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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.

 

 

 

CONCLUSIONS

Based on the above petroleum’s public relations message media and quality of their overall services are satisfactory though their mobilization programmes and enlightenment campaign needs more efforts.

We should know that there is no public relations effort is perfect, meaning that the public relation’s effort needs to be empowered upon and the time.  To avoid certain unforeseen circumstances, crisis and conflicts, there should be a constant review of the organizations.  Public relations practices coming to know its effectiveness and areas of improvement to correspond with the dynamic business environment.

 

 

TABLE OF CONTENTS

 

CHAPTER ONE:

1.1     Introduction

1.2     Background of the study

1.3     Statement of problem

1.4     Objective of the study

1.5     Formulation of hypothesis

1.6     Significance of the study

1.7     Limitations of the study

 

CHAPTER TWO

2.0     Literature review

2.1     What is public relations

2.2     Role of public relations executives in commercial outfit

2.3     Strategy and scope of public relations programmes

2.4     Frame work of public relations programme

2.5     Importance of public relations in all oil

 

CHAPTER THREE

3.0     Scope, research design and methodology

3.1     Scope of the study

1. Research methodology
2. Structuring the instrument/protesting
3. Determination of sample size
4. Sampling procedure
5. Method of analysis

 

CHAPTER FOUR

4.0     Data presentation and analysis

4.1A Part A.  A table of responses to sex

4.1B Indication of access to AP’s public

 

CHAPTER FIVE

5.0     Summary, conclusions and recommendations

5.1     Summary

5.2     Summary of findings

5.3     Other findings

5.4     Conclusion

5.5     Recommendation

          Bibliography

          Appendix 1

          Appendix 11

 

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.

There is now need for a well-organized public relations practice.  At this peripheral cutlip, conter and Broom (1985:4) in their conceptual definition states that “public relations is the management function that identifies, establishes and maintains mutually beneficial relationship between a company and the various public on whom its success or failure depends”.

Companies achieve this mutually, beneficial relationship by creating awareness maintaining regular communication network evaluating public attitude identifying their policies and programme with the public interest and executing a programme of action to earn public understanding and support.

Public relation really involve contracting the relevant target publics and convincing them of the benefits of a particular argument; to support specific issues and causes; to accept companies proposals and public orientation.  Public relations complements marketing balance when introduced early in marketing plan can make a telling difference in product success (Ajala:1993:22).

Meanwhile, the public relations practice took its origin or connected with the first and second world wars in the United States of America (USA).  Further, this public relations practice also started in Nigeria around the 2nd world war (Ajala:1993:2).

During the Second World War, there was the need for European government to set up an information office where different message concerning the war situations and other generally economic situation could be disseminated.  The information office later known as public relations office was initially aimed at publicizing colonial war, encourage the youths to join the war with certain explanation why they should join the war; that was the view of Adebolar