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A COMPARATIVE ANALYSIS ON PUBLIC RELATIONS STRATEGIES OF PABOD BREWERIES AND COCA COLA
This study focus more on comparative analysis on public relations strategies of PABOD breweries and Coca Cola. This study aim to examine the influence of strategic communication adopted by Pabod Breweries and Coca Cola.The research design for this study was a survey design and the research instrument used for the study was questionnaire. Questionnaire, interview and documentation methodology was employed in analyzing the assembled data in order to produce meaningful information. The data was carefully analyzed and it was discovered that the influence of strategic communication adopted by PABOD Breweries and Coca-Cola and organizational performance is positive. The study further recommends organizations to adopt an effective communication approach to the public to manage crises and relate information. Organizations in Nigeria should develop a standard of public relation to enhance their performance and earn good reputation from the public, the important of this cannot be over stated as communication is the major source of sharing information and feedback.
Public relations (PR)is a multifaceted activity involving different audiences as well as different types of organizations, all with different goals and objectives. As a result, there are several specific vital areas of public relations that cannot be ignored.
Effective PR should involve press relations. For on-going and routine assistance, a company is well served by engaging the services of an experienced free-lance writer with an extensive journalism background now specializing in helping companies "tell their story." Such individuals, very often one-person operations, have wide contacts and know not only how to prepare but also how to get materials placed with the right media. If a large campaign looms ahead, such consultants are also the ideal contact for selecting the right firm for a major campaign. (Newsom, Doug, and Jim Haynes. 2006)
This work will look at the approaches used by PABOD and Coca-Cola to
Actualizing effective PR.
Public relation strategies of Coca Cola and PABOD have been perceived to be impressive so far. Taking from their effort to immediately tackle the company’s affairs using PR.
Taking a look at each company of consideration, in PABOD LTD., public relations and marketing are closely utilized when it comes to promoting their product or service. PR is utilized as an important role in new product introductions by creating awareness, differentiating one product from other similar products, and even controlling and changing consumer behavior. They utilize television and print media services more effectively, with relatively lesser focus on social media. (Nucifora, Alf 2010)
Comparatively, Coca-Cola takes advantage of PR in new products by staging a variety of special events and handling sensitive situations both offline and online. The use of social media has not been excluded considering the fact that Coca-cola is an international establishment and the product is on high demand across the globe. Coca-Cola understands that Effective PR requires a knowledge based on analysis and understanding of all the factors that influence public attitudes toward the organization. While a specific public relations project or campaign may be undertaken proactively or reactively (to manage some sort of image crisis). The first basic step in either case involves analysis and research to identify all the relevant factors of the situation. The organization gains an understanding of its various constituencies and the key factors that are influencing their perceptions of PR. (Treadwell, Donald, and Jill B. Treadwell, 2005)
1.2 STATEMENT OF THE PROBLEM
It can be noted that public relation is not just about promotion and sales of product, but also includes feedbacks from consumer satisfaction and community development.Despite all thecompanies’ efforts however In Nigeria, it is not uncommon to hear consumers complain of not getting value for their money when they buy a product. Complains such as Coca-Cola products are sugary or PABOD beer has bad taste. To give credence tothe above, a comparison of imported Coca Cola from even South Africa with the one produced in Nigeria shows a wide gap in quality bothin physical out look and content in favour of the South African one.
Also a visit to some of the plants in Nigeria tend to confirm that theissue of respect for human dignity is absolutely lacking. People workon the production line without adequate provisions made for theirsafety. The focus of the company has been on the liquid content asagainst the total product. Above all, more than 80% of the workforceof the company are casuals without any provision for the security oftheir life while doing the job.
1.3 AIM AND OBJECTIVES
- To examine the influence of strategic communication adopted by Pabod Breweries and Coca Cola and organizational performance?
- To analyse community relations strategy adopted by Pabod Breweries and Coca Cola according to their organizational performance
- To evaluate crisis management strategy adopted by Pabod Breweries and Coca Cola and organizational performance?
- What is the influence of strategic communication adopted by Pabod Breweries and Coca Cola and organizational performance?
- What is the community relations strategy adopted by Pabod Breweries and Coca Cola according to organizational performance?
- What is the crisis management strategy adopted by Pabod Breweries and Coca Cola and organizational performance?
1.4 RESEARCH QUESTIONS
1.5 SIGNIFICANCE OF THE STUDY
The significance of this study can be viewed from the following perspectives.
2 This study is significant in the sense that its finding would serve as a base and framework for future researchers to carry out further studies in the field of knowledge under study.
3 The outcome of this research is hoped to be of immense use to students of management since it contains information on how to improve and attained marketing objectives of the organization under study.
4. The significance of this study would include all those who would benefit from and use the information from the study like researchers or students of organizational behaviour, performance management, productivity, human resources and business administration.
1.6 SCOPE OF STUDY
A study of this nature ought to be carried out in all companies in Nigeria. However, given the limitations experienced by researchers all over the world as part of research experience in terms of content coverage, the scope of this study is delimited to a Comparative Analysis on Public Relations Strategies of PABOD Breweries and Coca Cola.
1.7 OPERATIONAL DEFINITION OF TERMS
The following salient concepts have been conceptually defined for the study.
James (1990), defined communication as the channels and visual aids against enemy or unfriendly, interception for intelligence purpose. It is the medium through which relationship are established, extended and maintained.
Nwosu (1996) defined crisis as an unstable situation of extreme danger or difficulty. Any life can take on crisis proportion, if it is experienced as sudden intense unexpected, it is also emotionally.
Black (1991), defined crisis management as the process by which organization deals with any major unpredictable event that threatens to harm the organization, it is responding to unforeseen circumstance with no time to plan ahead.
Weihrich (1994), opted management as the process of designing and maintaining an environment in which individual working together in groups efficiently accomplish selected aims through planning, organizing, staffing, leading and controlling.
Frank (1987), also defined public relations as the forms of planned communication outward or inward between an organization and it’s public for the purpose of achieving specific objective concerning mutual understanding.