CHAPTER
ONE
1.0 INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Many
authorities have contributed immensely to the success of defining public
relations. According to Jerkins (1985), defines public relations as the
deliberate, planned and sustained effort to establish and maintain mutual
understanding between an organization and its publics.
According
to International Public Relations Institute (IPRI) has in this regard offered
this all embracing definition of public relations as a management function of a
continuing and planned character through which public and private organizations
and institutions seek to win and retain the understanding, sympathy and support
of those with whom they are or may be concerned by evaluating public opinion
about themselves in order to correlate as far as possible their policies and
procedure to achieves by plan and wide spread information more productive
cooperatives and more efficient fulfilment of their common interest.
The
concept of public relations is one of the fundamental principles in industrial
relations, marketing and image building of corporate organizations,
institutions of learning, government and individual interest.
Cutup, et
al. (1985:4) posits that public relations is “the management function that
identifies, establishes, and maintain mutually beneficial relationship between
organization and the various public on whom its success or failure depends.
Bernays
who is considered the founding father of modern public relations along with Ivy
Lee in the early 1990s defines public relations as a “management function which
tabulate public attitude , defines the policies, procedures and interest of an
organization… followed by executing a programme of action to earn public
understanding and acceptance.
According
to Roger Hayward as quoted by Adegoke (2001) 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 definition because both stated 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, counseling 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 .
To this
end, the research examined the use of public relation practice in government
institution using a case study of Isin Local Government, Kwara State. In this
research PR efforts and usefulness shall be revealed especially as it helps in
building and enhancing communication in the grass-root.
1.2 STATEMENT OF THE
PROBLEM
This
research has observed that in so many organizations, management neither recognizes
nor appreciate public relations efforts. The management, individuals, or
government institution does not realize the potential of public relations
activities in building and enhancing a good image for the success of the
institution. It has been observed that the management’s attitude is lukewarm
and non-challant towards public relations department or unit and it activities.
Besides,
they don’t want to spend money on its activities such as organizing seminars,
workshops, symposium e. t. c
Therefore,
this study will examine the impact of public relations in enhancing the use of
public relation practice in government institution (A case study of Isin Local
Government, Kwara State)
1.4 OBJECTIVES OF THE STUDY
i.
To study the impact of
public relations in Isin local government Ibadan.
ii.
To examine if public
relations has helped Isin Local government in building
and maintaining a mutual understanding between the council top management and its various publics.
iii.
To find out some of the
problems facing public relations in Isin Local government Ibadan.
iv.
To find out whether public
relations unit of Isin local government,
Ibadan has improved the reputation of the council.
v.
To find out the techniques
which has been successfully employed
by Public Relations in Isin Local Government in advancing the interest of the
government.
vi.
To know the medium used by
the public relations officers in achieving
the goals of the Local Government.
1.5 RESEARCH QUESTIONS
i.
What are the impacts of
public relations in Isin local government Ibadan?
ii.
How has public relations
helped Isin Local government in building
and maintaining a mutual understanding between the council top management and its various publics?
iii.
What are the problems
facing public relations in Isin Local government,
Ibadan?
iv.
Has Public relations unit
of Isin local government, Ibadan improved
the reputation of the council?
v.
What public relations
techniques has been successfully employed by Isin Local Government in
advancing the interest of the government?
vi.
What are the medium used
by the public relations officers in achieving
the goals of the Local Government?
1.5 SCOPE OF THE STUDY
With the
selection of Isin local government as a case study, this project work has been
limited because visiting all local government cannot be possible.
However,
the demography of the staff and management of Isin local government examined
such as: age, sex, working experience, academic qualification considered before
the distribution of questionnaires.
1.6 SIGNIFICANCE OF THE STUDY
The
research will benefit a lot of individuals, institution, local government and
other organisation. Few among the beneficiaries include undergraduates and
graduates of mass communication and public relations including the public
relations practitioners.
Local Government Community: One of the beneficiaries of this work is local government
community which include all the departments to know the role of PR and how to
relate with PR for effective performance
Public Relations Students: Students, graduates and practitioner of public relations will also
benefits from this work.
Academic World: The work will form part of the academic world if completed that
other academician and students can use as a reference point.
1.7 DEFINITION OF THE TERMS
Impact: This is synonymous to
functions or contributions of public relations to local government easy
administration.
Public Relations: This is a department
or unit that is saddled with the responsibility of planning and sustaining
mutual to establish and maintain mutual understanding between an organization
and its publics.
Publics: There are the set of
individuals ranging from local government staff, workers, hosting
community(ies) associated with Isin local government.
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.
Local government: This is third ties of government such as Isin local government.
