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THE EFFECTIVENESS OF PUBLIC RELATIONS

PRACTICES IN THE OIL SECTOR

(A CASE STUDY OF AFRICAN PETROLEUM’S PLC)

 

ABSTRACT

African Petroleum Plc, Enugu, a marketer of petroleum products and chemicals know that public support and goodwill as well as good corporate image are very important for business success.  Tends to be influenced by their publics which includes, its staff, shareholders, customers and of course members of the press.

The company is actually very much interested to know its public problem areas and opportunities with the aim to improving the organization’s overall performance do not know what their publics think about African petroleum public relations programmes and quality of services of the organization to its publics.

Be as it may, the researcher therefore decided to 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 relation department is rated high in term of its efficiency;
5. To know whether the right public relations media were being used

This 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 to hypotheses.  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 to two hundred and fifty (250) respondents comprising forty African petroleum staff, sixty shareholders, 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 relation 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 and 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 goodwill.
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 enlightenment programmes to reach the remote areas where the AP’s target audience resides.

 

CHAPTER ONE

1.0     INTRODUCTION

 

This present dispensation, a lot of companies for production or distribution of a particular type of production or service and its consequent week to week competitor among companies, it has become necessary for such organization to establish at least goodwill and mutual understanding with their various publics if actually the tend to successes.

Through the success of such companies does not depends on product on service quality, neither does it hang on advertising alone, nor on good salesmanship, responsible allocation of fund, but the success of any company depend most often on how well the company has created mutual understanding among her public.

Jefkins (1988;9) he pointed out that negative situation could be converted into positive achievement through awareness and understanding.  Based on this, Jefkins expects that company to use public relations to achieve sympathy, where there is hostility, acceptance where there is prejudice, develop interest where there is apathy and communicate to achieve knowledge where there is ignorance.