This research project is about the role of public relations as a tool in enhancing consumer patronage in the paint industry in Nigeria. The public relations plays an important role as a marketing communication tool in our today’s industries. The public relations as very important communication tool is been used in some of the organization such as charitable organization, a political of a commercial organization. This research work tends to project some and ensuring that the objectives of the consumers are duly achieved. This project underlay the methodology used in getting the responds of view of the people over ensuring viable patronage of the consumers. If the enlisted recommendations made in this project in adhere to, there is every possibility that most f the consumers would not be loosed easy and their ground in the organization will be fortified. This will in turn yield a profitable effect to the organization.

In fact the subject of public relations is not new and it has been there and in practice since time immemorial. Man has always tried and wanted to communicate to make him understand, e.g. pictograms (Chinese characters still an example). 1000 of years ago wall paintings in the caves of premature people, writings on tablets of stone, ancient buildings, pyramided early temples, mosques, care paintings in Zimbabwe bear pictorial messages. Holy books also communicate and tell people about faith so, it will be appropriate to say that public relations are as new as civilization.

Now a days PR is misunderstood and supposed to try and create a favourable image or climate of opinion and or improve a tarnished image. This is not true, this is only marketing and advertising which is only a segment of PR. PR is about createing and understanding through knowledge which often involves effective change. So it menas that PR is a form of communication which applies to any sort of organization, commercial or non-commercial in the private or publci sector

The universally accepted definition of public relations as per Edward Burney’s popularly known as the father of public relations is that:

          It is a planned and sustained effort to established and maintain mutual understanding between an organization and its publics.

However, Quentin Bell, another public relations consultant thought the word “Persuation” would be better than “mutual understanding”.

          For better understanding if we take the two initial of the world public relations i.e. P and Rl, “P” for performance for public and “R” for result as against Relations.

In the olden days for PR purposes people used pictograms (Chinese characters are still an example). 100 o years ago wall paintings in the care about premature  people, writing on tablet of stone, ancient buildings e.g. pyramids, early temples and mosques, care painting in Zimbabwe bear pictorial messages. Holy books communicated and told people about faith. While these days bill boards, hand outs, print and  electronics media, sponsorships, free sampling, corporate identity practices, audio and video mediums, conference seminars special offers etc are few of the visible PR techniques used to achieve defined objective.