THE ROLE OF PUBLIC RELATIONS IN ACHIEVING ORGANIZATION OBJECTIVES

Public Relation is the art and social science of analysing trends predicting their consequences, counselling organization’s leaders and implementing planned programmes of actions, which will serve the interest of both the organization and its publics. It is also a deliberate, planned and sustained effort to establish and maintaining mutual understanding between organization and its publics.

          In all those, public relations covers wide range of activities. It is first and foremost action before statement, the specific process employed for these activities involved research, action, communication, evaluation and efficiency because none of public relations programme is done haphazardly.

          This will critically examine and been a search high on the impact of public relations in achieving organization’s objective in commercial organization with respect to Skye Bank Plc.

          A research was carried out on the sample size of the management staffs of Skye Bank plc and questions were administered on the topic in question. All the data analysis and research recommendation also accessible in this report.

          Public relations is as old as humanity. It has been a part of every existence. Every normal person wants to appear to his fellow human being as a decent and honest person. This is sometimes done consciously or unconsciously, for any individual or entity to survive, there must be good will, understanding, cooperation and acceptance. Public Relations thinking has helped to deepen the sense of social responsibility in our public welfare.

          However, there are certain misconception which some people have of the nature and function of public relations, this people often regard public relation as mere publicity dinning and winning to gain support, a sample means of gaining media coverage, covering up for mistakes, also the word “dishonesty” tend to spring up in some people’s mind. To some, public relations plays a vital role while to others it does not, in solving the assumptions or problems is what this study is all about.

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