ROLE OF PUBLIC RELATIONS IN A CORPORATE ORGANISATION (A STUDY OF NIGERIA BOTTLING COMPANY, IBADAN )

This paper sought to clarify “The role of public relations in a corporate organization, Using Nigeria Bottling Company, Ibadan as a study area”. The results show that, in contributing to decision-making processes, Public relation in a corporate organization underline competencies more than skills and personal attributes. The study also indicates that the expertise of Public relation is in part also built on personal attributes such as being focused on interaction and being tolerant for criticism, and that these add to the skills and competencies specific for Public relation. Business understanding was acknowledged to be the most important corporate organization, whereas the understanding of organizational environments as well as communication processes and contents were also underlined. A deep understanding of business and management is essential for Public relation when working with organizational plans, actions and strategies, and eventually to increasing the value of the Public relation function for an organization.