Full Project – THE EFFECTIVENESS OF PUBLIC RELATIONS PRACTICES IN THE OIL SECTOR A CASE STUDY OF AFRICAN PETROLEUM’S PLC

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CHAPTER ONE

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 competition among companies, it has become necessary for such organization to established at least good will and mutual understanding with their various publics if actually the tend to succeed.

Though the success of such companies does not depend on product or service quality, neither does it hing 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 publics.

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 communication 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 involves 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 general economic situation could be disseminated. The information office later known as public relations office was initially aimed at publicizing colonial war with certain explanation why they should join the war; that was the view of Adebolar (1992;19) it also assisted the government in its activities which require propaganda.

However, precisely, the modern public relations in Nigeria took off in earliest 1948 when the colonial government then set up a public relations department that had offices in Lagos, Ibadan Kaduna, and Enugu. An expert in public relations job; Mr. Harold cooper was the director of public relations in Nigeria, and of course he successfully tried to modernize government information service and initiated the policy of interpretation of government policies to the public (people). No sooner did government recognized the importance of public in the discharge of her legitimate functions than the private sectors solicited for a piece of this action. In 1949, the United African Company (UAC) now known as United African Company of Nigeria (UACN) came up with the first public relations outfit in these sectors. That outfit crowed from an information department in the United African Company network into a renamed public relations department in 1960. The company then describes public relations as “a continuous effort on behalf of the company to promote the best possible understanding of its policies, activities and social attitude among those that can influence its development”.

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Full Project – THE EFFECTIVENESS OF PUBLIC RELATIONS PRACTICES IN THE OIL SECTOR A CASE STUDY OF AFRICAN PETROLEUM’S PLC