IMPACT OF PUBLIC RELATIONS IN BUILDING CORPORATE IMAGE AND CUSTOMERS SATISFACTION (A STUDY LAGOS STATE UNIVERSITY OJO, LAGOS)

ABSTRACT The study: Impact of Public Relations in Building Corporate Image and Customers’ Satisfaction. A study of Lagos State University Ojo, Lagos was set out to investigate how public relations can be used to build and sustain the corporate image. Consequently, the researcher employed the survey research method to investigate. Findings revealed that public relations can build and sustain Lagos State University corporate image, although Lagos State University has not recognized other public relations strategies but is confine to customer relations services. It further shows that, the Lagos State University has not really involved in community relations services. As a result, the community members could not appreciate the kind of relationship that exists between the agency and its host community. Based on these findings, the study concludes that for public relations to be very effective in building and sustaining Lagos State University corporate image, the bureau should embark on different programmes, knowing that image building is not a product of just one good action but a totality of good practices put forth by an organization. It finally recommends among others that the agency should accord greater recognition of public relations by establishing an in-house department with qualify professional staff who would ensure efficiency in initiating and executing tactical public relations programmes that will give surety to the bureau’s image. Also opinion research should be constantly carried out to understand the publics’ perception of the bureau and to evaluate the efficacy of the existing programmes which will help the bureau or to either maintain or change its programmes Keywords: Public Relation, Corporate Image, Customers’ Satisfaction