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THE ROLE OF PUBLIC RELATIONS IN MARKETING INSURANCE PRODUCTS IN NIGERIA
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MARKETING INSURANCE
ABSTRACT
This research study concentrated on the Role of Public Relations in marketing insurance products in Nigeria.. The problem that necessitated this study were lack of adequate attention given to public relations, poor management of public relations units and failure to appreciate the great value of public relation as an internal marketing communications tool in some insurance companies. The objectives of this study were to examine the role of public relations, main tools of public relations and problems of public relations. To carry out this study effectively and precisely, research questions were formulated; questionnaire and oral interview were the research instruments used in collection of data. The data were presented in table and analyzed using likert scale of ranking and simple percentage responses. From the finding, it was discovered that public relations played many roles in marketing insurance products. The most effective roles among others were building up a good company’s image and providing more product information to customers about products and its services. Also the tolls effectively and used in carrying favourable news about the company, its products and its people and speechless that is, creating products and company publicity by giving talks at sales meetings. The major other problems public Relations activities faced among other were fluctuation of demand by clients, some public relations marketers not being familiar with public relations tools and poor communications relationship between the employees and the company. Among the recommendations were: Insuring that public can be encouraged to increase their demand by making prompt payment of genuine claims which will boost the good images of the company and providing incentives to motivate and encourage public relations marketers, promoting efficiency and professional in carrying out their activities.
TABLE OF CONTENTS
Cover page i
Title page ii
Approval page iii
Dedication iv
Acknowledgment v
Abstract vi
Table of contents vii
CHAPTER ONE
1.1 Background of study 1
1.2 Statement of problem 3
1.3 Objectives of study 4
1.4 Research Question 5
1.5 Research hypothesis 6
1.6 Significance of study 7
1.7 Scope Limitation of the study 8
1.8 Definition of terms 9
References 11
CHAPTER TWO
2.0 REVIEW OF RELATED LITERATURE
2.1 The Concept Of Public Relation 12
2.2 Objective Of Public Relations 16
2.3 Advantages Of Public Relations 17
2.4 Disadvantages Of Public Relations 19
2.5 The Role of Public Relations in the Marketing of
Insurance Products 21
2.6 Public Relations with the Publics 25
2.7 Main Tools Of Public Relation 29
2.8 Problems Affecting Public Relations Activities
Of The Insurance Companies In Nigeria 36
References 39
CHAPTER THREE
3.0 RESEARCH METHODOLOGY
3.1 Research design 40
3.2 Source of data 40
3.3 Population and Sample Size Determination 41
3.3.1 Population of the Study 41
3.3.2 Sample Size and Sampling Techniques 42
3.4 Description of Research Instrument 44
3.5 Validation of the Instrument 45
3.6 Method of Data Presentation and Analysis 45
CHAPTER FOUR
4.0 DATA PRESENTATION AND ANALYSIS
4.1. Presentation Of Bio-Data 48
4.2. The Roles of Public Relations 50
4.3 Main Promotional Tools of Public Relations 54
4.4 Problems Affecting Public Relations Activities of
Insurance Companies 59
4.5 Test Of Hypotheses 65
CHAPTER FIVE
5.0 SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.1. Summary of Research Findings 75
5.2 Conclusion 79
5.3 Recommendations 80
5.4 Suggestion For Further Studies 83
Bibliography 85
Appendix I 89
Appendix II 88
