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PUBLIC
RELATION AS A STRATEGY FOR MAXIMIZING PROFITS IN AN ORGANIZATION
CHAPTER
ONE
1.0 INTRODUCTION
An organization,
reputation, profitability and even its continued existence can depend on the
degree to which its targeted publics support its goals and policies. Public
relation specialists serve as advocates for business, non profit associations, universities, hospital and
other organizations,
They build and
maintain positive relationship with the publics. As managers realize the
growing importance of good public relations to the success of their
organization, they increasingly rely on public relations specialists for advice
on the strategies and policies of such programmes.
MANAGEMENT FUNCTION OF PUBLIC RELATIONS.
Public relation
is the management function that identifies, establishes and maintains mutually
beneficial relationships between an organization and the various publics on
whom is success or failures depends.
Furthermore, the
important element of public relation are to acquaint the client with the public
perception of the client and to effect these perceptions by focusing
curtailing, amplifying or augmenting
information about the client as it is conveyed to the publics. Public
relations encompass a variety of marketing activities that strengthen
organizations credibility image and develop goodwill. There are usually
targeted directly to audience, such at speaker, special events, newsletters and
annual reports. Public relation involve communicating who you are, what you to
why you do it and how you make a difference. Public relation is essentially
concerned with communication between people, and on organization and within and
between organizations.
Interestingly,
public relation personnel keep management informed of changes in the opinion of
various public like employees, stakeholders, customers, suppliers, dealers,
community and government. The professionals counsel management as to the impact
of any action or lack of action on the behaviour of the target audience. Once
on organizational decision has been made, the
public relations person has
the responsibility of community their
information to the public using meted that foster understanding, consent and
desired behaviour for example, the introduction of a new predict requires public relations
planning and skills.
In this case, the
successful public relations practitioner is a specialist in communication arts
and persuasion. The work involves various functions including programming
analyzing problem and opportunities, defining goals, determining the publics
activities. Writing and editing materials such at media release, speeches,
stakeholders reports product information and employees publication, placing
information in the most advantageous way
organizing special event such as media
functions, award programmes, exhibits and displays, setting up face to
face communication including the preparation and delivery of speech providing
research and evaluation using interviews, reference material and various survey
techniques and managing resources by planning
budgeting and recruiting and training of staff to attain there objectives.
The real tasks of
public relation in the business Africa ’s large market as well as the world’s 6th largest oil producer
and the 10th most populated
nation worldwide will be sought for market by multinational firms, especially in the restaurants. Its in this
regard that a popular fast food restaurant
known as Mr. Bigg’s restaurant came to limelight.
According to
Awolabi “2004) Mr. Bigg’s as one of the biggest Nigeria fast food industries
came into the market in 1985 when
the United African company (UAC)
launched the Mr. Bigg’s brand. The fast food restaurant brought a change to
Nigerian fast food market. Awolabi (2004) Mr. Bigg’s was like fast food
revolution, an idea that was long overdue, this made some Nigerian’s to
embark the brand whole heartedly.
Accordingly to
steward (1996) “successfully implementation customers referent strategies are a
point of competitive advantage which
means that the customer should of ways be treated as being and should boost the
heart of the operates of every businesses. Also Ogunsanya (2001) states that
customers service in the Nigerian fast food
restaurant context is a bit different from what is in western countries
where customer services have already move on the stage of relationship
management with companies introducing several loyalty schemes to attract and retain their customers.
To determine the
level of some restaurant in regard to how they relate with their customers,
Awolabi (2004) states that “almost every Nigeria
On the other hand
some of the doormen have abused their duties by converting the front door to
begging world may focus on corporate interest on those of marketing products or services or image creation or
defence against attack.
BUSINESS SECTOR AND PUBLIC RELATIONS
Many business
sectors in Nigeria
Also Pacheva
(2001) sees crisis as “a period of heightened uncertainty that increases the
used to plan and a point in time which external and internal pressures change
objectives and operational practices of an organization” the following are some
of the types of crisis that can be obtainable in an organization, poisonous
chemical leakages mass retrenchment, and ban on essential raw material,
financial crisis. Unfavourable government policy and regulation, industrial
accident.
Public relation
should be see as a management function that tackled any unforeseen problem that
faces an organization. Daniel (2001) crisis management, investor relation and
community relation are some of the specialist that exists within the field of
public relations.
A fundamental
technique used in public relations is to identify the target audience and
tailor every manage to appeal to that audience. One would have thought that Nigeria
Nworah (1997) testified
to this notion by saying “it is now usual to see the door men beg and sometimes harass a customer to give
them money which is caused by their rude attitude that can sometime be
unfriendly.
HEALTHY MEAL
The trend of
growing fast food restaurant is the introduction of healthier meal menu. This
decision was influenced by the outcry from government official and members of
the public over the worsening situation of obesity, which is attributed to the fatty food served in
most restaurant (Nworah 1997)
Furthermore, it
has been observed that there are a lot
of fast industries in Nigeria
In this aspect,
despite Mr. Bigg’s does not have public relation department, it uses public
relations strategies to persuade its
customers, acceptance, loyalty and patronage. Marketing uses public
relations concepts, principles and varieties of techniques in profit
maximization. Public relations, builds protect, protect an organizations, credibility image and good
will.
Additionally,
some of the competitive weapons of Nigeria
1.1 STATEMENT
OF THE PROBLEM
These research
work is therefore aimed at finding out the public relation strategies used by
these restaurant to attract customers and maximize profit.
1.2 OBJECTIVES
OF THE STUDY
The general
objectives is to find out how Mr. Bigg’s restaurant are succeeding while the
specific objective.
a.
To determine the organizations relation with their external
public such as customers and
communicates
b.
To also determine the extent of the positive internal relationship in the organization
c.
To find out the segment of the public whom the food is meant
for
d.
To find out why people patronize Mr. Bigg’s
e.
To know whether the restaurant have both local and international
dishes.
f.
To find out whether people will continue to be patronizing
Mr. Bigg’s.
Finally, to
determine the public relation techniques
and tools used in attracting and
retaining old and new customers.
1.3 STATEMENT
OF HYPOTHESIS
Ho: A proper use of public relations
concepts, principles, techniques and tools by an organizations will help in the
attraction of more customers and profit maximization.
Ho: The adequate use of public relations
concepts by Mr. Bigg’s will not continue to enable the restaurant excel in all
fronts.
1.4 BACKGROUND
OF THE STUDY
First of all, the
Mr. Bigg’s restaurant will be in position to
ascertain their weakness and
strengths from this research
output.
Also, other
competitive restaurant in Nigeria
1.5 BACKGROUD
OF THE STUDY
The growing need
to satisfy customers need in a highly competitive market is increasing.
Nowadays, notably large firms, like NNPC, Coca-cola, strive for public
relations, even small scale enterprises play an active role in ensuring public
acceptance. Public acceptance will in turn produce maximum return in a
biz sector.
Therefore, the
research is justified because companies
no longer rely on product standard
and highly product benefit but
strive to create favourable atmosphere
and good image in order to stand out in
the highly competitive market.
In this case,
the use of various public relations
strategies such as community relations customer relation employee relation investor relation become the order of the day in gaining
high return on investment (profit). Also, this study is justified because research is cardinal to the individuals, biz
organizations and government.
Thus fast food
restaurants, due to the nature of their research on how to please customers vis-Ã -vis
profit maximization need to know various public relations strategies in order
to meet their goals.
1.6 SCOPE
OF THE STUDY
Mr. Bigg’s
restaurant are abolished all over Nigeria with various branches in almost every
part of the state including defender
capital territory (FCT) Abuja, due to this wideness, the researchers is unable
to cover the entire country. They
decided to limit their self to Zariah Kaduna branches of the organization.
The research is
designed to examine the staff and customers of the restaurant. The findings may
how ever not be applicable to every branch of Mr. Bigg’s establishment due
to differences in environment setting
and situation.
1.7 DEFINITION
OF TERMS
1. Brand:
Hart and Stapleton (1981) “Brand is a established product name, wholly of a
proprietary nature and usually listed within the register of products”.
2. A
business: Johnson and Zandoi ( 2004)
business is an organization that
generates profits, usually for its owners.
3. Profit:
Wallancet Flynn (1984) “profit is the result of more money coming in from the
sale of the product or service than all the costs related to it.
4. Strategy:
Wallance & Flynned (1984) “strategy
is a plan for reaching certain targets over period of time”
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