THE ROLE OF PUBLIC
RELATIONS IN BUILDING CORPORATE IMAGE
TABLE OF CONTENT
TITLE PAGE II
APPROVAL PAGE III
DEDICATION IV
ACKNOWLEDGMENT V
ABSTRACT VI
TABLE OF CONTENT VII
CHAPTER ONE INTRODUCTION
1.1
THE HISTORY OF NIGERIAN AIRWAYS 7
1.2
THE OBJECTIVES OF NIGERIAN AIRWAYS 8
1.3
STATEMENT OF RESEARCH PROBLEM 10
1.4
OBJECTIVES OF THE STUDY 12
1.5
SIGNIFICANCE OF THE STUDY 13
1.6
RESEARCH QUESTIONS 14
1.7
RESEARCH HYPOTHESIS/NULL HYPOTHESIS15
1.8
DEFINITION OF TERMS –CONCEPTUAL 16
1.9
DEFINITION OF TERMS OPERATIONAL 17
1.10
ASSUMPTION 18
1.11
LIMITATIONS OF THE STUDY 18
CHAPTER TWO
2.1
THE ORIGIN AND CONCEPT OF
PUBLIC RELATIONS 20
2.2
THE PLACE OF PUBLIC RELATIONS IN AN ORGANISATION 20
2.3
CORPORATE PUBLICS 24
2.4
CORPORATE IMAGE 31
2.5
SOCIAL RESPONSIBILITY 34
2.6
THE PUBLIC RELATIONS PRACTITIONER 38
2.7
SUMMARY OF LITERATURE REVIEW 40
CHAPTER THREE
3.1
RESEARCH METHOD 43
3.2
RESEARCH DESIGN 43
3.3
POPULATION AND SAMPLE 44
3.4
MEASURING INSTRUMENT 44
3.5
ANALYSIS 46
CHAPTER FOUR 47
CHAPTER FIVE
5.1
SUMMARY 62
5.2
RECOMMENDATIONS 63
5.3
CONCLUSION 65
BIBLIOGRAPHY 67
CHAPTER ONE
INTRODUCTION
In
any organization, the need to maintain the image of the organization is of great importance hence this study
surveys the role of public relations in building corporate image. It set out to find out whether Nigerian
Airways Enugu, has in any way established rapport and good will in the course
of its dealings with the various
publics. It will also identify
whether the customers are satisfied
with the services of the
organization. This study will
also x-ray how far the public relations roles has helped or will help to
co-ordinate the organization and its various publics. If
the publics perception of the Nigerian Airways image when determined is
bad, then the researcher would be in a position to advise and make necessary recommendations
that will enhance its image. More so the study will contribute to the
knowledge of generality of Nigerians in their guest for enhancement of
corporate image in government parastatals.
Nigerian Airways is a public
corporation and business enterprise and
as such is required to succeed. As a
public institute devoted to the servicing of the public interest it must have
the interest of its publics as a major
consideration in the bid to achieve public co-operation and acceptance. As a business institution, the Nigerian
Airways must use business principles to operate in such a way that it becomes
economically independence against crumbling.
Against this background, Nigerian
Airways instituted the public relations department to help foster the
activities of the organization in order to achieve its aims and objectives. This is so because no business oriented organization
can make any meaningful achievement without the help and use of a public relations practitioner. It is easily identifiable that the basic
philosophy underlying public relations practice is of prime importance in all
spheres of activities. The public
relations man engages himself in doing
good and trying to get credit for the good he has done. This involves wining friend keeping them and influencing them as well as others. It also involves looking good by
building and sustaining good image or good will through good deeds that will win favourable considerations for
Nigerian Airways Enugu among members of the public.
Public relations, by definition
according to Frank Jefeckins states that public relations is the process of
assessing consumer wants, establishing communication, fostering goodwill so that
the consumer wants or needs can be profitably satisfied”.
Another definition according to the
editors of public relations news states that public relations is a “a
philosophy and function of management, which evaluates public attitudes, identifies the polices of an individual or
organization with public interest and
execute a programme of actions to earn public
understanding and acceptance”
From these definitions, it is obvious that the public relations man
blends the public interest with that of the organization for optimal
achievement. It also identifies the need for the public relations man to evaluate the
public attitude and conception of the organization with the aim of attaining
and eliciting favourable actions where necessary.
As a matter of fact, Nigerian Airways Enugu cannot exist in a
vacuum. It cannot grow it is neglects the existence of its publics.
It must function as an
institution ready to communicate effectively with its publics. This include expressing her policies and
practices through communication for general awareness.
However,
this communication function can best be
achieved if public relations manager is
given its appropriate place in the management of Nigerian Airways, Enugu.
Sincerely speaking, the Nigerian Airways is fast recognizing the
enormous function which public relations would perform if allowed into the strategic decision making level of
the organization. In this contemporary
society. The public scrutiny and
accountability is on the increase. It is
imperative therefore that good public relation should enhance goodwill and
customers satisfaction in the organization.
The image of the Nigerian Airways
Enugu depends on her behaviour and financial performance, her marketing polices
and the quality of her products or services, the management style, approach and
resultant satisfaction. The protection
and maintenance of the image of Nigerian Airways Enugu is the fundamental
responsibility of public relation. As
the conscience of the organization and its publics, it monitors the diffusion of the programmes of
the organization to know when it impinges
on public opinion and welfare.
George Flangan stated that “if an
individual’s contact and experience with a corporation is extensive, his proposed image of the
corporation is likely to be strong, positive and relatively stable. If on the
other hand, the individual’s familiarity with the corporation is slight as in
most of the cases, the image will
probably be weak, (negative) and unstable”.
The meaning of the statement is that if the level or degree of
customer’s satisfaction in any organization is high the customer tends to
maintain more cordial relationship and vice-verse. It is the image of the organization that
attracts popularity among the potential customers. In this sense, the only image that can last
long is the one that its stand is valid, true and authentic.
No organization can satisfy its
numerous public without being perceived first by the publics as trusted and
dependable. The dependability of the
organization depends on the degree of
the comfort given to the publics and
her goodwill. In relation to this, Walter Lipman asserts,
“No administrative scheme is workable without good will and
goodwill about strange practices is impossible without education”. In
other words, any new development in Nigerian Airways Enugu that is not communicated to the public
in clear terms and with clear evidences
so as to elicit favourable actions to attain mutual understanding will be an
effort in futility.
It is therefore important that
Nigerian Airways Enugu should acquaint itself with the publics for cordiality
through continuous and systematic public relations practice. It is essential that all public relations
activities of the Nigerian Airways within the frame work agree and understand
the corporate personality.
The modern business organization
recognizing the changes in the environment, has adjusted. It has more comprehensive and positive
programmes by responding to community expectations and pressures. This is the springboard of the concept of
goodwill and acceptance.
However, the activities of Nigerian
Airways and prospects can better be understand when examined from the point of
view of its origin. To this end, below
is the mark off point of Nigerian Airways.
1.1
THE
HISTORY OF NIGERIAN AIRWAYS
The history of the organization
would be traced to 1945 when it was incorporated as West African Airways
corporation (W.A.A.C) to undertake operation which the Royal Air force left
behind at the end of world war. It was
then jointly owned by the former British colonies namely, Nigerian, Ghana, Gambia and Sierra Leone.
The West African Airways corporation (WAAC) was then managed by the West
African Transport Authority (WAATA).
On attainment of independence in 1957,
Ghana
pulled out to set up its own airline, the Ghana Airways, leaving Nigerian
British overseas Airways corporation (BOAC) and Elder Dempster lines as the
owner of what remained WAAC.
The federal government took total
control of the business on August
23, 1958 by buying out the shares of its partners, the B.O.A.C and
Elder Dempster lines. In this sense, the
airline became 100 percent Nigerian owned and the name was change to Nigerian
Airways limited in the same vein after some years, Nigerian Airways Enugu was
established
1.2 THE
OBJECTVE OF NIGERIAN AIRWAYS
The
objective of the airline as a national earner is to operate a scheduled and
chartered air transportation services for the carriage passengers, cargo, mails
and any other related business in most reliable, efficient and profitable
manner.
Apart from its commercial objectives
the organization also have social defense security and political
responsibilities to the government and people of Nigeria as the nation’s national
carrier.
For example, the airline could give
back-up services to the military authorities
as a transportation auxiliary in
a period of national emergency such as
wars.
In
other words, the airline as a rule is different from other commercial airline
since it must perform government function without profit when directed to do so
by the authorities. For the above
reasons Nigerian Airways is duty-bound to separate in the country whether it is
commercially viable or not.
In a situation where communication is
poor, Nigerian Airways is used by government as an effective institute to
bridge the communication gap by transmitting people, goods and mails through
the length and breath of the country.
This is a great social and
economic responsibility to the nation.
Based on these reasons, the federal government offers its protection to
the airline through diplomatic channel in international traffic negotiations guarantees the airline
to secure local and foreign loans
to purchases aircraft and
equipment.
Due to the numerous aims and
objectives of the Nigerian Airways and her zeal towards making them a reality
the organization is departmentalized to ease activities and foster developments
in a way of satisfying its customers and at the same time enhancing good
corporate image.
1.3 STATEMENT
OF RESEARCH PROBLEMS
There
has been a good number of complaints from the Nigerian Airways Enugu public
relations operations of the organization.
There is no efficient, effective and systematic public relations in the
establishment. As a result of this, the
Nigerian Airways does not communicate to its publics as at when due.
The Nigerian Airways Enugu seems to be
undergoing image problems. The problems
of financial constraints deferring regulatory policies by the government. Negative attitude of employees to work,
management problems, flight delays and conciliations, inefficient services and
general rising of costs of goods and services seems to point to the fact that
public relations has failed in its role of establishing a good corporate image
of Nigerian Airways Enugu.
There
has been absence of incentives to customers, which now brings about low
persuasive sales strategy.
The acceptance of forged tickets, defaced ticket and checking adult passengers with
infants or children tickets affects the customers.
The refund of unused tickets takes a
very long time hence the customers involved usually get displeased because of
the undue time spent before they are finally refunded.
Another problem is that the management
of the parastatal makes it impossible for airline public relations manager to
do his job satisfactorily. The resultant
effect here is that most of the time the public relations manager is compelled
to take actions and execute programmes that are not of interest to the various
publics.
1.4 OBJECTIVE
OF THE STUDY
The objective of this study is to
identify more efficient and effective identify way of using public relations to
enhance the corporate image and good
will in Nigerian Airways, Enugu.
The study also sets out to know how
the various Nigerian airways Enugu
publics perceive the organization.
The study will analyse the public
relations strategies and management
polices of the organization in question.
It is much better to identify and know
the various aims and objective of Nigerian Airways to see how far the organization has achieved them.
The
direct incentives due to the customers,
are they really persuasive sales strategy or not.
To analyse critically the customers
remarks and responses that shall be made when questionnaires are collected to
see whether Nigerian Airways will succeed as a business enterprise and coporate
institutions
1.5 SIGNIFICANCE
OF THE STUDY
In
every organization, be it social or business enterprises, there is need
for unity, harmony and peace to prevail between the organization and its publics.
Any organization that fails to recognize the existence of its publics will definitely
fail. More so if any organization fails to take cognizance of public relations department of the organization, such organization will not accomplish its aims
and objectives.
To this end , the Nigerian Airways
should always give the public relations
manager his proper place in the organization and should also help
him function fully by giving him the necessary tools and equipment needed for his operations.
To ascertain customer perception of
the image of Nigerian Airway Enugu, if the perception of the organizational
image when determined is bad, then one would be in a better position to advice and make necessary recommendation in
order to build or enhance the image .
To know how far public relations roles will help to co-ordinate the
organization and its various publics
To know some of the communication
barriers faced by public relations
department in the organization.
Finally to contribute to the knowledge
of mass communicators and indeed to the knowledge of Nigerian in
their guest for effect of image building in government parastatals.
1.6 RESEARCH
QUESTIONS
1. Does the
image of Nigerian Airways Enugu satisfy its publics so as to help attract and sustain
potential customers?
2, Is
Nigerian Airways Enugu facing image problem in the execution of its duties?
3. Does the
political interference hamper or hinder the public relations department in Nigerian
Airways from effective performance of its duties?
1.7 RESEARCH HYPOTHESES/ NULL HYPOTHESES
The
researcher will test the following:
H1 The public
relations role go along way in building corporate image of Nigerian Airways.
Ho. The pubic
relations role does not go a long way in building corporate image of Nigerian
Airways
H2. The
Nigerian Airways face image problem in
execution of her duties
Ho. The
Nigerian Airways does not face image problem in the execution of her duties.
H3. The more
political interference, the more effective the performance of public relations
department.
Ho. The more
political interference, the less effective the performance of public relations
department.
1.8 CONCEPTUAL AND OPERATIONAL DEFINITION
definition
of terms conceptual
1. Public –
A particular section of the community
2. Public
Relations – The procedure of programmes of activities of ensuring a link
between an organization and its publics.
3. Building
– This is the construction of houses that gives shelter to people.
4. Image –
This is a mental picture, idea of
concept of somebody or something.
It could also be seen as a
sensual thing perceived as an entity or a coherent which does not necessarily
have something to do with reality of a
situation.
5. Airline
– this is an air transport business that
runs a regular services.
6. Organization
– This is a group with special purpose
of coming together as one to
operate a business ventures. It could be government or private owned.
1.9 DEFINITION OF TERMS OPERATIONAL
1. Pubic
The number of people who receive the services of Nigerian Airways Enugu.
2. Public
relations : Mutual understanding between Nigerian Airways Enugu and its public,
carried out by the public relations department
3. Building
– This is the creation of establishment of good will and acceptance between the
Nigerian Airways Enugu and its publics.
4. Image –
The mental pictures that the publics of Nigerian Airways have on the effect of efficiency of services
varied by the number.
5. Airline
– This means the case
under study, which is the Nigerian Airways, Enugu.
6. Organization
– Government owned paratatal known as the Nigerian Airways.
1.10 ASSUMPTIONS
It is assumed that after this
study, the public relations officer would be in a better position to know the
best strategy to promote the corporate image of his organization. He would be in a position to make nice
goodwill for the organization as to increase its profits.
However, the management of the organization would be in a
positions to equip the public relations
officer, so that he can discharge his duties efficiently
1.11 LIMITATIONS OF THE STUDY
This
study is limited by the logistics, time and
fund problems. This is because the subject matter of this study is one which
should have made the study a national one.
The topic is one which attracts public attention and interest on a national one. The
topic is one, which attracts public attention and interest on a national
scale. Unfortunately. It
would not be handled on the required scale.
As a result of this, the researcher
limited the research work at Nigerian
Airways Enugu because of the limited
time available. This sampling is done in
Nigerian Airways Enugu.