Role Of Public Relations In Non Commercial Organization
This study was carried out to examine the role of public relations in non commercial organization using Women Entrepreneurs Association of Nigeria, Lagos State as a case study. The study was specifically carried out to ascertain the extent non-commercial organization utilize public relation as a medium for communication; determine the roles of public relations in non commercial organization; and determine the combined influence of public relation programmes on performance of non commercial organization. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprise of staff of Women Entrepreneurs Association of Nigeria, Lagos State. In determining the sample size, the researcher conveniently selected 120 respondents and 100 were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables. While the hypotheses were tested using Chi-square statistical tool. The result of the findings reveals that the non-commercial organizations adequately utilize public relation as a medium for communication. The study also revealed that public relations play significant roles in non commercial organization as it is used to develop communication channels between the organization and beneficiaries, to win public acceptance for the organization’s mission, create and maintain a favorable climate for fund raising, ensure and maintain public interest in the organization, and to inform and motivate organizational staff involved (employees, volunteers, board members). Therefore, it is recommended that managements of every organisation should endeavour to put in place structures that will help effective public relations in their organisation. To mention but few.
Table of Content
- Title Page
- Table of Content
- List of Tables
- 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 Organisations 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
For many non-commercial organizations, public relations, whether to recruit volunteers, publicize an event, or commemorate organizational milestones, is a scary, if not foreign, task. In most situations employees at noncommercial organizations know their programs, the communities they serve, and are knowledgeable about the organizations to target social issues, but do not how to perform public relations. There has been a push in the non-commercial sector in recent years on developing public relations as a core competency, as evidenced by the increasing number of workshops and conference presentations on the subject. Recent workshop offerings include: The Nuts and Bolts of Public Relations, was presented at the 2005 Washington Library Association(WLA) Conference in Spokane, Washington; The Media Management: The Value of Relationships, was presented at the 2006 Montana Non-commercial Association Annual Conference in Helena, Montana; and Branding, Communications, and Public Relations to be presented at a July 2007 day-long workshop presented by Technical Assistance for Community Services (TACS) in Portland, Oregon. Though these three presentations are but a sampling of the myriad of workshops and presentations directed at non-commercial organizations in the Pacific Northwest, it should be emphasized that all three focus on media relations the composition and distribution of pitch letters, media advisories, press releases, and public service announcements. The truth is, public relations are much more than just press agency. However, with the decreasing emphasis on government funding and increased reliance on independent sources of funding (Frump kin, 2006), funders want to know that their money will be used wisely, and media clippings are one way to demonstrate this.
Therefore, media relations usually comprise the bulk of non-commercial organizations public relations programs. Many non-commercial organizations are already performing public relations, though not as strategically or effectively as they could. For example, sending out a monthly or quarterly newsletter to clients, employees, and supporters, or writing or distributing press releases and public service announcements in conjunction with a fundraiser or event most certainly qualify as public relations activities. Some non-commercial organizations even have established and maintained media contacts, and have impressive databases of supporters, donors, clients, and partners in the community. However, these resources may not be utilized to their fullest potential, and the public relations activities that are being done could be done more efficiently, consistently, and effectively. The purpose of this paper is to establish effective public relations programs in organizations that are either establishing a public relations program for the first time, or to increase the capacity and effectiveness of an existing public relations program. The basic operations of the organization, as dictated by the mission statement, take precedence over public relations, and the organization’s success is measured in quantifiable terms related to service output, not media coverage. Simply put, many non-commercial organizations lack the resources to acquire a full-time public relations practitioner. As a result, many non-commercial organizations hire interns to perform public relations functions, as observed by internship postings on any university’s career services website, a myriad of online intern search websites, and even job search engines that offer an internship search. At first glance, this seems a viable solution to the resources dilemma many non-commercial organizations face. However, most interns work at the non-commercial organizations during the summer months or for a semester during the year. Interns rarely have the opportunity to meet the person who previously held their position, and as a result, the continuity of the position often suffers. For example, summer interns at an non-commercial organizations might develop a database of media contacts, and distribute press releases accordingly. Interns who take their place in the fall may not know about the database or who was contacted, and thus relationships with gatekeepers may not be fostered.
1.2 Statement of the Problem
Public relation has gained recognition locally and globally in organizational development. Public relation over the years have been known to be one of the major agencies that aid the functionality of organizations and promote the interest and agenda of organizations. Non- commercial organization need healthy relationship with the public to meet their goals. Foundations and charities use public relation campaigns to raise funds and employ standard lobbying techniques with governments. Public relation professionals therefore use various strategies to conjure funds and to create awareness about the organizations aims and objectives. Even though public relation existence has played a significant role in development of many recognized non-commercial organizations like NGO’s, it has not been given attention in literature. The researcher finds out that the few existing research conducted on public relation such as Adhei (2016), Gyan (2014), Nurudeen (2016) and others do not focus on the role of pubic relation in achieving the core mandate of international non-commercial organizations in Nigeria. Little or no attention has been given in literature on public relations role in achieving the core mandate of non commercial organization in Nigeria. This study therefore focuses on role of public relations in non commercial organization.
1.3 Purpose of the Study
The general purpose of this study is to investigate the role of public relations in non commercial organization.
Specifically, the study sought to:
- Ascertain the extent non-commercial organization utilize public relation as a medium for communication.
- Determine the roles of public relations in non commercial organization.
- What is the combined influence of Public Relation programmes on performance of non commercial organization?
1.4 Research Questions
The main focus of this research is to provide a valuable response to the questions below.
- To what extent does non commercial organization utilize public relation as a medium for communication?
- What are the roles of public relations in non commercial organization?
- What is the effect of Public Relation programmes on performance of non commercial organization?
1.5 Research Hypothesis
- Ho: Public Relation plays no significant role in non-commercial organizations.
- Ha: Public Relation plays a significant role in non-commercial organizations.
1.6 Significance of the Study
In the world of integrated marketing, the lines between advertising, communications and public relations have become almost non-existent. Just what role does Public Relations play in the today’s mix?
Reputation can account for a large portion of a company’s market capitalization, and can be its most important long-term asset. It impacts an organization in a myriad of ways, including stock price, and the ability to attract and retain customers and employees.
1.7 Scope of the Study
The scope of this study is boarded on the role of public relations in non commercial organization. However the study will be delimited to Women Entrepreneurs Association of Nigeria, Lagos State.
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
Non-commercial (also spelled noncommercial) refers to an activity or entity that does not in some sense involve commerce, at least relative to similar activities that do have a commercial objective or emphasis.
In public relations and communication science, publics are groups of individuals, and the public (a.k.a. the general public) is the totality of such groupings.
Nonprofit organization (abbreviated as NPO) is neither a legal nor technical definition but generally refers to an organization that uses surplus revenues to achieve its goals rather than to distribute them as profit or dividends.
Public relation Officer:
Public relations practitioners provide communication services to organizations by giving advice to management, planning and implementing communication activities and evaluating their effectiveness.
1.10 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, Conclusions and Recommendations:
This chapter summarizes the findings on the role of public relations in non commercial organization using Women Entrepreneurs Association of Nigeria, 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 to examine the role of public relations in non commercial organization using Women Entrepreneurs Association of Nigeria, Lagos State as a case study. The study was specifically carried out to ascertain the extent non-commercial organization utilize public relation as a medium for communication; determine the roles of public relations in non commercial organization; and determine the combined influence of public relation programmes on performance of non commercial organization.
The study adopted the survey research design and randomly enrolled participants in the study. A total of 100 responses were validated from the enrolled participants where all respondent were staff of Women Entrepreneurs Association of Nigeria, Lagos State.
Based on the findings of this study, the researcher concluded that;
- The non-commercial organizations adequately utilize public relation as a medium for communication.
- Public relations play significant roles in non commercial organization as it is used to develop communication channels between the organization and beneficiaries, to win public acceptance for the organization’s mission, create and maintain a favorable climate for fund raising, ensure and maintain public interest in the organization, and to inform and motivate organizational staff involved (employees, volunteers, board members).
- Public relation programmes has a positive influence on the performance of non commercial organization.
The followings recommendations are hereby given as a result of the findings from the study:
- Managements of every organisation should endeavour to put in place structures that will help effective public relations in their organisation.
- The management of Non-commercial organizations should disengage from interference into the public relations service of its organisation to ensure professionalism.
- Training, re-orientation: concerted effort should be made to invest in capacity development of public relation practitioners. This should further extend to re-orientation of public relation practitioners conducts in the discharge of their duties.
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