CHAPTER ONE

INTRODUCTION

1.1       Background of the study

            The purpose of public relations practice is to establish a two-way communication seeking common ground or areas to mutual interest, and to establish understanding based on the true knowledge and full information. The scale of activity to promote good public relations may vary considerably according to the size and nature of the interested parties, but the philosophy, and strategy and methods will be similar whether the public relations programme is designed to influence international understanding or to improve relations between a service-provider and its customers (Nwude & Uduji, 2013). Lenka, Suar and Mohapatra (2009) observe that public relations is a term that is wildly misunderstood and misused to describe anything from selling to hosting, when in fact, it is a very specific communication process. Every company, organization, association and government body deals with groups of people affected by what that organization does or says (Simeon, 2012).

            Sharma and Rao (2010) observe that they might be employees, customer’s stockholders, competition suppliers or just the general population of consumers a company interacts with on-a daily basis, and these groups may be referred to as one of the origination’s publics and hence impact of are impacted by the organization’s activities. Sharma and Rao (2010) therefore maintain that public relations manages the organization’s relationship with these publics. Importantly, governments, companies and organizations know they must consider the public impact of their actions and decisions because of the powerful effect of public opinion. This is why Rehman and Ahamed (2008) suggest that in times of crisis, emergency or disaster, public relations is especially needed to handle public opinion and hence, limit the negative impact it could have on the organization. However, this is also true for major policy decision concerning changes in business management, pricing policies, labour negotiations, introduction of new products or changes in distribution methods. Each of these decisions affects different groups in different ways. In other words, efficient and affective public relations managers can use the power of these groups opinion to bring about positive changes. Similarly, Odu and Ihejiamiazu (2000) assert that it is crystal that the purpose of everything labelled ‘public relations’ is to influence public opinion towards building good will and positive reputation for the organization or company.

            The service industry in Nigeria is increasingly becoming complex with emerging issues and challenges that require creative and imaginative solutions from those involved. With the ongoing process of globalization, access to information through the ever-dynamic communication technologies are exposing individuals to new realities that promote new tastes, expectations and demands on product and services providers in p laces like Nigeria (Odu & Ihejiamiazu, 2000). Nwagbara (2001) opines that for the business sector competition  is getting stiffer by the day, the challenges to remain profitable in business with appreciable public support and understanding are indeed enormous due to growing national and international competitions complex and challenging operational climate, hostile surrounding communities, growing expectations, security issues, depressed nature of the economy, increasing rates of poverty among the general population, rising costs of production, unending  demands from labour, unpredictable government policies, expensive media services etc. These and many more, Nwagbara (2001) identifies as issues that continue to chalets the performance of companies and other private sector concerns in Nigeria. In other words, management of business has to deal with complex environmental issues that affect their business in continuously changing and challenging circumstances like what we are currently experiencing in Nigeria.

1. 1. This material content is developed to serve as a GUIDE for students to conduct academic research work
2. 2. As a source for additional understanding of the subject.
3. 3. As a source for ideas for your own research work (if properly referenced).
4. 4. For PROPER paraphrasing (see your university definition of plagiarism and acceptable paraphrase)
5. 5. Direct citing (if referenced properly)
Thank you so much for your respect to the authors copyright.