INFLUENCE OF PUBLIC RELATION ON THE CORPORATE IMAGE
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INFLUENCE OF PUBLIC RELATION ON THE CORPORATE IMAGE
Chapter one
INTRODUCTION
1.1 Background of the Study
An organisation that succeeds without public relations is comparable to a politician, salesman, and lawyer succeeding without personality. Rogers (2005: 22). For the definition, it is a two-way communication strategy that an organisation carefully plans, passionately pursues, and sustains in monitoring its image among the audience it serves.
One can see how crucial the public relations department of an organisation will be in ensuring that the organization’s image projection remains consistent in order to accomplish the intended result.
To survive, an organisation must project a positive image to the broader public in order to retain their audience. According to Godley (2005:88), image is the overall concept of an organisation based on prior information and understanding of facts about the body corporate or incorporate that are recalled from time to time for the goal of creating an opinion.
Every corporation is built on its image. A battered, misunderstood, or unprojected image makes it difficult for any corporation to exist. The primary purpose of a public relations practitioner is to build and maintain a positive image for an organisation.
Good public relations can thus be considered a useful technique for improving corporate image. Corporate image, one of several sorts of images, is the sum of all impressions of a firm in the minds of diverse publics.
Customers, suppliers, stockholders, future investors, competitors, and the general public are all part of the public. Products, services, community interactions, commercial dealings, security investments, property look, and a variety of other factors all contribute to these perceptions.
There is plenty of evidence that a positive corporate image can boost an organization’s salesperson earnings, but the public’s perception of an organisation determines its credibility.
Thus, attitude may be favourable or negative depending on how the organisation conveys the reputation or image it deserves. An organization’s image is determined by its behaviour and financial success, marketing policies, employee relations standards, and management philosophy.
The public relations officer’s role is to defend the organization’s image, and he must also be aware of the organisation in all aspects of their activity.
1.2 Statement of the Problem
Corporate image refers to the entirety of the impressions that various publics have of an organisation, which may be good or negative. Every organisation strives to leave a positive impression in the minds of its diverse audiences.
Champion Breweries in Uyo is no exception. Champion Breweries Plc, Uyo, a pioneer corporate institution in the breweries business, has been hampered in recent years by declining economic policies and an unpredictable political environment.
Champion Breweries Plc appears to have maintained its corporate image as a strong, efficient, quality-minded, and socially responsible corporate citizen.
Against this backdrop, this study sought to determine the role of public relations in favourably impacting the organization’s corporate image.
1.3 Objectives of the Study
The study’s aims are:
Learn about the relationship between Champion Breweries’ public relations and corporate image.
Find out how much public relations effects Champion Breweries’ company image.
Discover the barriers to public relations practice at Champion Breweries.
Recommend the efficient use of public relations for corporate image.
1.4 RESEARCH QUESTIONS.
The research questions formulated were:
What is the relationship between public relations and Champion Breweries Plc’s corporate image?
What level of influence does public relations have on Champion Breweries Plc’s company image?
What are the variables that work against Champion Breweries Plc’s public relations practices?
How could the effective use of public relations for company image be recommended?
1. 5 Research Hypotheses
The hypotheses formed were:
Ho: There is no significant association between public relations and Champion Breweries Plc’s company image.
Hi: There is a significant relationship between public relations and Champion Breweries Plc’s business image.
Ho: Public relations has little influence on Champion Breweries Plc’s company image.
Hi: Public relations have a considerable impact on Champion Breweries Plc’s company image.
1.6 Significance of the Study
The researcher argues that there are always restrictions between the organisation and its external and internal publics, which leads to misconceptions and misrepresentations of the organization’s objectives.
This call for harmonisation of the organization’s general public for a better understanding among them; in order to avoid this ugly relationship, the public relations department, through its numerous programmes, including image building, corrects the wrong impression held by the two publics about the organisation.
The study’s significance will be to highlight the importance of image building activities as a public relations function in fostering cordial relationships between Champion Breweries Plc, Uyo’s external and internal publics and management, thereby activating the organization’s desired goodwill.
1.7 Scope and Limitations of the Study
To present extensive study findings on the impact of public relations on business image. The study will focus on the impact of public relations on Champion Breweries Plc’s business image.
However, due to circumstances beyond the researcher’s control, the study was limited to Champion Breweries Plc. The following variables contributed to the study’s limited scope:
Time: Factors that could have a detrimental impact on an academic project like this. The researcher only had a few months to conduct, prepare, and submit the project report, as well as complete the course in the discipline curriculum that required the researcher’s time and attention.
Finance: The relative scarcity or non-availability of money to researchers defines to a greater extent the scope of their investigations; similarly, the lack of finance impedes the proper operation of the project.
Material: The lack of availability of materials impedes the smooth conduct and competition of the activity, as does the scarcity of writing and printing supplies and their accompanying high costs.
Illiteracy: Because of their weak educational backgrounds, many respondents may not comprehend what the research actually entails, limiting the researcher’s capacity to collect pertinent data effectively.
1.8 Definition of Terms
Some key concepts used in the study are briefly described here to provide readers with a better understanding of the study.
Influence is the ability to influence customer behaviour in order to induce a change in attitude, whether good or negative.
Public relations is the act of harmonising the connection between an organisation and its stakeholders in order to foster goodwill and understanding.
Corporate image refers to the sum of impressions that the public has about an organisation.
Kotler and Armstrong (996) define a consumer as any individual or household who purchases or acquires products and services for personal use.
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