ABSTRACT: The research study concentrated on The Role of Public Relations in Marketing Insurance Product in Nigeria (A Case Study of ALCO Insurance Plc, Lagos). The problem that necessitated this study were lack of adequate attention given to public relations, poor management of public relations units and falling to appreciate the great value of public relations as an internal marketing communication tool in some insurance companies. The objectives of this study were to examine the role of public relations, main tools of public relations and problem of public relations to carry out the study effectively and precisely, research questions were formulated. Questionnaire and oral interview was the research instrument used in collection of data. The data were presented in tables and analyze using Likert scale of ranking and simple percentages responses. From the findings, it was discovered that public relations played many roles in marketing insurance products.
The most effective role among others were building up a good company’s image and providing more products information to customers about products and its services. Also the tools effectively and efficiently used in carrying out public relations activities are news that is creating favourable news about the company. Its products and its people and speeches that is creating products and company publicity by giving talks at sales meeting. The major problems pubic relations activities faced among others were fluctuation of demand by clients, some public relations marketers not been familiar with public relations tools and poor communications relationship between the employee and the company. Among the recommendations were. Providing incentives to motivate ad encourage public relations marketers, promoting efficiency and professionalism in carrying out their activities and the insuring public can be encouraged to increase their demand by making prompt payment of genuine claims which will also boot the good image of the company.
CHAPTER ONE
CHAPTER ONE: INTRODUCTION 1
CHAPTER TWO: REVIEW OF RELATED LITERATURE 12
of Insurance Products 22
the Insurance Companies in Nigeria 34
References 37
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY 38
References 44
CHAPTER FOUR
SUMMARY OF FINDINGS 45
CHAPTER FIVE
CONCLUSION, RECOMMENDATION
AND SUGGESTION 48
Bibliography 52
Appendix I 54
Appendix II 55
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Public relations as a discipline and as a profession is changing rapidly. It has undergone tremendous changes in recent years. Public relations is an important marketing communication tool that can be employed both within and outside the organization. Public relations are the activities of a corporation union, government or other organization in building and maintaining sound and productive relations with special public like customers, employee, and the public at large in order to adopts itself to its environment and interpret itself to the society.
Insurance industrial can make effort to market their products and to increase the goodwill of its various public through promotional communication and other categories. Insurance industries as a business organizations has to be responsive to its public to be able to make it understand.
Almost everything a business organization, do communicate to its public the type of organization it is, whether it is an efficient and effective organization that makes dependable products and also believes in fair deals and considers the interest of its customers and various public. Public relation is one of the means insurance industries can use to inform and educate members of its target audience about the existence of its products and services and to persuade them to patronize its or to develop favourable attitude and opinion towards it.
Public relations has a great role to play in the marketing of insurance products. It has its own tools or instruments which it sees to achieve its objectives of building the public image of the industry.
Insurance products can be seen as those services offered by various insurance industries to the members of the public for them to buy. These services are provided to the interest and benefits of the members of the public. Public relation is an important management function in any organization. It is developed to communicate a message that coincides with the industry’s goods and seeks to benefit mutual interest wherever possible.
Public relation is not a new marketing communication tool for marketing products and services. Its modern day origins can be traced as far back as 1807, Although evidence suggests that the ancient Greeks and Romans gave much attention to influencing public opinion. Public relations began as a government information and propaganda machine during world war one and was hence used more extensively in world war two. Industry showed little interest in public relations as a marketing communication tool after 1945, but thereafter its use increased rapidly over the next 30 years in a sort of public relation explosion. Public relations poor image over these 30 years has been as a result of amat
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