IMPACTS OF MARKETING PUBLIC RELATIONS ON MANUFACTURING ORGANISATIONS' PERFORMANCE IN NIGERIA

Abstract

The world is an interdependent place where no one, organisation or society can survive on his or her own without having to relate with others. There are different types of communication tool (internal memorandum, open forum, press release etc.) through which organisations relate with their publics to boost their image and reputation, and also increase their sale which is the major goal of marketing in any organisation. One of the most common and effective of these tools is Public Relations (PR) which is wielded by marketers to increase organisations' sales and at the same time maintain a good relationship with their stakeholders. In this age, where many organisations are taking the advantage of the internet and the new media to achieve better performance, Public Relations as a management function and tool is not only being used by the management to create and maintain mutual understanding between itself and other internal publics to ensure smooth circulation of information and communication to enhance better performance, but it has also become a tool in the hands of marketers of manufacturing organisations to target all the organisations stakeholders in marketing perspective and consumer-orientation to achieve the goals and objectives of marketing which is majorly to increase sales of such manufacturing organisation.