THE EFFECT OF GOOD PUBLIC RELATION AND ORGANIZED PROMOTION ON THE ACHIEVEMENT OF ORGANIZATIONAL PERFORMANCE

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

` Globally, public relations plays a crucial role in an organization's efforts to draw in customers, stimulate investment interest, boost financial performance, elevate the reputation of skilled staff, increase asset return, establish a competitive edge, and cultivate a favorable perception among financial analysts. According to Mohd (2018) for decades, public relations (PR) has been a crucial component of human contact, promoting mutual understanding and harmony between organizations and their target audiences. 

Without mincing words, Edward (2018) highlighted that PR in modern organizational settings refers to managing an organization's communication and image with several audiences, including the public, media, clients, investors, and employees. To influence the public's impression and opinions of their organization, PR practitioners use a variety of tactics, such as social media management, event planning, crisis communication, media engagement, and community involvement (Zdravkovska, 2018). Through monitoring and evaluating public sentiment and media attention, they may hone their strategies to increase confidence, legitimacy, and benevolence. As a result, the company's reputation is enhanced, customer loyalty is encouraged, and financial success follows.

According to Williams (2018), PR is renowned for its reliability and cost-effectiveness. However, Beavers (2021) argues that PR is a versatile communication tool that can be tailored to complement various advertising strategies. While PR and organized promotion advertising both aim to bolster organizational performance, they serve distinct functions: PR builds credibility and trust, enhancing brand recognition, whereas organized promotion advertising maintains control over the message and amplifies exposure. According to Sichula (2020), proven PR campaigns improve income, brand recognition, reputation, and customer happiness. An effective PR strategy also assist organizations overcome obstacles and seize opportunities by facilitating the launch of new goods, services, and events. This increases customer loyalty, reduces bad press, and establishes businesses as leaders in their field (Rubaid, 2022).

Ashfaq (2021) emphasizes that PR experts are crucial in crisis communications, acting as spokespersons and promoters of the brand. In an organization, successful PR strategies involve forging trusting relationships with influential figures who can effectively communicate the brand's narrative and unique experiences. This integration of PR and organized promotion is essential for achieving superior organizational performance by enhancing both brand recognition and awareness. Through community involvement, online platforms, or traditional media, a strong PR strategy may build a positive reputation and enduring relationships that support the growth and success of businesses (Antonucci, 2020). 

1.2 Statement of the Problem

It is no doubt that effective PR and organized promotion have a positive impact on organizational performance through increased consumer loyalty, improved stakeholder relationships, improved brand awareness, and ultimately higher financial success. Given the undeniable importance that public relations plays in fostering relationships both within an organization and with its target audience at large, the fact Therefore, ensuring good organisational performance requires strong public relations. Numerous investigations have been conducted on the exchange of information between a company and its interested parties. 

Rehman's (2019) study on the use of PR to build relationships with various stakeholders revealed that partnerships guarantee that businesses have less conflicts with stakeholders and the highest level of loyalty from all stakeholders. It is clear from the foregoing that public relations is essential to an organization's ability to function. Studies have revealed that most organizations perform below expectations even when PR is present. However, it is impossible to pinpoint the exact causes of this subpar performance (Okwelle, 2020).  It is in the light of these that the study seeks to assess the effect of good public relation and organized promotion on the achievement of organizational performance.

1.3  Objectives of the Study

The main purpose of this study is to assess the effect of good public relation and organized promotion on the achievement of organizational performance. Specifically, the study will;

1.Determine whether there is a significant relationship between public relations and organizational performance. 

2.Evaluate the role of public relations in enhancing the reputation and credibility of an organization. 

Examine the effectiveness of organized promotional activities on the achievement of organizational performance. 

Investigate the public relations and promotional strategies that enhance organizational performance.

1.4 Research Questions

The following questions have been prepared for the study:

Is there a significant relationship between public relations and organizational performance?

What is the role of public relations in enhancing the reputation and credibility of an organization?

How effective are organized promotional activities in achieving organizational performance?

What public relations and promotional strategies enhances organizational performance?

1.5 Research Hypotheses

H0: Good public relations and organized promotion have no significant effect on the achievement of organizational performance.

Ha: Good public relations and organized promotion have a significant effect on the achievement of organizational performance.

1.6 Significance of the Study

Public relations practitioners will benefit from the findings of this study. They will have an understanding of how their PR efforts influences the performance of an organization and how they can enhance their strategies to improve their brand perception. Additionally, subsequent researchers will use it as a literature review. This means that other students who may decide to conduct studies in this area will have the opportunity to use this study as available literature that can be subjected to critical review. Invariably, the result of the study contributes immensely to the body of academic knowledge with regard to the effect of good public relation and organized promotion on the achievement of organizational performance.

1.7 Scope of the study

The scope of this study is boarded on the effect of good public relation and organized promotion on the achievement of organizational performance. Empirically, this study will determine whether there is a significant relationship between public relations and organizational performance, evaluate the role of public relations in enhancing the reputation and credibility of an organization, examine the effectiveness of organized promotional activities on the achievement of organizational performance and investigate the public relations and promotional strategies that enhance organizational performance.

Geographically, the study will be delimited to hospitality industries.

1.8 Limitation of the study

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents. In addition, there was the element of researcher bias. Here, the researcher possessed some biases that may have been reflected in the way the data was collected, the type of people interviewed or sampled, and how the data gathered was interpreted thereafter. The potential for all this to influence the findings and conclusions could not be downplayed. 

More so, the findings of this study are limited to the sample population in the study area, hence they may not be suitable for use in comparison to other schools, local governments, states, and other countries in the world.

 1.9 Definition of Terms

Public Relations: these are strategic communication processes between an organization and its various public or stakeholders. 

Organized Promotion: a systematic approach to marketing and advertising activities designed to increase awareness, interest, and demand for an organization’s products or services.

Performance: refers to the manner in which someone or something functions or operates, often evaluated against specific criteria or standards.

Organizational Performance:overall effectiveness and efficiency of an organization in achieving its goals and objectives.

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