1.

Background of Study:

The importance of public relations in any organization cannot be ignored. This is largely
brace by the fact that the public relations department of an organization is an important factor
which aids in the success of any organization through building and sustaining its corporate
image. The practice of public relations officially started some 100 years back. Public relation
specialists trust that Edward Bernays started the practice of PR during 1920s, while rest of
the experts consider Ivy Lee to be the pioneer, who developed his managerial office in 1904
and his very first customer was Pennsylvania Railroad. He officially announced its office in
1906 to enhance its organization. During 1915, Lee enhancing its office, presented a
direction to John D. Rockefeller. Lee suggested Rockefeller to use money on poor youth as a
tactic for generous incentives, further he developed the Betty Crocker picture.

In many government and private organizations whether seeking profit or not in their
operations, public relations practitioners and public relations practice play a very important
role. As Rensburg and Cant (2003:34) indicate, public relations exist in every company and
institution, irrespective of whether or not the company or institution wants it. Within an
organization, activities such as phone calls, newsletters, public letters including its everyday
encounter with its public, to name only few, form a perception and an image in its public’s
minds about the organization. Various images come into the public minds based on how the
organization has identified itself to the public

Public relations practitioners’ roles also contribute to identifying, establishing and extending
the organization’s sphere of influence. The practitioner’s roles help in monitoring,
controlling and establishing its corporate identity and corporate image

Building the corporate image of an organization is not an easy task that can be achieved in a
day within an organization by a public relations practitioner. Some industries suffer from a
serious (corporate) image problem. In the eyes of many, they are seen as exploiters,
inefficient, having fat-cat bosses, etc.

The image making functions of public relations are principally counseling based on the
understanding of human behavior. By analyzing trends and predicting their consequences,
through research of public opinion, attitudes and advising a necessary action, public relations
establishes and maintains two-way communication based on truth and full information. This
is to say that public relations is concerned with maintaining public image for high profile
organizations, programs, or individuals.

According to Kitchen public relations practitioners fail to realize their full potential because
of how their roles are perceived within organizations. He adds that the question whether
public relations practitioners are allowed by management to fulfill their potential various
roles played in organizations are considered, along with implications for the profession. It is
in the light of the above issues that the research examines among other things, the extent at
which roles played by public relations practitioners in building the corporate image of an
organization

2. Statement of problem

Issues on the role public relations plays in building and sustaining corporate image of an
organization have being an area of importance in public relations research. The role of PR
therefore is to assist in building and protecting an organization’s image by coordinating with
public and organization.

How Organizational relationships with public (mutual and interchange relationships) will
affect the value of organizational image building and organization-public relationship
outcomes? Lack of mutual understanding between the organization and its public (within and
outside) public sentiment is everything, without public sentiments nothing can fail and
without it nothing can succeed. Misunderstanding and conflict due to unimproved
communication within an organization and its public. Ineffective public relations activities
which has led to conflict and bad feelings between an organization with the host communities
and dissatisfaction, chaos of staffs leading to look worm attitude which affects organization
output.

All of the above stated factors are as a result of an organization or company’s complete
negligence of the PR Department or the ineffective functioning or unsuccessful execution of
PR activities will lead to the above stated problems.
 3. Objective of Study

The broad objectives of this study is to determine the extent to which public relations has
been used in building a sustainable corporate image Coca Cola.

Specifically, the study objectives are:

i. To determine whether Coca Cola utilizes public relations in building a sustainable

In every organization, there is need for unity, harmony and peace to prevail between the
organization and its publics. Any organization that fails to recognize the existence of its publics
will definitely fail. Moreover, if any organization fails to take cognizance of public relations
department of the organization, such organization will not accomplish its aims and objectives.
This study will be useful to theorize body of knowledge in practice of org.-public relationship
and to highlight the reputation of organizations.

To this end, the Coca Cola Company should always give the public relations manager his
proper place in the organization and should also help him function fully by giving him the
necessary tools and equipment needed for his operations. To know how far public relations roles
will help to co-ordinate the organization and its various publics. To know some of the
communication barriers faced by public relations department in the organization.

5. Research Question

Following are the questions which are focused during the overall research:
 I. Do public relations have any role to play in the management of any organization’s
corporate image?
II. How the good public relation can lead to the positive image of the company and how can
the public relation maintain good image of the organization?
III. How can the feedback from the public effect the good public relation in the company?
IV. Does the feedback from the public is effective for the Public relation in the company?
V. Does the image of Coca- Cola (Pakistan) satisfy their public so it helps them to attract the
sustain potential customers?
VI. Does Coca-Cola (Pakistan) is facing the image problem in the execution of their duties
and policies?
VII. Does the political interference effect the public relation department in the effective
performance of their duties?
VIII. Do public relations have any role to play in the management of any organization’s
corporate image?
IX. Can Coca- Cola (Pakistan) rely on the use of public relations to maintain and ensure
manual harmony and understanding between the organization and its various public?
X. To what degree Coca- Cola in Pakistan succeeded using public relations practice and
strategy in managing their affairs?
6. Coca Cola Pakistan.

The Coca Cola Company is an international firm based in the United States and is one of the
leading manufacturers of soft drinks and other related products. Based in Atlanta, Georgia, this
company is best known for its legendary soft drink known worldwide as Coca Cola. For a
century, this and other soft drinks have continued to be the best choice worldwide for billions of
consumers.

Dr. John Stith Pemberton, a local pharmacist, produced the syrup for Coca-Cola, and carried a
jug of the new product down the street to Jacobs' Pharmacy, where it was sampled, pronounced
"excellent" and placed on sale for five cents a glass as a soda fountain drink. Pemberton’s
professional, F.M Robinson, is recognized as branding the stuffs and developing its logo.
Robinson decided the name in its two typical parts (coca means leaves and Kola means nuts).

Purpose:
Refresh the world. Make a difference.

Vision:

Our vision is to craft the brands and choice of drinks that people love, to refresh them in body &
spirit. And done in ways that create a more sustainable business and better shared future that
makes a difference in people’s lives, communities and our planet.

How we operate:

The

Coca-Cola Company started their operations in Pakistan in 1953. Coca-Cola, Sprite and
Fanta are the available brands in Pakistan. The System of Coca-Cola in Pakistan operates
through eight bottlers, four of that are majority-owned by Coca-Cola Beverages
Pakistan Limited (CCBPL). The CCBPL plants are awailable in Karachi, Gujranwala, Multan,
Hyderabad, Lahore, Faisalabad, Rahimyar Khan and Sialkot. The other two plants,
separately owned, are in Peshawar & Rawalpindi. The Coca-Cola serves 70,000
customers/retail outlets in Pakistan. 1,800 people work system of Coca Cola in Pakistan.
With in the last two years, over $130 million (U.S.) were invested by the Pakistan Coca
Cola system.