ASSESSMENT OF PUBLIC RELATIONS STRATEGIES ON ORGANIZATIONAL PERFORMANCE: A STUDY OF DANGOTE CEMENT COMPANY OBAJANA.

The study is an assessment of Public Relations Strategies on Organizational Performance. The research adopts a survey research using both quantitative and qualitative approaches. The population of the study was staff of Dangote Cement Company Obaja. Reponses from four hundred (400) employees where analysed. The data collected was analysed using regression analysis. Findings of the study reveal that public relations strategies (consumer relations, employee relations, community relations and media relations) have positive effect on organizational performance. The research concluded that Public Relations strategies have positive effect on organizational performance. The study recommends that Dangote Cement Company should look at the relationship between the management and the employees to ensure effective organisational performance especially in the areas of sales of products through advert on television, radio, magazines; adding value to its product as a priority; and to enhanced speed of service delivery. Attention should also be given in the areas of consumer complaints and sales promotion to stimulate patronage by consumers during festive periods. The company should ensure the sustainability of its improved and effective community relations strategies to ensure organisational performance. Also provision of incentive to media houses for favourable news about the Company should be enhanced to enable effective organisational performance in Dangote Cement Company.