CHAPTER ONE
1.1 Background To The Study
According to Ivy Lee,(1900 ) public relations is a management function, which assesses public attitudes, and defines the policies, procedures and interests of an institution towards executing a program of action to earn public image of appreciation and acceptance.
The significance of PR is to build good image and relationship with the institutions various publics through favourable publicity, handling crisis management issues and building a good corporate image, in today’s modern society institutions with PR department must be proficient in the use of social media. Mark Burgess
It is the role of Public relations to inform the public about news affect the news, receives the news, and react to the news towards building the brand image of the institution through the media.PR determines the shape of an institution reputation, image, culture, brand perception. PR utilizes various modes to build the image of the institution such as the use of radio, digital video, tv, print , broadcast, and the social media. Apparently social media has greatly affected other modes of communication in today’s communication sector. Lisa Buyer – The Buyer Group. Heidi cohen (2011)Public relations specialists ensure the establishment and maintenances of good relationships with the institutions publics, media, and opinion leaders. PR responsibility include the writing of speeches, acting as the institutions spokesperson, designing communications campaigns, preparing clients for press conferences, writing news ,working with the press, arranging media interviews and speeches, managing the website and social media , managing crisis to build institutions reputations , handling internal communications, and marketing activities , event management and brand protection .The research therefore seek to appraise Public Relations As a Managerial Tool In a Business Organization - A case study of Telecommunications companies.
1.2 Statement of the Problem
The 21st century has greatly affected the nature and role of PR. This is because the Internet has facilitated the easy dissemination and rejection of messages. The clutter of PR messages can mislead readers and viewers, and at the same time can go viral enough to make the possibilities intriguing. Institutions will have to address salient issues to enhance the effectiveness of PR in today’s internet driven society. Credibility; PR professional must work extra hard to gain credibility as a result of the evolution of internet social media. This means that gaining access to media outlet would demand the presentation of credible messages as media editors are out to screen PR Messages for credibility, accuracy, professionalism and quality. The 21st century has facilitated people with internet facility to get a message out in seconds. This has led to lot of exaggeration and false claims that has eluded the credibility of PR promotions .Consequently an institution must evolves measures to establish the credibility of its messages. This can include establishing your credentials and background, third party endorsement who will be ready to offer the facts and figures to support your credentials. Multiple Channels; Today there are multiple channels of communication other than the traditional methods of TV, radio and newspapers. Institutions must choose the most suitable medium to reach its target audience. For example, your institution can adopt a PR campaign using text messaging to target young people, an email internet medium to reach the parents of young people and traditional newspaper to target the seniors. Also those messages must be stated differently to suit the method of distribution. Therefore it is pertinent to utilize the right channel and the right message to target your audience. Measuring Impact of Social Media; Another challenge facing todays PR is the ability to measure the impact of your messages on the social media, while it is possible for your messages to appear in various social media network, it is also possible for those messages not to be accepted in many of the those Social media platform. This is because some people may not welcome interruptions while on the internet trying to source for information. Consequently some promotional activities may not really create the required impact can look like a PR person’s dream. Kevin Johnston(2016). Therefore the problem confronting the research is to appraise Public Relations As a Managerial Tool In a Business Organization - A case study of Telecommunications companies.
1.3 Objectives of the Study
To appraise Public Relations As a Managerial Tool In a Business Organization - A case study of Telecommunications companies.
1.4 Research Questions
What is the nature of Public Relations as a Managerial Tool in a Business Organization - A case study of Telecommunications companies?
1.5 Significance of the Study
The study shall proffer an appraisal of Public Relations As a Managerial Tool In a Business Organization - A case study of Telecommunications companies.
1.6 Research Hypothesis
Ho The impact of Public Relation as a managerial tool inTelecommunication companies is low
Hi The impact of Public Relation as a managerial tool inTelecommunication companies is high
1.7 Scope of the Study
The study focuses on the appraisal of Public Relation as a managerial tool . A case study of Telecommunication
1.8 Limitations of the Study
The study was confronted by some constraints including logistics and geographical factors.
1.9 Definition of Terms
PUBLIC RELATION DEFINED
According to Ivy Lee,(1900 ) public relations is a management function, which assesses public attitudes, and defines the policies, procedures and interests of an institution towards executing a program of action to earn public image of appreciation and acceptance.
REFERENCES
Grunig, James E; Hunt, Todd (1984), Managing Public Relations (6th ed.), Orlando, FL: Harcourt Brace Jovanovich
Heidi Cohen (2011) actionable marketing guide
Kevin Johnston (2016) Challenges of Public Relations in the 21st Century
Rubel, Gina F. (2007), Everyday Public Relations for Lawyers (1st ed.), Doylestown,
Roos, Dave.(2014) "What Is Public Relations?" How Stuff Works. N.p., 5
Seitel, Fraser P. (2007), The Practice of Public Relations. (10th ed.), Upper Saddle River, NJ: Pearson Prentice Hall
SHOEMAKER, P. J. (2017)"Public Relations versus Journalism: Comments on Turow". American Behavioral Scientist. 33 (2): 213–215
