SUBMITTED BY:

 M. ASADULLAH SHAHID (2193387)

 M. NADIR NAEEM (2193283)
 M. HARIS AFZAAL BUTT (2193341)
 ZOHAIB ZAHID (2193284)

SUBMITTED TO:
MA’AM AMBER JAVAID
 TABLE OF CONTENT

 INTRODUCTION
 BACKGROUND OF THE STUDY
 STATEMENT OF THE PROBLEM
 OBJECTIVES OF THE STUDY
 SCOPE OF THE STUDY
 RESEARCH QUESTION
 HYPOTHESIS
 ASSUMPTIONS
 LITERATURE REVIEW
 RESEARCH METHOD
 SUMMARY OF FINDINGS
 RECOMMENDATION
 CONCLUSION
 SUGGESTION FOR FURTHER RESEARCH
EFFECT OF GOOD PUBLIC RELATION AND ORGANIZED
PROMOTION ON THE ACHIEVEMENT OF MARKETING
OBJECTIVE

ABSTRACT

            Definition of public Relation is a deliberate, planned and sustained effort to

establish and maintain mutual understanding between organization and its
environment. Promotion is one of the four manager variable with which the
marketing manager communicates information between the sellers and buyers in
order to change the attitude and behavior of both parties.
This study aims at identifying the variable that inhabits the achievements of
marketing objectives of firms and organization.  By so doing the researcher desired
to investigate the effect of good public relations and promotions of companies
using Pakistan PLC, as case study.
The Researcher used simple random sampling and stratified sampling technique in
selling her sample.  The two major instruments of data collection adopted for
the study are questionnaire and structured Oral interview.  It was discovered from
the finding made that.
 Pakistan PLC acknowledge the positive impact of good public relations and
promotions on their staff performance and organizational out-put
 The improvement in their volume and revenue is as result of organized
public relations strategies and promotion techniques.
 Public relation and adequate promotional tools are not usually exclusive
rather they tend to complement one another to achieve better result. 
From the above discovering made the researchers deduced some recommendations
which include:
 There is need for a more motivational system of public relation and market
promotions to enhance productively and sales volume of the marketing
companies.
  The print media should be combined with the electronic media in other to
yield better productivity.
 A good public and promotional strategy must be sustained through research. 
Well-managed feedback transparent honesty and truthful information.
 The management of Pakistan PLC should endeavor to adopt effective
promotional strategy and public Relations to enhance their market strength
win testing the hypothesis, statistical coefficient (superman) correlation ship
was used at the end of the analysis the null hypothesis (H.O) falls within the
region of the rejection while the alternative hypothesis (HA) fall  within the
region of acceptance.

INTRODUCTION

BACKGROUND OF THE STUDY

            In the recent past, public relations were regarded as publicity, but
currently.  Publicity is regarded as one of the tools of public relation.  This
is because of the vital roles public relations are performing in the society now
which among others involves a relation of public attitude.
            Identification of the policies and procedures of an organization or
individual with respect or individual with respect to attitudes.  Values,
comprehensive functions and medium of creating awareness.  Public relations also 
determines the activities to be executed in order to improve or maintain those
candidate treasures taken by an individual or an organization to maintain the good
image of the organization and to keep a cordial relationship  with its environment. 
This could be done through welfare packages, advertising, publicity or adequate
promotions and marketing strategy.  A manager can afford this bearing in mind
that the analysis of friends implies the application of research techniques before
planning a programme that any attempt to present a biased information on the
activity of the company or potency of their products  which is not based on truth
and honesty purpose will  yield unfavorable result to the image of the
organization.  He should also bear in mind that the successful implementation of
product cannot be done haphazardly or carelessly.  This is invoice of the fact that
marketing as a process  of planning and execution of conception, promotion and
distribution of ideals, goods and services through a good public relation in order to
create exchange that satisfy individual and organizational  objectives.  Is as old as
the inception of buying and selling.
            Arise when at least one party to potential exchange, gives through to the
objectives demand means of achieving  desired responses from other parties.
            This desire with good foresight has led to an advanced philosophy of
modern marketing calls for more than developing a good product or service,
moderate and attractive price or making the product accessible to targeted
customers through advanced public relation strategies.  In the dispensation, the
company should design good disseminate information about the products or
services existence features and arms, and how this will benefit the market.  Every
organization performs the role of communication market and promoter.  These
service more often are done through the hiring of sales forces and good strategy (to
carry out persuasive messages) Advertising agencies to develop sales campaign
and public relations firms to enhance the.

INTRODUCTION

Public relations determines the activities to be executed in order to improve or

maintain those candidate treasures taken by an individual or an organization to
maintain the good  image of the organization and to keep a relationship with its
environment.  This could be done through welfare packages, advertising, publicity
or adequate promotions and marketing strategy.  A manger can afford this bearing
in mind that the analysis offernels implies the application of research techniques
before planning a programme that any attempt to present a biased information on
the activity of the company or potency of their products which is not based on truth
and honesty purpose will yield unfavorable result to the image of the organization. 
He should also bear in mind that the successful implementation of product cannot
be done haphazardly or carelessly.  This is invoice of the fact that marketing as a
process  of planning and execution of conception, promotion and distribution of
ideas, good and services through a good  public relations in order to create
exchange that satisfy  individual and organizational objectives.  Is as old as the
inception of buying and selling.
            Arise when at least one party to potential exchange, gives through to the
objectives demand means of achieving desire responses from other parties.
            This desire with good foresight has led to an advanced philosophy of
modern marketing calls for more than developing a food product or service
moderate and attractive price or making the product accessible to targeted
customers through advanced public relation strategies.  In this dispensation, the
company should  design good disseminate information about the product or
services existence features and arms, and how this will benefit the market.  Every
organization performs the role of communication market and promoter.  These
service more often are done through the hiring of sales force and good strategy (to
carry out persuasive messages) advertising agencies to develop sales campaign and
public relations firms to enhance the company’s image customers confidence are
built through effective communication and promotion tools.  Promotion is one of
the four major variables with  which the marketing manager communicates
information between seller and a buyer in order to change the attitude and
behavour of both parties.  It performs the  role of persuasive influencing and
information.  These three are inter-related because to inform is to persuade and
conversely, a person is persuaded.
            The promotion strategies intrude advertising, sales promotion, personal
selling and public relation.  Among these promotional tools, personal selling public
relations and advertising are perhaps most important since they dominate the major
resources allocation by firm to  promote their products or services.  The
importance of promotion has been out of the fact the physical distance between
producers and customers are increasing and also because the number of potential
customers are growing.  This there fore  means that for there to be  effective
marketing of commodities, promotional strategies must be able to satisfy  the
following objectives Demand  stimulation, information dissemination and
maintenance of stable sales.
            The promotional strategies include advertising, sales promotion, personal
selling and public  relations/publicity.  Among these promotional tools, personal
selling public relations, and advertising are perhaps most important since they
dominate the main resources allocation by firm to promote their products or
service.  The importance of promotion has been out of the fact the physical
distance has  been out of the fact the physical distance between producers and
customers are increasing and also because the number of potential customers are
growing.  This therefore means that for there to be effective marketing of
commodities, promotional strategies must be able to satisfy the following
objectives demand stimulation, information dissemination and maintenance of
stable sales.
           
STATEMENT OF PROBLEM

Experience have shown that development grow and survival of service and
commodity industries like  the marketing firms depends much on their ability to
maintain good public relation, communicate effectively with customers  and
fashioning out a good and effective promotional and marketing strategies.  The
management of most commodity services and marketing firms faces the problem
of identifying the actual effect of public relations.  Promotional and market
strategies on their organizational objectives.  The aim/problem of this researched is
to examine the promotions and adequate control affecting the marketing objective
of Pakistan PLC.  The impact of there variable in term of its revenue generation
profitability sales volume and provision of better services will be examined.

OBJECTIVE OF THE STUDY

 It is the intention of the researcher to carry a held detailed  research work that will:
 Discover the extent good public relation, and organized promotional 
strategy and marketing techniques has affected the achievement of Pakistan
PLC
 How  effective and rewarding promotional strategies and tools has enhanced
the organization operational performance.
 Evaluate the public relation and promotional strategies adopted by the firm
to market their product and services.
 Whether these promotional public relation have any positive impaction sales
volume of Pakistan PLC and effect of the Pakistan limited and
 The effects of the external environment on these strategies (which has
hindered or promoted it’s activities).
SOURCE OF THE STUDY

The intension of this study was to discover the extent to which the use of good
public relation, affected the marketing objective.

SIGNIFICANCE OF THE STUDY

The significance of the study rest on the fact that would  help  to set standards to
achieves profitable results using plans that are effectively controlled and
monitored.  For example high marketing objectives will be achieved since sources
of complexities would have been discovered and resolved before revenue
collection.
The study will also suggest how firms can effectively control their operations for
successful results, influencing customers through good public relation and
adequate promotional strategies and increase productivity and sales volume
through effective control and marketing strategy.
            This study will also act as a good referential material for scholars carry out
a study of this kind.

RESEARCHED QUESTIONS

The researcher drew four questions to guide his study.  They comprise:
 To what extent has effective control good public relation and adequate
promotional strategies contribute to the achievement of organizational goods
and market objectives?
 How effective is the motivational aspect  of the sales volume and
promotional strategies in Pakistan PLC?
 What are the major factor responsible for high sale volume and achievement
of organization marketing objectives?
 What factors hinders the actualization of marketing of Pakistan PLC?
HYPOTHESIS

Good public relation and adequate promotions have no significant impact on the

marketing objective of firms.

ASSUMPTIONS

It is assumed that after this study, the public relations officer would be in a better
position to know the best strategy to promote the corporate image of his
organization.   He would be in a position to make nice goodwill for the
organization as to increase its profits.
However, the management of the organization would be in a positions to  equip the
public relations officer, so that he can discharge his duties efficiently 

.
OPERATIONAL DEFINITIONS

 Promotion:  Is an exercise in information persuasion and influence

 Promotional Strategy:  This is the combination of all the promotion which
comprises personal and non-personal of communication.
 Marketing:  This is a process of planning and executing the conception,
promotion and distribution of ideas, goods and service to create exchange
that satisfy individual and organizational objective.
 Customer or consumer: These are the target group to whom products and
services are produced for.
 Advertising: This is the creation of awareness appeals to a large audience
by providing information on the products and services available for disposal.
 Effective: This refers to the process of producing advising result
 Control : The process of devising was and means of ensuring that every
thing is going as planned.
 Management control: This is usually perceived as seed back system to
ensure manage and measure actual performance compare this against
standards and identify and deviation.
LITERATURE REVIEW

Theoretical Framework
Strategic public relations has become a popular among public relations
practitioners. Although the concept does not have an explicit definition, most
discussions of strategic public relations refer to the plans, objectives and
evaluation of public relations programs that should be within the frame of
organizational objectives. From the strategic management prospective, effective
public relations must be part of strategic management at the organizational level,
while it manages its own program strategically. It seeks to balance internal
activities with strategies that deal with the external environment to achieve an
organization’s mission and goals. Public relations contribute to organizational
effectiveness as part of strategic management; it develops good relationship with
stakeholders that can constrain or help the organization achieve its mission.
Some public relations scholars have pointed out that the role of public
relations is not well recognized in strategic management. The authors argued that
public relations plays a critical role in strategic management by helping the
organization to identify the most important components of the environment and
building good relationships with them through communication. In so doing, an
organization can become effective and competitive. The organizational manages
the interdependencies with its strategic constituencies that support or constrain it.

Strategic management theory differentiates between enterprises, corporate,

business, functional and operational strategy. Based on these strategy levels, public
relations strategy is conceptualized as a functional strategy, providing the vital link
between the enterprise/corporate/business strategies and the public relations
strategy. Public relations strategy is formulated in the redefined role of the “Public
Relations Manager” and is mainly derived from/influenced by the organization’s
enterprise strategy and also delivers inputs into the enterprise strategy.

As a functional strategy, the public relations strategy provides focus and

direction for an organization’s communication with stakeholders, building
symbolic and behavioral relationships with its strategic stakeholders. It is the
thinking and logic behind the public relations function’s actions determining what
should be communicated rather than how it should be communicated. It is
therefore not the same as communication plans but provides the framework for the
communication plans necessary to carry out the strategy.

RESEARCH METHODOLOGY

The research design methods used in the study are essentially descriptive and
analytical. In the descriptive method, emphasis is on the case study approval, so as
to facilitate an in-depth analysis of the object of the companies. Following are the
method:

1. Sample Election

2. Nature and location of data

3. Instruments of data collection

4. Validation and Reliability of instrument and

5. Data processing techniques

6. The population

SUMMARY OF FINDINGS

This study analyzed the effect of public Relation and organized promotions on the
achievement of sales and marketing objectives using Pakistan PLC as case study

From the analysis made, it was discovered that

1. Public relation advertising promotion and adequate marketing strategist are

effective tools for improved marketing objectives

2. The Pakistan PLC acknowledge the positive impact of good public relation and
promotions and organization output
3. External environment has great impact on the operations of every marketing
company

4. Poor public relations and promotional strategy hinders the achievement of

marketing company

5. The mass media and order advertising agency play vital roles in progress of
failure of marketing companies.

6. That good public relations and adequate promotions have great signification
impact on the marketing objectives of firms.

RECOMMENDATIONS:

Following the findings made, it became apparent for the research to make some
recommendations on how best to improve making sales objectives or pout put of a
film. Equal to this development the research deduced some recommendations
which comprised.

1. There is need of more motivational system of public relation and market

promotion to enhance productivity and sales volume of our marketing
companies.
2. The print media should be combined with the electronic media in order to
yield better productivity.
3. A good public relation, transparent honesty and truthful information, the
management should endeavor to adopt effective promotional strategy and
public relations to enhance their market strength.

CONCLUSION:
This study has however shown that good public relations and adequate promotion
have great significant impact on the marketing objectives of films this therefore
means that there is a positive relationship between promotional efforts and
revenue generation sales volume and operational performance. To this effect this
study has shown that promotion and public relations expenditures are not wasteful
as some people may think sequel to this, the management and staff should make
effective use of good public relations and adequate market promotions if they must
remain relevant and achieve their market and sales objectives especially in this era
of information advanced technology.

SUGGESTIONS FOR FURTHER RESEARCH

Although the study had some limitations and constraints, the finding of the
research has to be a subject to be discussed and applied in a profit making
organization and business activities. For this point of view, new research has to be
done using other sampling methods and on different organizations both profit
making and nonprofit making. With these new researches it will be easier to
compare and to discuss similar findings of studies with those provided in this
study.

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