EFFECTIVENESS OF PUBLIC RELATIONS PRACTICE IN THE OIL SECTOR
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EFFECTIVENESS OF PUBLIC RELATIONS PRACTICE IN THE OIL SECTOR
ABSTRACT
African Petroleum Plc, a marketer of petroleum products and chemicals, understands that public support and goodwill, as well as a positive corporate image, are critical to commercial success. Tends to be influenced by their audiences, which include employees, shareholders, consumers, and, of course, members of the press.
The company is actually very interested in learning about its public’s problem areas and opportunities with the goal of improving the organization’s overall performance by learning what their public thinks about African petroleum public relations programmes and the quality of services provided by the organisation to its publics.
As a result, the researcher chose to conduct this study with the specified aims.
The study’s aims are:
Determine the amount to which AP’s public relations communications are accessible to their audiences, as well as if AP’s public relations techniques influence their audiences’ opinions.
Relevant data based on the scope of the study were collected through primary and secondary data, with a structured questionnaire administered to 250 respondents, including forty African petroleum employees, sixty shareholders, one hundred and twenty customers, and thirty members of the press.
The questionnaire was carefully structured, with open-ended questions when necessary. To simplify response comparison and to ensure good control of the questions, the hypotheses were analysed using chi-square (x2).
Among the findings were that the African Petroleum Public Relations Media Message and the overall quality of their services are excellent due to their mobilisation programmes and enlightenment campaigns,
but more effort is required. AP’s Public Relations Practice persuades their audiences to choose her products through persuasive and convincing communication.
The following recommendation was made: AP should constantly conduct a continuous evaluation of its public relations approach and effectiveness to detect any shortcomings. The media combination should be monitored to ensure that there is always adequate coverage.Chapter one
1.0 Introduction 1.1 Background of the Study
African Petroleum Plc’s origins dates back to 1954, when the then-British petroleum BP firm Limited acquired the assets of Atlantic Refining firm on the West African coast.
Ten years later (1964), the firm was formed in Nigeria as British Petroleum of Nigeria Limited, which is, of course, a subsidiary of the global British Petroleum Group and markets petroleum products throughout the Federal Republic of Nigeria.
In 1978, the company transitioned from a private to a public company when 40% of its shares were sold to Nigerian nationals in accordance with the stipulations of the Nigeria Enterprises Promotions Degree of 1977.
On July 31, 1979, the Federal Government purchased a 60% stake in British Petroleum (BP) Limited, transforming the corporation into a fully Nigerian affair. As a result, the company had to alter its name to African Petroleum (AP) Limited in November 1979.
As a result, in March 1989, the Federal Government sold 20% of its 60% stake in African petroleum to the public as part of its privatisation agenda.
During the exercise, the shares were seven times oversubscribed, bringing the total number of share holders from about fifty thousand to one hundred and sixty thousand. The company’s current paid-up share capital is N 86.4 million, which is the most in the country.
African Petroleum (AP), a refined petroleum marketer in Nigeria, purchases and distributes petroleum products such as petrol (PMS), diesel oil (AGO), household kerosene or domestic petroleum kerosene (HHK/DPK), low poor fuel oil (LPFO),
liquefied petroleum gas (LPG), fuel oil, Jet-A-1 (aviation furbric kerosene), and others. The company also manufactures and markets a wide range of lubricants, insecticides, and chemicals. This company’s marketing operations are based in Kaduna, Kano, Port Harcourt, and Warri.
African Petroleum Plc has its headquarters in Lagos. The Nigerian National Petroleum Corporation (NNPC) provides its goods primarily through key network depots and refineries.
According to its Diary (1998), African Petroleum is a world-class integrated petroleum firm whose great and dedicated people, supported by superb technology, provide remarkable advantages to its stockholders.”
Their objective is to supply high-quality petroleum and associated products and services in an innovative and customer-focused manner.”
Businesses are open systems, and the majority of what they do results in direct benefits and costs for their communities. Today, society expects corporations to contribute to the critical work of solving society’s challenges.
Corporations are more than just economic institutions; they have a responsibility to commit some of their resources to problems that they primarily contributed to the creation of.
Regardless of how little or huge our firm is, we cannot separate it from the society around us. We cannot function without its goodwill. The researcher attempted to x-ray African Petroleum plc’s public relations approach in order to measure its efficacy in generating the desired goodwill required for healthy corporate survival.
1.2 Statement of Problems:
African Petroleum Plc (previously British Petroleum), which has been in business since 1954, is today one of Nigeria’s leading marketers of petroleum products. African Petroleum plc has a few significant marketing areas, including Kaduna, Kano, Lagos, and Port Harcourt.
It has depots in (Apapa) Lagos, Jos, and Kano, but its main supplier is the Nigerian National Petroleum Company. The company currently engages in chemical marketing, real estate development, and pesticide manufacture.
When it comes to the country’s ever-increasing rivalry and ongoing fuel scarcity, the corporation does not sit back and wait; instead, it continues to diversify and grow its operations.
The reason for this is that if the company fails to satisfy her numerous customers by providing a consistent supply of product as needed and, of course, quality product, the public’s negative reaction would harm its profit-making capabilities and,
as a result, the nation’s economy. In the endeavour to improve the quality of its products and services in terms of earning public commendations, goodwill, and support, it is unable to grasp how the public perceives their company’s service quality and public relations programmes.
This study work shall do justice to address specific difficulties like as
a. How far are AP plc’s public relations communications accessible to its audiences?
b. Did the media frequently employ appropriate public relations techniques?
c. Is AP’s public relations section rated highly by its constituents in terms of efficiency?
d. Does African Petroleum plc’s public relations activities influence public opinion in favour of AP?
g. Do the public relations professionals rate African Petroleum plc’s public relations practice as adequate?
1.3 Object of the Study
The study’s objectives are the following:
a. Determine the extent to which African petroleum’s public communications are accessible to the public.
b. To determine whether the appropriate public relations mediums were frequently used.
c. Determine whether the AP’s public relations practices influence public sentiment in favour of African petroleum.
d. Determine whether African Petroleum’s public relations department is very efficient.
a. Determine whether the public considers AP plc’s public relations practices adequate.
1.4 Formulation of the Hypothesis
H01: African petroleum’s public relations communications are insufficiently accessible to its target audience.
H02: The appropriate public relations medium were not frequently deployed.
H03: African petroleum’s public relations practices have little influence on public sentiment in support of African petroleum.
H04: AP’s public relations department is not highly ranked for efficiency.
H05: The public views African Petroleum’s public relations practices as adequate.
1.5 Scope of the Study
The study’s scope is centred on public relations practices in African Petroleum Plc. and their internal and external publics in the Port Harcourt metropolitan. The topics studied include all of the elements included in the study’s objectives and hypothesis.
The views of office holders and opinion leaders were purchased since they are decision-makers.
1.6 Significance of the Study
Concerning the diversification and extension of its activities, the current crisis and the increased competition among oil marketing organisations.
African Petroleum plc is concerned with generating marketing information that will assist them in achieving a favourable market share and maintaining its profit marketing ability if it wishes to continue in business.
The researcher may seek recommendations to guarantee that public relations is used appropriately and effectively as a tool for corporate promotion.
Furthermore, this study will serve as a working tool for CEOs and managers in the oil marketing sectors; it will serve as a foundation for future development while also contributing to existing knowledge in the field of oil marketing.
1.7 Definition of Terms
PUBLIC RELATIONS: Public relations is the art and practice of attaining harmony with the environment via mutual understanding founded on truth, knowledge, and complete information. (Sam Black 1990) in (Ajala 200, p.3)
COMMUNICATION: This is the process by which human people express their wants, feelings, desires, ideas, sentiments, and goals using codes, symbols, and languages that are understood by all parties involved.
COMPANY: A business or organisation formed to generate profit by offering goods and services.
DIVERSIFICATION: This is a financial technique of holding various investments to lessen the chance of financial loss.
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