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THE USE OF PUBLIC RELATIONS AS A MEANS OF FOSTERING MUTUAL UNDERSTANDING BETWEEN AN ORGANIZATION AND ITS PUBLICS

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CHAPTER ONE
1.1     INTRODUCTION
          Basically, public relations as a means of maintaining indisputable goodwill between an organization and its publics, taking the feelings of publics into consideration. Public relations refer to as image maker. This can be defined by ensuring the mutual understanding between an organization and its publics.
          Public relations is the practice of managing the spread of information between an organization or individual (such as a business, government agency or a non profit organization) and the public.
          Public relations may include an organization or individual gaining exposure to their audience, using topics of public interest and news items that do not require direct payment. This differentiates it from advertising as a form of marketing communications. The aim of public relation is to inform the public, prospective customers, investors, partners, employees and other stakeholders, ultimately persuading them to maintain a ultimately persuading them to maintain a certain ,  leadership, product or of political decisions.
          According to international public relations association (IPRA) defined public relations as “a management functions of continuing and planned character through which public and private organization and institutions seek to win and retain the understanding sympathy concern by evaluating public opinion wide spread  productivity, cooperation and efficient fulfillment of their common interest”.
          In the book of Jefkin (1982) notes that image in public relations is a correct impression. Such impression or perception about an organization can be realized through certain features to enhance the good performance of an organization. These features must be carefully planned and monitor to achieve favourable image for an organisation.
          There are four basic responsibilities of features of public relations, and they are coordinating, communicating, counseling and cooperate commitment. The essence of public relations is the related responsibilities has the importance topic to influence the formation of favourable image for an organisation.
          More so, favourable image of an organization is achieved through good performance and cultivation of good habits, which must be sustainable. It cannot be done under pressure buy command or by any means or activity, which is not rooted but must be conscious, deliberate, planned and sustained.

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