THE ROLE OF PUBLIC RELATIONS IN MARKETING INSURANCE PRODUCTS IN NIGERIA

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. INTRODUCTION

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