ROLE OF PUBLIC RELATIONS IN IMPROVING NIGERIA INTERNATIONAL TRADE
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ROLE OF PUBLIC RELATIONS IN IMPROVING NIGERIA INTERNATIONAL TRADE
Chapter one
INTRODUCTION
BACKGROUND FOR THE STUDY
We all believe in communication, and any management that promotes excellent communication both internally and externally is enlightened. The researcher cannot see why somebody should be considered enlightened just for disseminating and presenting their own policy or point of view.
In the words of Henry Tames, “it must be part less to work in the dark, or pursuing a relentless chche- hidden train of thought to made you light under a bush” .
Public relations, as one of the making promotional instruments (promo tools), is now an important aspect of modern corporate management is not recognised.
This is because public relations is often suspect, and is equated in the eyes of some members of the public with an attempt to deceive, to “pull the wool over our eyes,” despite the fact that this is the polar opposite of its true purpose,
which is to explain what is not fully apparent and to remove that which is not fully apparent, as well as prejudice and misunderstanding based on ignorance of the facts.
However, in today’s highly competitive world, simply being good is insufficient; one must also be perceived to be virtuous. PR recognises the importance of drawing public attention to all of a company’s positive aspects. It seeks to create a favourable climate of opinion in which the organisation can pursue its lawful goals.
The goal of public relations is to ensure that the organisation is perceived as having an effective and valuable impact on the well-being of the trade or industry in which it operates. A good public image is not something that happens by chance; it takes purposeful effort, and that effort must be channelled to be effective.
Good public relations is identical with good communication, which necessitates knowledge of the communications medium, particularly the press, radio, and television.
This study attempts to investigate the issues that impede the use of public relations at the worldwide marketing level, focusing on multinational corporations and Nigerian exporters. It is done in light of the fact that the world’s face is rapidly changing, as are the marketing executive’s tasks.
Public relations plays an important function in today’s commercial organisations. This is because it is just as important to management as human resources or financial management. However, as Dr. Nwosu emphasised, only well-managed public relations operations will allow an organisation to achieve its primary goals.
We can certainly all think of organisations that manage their public relations well. They are the organisations we trust and are familiar with, with whom we feel comfortable and would like to do business.
For a marketing executive, the interesting questions are how do these organisations respect and convene people that they are intended to help. Dr. Jon White will simply tell you that performance is part of the answer.
Based on this response, we may conclude that customers will return to organisations who have proven themselves and their products and services reliable. However, there is growing support over time.
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