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INSTITUTE  OF  MANAGEMENT  AND  TECHONOLGY  (IMT)  ENUGU

THE EFFECTIVENESS OF PUBLIC RELATIONS IN THE OIL SECTOR

(A CASE STUDY OF AFRICAN PETROLEUM  PLC IN

ENUGU METROPOLIS)

 

ABSTRACT

 

The  corporate   image  of  African  petroleum  plc  Enugu, A  marketer  of  petroleum  products  and  its  subsidiary   is  a  reflection  on  public  relat ion  and  good  -  will  supports. The  effectiveness  of  public  relations   is  a 

major  index  in  assessing  the  overall  performance  of  the  company:  the  public  relation  becomes  a  connect  among  the  various  components  of  the  company  that  defines   its  organogram  ranging  from  its  staff,  shareholders,  customer  and  of  course  members  of  the  press. It  is  true that  relationship  with  the  public  that  some  problematic  areas  are  identifies with  a  view  to  adjustment  to  better  save  republic  which   considered  the  ultimate  consumers  of  their  products.

       Public  relation  programmes and  quality of   embark  on  the  study : the  objectives  of  the  study  are;    

      

1. To determine the extent of AP’S public Relations messages accessibility to their publics.
2. To determine whether AP’S public relations practices influence the opinion of their publics.
3. To find out if the largest audience of the African petroleum consider their public relations practices a adequate.
4. To ascertain whether the AP’S public relations department is rated high in term of its efficiency.
5. To know whether the right public relations media were being used.

 

The study is actually intend to cover African petroleum plc and their public in Enugu State. When asked the coverage,  in short, all aspects of the study as indicated in the study objectives were concerned.

Certain Survey was undertaken during which some members of the four major publics of African petroleum were interviewed and ideas that got from them really helped in pursuing certain areas of enquiring and to generate the hypothesis.

The approach was purely empirical.

Relevant data based on the scope of the study were collected through desk research and field survey with structured questionnaire as the main instrument administered to two hundred and fifty (250) respondents comprising forty African petroleum staff, sixty share holders, one hundred and twenty customers and thirty members of the press.

The questionnaire was highly structured and open – ended where necessary. The questions and the response were very standard to facilitate comparison of responses and to secure good control of the questions.

Further, the questionnaires were also designed to secure information from the African petroleum’s public relations message and media, their public relations department, and programmes are quality of their overall services. Appropriate answers were checked and public relations practices and quality of AP’s overall services rated.

The results are as follows:

1. The degrees of AP’s Relations accessibility to their public is satisfactory as majority of the respondents reported having easy access to African petroleum’s public Relations messages at regular bases.
2. The Public Relations practice of African petroleum influences the opinion of their public. Reason being that most of the respondents said that AP’s Public Relations messages are persuasive and convincing thereby influence their opinion as regards the AP’s programmes and procedures.
3. The right Public Relations media were often used as greater proportion of the respondents supported this claim and indicated that AP uses media combination which are familiar to target audience to achieve the desired effect.
4. The Public Relations Department of African petroleum is rated high as regards its efficiency since majority of the respondents reported this end stated that the department plan and execute series of public relations programmes which enhances mutual understanding, public acceptance and corporate good image and good will,
5. The publics do not consider African petroleum’s public relations practices as adequate as majority of the respondent reported, saying that the department should put more effort to implore some other issues requiring public relations attentions and increase public relations Enlightment programmes to reach the remote areas where the AP’s target audience resides.

Conclusions: Based on the above Petroleum’s Public Relations message media and quality of their overall services are satisfactory through their mobilization programmes and enlightment campaign needs more efforts. We should know that there is no public relations effort is perfect, meaning that the PR’s effort need to be empowered upon and the time. To avoid certain unforeseen circumstances, crisis and conflicts, there should be a constant review of the organisations.  Public reactions practices coming to know its effectiveness and areas of improvement to correspond with the dynamic business environment.

 

CHAPTER ONE

1.2 BACKGROUND TO THE STUDY

 

       The history of African petroleum Plc date back to 1954 when the then British petroleum BP company Limited, brought up the assets of Atlantic refining company on the West African coast ten years later (1964) that company was incorporated in Nigeria as British petroleum of Nigeria Limited which of course is a subsidiary of the world wide British petroleum Group that marketed petroleum product throughout the Federal Republic of Nigeria. In 1978, the company changed from a private company to a public company, when forty percent (40%) of the shares were sold to Nigerian citizens in compliance with provisions of the Nigeria Enterprises promotions degree of 1977. On the 31st July 1979, the Federal Government acquired the sixty percent (60%) share in British petroleum (BP) Limited, just to making the company wholly Nigeria affair. As a result, the name of the company had to change African (AP) Limited which was in November 1979.

       Accordingly, 20% of the Federal Governments 60% shares in African petroleum were offered to the public in March 1989 in fulfillment of its privatization policy. The share were seven times over subscribed during the exercise, thus increasing the number of share holders from about fifty thousand to one hundred and sixty thousand share holders. The company’s currently paid up share capital of N 86.4M which of course is the largest in the country.

       As a marketer of refined petroleum in Nigeria, African Petroleum (AP) procures and distributes petroleum products like petrol (PMS), Diesel oil  (AGO), Household kerosene or Domestic petroleum kerosene (HHK/DPK), Low poor fuel oil (LPFO), Liquefied petroleum Gas (LPG), fuel oil, Jet-A-1 (Aviation furbric kerosene) etc the company also manufacture and market a wide range of lubricants, insecticide and chemicals. This company’s operation marketing areas are Kaduna, Kano, Port – Harcourt, Warri.