CHAPTER
ONE
1.0 Introduction
1.1 Background to the Study
Public relations unlike
advertisement and other Marking Mix, Place all it efforts in building good
image, name and public confidence in the mind of various publics dealing with
the organization. Public relations did not only see to create good reputation and
good image for the products and services of the organization it serve, but also
ensure good reputation and image of the workers and management of the
organization.
It is widely acceptable
that the aim of any business or non-business organization is to achieve growth,
mobilize people, recruitment of members, and increase in turn over, assets and
profit maximization. But all of this is dependent on the goodwill of the
organization’s various publics.
Good reputation
according to Malogo (2016) is secured not so much as a result of the
organization’s mere existence but as the sustained strategic planning,
execution and evaluation of the perception of their publics in relation to the
organization.
Therefore, the meaning
of public relations has gone beyond a high sea, we can use public relations to
mean different things for different purpose or for different functions it
performs to different people, organization, society and individual. Public
relations can be seen to mean communication, information, public affairs but it
is seen as having the two hands of human being that washes its other which
without it the stomach cannot be satisfied of the taste.
The aim of establishing
public relations in an organization is to create good reputation, good image
and favourable atmosphere between an organization and its publics. According to
Sam Black (2012), he asserts that public relations involve anything that is
focused, improving and enhancing the flow of communication between an
organization and its publics. 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).
Also, in a competitive
marketplace where businesses compete for customers, societies compete for
members, customers and members’ satisfaction is seen as a key differentiator
and increasingly has become a key element of business strategy. Within
organizations, customer satisfaction ratings can have powerful effects. They
focus employees on the importance of fulfilling customers’ or society’s
expectations.
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