CHAPTER ONE
1.0
Introduction
1.1 Background
to the Study
Whether an organization is a profit making or non-profit making,
whether it is owned by government or a group of individual, whether an
organization is small or big, it need the service of public relations for such organization
to dwell and eventually succeed in
achieving it set goals. No wonder
an individual personality are now engaging the service of public relations to
build, maintain and polish their image and reputation in the public sphere.
Some of the individuals are politician, business tycoon, footballers, wrestlers,
boxers, musicians, actors and actress. e.t.c.
Public relations unlike
advertisement and other marketing mix, placed all its effort in building good
image, name, and public confidence in the mind of the various publics dealing
with the organization . Public relations
did not only see to good image for the products and services of the organization
s it serve but also ensure good image of the workers and management of the
organization.
For the above reasons, to define
public relations become subject of individual perception of what public
relations is and what it does, however, many scholars have contributed to the
success of defining what public relations is. Some scholars believed and wrote
on it as act (deed) representing a group
or organization.
Public relations is a deliberate planned and sustained
effort to establish and maintain mutual understanding between an organization
and its publics. British Institute of Public Relations (IBPR).
According to Roger Hayward as quoted
by Adegoke (2001) says that public relations is the propagation of the
personality of the organization. This states the importance of communication
between the organization and its public” Roger Hayward’s definition has
something to do with the British Institute of Public Relations (IBPR) definition
because both state the duty of public relations officers in promoting,
projecting and representing the organization and at the same time relating with
the publics of the organization both the internal and external public. Public
relations project the management personality of which the public relations
department represents, through their activities with the use of their
perspective tools (i.e. Print and electronic media).
The aim is to create favorable
atmosphere between an organization and its publics. Sam Black (2002) asserts
that public relations involve anything that is focused, improving and enhancing
the flow of communication between institution and its publics. The main words
that can be draw out from Sam Black definition in the crucial role- played by
any (if any) public relations department through the means of using mass media.
However, the research will examine
the impact of public relations on media organizations and stress the need for
mass media to engage the service of public relations in their daily operations.
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