PUBLIC RELATIONS AS A MANAGERIAL TOOL IN A BUSINESS ORGANIZATION - A CASE STUDY OF TELECOMMUNICATIONS COMPANIES.

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

 Wynne, Robert.(2017) "Five Things Everyone Should Know About Public Relations". Forbes

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