Effect Of Poor Internal Public Relations On Company’s Productivity
This study was carried out to examine the effect of poor internal public relations on company’s productivity using Globalcom, Lagos State as a case study.The study was carried out to find out whether there is a relationship between internal public relations and organizational performance, find out whether Globalcom has active internal public relations department, ascertain whether poor internal public relations affects internal publics’ rapports in Globalcom, investigate whether poor internal public relations affects corporate reputation of Globalcom, ascertain the various ways internal public relations affections employees of Globacom.The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprise of top management staff of Globalcom, Lagos State. In determining the sample size, the researcher conveniently selected 41 respondents and 35 were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables and mean scores. While the hypotheses were tested using Pearson correlation statistical tool, SPSS v23.The result of the findings reveals that there is a relationship between internal public relations and organizational performance. The study also revealed that the various ways internal public relations affections employees of Globacom includes: lower employees morale, increases employees turnover, reduces employees commitment , reduces employees efficiency. Therefore, it is recommended that the management should constantly relate with its employees and external publics. This regular relations promotes industrial harmony, it makes the organization to win the goodwill of both the external and internal publics; communication is very important. To mention but a few.
Table of Content
- 1.1 Background of the Study
- 1.2 Statement of the Problem
- 1.3 Objective of the Study
- 1.4 Research Questions
- 1.5 Research Hypothesis
- 1.6 Significance of the Study
- 1.7 Scope of the Study
- 1.8 Limitation of the Study
- 1.9 Definition of Terms
- 1.10 Organization of the Study
Review of Literature
- 2.1 Conceptual Framework
- 2.2 Theoretical Framework
- 2.3 Empirical Review
- 3.1 Research Design
- 3.2 Population of the Study
- 3.3 Sample Size Determination
- 3.4 Sample Size Selection Technique and Procedure
- 3.5 Research Instrument and Administration
- 3.6 Method of Data Collection
- 3.7 Method of Data Analysis
- 3.8 Validity of the Study
- 3.9 Reliability of the Study
- 3.10 Ethical Consideration
Data Presentation and Analysis
- 4.1 Data Presentation
- 4.2 Analysis of Data
- 4.3 Answering Research Questions
- 4.4 Test of Hypotheses
Summary, Conclusion and Recommendation
- 5.1 Summary
- 5.2 Conclusion
- 5.3 Recommendation
1.1 Background of the Study
The concept of “Publics” has become synonymous with public relations. This is simply based on the fact that without publics there cannot be “public relations”. No publics, nothing to relate with. Thus, the whole idea of public relations begins with publics and ends with publics because the public relations stands on the point that organisations, whatever or whichever the type, must maintain and sustain mutual understanding and relationships with their various publics. No wonder it is rare to see any definition of public relations without the concept PUBLIC not mentioned. For instance, the most popular acceptable definition of public relations offers by the British Institute of Public Relations states that “Public relations is a deliberate, planned and sustained efforts to establish and maintain mutual understanding between an organisation and its publics” cited in (Ogbiten, 2014). Therefore, no single orgaanization can boast of it success or survival for another year; if it fails to manage the human, material and other resources carefully and judiciously. Also, there is no amount of fund used in establishing a firm and without adequate management, it will run out crash in due time. The foremost resource to manage and ensure they are in good condition and shape is human resources because they make other resources (material, financial and other resources) works. This human resource is invaluable asset to every organisation willing to success. It can be internal and external public or internal and external community. An organisation like Globalcom has several publics it deals with and that deals with the company too, such publics include but not limited to the staff (full time and causal), management team, government agencies (NCC, CAC, FIRS, Ministry of information etc), phone call customers, data customers, other telecommunication companies, Nigeria banking sector, CBN, National Assembly committee on telecommunication, GSM/Smartphone Providers, search engine companies, social media companies, contractors etc.
This public or community can be summed up as the internal publics and external public. It is internal when it involves people employed by a firm or members of an organization and they are intimately related with the functioning of the organisation such as the full time staff, casual staff, management staff and company executive. While the external public or external community are those public that is not from within the organisation but from external whose activities may have impact on the activities of the organisation such as government and its agencies, customers and contractors etc (Ogbiten, 2014).
To achieve effective and dynamic work flow in an organisation, the management team or business owner must decide which of the type of public relations should be adopted i.e in-house style or external style otherwise known as consultancy firm because both comes with lots of advantages and disadvantages. Global Com as a big firm adopted in-house department of public relations otherwise refers to as public affairs department to handle and design all public relations programmes that will enhance it productivity.
Internal public relations can be defined as a type of public relations style in which a unit, individuals or department is created within an organisation for public relations purposes, rather than out-sourcing for consultancy. It also means when an organisation create, own, finance and manage its information and other public affairs internally without hiring or seeking any external assistance (Olayinka, 2016). A public relations practitioner who is employed by an organization, to solely manage the affairs of its public relations department can be said to be an in-house public relations specialist. This individual is usually a member of the management board. He advises management on the implications of policies formulated to run the affairs of the organization. Global Com Nigeria Ltd adopted In-House Public relations style because it deals of alots of publics and issues being a very large establishment with over 2500 staff and over 8 million subscribers. Going by the definition of British Institute of Public Relations (BIPR), it implies that one of the core objectives of public relations is to ensure mutual understanding between an organisation and its various public. Public relations is an essential function of management because no organisation can survive without good rapport with public. Organisations, institutions, individuals and corporate entity do have two or more public they deal with and as a result, they must strike a balance so as not to lose their reputation and trust rather they build, maintain and sustain good image. Therefore, public relations is an all-embracing concept that pervades the entire management process of today’s commercial and non-commercial organizations or institutions. It is largely a social philosophical and practical concept based on the premise that people matter and that for environment of the modern society it must be seen as adequately addressing itself to the peculiar needs and interests of all with whom it deals. And one of the common ways to ensure peace in an institution is to engage the service of public relations to prevent crisis, manage crisis, promote good image, build good relations between and among the publics through community relations and internal public relations.
Public relations should know to communicate effectively to the public effectively and know to present the information because poor handling of information or wrong channels of disseminating information can bring more problems while it also expected of the PRs to counsel managements on various policies and programmes that may not go down well with the internal publics.
It is against this background that the research examines Poor Internal Public Relations and its Implications on company’s productivity with a specific focus on Global Com with the view to know the type of PR adopted by Glo, the extent which the internal public relations department is performing its functions, some of its challenges among others.
1.2 Statement of the Problem
Previous studies on public relations on organisations find out that so many organizations in the past neither recognise nor appreciate public relations efforts in Nigeria (Hamad, 2014). The managements do not realize the potential of public relations activities in building and enhancing not only a good image for the success of the organization but also ensuring success. It has been observed that the management’s attitude is lukewarm and non-challant toward public relations department and their activities (Okonkwo, 2015). Besides, they don’t want to spend money on its activities such as organizing seminars, press conference, press tour etc because of the erroneous and selfish belief that public relations efforts bring little benefits to the organization.
Although, lots of studies have been conducted on the role of public relations in an organisation, such as Aregbesola, J. D. (2017) titled “role of public relations in building mutual understanding between Osun State Polytechnic and Iree Community”, Ajayi (2013) titled “role of public relations in building corporate image of Dangote Group of Company”, Akpan, K (2014) titled “role of public relations in enhancing corporate image of the Nigerian army” but little or no research has been specifically conducted to focus on the effect of poor internal public relations on company’s productivity and it against this background that this study is set out to examine the Poor Internal Public Relations and its Implications on company’s productivity within the Globalcom a frontline telecommunication company in Nigeria.
1.3 Objectives of the Study
The overall aim of this study is to critically examine the effect of poor internal public relations on company’s productivity using Globalcom as a case study. Hence, the study will be channeled to the following specific objectives;
- Find out whether there is a relationship between internal public relations and organizational performance.
- Find out whether Globalcom has active internal public relations department.
- Ascertain whether poor internal public relations affects internal publics’ rapports in Globalcom.
- Investigate whether poor internal public relations affects corporate reputation of Globalcom.
- Ascertain the various ways internal public relations affects employees of Globacom.
1.4 Research Questions
The study will be guided by the following questions;
- Is there a relationship between internal public relations and organizational performance?
- Does Globalcom have an active internal public relations department?
- Does poor internal public relations affect the internal publics’ rapports of Globalcom?
- Does poor internal public relations affect corporate reputation of Globalcom?
- What are the various ways internal public relations affects employees of Globacom?
1.5 Research Hypotheses
In the course of this study, the statement below will be validated;
Ho: There is no significant relationship between internal public relations and organizational productivity.
Ha: There is a significant relationship between internal public relations and organizational productivity.
1.6 Significance of the Study
The study will help brand owners to understand the importance of public relations especially the role of internal public relations on the overall organization success.
It will also enable companies to structure their public relations programmes, campaigns, and activities to achieve mutual understanding not only with the external publics but also with the internal public in order to improve company corporate image and leading to better performance and public acceptance.
This study will give a clear insight into how internal public relations can increase workers morale and equally influence workers attitude, love and interest that will result to the overall performance of the organization.
Work like this will benefit a lot of people. Few among the beneficiaries include but not limited to undergraduates. And graduates of mass communication and public relations.
It will as well benefit the public relations practitioners on what is expected of them in higher institutions. It will serve as eyes opener to the management of higher institution of learning on the need to have a functioning public relations department or unit on their campus
In addition, this research work tries to provide satisfactory answers to some questions that are disturbing the mind of policy formulators, students and researcher.
Researchers will know how the public relations promote mutual understanding between the organization and publics; Students in various institutions will benefit from this project work by knowing the roles of public relations in the society.
Moreover, policy formulators will benefit from this research work because they will be able to identify the usefulness of public relations to them on policy formulations and corporate management.
Above all, this study will serve as an addition to existing literature on the topic. Future researchers and students will find the material relevant as it forms bulk literature that exist in the field of mass communication, public relations, consumers behaviour, etc that they can lay hands on when carrying out research related or similar to this.
1.7 Scope of the Study
The study which examines Poor Internal Public Relations and its Implications on company’s productivity has been narrowed in scope to Globalcom headquarters in Lagos. The choice of this scope is due to the fact that Telecommunication Company often employs many staff to handle and perform lots of tasks and deals will lots of customers. Other factors are proximity, inadequate time and fund to study all organisations in Nigeria.
1.8 Limitation of the Study
Like in every human endeavour, the researcher encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size. More so, the researcher simultaneously engaged in this study with other academic work. As a result, the amount of time spent on research will be reduced.
Moreover, the case study method utilized in the study posed some challenges to the investigator including the possibility of biases and poor judgment of issues. However, the investigator relied on respect for the general principles of procedures, justice, fairness, objectivity in observation and recording, and weighing of evidence to overcome the challenges.
1.9 Definition of Terms
This refers to the impact that poor internal public relations has on organisation’s productivity.
This means in effective or lack of public relations department, unit or personnel to handle its internal publics adequately.
Internal Public Relations:
This refers to the type of public relations style in which a unit, individuals or department is created within a Global com to achieve public relations purposes such as corporate image, corporate social responsibility etc.
This is the degree of success and performance experienced by Globalcom relations to how public relations department/unit of the company handles its internal publics.
1.10 Organisations of the Study
The study is categorized into five chapters. The first chapter presents the background of the study, statement of the problem, objective of the study, research questions and hypothesis, the significance of the study, scope/limitations of the study, and definition of terms.
The chapter two covers the review of literature with emphasis on conceptual framework, theoretical framework, and empirical review. Likewise, the chapter three which is the research methodology, specifically covers the research design, population of the study, sample size determination, sample size, and selection technique and procedure, research instrument and administration, method of data collection, method of data analysis, validity and reliability of the study, and ethical consideration. The second to last chapter being the chapter four presents the data presentation and analysis, while the last chapter(chapter five) contains the summary, conclusion and recommendation.
Summary, Conclusions and Recommendations:
This chapter summarizes the findings on the effect of poor internal public relations on company’s productivity using Globalcom, Lagos State as a case study. The chapter consists of summary of the study, conclusions, and recommendations.
5.2 Summary of the Study
In this study, our focus was on the effect of poor internal public relations on company’s productivity using Globalcom, Lagos State as a case study.The study is was specifically carried out to find out whether there is a relationship between internal public relations and organizational performance, find out whether Globalcom has active internal public relations department, ascertain whether poor internal public relations affects internal publics’ rapports in Globalcom, investigate whether poor internal public relations affects corporate reputatio of Globalcom, ascertain the various ways internal public relations affections employees of Globacom.
The study adopted the survey research design and randomly enrolled participants in the study. A total of 35 responses were validated from the enrolled participants where all respondent weretop management staff of Globalcom, Lagos State.
Based on the findings of this study, the researcher concluded that;
- There is a relationship between internal public relations and organizational performance.
- Globalcom has active internal public relations department.
- Poor internal public relations affects internal publics’ rapports in Globalcom.
- Poor internal public relations affects corporate reputatio of Globalcom.
- The various ways internal public relations affections employees of Globacom includes: lower employees morale, increases employees turnover, reduces employees commitment , reduces employees efficiency.
Based on the findings the researcher recommends that;
- The management should constantly relate with its employees and external publics. This regular relations promotes industrial harmony, it makes the organization to win the goodwill of both the external and internal publics; communication is very important. Employees need to know the policies, programmes, activities etc. of the organization; it is when there is constant communication with the employees that they will be able to know the prospects and problems of the organization. Information is the life wire of every organization. For the organization to be clearly understood and avoid being mis-interpreted, it must provide full information about its products, problems etc to the employees on constant basis.
- There is urgent need for companies to have a functional public relations unit staffed with academically and professionally relevant persons to carryout it public relations activities. The unit should be well funded and well staffed so as to have enough manpower and facilities to meet up with the challenges of public relations.
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