This thesis, PUBLIC RELATIONS AS A MANAGERIAL TOOL IN BUSINESS ORGANIZATION (A CASE STUDY OF FIRST BANK OF Nigeria PLC., Enugu) is based on finding out the need of Public Relations at management level in a business organization using First Bank of Nigeria Plc.
I this research work the researcher has investigated on how the management sees the public relations unit of the bank and how its activities affects the bank and also its benefits from these activities.
Questionnaires and oral interviews were used by the researchers to gather data in the analysis. A total of 126 questionnaires were sent out to respondents comprising of the management staff, the working staff and customers of First Bank of Nigeria Plc. The researcher took note of their responses and this formed the basis of this research. Above all the researcher read and made use of important and reliable books written by authors on Public Relations.
From findings, the researcher was able to observe that the Public Relations unit of F.B.N. is used as a managerial tool and its activities are being used effectively to obtain the bank’s goals and objectives.
Another major discovery is that the bank through the Public Relation Unit has been able to make use of suggestions made by customers to make amendments in the course of its operations.
In ending this work, the researcher has made some recommendations both for the growth of the bank and also for further studies in this area.
Business organizations do not exist in a vacuum. Whether dealing on good or specialized in rendering service. Organizations (both private and public) exist at the expense of people in two factors have added impetus to the concept of people in today’s organizations. They include firstly, the upsurge in the number and complexity of organizations and secondly are the ever increasing sophistication in the demand of consumers.
Today, the need for improvement in the use of “public Relations” as a means of achieving greater organizational results is increasingly being realized. Today, organization that really wants to have the leading edge must be plugged or placed into trotline relationship with the customers and other publics. Today it is being realized, more than ever before, that any organization, which chooses to work at cross – purposes (misunderstanding) with its various publics especially the customers will not survive for a long time. the notion of secrecy that characterized the activities of most business organizations is now far past.
Ikechukwu Nwosu, (1990) rightly put it “Public Relations is of great importance in human indispensability in creating goodwill, understanding the support needed between an institution (business organization) and its public”. This seen in his definition of Public Relation, when he said that Public Relations practice is a deliberately planned and sustained effort to establish and maintain mutual understanding between and organization and its public.
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