THE EFFECTIVE PUBLIC RELATION AS AN INSTRUMENT FOR THE ACHIEVEMENT OF ORGANIZATIONAL OBJECTIVE (CASE STUDY OF ASHAKA CEMENT)

CHAPTER ONE
INTRODUCTION
1.1 BACKGROUD OF THE STUDY
The reason for Ashaka cement striving to improve their profitability are obvious and varied. In this era of competitions, there is need for organizations, Ashaka cements business enterprises churches, clubs etc. to evolve procedures to improve their performance to the benefits of their consumers and knowing fully well that times have change and also the creams of customers. For Ashaka cements the need as more pronounced especially when they are faced with what we call institution and inter Ashaka cement competition, which a times head to the declining profit margin of many Ashaka cements consequent upon some factors as inflation and tight money supply measures of the permanent. The needs for competitions among Ashaka cements and other public relations programs geared towards building good corporate image for their respective Ashaka cements. Nigeria Ashaka cements have recognized that effective public relations have become the integrating force which interprets their environment to the Ashaka cement management, defines objective and building good will through good deeds. In furtherance of these objectives, many Ashaka cements in Nigeria have introduced extra incentive such as credit cards, weekend Ashaka cementing organization all in attempt to provide exceptional services for their customers and to retain old customers, attract potential depositors and win public understanding. These Ashaka cements adopting to change trends by creating effective public relations department as a tool to boost cooperate image are currently experiencing increases.
1.2 STATEMENT OF THE STUDY
Research is carried out to identify and solve a problem hence the identification of these problems gives direction to the research work. In this case, the problems centers on how public relations unit functions effectively in the Ashaka cementing sector of the economic and further discuss how public relation unit have helped to improve Ashaka cements profitability with special emphasis on the Ashaka cement Gombe state.
1.3 PURPOSE OF THE STUDY
The study is to properly ascertain how public relations which is an innovation in the Ashaka cementing sector improves Ashaka cement profitability.
To find out how public relations in Ashaka cements can be used in improving contact with this associate institute of Ashaka cementers, trade unions business community government policies and employees.
To find out how Ashaka cement Public relations department function effectively. To make recommendations on public relations activities in commercial Ashaka cements based on research finding in Ashaka cement and public relation Department.
1.4RESEARCH QUESTION
1. Is the public relations department of the ASHAKA CEMENT able to improve effectively in its profitability.
2. Is the public relation department of the ASHAKA CEMENT been able to promote their services to the development of the nation’s economy.
3. Are you satisfied with the services of the public relations department of the ASHAKA CEMENT
4. Is the public relation department of the ASHAKA CEMENT portraying the good image of the Ashaka cement.
1.5 SIGNIFICANCE OF THE STUDY
This research work is aimed at offering an insight into the impact of public relations in commercial Ashaka cementing so as to reveal its pitfalls and success. The insight question can be used to make useful inference on the performance of public relations programs in commercial Ashaka cement, merchant Ashaka cement and public Ashaka cement (CBN) Investigating the operation problems of the public relations in Ashaka cements will sensitize policy, made to work out remedies for improving the efficiency and effectiveness of the Ashaka cement image making department.

1.6 DELIMITATION OF THE STUDY
The study is intended to bring to light the effective public relations as an instrument for achievement of organization objective in ashaka cement factory. Therefore it i limited my research to the information i was able to gather from ashaka cement factory, funakaye Gombe state
1.7 DEFINITION OF TERMS
PUBLIC RELETION :-(PR) helps build and maintain positive public image of your business to the public. Public relations is the practice of managing and disseminating information from an individual or an organization to the public in order to affect their public perception
ACHIEVEMENT :- is something that is accomplished, particularly by great effort, courage or special skill.
ORGANIZATION OBJECTIVE :-are short and medium -term goals that an organization seeks to accomplish so it might reach its overall strategic goals. Additionally, you must consider various obstacles to objective achievement, including time, institution, financial, and environmental constraints.
ASHAKA CEMENT :-ashaka cement in influencing customers and promoting good will and favorably reputation among its public. Ashaka cement plc is a cement manufacturing company focused on providing creative, qualitative solution to meet the needs of stakeholders.








CHAPTER TWO
LITERATURE REVIEW
2.1 INTRODUCTION
This chapter is a review of related studies to the topic Impact of Public Relations on a corporate organization.
The chapter is organized under the following headings:
Review of concept.
Review of related studies.
Theoretical framework.
Summary.
2.2 REVIEW OF CONCEPTS
2.2.1 THE CONCEPT OF PUBLIC RELATIONS
The most acceptable definition of Public Relations is the definition by the British Institute of Public Relations (IPR) which States that „Public Relation is the deliberate, planned and sustained effort to establish a mutual understanding between an organization and its publics‟.
In public relations, we refer to “Publics” rather than to the general public‟ and some dictionary definitions may be misleading.
This is so because PR massages, unlike advertising, are addressed to specific groups of people or special sections of the general public (audience). These publics may be referred to as members of the local community, employees, investors, electors, donors, distributors or various kinds of consumers and users, according to the type of organization. These groups can be subdivided into even more specialized groups e.g. a company has many grades of staff. When we consider that PR is undertaken by every organization, commercial or noncommercial and in both public and private sectors, the identification of publics and the use of different techniques to reach them, becomes a very important aspect of campaign planning. Public Relations is used in different ways by various individuals to educate people on the profession. It has also been compared with many management courses. This makes PR an entity of its own
ROLE OF PUBLIC RELATIONS
Public Relations is a management function. It is placed under the director general in government establishment or the chief executive in the private sector and the public relations officer is always a member of the board of management and takes part in decision-making. The most important requirement for a public relations practitioner is to be aware of the political, social and economic environment in which he operates. He should equally consider the conflicts of interest which the majority of his publics suffer.
The conflicting interests are those of the family, the community, government and company. But more often than not, the average Nigerian is a victim of divided loyalty and lacks identification with the government or private employer using his services. These responsibilities vary in degree in different organizations as follows:
The public relations man helps the management to evaluate and interpret the opinions, attitude and aspirations of the various publics and the internal and external activities of the organization.

    Date: 2026-08-06 00:00:00.000000