Chapter One 1.1. Background To The Study

CHAPTER ONE
INTRODUCTION
1.1. BACKGROUND TO THE STUDY
In the recent past, public relations were regarded as publicity, but currently publicity is regarded
as one of the tools of public relation. This is because of the vital roles public relations is
performing in the society now which among others involves a revaluation of public attitude
identification of the policies and procedures of an organization or individual with respect or
individual with respect to attitudes values comprehensive functions and medium of creating
awareness. Public relations also determines the activities to be executed in order to improve or
maintain those candidate treasures taken by an individual or an organization to maintain the
good image of the organization and to keep a cordial relationship with its environment Walter
Lipman (2012). This could be done through welfare packages, advertising, publicity or adequate
promotions and marketing strategy. A manger can afford this bearing in mind that the analysis
offerings implies the application of research techniques before planning a programme that any
attempt to present a biased information on the activity of the company or potency of their
products which is not based on truth and honesty purpose will yield unfavourable result to the
image of the organization. He should also bear in mind that the successful implementation of
product cannot be done haphazardly or carelessly. This is invoice of the fact that marketing as a
process of planning and execution of conception, promotion and distribution of ideas, good and
services through a good public relations in order to create exchange that satisfy individual and
organizational objectives, Scandari (2014).
Arise when at least one party to potential exchange, gives through to the objectives demand
means of achieving desire responses from other parties.
This desire with good foresight has led to an advanced philosophy of modern marketing calls for
more than developing a food product or service moderate and attractive price or making the
product accessible to targeted customers through advanced public relation strategies. In this
dispensation, the company should design good disseminate information about the product or
services existence features and arms, and how this will benefit the market. Every organization
performs the role of communication market and promoter. These service more often are done
through the hiring of sales force and good strategy (to carry out persuasive messages) advertising
agencies to develop sales campaign and public relations firms to enhance the company’s image
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customers confidence are built through effective communication and promotion tools Grunig and
Huang (2017). Promotion is one of the four major variables with which the marketing manager
communicates information between seller and a buyer in order to change the attitude and
behaviour of both parties. It performs the role of persuasive influencing and information. These
three are inter-related because to inform is to persuade and conversely, a person is persuaded,
Thomlison (2015).
The promotion strategies includes advertising, sales promotion, personal selling and public
relation. Among these promotional tools, personal selling public relations and advertising are
perhaps most important since they dominate the major resources allocation by firm to promote
their products or services. The importance of promotion has been out of the fact the physical
distance between producers and customers are increasing and also because the number of
potential customers are growing. This therefore means that for there to be effective marketing
of commodities, promotional strategies must be able to satisfy the following objectives Demand
stimulation, information dissemination and maintenance of stable sales, Amour (2017).
Nigeria Breweries Plc is a renowned marketing company with its Headquarters situated in Lagos
State of Nigeria. This organization has many branches in the federation. This company is a
marketing company presenting more than five hundred staff under its employee all over the
federation out of this number, more than one thousand staff written the range of Senior staff
while the remain area either middle or Junior staff. The firm has been recording rapid progress
in their annual report passed through lots of precarious and turbulent situations due to poor sales
and other problems. This researched work therefore is bent on investigating on the effect of
good public relation and organized promotion on the achievement of marketing objectives, using
Nigeria Breweries Plc as case study.
1.2. STATEMENT OF PROBLEM

Experience have shown that development grow and survival of service and commodity industries
like the marketing firms depends much on their ability to maintain good public relation,
communicate effectively with customers and fashioning out a good and effective promotional
and marketing strategies. The management of most commodity services and marketing firms
faces the problem of identifying the actual effect of public relations, promotional and market
strategies on their organizational objectives. The aim/problem of this researched is to examine
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the promotions and adequate control affecting the marketing objective of Nigeria Breweries Plc.
The impact of their variable in term of its revenue generation profitability sales volume and
provision of better services will be examined.
1.3. OBJECTIVE OF THE STUDY

It is the intention of the researcher to carry a held detailed research work that will:
(i). Discover the extent good public relation, and organized promotional strategy and
marketing techniques has affected the achievement of Nigeria Brewery Plc.
(ii). How effective and rewarding promotional strategies and tools has enhanced the
organization operational performance.
(iii). Evaluate the public relation and promotional strategies adopted by the firm to market
their product and services.
(iv). To investigate if good public relation and organized promotions has significant
relationship with achievement of marketing objectives at Nigerian Brewery Plc.
1.4. RESEARCHED QUESTIONS

The researcher drew four questions to guide his study. They comprise:
(i). Has effective and rewarding promotional strategies and tools enhance the organizational
operative performance?
(ii). What are the effective motivational aspect of the sales volume and promotional strategies
in Nigeria Brewery Plc?
(iii). How does public relation and promotional strategies adopted by Nigerian Brewery to
market their product and services operates?
(iv). Does good public relation and organized promotions has significant relationship with
achievement of marketing objectives at Nigerian Brewery Plc.
1.5. SCOPE OF THE STUDY

The scope of this study will based on the effect of good public relations and organized
promotions on the achievement of marketing objectives. The study will be conducted at Nigerian
Brewery Plc, Lagos State.
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The intension of this study was to discover the extent to which the use of good public relation,
affected the marketing objective.
1.6. LIMITATION OF THE STUDY

The limitation of this are stated below. The following are some of limitation of the study: Time
constraints for the completion of the work.
Also the attitude of some respondents in getting the information has a serious problem in the
course of carrying out this research work and also the inadequate textbook in the libraries and
lastly too there way Inadequacy of fund. This has restricted me to a certain level in this research
work.
1.7. SIGNIFICANCE OF THE STUDY

The significance of the study rest on the fact that, it will helps to set standards to achieve
profitable results using plans that are effectively controlled and monitored. For instance
high marketing objectives will be achieved since sources of complexities would have been
discovered and resolved before revenue collection.
The study will also suggest how firms can effectively control their operations for successful
results, influencing customers through good public relation and adequate promotional strategies
and increase productivity and sales volume through effective control and marketing strategy.
This study will also act as a good referential material for scholars carry out a study of this kind.
1.8. HISTORICAL BACKGROUND OF NIGERIAN BREWERY PLC

Nigerian Breweries Plc, is the pioneer and largest brewing company in Nigeria. It serves the
Nigerian market and exports to other parts of West Africa.
The Nigerian Breweries was incorporated in 1946. Its first bottle of beer, Star Lager, rolled off
the bottling lines of its Lagos brewery in June 1949. The brewery commissioned other breweries
including Aba Brewery in 1957, Kaduna Brewery in 1963, and Ibadan Brewery in 1982. In
September 1993, the company acquired its fifth brewery in Enugu, and in October 2015, its sixth
brewery, sited at Ameke in Enugu. Ama Brewery began brewing on the 22 March 2015 and at 3
million hectolitres is the largest brewery in Nigeria. Operations at Enugu brewery were
discontinued in 2004, while the company acquired a malting Plant in Aba in 2008.
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In October 2011, Nigerian Breweries acquired majority equity interests in Sona Systems
Associates Business Management Limited, (Sona Systems) and Life Breweries Limited from
Heineken N.V. This followed Heineken’s acquisition of controlling interests in five breweries in
Nigeria from Sona Group in January 2011. Sona Systems’ two breweries in Ota and Kaduna, and
Life Breweries in Onitsha have now become part of Nigerian Breweries Plc, together with the
three brands: Goldberg lager, Malta Gold and Life Continental lager.
In December 31st 2014, Nigerian Breweries Plc completed the merger with Consolidated
Breweries Plc which added the three breweries in Ijebu-ode, Awo-Omama and Makurdi. The
brands 33 Export Lager, Williams Dark Ale, Turbo King Stout, More Lager, Breezer, Himalt and
Maltex(the first Nigerian malt drink) were also added.
In November 2015, Nigerian Breweries launched the international brand Strongbow cider which
makes it the first in Nigeria to produce and bottle the cider category beverage.
Nigerian Breweries Plc now has ten operational breweries from which its products are
distributed to all parts of Nigeria, in addition to the malting plants in Aba and Kaduna. Nigerian
Breweries also supports operations in Champion Breweries Plc, Uyo.
Nigerian Breweries produces the following brands like Heineken, Star Lager. Climax Energy
Drink, Gulder, Goldberg, 33 Export, Legend Extra Stout, Amstel Malta, Maltina, Malta Gold,
Maltex, Hi Malt, Strongbow Apple Ciders, and Fayrouz.
1.9. DEFINITION OF OPERATIONAL TERMS

i. Effect: This is the changes which an organization or firm brings to the society.
ii. Public relation: A Public Relations is a management function that establishes and
maintains two-way, mutual relationships and communications between an organization
and its publics and stakeholders (i.e. those who have a stake, such as employees,
shareholders, etc.). "Public relations can also be defined as a strategic communication
process that builds mutually beneficial relationships between organizations and their
publics.
iii. Public: Public is not just what can be viewed by others, but a fragile set of social
conventions about what behaviors are acceptable and appropriate.
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iv. Relation: A relation between two sets is a collection of ordered pairs containing one
object from each set. If the object is from the first set and the object is from the second
set, then the objects are said to be related if the ordered pair is in the relation.
v. Organized: Having taken something that is messy, chaotic, or unordered and rearranged
it logically, into a structured or coherent layout, or into specific and/or defined groups.
For example, the CEO organized the company into specific divisions.
vi. Promotions: Promotions refer to the entire set of activities, which communicate the
product, brand or service to the user. The idea is to make people aware, attract and induce
to buy the product, in preference over others.
vii. Achievement: An achievement is something which someone has succeeded in doing,
especially after a lot of effort.
viii. Marketing: Marketing is the study and management of exchange
relationships. Marketing is used to create, keep and satisfy the customer. With the
customer as the focus of its activities, it can be concluded that Marketing is one of the
premier components of Business Management - the other being innovation
ix. Objective: Objectives are basic tools that underlie all planning and strategic activities.
They serve as the basis for creating policy and evaluating performance.
x. Organization: It means organizing or being organized. It also means an organized body
system or society aiming attaining a goal at end. It may be in form of profit, service etc.
xi. Performance: the action or process of carrying out or accomplishing an action, task, or
function.
xii. Customer or consumer: These are the target group to whom products and services are
produced for.
xiii. Advertising: This is the creation of awareness appeals to a large audience by providing
information on the products and services available for disposal.
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CHAPTER TWO
LITERATURE REVIEW
2.1. CONCEPT OF GOOD PUBLIC RELATIONS
Public relations have varied definitions. But it is agreed that public relations is a profession that
uses communication to create and sustain favourable image and reputation among its strategic
stakeholders called the public. In other words, it establishes cordial and fruitful relationship
between an organisation and its publics; including directors, customers, suppliers, bankers,
creditors, shareholders, community leaders, media, top management officials and agencies. The
British Institute of Public Relations, cited in Yaroson and Asemah (2007) defines public relations
practice as the deliberate, planned and sustained effort to establish mutual understanding
between an organisation and its publics.
Another working definition for this study is the Mexican statement as quoted by Nkwocha
(2004:103). It says that public relations is the art and social science of analysing trends,
predicting their consequences, counselling organisations leaders and implementing planned
programmes of actions, which will serve both the organisation and the public interest. Analysing
in the Mexican statement simply implies critically studying developments in the society that is,
within and outside the organisation. The public relations officer of an organisation needs to
critically identify their threats and opportunities. As a result of the analysis, a public relations
practitioner should be able to predict what may happen in the nearest future, this now prompts
him or her to begin to council or advise the management of an organisation in such a
constructive manner so that problems can be averted.
Contributing to the numerous definitions of public relations, Nwosu (2017) says that public
relations include winning friends, keeping them and influencing them, as well as others. Through
effective public relations, an organisation will be able to win public acceptance.
Going by the above definitions, one will discover that public relations are a continuous exercise
that enables the organisation to win the goodwill of the public. The British institute of public
relations definition suggests that the public relations practitioner should plan a good public
relations work to persuade and influence public opinion. This means that public relations is
organised as a campaign or programme and it is not haphazard. The organisation needs to know
the attitudes, feelings, opinions etc. of the public towards its programmes, policies, etc and this is
only possible through effective public relations.
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Public relations professionals and scholars have long been searching for key concepts to assess
the value of public relations. According to J. Grunig and Hung (2002), “Throughout the history
of public relations, practitioners and scholars have attempted to identify and name a single
concept that defines the value of public relations.” Likewise, L. Grunig J. Grunig and Dozier
(2002) also said: “For at least 25 years, public relations professionals and researchers have
struggled to develop measures that would establish that public relations is effective or adds
value.”
Public relations professionals have attempted to measure public relations effectiveness as they
increasingly have faced the challenge of demonstrating the value of public relations to their
organizations (Hon, 2015). For example, Kim (2001) described practitioners’ challenge from
their organizations as follows: “CEOs’ demands for accountability (of public relations) have
become more tenacious than ever” because of recent budget cuts in the public relations industry.
Ledingham and Bruning (1998) put it as follows: “Scholars have luxury to deliberate the nature
of public relations but practitioners deal on a daily basis with the immediate problem of
justifying the value of their programs.”
However, despite the critical nature of demonstrating public relations value at the organizational
level, a common belief is that the value of public relations is difficult to measure since most of
its elements are intangible. Moreover, the function of public relations traditionally has been
considered to be a means of reducing costs rather than as a means of generating organizational
revenues.
L.Grunig, J. Grunig and Dozier (2002) describes the dilemma of assessing public relations value
in detail: the question of the value of public relations has been of great concern to professional
communicators for many years because of the perception among both communicators and other
managers that public relations is an intangible management function in comparison with other
functions whose value can be described, measured and evaluated through systematic approach.
Because of this intangibility, public relations often have been believed to suffer at budget time
and particularly during financial crises, because there is no way to demonstrate its worth.
Griffin (2002) and Hutton et al. (2001) have pointed out that public relations professional have
widely embraced reputation management to demonstrate the economic viability of the public
relations function. Specifically, Kim (2000, 2001) maintained that the accountability of public
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relations at the organizational level could be demonstrated well by showing the effect of
reputation on financial performance of the organization.
Indeed, public relations practitioners advocate reputation management more than professionals in
any other field. According to Hutton et al (2001), “… major international public relations
agencies have embraced the concept of reputation management in varying degrees.
2.2. HISTORY OF PUBLIC RELATION IN NIGERIA
It is something worthy of note that the development of public relation in Nigeria began with the
establishment of the "Iwe irohin" news paper by Henry town send of the Christian Missionary
Service (CMS) in 1859, this paper was what brought about a basic awareness of what public
relations was about. This newspaper, which is the first in Nigeria, performed the first public
relations function by providing up to date information concerning missionary activities as well as
socio-economic and political activities affecting Anglican parishioners, Abeokuta indigenes, the
settlers and Europeans at large. This position is in consonance with postulation of Bates (2017),
who asserts that the development of modern Public Relations began with the publication of
newspapers and pamphlets. The Iwe Irohin published news about colonial administration and
foreign affairs. It advertised products and services and made public announcements Salawu
( 2004) on behalf of the church. Furthermore, the Iwe Irohin laid the foundation for modern
publicity, public advocacy and public announcements on births and deaths Oduntan (2005) in
Nigeria.
Public Relations was fully initiated in Nigeria by the British during the Second World War and
precisely in 1943 when the colonial government thought it is high time for them to establish its
own public relations outfit in order to keep Nigerians informed on the goings in the war in which
many Nigerians were involved. At this time, it was called War Information office. It was also to
create a means of ensuring proper representation and interpretation of government news and
views. To achieve this goal, the government employed many Nigerians as Publicity Officers,
many of which were former journalists. In 1948, it further recruited other Nigerians as Assistant
Publicity Officers notable among them were Cyprian Ekwensi, Anthony Enahoro and the late Dr.
Sam Epelle. The aim of the government was to use publicity as a vehicle for reaching the people.
The colonial masters were seeking for ways to convince Nigerians of the advantages of colonial
rule because of the efforts of nationalists to stir up the fight for independence in the public so the
British decided to employ the tactics of Public relations, through mobile cinemas, posters,
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television programs and so on. These programs were aimed at sensitizing Nigerians on what the
colonialists were doing for the benefit of the nation as well as what the colonialists expected of
Nigerians in return. Due to the newness of the profession then, coupled with the unpopularity of
the colonial government, the public perception of public relations was totally objectionable.
In 1949 United African Company became the first company in Nigeria to have a public
information unit. This followed by the establishment of Public Relations unit by the Nigerian
Railway Corporation in 1956 where Dr Samuel Opele served as the first Public Relations
Officer. Public relations were gradually embraced by other statutory and private bodies.
The fledgling National Electric Power Authority (formerly Electricity Corporation of Nigeria
and now Power Holding Company of Nigeria) was one of the first government parastatals to
establish a Public Relations Bureau. Because of its newness and erratic supply of power then
(unfortunately this has not changed), it gave such a prime place to public relations that by 1959
its public relations department had taken a full swing. From then on other companies followed
suit. In 1963 the Nigerian institute of Public Relations (NIPR) was established as a regulatory
body for Public Relations practices in Nigeria.
2.2.1. Public Relations Broadcasting Era
The era of public relation broadcasting in Nigeria emerge in the early 1930s whenthe British
government chartered the Radio Distribution Services in England to relay specific British
Broadcasting Corporation (BBC) programs to Nigerians. Blankson and Murphy (2007) through
the Radio Reinfusion System (RDS). This was to counter growing anti European sentiments,
launder the battered image of the British imperialist government and promote the British cause.
Alhassan (2005).
Owing to the Second World War, the RDS was used as a means of counteracting the propaganda
campaign in neighboring German controlled French West African countries. Head (1979) as well
as the growing agitation and protests by the Nigerian educated elites who questioned the
rationale of British colonialism. Coleman (2011). These elites made strident demand for total
emancipation from colonial rule through the newspapers , Idemili (1978). In addition, the RDS
was employed as a means of stemming the ebbing reputation of the imperialist government as
well as educating the populace. Umeh (1989). It was used to launder the poor image of the
imperialist government. The introduction of this brand new form of public communication
services marked a new beginning in the image making profession in Nigeria. During this period,
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the RDS became the avant-garde of government activities and transformed into the hallmark of
political propaganda for the British imperialist government. These factors influenced the
emergence of this new form of public relations. In addition, the British imperialist government
aimed to use the new broadcasting technology to change attitudes and gain sympathy of
Nigerians.
2.2.2. Element of Public Relation
Public relations aren’t an exact science, but it does require a strategic process. Below are five key
elements that comprise a strategic public relation.
i. Know your target audience: Understanding the target audience is the most important part
of any successful public relations strategy. Do your research and identify the demographics
of the ideal customer. Then you can tailor the PR elements of your campaign around these
characteristics.
ii. Set realistic goals: Think about what you hope to achieve with your brand, and when. Be
realistic, but also don’t be afraid to be ambitious. You should have a clear vision of what
you want your PR strategy to accomplish, whether it’s increased social media presence,
traditional media exposure, or thought leadership. Include these goals in your PR strategy
and create an action plan with which to achieve them.
iii. Develop a message: Once you know who you’re reaching and what you want to achieve,
the next step is figuring out how to tailor your message to your audience to make your
goals a reality. Because you’ve done your research and know your audience, you should
know the most effective ways to reach them. Maybe you’ve identified a gap in the
marketplace that you can fill with your products or services. Create a message that
identifies these pain points and clearly outlines how your brand can improve their lives.
Use language that best speaks to your audience, and reach them through the media they’re
likely to consume.
iv. Know your competition: The only way to stay ahead of the competition is to know
everything about it. Make a list of your biggest threats and then take note of what they’re
doing. Monitor their PR activities and note their successes and missteps. If a strategy seems
to be working for them, see if you can incorporate something similar into your own
campaign. If you see them lacking in a certain area, there’s an opportunity for you to fill
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the gap. Don’t directly replicate your competition’s PR strategies. Rather, learn from them
to improve your own.
v. Stay relevant: The only way to stay top-of-mind with the public is to remain a relevant
force in the marketplace for as long as possible. Keep up with trends, and go where the
people are. Experiment with different social media platforms as they fall in and out of favor
with your target audience. Following long-term trends is always important, but also stay on
top of viral crazes and current events. People will only talk about your brand if your brand
is doing things worth talking about, so keep your ear to the ground and create buzz as often
as possible.
2.2.3. Objectives of Public Relations
Like other aspects of marketing promotion, public relations are used to address several broad
objectives including:
i. Building Product Awareness – When introducing a new product or re-launching an
existing product, marketers can use a PR element that generates consumer attention and
awareness through media placements and special events.
ii. Creating Interest – Whether a PR placement is a short product article or is included with
other products in “round up” article, stories in the media can help entice a targeted
audience to try the product. For example, around the holiday season, a special holiday
food may be promoted with PR through promotional releases sent to the food media or
through special events that sample the product.
iii. Providing Information – PR can be used to provide customers with more in depth
information about products and services. Through articles, collateral materials,
newsletters and websites, PR delivers information to customers that can help them gain
understanding of the product.
iv. Stimulating Demand – A positive article in a newspaper, on a TV news show or
mentioned on the Internet, often results in a discernible increase in product sales.
v. Reinforcing the Brand – In many companies the public relations function is also
involved with brand reinforcement by maintaining positive relationships with key
audiences, and thereby aiding in building a strong image. Today it is ever more important
for companies and brands to build a good image. A strong image helps the company build
its business and it can help the company in times of crises as well.
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2.2.4. Types of public relations
According to the functions of the public relations department/agencies, public relations can be
divided into 7 types. These are:
i. Media Relations: Establishing a good relationship with the media organizations and
acting as their content source.
ii. Investor Relations: Handling investor’s events, releasing financial reports and
regulatory filings, and handling investors, analysts and media queries and complaints.
iii. Government Relations: Representing the brand to the government with regard to
fulfilment of policies like corporate social responsibility, fair competition, consumer
protection, employee protection, etc.
iv. Community Relations: Handling the social aspect of the brand and establishing a
positive reputation in the social niche like environment protection, education, etc.
v. Internal Relations: Counselling the employees of the organization with regard to
policies, course of action, organization’s responsibility and their responsibility.
Cooperating with them during special product launches and events.
vi. Customer Relations: Handling relationships with the target market and lead consumers.
Conducting market research to know more about interests, attitudes, and priorities of the
customers and crafting strategies to influence the same using earned media.
vii. Marketing Communications: Supporting marketing efforts relating to product launch,
special campaigns, brand awareness, image, and positioning.
2.2.5. Importance of Public Relation

Public relations for small business are powerful because it helps you get more exposure and it
places you in front of your target audience.
Some people think of PR as ‘free advertising’ which couldn’t be farther from the truth. Building
relationships with the right people and organisations is time consuming so if you need quicker
results a PR agency is the best way to go (they do cost $$$). Most bloggers and influencers now
charge for reviews, promoted posts and featured posts so PR is definitely not free.
PR however is very important for any brand, and for numerous reasons.
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i. To raise awareness: People trust established brands. One way to make your business
known and compete with established brands is to send out your message by a third party
such as a popular magazine in your industry, a high-traffic website, a respected influencer
or social media superstar.
ii. Build credibility: Unlike advertising, a magazine mention of your product or a product
review is not a direct sell so it comes out as a recommendation from a person that could
be an authority in your niche like a celebrity beauty blogger with thousands of followers.
iii. Tailors information: Every business has its unique brand message. People adore brands
that have a compelling or relatable story so make sure that you carry yours
wholeheartedly at every function you go to because it is what makes people remember
you.
iv. Helps manage reputation: Having trusted connections in the media is not always about
free marketing but also reputation management. In your business journey, you will
encounter (but I hope you don’t) dreadful situations like advertising gone wrong or
unsatisfied customers lashing out on social media about how bad your product is. In
times like these, media connections can help you repair the damage through a press
release or similar means.
v. Helps shape a likable image: Customers love friendly and community-engaged brands.
By maintaining a constant presence in your industry or in front your customers’ eyes, you
are creating a strong connection with your audience.
vi. Cost-effective: Paying for a magazine spread is not a bad idea if you have the budget for
it. However, if you are on a tight budget, having friends in the right places can get you a
full feature or an article mention on the same publication without paying loads of cash.
vii. Promote brand values: You can use PR to send out positive messages to your target
audience that are in line with your brand image by using the language and ideas that your
target customers respond to more positively.
viii. Strengthens community relations: When you make new connections, you are building
ties with the local market by attending functions, joining groups, donating time to charity
or causes related to your business. Being an active member of a community establishes
your credibility with peers, consumers, and editorial contacts.
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ix. Boost your niche authority: Getting featured on media outlets may come out as simple
to many but for a business owner, the effect could be massively beneficial especially if
you are trying to own a niche.
x. Know your competition up-close and personal: You are not the only one who spends
time in making new connections. It’s one way of knowing what your competitors are up
to, which gives you clue how to keep up with them.
PR is not free in the sense that it requires time and effort in making new connections. It may
seem labor intensive but if your businesses do this right, it will help your company look more
likeable, influential, and successful.
2.2.6. Function of public relation
Public relations are different from advertising. Public relations agencies don’t buy ads, they
don’t write stories for reporters, and they don’t focus on attractive paid promotions. They rather
promote the brand by using editorial content appearing on magazines, newspapers, news
channels, websites, blogs, and TV programs.
Using earned or free media for promotion has its own benefits as information on these mediums
isn’t bought. It has a third party validation and hence isn’t viewed with scepticism by the public.
The functions of public relations manager and public relations agencies include:
 Anticipating, analyzing, and interpreting the public opinion and attitudes of the public
towards the brand and drafting strategies which use free or earned media to influence them.
 Drafting strategies to support brand’s every campaign and new move through editorial
content.
 Writing and distributing press releases.
 Speech writing.
 Planning and executing special public outreach and media relations events.
 Writing content for the web (internal and external websites).
 Developing a crisis public relations strategy.
 Handling the social media presence of the brand and responding to public reviews on social
media websites.
 Counselling the employees of the organization with regard to policies, course of action,
organization’s responsibility and their responsibility.
 Dealing with government and legislative agencies on behalf of the organization.
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 Dealing with public groups and other organizations with regard to social and other policies
of the organization and legislations of the government.
 Handling investor relations.
2.2.7. Features of Public Relations
Following are the main features of Public Relations:
i. Securing Cooperation of Public: Public relation is an activity to get support from
public. Every organization wants to run successfully. For this public (i.e., all related
protagonists like consumers, employees, shareholders and society) support is essential or
needed. And the support of public can be earned through Public Relations.
ii. Successful relation with Public: Sometimes Public develops negative attitude towards
any company. This attitude could be changed by establishing public relations which helps
in developing better relations with public.
iii. Satisfying different Groups: Public relation is an effort to satisfy different groups (like-
consumers, employees, shareholders and society). For example, with the help of Public
relation, the expectation of any particular group is acknowledged. The group is tried to
satisfy by most possibly meeting their expectations.
iv. Engaging in Dialogue: Every organization wishes to enjoy goodwill among all related
protagonists. For establishing good reputation it is essential to engage in dialogue (i.e.,
exchange of ideas). During dialogue organization provides information and this is
possible only through Public Relations.
v. Ongoing Activity: This is an effort which has to be repeated again and again. For
example, to keep the employees satisfied, meetings must be arranged with them from
time to time.
vi. Specialized Activity: Public Relation is recognized in the form of a specialized activity.
For example, like-the other activities (purchase, production, sale, finance, marketing etc.)
in a business organization, Public Relation activity is also performed under the same
series of activities. This is the reason why all big organizations establish Public Relation
Department separately.
vii. All Level Activity: All the officials from the top level to the supervisory level perform
public relations activities. It obvious that officials working at various levels of
management can contribute in developing positive relations with different publics like
16
shareholders, customers, traders, service providers, government, and so on. It is the joint
duty of all the employees from top to bottom.
viii. Routine Activity: Note that public relations are a part of routine activities. It is not
incidental or occasional. Further, it is not taken as distinct activity, but a part of day-to-
day activities. It is treated as part of daily activities like purchase, administration,
production, marketing, finance, and likewise.
ix. Essence of Public Relations: It is an essential function of marketing department. A
company can build, improve, and maintain its image through public relations. Due to the
healthy public relations with several publics, the company can smoothly carry out its
operations. It is treated as important as production and marketing.
x. Public Relations as a Profession: In relation to modern management practices, the
public relations have become profession. It enjoys professional status. All the
characteristics of profession such as specialized knowledge, need of formal education,
ethical codes, service motive, continuous development, etc., are also prevalent in public
relations.
2.2.8. Public Relations as a Strategic Function
Today, the public relations profession is focusing a great deal of attention on how public
relations strategies can produce a positive return on investment (ROI) (Grunig, J. E., 2017).
While it is difficult to place a monetary value on relationships with publics, in practice there are
numerous examples of how good relationships have reduced the cost of litigation and negative
publicity; gained from lobbying towards favourable regulation or legislation; or increased
revenue through the sale of products and services to relevant stakeholders (Grunig, J. E., 2017).
The extensive research currently being conducted on relationships may, in time, demonstrate
relationships as the most important intangible asset to an organization, thus reinforcing the value,
and ROI, public relations provides (Bayon& Bauer, 2002; Crosby &Johnson, 2004; Grunig, J. E.,
2017). Relationships provide a means for evaluating for evaluating both the long- and short-term
contributions of public relations programs and of the overall function to organizational
effectiveness (Hon &Grunig, 1999; Huang, 2004; Ki & Hon, 2007) through the measurement of
such factors as trust, control mutuality, satisfaction and commitment as key components of high
quality relationships and the organization’s reputation. Such factors are essential for
organizations working within both favourable and unfavourable operating environments.
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When features (political, social, regulatory, economic and competitive conditions) of an
organization’s operating environment are favourable, strong relationships with key stakeholders
assist in further maximizing the organization’s position within its industry. In a volatile operating
environment, when social, political, regulatory or economic trends are working against the
organization, or if competition increases; an organization looks to such relationships to survive in
a turbulent, unpredictable or changing environment.
The time an organization benefits most from the contribution public relations makes through
building relationships is when it is dealing with a volatile environment: when such outcomes as
trust, satisfaction, commitment and the organization’s reputation not only provide a return on
investment, but are key components in safeguarding the investment itself.
2.3. CONCEPT OF ORGANIZED PROMOTION
The majority of events that workers label as a “promotion” do not involve any change in position
or duties. Most promotions are simply an upgrade of the current position. The worker is typically
the only person considered for the promotion. Men are more likely to be promoted than women
and whites more so than blacks or Hispanics. The acquisition of company training and the receipt
of a prior promotion are two of the most important determinants of promotion. Consequences of
promotion include increased wages, training receipt, supervisory responsibilities, and job
satisfaction. There is little evidence that promotion has a direct impact on job attachment.
Little is known about the process by which higher level jobs are filled from within an
organization. While there are a number of theories regarding the internal dynamics of the firm,
there is scant empirical evidence concerning the employment relationship once an individual has
a job. “Success” at a job is usually reduced to a single measure, such as the wage rate or
earnings. Employment activities within the firm, such as promotion activity and the
consequences of promotion are typically not measured, and hence ignored.
Past empirical studies into the internal workings of firms have primarily used data from
individual firms or occupations. The primary advantage of examining a single firm or occupation
is that the definition of a promotion tends to be well-defined. For example, most people
understand what it means to become partner at a law firm or to receive tenure at a university. At
other types of jobs, however, it is not so clear what it means to be promoted. Also, results from
analyzing a single firm or occupation typically are not generalizable, as the findings are not
representative of the labor market as a whole. One exception is a recent study by McCue (1996)
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who used nationally representative household data from the Panel Study of Income Dynamics
(PSID) to examine the impact of promotions on wage growth.
Promotions may be used by firms to motivate workers, particularly in companies where direct
supervision of workers is difficult. A promotion may also be a reward that results in
advancement within the firm, but also involves greater responsibility. While for many years
economists ignored mobility within firms, researchers in other fields, such as sociology,
psychology, and human resource management typically paid greater attention to the structure of
the employment relationship, and the notion of a “career.” For example, vacancy-driven models
(White 2012) provide theories of how upward mobility occurs. In particular, these models
generally assume that mobility depends upon available positions at the firm. Movements to
higher-level positions take place when vacancies occur in those positions, and these positions are
filled by lower-level workers at the firm. New hires typically begin at lower-level positions.
2.3.3. Types of Organized Promotion
Sales promotion can be categorized into consumer promotion, trade promotion and business
promotion.
 Consumer Promotion: This includes those efforts aimed at influencing the trial consumer.
Such promotions are designed to motivate consumers to immediate (or nearly immediate)
action, (Courtland and John 2017). Consumer’s promotion techniques can be used to draw
people into a particular store, to induce new product or to promote established products. To
accomplish this task, markets have developed quite a variety of sales promotion techniques
or tools, some of these include coupons, premiums, sample contacts and sweepstakes,
point-of-purchase (POP), frequency marketing etc.
 Trade Promotion: Courtland and John (2017) view that most of sales promotion devices
used with final customers can also be sued with the trade, that is, (marketing
intermediaries). However, some additional techniques apply only to the marketing
intermediaries, and these include allowances and discounts, factory-sponsored in sore
demonstration, trade shows, sales contests, cooperative advertising etc.
 Business Promotion: A firm may participate in trade fair and set up a stand to promote its
product. Samples of the company’s products are displayed and some of them, as well as
descriptive literature are handed out to enquiring visitors. The firm may sponsor sports
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contest. Many other companies which do not engage in elaborate sales promotion at least
give away desk pads and calendars to their customers – (Nwokoye 2000; 232).
2.3.4. Types of Promotion Activities
1. Sales Promotion to Middlemen
In addition to the basic formula of giving the wholesaler/ retailer a special reason to push a
certain loaded product, another strategy is to get the dealer loaded up with stock somewhat
beyond his normal level because he is attracted by the deal. He now has his capital tied up
and feels the pressure to convert it back to cash.
2. Sales Promotion to Customer
With this form of promotion, the manufacturer offers some kind of incentives direct to the
consumers, to try to secure a higher level of consumer demand for the particular product or range
of products. The basic strategy is to provide some kinds of an extra push for the product being
sold. The device used should, to the greatest extent possible be:
 Unique; not obtainable elsewhere;
 Wanted; fulfill a want and be interesting to the consumer;
 Of recognized value
 Tied in with sales in some way e.g. require proof of purchase.
 A stimulator of repeat purchase if possible;
 Related to the product sent if feasible, or at least appropriate to the product;
 In good supply or potentially so;
 Inexpensive and if subject to decreasing unit costs with volume produced.
3. Advertising and Merchandisable: Have readily dramatis-able values and features that
will attract the attention of the buyer and create desire for the object in the mind of the
buyer. If is merchandisable, it looks good to the trade and then intermediaries are willing to
cooperate with the plan (Brink and Kelley, 1999).
4. Methods of Consumer Promotion
 “Below the Line and Above the Line”.
 “Below the Line” promotion is the supporting method used in the promotion of a product,
such as the use of brochures, calendars and novelty leaflets illustrated with the company’s
product.
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 “Above the Line’ promotion denotes the main methods of advertising the products, i.e.
television, radio, posters, the press, and so on.
 Consumer Contests: Manufacturers sponsor contests or sweepstakes to stimulate the
ultimate consumer. Fateful decisions are unavoidable (purpose, nature, length, prizes,
judging), but if the sales promotion contests are offers of the chance to win cash, trips or
merchandise as a result of purchasing something. A contests call for consumers to submit
an entry to be examined by a panel of judges who will select the best entries. A
sweepstakes asks consumers to submit their names in a drawing, and a game presents
consumers with something every time they buy, which might help them with a prize.
 Consumer Premiums: The typical consumer likes to get a bonus, a bribe, something extra
from a seller and that is what a premium is. Some premiums have been fantastically
successful. Others have been flops. Popular premiums are luggage, jewelry, kitchenware,
pens, toys, etc.
 Sampling: Many products and some services promoted with sampling. Samples may be
free, or there may be a small charge. Offer of a free amount of a product or service
delivered door to door, sent in the mail, picked up in a store, attached to another product or
featured in an advertising offer are examples of sampling exercise. However, sampling is
quite expensive, since there is cost of producing the sample and distributing it.
 Coupons: Certificates entitling the bearer to a stated are saving on the purchase of a
specific product mailed, enclosed in other products or attached to them, or inserted in
magazine and newspaper advertisement. Redemption rate varies with mode of distribution.
Coupons can be effective in stimulating sales of a mature brand and inducing early trial of
a new brand. They act as a short-run stimulus to the sale of the product, since they are
directly tied in with the purchase of the item. The expenses involved with coupons are
often high: they are costly to distribute and dealer redemption costs are high.
 Price offs: These are items for which you pass the discounted price directly to the
consumer by printing right on the package “10k off of “Buy One, get the second one at half
price”. Price-offs may be temporary sales stimuli to offset a short sales slump, counter a
sudden tactical move by a competitor and encourage new customers to sample the product.
Many experts on sales promotion feel that price-offs schemes the weaker and less desirable
methods of promotion. They point to the danger of trade resentment.
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2.4. CONCEPT OF ACHIEVEMENT OF MARKETING OBJECTIVES
Marketing objectives are goals set by a business when promoting its products or services to
potential consumers that should be achieved within a given time frame. In other words,
marketing objectives are the marketing strategy set in order to achieve the overall organizational
objectives. A company's marketing objectives for a particular product might include increasing
product awareness among targeted consumers, providing information about product features and
reducing consumer resistance to buying the product.
Marketing objectives are the end goals and aspirations that a company or a business is looking
forward to achieve after the full implementation of a specific marketing process or activity
suggested to be done varying on the results of a market study or research.
These are the results that a company is waiting to take place after the promotion and product
placement of their offerings in the market. These marketing objectives should be bounded by a
specific time frame to know if the process being applied in the marketing processes are usable
and efficient. Hence, a marketing strategy is used to identify the factors that can help in
achieving the end goals of a business, a company, or an organization.
2.4.1. SMART Marketing Objectives

For a marketing objective, may it be long term or short term, to be suitable for the processes that
are done in the pursuit of improving a company’s products and / or service, it must have the
following characteristics that forms the acronym or mnemonic SMART. These acronym stands
for:
 Specific
 Measurable
 Achievable / Attainable
 Realistic
 Timed / Time bound.
These are the characteristics that will make the use of marketing objectives more efficient and
functional.
2.4.2. Effective Marketing Strategies to Achieve Business Goals
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Many entrepreneurs of the newly started business or even a small businessman for that matter are
clueless when posed with the questions of who do you think will be your consumers or who do
you think will buy your product?
Most smart and savvy businessmen start their business with the assumption that everyone will
buy their product. But presumptions like this mostly results in faulty decision making, incorrect
pricing, confusing marketing strategies and eventually failure of business.
i. Defining target market and concentrating efforts on it: A shrewd businessman on the
contrary will always start a business with the presumption that only a limited segment of
people will end up buying his product or service. Such an analysis helps to define the
target and concentrate all the efforts of marketing strategies and money towards the same.
ii. Identifying the benefits or needs which the product satisfies: There is no point in
selling all the things to all the people. The game lies in becoming a specialist of a
particular product or service and identifying the reasons for which people may buy your
product.
 To satisfy the inherent basic needs of customers
 If in any way your products helps to solve the consumer’s problems
 In making the customers feel good
The identification of the above possibilities helps determine the category under which your
product falls and adopt essential marketing strategies to market the same.
iii. Defining marketing methods: Defining proper marketing methods enables a company to
decide the type of customers it will be targeting. Say for example, whether to adopt an
internet marketing strategy or direct marketing strategy or through public relations are
some of the questions which a company needs to define clearly when it comes to
marketing methods. Similarly, when adopting internet marketing strategies, whether to
adopt Facebook, Twitter, emailing or blogs are questions which need to be thought over
and decided accordingly.
iv. Setting a time frame for evaluation of marketing efforts: The success of the marketing
efforts undertaken needs to be reviewed periodically by setting a specific time frame.
Allotting specific time for the marketing strategies to succeed and reviewing the same
periodically helps to understand whether the marketing strategy adopted is working.
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v. Adopting a mixed strategy to boost sales: Advertising without proper marketing
strategy alone won’t help to achieve marketing results as it is just like a strand in a rope
and not strong enough like the rope. Coordinating advertising along with the marketing
plan is the perfect way to boost sales. Expecting results overnight would not be logical,
but will require dedicated and consistent efforts. Adopting a wait and watch policy by
working consistently is the right way to increase sales and achieve growth for the
business. Research Services can help you out with marketing research for your business
which in turn will help you develop fruitful marketing strategies to meet your
organizational goals. Get in touch with us now.
2.4.3. Achievement of Organizational Goals
A group of people work together with a common goal or objective in an organisation. The word
organisation simply refers to an ordered manner of functioning. Johns and Saks (2008) explain
organisations as social inventions for accomplishing goals through group efforts. This definition
covers wide variety of groups such as businesses, schools, hospitals, fraternal groups, religious
bodies, government agencies and so on. The authors further explained the three key aspects of
the definition namely social invention, accomplishing goals and group efforts. On social
invention, the authors explained the word “social” as a derivative of society which basically
means gathering of people. It is the people that primarily make up an organisation.
All organisations have reasons for their existence. These reasons are the goals towards which all
organizational efforts are directed. While the primary goal of any commercial organisation is to
make money for its owners, this goal is inter-related with many other goals. Accordingly, any
organizational goal must integrate in itself the personal goals of all individuals associated with
the organisation. People, both as members of the society at large and as a part of an organisation
interact with each other and are inter-dependent which result in group effort. Individuals in
themselves have physical and intellectual limitations and these limitations can only be overcome
by group efforts.
Shapiro (2017) explained that the origin of the word “goal” comes from the Old English word
“obstacles” or “a hindrance.” In order to achieve a goal, you must work hard to overcome
barriers and roadblocks. According to McShane and Glinow (2017), “goals are immediate or
ultimate objectives that employees are trying to accomplish from their work effort” (p. 82).
Goals in general are a statement of what an organization or subunit of an organization (e.g. a
24
function or department) wishes to do. Goals state the end toward which effort is directed. They
are usually a reflection of an organizational (or subunit) problem or of a desire to capture an
opportunity to improve or advance the organization. They should be specific, measurable and
time bounded. Therefore, organizational goals are objectives that an organisation works so hard
to achieve.
Thompson and McEwen (2011) stated that in the analysis of complex organisations, the
definition for organizational goals is commonly standard for appraising organizational
performance. In many such analyses, the goals of the organisation are often viewed as constant.
Thus a wide variety of data, such as official documents, work activity records, organizational
outputs or statements by organizational spokesmen may provide the basis for the definition of
goals. It is possible, however to view the setting of goals (i.e. major organizational purposes) not
as static element but as a necessary and recurring problem facing any organisation whether it is
governmental, military, business, educational, medical, religious or other type.
2.5. THEORETICAL FRAMEWORK
All who attempt to solve problems, make recommendations and predict the future, need theories,
models, and as a starting point, concepts’ (Skyttner, 2001). Theory provides a model for the
practice of public relations. This is study was mainly informed by two theories: The Excellency
theory and The Systems theory. The study was also framed by three organizational effectiveness
modals: the rational goal, the system model, and the strategic constituent’s model.
2.5.1. The Excellence Theory
The excellence theory is the first general theory of public relations (Lindeborg, 2008). The
theory specifies how PR makes organizations more effective, how it should be organized and
managed in order for it to contribute to organizational effectiveness, and how to determine the
monetary value of public relations (Grunig, 2002). The excellence theory first explains the value
of PR to an organization and the society in which it operates. This value is based on the quality
of relationships an organisation has with its stakeholder publics (Grunig, 2002). The theory
asserts that in order for PR to make a contribution in an organisation it must be part of strategic
management (Ni, 2017). According to the theory, for an organisation to be effective it must solve
the problem and satisfy the goals of both the manager and stakeholders. Organisations must
identify their various publics who are affected by the decisions taken by the organization or those
who want the organisation to solve a problem important to them.
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2.5.2. The Systems Theory
The systems theory also offers useful insights to the practice of public relations. Systems theory
provides a framework through which to view organisations and their relationships with the
environment. It is used to explain how public relations helps understand and manage the
relationships an organisation has with its stakeholders and publics who make up its environment.
Early systems theory (von Bertalanffy 2017) suggested that an organization and its environment
were separated by a boundary through which information and resources flowed. Spanning this
boundary was seen as a critical role for public relations professionals, who would provide
information to the environment about the organization and bring information about the
environment back to the organisational decision makers.
2.6. EMPIRICAL FRAMEWORK
2.6.1. Public Relations Practice in Nigeria
There are scanty studies on PR so far conducted in Nigeria. In one study, Jjuuko (2014) observed
that PR in Nigeria was in its infancy where even some big organization did not have PR
departments public relations officers while others operated under marketing, commercial
departments, human resource or legal affairs departments. She further found out that in Nigeria,
most PR activities were exclusively about advertising without paying attention to strategic PR
and organizational communication practices such as cooperate communications and
responsibility. This she noted kept PR and communications at a rudimentary press agentry level.
According to Jjuuko (2014) PR officers in some organizations were deployed as receptionists,
and in some organisations they were not allowed to ‘directly report’ to the Managing director,
and that senior managers did not value PR and therefore attached little or no attention to it. This
thus debased the importance of PR in the organisations. In other studies on PR in Nigeria
(Murangwa, 2017; RSSB, 2014) it was revealed that the roles of practitioners had altered
remarkably with some running errands for senior managers while others received guests, served
as tea girls/boys or were assigned as drivers.
2.6.2. The Excellency Study
While there have been several studies done in relation to the effects of PR on OE, the most
popular is the Excellence study. The study primarily sought to find out the value that PR added
to organizations and how PR contributed to OE. First, to answer the “effectiveness” question, the
Excellence research team identified the four approaches to OE seen early: the goal attainment
26
approach, the systems approach, the strategic constituencies approach, the competing values
approach from organizational theory (J. Grunig and Huang, 2000). After identifying four
approaches to organizational effectiveness, the Excellence research team conducted both
quantitative and qualitative research across several countries and extracted factors contributing to
effective public relations (i.e., the answer to the “Excellence” question).
Based on the findings of the Excellence study, Hon and J. Grunig (1999) suggested that the value
of public relations is in “relationships” that an organization develops and maintains with strategic
publics. This is because organizations become effective when achieving their goals; by means of
quality relationships, organization can achieve goals because they choose goals valued by
strategic publics (J. Grunig & Hung, 2002; L. Grunig, J. Grunig, & Dozier, 2002). Because of
quality relationship management between an organization and its publics, effective organizations
can select goals valued by publics; consequently, they can achieve their goals because publics
support them (Hon & J. Grunig, 1999). And, as J. Grunig and Hung (2002) pointed out, “…
ineffective organizations cannot achieve their goals, at least in part, because their publics do not
support and typically oppose management efforts to achieve what publics consider illegitimate
goals” (p. 10). Thus, as J. Grunig and L. Grunig (2001) concluded, for an organization to be
effective, it should behave ethically and be socially responsible, which means that an
organization engages in “quality relationship management” with its publics. J. Grunig and
Repper (1992) suggested that such characteristics of excellent public relations help the public
relations function to be effective as well as contribute to overall organizational effectiveness. In
summary, the key attributes of excellent public relations include the following practices: 1)
identifying “strategic publics” from the environment and 2) practicing a “symmetrical” model of
public relations to cultivate quality relationships with these strategic publics (L. Grunig, J.
Grunig, & Dozier, 2002).
CHAPTER THREE
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RESEARCH METHODOLOGY
3.1. INTRODUCTION
This section of the report explained how the research study was carried out. The chapter features
the research design, population of the study, the sample, sample size and sampling techniques,
the method of data collection and instruments, validity and reliability of the instrument and
method of data analysis.
3.2. RESEARCH DESIGN
Research Design is the strategy, the plan and the structure of conducting a research project. A
research design is the plan and structure of investigation so conceived to obtain consumers to the
research questions. This study will base on the use of research survey method through the use of
questionnaire to generate data. Considering the extent of covering and the nature of population
chosen to satisfy the respondent with the necessary questions need in order to provide an insight
toward the resolution to the topic under investigation.
3.3. POPULATION OF THE STUDY
The population of this study was consisting of staff and management of Nigerian Brewery Plc,
Lagos. The management, staffs was considered as required for the study in order to have
adequate and relevant information. The population of this study was one hundred and fifty (150)
as at the time of the research work.
3.4. SAMPLE, SAMPLE SIZE AND SAMPLING TECHNIQUES

A sample is a part of the population deliberately taken to represent the population of study. A
sample size in other words, refers to the number of people or elements in a survey or in a
sampling at any point in time. Sampling techniques is the name or other identification of the
specific process by which the entities of the sample have been selected. The sample techniques
used was simple random sampling techniques to increase the internal validity of the respondents.
The sample size consists of fifty (50) respondents’ at Nigerian Brewery Plc, Lagos.
3.5. METHOD OF DATA COLLECTION AND INSTRUMENT
Data collections for the study were collected through primary source. The primary source of
data collection for this study was through a structure questionnaire is a research instrument that
extracts or obtains data and information from the respondents. The questionnaire consists of two
28
sections which is section A and B. Section (A) deals with the personal bio-data of respondents
namely: sex, age, marital status, education qualification, working experience, position and
department while Section (B) deals with statement relating to research related questions. The
structure questions require the respondents to check or; sign their choice of answers based on
individual differences and dispositions. The respondents indicated their degree of agreement on
each item. They were allowed to freely tick in the line with how the items appeal to them. In
administering the questionnaire, the respondents were chosen randomly to avoid any possible
biases and the questionnaire was self administered.
3.6. METHOD OF DATA ANALYSIS
Data collected will be analysed by using simple percentage table and frequency.
3.7. LIMITATION OF THE STUDY
The limitation of this are stated below. The following are some of limitation of the study: Time
constraints for the completion of the work.
Also the attitude of some respondents in getting the information has a serious problem in the
course of carrying out this research work and also the inadequate textbook in the libraries and
lastly too there way Inadequacy of fund. This has restricted me to a certain level in this research
work.
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CHAPTER FOUR
DATA ANALYSIS AND RESEULT PRESENTATION
4.1. INTRODUCTION
This chapter is very important as it is deals with presentation, analysis and interpretation of all
data collected when carrying this study.
A total of sixty-four questionnaires (64) were distributed and fifty (50) which were returned and
properly filled were used for the data analysis.
4.2. DATA ANALYSIS AND RESULT PRESENTATION
Data analysis involves, the organization and classification of processed data into some
comprehensive from the aim of which is to enable the researcher to extract relevant information.
PART A: ANALYSIS OF RESPONDENT PERSONAL DATA
Table 4.2.1: Distribution of Respondents by Gender
Sex No of Respondents Percentage (%)
Male 32 64
Female 18 36
Total 50 100
Source: Researcher’s Field Survey (2018)
The above table shows that, 64% of the respondents were male, 36% of the respondents were
female, which shows that male respondent are more than female respondents.
Table 4.2.2: Distribution of Respondents Age

Age No of Respondents Percentage (%)
20 – 30 years 24 48
31 - 40 years 19 38
41 – 50 years 5 10
50 years and above 2 4
Total 50 100
The above table shows that, 48% of the respondents were 20 – 30 years, 38 of the respondents 31
–40 years, 10% of the respondents 41 – 50 years, 4% of the respondents were 50years and above.
Table 4.2.3: Distribution of Respondents Marital Status
Marital Status No of Respondents Percentage (%)
Single 27 54
Married 18 36
30
Divorce/Separated 5 10
Total 50 100
The above table shows that, 54% of the respondents were single, 36% of the respondents were
married while 10% of the respondents were divorce.
Table 4.2.4: Distribution of Respondents Working Experience

Age No of Respondents Percentage (%)
1-3 years 22 44
4-7 years 17 34
8-10 years 11 22
11-15 years - -
15 years and above - -
Total 50 100
The above table shows that, 44% of the respondents were 1-5 years, 34% of the respondents
were 1-10years while the remaining 22% of the respondents were 11-15 years.
Table 4.2.5: Distribution of Respondents to Education Qualification
Education Qualification No of Respondents Percentage (%)
SSCE / GCE / NECO 13 26
NCE / ND 21 42
HND / B.sc / B.ED 9 18
MBA / MSC 7 14
Total 50 100
The above table shows that 26% of the respondents were SSCE / GCE / NECO, 42% of the
respondents were NCE/ND, 18% were HND/B.sc / B.ED and the remaining 14% of the
respondents were MBA / MSC.
Table 4.2.6: Distribution of Respondents by Position
Position No of Respondents Percentage (%)
Senior staff 14 28
Junior staff 24 48
Management 12 24
Total 50 100
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The above table shows that, 28% of the respondents were junior staff, 48% of the respondents
were junior staff, 24% of the respondents were management.
4.3. ANALYSIS OF RESEARCH RELATED QUESTIONS

This section is devoted to the analysis of respondents’ responses to the questions in Section
B of the questionnaires.
Table 4.3.1. Question 1: Public relation helps to raise people’s awareness.
Alternative No of Respondents Percentage (%)
Strongly Agreed 20 40
Agreed 15 30
Undecided 5 10
Disagreed - -
Strongly Disagreed 10 20
Total 50 100
The table shows that 25 of the respondents represent 40% were strongly agree, 15 of the
respondents represent 30% were agree, 5 of the respondents represent 10% were undecided while
the remaining 10 of the respondents 20% were strongly disagreed.
32
Table 4.3.2. Question 2: Understanding the target audience is the most important part of
any successful public relations strategy.
Agreed 35 70
Undecided - -
Disagreed 5 10
Strongly Disagreed - -
Total 50 100
The table shows that 10 of the respondents represent 20% strongly agree, 35 of the respondents
represent 70% agree while 5 of the respondents represent 10% were disagree.
Table 4.3.3. Question 3: Public relation is a way of maintain cordial relationship among
employees in the organization.
Agreed 13 26
Undecided 3 6
Disagreed -
Total 50 100
The table shows that 30 of the respondents represent 60% were strongly agree 13 of the
respondents represent 26% were agree, 3 of the respondent represent 6% undecided while 4 of
the respondents represent 8% were strongly disagree.
Table 4.3.4. Question 4: Achievement of marketing objective has to the proper
maintenance of public relation at Nigerian Brewery Plc.
Agreed 15 30
Undecided 5 10
Disagreed 6 12
Total 50 100
The table shows that 44% of the respondents were strongly agree, 15% were agreed, 10% were
undecided 6% were disagreed while the remaining 4% of the respondent were strongly
disagreed.
33
Table 4.3.5. Question 5: To achieve marketing objective in the organization, organized
promotion strategy has to consider.
Agreed 30 60
Undecided 10 10
Disagreed - -
Total 50 100
The table above shows that 10% of the respondent were agree, 20% were agreed while the
remaining 10% were undecided.
Table 4.3.6. Question 6: Public relation promote marketing objective.
Agreed 10 20
Undecided -
Disagreed - -
Total 50 100
The table shows that 60% of the respondent strongly agree, which shows that Public relation
promote marketing objective.
Table 4.3.7. Question 7: Public relations help to boost the image of the firm.
Agreed 22 44
Undecided 6 12
Disagreed 7 14
Total 50 100
34
Table 7 above shows that, 15 of the respondents represent 30% strongly agree, 22 of the
respondents represent 44% were agree. 6 of the respondent represent 12% undecided while the
remaining 7 of the respondent represent 14% were disagreed.
Table 4.3.8. Question 8: Teamwork is symbol of good public relation in the organization.
Agreed 10 20
Undecided 5 10
Disagreed - -
Total 50 100
The table shows that 70% of the respondents were strongly, this shows that Teamwork is symbol
of good public relation in the organization.
Table 4.3.9. Question 9: Lack of public relation at Nigeria Brewery plc can diminished the
efficiency of the organization.
Agreed 10 20
Undecided
Disagreed - -
Total 50 100
The table shows that 40 of the respondents 80% of the respondent strongly agree while 10 of the
respondents represent 20% were agree. Majority of the respondents strongly agreed and agreed
that, lack of public relation at Nigeria Brewery plc can diminished the efficiency of the
organization.
Table 4.3.10. Question 10: Public relation play significant role in the organization.
35
Agreed 10 20
Undecided 5 10
Disagreed - -
Total 50 100
The table shows that 30 of the respondents 60% strongly agree, 10 of the respondents represent
20% were agreed, 10% were undecided while the remaining 10% were strongly disagreed.
Table 4.3.11. Question 11: PR is not free in the sense that it requires time and effort in
making new connections.
Agreed 15 30
Undecided - -
Disagreed - -
Total 50 100
The table shows that 70% of the respondent represents strongly agreed that, PR is not free in the
sense that it requires time and effort in making new connections.
Table 4.3.12. Question 12: Good public relation depends on organized promotion and
achievement of marketing objectives.
Agreed 32 64
Undecided -
Disagreed 8 16
Total 50 100
The table shows that 64% of the respondents were strongly agreed, that good public relation
depends on organized promotion and achievement of marketing objectives.
36
Table 4.3.13. Question 13: Public relation has significant effect with achievement of
marketing objective.
Agreed 5 10
Undecided - -
Disagreed -
Total 50 100
The table shows that 80% of the respondent represent strongly agree, 10% were agree, and the
remaining 10% were strongly disagree.
Table 4.3.14. Question 14: Marketing objectives cannot be achieved without public
relation.
Agreed 15 30
Undecided - -
Disagreed 5 10
Total 50 100
The table shows that 60% of the respondent represent strongly agree, 30% were agree, while
10% were disagree.
Table 4.3.15. Question 15: There is a significant relationship between public relation and
achievement of marketing objectives.
Agreed 40 80
Undecided - -
Disagreed - -
Total 50 100
The table shows that 10% of the respondent represent strongly agree, 80% were agree, while the
remaining 10% were strongly disagree.
37
CHAPTER FIVE
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.1. SUMMARY OF FINDINGS
The findings of the study on the effect of good public relations and organized promotions on the
achievement of marketing objective using Nigerian Brewery plc as a case study. The study
reveals that, public relation helps to promote public relation among employees in the
organization. Public relation is very relevant in organizations today since it has become the most
powerful tool to express the image of an organization to the public. Public relations are often key
strategic enablers in today’s highly competitive business environment. Well-articulated Public
relations strategies will always provide a good working strategy aimed at improving the
company’s image to the public. Public relations strategy is seen to be the outcome of a strategic
thinking process by senior management mainly to improve on strategic management in order to
have a better company’s image communicated to the public. Strategic Public relations provide
the top level management with vast means of communication to the public in order to be in touch
with its clients.
The study also reveals that majority of the respondents responses to the question in the
questionnaire strongly agreed that that, public relation aid people’s awareness in the
organization. It also reveals that, understanding the target audience is the most important part of
any successful public relations strategy.
The study also reveals that most of the respondents strongly agreed and agreed that, there is a
significant relationship between public relation and achievement of marketing objectives at
Nigerian Brewery Plc.
5.2. CONCLUSION
38
The study has shown that public relations are very relevant in achieving the marketing objectives
at Nigerian Brewery Plc. It was revealed that public relations contribute a lot to the organization
in the sense that, public relations ensures effective communication between the internal and
external publics of the organization. Public relations also ensure effective messaging to achieve
objectives and goals set by the organization. Public relations practice makes sure when and how
messages should be given out and the messages themselves are framed in order to communicate
and achieve certain goals and objectives of the organization. According to the excellence theory
in public relations by Grunig and Grunig, for an organization to be effective, according to the
theory, it must behave in ways that solve the problems and satisfy the goals of stakeholders as
well as of management. It was suggested in the theory that the most effective public relations
practice requires excellence in practice. Therefore, there should be a public relations department
which operates and fits in with other departments and the organization as a whole. Therefore,
there should be a public relations department which is separate from the other departments in the
organization.
Public relations are also aimed at winning, securing, retaining and maintaining the mutual
understanding and cooperation of an organization and its publics. Also, public relations are a top
management activity that involves planning, organizing, directing and controlling the resources
of an organization to achieve corporate objectives. Therefore, considering these functions of a
public relations practitioner, the CEO or the manager who also perform other administrative
functions will have a divided attention and cannot perform public relations effectively.
Consequently, there is the need for the organization to have a public relations officer who will
perform the functions stated above.
5.3. RECOMMENDATIONS
To ensure effective public relations practice in the four selected private tertiary organizations of
this study, the researchers made the following recommendations:
i. Nigerian Brewery Plc should establish outfits which will be responsible for carrying out
public relations activities. The public relations department will ensure effective
communication between the internal and external publics of the organization and will
enhance efficient messaging to achieve objectives and goals set by the organization.
ii. It is also recommended that the public relations department should be headed by a public
relations officer with at least two assistants. According to the excellence theory in public
39
relations, these people should have an academic qualification in communication studies.
The public relations officer should be a qualified person with at least a minimum of a first
degree with specialization in public relations. This is to ensure excellence in the practice
of public relations.
iii. The study recommends that the public relations department should be given clearly
defined roles to perform. The public relations activities should not be combined with any
other administrative functions. This will ensure effectiveness in public relations practice.
iv. The study recommends that Nigerian Brewery Plc should create the enabling
environment for high performance of public relations. The public relations department
should be provided with the necessary office equipment and the needed logistics to
ensure effective operation.
v. It is also recommended that the Nigerian Brewery Plc should empower public relations
practitioners to be involved in decision making. Especially in crisis management. This is
essential because the public relations practitioner provides expert advice on how to
formulate and communicate the decisions to the relevant publics in order to achieve the
desired results.
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APPENDIX
Department of Mass Communication
Gateway (ICT) Polytechnic Saapade
KM 55, Lagos Ibadan Express Way,
Prof Wole Soyinka Way, Saapade
Estate
Isara-Remo
Ogun State
Dear Respondent,
QUESTIONNAIRE ON “THE EFFECT OF GOOD PUBLIC RELATIONS AND
ORGANIZED PROMOTIONS ON THE ACHIEVEMENT OF MARKETING
OBJECTIVE” (A STUDY OF NIGERIA BREWERY PLC, LAGOS.)
43
I am an undergraduate student of the above named institution and department. I am currently
conducting an academic research exercise on the above topic.
This questionnaire was designed to gather information about the topic under study. Kindly assist
by carefully and honestly complete the questionnaire.
Please be sure that whatever information you give in this questionnaire shall be treated with
utmost confidentiality and shall be used for academic purpose alone.
Thank you for your anticipated co-operation.
Yours Faithfully,
GROUP 34
NAME: MATRIC NO.
OSISANIYA OMOLABAKE H. 16010811166
ALADESUYI FIKEMI O. 16010811167
AKINLUYI OLUWABUNMI O. 16010811168
EFUWAPE MARY I. 16010811169
AMAEFULE MARYANN O. 16010811170
CONTENT OF THE QUESTIONNAIRE
SECTION A: PERSONAL DATA
Please answer the following question by ticking [x] or explain where necessary:
1. Sex: (a) Male [ ] (b) Female [ ]
2. Age: (a) 20 – 30 [ ] (b) 31 – 40 [ ] (c) 41 – 50 [ ] (d) 50 and above [ ]
3. Marital Status: (a) Single [ ] (b) Married [ ] (c) Divorced/Separated [ ]
(d) Widowed [ ]
4. Experience: (a)1-5 years [ ] (b) 6 – 10 years [ ]
(c) 11 – 15 years [ ] (d) 16 – 20 years [ ] (e) 21 years and above [ ].
5. Education Qualification: (a) SSCE / GCE / NECO [ ] (b) NCE / ND [ ]
(c) HND / B.sc / B.ED [ ] (d) MBA / MSC [ ].
6. Position: (a) Senior Staff [ ] (b) Junior Staff [ ] (c) Managerial [ ]
SECTION B: Research Related Questions
Please read the questions carefully and tick (√) where appropriate
44
Note: Strongly Agree (SA), Agree (A), Disagree (D), Strongly Disagree (SD).
1. Public relation helps to raise people’s awareness. (a) Strongly Agree [ ] (b) Agree [ ]
(c) Undecided [ ] (e) Disagree [ ] (e) Strongly Disagree [ ].
2. Understanding the target audience is the most important part of any successful public
relations strategy. (a) Strongly Agree [ ] (b) Agree [ ] (c) Undecided [ ] (e)
Disagree [ ] (e) Strongly Disagree [ ].
3. Public relation is a way of maintain cordial relationship among employees in the
organization. (a) Strongly Agree [ ] (b) Agree [ ] (c) Undecided [ ] (e) Disagree [
] (e) Strongly Disagree [ ].
4. Achievement of marketing objective has to the proper maintenance of public relation at
Nigerian Brewery Plc. (a) Strongly Agree [ ] (b) Agree [ ] (c) Undecided [ ] (e)
Disagree [ ] (e) Strongly Disagree [ ].
5. To achieve marketing objective in the organization, organized promotion strategy has to
consider. (a) Strongly Agree [ ] (b) Agree [ ] (c) Undecided [ ] (e) Disagree
[ ] (e) Strongly Disagree [ ].
6. Public relation promote marketing objective. (a) Strongly Agree [ ] (b) Agree [ ] (c)
Undecided [ ] (e) Disagree [ ] (e) Strongly Disagree [ ].
7. Public relations help to boost the image of the firm. (a) Strongly Agree [ ] (b) Agree [
] (c) Undecided [ ] (e) Disagree [ ] (e) Strongly Disagree [ ].
8. Teamwork is symbol of good public relation in the organization. (a) Strongly Agree [ ]
(b) Agree [ ] (c) Undecided [ ] (e) Disagree [ ] (e) Strongly Disagree [ ].
9. Lack of public relation at Nigeria Brewery plc can diminished the efficiency of the
organization. (a) Strongly Agree [ ] (b) Agree [ ] (c) Undecided [ ] (e) Disagree [
10. Public relation play significant role in the organization. (a) Strongly Agree [ ] (b) Agree
[ ] (c) Undecided [ ] (e) Disagree [ ] (e) Strongly Disagree [ ].
11. PR is not free in the sense that it requires time and effort in making new connections. (a)
Strongly Agree [ ] (b) Agree [ ] (c) Undecided [ ] (e) Disagree [ ] (e) Strongly
Disagree [ ].
45
12. Good public relation depends on organized promotion and achievement of marketing
objectives. (a) Strongly Agree [ ] (b) Agree [ ] (c) Undecided [ ] (e) Disagree [
13. Public relation has significant effect with achievement of marketing objective. (a) Strongly
Agree [ ] (b) Agree [ ] (c) Undecided [ ] (e) Disagree [ ] (e) Strongly
Disagree [ ].
14. Marketing objectives cannot be achieved without public relation. (a) Strongly Agree [ ]
(b) Agree [ ] (c) Undecided [ ] (e) Disagree [ ] (e) Strongly Disagree [ ].
15. There is a significant relationship between public relation and achievement of marketing
objectives. (a) Strongly Agree [ ] (b) Agree [ ] (c) Undecided [ ] (e) Disagree [
46

Chapter One 1.1. Background To The Study

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Chapter One 1.1. Background To The Study

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CHAPTER ONE

1.2. STATEMENT OF PROBLEM

1.3. OBJECTIVE OF THE STUDY

1.4. RESEARCHED QUESTIONS

1.5. SCOPE OF THE STUDY

1.6. LIMITATION OF THE STUDY

1.7. SIGNIFICANCE OF THE STUDY

1.8. HISTORICAL BACKGROUND OF NIGERIAN BREWERY PLC

1.9. DEFINITION OF OPERATIONAL TERMS

2.2.5. Importance of Public Relation

2.4.1. SMART Marketing Objectives

3.4. SAMPLE, SAMPLE SIZE AND SAMPLING TECHNIQUES

Table 4.2.2: Distribution of Respondents Age

Table 4.2.4: Distribution of Respondents Working Experience

4.3. ANALYSIS OF RESEARCH RELATED QUESTIONS

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