USE OF PRINT MEDIA AS TOOL FOR PUBLIC RELATION PRACTICE
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USE OF PRINT MEDIA AS TOOL FOR PUBLIC RELATION PRACTICE
Chapter one
1.0 Introduction
1.1 Background of the Study
In the pursuit of strong and solid relations, the majority of public relations practitioners in Nigeria employ various forms of media for effective communication. Before we get into the topic, let’s define a medium: a medium is any channel or means by which public relations communicates with the broader audience.
Media are kind of indispensable tools of public relations practitioners because without media, the practice of public relations becomes a clog on the wheel of dissemination of information to the general public; that is to say, public relations cannot take place effectively without a medium, as the primary objective of public relations is to ensure the perfect creation and proper maintenance of mutual understanding through a two-way communication system (Black,198).
Each of the public relations media is known by a different term among public relations practitioners. These are numerous strategies, tactics, vehicles, channels, or tools for communicating messages to the public and establishing relationships. The medium in public relations can be divided into two categories: print and electronic or broadcast media.
These two types can be further separated into two groups: controllable and uncontrollable media. Newspapers and magazines fall under the category of uncontrollable media.
House journals, institutional books, staff induction booklets, and other materials may include annual reports and accounts, letters, directories or yearbooks, calendars, leaflets, handbills, and posters, among others, while electronic public relations media include radio, television, cinema, information communication technologies (ICTs), documentary films, and other audio-visual forms or electronic communication platforms.
In this regard, the research aims to assess the use of print media as a tool for public relations practice, utilising International Breweries Plc, Ilesa as a case study.
1.2 Problem Statement.
According to the findings, management in many Nigerian organisations does not recognise or value public relations operations conducted through print media in order to establish and enhance a positive image for the organization’s standard.
It has been noted that management has a friendly and challenging attitude towards the Public Relations department and their operations; also, they do not want to spend money on (Public Relations) activities such as poster printing, house journal publication, and so on.
This is due to the erroneous and self-perceived assumption that public relations efforts (activities) are wasteful and do not generate immediate financial benefits to the organisation.
As a result, this project will examine the use of print media as a public relations strategy, with International Breweries PlcIlesa serving as a case study.
1.3 RESEARCH QUESTIONS.
1. To what extent has the Public Relations department of International Breweries Plc Ilesha been able to influence or have an impact on the organization’s ability to solve management problems through print media?
2. Do Public Relations at International Breweries Plc Ilesha employ acceptable strategies?
3. To what extent did the Public Relations personnel at International Breweries Plc, Ilesha boost the company’s image?
4. To what extent have Public Relations personnel at International Breweries Plc Ilesha been able to contact their target audience through print media for goodwill?
1.4 Objectives of the Study
The study’s aims would include the following:
(1) To enable Public Relations personnel at International Breweries Plc Ilesha to reach a wider audience through print media.
(2) One of the objectives is to teach public relations personnel at International Breweries Plc Ilesha how to boost the organization’s image through print media.
(3) To enable the public relations department of International Breweries Plc Ilesha to influence or have an impact on the organisation by using print media to solve management problems.
(4) To encourage public relations workers at International Breweries Plc Ilesha to use print media as one of the methods for investigating the aforementioned, with a specific focus on Intentional Breweries Plc Ilesha.
1.5 The Significance of the Study
When researching print media as a tool for public relations professionals, various facts should be
Consider how public relations use print media as a tool.
This research will also attempt to provide satisfactory answers to some questions that policymakers, students, and researchers, among others, are concerned about.
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The print media allows public relations to reach the broadest possible audience. Students from diverse universities will profit from this project work by understanding how Public Relations professionals use print media as a tool.
Furthermore, policymakers will profit from this research since it will allow them to identify the effectiveness of print media as a tool for public relations as policymakers and cooperators.
1.6 Scope of the Study
The subject of this study will encompass the history of public relations, definition of
Public Relations concepts and goals include establishing and maintaining a good reputation, interpreting attitudes, budget preparations, corporate design challenges, and producing a good look for the organisation.
The role of a public relations practitioner The public definition of journalism, the print media, press functions, and the impact of the press on public relations. And a summary of Chapter Two.
1.7 Limitations of the Study
The key drawback worth mentioning in this research work is the non-cooperative attitude.
of responders and the country’s current poor economic conditions.
In addition, the project report is limited to International Breweries Plc, Ilesha. However, other comparable organisations may find it valuable.
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