Union Bank Plc. Garden Avenue Enugu in
2008.
Crisis Management: It is the process by which Union Bank Plc. Garden Avenue Enugu deals with a major event that threatens to harm their staff and customer.
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Bank: FIRST BANK
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THE ROLE OF PUBLIC RELATIONS IN ENHANCING CUSTOMER SATISFACTION
Chapter One
Introduction
While there may be many varying answers to why human beings exist, there may be only one answer to why business organisations and or companies exist. A smart economist may generate diverse answers to this one simple question but all will boil down to one point that organisations exist because of the customer as the entire activities of every organisation is targeted towards satisfying a group and or groups of people termed consumers or customers.
Quite often, the difference between organisations that merely survive in business and those that flourish is keeping up-to-date, and fine-tuning to the dynamics of attitudes and prospects in the market place.
One of such changes has been the major changes in attitudes of customers over the years. There was a time when customers were less critical and vocal if not totally satisfied when dealing with a business. This was the time when the choices available on where and who to deal with was limited. The power belonged to the business owner, customers had nowhere else to go and, therefore, customer satisfaction was not so important. This is not the case today. Today, corporations face their hardest rivalry, because they move from a product and sales viewpoint to a marketing philosophy, which gives a company a healthier chance of beating competition (Kotler, 2000). This is because today, customers are becoming increasingly more demanding, less tolerant and very critical when not having their hopes met as they have a lot of choices on where and who to deal with. As a result the power has now shifted to the customer. If they feel you cannot satisfy their expectations they will simply leave and deal with someone who will.
What a customer wants from an organisation is one important issue that is answered in this study. Assuming you go to a restaurant to eat. The waitress comes with a smile to attend to you. You go to another eatery that happens to be bigger than the former and you meet this so serious minded waitress who is all about her business. There is a tendency for you to return back to the small cafeteria and eat. It is psychological that smile alone gives you not just an internal satisfaction but also generates a sense of belonging for the customer. Hokanson (1995) notes that various factors affect customer satisfaction. Such factors include friendly employees, courteous employees, knowledgeable employees, helpful employees, accuracy of billing, billing timeliness, competitive pricing, service quality, good value, billing clarity and quick service.
According to Kotler (2003: 183) a consumer’s buying behaviour is influenced by cultural, social, personal and psychological factors. Personal relationship with consumers generates an intimate relationship with the consumer. The customer is thereby ready to generate dialogue on and relatively pardon short comings of the product of the organisation if any. While many critics of public relations will note that all consumers needs to be satisfied is good quality product at a reasonable and or relatively low price. True, but what attracts the organisation to the public first is its image. There is a tendency to lose its customers drastically if the right imagery for your organisation is not in place.
Scholars have argued that switching costs, is one of the key moderating variable that can significantly influence customer loyalty through such determinants as customer satisfaction, (Oliver, 1993). Schneider and Bowen (1999) advocated that service business can retain customers and achieve profitability by building reciprocal relationships founded on safeguarding and affirming customer security, fairness and self-esteem. It requires that companies view customers as people first and consumers second. Levitt (1986) says that trust, commitment, ethical practices, fulfilment of promises, mutual exchange, emotional bonding, personalization and customer orientation have been reported to be the key elements in the relationship building process. This means that the customer derives real value from the relationship which translates into value for the organisation in the form of enhanced profitability, customer sustainability as a result of loyalty generated by the satisfaction of the customer over a long period of time. Angelova and Zeriki (2011:1) note that “Service quality and customer satisfaction are very important concepts that companies must understand if they want to remain competitive and grow”
Smith, (1998) notes that consumption is the sole aim of production. This brings a question to our mind; who consumes the product? Hence, the importance of the consumer or customer in the production chain cannot be over emphasized and, therefore, there is not just a necessary but compulsory need for their maximum satisfaction as it will be key to the success of any organisation and without which the day-to-day running of the organisation may be a total failure.
According to Hansemark and Albinson (2004) “satisfaction is an overall customer attitude towards a service provider, or an emotional reaction to the difference between what customers anticipate and what they receive, regarding the fulfilment of some needs, goals or desire” Angelova and Zeriki (2011:1) “customer satisfaction has a positive effect on an organization’s profitability; satisfied customers form the foundation of any successful business as customer satisfaction leads to repeat purchase, brand loyalty, and positive word of mouth”. Satisfied customers provide recommendations; maintain loyalty towards the company and customers in turn are more likely to pay price premiums (Reichheld, 1996). The significance of customer loyalty in this is that it is closely related to the company’s continued survival and to strong future growth (Fornell, 1992). Satisfied customers are more likely to repeat buying products or services. They will also tend to say good things and to recommend the product or service to others.
On the other hand dissatisfied customers respond differently. Dissatisfied customers may try to reduce the dissonance by abandoning or returning the product, or they may try to reduce the dissonance by seeking information that might confirm its high value (Kotler, 2000).
In recent years, relationships between an organization and its publics have been the focal interest in public relations research and practice (Bruning and Ledingham, 2000). Public Relations helps in cementing the relationship between customers and the organisation and it is a two-way flow of value. This means that customer derives real value from the relationship which translates into value for the organisation in the form of enhanced profitability and sustainability over a long period of time. The customer can be satisfied by an organisation when:
The world has come full circle from selling to marketing and from seller’s market to buyer’s market. The customer today has the option to buy what he thinks he should and from whom, being in his best interest. Product development, technological improvement, cost optimization and excellent service facility are very important for any organisation but their importance is only if the customer appreciates it. Hence, every business begins and ends with the customer (Sugandhi, 2002). Thus, service organizations are shifting their focus from “transactional exchange” to “relational exchange” for developing mutually satisfying relationship with customers. Customer-centred organisations have a superior understanding of customers’ needs and wants, and then translate them into the capability to give customers what they really need and want which relatively transforms into customer satisfaction as it is essential for corporate survival or existence.
Conventionally, researchers of consumer behaviour have noticed that customers have advanced choice making process from a rational standpoint (Levitt,1986; Gronroos, 1994; Morgan,1994; Gummesson,1994; Bejou et al, 1998). This leading school of thought views consumers as being cognitive and, to some extent, emotional.
There is a rising need for organisations to ensure they promote good relationship between it and its customers as satisfied customers form the foundation of any successful business because customer satisfaction leads to repeat purchase and brand loyalty. Zairi, (2000) note that, “the more customers are satisfied with products or services offered, the more are chances for any successful business as customer satisfaction leads to repeat purchase, brand loyalty, and positive word of mouth marketing. Customer satisfaction leads to repeat purchases, loyalty and customer retention”. However, we must take into account that dissatisfied customers may quickly become lost customers as well as disseminators of negative impressions of the organisation.
Service value today has turned out to be not only the rhetoric of every organisation, but has also occupied a prominent position in every discourse and or research study. No business organisation can survive without satisfying its customers. Likewise no organisation can make a healthy living without meeting the needs of its customers.
Today, service quality in the telecommunication sector in Nigeria is subject to underdevelopment in such factors as technology. Hence the services provided are not satisfactory to consumers of the services. Due to this, there is a need to bridge the gap by creating a mutual and sustainable relationship that can enable the organisations nip in the bud looming troubles as well as create a dialoguing platform aimed at satisfying the need of the consumers. According to Angelova and Zeriki (2011), building customer relationship is a backbone for all organizations in general, and companies in service industries in particular. Creating customer value is a major source of competitive advantage for organizations. Companies need to develop strategies of how to handle dissatisfied customers. Businesses cannot afford under any condition to lose customers, because the cost of replacing the lost customer with a new customer is bigger.
There lies the relative need for a study of this magnitude poised to discover how public relations can be used as a mediator between organisations and their customers as it provides an in-depth understanding of how customer-organisation relationship can help stimulate and or act as fuel for customer satisfaction.
This study aims at showing
1.5. Hypothesis
H – There is a significant relationship between public relations and customer satisfaction
H – There is no significant relationship between public relations and customer satisfaction.
H – There is a significant relationship between customer satisfaction and customer loyalty
H – There is no significant relationship between customer satisfaction and customer loyalty
1.6. Significance of the Study
As earlier stated, the sole reason for the existence of an organisation is the customer; Sugandhi (2002) further stressed that the customer is the beginning and the end of every business buttressing the point of prominent economist Adam Smith that the customer is the sole of production. All these point to the fact that achieving customer satisfaction is often the end target of all organisations.
This study will create an understanding of how the telecommunications industry can improve its business performance through service quality, customer satisfaction which leads to customer loyalty. This is aside becoming a reference point for further and future researches.
Furthermore, this study will enable organisations to better appreciate the significance and importance of various determinants of customer satisfaction in the industry.
This research presents a very useful source of solutions and information for managers and researchers in the field of public relations and customer satisfaction. The research provides new evidence on the practicality and usefulness of public relations to creating customer-organisation relationship which stimulates and or fuels customer satisfaction.
1.7. Scope of the Study
This study revolves around KKTC Telsim office in Ortakoy, Lefkosia as well as students of Cyprus International University, Nicosia who patronise the telecommunication company.
1.8. Operationalisation of Terms
Public Relations: Roger Haywood (1984:3 as cited in Adegoke, 2001:1) defines public relations as “the projection of personality of the organisation. It is the two-way communications between the organisation and the audiences critical to its success”.
Customer Satisfaction: customer satisfaction is the conclusion created as a result of the comparison of customer pre–purchase expectations with post-purchase evaluation of a product or service experience (Oliver, 1997).
Enhance: this refers to improving something through an action.
Roles: this refers to the functions a thing can play in an event.
KKTC TELSIM was the first GSM operator in Turkish Republic of Northern Cyprus.
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Account Name: AMUTAH DANIEL CHUKWUDI
Account Number: 0046579864
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OR
Account Name: AMUTAH DANIEL CHUKWUDI
Account Number: 3139283609
Bank: FIRST BANK
FOR MORE INFORMATION, CALL:
08068231953 or 08168759420
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THE IMPACT OF PUBLIC RELATIONS IN ORGANIZATIONAL DEVELOPMENT ( A CASE STUDY OF ENUGU STATE WATER CORPORATION)
CHAPTER ONE
INTRODUCTION
In this area of multifarious organization for production, service or distribution and its subsequent water – tight competition among the concerns, it has become germane for an organization whether profit – oriented or public service type to continually adjust themselves to the needs of the environment in order to survive.
“No man island”. The same is applicable to an organization because no organization can function in isolation from its public that constitute its environment.
The public which constitutes the environment and forms the nucleus of any society has to be pleased and satisfied that an organization has its interest at heart for the organization to survive. There can be no escape in today’s world from the grinding wheels of public attitude. This is the era of “ the public be pleased”. For the obvious reason that every organization is dependent on its public for survival. And public support can only gained of the public are satisfied.
The prevailing notion that “the customer is always right” therefore needs to be treated courteously and respectively has heightened and intensified the relevance of the public relations in to day’s business organization. Subsequently business organizations should not keep away from the pubic, but should maintain a progressive cordial relationship with them.
The public relations role includes how well an organization has been able to elicit the understanding of its customers, which it needs to survive and grow in business.
The nature this relations with customers depend very much on how well the customer are treated and how well they are satisfied with the services of the organization which will invariable affect the reputation of the organization public relations can play an important role in safe guarding a reputation or in establishing a new public image, it can also do valuable work in improving or enhancing methods of communication with existing and potential customers.
An organization needs to be understood so as to fare well in the midst of competition. One way of doing this is to map out a programme of action that is to customer oriented and favourable to the general people. The idea is to establish a solid base and gain a competitive advantage over its competitions. This has given rise to a new business philosophy in which the orientation is to evolve a cluster and value satisfactions such that the targeted public would want to deal with an organization rather than its competitors. This marketing innovation strategy advanced by professor Theodore lavitt aids to form the pillar of public elations.
For threw to be cordial relationship and understanding, there must be communication which forms the main tools of public relations practice. Like wise for the comm. communication to be effective and profitable, it must be mixed with courtesy and politeness which is what public relations all about. The effective communication plays a relevant part in an organization’s relations with its customers. An organization should endeavour to integrate the interest of its customers in its policy; to give them a sense of belonging through interpreting the objectives and activities of the organization to them most people are interested in what an organization is doing to meet their concerns and interest. It is the function of the public relations progression to explain the organization’s actions to various publics involved with the organization. As offonry Kanu (1985.25) succinctly and maintaining public goodwill is communication’; public relations communication is two-way communication. The public relations professional also pays close attention to the thoughts and feedings of the organization publics. Some experts refer to public an organization and its public.
It is “public’s because the organization typically deals with many different several public in its day – to – day operations, several public relations scholars external publics. Internal public conclude employee mangers. External public consists of customers, government, dealers, suppliers, members of the community and the mass for all these various public serves as the link for all these various public.
Public relations is a management function it is designed to enable as form set its goal and adapt to a changing environment. It is easily identifiable
That the basis philosophy underlying public relations practice is that people matter and that opinion is of prime importance in all spheres of actives. As put by Joseph R. Dominick in the dynamics of mass communication; “public relations is a management function that helps to define organization objectives and facilitate organization change” public realt6ions partitions communicate with all relevant internal and external publics in the effort to create consistency between organizational goals and social organization programmes that promote the exchange of influences and understanding among organization’s constituent parts and publics.
Public relations by way of definition according to the British institute of public relations (IPR) “referred to it as the planned and sustained effort to establish and maintain good will and mutual understanding between an organization and its public’; The phrase “planned and sustained” portrays that PR practice is not a chance event or fire brigade approach to management.
Sam black (1982) defined public relations practice “as the art and science of achieving harmony with the environment through mutual understanding based on truth full information. Again the phrase “based on truth and full information should be noted because public relation s practice is not based on half truth.
From the above definition, me can deduce that public relation refers to the management function that aims at making financials and building internal external good will on be reasonable assumption that these are strongly needed for the organization to remain in what ever business it engaged in as well as grow and prosper in it.
It is the theory of public relations that management shall plan, establish, sustain and maintain mutual understanding and goods will with its public based on truth and full information. However, it is the practice of public relations that theses noble principles should not only be accommodated in the organization’s policy decision, but must be impalement to the later. The organization must be seen living up to its public relations principle, before talking much about it, because, it has been said with some truth, that public relations is 90% percent doing good and 10 percent talking about it.
In the case of Enugu state water corporation, a large percentage of the needs of the customer are administered by the employees. Only on rare occasion segment. Therefore the way the employees attend to these customers answers their enquires etc. will as certain the likely perception of he organization by the customer (whether positive or negative when services are rendered efficiently and promptly questions answered politely and customers treated courteously customers will most likely return to do business with the corporation.
Apart from containing to do business with the corporation, customers will also inform their financial and relations about the form and they will in turn patronize the corporation. Thus, the water corporation not only gains more customers, but its corporate image will soar as it will be perceive positively by as many as will hear about it. Besides, customers are potential applicants and jobs seekers. The relations an organizations with its customers right reveal to the applicants whether the organization is a good one to work with. The way the public perceive organization will determine how the public will respond to the respond to the organization, either with hostility, apathy, prejudice and ignorance. And since the organization cannot dot with out their pubic threw is the necessity to not only build, but also to sustain and maintain good public relations, positive corporate image. As stated by George flakagan “if an individual’s contact and experience with an organization is extensive, his proposed image of the organization is likely to be strong, positive and relatively stable, if on the other and, the individual duel’s familiarity with the organization is slight, the image will probably be weak and negative. Thus, the degree of customer’s satisfaction in an organization goes a long way in effecting the image of the organization. If the satisfaction is high, the customer tends to maintain a more cordial relationship with the organization and vice –versa.
The Enugu water corporation both a public service and business organization and as such it requires to succeed. As a public institution, it is devoted tom servicing of the public interest, it must have its customer satisfaction as the prime motive so as to enhance its public image and gain public good will and acceptance.
As a business organization it must use business principles to operate in such a manner that it becomes economically viable enough to defend maintain its independence against crumbling.
Against this bank ground, Enugu state water corporation establishment the public relation of the organization object actives. this is so because no business organization can make any progress or head way without the service of public relations personnel.
The Enugu state water corporation metamorphosed from the state ministry of work through periods of creation of states in Nigeria, to its present formation its origin therefore started before the creation of old Anambra and Imo State ministry of works the them state ministry of works known as water supply division was created in the ministry to handle wear supply in the state.
In 1970. the two state Anambra and Imo States were created along with other new state in Nigeria by the then federal government and this led to the formation of the then Anambra state water board in 1975 which was later renamed as Anambra state water corporation as a full government parastatal. In 1978, the state government established an edict know as Anambra state establishment of the state water board with responsibilities of provision, conservation, maintenance and distribution of potable water to the people of the state and in other hand, charge water users for the services rendered to them such charge known as water rates were based on the government’s approved subsidized Farris.
The Enugu state water corporation (ENSWC) was establishment by Edict No. 1 if 1997. the edict defines a Board, consisting of the director general of the ministry of public utilities (or his representative), the managing director of ENSWC, the executive director of the department of finance and department. In the amendment of 1999, the executive director for Engineering was added. In practice the executive director of Administration is also member. The Edict assigns to the corporation the task of water supply through the state, both in rural and urban areas. According to the edict, ENSWC shall “develop, provide conserve and distribute in the state water for public, domestic and industrial purpose and charging adequate fees. “for this, all state assets related to water supply have been transferred to ENSWC.
Mean while daily maters, ENSWC is managed by the managing director, assisted a staff office for public relations and a staff office for internal audit.
To carry out its responsibility, the corporation has
– a finance and supplies department with an accounts and a purchasing section,
– a commercial department, responsibility for the billing and collection
– an administrative department for personnel management, transport and security;
– a department for engineering service sections
This is the biggest department. Apart from sections at HO, it includes the Ajall: water treatment plant and eight (8) Zonal offices: four in Enugu City:
G R A
Enugu central
New Haven
Uwani
And four throughout state:
Ogui
9th mile (covering a part of Udi LGA)
Udi.
Nsukka, which is recently in Nsukka North, Covering, Udenu, Igbo Eze North, Igbo Eze South and town, Nsukka, Igbo Etiti and Uzo – Uwani LGAs)
Net work operation and maintenance (mainly in Enugu metropolis and Nsukka town) is completely the responsibility of the zonal oggices, as there is no distribution section vices at jead Quarter (HO).
1.3 MAJOR ACTIVITIVES OF ENUGU STATE WATER CORPORATION
The water corporation is seriously involved in the business of portable drinking water to the inhabitants of Enugu state and also keeping record of the money realized from such business for the maintenance well pay its staffs.
1.4 POLICY ON CUSTOMER RELATIONS
It is the policy of the water corporation that they depend on the customer for survival and therefore customer should be accorded due respect.
The water corporation believes that the “customer is always right” and should be treated courteously. the corporation ensures that customer are treated equally and attended to in time and provides a complaints box equally where customers drop their written complaints and grievances.
And they consider the satisfaction of their customer as the top most priority.
1.5 Statement of the research problem
The Enugu state water corporation like any other organization has lately dabbled state and in other hand, charge water users for the services rendered to them, but such charge known as water were based on the government’s approved subsidized ferrets.
The Enugu state water corporation (ENSWC) was established by Edict No, 1 of 1997. the Edict defines board, constituting of the direct general of the ministry of public utility (or reprehensive), the managing direct of ENSWC, the executive director of the commercial department. In the amendment if 1999, the executive director for engineering was added. In practice the executive director of administration is also a member. The edict assigns to the corporation the task of water supply through out the state, both in rural and urban areas. According to the edict ENSWC shall: “develop, provide conserve and distribute in the state water for public, domestic and industrial purpose and charging adequate fees. “For this a;; states assets related to water supply have been transferred to ENSWC.
Mean which in daily matters; ENSWC is managed by the managing direct, assisted by a staff office for public relation and a staff office for internal audit.
To carry out its responsibility, the corporation has
– a finance and supplies department with an accounts and a purchasing section
– a commercial department, responsibility fir billing and collection, and administration department for personnel management transport and security;
– a department for engineering services.
This is the biggest department apart from sections at HO, it includes the Ajall: water treatment plant and eight (8) zond offices : four in Enugu City:
G R A
Enugu Central
New haven
Uwani
And four throughout the state”
Ogui
9th mile (covering a part of Udi LGA)
Udi.
Nsukka, which is recently divided in Nsukka North, (covering Udenu, Igbo – Eze North, Igbo – South and Isiuzo LGAs) and Nsukka Etiti and Nsukka town, Nsukka Igbo
Net work operations and maintained (mainly in Enugu metropolis and Nsukka town) is complete the responsibility of the zonal offices, as department for Engineering services at head quarter (HO).
1.6 Objective of the study
According to S.T Harlow (1993:25) public relations is a distinctive management function that helps to establish and maintain mutual of communication, under standing and acceptance between an organization and its public.
As regards this, this is geared towards examining the necessity of public relations out in the water corporation into public relations by up public relation department.
However unlike other institutions, public relation in Enugu state water corporation has not been given adequate attention and power to co-ordinate all the unit in the corporation.
In most water corporations in the country, public relations departments are not filled with precise power in what to corporation not to do. Most water corporation neglects them and relegate them to the back ground. Most of the corporations, infact not under stand nor appreciate the management function of public relations department. They ten to see it only as an image-making department fit only to carry out their public stunt.
There is the need in most water corporations for effective utilization of their public relations department and the in corporation of public relations department into managerial cadre.
There is this general view that water corporation workers tend to treat people (customers) without any regard elation.
This them has led people away to patronizing water corporation to ration more so to portray the roles this department play for the corporation. This task which is its managerial function of establishing rapport and good will between the corporation and its various.
Some of the objectives are:-
a) To examine the relation between the water corporation employees and the various public of the corporation whether the relationship is as it supplied to be.
b) To discover the effects of this public relations role in achieving the organization objectives.
c) To find out the day to day activities of the public relations department in the water corporation
d) To ascertain the level of customer contribution in the services rendered by Enugu state water corporation.
1.7 Significance of the study
Research on this topic is considered to be great importance due to be the fact that it will necessitate the application of public relations in enhancing and boosting the satisfaction of customers.
The water corporation or other organization times are involved with the various public in the social, subsequently, this demands that the Enugu state water corporation endeavour to be in continuous communication and contract with their various public so as to quickly communication and explain the policies and activities of the corporation to their carious public, they should like wise represent fully the interest these publics during the formation of these public
1.8 Research questions
Enugu state public relations personnel of Enugu state water corporation satisfy their various customer through the communication function?
1.9 Scope and limitations of the study
while carrying out this project, I met with scads of difficulties that limited the study.
Some of the these problem are lack of found for transportation to and for Enugu further more, some of the respondents were reserved in responding to the questionnaire. They were afraid they mighty be implicated.
Conclusively, lack of the necessary test books in the library limited the scope of the literature review.
1.10 Definition of terms
For the objective of charity in this project, the research adopts the use the these words with the following meaning:-
PR public relations, due to the length if the word, it has been abbreviated to PR and will be used in the course of the project.
PUBLIC/ CORPORATE PUBLIC: The people who are likely to be affected by the activities of the Enugu state water corporation and who activities will equally affect the operation of the water corporation.
CUSTOMERS: The people who patronize the services of the water corporation
ROLE: The refers to functions, duties which promotes progress or activity it can also be expected as the duty which one is supposed to perform at a given time
CUSTOMER SATISFACTION: The extent to which the customer are pleased or satisfied with the water corporation’s services.
GOVERNEMENT PARASTATAL: people working under government’s directives.
1.11 Research hypothesis
Based on these questions six hypotheses were formed.
Hi: the public relations personnel of Enugu water corporation satisfy their various customers through communication function
Ho: public relations personnel of Enugu state water corporation do not satisfy their various customers through the communication function
H2: the Enugu state water corporation public relations department builds a particular programme for customers.
Ho: the Enugu state water corporation pubic relations department dose not build any particular programme for customers.
H3: the policies and activities of the PR department in Enugu state corporation is customer oriented.
Ho: the policies and activities of the PR department in Enugu state water corporation is not customer oriented.
H4: there is a form for customers to air their view.
Ho: there is no form for customer to air view?
H5: the non – satisfaction of the customers needs and desires tarnish the image of Enugu state water corporation.
Ho: the non – satisfaction of the customers needs and desires do not tarnish the image of Enugu state water corporation
H6: improvement in the services of Enugu state water corporations in enhancing customer satisfaction.
Ho: improvement in the services of Enugu state water corporation does not help in enhancing customers’ satisfaction
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PUBLIC RELATIONS AND CORPORATE IMAGE BUILDING IN TERTIARY INSTITUTIONS
CHAPTER ONE
INTRODUCTION
1.1 Background To The Study
According to Ivy Lee,(1900 ) public relations is a management function, which assesses public attitudes, and defines the policies, procedures and interests of an institution towards executing a program of action to earn public image of appreciation and acceptance.
The significance of PR is to build good image and relationship with the institutions various publics through favourable publicity, handling crisis management issues and building a good corporate image, in today’s modern society institutions with PR department must be proficient in the use of social media. Mark Burgess
It is the role of Public relations to inform the public about news, affect the news, receives the news, and react to the news towards building the brand image of the institution through the media.PR determines the shape of an institution reputation, image, culture, brand perception. PR utilizes various modes to build the image of the institution such as the use of radio, digital video, tv, print , broadcast, and the social media. Apparently social media has greatly affected other modes of communication in today’s communication sector. Lisa Buyer – The Buyer Group. Heidi cohen (2011)
Public relations specialists ensure the establishment and maintenances of good relationships with the institutions publics, media, and opinion leaders. PR responsibility include the writing of speeches, acting as the institutions spokesperson, designing communications campaigns, preparing clients for press conferences, writing news ,working with the press, arranging media interviews and speeches, managing the website and social media , managing crisis to build institutions reputations , handling internal communications, and marketing activities , event management and brand protection .The research therefore seek to appraise Public Relation and Image Making in Government Institutions with a case study of NIGCOMSAT, Abuja.
1.2 STATEMENT OF THE PROBLEM
The 21st century has greatly affected the nature and role of PR. This is because the Internet has facilitated the easy dissemination and rejection of messages. The clutter of PR messages can mislead readers and viewers, and at the same time can go viral enough to make the possibilities intriguing. Institutions will have to address salient issues to enhance the effectiveness of PR in today’s internet driven society. Credibility; PR professional must work extra hard to gain credibility as a result of the evolution of internet social media. This means that gaining access to media outlet would demand the presentation of credible messages as media editors are out to screen PR Messages for credibility, accuracy, professionalism and quality. The 21st century has facilitated people with internet facility to get a message out in seconds. This has led to lot of exaggeration and false claims that has eluded the credibility of PR promotions .Consequently an institution must evolves measures to establish the credibility of its messages. This can include establishing your credentials and background, third party endorsement who will be ready to offer the facts and figures to support your credentials. Multiple Channels; Today there are multiple channels of communication other than the traditional methods of TV, radio and newspapers. Institutions must choose the most suitable medium to reach its target audience.
The objective of this research work includes the following.
To give focus to the research problems, the following questions were formulated.
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THE ROLE OF PUBLIC RELATIONS IN AN ORGANIZATION
TABLE OF CONTENTS
CHAPTER ONE
1.0 INTRODUCTION
CHAPTER TWO
Literature Review
CHAPTER THREE
RESEARCH METHODOLOGY
CHAPTER FOUR
Presentation and Analysis of Data
4.1 Data Presentation
4.2 Analysis of Data
4.3 Findings
CHAPTER FIVE
Summary of Findings, Conclusion and Recommendations
Reference
Appendix I
Questionnaire
ABSTRACT
This study is aim at revealing the role of public relations in an organization
. Public relations is a tool used by organization to boost their image and maintain a good standing in the world market. It is essentially employed by government, schools, individuals and organizations to achieve a set goal of being a leader in any industry. The problem associated with public relations is that it is money intensive. Organizations spend huge amount of money to create a good relationship between them and the public that consumes its products. Some of the method of creating public relation is not easily accepted by the public as they see it as exploitation. Public relations may not be making progress but through intensive advertisement, may create a good impression outside. Methods of creating effective public relations include advertisement, philanthropic activities, sponsoring of sports and festivals, Bonanza, competitions, and giving a free products of an organization to people within a stipulated time. Offering of scholarship to brilliant people in the place or country of the organization. UBA bank Ado Ekiti give out gift items to their customers such as biros, calendars, and other items in appreciation of patronage. Many of its customers smile home every month with cash prices and awards for effective operations with the bank. The staff of the organization are not left behind since there is Christmas and new year Bonanza for them annually. The organization is poised to go extra mile since the tool of public relations is making huge returns for them more than expected.
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ROLE OF EMOTIONAL INTELLIGENCE AND WORK LIFE BALANCE ON JOB STRESS IN THE NIGERIAN HEALTH SECTOR
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
The 21st century is also an era of stress. Individuals face job stress in their organization and daily lives due to globalization, information technology revolution, and speed of life. The most important effects of these can be seen in the business world, and they can manifest themselves as changes that organizations make in their structures, strategies, activities, and technologies. Constantly changing organizations impose new roles and duties on their employees which have effect on their work life balance, and the employees who want to handle new roles and duties need to have efficiency in intelligence quotient (IQ) and efficiency in emotional quotient (EQ) in the processes of decision making and problem solving. A completely stress-free life is impossible, and stress becomes a characteristic of human existence. Individuals have used various methods to handle stress, including using their intelligence, especially their emotional intelligence (Sirin, 2007). Emotional intelligence (EI) is a social intelligence that enables people to recognize their own, and other peoples’ emotions. Moreover, emotional intelligence enables people to differentiate those emotions, and to make appropriate choices for thinking and action (Cooper and Sawaf, 1997; Mayer and Salovey, 1993). It is an intelligence that may be learned, developed and improved (Perkins, 1994; Sternberg, 1996).Emotional intelligence (EI) refers to the ability to perceive, control, and evaluate emotions. Some researchers suggest that emotional intelligence can be learned and strengthened, while other claim it is an inborn characteristic. It is also, defined as the ability to use your awareness and sensitivity to discern the feelings underlying interpersonal communication, and to resist the temptation to respond impulsively and thoughtlessly, but instead to act from receptivity, authenticity and candour (Ryback,1998). Peter Salovey and John D. Mayer (1990) in their influential article “Emotional Intelligence,” defined emotional intelligence as, “the subset of social intelligence that involves the ability to monitor one’s own and others’ feelings and emotions, to discriminate among them and to use this information to guide one’s thinking and actions”. Emotionally intelligent people are defined in part as those who regulate their emotions according to a logically consistent model of emotional functioning.
Emotional intelligence allows employee to think more creatively and use his emotions to solve problems. Daniel Goleman believes that emotional intelligence appears to be an important set of psychological abilities that relates to work life balance and life success. It is empathy and communication skills as well as social and leadership skills that will be central to your work life balance and personal relationships. The ability to manage feelings and handle stress is another aspect of emotional intelligence that has been found to be important for successful work life balance. Emotional intelligence has as much to do with knowing when and how to express emotion as it does with controlling it. Empathy is a particularly important aspect of emotional intelligence. Emotions are more successful in work as well as in social lives. Emotional Intelligence is now being considered to be an important organizational factor.
1.2 STATEMENT OF THE PROBLEM
Stress is recognized worldwide as a major challenge to workers health and the healthiness of organizations. Stress can be brought about by pressures at work. Job stress can be a real problem to the organization as well as to the workers. Job stress can manifest itself in numerous ways. A range of somatic and mental ailments such as, tension headaches, allergies, back problems, colds and flu, depression (Arroba & James, 1990), anxiety, irritation, tension and sleeplessness(Cooper, Cooper & Eaker, 1988) and may lead to health compromising coping strategies such as increased consumption of cigarettes, alcohol and drugs (Quick, Nelson & Quick, 1990).Chronic exposure to stress may have even very serious consequences such as cancer, heart disease, respiratory illnesses, strokes, arthritis, ulcers and high blood pressure (Quick, Nelson& Quick, 1990; Cooper, Cooper & Eaker, 1988). However, all individuals do not develop such problems in face of stress. However, the researcher is examining the role of emotional intelligence and work life balance in job stress.
1.3 OBJECTIVES OF THE STUDY
The following are the objectives of this study:
1. To examine the role of emotional intelligence and work life balance in job stress
2. To find out the relationship between emotional intelligence and job stress
3. To identify the factors causing job stress in a work place
1.4 RESEARCH QUESTIONS
1. What is the role of emotional intelligence and work life balance in job stress?
2. What is the relationship between emotional intelligence and job stress?
3. What are the factors causing job stress in a work place?
1.6 SIGNIFICANCE OF THE STUDY
The following are the significance of this study:
1. The outcome of this study will educate the general public and managers of corporate organizations on the causes of job stress for the employee and how emotional intelligence can be used to maintain proper work life balance.
2. This research will also serve as a resource base to other scholars and researchers interested in carrying out further research in this field subsequently, if applied will go to an extent to provide new explanation to the topic.
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