CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Many
authorities have contributed immensely to the success of defining public
relations. The IBPR defines public relations as a deliberate planned and
sustained effort to establish and maintain mutual understanding between an
organization and its publics.
According
to Roger Hayward as quoted by Adegoke (2001:1) public relations is the
propagation of the personality of the organization. This states the importance
of communication between the organization and its publics.
Roger
Hayward’s definition has something to do with the British Institute of Public
Relations (IBPR) definition because both state the duty of public relations
officers in promoting, projecting and representing the organization and at the
same time relating with the public’s of the organization both the internal and
external public.
Public
relations project the management personality of which the public relations
department represents, through their activities with the use of their
perspective tools (i.e. Print and electronic media).
The
Public Relations Society of America (PRSA) defines public relations as:
“a distinctive
management function which helps to establish
and main mutual lines of communication, understanding, acceptance and operation
between an organization and its public”
The
international public relations association of Mexico in North America defines
public relations as:
“the art and social science of analyzing trends, predicting their
consequences, counselling organisations’ leaders and implementing planned programmes
of action which serve both the organisation’s public interest.”
It is
obvious that the work of Public relations is needed in almost in every society,
organisation, both the profit and non-profit organisation, to include higher
institution of learning (universities, polytechnics, colleges of education, and
other colleges). In fact, individual in the society also need the service of
public relations especially those individuals that are profession or expert
such as musician, athletes, politician e.t.c.
Therefore,
public relations assist the institution in so many ways and some of the ways is
by writing and distributing press realizes, school newspaper, journal and many
more.
PR
promotes and projects the image and dignity of the institution to the world.
Public relations principles successfully add the following skills:
•
Ability to effective
writing, fluent speaking and effective reading.
•
Ability to think clearly
and put issues in perspectives.
•
Ability to act and work as
part of management team at all level.
•
Ability to write speeches
for the top institution management such as chief executives
•
Ability to provide needed
information to the institution and those outsiders.
• Creativity ability to
design any art work for the institution’s logo, Letterheads e.t.c
•
Ability to plan events
such as convocation, seminar, conference, exhibition and many.
· Ability to
write and protect the institution during crisis or catastrophes such as if a
cult groups are striking and in the process a body or more death, examination
malpractices e.t.c
Because
PRs is a backbone for every organisation that is ready and willing to survive.
To this end the research seek to examine the impact
of public relations in enhancing harmony in higher institutions using Obafemi Awolowo University Ile-Ife).
1.2 STATEMENT OF THE PROBLEM
This
research has observed that in so many organizations, management neither recognizes
nor appreciate public relations efforts in Nigeria. The management does not
realize the potential of public relations activities in building and enhancing
a good image for the success of the organization. It has been observed that the
management’s attitude is lukewarm and non-challant towards public relations
department and their activities.
Besides,
they don’t want to spend money on its activities such as organizing seminars,
workshops, symposium e. t. c because of the erroneous and selfish belief that
public relations efforts bring little benefits to the organization.
Therefore,
this study will examine the impact of public relations in enhancing harmony in
higher institutions of learning, using Obafemi Awolowo University, Ile-Ife as a
case study.
1.3 PURPOSE OF THE STUDY
•
To examine the role of
public relations office in higher institutions of learning.
•
To study the contributions
of public relations offices in dissemination of information between the
management and students.
•
To know the means and
technique public relations Unit adopt in bridging communication gaps between
the school management and the entire publics.
•
To study the challenges
facing public relations in higher institutions.
•
To know how public
relations manage and prevent crisis in higher Institution.
•
To show the type of public
relations (internal or external Consultancy) suitable for higher institutions.
•
To know why public
relations is needed in higher institutions.
1.4 RESEARCH QUESTIONS
i.
Is public relations
necessary in higher institution of learning?
ii.
Is public relations a
useful tool during crisis in higher institution?
iii.
To what extent does public
relations help in building and maintaining a mutual understanding between the
management and its various publics?
iv.
What are the problems
facing public relations in higher institutions?
v.
To what extent does the
management recognize the role of public relations in higher institutions?
1.5 SCOPE
OF THE STUDY
With the
selection of Obafemi Awolowo University as a case study, this project work has
been limited because visiting all higher institutions of learning in Nigeria
cannot be possible. However, the demography of the staff, students and
management of Obafemi Awolowo University such as age, sex, working experience,
academic qualification will be considered before the distribution of
questionnaires.
1.6 SIGNIFICANCE OF THE STUDY
The
research will benefit a lot of individuals, institution and other organisation.
Few among the beneficiaries include undergraduates and graduates of mass
communication and public relations including the public relations
practitioners.
It will
as well benefit the public relations practitioners on what is expected of them
in higher institutions. It will serve as eyes opener to the management of
higher institution of learning on the need to have a functioning public
relations department or unit in their institution.
In
addition this research work tries to provide satisfactory answers to some
questions that are disturbing the mind of policy formulators, students and
researcher.
Researchers
will be exposed to know how the public relations promote mutual understanding
between the organization and the publics; students in various institutions will
benefit from this project work by knowing the impact of public relations in
enhancing harmony in higher institution of learning
Moreover,
policy formulators will benefit from this research work because they will be
able to identify the usefulness of public relations to them on policy
formulations and corporate management.
1.7 LIMITATIONS TO THE STUDY
Wide research
of this nature cannot be carried out without some constrains, this constrains
pose a lot of limitations to this work.
The
challenges stated below posed some limitations to the researcher;
i.
Time: Duration for the
research work is relatively short while stress emanated from other academic
activities is also another constraint.
ii.
Material: Little materials are
also available on this concept because the work is relatively new.
iii.
Financial: Financial constrain
poses another challenges as most of information are gathered through books and
surfing the internet to get the latest information for this study which consume
lots of money.
1.8 DEFINITION OF THE TERMS
Impact: This is synonymous to
functions, impact or contributions.
Higher Institutions: It means all colleges
such as: polytechnics, universities, colleges of educations and host of other
post secondary schools.
Public Relations: Public relations is a
deliberate, planned and sustained effort to establish and maintain mutual
understanding between an organization and its publics.
Publics: In this research publics
means all the groups or organizations, entity that are one way or the other
associated with an organization.
Mutual Understanding: This is a terms in
public relations, is simply all about good rapport that brings symbiotic
relationship between an organization and its various publics.
Harmony: It simple means the state of tranquility, peace and
understanding.
