The origin of public relations dates back to the time when man started interacting with each other. It has been with us from the time we wake up in the morning we try to be good to each other by greeting our room- mates friends neighbors and colleges. We brush our teeth take our bath and put on rice clothe just to appear pleasing to other we do this not because there is any law or decree that makes it mandatory to do so but because we do not want our present to be repulsive or odious to others public relations is very important in modern life of man especially in business industries military and civil service. This is because the world is industrialization.
According to David ideal (1983) public relations is the study of principle philosophies theories attitudes and the ideas which govern human activities.. the public relation practitio0ner employs effective communications to build sustain and defend his organization’s reputation among both its internal and external publics he has the responsibility to recommend new communication strategies towards improving organization efficiency improving efficiency remains the key to successful public relations considerable credibility has been built for an organization that organization would have been presented . to the public as responsible corporate entity profitable business concern an efficient and credible player in the industry as well as a caring employer. Along the line public relation among other things helps to formulate polices and also in planning which involves working out operational qudelines and strategies for attainment of the objective. It also assist in the policy execution and evaluation of the activities so far carried out. Also it helps to determine how good the publics are the appropriates of strategies and how well the execution has been effected; no double it is regards as a management function. The united kingdom president of international association of business communication Vicki staveacre says in a book titled strategic communication that public relations actually contributes to bottom line. It supports the strategic objectives of the company relationship with internal and external public
as well as stacker holders. According to study conducted by the association public relations contribute to the bottomland by preventing the cost of conflict with by public in terms of strikes litigation and boycotts.
For public relations to achieve these ideas and goals for which an organization is established it must not be neglected adequate public relations planning and programming must be in line with that of the organization. This planning programming and implementation must be evaluated by measuring in terms of their parameter audience coverage response communication impact and process or influence. This is why cult lip Cortland center (1987) that the more likely are to hold consistent position on that issue the more a person is emotionally involved in his beliefs the harder argument. But people tend to see and cogent to their predisposition if is one of the basic principles of public relations that people are essentially rational by nature.
They respond to facts and want the truth and they will literately find and act upon it. But Lawrence N Notle (1978) cloistered that human beings are not responsible and rational. They are emotional they will be virtually opposed to a law and in favour of all buy its product or love its advertisement but refuse to buy the product advertised. But public relational knows how to get on with such situations. Relating to this frank E wash observes public relation as the planned effort to influence opinion through good character and responsible performance based on mutually two way communication two way communication in public relations means every groups segment with which the institution has relations.
Employees customers suppliers stock holders communication government and academic and this public must be able to communicate with the organization and be able to communicate with the organization and be heard. Anything short of this amounts to a mere shot in the Clark .bearing in mind the subject matter of our discussion soulseghently focus on both internal and external publics. This customers must be perfectly attended to in order to create a favorable opinion for the organization their complaints must be looked into with dispatch by the public relations department. Pat Bowman and Nigel E (1976) and noted that all complaint genuine or not must be acknowledged properly preferable that day they are received.
Therefore the customer are of immense importance to the public relations man and he should make constant effort to see that they are comfortable. In today’s interdependence society all institutions are vested with public responsibilities.
Today’s public opinion through it may appear as high as air may become tomorrows legislation for better for worse therefore a wise firm makes public relation not simply of a staff department but a management so that every major business decision is considered from the stand point of its public importance. Public relations is a management function of a continuing and planned character through which publics and private organizations and institutions seek to win and retain the understanding simply, simply and support of those with whom they are or may be concerned by evaluating public opinion about themselves in order to correlate as far as possible their own polices and procedures to achieve more efficient fulfillment of their common interest. When a company’s public image receives a high rating it translates to increase public confidence patronage good will higher profit growth peaceful and stable environment.
CUARLES t formbrum (1976) in his book reputation realizing value from cooperate image, puts it succinctly thus A reputation is invaluable because it informs us about what products to buy what companies to work for or what stocks to invest in against this background this particular study focussed on public relations as a tool for conflict resolution a case study of NITEL plc Enugu territorial office this study has become imperative in the high of the importance of the communications in this era of economic uncertainty and problem galore secondly by the recent development in the industry such as the permission of commercial carries to engage private sector in telecommunication business ie which participation will indirectly expose NITEL to some sort of competition. The level of development in the industry and the country in general coupled with the general misunderstanding of public relations call for a study like this
TABLE OF CONTENT
Table of contentvii
1.1Background of study6
1.2Statement of research problem 10
1.3Objective of the study12
1.4Significance of the study14
1.7Conceptual and operational definition 17
Review of the literature20
2.1Sources of literature28
2.2Summary of literary review30
3.3 Research sample33
3.4 Measuring instrument 34
Data analysis and result36
Summary, Recommendation and Conclusion46
5.2Recommendation for further study49
5.3Suggestion for further study52
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