PUBLIC RELATIONS / CUSTOMERS SERVICES | FUNCTIONS, IMPORTANCE, MEDIA

Public relation is the image building done by an organization to give the public favourable impression about its aims and policies.

 FUNCTIONS OR IMPORTANCE OF PUBLIC RELATIONS

1. It ensures the maintenance of a favourable relationship between an organisation and the general public
2. It helps to increase the goodwill of a company or business
3. It is a source of useful advice to the management of a business
4. It helps in advertising the products or services of the organisation
5. It helps in building the image of the organisation
6. It creates confidence and understanding between the firm and the public
7. Company policies are well explained and understood by the public
8. It helps in maintaining good company / employees relationship

 MEDIA OF PUBLIC RELATIONS

1. Exhibitions i.e. display of products of the firm to members of the public at selected places
2. Trade Fairs usually large national or international exhibition which are held annually and where organisation’s could display their products/services
3. Free samples or free gifts – This is given by organisation’s to their customers or employees to maintain their goodwill
4. Publication of feature articles e.g. in national dailies or magazines e.g. about the company’s profiles, management team etc.
5. Organisation of seminars workshops and conferences
6. Provision of After-sales services
7. Sponsoring of programmes, sporting events and bankrolling live telecasts of sporting events etc.
8. Engaging in social responsibility i.e. providing the community with social amenities e.g. hospitals, boreholes, roads etc.
9. Engaging in donations to charitable ventures e.g. motherless children homes etc.

CUSTOMER SERVICES

Customers services are services rendered free of charge by the seller to his customers in order to convince them to buy or to retain their patronage.

Customer services can be divided into two categories. They are:

1. Pre-sales services
2. After sales services

Pre-Sales Services: These are services provided to the customers before the goods are bought. They include:

1. Granting of credit or hire purchase sales facilities
2. Sorting of goods
3. Labeling of goods
4. Pre-packaging the goods
5. Dispatching of price list and quotation
6. Blending the goods
7. Granting of discounts
8. Assisting the prospective buyer to set up facilities for storage.

After sales Services: These are extra services sometimes made available to a customer sometimes made available to a customer after he has purchased the product in order to ensure his continuous patronage. These include:

1. Home delivery i.e. Free transportation of goods to the home/shop of customer
2. Free installation services
3. Free servicing, repairs and maintenance
4. Ensuring adequate / regular supply of spare parts
5. Provision of free advice on use
6. Granting guarantee/warrantee to the buyer

GENERAL EVALUATION QUESTIONS

1. What is a bonded warehouse
2. State five importance of warehousing to Commerce
3. What factors should be considered in siting a small retail shop
4. What five benefits does Nigeria derive from engaging in international trade
5. State and explain five problems likely to be faced by a businessman who wants to sell his goods overseas

 THEORY

1. List five media of public relations that can be employed by firms
2. State four examples of after-sales services

See also

ADVERTISING | TYPES. FACTORS, FUNCTIONS, ADVANTAGES, DISADVANTAGES

WHOLESALE TRADE

MODERN TRENDS IN RETAILING

LARGE SCALE RETAILING

SMALL SCALE RETAILING