Effect of Using Improved Public Relations Strategy and Management in the Performance of a Company - Research Proposal Example

Running head: RESEARCH PROPOSAL Public relations strategy and management Name Institution Instructor’s name Subject Chapter one Introduction This chapter seeks to discuss the background of the study in question, statement of the problem, the significance of the study, and the scope of the study. The background of the study gives the development of public relations and the realization that this public relation is a necessity in modern institutions strategy and management. Background to the study The process of industrialization did not start the other day because we can trace it back to continental Europe where discoveries leading to mass production are evident through the development of manufacturing industries and other related firms. These developments did attract many to migrate into cities seeking for employment in factories in order to better their living standards. Thus, bringing together populations in the industries increasing the need for proper management and supervision of among workers in order enhance continuous production and promote good relation among people of different backgrounds. Many countries are encouraging companies within their jurisdiction to embrace training programs that will have a great influence on the way they conduct their public relations. In addition, companies have to establish rules that will govern workers at the work place and stipulate the role leaders in such institutions this will enable them to progress without many breakdowns and straining during production. Statement of the problem Good relations among workers are a necessity in healthy production and a friendly environment is even better in making workers more comfortable, thus, enhancing their performance. However, to have such relations it is necessary that both the workers and the management establish perfect working relationship that enable them to communicate effectively during any emergent issues. In addition it is the role of the management to enhance this by ensuring that they establish a public relation department that will enhance healthy relations among the working force. However, not many organisations have this department and if it is present many do not make use of it in the appropriate way. Thus, the many cases of indiscipline among workers and constant strikes are a demonstration of failure in this department. According to (Armstrong, 2001) discipline is a necessity in the achievement of organisation goals. Therefore employees should be aware rules and regulation within the institution and the management should make use of public relations strategy and management to improve on production. Objective of the study The purpose of this study is to determine the effect of using improved public relations strategy and management in the performance of a company. Specific objectives The research will focus on the following objective in order to realise the main objective of the research. 1. To identify major problems facing institutions that do not have a public relation department 2. The establish the significance the department in the management of such problems 3. To come up with ways to improve public relations strategy and management in institutions The significance of the study The study will seek to establish the relationship between good relations among workers and performance. It will assess the management within particular companies that have had an incidence such as workers holding a demonstration or indiscipline among the working force. This information will helpful in advising the management on the significance of establishing such a department in their institutions and making use of improved public relation strategies. In addition the study will point out the need for encouraging in-service training programs on public relations strategy and management for leaders to enhance good relation and subsequent production within companies. Similarly this information will help the government and interested institutions in the formulation of rules and regulations that will govern the establishment of related institutions in managing such issues. The limitation and of the study While conducting the research there are problems that are likely to interfere with and affect the quality of the findings these include failure to complete the questionnaires because it limited access to many employees during their working time. Secondly it may be difficult to access the top management due to their busy schedule or possible avoidance by the management. Thirdly employees may not give accurate information for fear intimidation they may feel that they are betraying their employer they may also fear losing their employment if the company management is to blame for constant incidences. Finally time for conducting the research may not be enough because the management of the companies that the research will cover affect the schedule as they will determine the researcher’s access to the institutions. Therefore, as we embark on the research it is necessary to communicate with the target institutions in order to have a good working schedule. Scope of the study This study will only cover a few institutions including companies that have recently experienced such challenges as strikes, go-slow, and indiscipline among their working force. Additionally, the study will involve another successful company that has a well established public relations department and examine the role of the department in enhancing good relations and performance. Since the process will be quite involving it will require a lot of time particularly during the peak season in production. Justification of the study There are several reasons for choosing this area of study these includes the need to establish good relations among the working force in order to improve on production in companies that involve a high number of workers. Additionally, there are number of research in this area that end up raising concern in the area over issues such defining public relations and applying the same in the actual context. This research will help in identifying and eliminating such controversy however it may incline more on improving the application of public relation strategy and management in enhancing healthy relation within the public. Another reason for taking this topic is the raising cases of poor working relation among many institutions some of which have a well established public relation department. The research will seek to establish the main causes of the strains among the working force and evaluate the credibility of the public relation departments in these institutions. Additionally, public institutions are attracting a lot of attention on the same thus raising the need to conduct such a research in order to provide the management with necessary correction measures that will in turn facilitate better relations at the place of work. Chapter two This chapter will discuss the literature review which is the contribution of other writers on the same field of study. Literature review on public relation strategy and management According to (Oliver, 2007) there are many indications that point to the raising concern and the need for establishing and making good use of public relation department within many institutions. Current issues at the work place and the need to develop healthy working relations at the workplace are among these indicators. The author argues that many institutions are investing heavily in this area while many more opt to train their workforce on the same with the intentions of improving their public relations. This is a clear indication that organisations value the role of public relations in their institutions to make them better places. Oliver makes use of several theories to point out and explain the contribution of public relations towards improving the working environment within organizations. The theories also point out the role of public relation in the modern world economy and its significance in enhancing the achievement of organisational objectives. In addition, they enhance the organizations credibility as well as elevating production and the existence of such firms. Thus, creating awareness among many organisations on the need to establish and strengthen such departments. The author argues that establishing and sustaining public relations is a way of promoting the intangible assets of a company this in turn raises the goodwill of the firm. Similarly, this will improve the image of the organisation to the public making it more competitive. According to (Thompson, 1995) definition a strategy refers to a plan that helps in achieving the goals and objectives of a company therefore; a strategy is a way of realising an organisation’s dreams by the management in conjunction with the other stakeholders. Similarly, according (Bennet, 1996) a strategy refers to what an institution adopts while trying to make its ends meet. Additionally these are the strategic measures that stakeholders in a company establish and implement in order to realise the ultimate goals of their institutions. Additionally, (Mintzberg, 1998) defines strategy as a strategic overview of how a particular firm plans to undertake and shape its future for the better. All definitions above point to a plan set up by any organisation the enable it stick it objectives within the stipulated time frame. Therefore the need for improving on public relation strategy and management becomes more evident. When tackling public relations it is important to look at such theories as relationship theories such as system theories, situational theories that will help in conflict resolution within institutions (Oliver, 2007). These reveal that public relation is all about dealing with people and who are prone to conflicts every day. It also necessitates the justification of the study because we have to find ways of improving production and maintaining good relations to the real producers. In addition, the authors argues that public relations will help in laying better strategies by studying and being able to control the behaviour of the working force and influencing it i a positive manner. The other category of publics relation theory include the theories of cognitive and behaviour (Oliver, 2007). Such include the social exchange theory that seeks to determine the effect of reward on people behaviour. The diffusion theory that explain the five steps that people go through before integrating a desirable behaviour (creating awareness, developing the interest, evaluation, trial, and finally adopting it) all these try to explain how management can influence the working force for the better (Oliver, 2007). Thus, effective use of public relations strategy and management could enhance the adoption of desirable behaviours among workers. Finally, there are the theories of mass communication that enhance the flow of information to the right people and in the right manner they include agenda-setting theory and gratification theory. These try to explain that people usually act on see and hear in order to determine their next move as well as basing their levels of satisfaction. There are several issues that may influence the relationship of workers that may result to ethical issues this include the work environment, workload, time, supervision, organisational climate, authority, and clarity in the distribution of responsibility (Armstrong, Hand book of Human Resource Management (8Th edition), 2001). Such may lead to frustration if their design is not adequate. From the above issues may arise due to poor relations from supervisor’s failure to perform their role according to the rules of the organisation this will result to communication failure. Additionally, poor working condition could also contribute to such situations and thus strain the public relations at the place of work. On the other hand assigning excessive work could also lead to poor relations among workers. Furthermore the working environment can also influence the relationship between the management and the junior workers. Thus, it is necessary that this research finds out the level of satisfaction among workers over the present public relations institutions and their efficiency in executing their role in enhancing good relations. This will help in determining the need to improve on the same by involving workers in coming up with the best strategies. In addition the move will make workers more responsive to the new discoveries because they will be part of the founders. The time limit to carry out this research depends on the sample size and the willingness of these institutions to cooperate during the exercise. Chapter three Research methodology This section will look at the research design, target population, sampling design and procedure and data collection instrument, reliability and validity of the research interments as well as discussing the procedure of analyzing data. The study will use a case study as the research design this will help in addressing the main objectives by looking at specific companies. Additionally it will give the chances of making observations, and evaluating the variables in the study. The purpose of using a case study is to enable the researcher to make use the whole population of the sample size. This will also help in making valid generalisation because the study will cover two sets of firms that exhibit different sets of results. The target population will the entire workforce starting from the top management to the lowest category in the two institutions. Data sampling The mode of data design and sampling will be stratified random sampling because the target group has division within the ranks. This method will help reveal the existence of any deviant behaviour and thus help in making a generalization. In addition the method will use qualitative analysis as it uses statistical method to collect information. The method will enhance accuracy by ensuring that at least a sample of each category responds to these measures. Besides making general observations during the research and collecting data this research will develop questionnaires for the sample group. After delivering them, and filling by the sample group the collection will progress at the end of the session on the same day or the following day. The use of closed ended questionnaires will prevent irrelevance in their response while the open ended will allow more freedom to the sample to express their feeling freely. This design will try to enhance confidentiality and avoid creating conflicts within the institutions. To enhance validity of the research the expert will help in designing all necessary tools. They will also help in administering them assessing also checking the relevance the research objectives. After the field work data analysis will commence this will involve checking the filling of the questionnaires and using qualitative analysis in providing the necessary interpretations. References Armstrong. (1999). A Handbook of Human Resource Management (7thedition). United kingdom: Kogan Page. Armstrong. (2001). Hand book of Human Resource Management (8Th edition). United kingdom: Kogan Page. Bennet, R. (1996). Corporate strategy and business planning. Pitman publishing. Bergh, D. D. (2009). Research Methodology in Strategy and Management, v. 5. JAI Press. Edward. (2002). Discipline towards trust and self discipline (3rd edition). United Kingdom : Oxford Black Well. G.A, C. (2002). Personnel And Human Resource Management (5th edition). United Kingdom.: Kogan Page. Henn, M. W. (2005). A short introduction to social research. SAGE. Kothari, C. (2002). Research Methodology, (2nd Edition). New Delhi: Wishwa Prakashahn. Kothari, D. (2008). Research Methodology : Methods And Techniques. New Age International (P) Ltd. Kumar, R. (2005). Research methodology: a step-by-step guide for beginners. sage. Mintzberg. (1998). The strategy process. New York: Prentice hall. Oliver, S. (2007). Public Relations Strategy. Kogan Page. Thompson, J. (1995). The media and modernity: a social theory of the media. Stanford University Press. Torrington .Hall.C &Taylor. (2005). .Human resource management, (6th Edition). United Kingdom: Prentice Hall. Read More