The Role And Extent Of Public Relations In A Company (a Case Study Of Premier Breweries Onitsha)

The aim of this research was to find out what role and to what extent the public relations department of Premier Breweries Ltd Onitsha would play in trying to improve and maintain a good and cordial relationship between the organization and its internal and external publics through image promotion. The aim of every promotion in an organization as well as making the publics understand the importance of that organization. This falls in the folds of PR department of Premier Breweries Onitsha, makers of Premier lager beer, Master larger beer and malt. It carried out this important role in order to meet the organization objectives. The purpose of the study was to prove or disprove this assertion about the organization using three communities-Onitsha, Oko and Nkpor. These communities were for its external publics interviews were used for the public relations department. Research questions were raised to prove or disprove findings. Finally, after findings have been made, the research suggested and recommended some solutions on how to ratify the problems facing the public relations department of the organization in carrying out its image promotional programmes.

Sam Lack (1962:62) asserts that public relations involve anything that is focused, improving and enhancing the flow of communication between institution and its publics.