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Impact Of Public Relations On A Corporate Organisation
[A STUDY OF FIRST BANK OF NIGERIA PLC ENUGU ZONAL HEADQUARTERS]
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CHAPTER ONE
INTRODUCTION
Background of the study
For
proper perception and understanding of this work, it will be wise to
trace the historical background of the bank under study which is First
Bank of Nigeria Limited in line with background of Public Relations.
According
to Edward Louis Bernays, Public Relations is “Practically as old as
societyâ€. Patrick Jackson, a publisher of the Public Relations society
of America (PRSA) asserts that Public Relations arose from the basic
need of building and improving human relationship which existed
immediately God created Adam and Eve. The concept of Public Relations
has been with man. The creation of Public Relations between the creator
and the creature both bought harmony and understanding in their
relationship. Public Relations, however, existed during the days of
Moses. Moses was a stutter and needed someone who would convey message
to the Israelites on his behalf. Aaron, his brother was appointed;
therefore, he was a link between the Israelites and Moses. From the
biblical perspective, Aaron was a public relations officer. Thus, public
relations has been practiced, even if only amateurish, since the
beginning of mankind.
In ancient societies, human communication was
limited by space and time. Due to the absence of modern technology,
majority of the people lived simple lives in farms and small settlement.
Therefore, communication flow in the olden days was primarily personal.
The potentials and application of Public Relations increased as
societies became more urbanised, civilized and complex. As population
increased, so did the need problems of Public Relations.
Public
Relations as a paid profession began in 1900, when the first public
relations agency, the publicity Bureau, was founded. Ivy Lee and Edward
Bernays, who are both 14
referred to as the father of Public
Relations, helped etablish the field as a professional practice in the
United State. Arthur W. page is considered the father of corporate
Public Relations. The field became more established after world war 11,
in part due to talent from war-time publicity efforts moving into the
private sector. Trade associations, industry publications and academic
journals were developed. Some of today‟s largest Public Relations
agencies were founded in the 1950s and began competing globally in
Europe and Asia in the beginning in the 60s and 70s.
The 1900s were
marked by „explosive growth‟ for the Public Relations field- Internet
technologist and social media changes public relations tactics, agencies
consolidated and new specialties were introduced such as investors
relations and community relations.
Public Relations practice in
Nigeria was introduced from Britain through the vehicle of colonialism.
The introduction of Public Relations practice in Nigeria was done
through the initiatives of the colonial government and its obedient
servants. Being an adjact of Journalism, Public Relations became an
important element in public communication in the colonial days. The
pioneers were non-natives. Many of the existing newspapers were already
enjoying patronage of the people and those in government. The government
felt the need for another branch of communication which would convey
subtly, its feelings to the people without really going through the
rigours of mental composition of communication acts. During the Second
World War (1940), the government urged for more channels of
communication which became more pronounced, especially the need to
present and analyse information about the war.
This eventually led
the government to establish an office of information where correct
information about the war efforts was sent out to people through the
wireless.
This was in January 1, 1944. Later in 1944, this
information office was changed to Public Relations office to really make
its functions strictly tailored towards image making and creating
favourable impressions about the war itself. The Public Relations office
began to 15
play a role which served the Nigerian press and their
consumers tremendously. It placed its information facilities at their
disposal and provided them with photographs on the prosecution of the
war. Two Nigerian newspapers, the West Africa Pilot and Daily Service
wrote edition on this development calling for the setting up of a
permanent Public Relations office as early as the early forties. It was
this Public Relations outfit set up by the colonial government that
metamorphosed into the Federal Information Service in 1950.
In 1963,
the Nigerian Institution of Public Relation s (NIPR) was established as
a regulatory body for Public Relations practice in Nigeria.
Background of First Bank plc.
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ABSRACT - [ Total Page(s): 1 ]This work is aimed at looking into the impact of public relations in First Bank of Nigeria PLC Enugu Zonal Headquarters. First Bank is a corporate organisation with network of branches. Public Relations role in First Bank of Nigeria PLC cannot be over emphasized because the services of First Bank must satisfy the aspirations of its publics. This research identifies how public relations can help in maintaining high acceptable corporate identity, corporate image and corporate communication in Firs ... Continue reading---
