Public Relations As A Stimulus Of Increased Productivity In Business Organization
Public relation is a deliberate planned and sustained effort to maintain mutual understanding between an organization and its public. Big business no doubt recognized albeit hard way the importance of public relations in the day to day running of their business. However, there is the nation in many quarters that public relations do not yield any tangible result. This notion informed by the study was certainly not true nevertheless, public relations serves as a stimulus for increased productivity in business organization. The Anambra motor manufacturing company (ANAMMCO) Enugu, was used as a case study and consequently, five hypothesis were formulated the first bordered on preventive public relations practice and promotions of mutual truest and confidence. The second sought to know whether communication the workers for increased productivity. The 3rd sought to explain or focus on the free flow of information and promotion of harmonious working relationship in the organization. The forth (4th) hypothesis lay emphasis on the implementation of meaningful public relations programme stimulates workers, for increased productivity. While the fifth, focus on the relationship between effective public relations practice and increased productivity.
1.1 Background of the Study
This study is aimed at establishing whether public relation practice promotes increase in output in business organization .BY Citing the Anambra Motor Manufacturing Company LTD ANAMMC O Enugu, in this work explores the importance and roles of the public relations practice in motivating the employees for greater productivity. Over the years business organization and indeed other organization have come to recognize the importance and enormous roles of effective public relations practice in their survival and growth .One of the world’ renowned business man Henry Ford 11, Chairman of the ford motors acknowledges this when he said that During the past twenty year Business has learned that however legal and proper action to act in terms of profit and loss alone is not quite good enough , something more is required as positive awareness of national goals and objective social as well as economic and efforts to make actions Conform as much as possible with preventing tides of public opinion. Irving Smith Kogan expanded on the statement ,He said that ‘Before a responsible organization takes pain to explain its actions and motives it should be aware of and concerned about public opinion and attitudes for unless a business organist an is responsive to its publics it should not be able to make itself understood” 2
The above quotation have no doublet in thrown some useful light on what public relations is all about. Public relations has a common place term in the language and thoughts of 20th century society it is a apart of our daily conservation and lit has come to realize that business can continue to thrive only by virtue of counting public support and approval.
According to the former president of Nigeria institute of public relations (NIPR) Chief Kanu Offionly. In the face of disturbing cynicism about the relevance of public morality and disenchantment, with disapproving the role of most leaders every organization whether in the public or private sector needs to consider relations with the society. This mead that in the key areas of interpretation, commutation, presentation and revaluation public relations is concerned with telling the truth explaining the organizing to all those who need to know about it and vic vers. In an impartial and objective manner” 3
The above quotes by these eminent scholars an public relations experts have shown how important public relations is in the day to day activities of every organization. But what to do we mean by the term public relation Webster dictionary defined public relations as “the promotion of report and good will between a person, firm, or institutions and other persons, special publics or the community at large through the distribution of interpretative materials, the development of neighborly inter-change and the assessment of public relations”.
Rex Harlow, an emeritus professor of stand ford university USA gave a broader definition according to him “public relations is a distinctive management function which helps establish and maintain mutual line of communication , understanding, acceptance an co-operation between an organization and its public which involves the management of problems or issues helps management to keep informed on and emphasize the responsibility of management to serve the public interest helps management to keep abreast of and of effectively utilize charge, serving as and early warming system to help anticipate trends and use research and sound and ethical communication techniques as its principal tools”
This definition laid more emphasis on public relations as a management function. One of these definitions of public relations came from the British institute of public relations.
According to the institute” public relations practice is the deliberate, planned and sustained effort to establish and maintain mutual understanding wean an organization and its public” it is important to note that this definition emphasized on public relations programmes which is distinct from public relations attitude. Public relations as an attitude is quite essential for an organization here, every member of the organization from the president down to the newest office boy should be a public relations man.
Irving smith Kogan quoting an consultant threw more light on this . He said that “public relations is the shine on sales man’s shoes the mile on his face, the vigour of his handshakes, it is also the receptionist who give a warm and friendly greeting when you visit the home office, it’s the telephone operator who put your call though.
On the part of the public relations practitioner Nwosu (1986) said that what may not be so well known is that most of the time PR practitioner contributes to this most unfortunate situation by not being positively assertive, forceful, professionally ineffective and respectable enough to assume their rightful place in the management team”
The above views suggest that in the other for public relations to yield tangible and fruitful results-management must realize the importance of public relations and the public relations department adequately and utilize the advice of PRO.
The PRO on the other had must assume his rightful pace in the management cadre from when he will be in a position to advice management and at the same time be an “answer man” to question being raised by public of he organization. I want to conclude the background of this study with a quotation from Irving Smith Kogan which runs thus” public relations in essence is a point with an ultimate goal, it is not department not a person, not a publicity campaign. Although it may include any or all of an attitude towards, anybody who comes in contact with the enterprise”
1.2 Statement of the Problem
Over the years business organization and indeed other organization have come to recognize the importance and enormous roles of effective public relations practice in their organization and growth. On this background the researcher wants to investigate the public relations as a stimulus of increased productivity in business organization
1.3 Objective of the Study
The objectives of the study are;
- To ascertain whether public relations practices is necessary for increased productivity in business organizations.
- To ascertain whether effective communication helps in stimulating the employees for greater productivity.
- To ascertain whether preventive public relations practice promote mutual trust and confidence between the management and employees
- To ascertain the free flow of information between management and the employees promote harmonious relationships between them
1.4 Research Hypotheses
These research hypotheses derived directly from the research question Ho preventive public relations practices promotes mutual trust and confidence thus does not lead to increase in productivity.
H01: there is no free flow of information between management and employees do not promote harmonious relationship between them.
H02: there is free flow of information between management and employees do not promote harmonious relationship between them.
H03: there is no relationship between public relations practice and increased productivity.
H04: there is relationship between public relations practice and increased productivity.
1.5 Significance of the Study
This study is significant in several respects it will height the knowledge of public relations practitioner and the public alike on the crucial roles of public relations practice in the quest for increase in the output of any organization.The study will also enable the management of any organization (business or otherwise) to understand the roles of public relations office and departments better and there for fund them properly. It is also hoped that this study will be a significant addition to the efforts being made to improve public relations practice business organization To scholars and students of public relations this study will serve as other reference material.
1.6 Scope and Limitation of the Study
The scope of the study covers public relations as a stimulus of increased productivity in business organization. The researcher encounters some constrain which limited the scope of the study;
a) Availability of Research Material:
The research material available to the researcher is insufficient, thereby limiting the study
The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.
c) Organizational Privacy:
Limited Access to the selected auditing firm makes it difficult to get all the necessary and required information concerning the activities
1.7 Definition of Terms
Public relations is the practice of managing the spread of information between an individual or an organization and the public
A thing or event that evokes a specific functional reaction in an organ or tissue.
Productivity describes various measures of the efficiency of production. A productivity measure is expressed as the ratio of output to inputs used in a production process, i.e. output per unit of input
A business organization is a person or a group of people working together in pursuit of the same commercial interest. To do this effectively, you must decide what type of business organization best suits your needs.
1.8 Organization of the Study
This research work is organized in five chapters, for easy understanding, as follows
- Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study.
- Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature.
- Chapter three deals on the research design and methodology adopted in the study.
- Chapter four concentrate on the data collection and analysis and presentation of finding.
- Chapter five gives summary, conclusion, and recommendations made of the study
Summary, Conclusion and Recommendation
It is important to ascertain that the objective of this study was to ascertain public relations as a stimulus of increased productivity in business organization. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of public relations as a stimulus of increased productivity in business organization
This study was on public relations as a stimulus of increased productivity in business organization. Four objectives were raised which included: To ascertain whether public relations practices are necessary for increased productivity in business organizations, to ascertain whether effective communication helps in stimulating the employees for greater productivity, to ascertain whether preventive public relations practice promote mutual trust and confidence between the management and employees, to ascertain the free flow of information between management and the employees promote harmonious relationships between them. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staff of the Anambra motor manufacturing company (ANAMMCO) Enugu. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made are engineers, administrative staff, senior staff and junior officers were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
The study aimed to discuss possible effects of the public relations on organizational performance with a focus of identifying the effects of crisis management, organizational alignment, media relations and donor relations.
To create effective public relations in crisis management and image management, an organization need to formulate a strategy. Public relations strategy that can be seen as a pro-active capability to adapt the organization changes in stakeholder expectations and opinions. To have an effective impact of organizational alignment, a public relations strategy should be developed within the context of the organization’s vision, mission, corporate culture, policies and strategies but focus on an assessment of the external environment. This enables the employees to understand the vision and direction of the organization. Proper detailed enquiries should be done on media relations because it is the thinking, the logic behind the public relations function’s actions in determining what should be communicated rather than how it should be communicated.
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