CHAPTER ONE
INTRODUCTION
1.1 Background of the study
Public Relations has be come a potent tool in modern business management in recent times. A public is any group that has an actual or potential inert in or impact on a company ability to achieve its objective. The main goal of pubic Relations are to create, maintain and protect the organization reputation, enhance its prestige and a favorable image. According to Edoga (2008:30) defined Pubic Relations as the Management function that establishes and maintain mutually beneficial relationship between the organization and the publics on whom its success or failure depends. And Pubic Relations is an organizations effort to win the cooperation of group of people. Nwokoye (1984:212) defined Public Relations as the activities of cooperation union, government or other organizations in building and marketing sound and productive relations with special public such as costumers, employers or stockholders and with the public at large. So as to adapt itself to its environment and interpret itself society. Busch and Houston(1995:200) noted that Public Relations is management function which evaluates public altitude, identifies policies and procedures of an individual or an organization with the public interest and executes a programme of action to earn public understanding and acceptance.
Public Relations (PR) is the management of internal and external communication of an organization to create and maintain a positive image. Public Relations is management directing responsibility, because business can only think/ survive by virtue of continuing public approval “ with public sentiment nothing can fail, without it nothing can succeed” (Irving Smith kegan, 1977:2) quoting Abraham Lincoln. Public Relations is aimed at making friends for the organizations and building internal and external goodwill on the reasonable that the are strongly needed for an organization to remain in business and make profit. With the increase in the activities of an organization, the need for adequate communication between the organization and those who in one way or the other are affected by the activities of the organization becomes more imperative. An organization while wanting to remain viable, need to have good relations with its employees, customers of its products/ services , future investors, stockholders and Infact the general public.
As an organization specialized in manufacturing or offering services, it needs to show its staff existing or potential customers that it is up to date, forward looking, concerned to product, offer the best goods /services for the price it charges and to make sure that it customers are really satisfied. There is proliferation of Banks, this has brought about keen competition in the industry. This competition impacts negatively on the profit of the First Bank plc in Enugu. The question that comes to mind is how can First Bank survive in this competition, making sure that they have customers. Manufactures and producers of goods and services are aware that the Public Relations does not only ensure that good relations with the public but can strive towards profit making through increased customers patronage It is in the light of the importance attached to Public Relations that the researcher seeks to examines the role of Public Relations in increasing customer traic with special interest in First Bank PLC Enugu.
1.2 STATEMENT OF THE PROBLEM
A good corporate image is usually regarded to be essential for the existence of an organization, the success or failure of a cooperation depends on its relationship with its special Publics, consumers, employees, stockholders, government, community, distribution-dealers, suppliers and others. A favourable corporate image creates confidence in an organization. The Banking industry is very competitive, various Banks uses marketing strategy to get customers. One of the marketing strategies adopted by banking industry is the use of Public Relations. Public Relations has been found to be very effective but it does not go with out some problems. Thus, in this study, the researcher critically looked at the following: (i) How can the company managed the cost of Public Relations? (ii) How can the Public Relations of the company be made more effective? (iii) What is the state of attitudes and beliefs? (iv) What is the corporate image of those organizations? (v) What are the Public Relations objectives of the organdies? The researcher is therefore poised to highlight the problem areas and how it enforce its Public image so as to create a favorable corporate image among their special Publics, leading to increased customer traffic.
1.3 OBJECTIVE OF THE STUDY –
To ascertain how Public Relations help in eliminating misunderstanding – To recommend solutions to the problems on Public relations identified – To know how Public Relations helped in improving communication between people and the organization – To determine the impact of public Relation on increased customer traffic – To determine the impact of Public Relations on customer patronage
