One company (ANAMMCO Plc., Enugu) was used in this empirical work o determine the attitude of top management towards public relations function.
Four research objectives and three hypothesis formed the basis of this work. and the library research and sample survey methods of research were used in this study. Among nine(9) questionnaires sent out, they were all duly completed and returned.
The textual, tabular and simple percentage modes of presentation were use in analyzing, presenting and interpreting the gathered data.
It was found out that Pubic Relations Officers are partially involved in policy and decision making of the company. It was also observed that top management in the organization places Public Relations functions on the middle management level. The study also revealed that Public Relations professional are employed to man their Public Relations Department. The study further showed that Public Relations Officers are not placed on the same pedestal with other principal departments.
It is based on these observations that the researcher recommended that top managements in the organization should endeavour to place Public Relations function at the top management level as well as include Public Relations Officers in policy and decision making.
According to Webster’s New International Dictionary, third Edition,; Public Relations is: “The promotion f rapport and goodwill between a person, firm or institutions and other persons, special publics or community at large through the distribution of interpretative materials, the development of neighbourly interchange and the assessment of public reaction”.
The British Institute of Public Relations defines Public Relations as a deliberate, planned and sustained effort to establish and maintain mutual understanding within an organization and its public.
Rex Harlow, a professor of Standford University, USA, sees “Public Relations as a distinctive management function which helps establish and maintain mutual lines of communication, understandinf, acceptance and co-operation between an organization and its public involves the management to keep informed on and emphasizes the responsibility of management to serve the public interest, help management to keep abreast and effectively utilize change, serving as early warning system t help anticipate trends and use research and sound ethical communication techniques as its public tools”.
The above mentioned definitions of Public Relations embraces any operating organization in our society. Be it a business, a non-profit organization or any of our governmental set-ups, local, state, federal or international.
Charles Okigbo in his book, Advertising and public Relations said hat Public Relation has been described by its critics as the “Invisible Sell”, “the engineering of consent and “Projecting corporate Image”. Its practitioners have been referred to as “press agents” who surreptitiously seek to influence public in favour of cases of questionable merit.
Meanwhile, Dennis Jeffer (1997) noted that Public Relations Practitioners are often characterized obstruction in the newsman’s path to the truth … presenting only the good side of the story.
However,, Public Relations as a relatively new management function in Nigeria has grown rapidly and developed as a result of the increasing complexity of the modern society, growing insights into what motivates people and increased power of public opinion.
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