The Impact Of Public Relations Department On Organizational Performance (A Case Study Of Nigeria Bottling Company, Ilorin)

Project and Seminar Material for Mass Communication

The Impact Of Public Relations Department On Organizational Performance (A Case Study Of Nigeria Bottling Company, Ilorin)


This research work investigates the impact of public relations department on organizational performance. The research work study how the public altitudes are being conveyed to the management, how the policies are being managed and formulated and also the consumer’s perspective of the Nigeria Bottling Company’s products.
It is observed that most research centered on impact of public Relations on Organization but this research focuses on both the impact on consumers and organization activities the company. However, it also investigates the company programmes if it is being effectively utilized or not.

Table of Contents

  • Title Page
  • Approval page
  • Dedication
  • Acknowledgement
  • Table of contents
  • Abstract

Chapter One

1.0 Introduction

  • 1.1 Background of the study
  • 1.2 Statement of the problem
  • 1.3 Objectives of the study
  • 1.4 Research Questions/hypothesis
  • 1.5 Significance of the study
  • 1.6 Scope of the study
  • 1.7 Operational Definition of Terms

Chapter Two

2.0 Literature Review

  • 2.1 theoretical frameworks
  • 2.2 Conceptual framework
  • 2.3 Research studies review

Chapter Three

3.0 Research Design

  • 3.1 Research Method
  • 3.2 population of the study
  • 3.3 Sample of the study
  • 3.4 Instrumentation
  • 3.5 Validity and reliability of the instrument
  • 3.6 Method of administration of instrument
  • 3.7 Method of data analysis.

Chapter Four

4.0 Data Analysis and Result

  • 4.1 Analysis of field performance of the Questionnaire
  • 4.2 Analysis of the demographic
  • 4.3 Analysis of Tables.
  • 4.4 Analysis of research Questions.

Chapter Five

5.0 Summary, Conclusion and Recommendation

  • 5.1 Summary
  • 5.2 Limitation of the study
  • 5.3 Conclusion
  • 5.4 Recommendation
  • References
  • Appendices

List of Tables

  • Table 4.1 Distribution of respondents by sex
  • Table 4.2 Distribution of respondents by qualification
  • Table 4.3 Distribution of respondents by age
  • Table 4.4 Distribution of respondents by employment status
  • Table 4.5 Distribution of respondents by religion
  • Table 4.6 Respondents view on the effectiveness of an organization lying on achieve public relation department.
  • Table 4.7 Respondents view on public relation department as the only channel that can be used to maintain favourable relationships between the organizations
  • Table 4.8 Respondents views on public relation department as the only of an organization that increase the organization sales and profit
  • Table 4.9 Respondents view on the impact of public relation department on the performance of the organization
  • Table 4.10 Respondents view on public relation programmes being effectively utilized by the organization
  • Table 4.11 Respondents view on the list of Nigeria Bottling Company
  • Table 4.12 Respondents view on how the company’s product can be rated
  • Table 4.13 Respondents view on the impact of the company’s promotional activities



This project will tell reader the measuring of public relations in image making for an organization. It will provide sufficient details of the background of the study where the statement of the problem in which Public Relation Officer perform in an organization, it will describe the various methods a company or organization uses to disseminate message about it’s product. Objective of the study will be stated, the scope of the study will be identified. It will consist of this hypothesis.

  1. What are the impacts of public relations department on the performance of the organization?
  2. Are the consumer contended with the organization’s product and services?
  3. Are the public relations programmes effectively utilized by the department?
  4. Does public relation department maintain favourable relationship between the organization and its public?

The Department Definition of this will be highlight to

  • Public
  • Organization
  • Performance
  • Programme

Literature Review

This chapter will be discussing views and issues that are central to the understanding of the project.
It will provide the theoretical framework, adaptive structure theory, attraction selection. Attribution theory the erate keeping theory will be clearly stated, knowledge gap theory, the media richness theory, the conceptual framework, brief history of the organization and the research study review will be started.

Methods of the Research

The method to be use this project include the questionnaire, various method will be use sampling method, the population of the study, sample size and simply techniques, instrumentation. The validity and realibibility of the instrument, the method of administration of the instrument, method of data analysis and the research work, statistic and simply percentage method will be used to analyze and interprete the data that will be gathered.

Chapter One

1.0 Introduction

1.1 Background of the Study

The role of public relation in image making for an organization cannot be over stressed: infact it is the central focus of public relations activities in any organization. it is either the practitioner is trying to create an impressive and acceptable image, sustaining the already created one and/or revamping the battered ones.

Before going into examining what impact public relations department has on the Nigerian Bottling Company, Ilorin.
The company programmes include employee relations, financial relations, community relation, crisis communication, government and political relations in the public relations in the public interest, consumer education, other public relations programmes and public relations for small business.

It was observed in Nigeria Bottling Company, Ilorin, that the sole aim and objective as a profit demanding firm and/or commercial organization’s to satisfy the consumers or buyers and s such, every available efforts must to made to see that a conducive environment, good relationship mutual and friendly ones, are firmly established between the general public. The public relations department in Nigeria Bottling Company, Ilorin is such a one the is concerned with such a highly sensitive issues the is concerned with such a highly sensitive issues that required an intelligent, bold highly competent and professionally skillful one to mange.

The public relations department in Nigeria bottling company, Ilorin, under the strict control of the public relations executive or practitioner concern itself with making sure that employee of the organization are not denied of what supposed to be meant for them. In order for an organization to survive. The public relations department has very numerous roles or almost unlimited functions to perform both within and outside the organization. some of the roles would be examine strictly, especially those that are performed in Nigerian Bottling Company.

According to Sam Black (1973), “the fundamental function or purpose of a public relations practitioner’s are to establish a two – way communication to resolve conflicts interest by seeking common grounds or areas of mutual interest and establish understanding based on truth, knowledge and full information (1989:315) – the public relation. Department in Nigeria Bottling Company also has a role or duty of conveying and interpreting public attitudes and reactions to the management for necessary and immediate actions it is equally expected of the department to be able to formulate policies and manage issues within the organization.

1.2 Statement of the Problem

This study is concerned with examining the impact of public relations department on organization performance. Most times, many organizations fold up easily due to unfavourable thinking of the consumer about the company and its offerings. Public relations, therefore, describes the various methods a company organization uses to disseminates, messages about its product, employees, stakeholders, suppliers, service or overall things, or other interested members of the community.

Several problems are faced at present by many organizations, as there is no firm without its problems, especially a public demanding firm such as Nigeria Bottling Company.

1.3 Objectives of the Study

  1. To examine how public relations department maintain good personal relations with the employees and the public.
  2. To examine how public relations programs ensure the maintenance of a favourable relationship between an organization and its publics.
  3. To know how the image of an organization is built, created and maintain.
  4. To see how the products of the organizations are being advertised and how the department helps to increase goodwill.
  5. To know how organization reputation is being protected.

1.4 Research Questions/Hypothesis

  1. Department on the performance of the organization
    H1: PR has impact on organization performance.
  2. Are the consumers contended with the organization’s products/services?
  3. Are the public relations programs effectively utilized by the department?
  4. Does public relations department maintain favourable relationship between the organization and its publics?

1.5 Significance of the Study

The significance of the study is that organization will be more prudent in their sales and earn reputation/image if the public relations programmes are effectively and efficiently carried out by department.

The study will enhance the maintenance of favourable relationship between the organization its publics.
Many organization would wish to include public relations department if they lack one, so as to enhance large sale this yielding substantial profit.

This study will show how public relations department create awareness about the already existed or the emergence of new product, innovation or discoveries and project it to the outside world.

The study will tell how the public relations department reflects on trends in political, social, economic and legal thinking to the management.

1.6 Scope of the Study

  • Variable X Impact of public relations department
  • Y Organization performance

The study adopts survey to sample both the staff of Nigeria Bottling Company, Ilorin’s opinion and the consumer of the organization’s products/services. The study looks into how the public relations departments utilized their progammes. Research was conducted on the Nigeria Bottling Company, Ilorin.
The study last from January 2012 to July 2012.

1.7 Operational Definition of Terms

  • Public Relations
  • Organization
  • Performance
  • Programmes
Public Relations

Public relation is a field of activity concerned with building mutual understanding between an organization and its constituent public.


A group of people who form a business, club etc. together in order to achieve a particular aim.


The act of performing a task, an action etc. An that involves a lot of effort or troubles sometimes when it is not necessary. How well or bably you do something.


A plan of thing that will be done include in the development of something. To plan for something to happen, especially as part of a series A of planed events.

Chapter Five

5.0 Summary, Conclusion and Recommendation

5.1 Summary

The study evaluated various impacts and functions of public relations department can perform towards the performance of organization. The study adopted survey method to sample people’s opinion on the organizational performance and used questionnaire as it instrument.

The population of the study comprised student and traders in Ilorin, and the entire consumer of Nigeria Bottling Company Ilorin’s PRODUCTS with 100 as its sample size. The study embraces volunteer sampling in which only those that put interest in the filling of the questionnaire were given.

There had been enough evidence to believe that public relations department has immensely contributed to the performance of organizations. Thus it had been discovered that public relation department has introduced various programmes into organizations to aid their selling rate.

5.2 Limitation of the Study

This research work is limited due to the following factors:

Insufficiency of Adequate Research Material:

Due To the researcher’s topic, there was a problem of getting adequate material for the study.

Financial Constraints:

Insufficiency of funds hindered the smooth running of the research.

Time Factor:

Inability of the researcher to make use of their stipulated time caused delay in the research.

However, due to the organization policy, some facts which could have been of advantages for this research and as well assist the researchers in knowing various programs of the department were not sufficient and as such hindered the researchers from going depth.

5.3 Conclusion

Based on the research/finding, it can be concluded that the NBC’s public relation department has maintained favorable relationship with its public. Also the promotional activities of the company have improved its consumer’s standard of living thus helping it to retain the organization’s public.

The department has increased the reputation and sales of the organization. Although, most of the stipulated public relation programs have not been effectively utilized to some extent, few programs are being carried out by the public relation department.

5.4 Recommendations

In actualizing goodwill/reputation, profit and sales of the organizations products, the company should employ specific relation’s techniques such as press conference or special events to reach the intended audience.

The public relation department should assess the programs and make any necessary adjustment, as the department is a mutilated activities involving different audience and also known how its consumers have reacted to the public relation campaign.

Public relations involve two – ways communication between an organization and its publics. It thus require listening to the consistence audience on which the organization depends on as well as analyzing and understanding the attitudes and behavior of those audiences/consumers. Only when these are done the organization can undertake and effective public relation campaign.

The organizations public relation department should establish overall policies of the organization with respect to the campaign. This involves defining goals and desired outcome as policy guidelines in order to evaluate proposed strategies and tactics as well as the overall success of the public relation campaign.

The public relation department should as well outline the organization’s strategies and tactics using its knowledge of the target audience and its own established policies, and also develop specific programs to achieve the desired objective.

Majority of the consumers consider the organization’s public relation programs as been ineffective. It is therefore, the duty of the public relations department to see to the organization’s activities and programs as this will help to retain the organization public.

Finally, as observed in the study that the pressing problem facing the organization is lack of qualified public relation practitioner who can properly implement. Hence the organization should employ an active public relation practitioner/agency as this will make the organization products standout among others.

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