Department

An E

Digitally Signed by: Content manager’s

DN : CN = Weabmaster’s name

O= University of Nigeria, Nsukka

OU = Innovation Centre

Orji Ann N

Faculty of Arts

Department of Mass Communication

Evaluation of the Performance of Nigeria

of Public Relations (NIPR) 1963 - 20

LINUS KEVIN GADZAMALINUS KEVIN GADZAMALINUS KEVIN GADZAMALINUS KEVIN GADZAMA

PG/MA/11/58535PG/MA/11/58535PG/MA/11/58535PG/MA/11/58535

1

: Content manager’s Name

Weabmaster’s name

a, Nsukka

an Institute

012

2

AN EVALUATION OF THE PERFORMANCE AN EVALUATION OF THE PERFORMANCE AN EVALUATION OF THE PERFORMANCE AN EVALUATION OF THE PERFORMANCE OF NIGERIAOF NIGERIAOF NIGERIAOF NIGERIAN INSTITUTE OF PUBLIC N INSTITUTE OF PUBLIC N INSTITUTE OF PUBLIC N INSTITUTE OF PUBLIC RELATIONS RELATIONS RELATIONS RELATIONS ((((NIPRNIPRNIPRNIPR)))) 1963 1963 1963 1963 –––– 2012012012012222

LINUS KEVIN GADZAMALINUS KEVIN GADZAMALINUS KEVIN GADZAMALINUS KEVIN GADZAMA

PG/MA/11/58535PG/MA/11/58535PG/MA/11/58535PG/MA/11/58535

A RESEARCH PROJECT A RESEARCH PROJECT A RESEARCH PROJECT A RESEARCH PROJECT

SUBMITTED TO THE DEPARTMENT OF MASS COMMUNICATION SUBMITTED TO THE DEPARTMENT OF MASS COMMUNICATION SUBMITTED TO THE DEPARTMENT OF MASS COMMUNICATION SUBMITTED TO THE DEPARTMENT OF MASS COMMUNICATION

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MAY 2014MAY 2014MAY 2014MAY 2014

i

AN EVALUATION OF THE PERFORMANCE OF NIGERIAN INSTITUTE OF

PUBLIC RELATIONS (NIPR) 1963 – 2012

LINUS KEVIN GADZAMA

PG/MA/11/58535

MAY 2014

ii

CERTIFICATION

This is an original work of Linus Kevin Gadzama (PG/MA/11/58535) on “Evaluation

of the performance of Nigerian Institute of Public Relations (NIPR): A Reappraisal of

Stakeholder Theory”.

It satisfies the requirements for presentation of research report in the Department of

Mass Communication, University of Nigeria, Nsukka.

________________ ___________ _________________ __________

Dr. Ray A. Udeajah Date Dr. Nnanyelugo Okoro Date

Supervisor Head of Department

______________________ _____________________

External Examiner Date

iii

DEDICATION

TO ALL MERCIFUL GOD, FOR HIS LOVE AND PROTECTION.

TO MY DADDY WHO LIVES IN MAIDUGURI

AND

MY MUMMY (NEE SUSSANA) OF BLESSED MEMORY, MAY YOUR SOUL REST

IN THE BOSSOM OF THE LORD JESUS (AMEN)

iv

ACKNOWLEDGEMENTS

Appreciation is an inner-most feeling manifested in various forms as acts of

tokenism. Therefore, from the depths of our hearts we sing a song of thanksgiving.

First and foremost, to God who gave me the opportunity to embark on this

programme and simultaneously, blessed me with Ijapari (Nkem) as a very supportive

companion.

Secondly, to my parents and siblings who stood by me in prayers and gave me the

greatest family support.

On top of the list is my able and indefatigable supervisor who was extremely patient

with my inordinate exuberance and attitude towards this research work. Dr. Ray Udeajah

thank you so much. Your style threw a challenge to me and revived my stagnancy to action,

sir, my gratitude is unquantifiable.

To my classmates, you were really a source of encouragement in this research work.

Thank you all, mentioning your names will not suffice given the small space meant for this

exercise.

Kidafa Ibrahim (Kitegad) you were the one that suggested that I buy a PG form when

you have almost completed your programme. Thank you so much for being a source of

encouragement. You have truly shown me so much love and concern.

To my roommates and friends in Odili Hall, Nsukka, Adamawa was quite a distance,

but you made it a stone throw for me, I must thank Zamani Yerima, Jacob Liberty for being

true friends. Mr. Samuel Kwambehar (linguist) for proofreading this work, and to Charity

God’s Love Computer for typesetting the work like her life depended on it. I am very

grateful.

To Bro. Moses Ani C. for the assistance he rendered to me in the analysis and

corrections of this work and to all my friends who encouraged me morally, financially and

v

prayerfully especially Rev. Fr. Charles Nyameh, Rev. Fr. Emmanuel Williams (OSA), Rev.

Fr. Matthew Ndibe, Rev. Fr. Maurice Kwairanga, Rev. Fr. Charles Danboyi, Rev. Fr. Anselm

Kachallah, Sa’ater Nyashima (Omakwa), Mr. Festus A. Bitrus (HOD), Caesar Donatus,

Kamal Inusa, Ishaq Abba Tukur, Mohammed Jazzman, NIPR Staff and Registrar, Steve

Adebayo, Chapter Coordinators and all well meaning Nigerians, Sunday Linus, Mal Rabiu

Amure (Boda) you were all very instrumental during this programme, I say we shall all

celebrate life in God’s favour. Thank you.

vi

TABLE OF CONTENTS

Title Page ...................................................................................................................i

Certification .............................................................................................................ii

Dedication ..................................................................................................................iii

Acknowledgment .......................................................................................................iv

Table of Contents .......................................................................................................vi

List of Tables .............................................................................................................viii

Abstract .....................................................................................................................ix

CHAPTER ONE: INTRODUCTION

1.1 Background to the Study .....................................................................................1

1.2 Statement of the Problem ....................................................................................4

1.3 Objectives of the Study .......................................................................................4

1.4 Research Questions ..............................................................................................4

1.5 Significance of the Study ....................................................................................5

1.6 Scope of the Study .............................................................................................5

1.7 Definition of Terms.............................................................................................6

CHAPTER TWO: LITERATURE REVIEW

2.1 The Review ..........................................................................................................8

2.2 Focus of Review ..................................................................................................8

The Review Proper .............................................................................................8

Meaning and Code of Conduct of NIPR .............................................................11

Different chapters of NIPR ..................................................................................12

The practice of PR in the western world ..............................................................13

Factors that ensure effective implementation of NIPR programmes ...................15

Challenges of NIPR .........................................................................................16

Benefits of NIPR practice ...................................................................................17

2.3 Theoretical Framework ........................................................................................18

vii

CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Research Design...................................................................................................26

3.2 Population of the Study ........................................................................................26

3.3 Sampling Technique ............................................................................................27

3.4 Sample Size ..........................................................................................................28

3.5 Research Instruments ...........................................................................................30

3.6 Validity/Reliability of Instruments .....................................................................32

3.7 Method of Data Analysis ...................................................................................33

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.1 Description of Sample .........................................................................................35

4.2 Data Presentation and Analysis ..........................................................................35

4.3 Discussion of Findings ........................................................................................43

CHAPTER FIVE: SUMMARY CONCLUSION AND RECOMMENDATIONS

5.1 Summary ..............................................................................................................46

5.2 Conclusion ..........................................................................................................47

5.3 Recommendations ................................................................................................48

BIBLIOGRAPHY ...................................................................................................50

APPENDIX I: Interview Guide ...............................................................................54

APPENDIX II: Request for Completion of Questionnaire .....................................56

APPENDIX III: Frequency Table ............................................................................60

viii

LIST OF TABLES

Table 1: Distribution of responses indicating the age of respondents ..................... 36

Table 2: Distribution of responses showing the sex of respondents ........................ 36

Table 3: Distribution of responses indicating the marital status

of respondents ............................................................................................. 37

Table 4: Distribution of responses showing the religion of respondents ................. 37

Table 5: Distribution of responses showing the Educational Qualification

of respondents ......................................................................................................... 37

Table 6: Distribution of responses indicating the level of performance of

NIPR in Nigeria .......................................................................................... 37

Table 7: Distribution of responses showing the influence which NIPR

code of ethics has on practitioners in Nigeria ............................................. 38

Table 8: Distribution of responses from the open-ended question showing

other ways which NIPR code of ethics influence the activities

of practitioners in Nigeria ........................................................................... 40

Table 9: Distribution of responses showing how NIPR improves

low profile and poor visibility of some of the PR firms in Nigeria ............. 40

Table 10: Distribution of responses from open-ended question indicating

other ways NIPR liberate low profile and poor visibility

of some PR firms in Nigeria ........................................................................ 41

Table 11: Distribution of responses indicating factors that interfere

with NIPR innovation in organizing PR practice in Nigeria ........................ 42

Table 12: Distribution of responses from open-ended questions

showing other strategies NIPR adopt to improve its innovations ................. 43

ix

ABSTRACT

The Nigerian Institute of Public Relations (NIPR) is a body which attained a chartered status

in June 1990 through Decree, No. 16 which is now an Act of the Federal Republic of Nigeria.

By virtue of this law, NIPR is empowered to register members, regulate practice, and

regulation of the Public Relations profession and monitor professional conducts through an

established code of ethics and professional conduct. This study examines the performance of

NIPR, from its inception in 1963 to 2012. The study assessed how well NIPR/PRCAN

objectives and philosophy were achieved through their various programmes. A survey of

NIPR state chapters from the six (6) geo-political zones including Abuja (FCT) was done. A

simple random sampling procedure was applied to get the sample size of this study. The study

found out that the level of performance of NIPR in Nigeria was 91% in a positive sense. The

remaining 9% know about NIPR but cannot say much about the activities of NIPR. Also, the

high cost of induction constitute the constraints for low income earners and students of

tertiary institutions. The study recommends among others that NIPR should have a

performance index at the national and state chapters. There should be a partnership between

NIPR and government as this will create more job opportunities. Again, there should be a

publication or publicity should be given to reprimands or sanctions of erring practitioners or

organizations.

1

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Public relations is described as any form of communication aimed at bringing about

goodwill and mutual understanding between an organization and its publics. As a planned and

deliberate communication, it concerns every organization whether commercial, charitable, non-

commercial and above all, government as a larger body. It is so because every organization

needs to create a favourable image for itself before its internal and external publics for

successful operation. The recognition and acceptance of public relations as a vital

communication tool in the custody of all organizations in modern societies culminated to the

establishment of Institute of Public Relations (IPR) in the United Kingdom in 1943. This epoch

led to the re-establishment of public relations regulatory bodies or chapters in various parts of

the developed world.

Public Relations practice in Nigeria started before the country’s independence.

According to Yusuf cited in Owobu (2012, p. 1), Public relations practice commenced in the

country in the early 1940s as a result of World War II. The country, which was then under the

British colony, participated in the prosecution of the war. Moreover, the potency of

information to Nigerians on happenings in the war front necessitates the creation of a special

information centre by the government. This resulted to a mutual understanding between the

colonialists and the colonized Nigerians, especially when the citizenry realized the necessity of

their independence. The centre later metamorphosed into the Public Relations Department in

1944, when Nigerians were employed to manage it for better and further information

dissemination. In the private sector, the first company to establish a Public Relations

Department was the United African Company, popularly known as UAC. The unit was known

in 1949 as Information department. The Railway Corporation, a government parastatal also

established its own unit in 1956 where Sam Epelle served as the first Public Relations Officer.

2

The Shell Petroleum Department Company, then British Petroleum (BP), created its own outfit

in 1969. It was through the effort of people like Sam Epelle, Olu Holloway, Ade Thanni,

Adewale Fashanu and Malauli that the first umbrella organization of Public Relations

Practitioners was established in 1963. Before the establishment of NIPR, it was hitherto known

as the Public Relations Association of Nigeria (PRAN) when it started in 1963. However, the

need for the association to be renamed arose in 1972, and till today it is referred to as The

Nigerian Institute of Public Relations (NIPR); the body attained the status of a chartered

institute in June 1990 through Decree, No. 16 which is now an Act of the Federal Republic of

Nigeria. By virtue of this law, NIPR derived the power to register members, regulate the

practice, and regulation of Public Relations profession and monitor professional conduct

through an established code of ethics and professional conduct as it is still the practice with

respectable professional organizations everywhere, the law allows standard academic and

professional qualifications for admissions into the Institute. (Owobu, 2012, p. 1 & 2).

As an organized functionary body, the NIPR enacted practitioners Act (2012 p. 5 & 6)

to guide the conduct of practice in the country. At the helm of the Institution’s affairs is the

president assisted by a vice president in a 22 – member governing council, which is attainable

through election every two years. The president and council operate from a national secretariat

in Lagos, often employing the administrative mechanisms and support of committees, states

chapters, and the Federal Capital Territory Abuja led by an elected executive council that has a

chairman as the Head. The NIPR has made laudable achievements in the area of developing

and promoting the practice of PR in Nigeria since its inception in 1963. NIPR’s history and

formation will be incomplete without referencing the foundation members, which include the

pioneer president Late Dr. Sam Epelle, Kanu Offonry, Alex Nwokedi, Aduke Alakija. Theo

Awobogu, Kunle Ojora, Wilton High and Dan Agbakova. These men met together and pulled

the first initiative that resulted in the establishment of the institute.

3

Ever since the ball was set rolling by the team mentioned above, NIPR had had

tremendous achievements. About 250 ethnic groups in Nigeria belong to the membership of

this association, and it attained chartered status in 1990 when few countries had legal Acts for

controlling public relations profession. The Public Relations Society of America was chartered

in 1947, whereas the chartered Institute of public Relations, United Kingdom, only obtained its

chartered status in 2005, about 15 years after the NIPR, while the Public Relations Institute of

South Africa, the Public Relations institute of Australia, the Public Relations society of India

among others, have not been chartered up till now. (Amujo & Melewar, 2011).

Currently, compliance with the code of conduct of most Public relations

institute/societies is ‘voluntary’ and ‘policing’ of public relations around the world is limited to

self-regulation, reprimands and sanctions internally (Skinner, Mersham & Valim, 2003 p. 23).

Hence, NIPR practitioners’ Act is not a legal instrument for achieving compliance among

members, which was the reason for non-compliance and malpractice by some members in

Nigeria. However, in 2005, the Public Relations Consultants Associations of Nigeria (PRCAN)

was more assertive in the Nigerian corporate communication landscape than in the 1990s.

PRCAN president, Phil Osagie warned, “we are committed to ensuring that only qualified

persons who are so recognized by law practice in Nigeria” (Brandwork Nigeria, 2010 p.7).

Additionally, PRCAN migrated a capacity-building programme called ‘mastering

public relations’ (Adewakun, 2011) to enhance professional competence, development of its

members, and established PR Review, a journal dedicated to promoting best practices in public

relations consulting (PRCAN, 2009). Unfortunately, few public relations firms in Nigeria

adopt rigorous and intellectually demanding research methods to evaluate the outcomes of their

programmes.

Studies done by (Lusch & Harvey, 1994; Fombrun, 1996) have confirmed the impact of

intangible resources such as image, reputation branding, identity and positive media

exposure on the bottom line.

4

1.2 Statement of the Problem

Some of the contemporary problems impacting on NIPR are related to unprofessional

practices. Public relations practice in Nigeria was everyone’s business with professionals and

non-professionals jostling for survival. Decree No 16 of June 1990 conferred structure on

public relations practice by giving it official recognition in both public and private sectors, and

prescribing acceptable qualifications and a code of conduct for practitioners. These

developments however, were later supported by NIPR effort in professionalizing public

relations education and academic public relations education, ethical codes of conduct, public

relations consultancies, and the use of conceptual public relations models in Nigeria in order to

empower practitioners and improve practice. These efforts did not bring the desired goal which

should be anchored on the intangible values of goodwill, reciprocity and mutual understanding.

Despite all these plausible efforts by NIPR in professionalizing public relations practice in

Nigeria, there is the belief that NIPR has not achieved its goals. This study seeks to provide a

basis for this reasoning, hence the reason for this study.

1.3 Objectives of the Study

The objectives of this study are;

1. To examine the level of performance of all NIPR chapters in Nigeria.

2. To ascertain the influence of NIPR ethics and regulations on practitioners.

3. To find out how NIPR can improve the low profile and poor visibility of PR firms.

4. To examine the factors that interfere with innovations in organizing PR practice in

Nigeria.

1.4 Research Questions

1. What is the level of performance of NIPR at various chapters?

2. How can the NIPR Ethics regulate the activities of practitioners in Nigeria?

3. How can NIPR liberate the low profile and poor visibility of some of the PR firms in

Nigeria?

4. What are some of the factors that interfere with NIPR innovations in enhancing PR

practice in Nigeria?

5

1.5 Significance of the Study

To the academia, this study serves as a useful archival material for assessing and

analyzing organizations’ public relations performance both commercial, non-commercial and

government.

Theoretically, the findings from this study charts a new course in the relationship

between ethics and practice which has been a far cry in most organizations’ relationship with

its publics, particularly as it concerns the mutual benefit of the company and its target

audience. Personally and socially, the study encourages mutual interrelationships in the

community, hence, empowering individuals for societal development and maximum resource

utilization.

To practitioners of public relations, this study bridges confidence and reciprocity

between NIPR, and the PR firms within Nigeria and beyond. It also by extension, provide ways

of creating job opportunities and do away with quackery in the PR profession.

Above all, it gives credence to NIPR and its activities. Finally, it helps in fostering

credibility which enhances professionalism in the entire practice.

1.8 Scope of the study

This study concerns itself with the Nigerian Institute of Public Relations NIPR

initiatives in Nigeria. This is because of the vital role it plays in the development and

sustenance of PR practices in the country. NIPR as a corporate body adds value to the socio-

economic activities in the Nigerian market being the 6th

largest oil producing economy of the

world. Currently, a lot of vibrant and viable economic activities abound that could bring about

personal, social and economic empowerment of both practitioners and the publics. In a

nutshell, NIPR is chosen for this study because of the growing rate of corporate and personal

businesses in Nigeria, also considering the fact that no clear-cut performance chart at all NIPR

chapters. Hence, an evaluation of the performance of NIPR from 1963 – 2012 is undertaken.

6

1.9 Definition of Terms

PR: Public relations is described as any form of communication aimed at bringing about

goodwill and mutual understanding between organization and its publics.

EVALUATION: Assessment or appraisal of activities.

PERFORMANCE: Presentation of a routine activity.

NIPR: Nigerian Institute of Public Relations, a professional corporate body established in

1963 and chartered by Act of parliament No. 16 of June 1990, charged with the general

duty of registration, regulation and control of PR activities in Nigeria.

PRCAN: Public Relations Consultants Association of Nigeria, a professional body responsible

for PR reviews in Nigeria.

7

References

Adewakun, A. (2011). PRCAN Introduces Mastering Public Relations Series. Nigerian

Tribune, Thursday 28 February, 2013. Retrieved from:

http://www.tribune.com.ng/index-php/brands-a-marketing/17670-prcan-introduces-

mastering-public-relations-series.

Ajala, V. (2001). Public relations: In search of Professional excellence. Ibadan: Africa-Link

Books.

Amuju, O.C. & Melewar, T.C. (2011). Contemporary Challenges Impacting on the practice of

public Relations in Nigeria (1990 – 2011). Prism 8(1): http://www.prism-

journal.org/homepage.html.

Asemah E.S (2011) Public Relations Strategies and MILLENNIUM DEVELOPMENT

GOALS IN NIGERIA. www.transcampus.org www.ajol.info/journals/jorind.

Brandwork Nigeria, (2010). PRCAN supports drive to stop unregistered practitioners.

Retrieved March 25, 2013, from:

http://www.brandworknigeria.com/newsdetails.php?id=338.

Chijioke O.P (2011) Effective Students’ Involvement in Public Relations: Strategy for

Improving Enrolment in Technical Teacher Education Programme in Nigeria Science

hub, http://www.scihub.org/AJSMS.

David, L. & Mark, M. (2009). ‘I paid for this microphone!’: the importance of shareholder

theory in (Teaching business ethics, libertarian papers 1, 25, online at:

libertarianpapers.org, this article is subject to a Creative Commons attribution 3.0

License (creativecommuons.org/licenses).

National Open University of Nigeria (2006) Principles and Practice of Public Relations: URL:

www.nou.edu.ng.

Nigerian Institute of Public Relation Practitioners Act (2012) Decree No. 16 of The Federal

Republic of Nigeria.

Nigerian Institute of Public Relations. (2013). Background Information. Retrieved March 7,

2013 from http://www.nipr-ng.org/mcriteria.html.

Nigerian Institute of Public Relations (2013). Historical Landmark of Lagos State Chapter.

Retrieved March 2, 2013 from http://www.nipr-ng.org/mcriteria.html.

Owobu P.M. (2012) the Practice of Public Relations in Nigeria: Opportunities and

Challenges. Retrieved February 28, 2013 from: http://www.tribune.com.ng/index-

php/brands-a-mastering-public-relations-series.

ThisDay (Friday 10-February 2013) NIPR and the Growth of public Relations in Nigeria.

8

CHAPTER TWO

LITERATURE REVIEW

2.1 The Review

The researcher establishes two main goals for the study; first, we provided a

comprehensive and up-to-date review of the topic. Second, we demonstrated a thorough

command of the field. Galvan, L.J. (2006). The literature review provides the basic rationale

for this research. Public relations is such a large industry that many opportunities are opening

up for entry at all levels. Some of the bigger agencies recruit graduates or even school-leavers

and train them, so it is worth contacting agencies directly for details. Niblock S. (1996).

Relevant empirical studies on NIPR is reviewed to establish correlation.

2.2 Focus of Review

The review of this work is focused on:

A. Nigerian Institute of public relations NIPR: a contested field.

B. Meaning and code of conduct of NIPR

C. Different chapters of NIPR

D. The practice of PR in the Western World

E. Factors that Ensure Effective Implementation of NIPR programmes

F. Challenges of NIPR in Nigeria

G. Benefits of NIPR practice

2.2.1 The Review Proper

The Nigeria Institute of Public Relations (NIPR) started in 1963 as Public Relations

Association of Nigeria (PRAN). As a contested field (Amujo, O.C. * Melewar, T.C. 2011 p.1)

observed that NIPR had tremendous impact in professionalizing public relations education,

ethical codes of conduct, public relations consultancies, and the use of conceptual public

relations models in Nigeria in order to empower practitioners and improve practice.

9

The Nation Newspaper (April 4, 2013) reports that; “The Nigerian Institute of Public

Relations (NIPR) has inaugurated its Education Advisory Board”. The Nation Newspaper

(April 25, 2013) also affirms that “The Nigerian Institute of Public Relations (NIPR), Plateau

state chapter has inaugurated a students’ section of the institute at the University of Jos

(UNIJOS)”. The Pioneer Newspapers (26 April, 2013) reports that the best contributor to PR

Education in Nigeria award was won by Gloverenco Nigeria Limited, The best PR Agency

went to CMC Connect, the most outstanding PR practitioner (male) and (female) were clinched

by Kunle Oshodi Glover and Nkechi Ali-Balogun respectively, while the Veteran Award for

Excellence in PR practice was won by Mazi Mike Okereke, a pioneer member and one time

president of the Nigerian Institute of Public Relations, (NIPR).

These activities by NIPR are viewed by the idealistic social role as a norm of

reciprocity which governs society, and that a diversity of views and their reconciliation lead to

social progress. This worldview presupposes that public relations serves the public interest, and

facilitates a dialogue to develop mutual understanding between organizations and their publics.

Grunig and White (1992, P.49-50; P. 54-55) identify other two factors which influence

worldviews in public relations. These include gender differences and technical vs managerial

presuppositions about public relations.

With regard to gender differences, traditionally, men were regarded as better managers

because of their inclination towards competition and toughness. The viewpoint is however

emerging that women preference for nurturance and relationships may be what is needed by

managers in the future, Grunig and White (1992; P. 50).

Following the above argument, it can be stated that the Nigerian Institute of public

relations (NIPR) is performing well in visualizing the potential areas and advancing towards a

balanced initiative. The NIPR’s primary objectives are to advance the standards of the public

relations profession and to provide members at various chapters with professional development

10

opportunities. An important element to the institute’s growth and development is the advisory

input and creativity of a large body of leadership from within the membership.

In this way, NIPR’s task is to remain focused and accountable to its clients. It is no

longer about profit making, it is rather the serious business of image, integrity and reputation

management. Daily Trust (20 March, 2013) with a caption NIPR tasks members on

accountability reports, that “members should uphold the doctrine of accountability, excellence

in performance and proactive culture in their daily as well as professional lives. Outgoing

Chairman of Plateau State NIPR, Haroun Audu, said; “we always complain about poor

performance in terms of service delivery, and central to all this to me is accountability. As

individuals, we must ask ourselves, where do we stand in relation to accountability? Where do

we stand in relation to performance?” In the same vein, Owobu, (2012) asserts that world

events and services are gradually being globalized, shareholders, consumerists, Tax Assessors,

Communities, Legislators, executive Government Officers, Environmentalists, Trade unionists

and a host of others have become sophisticated and inquisitive to know how fair a business

organization is doing. They question the conduct of organizations, judging performance from

the levels of understanding.

The NIPR is an organized institute with streamlined curriculum strategy among the

NIPR school, NIPR certificate/Diploma Examination and other educational institutions with

public relations sequences. The (then) president of NIPR Alhaji Muhammad Abdullahi

(FNIPR) said “by the council resolution at the last annual general meeting in Akure that no

state chapter is authorized to hold any training programme outside its area of jurisdiction or

enter into any partnership for training programmes outside Nigeria without due recourse to the

NIPR Education Advisory Board” “The Nation Newspaper (April 4, 2013). From the above

scenario, NIPR can be seen as a well organized body with established code of conduct.

11

2.2.2 Meaning and Code of Conduct of NIPR

The code of conduct of NIPR is the regulatory document of the association which every

member ought to follow. The Nigerian Institute of Public Relations Practitioners act was

established for membership and the control of the profession of public relations and for matters

connected there with (Act No. 16 of 1990).

This Act provided the categories of membership of the Institute as fellows; members; or

associates; persons registered under this Act as public relations practitioners shall be entitled to

be enrolled as;

A. Fellows, if they satisfy the council for the period of ten years in addition to being the

holders of approved academic qualifications.

B. Members, if for the period of not less than ten years they have been enrolled as

associates and are otherwise fit persons and,

C. Associate, if they satisfy the council that they have passed examinations prescribed or

accepted by the institute.

The above codes are based on personalized belief system. The reason as observed by

Newsom, D. & Hagnes J. (2005; P. 17) is that, “organizations, and individuals develop around

a core set of values often set forward in a mission statement or even a formal statement of

values. These values are operationalized in a corporate culture that is often set forward by the

organizational leadership”. From the foregoing, the NIPR practitioners Act contain all the

rudiments of order and discipline therein, so, NIPR expects its members or practitioners to fit

in properly between the corporate culture and a potential employee.

Therefore, because these codes are aimed at improving moral and professional conduct

and practice, for instance in Nigeria, if a person is dismissed from an employment he cannot

practice by virtue of decree 16 of 1990 which determines what knowledge and skills are to be

obtained by persons who wish to practice public relations in Nigeria. Olusegun, O.W et al

12

(2006). Then it becomes absolutely important for codes to be internally and externally

observed.

2.2.3 Different chapters of NIPR

The NIPR have other state chapters with the executive members, The NIPR (national

body) gives autonomous power to states to operate at their own level. This means that all the

36 states including the FCT operate as a distinct unit under the auspices of the National body

located in IKEJA Lagos. Perhaps, the reason for operating at the state level could be as a result

of diverse nature and cultures of Nigeria, as such, delimitation is a vital tool in the PR practice.

Newson D. & Haynes J. (2005; P.19) posit that

When the limits of what your primary public will tolerate

turn out to be narrower than those of the organization or

yourself, your ethical behaviour will be open to public debate

which may result in censure or withdrawal of supports. In

such cases, your first concern should be with examining your

own personal and professional standards.

The above, entails that you critically evaluate the PR plan, and juxtapose the situation

to your personal or professional standards before you undertake the task at hand. The NIPR is

not oblivious of the fact that inter-cultural relationships can bring about increased knowledge

about Nigeria. Although there is a major dichotomy between the southern and the Northern

parts of Nigeria, yet, NIPR foster a mutual interdependence and interrelationships among PR

practitioners in Nigeria. The state chapters are fairing well except for few states within the

Northwest and North eastern Nigeria. Therefore, increased activity that could help in bringing

NIPR to the grassroots in states like Yobe or Zamfara can create awareness. For instance,

bringing students to have a better understanding of what the profession entails in the global

environment will boost performances at that level. For instance, the Nation newspaper (April

25 2013) reported that Mallam Muktar Sirajo, M,NIPR outlined various attributes of a public

relations practitioner to include “integrity, reputation, creativity and law-abiding” at the

13

inauguration of a students’ section of the Institute at the University of Jos (UNIJOS). He

reiterated that public relations practitioners have the responsibility of portraying the image of

an individual, organization and government relationships, develop media contacts, write and

issue press releases periodically, plan appearances and events as well as ensure that the

organization added value to the lives of the citizens they serve”.

The foregoing suggests that, there wasn’t any practical platform for grass root PR

practices in the tertiary institutions in Nigeria. However, NIPR in its continuous research found

out that bringing its activities to that level will help groom future practitioners that could take

NIPR to the next level. In consonance to that too, the NIPR at state chapters need to continue

to liase with these students to improve PR practice in Nigeria. in conjunction with the

progressive states, for instance, Lagos state and Plateau state conduct NIPR week to appraise

the performance of firms but other states like Zamfara and Yobe States are far from that, the

progressive states are where most of the role of directors for public affairs, PRO, IRO,

Government Relations, Media Communication, Advertising/crisis management experts etc are

being performed by NIPR members in their various chapters.

2.2.4 The practice of PR in the western world

PR practice varies with countries due to cultural values. There is a wider focus on all

the activities used by corporations to win the battle of ideas. Miller D. & Dinan W. (2008,

P.13) asserts “Across the globe PR agencies have a mixed reputation for ethical conduct”. The

above could be as a result of geographical setting and multiculturalism. According to Goldman

(1988; P.44), one of the reasons why public relations is expected to grow in the globe is the

need to manage it grow in the far-flung organizations that span many cultures and languages.

According to Verwey (2000, P.54) as a result of globalization, the targets of public relations

programming are becoming increasingly multicultural and diverse. The challenge for

practitioners in the increasing multicultural context is not just a matter of overcoming language

barriers, but also understanding the culture nuances that can impact on the execution of public

14

relations strategies. Macdonald (1991, P.43) points out that, “when operating across different

time zones, often in different languages, timing and wording are even more important than

working in a single market”.

According to Mersham et al (1995:182) Practitioners in the global environment have to

negotiate a multiplicity of languages, customs and values in order to create mutual

understanding.

The above implies the need for focus on cultural diversity in public relations, which is a

strategy adopted by western public relations organizations. So, practitioners in Nigeria should

be conscious of these interfering factors that are likely to influence practice in Nigeria, hence

the scenario depicted above by these scholars can be likened to NIPR and Nigerian diversity.

Furthermore, after the establishment of the Institute of Public Relation (IPR) in 1943, in

the UK, formal professional organization of public relations came into being in Europe in the

late 1940s and early 1950s. The second known public relations society in the world was

formed in the Netherlands in 1948 Vander Meiden & Fauconnier, (1982, P. 127). A public

relations society was established the same year in England, Skinner et al, (2001, P. 21). The

Public Relations Institute of Ireland (PRII) was founded in 1953, Carty (1993, P. 21). The

foregoing development in the PR industry in the world is a clear indication of the important

role PR plays in a country’s economy. The NIPR in Nigeria also contributes in the

development of both entrepreneurial skills and in economic advancement.

Josephs and Josephs (1994, P. 14), note that the U.K has the second biggest public

relations industry in the world, surpassed only by America in size and dynamism. This view is

further reinforced by White (1991, P. 183), who refers to the U.K as the second most

developed centre of public relations practice after USA. The Institute of Public Relations in

Britain is also the largest professional association for public relations in Europe, Anon; (1998,

P.29) To crown it all, Skinner et al (2001) aver that the regional confederation was established

15

in 1959, in the same view, the NIPR attained a chartered status in 1990 before some of the

countries in Europe.

2.2.5 Factors that ensure effective implementation of NIPR professional standards

There are some notable factors that ensure effective implementation of the NIPR

professional standards. These factors can bring about the desired understanding amongst

practitioners, clients and PR executive managers of firms. Insofar as there are acceptable norms

of practice, stakeholders have to instill trust and confidence in practice, Ajala (2001) stated that

a public relations practitioner’s conduct is measured not only against some norm of

acceptability that has been societally, professionally or organizationally determined, but also

by his normal and professional conduct. This implies that the practitioner, client or manager

must be a professional practitioner.

Another factor is strict adherence to the code of conduct by both the corporate and

public staff. In this regard, there should be no violation of rules of engagement, this is the only

determinant. Bates (2006), avers that a public relations code of conduct should be used for

“policing “the practices and conduct of public relations professionals,” This statement suggests

that proper surveillance of PR activities will professionalize practice in Nigeria.

Lastly, in the implementation of PR programmes in Nigeria, NIPR in conjunction with

PRCAN are the major referees. Therefore, they are expected to scrutinize and regulate overt

practices through reprimands and sanctions of violators. This should also be published for

record purpose. Amujo, O.C & Melewar, T.C (2011, P 10) assert that the NIPR Code of

conduct is not a legal instrument for achieving compliance among members. The above

statement indicates that there is no committee or tribunal on ground that ensures compliance

amongst clients, practitioners, or managers of firm. Hence, if the need for an effective

implementation of NIPR objectives is pertinent, then, publicity about violators or erring

practitioners should be published this will help the practice of PR in Nigeria.

16

2.2.6 Challenges of NIPR

There are many challenges of NIPR one of which is the issue of unprofessional

practice, where quacks pose mostly as professionals. The most contemporary challenge of

NIPR is absence of political support. Nigerian democracy has not faired well for NIPR unlike

the military era, when NIPR programmes or activities were regularly supported by government

by government. Owobu. (2012) in itemizing some of the challenges of public relations in

Nigeria observes that the Government is yet to realize the importance of making use of public

relations practitioners in the act of governance. This suggests that despite the professional

status of PR after decree No 16 of June 1990, there has not been any NIPR/government Joint

initiative on record to reckon with. In this regard, Marson, cited by Nwosu (1996, P.63) in a

more concise form, sees public relations as the management function which evaluates public

attitudes, identifies polices and procedures of an organization with public interest, and executes

a program of action and communication to earn public understanding and acceptance. From all

intents and purposes public relations is concerned with creating good and monumental image

and insights in the minds of the target publics for mutual benefits.

Another challenge that bedeviled NIPR is the negative practices of quacks in the

profession. Despite the continuous doctrine of regulating practice, yet, the problem of

impostors continue to linger in the profession. Hence, Owobu (2012) avers that presently, we

are faced with the challenges of how to curtail the incidence of mass impersonation by fake

practitioners, though this problem is not peculiar to public relations Institute alone. This

connotes that despite the campaign against Quackery, yet, the objective has not been fully

achieved as charlatans still pose as PRO or IRO in some institutions and organizations in

Nigeria.

The problem of lack of adequate lecturers at the grassroot is another challenge faced

by NIPR. If lecturers in mass communication and marketing department are NIPR members it

will aid in the teaching of PR in our tertiary institutions. This initiative is educational as well as

17

pragmatic as students would be exposed to the anticipated challenges in the field. Chijioke

(2011, P.393) observes that, Educational public relations programmes assist in interpreting

attitudes, identify and help shape policies and procedures in the public interest, and carry out

involvement and information activities which earn public support and understanding. So,

because this approach is a participatory method, it will help in reinstating and inculcating

practical skills alongside theory. As observed again by Chijioke P.O (2011, P. 396)

Schools public relations activities in tertiary institutions

offering technical teacher education programmes are needed

to effectively communicate the mission, goals

accomplishments, challenges and accountability to the

publics.

From the above, vocational or technical education entails both theory and practice

which enhances performance. NIPR in this vein is a down to earth Association which deals

with the principle of truth and service delivery, So, NIPR staff could bring the activities of P.R

to the domain of the mass communication and marketing students of the tertiary institutions in

Nigeria.

2.2.7 Benefits of NIPR practice

Basically, there are benefits in practicing PR in Nigeria as monitored and regulated by

NIPR and PRCAN. For instance, NIPR, Lagos chapter has developed the PR week into the

prime forum for all practitioners of public relations in Lagos State and beyond to mix, share

ideas about professionalism and in the process contribute to the development of the profession

(NIPR Background information 2011), the foregoing PR initiative is one among many NIPR

benefits to individuals, organizations and government.

Other benefits of NIPR are derived mostly in the annual NIPR AGM which has always

served as a veritable agenda in setting pace for national development. The AGM which

cultivates professional icons of PRCAN is an opportunity for harnessing ideas for the

development of initiatives. Some of these benefits as observed by Nigerian Institute of Public

18

Relations. (2011) (Background information Retrieved march 3, 2013) are under-listed

as;

1. Provision of a platform for discussing and drawing insight on vital issues, and

proffering solution on national issues.

2. Creating a bonding and networking environment for marketing communication experts

and PR professionals. And

3. Bridging the communication gap between corporate organizatrions, PR practitioners

and the larger society. And also creating a synergy that powers mutual understanding

and development.

These benefits are NIPR performance indices as a distinct professional body

2.3 Theoretical Framework

The stakeholder theory

The stakeholder theory originated from R. Edward Freeman in his 1984 book named,

Strategic Management: A Stakeholder Approach. In an attempt to address the “principle of

who or What really Counts”, the theory identifies the various groups which are stakeholders of

a corporation, recommending the ways management can give due regard to the interests of the

groups (Freeman, 1984). It is a theory of organizational management and business ethics that

addresses morals and values in managing an organization.

The stakeholder theory is managerial in nature, in the sense that it “reflects and directs

how managers operate rather than primarily addressing management theorists and economists”

and begins with the assumption that values are necessarily and explicitly a part of doing

business (Freeman, Wicks & Pramar, 2004, p. 364).

Freeman (1994) notes that two careful questions articulate the focus of the stakeholder

theory: the first question is; what is the purpose of the firm? The second question is; what

responsibility does management have to stakeholders? The first question urges managers to

articulate the shared sense of the value they create and what brings its core stakeholders

19

together. Here, Freeman maintains that this propels corporations forward, so as to generate

outstanding performance, determined both in terms of its purpose and marketplace financial

metrics. The second question motivates managers to articulate how they want to do business,

specifically, the kinds of relationships they want and need to create with their stakeholders to

achieve their purpose.

There are, however, some schools of thought that tend to oppose the stakeholder theory,

especially those in favour of the “maximizing shareholder value” view. They see the economic

view of business as the most useful one. In other words, they feel that the goal of “maximizing

shareholder value” is the only appropriate goal for managers. In contrast, Freeman, Wicks &

Pramar, (2004, p. 365), argue that “ at its worst, this view involves using the prima facie rights

claims of one group― shareholders― to excuse violating the rights of others”. They maintain

that the rights of Shareholders are not absolute, regardless of how much economists talk about

the corporation as being the private property of the shareholders. Therefore, even though the

rights of shareholders are prima facie at best, it cannot be used to justify limiting the freedom

of others without their consent.

Furthermore, supporting stakeholders theory, as against the late Milton Friedman’s,

shareholders are moral beings, with the full range of moral rights that anyone we deal with in

our everyday lives also has and for that reason, we must not artificially elevate the moral

standing and interests of shareholders. Doing so would amount to exploiting other

stakeholders, something that would both compromise their autonomy and deny them their

intrinsic dignity (David, & Mark, 2009).

In the light of that contention between the stakeholder and shareholder views, it is

necessary to note that the stakeholder view is not saying that shareholders are not important

constituents or that profits are not a critical feature of the business activity. It rather says that

concern for profits is the result rather than the driver in the process of value creation. In fact, it

has been argued that there is no need to posit that stakeholder theories and shareholder’s

20

theories are in opposition (Jones et al, 2002; Freeman, Wicks & Parmar, 2004). This is because

shareholders are stakeholders, and it is believed that creating values for stakeholders, in the

long run, creates value for shareholders. On this note, Freeman, Wicks & Parmar (2004, P.

366) pose the following question: “how else could managers create shareholder value other

than by creating products and services that customers are willing to buy, offering jobs that

employees are willing to fill, building relationships with suppliers that companies are eager to

have, and being good citizens in the community?”

Thus, if firms have the capability to balance the interest of the firms; as companies such

as TPT claim to do in their mission statement with a single client, Rothmans of Pallmall

(Thisday Friday 10 Feb. 2013) they could utilize Acts of NIPR to further the interest of the

firm while still benefiting their communities”. While upholding the stakeholder theory,

Shreyans (2008, P. 15), makes reference to the late London Business school professor

Sumantra Ghosal, who believed that the corporate scandals of some years ago in the U.S. were

offshoots of the share holders of capitalism that were being proposed by economists and

emphasized at business schools. Ghosal believed that corporations are not solely profit-

generating robots reacting to market forces but are managed by and for humans and can have a

symbiotic relationship with the world around them. Stakeholder theory recognizes the dynamic

and complex relationships between organizations and their stakeholders and that these

relationships involve responsibility and accountability (Gray et al, 1996).

Different flavours of this theory, instrumental or normative stakeholder theory have

been identified. Instrumental stakeholder theory sees the corporation as an instrument for

wealth creation and NIPR is conceived as a strategic tool to promote economic objectives

(Garriga and Mele, 2004; Jamali 2008). On the other hand, according to Brickson (2007),

Normative stakeholder theory identifies philosophically based moral obligations towards

stakeholders. The normative version seeks to remind corporations that they are fully moral

institutions, with full range of moral obligations, in everything they do (David & Mark, 2009).

21

Its attention is channeled towards the ethical factors that smoothens relationship between

business and society.

Who then is a stakeholder? Weiss (2006, p. 52) defined a stakeholder as “any

individual or group who can affect or is affected by the actions, decisions, policies, practices,

or goals of the organization”. He identifies different kinds of stakeholder. The focal

stakeholder; primary stakeholder; and the secondary stakeholder. He notes that the focal

stakeholder is the group or organization in question. While, the primary stakeholders include

owners, customers, employees, suppliers, and others crucial to the organization’s survival and

the secondary stakeholders are all other interested groups, such as the media, consumers,

lobbyists, courts, governments, competitors, the public, and society” (Weiss 2006, p. 52).

The stakeholder theory is found relevant to this study because it is in line with current

economic realities. As noted in the introduction to this study, in the past, there were not much

pressures or expectations on business from the society, beyond efficient resource allocation and

maximization. But today, the trend has changed and businesses are expected to be socially

responsible and think beyond profit maximization, if they must survive (Onwuegbuchi, 2009 p.

200:12). Pertinent here is the warning by Kenneth Dayton Hudson Corporation, that “business

must change its priorities. Rather than make maximum profit for our shareholders, we are in

business to serve society and profit is our reward for doing it well. If business does not serve

society, society will not tolerate our profits or even our existence”. (Anderson, 1989, P. 9).

Furthermore, the theory is found appropriate for the research because of its belief that

economic value is created by various stakeholders who voluntarily come together and

cooperate to improve everyone’s circumstance. Therefore, executives of NIPR are expected by

the spirit of this theory, to develop relationships, inspire their stakeholders, and create

communities where everyone strives to give their best to deliver the value the firm promises.

In a nutshell, this theory fits this work because it explains the reasons why business

today is considering the interests of not just the shareholders, but also that of customers,

22

employees, communities, fellow businesses and the local environment that are affected by

business practices. It is relevant because organizations are expected to consider the social and

environmental implication of their business activities, and the theory advocates the integration

of NIPR regulations into core business processes, as a way through which organizations can

achieve their goals.

23

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26

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design

This study is executed using survey research method and exploratory mixed method

design which is one of three types of the method. The former allows for getting primary data

from the respondents while the latter undertakes the qualitative analysis of the quantitative

data. Hence, the method allows the researcher to begin with the qualitative data and then

collect quantitative information.

According to Creswell (2002, p. 567), the purpose of this design is “the procedure of

first gathering qualitative data to explore a phenomenon and then collecting quantitative data to

explain relationships found in the qualitative data”. Creswell goes further to explain that the

mixed method enables the researcher to plan on how the quantitative data will help to build or

explain the initial qualitative findings.

This method is found appropriate in this study, especially due to the research objective

and research questions, which require gathering data both from the NIPR and the managers of

firms. Also, this method was adopted because both qualitative and quantitative data will help

us understand very well, the phenomena under study.

Therefore, the study is designed in two phases-the qualitative approach shall be used to

handle the first sequence, while the second sequence which is handled with the quantitative

approach shall be given priority. The first stage, which shall adopt the qualitative approach,

shall answer the research questions.

3.2 Population of the Study

This study had its population drawn from NIPR state chapters from the six geo-political

zone including Abuja the FCT. These seven areas, the researcher believes are adequate

representation of NIPR and the performance chart in Nigeria.

27

As regards the second part of the study, the NIPR firms in each state and the six

geopolitical zones constituted the second part of the study which is to serve as the population

of study. Those to be interviewed are the NIPR/PRCAN and PR/Corporate communication

executives of companies.

3.3 Sampling Technique

From each of the companies, two executives NIPR Executive and the PR managers-

shall be interviewed. They are considered qualified for this study, because being among those

who plan and execute PR programmes, they have the necessary information needed to

understand the phenomena under study. Their offices are at the headquarters of the companies

selected.

The simple random sampling technique is used for the second lap of this study. The states,

each drawn from the six (6) geo-political zones in Nigeria and FCT were sampled for the

study. A random zone is sampled for this study. The state were selected by writing the 36 states

on a piece of paper and randomly picked.

The states are

Adamawa

Kano

Sokoto

Lagos

Enugu

Delta

Abuja

28

3.4 Sample Size

The sample size for the qualitative phase of the study consists of two executives

(including the NIPR and Public Relations Managers) from each of the seven states which gives

a total of 14 executives. The NIPR executives are chosen by virtue of their positions. Being

those who formulate policies and PRCAN as consultants, the researcher believes they have the

right information needed to achieve the goals of this research. With regards to the NIPR, it is

believed that they have the necessary PR information, because as corporate communication

operators of firms they should know all board decisions or activities of the companies. In all,

fourteen executives were interviewed for the first phase.

At the quantitative stage of the research, the Australian Calculator provided by the

National Statistical Service was used to determine the sample size for this study (which is 385).

It must be noted that this calculator allows for a simple random sampling procedure. The

calculator is an internet based formula, calculated only online, where the formula has

everything worked out. The research just logs onto the web page and inserts all the values in

the provided boxes and clicks “calculate”.

29

Calculating the Sample Size

Figures cued in before calculation

Determine Sample Size

Confidence Level: 95%

Population Size:

Population

Confidence

Interval

Upper

Lower

Standard Error

Relative Standard Error

Sample Size:

In the above calculator, the research cued in four values; confidence level, population

of the study, proportion and confidence interval and then clicked “calculate” to get the sample

size.

i

8,607, 446

i

0.5

i

0.05 i

i

i

i

30

Figures got after calculation

Determine Sample Size

Confidence Level: 95%

Population Size:

Population

Confidence

Interval

Upper

Lower

Standard Error

Relative Standard Error

Sample Size:

3.5 Research Instruments

Intensive Interviews

Intensive/in-depth interviews were used to collect data for this study. According to

Wimmer & Dominick (2011, P.139), intensive interviews are a hybrid of the one-on-one

interview approach. The choice of this instrument is made for the following reasons, which are

in line with Wimmer & Dominick (2011:139):

• They provide detailed background about the reasons respondents give specific answers.

Elaborate data concerning respondents’ opinions, values, motivations, recollections,

experiences, and feelings will be obtained through this means.

• This instrument allows for lengthy observation of respondents’ nonverbal responses.

i

i

i

i

i

8607 446

0.5

0.05

i

0.55000

0.45000

0.02551

5.10

385 i

31

• The intensive interview lasts longer than the personal interview, and this enables the

researcher get as much data as would answer the research questions. Each of the

interview sections lasts for up to one hour and more, as situation demand.

• They can be customized to individual respondents, unlike in personal interview, where all

respondents are usually asked the same questions. This instrument allows the researcher

to form questions based on each respondent’s answers.

• The success of intensive interviews depends on the rapport established between the

interviewer and the respondent (Wimmer & Dominick, 2011). This is to say that this

instrument has a nature that helps the researcher build such rapport that makes the

interview sessions highly successful. Such rapport makes it easier to approach certain

topics that might be taboo in other approaches.

Babbie (2007, p.306), notes that “unlike a survey, a qualitative interview is an

interaction between an interviewer and respondent in which the interviewer has a general plan

of inquiry, including the topics to be covered, but not a set of questions that must be asked with

particular words and in a particular order”.

Secondary Data

In addition to primary data, this work also uses secondary data, mainly due to the

insights they provide, and because it is not always possible to attain all the information through

formal methods from respondents. It must be noted that such data has, so far, helped in the

analysis of the background or NIPR; building the research questions; understanding the issues

involved; and also helped in gathering other perspectives that one may tend to miss out on in

other sources. Secondary Data were collected from various sources, including, libraries, online

databases, books, journals, white papers, company websites etc. Efforts were made to ensure

that all information that are collected as part of secondary data are from the most recent and

up-to-date sources, to prevent any error in interpretation, in terms of time and age. The

32

reliability of the data can be assured, since most of them are from the University of Nigeria’s

online library and other reliable databases.

The Questionnaire

The questionnaire is used to collect data for the second part of this study. The

questionnaire instrument has two sections: the demographic and psychographic section. The

demographic section is used to elicit information about the bio-data of the respondents while

the psychographic section focused on the research questions. The researcher used the same

questionnaire across the 7 states where each state got 55 questionnaires each from the sample

size drawn from the population of the study, in order to standardize the responses elicited. The

questionnaire is drafted in simple sentences and will made use of close and open ended

questions in order to give the respondents enough room to field in responses to the question.

Method of Administering Instrument

The researcher worked with a team of six research assistants, who were recruited and

trained for the purpose of this study: three students and three PR practitioners.

3.6 Validity/Reliability of Instruments

The research instruments for this study are the questionnaire and interview. The

instruments were face-validated by an expert in mass communication to affirm them as

instruments for collecting data in meeting with the objectives of the study. Hence, the

instruments are content-tested for validity by subjecting the questions to scrutiny to meet the

objectives of the study.

According to Asika (2006, P.73), reliability is “the consistency between independent

measurements of the same phenomenon...the accuracy or precision of a measuring instrument.”

The researcher conducted a pilot study on 20 respondents; SPSS software package was used to

measure the internal consistency of the instrument for data collection.

33

3.7 Method of Data Analysis

Data collected for the qualitative part of this study were analyzed, using the Statistical

Package for Social Science (SPSS) analysis. The data gathered presented in tables of

frequencies and percentages as well as that which shows the means and standard deviation of

the responses.

Also, in analyzing the open-ended responses from the interview, the researcher coded

each response in themes based on their relatedness and transfer the coded items into statistical

data that the SPSS software can understand to run the analysis.

The analysis is discussed in relation to the research questions formulated for the study as well

as drawing implications from the proposed theories for the study.

34

References

Asika, N. (2006). Research Methodology in the behavioural sciences. Lagos: Longman

Nigeria.

Creswell, J. (2002). Educational research: planning, conducting and evaluating quantitative

and qualitative research. New Jersey: Pearson Education.

Fink, A. (1995). The survey handbook. Thousand Oaks, CA, Sage publications.

Gray, R.; Owen, D. & Adams, C. (1996). Accounting and accountability. Britain: Prentice

Hall.

Lindlof, T.R. (2002). Qualitative communication research methods. Thousand Oaks, CA:

Sage.

Maykut, P., & Morehouse, r. (1994). Beginning qualitative research. Bristol, PA: The Falmer

Press.

National Statistical Service (2012). Sample size calculator.

Retrieved April 30, from http://www.nss.gov.au/nss/home.nsf/NSS/0A4A64C712719D

CCA2571AB00243DC6? OPEN DOCUMENT.

Wimmer, R.D. & Dominick, J.R. (2011). Mass Media Research, an Introduction, Belmont,

Wadsworth Centage Learning.

35

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 Description of sample

In this chapter, the data obtained through questionnaire were presented and

analyzed in order to answer the research questions, frequency distribution and

percentages and mean were the statistical tools used in the analysis. The method used to

draw the sample size is the Australian calculator provided by the National statistical

service which allows for a simple random sampling procedure. This method drew a

sample size of 385 from a population of 8,607,446.

The questionnaire was distributed through a simple random sampling technique.

Out of the 385 respondents sampled, 204 were males which gives the percentage of

54% while 175 were females with a percentage of 46%. Copies of the questionnaire

were distributed equally to all the six(6) states and Abuja the FCT in which every State

got 55 copies. It is based on these figures that data were gathered and analyzed.

4.2 Data Presentation and Analysis

The data gathered from this research work which in turn answered the four

research questions and the open-ended questions are presented and analyzed through a

frequency table.

36

SECTION A: BIO DATA OF THE RESPONDENTS

Table 1: Distribution of responses indicating the age of respondents

Age of Respondents Frequency Percentage

18 – 25 years 23 6%

26 – 35 years 96 25%

36 – 45 years 212 56%

Above 45 years 48 13%

Total 379 100

Source: Analysis of the survey

Results of the data presented in table 1 show that 212 respondents (representing

56%) are between the ages of 36 – 45 whereas, 96 respondents representing 25%) are

from the ages 26 – 35. The other result shows that those from 45 above are 48

respondents representing 13% while those between the ages of 18 – 25 are 23

(representing (6%).

Table 2: Distribution of responses showing the sex of respondents

Sex of Respondents Frequency Percentage

Male 204 54%

Female 175 46%

Total 379 100

Source: Analysis of the survey

Data drawn on table 2: shows that 204 respondents (representing 54%) are male

while 175 respondents (representing 46%) are female, indicating that there are more

male respondents than female.

37

Table 3: Distribution of responses indicating the marital status of respondents

Marital Status of Respondents Frequency Percentage

Single 173 46%

Married 169 45%

Divorced 30 7%

Separated 7 2%

Total 379 100

Source: Analysis of the survey

The result of table 3: shows that 173 respondents (representing 46%) are single,

while 169 (representing 45%) are married, while 30 respondents (representing 7% are

divorced and 7 respondents (representing 2%) are separated.

Table 4: Distribution of responses showing the religion of respondents

Religion of Respondents Frequency Percentage

Christianity 260 69%

Islam 119 31%

Total 379 100

Source: Analysis of the survey

Result of the data presented on table 4 indicates that 260 respondents (representing

69%) are Christians while 119 respondents (representing 31%) are Muslims.

Table 5: Distribution of responses showing the Educational Qualification of respondents

Educational Qualification Frequency Percentage

First school leaving certificate 13 3.4%

Senior school certificate examination 49 12.9%

OND/HND 54 14.3%

Bachelor’s Degree 91 24%

Masters and above 172 45.4%

Total 379 100

Source: Analysis of the survey

38

Result of the data presented in table 5 shows that 172 respondents (representing 45.4%)

are those holding master and above degrees whereas, 91 respondents (representing

24%) are Bachelor’s Degree holders. The other result has it that 49 respondents

(representing 12.9%) are senior secondary certificate holders and 13 respondents

(representing 3.4%) are first school leaving certificate holders.

SECTION B: THE MAIN RESEARCH QUESTIONS OF THIS STUDY

Table 6: Distribution of responses indicating the level of performance of NIPR in

Nigeria

Level of Performance of NIPR SA A U D SD Mean St. D Decision

Organize AGM 302 71 3 3 - 4.77 0.489 Yes

Treat press releases 18 337 15 9 - 3.96 0.425 Yes

Sell idea / initiatives to PR firms 9 80 265 19 6 3.18 0.624 Can’t say

Carry out communication audit 3 334 36 6 - 3.88 0.391 Yes

Regulate the practice of PR firms 13 342 15 6 3 3.94 0.453 Yes

Train and certify students for PR

practice

13 348 12 6 - 3.97 0.359 Yes

Source: Field survey (2013).

It is obvious from the above result that NIPR performs relatively well since they

undertake all the listed activities as indicated by the respondents except “Sell idea

initiative to PR firms” which most of the respondents (265 representing 70%) were

undecided about, hence, the researcher can’t really say whether they undertake such

activity or not.

The other results have it that NIPR organizes AGM as affirmed by 373 respondents

with a mean score of 4.77 and standard deviation of 0.489 leading to a “Yes” decision

by the researcher. The reason for the “Yes” decision is that the approximation of the

39

mean score will give 5.00 which is the scale rating for “Strongly Agree” as a positive

affirmation to the issue under investigation.

Table 7: Distribution of responses showing the influence which NIPR code of ethics

has on practitioners in Nigeria

Influence of NIPR code of ethics

on practitioners

SA A U D SD Mean St. D Decision

It discourages mediocrity 61 52 231 29 6 3.35 0.894 Can’t say

It makes each PR firm responsible

and accountable

26 332 18 3 - 4.01 0.385 Yes

It enhances professionalism 37 324 15 3 - 4.04 0.409 Yes

It builds image, reputation, giving

unique status to PR firms

19 341 13 6 - 3.98 0.385 Yes

It conveys a sense of productivity

in the practice of PR in various

chapters

45 307 24 - 3 4.03 0.503 Yes

Source: Field survey (2013).

The above result on the influence of the NIPR code of ethics on practitioners has

it that NIPR code of Ethics to a relative extent influences practitioners; all the listed

activities as indicated by the respondents except “it discourages mediocrity” in which

231 respondents (representing 60%) were undecided about, hence, it can not really be

confirmed whether it discourages mediocrity or not.

The other results have it that NIPR code of ethics influences practitioners as it makes

each PR firm responsible and accountable as affirmed by 358 respondents with a mean

score of 4.01 and a standard deviation of 0.385 leading to a “yes” decision which will

give an approximation of the mean score 4.50 an above average scale rating for

“strongly agree” as a positive affirmation to the issue under study.

40

Table 8: Distribution of responses from the open-ended question showing other ways

in which NIPR code of ethics influence the activities of practitioners in Nigeria

Other ways Frequency Percentage

NIPR sets qualification examination to assess practitioners and

recognize years of service as prerequisite to the firms

107 93%

NIPR considers years of service only as prerequisite to firms 8 7%

Total 115 100

Source: Field survey (2013).

The above open-ended responses indicate that NIPR sets qualification examination as

shown above, whereby 107 respondents (representing 93%) affirms this and only 8

respondents representing 7%) indicated years of service as a prerequisite.

Table 9: Distribution of responses showing how NIPR liberates low profile and poor

visibility of some of the PR firms in Nigeria

How NIPR liberates low profile

and poor visibility of firms

SA A U D SD Mean St. D Decision

Through training and re-training

of staff

247 123 6 3 - 4.62 0.562 Yes

Through ideas and initiatives that

can address immediate challenges

34 330 15 - - 4.05 0.357 Yes

Through academic research,

monitoring and evaluation

34 333 3 9 - 4.03 0.438 Yes

By exposing staff of PR firms to

opportunities that abound in the

profession

18 319 33 9 - 3.91 0.472 Yes

Through periodic assessment of

PR firms’ activities

93 271 15 - - 4.21 0.493 Yes

Source: Field survey (2013).

41

It is obvious from the above result that NIPR liberates low profile and poor visibility of

some of the PR firms in Nigeria because they undertake all the listed activities as

indicated by 370 respondents, with a mean score of 4.62 and a standard deviation of

0.562 leading to a “yes” decision which gives an approximation of a mean score of 5.00

being the scale rating for “strongly agreed” as a positive affirmation to the issue

currently under study.

Table 10: Distribution of responses from open-ended question indicating other ways

NIPR liberate low profile and poor visibility of some PR firms in Nigeria

Other ways Frequency Percentage

By building enough infrastructures for firms 79 79%

By improving the productivity of a low fertility area and also

by building infrastructure to the undeveloped area

3 3%

By improving PR firms 11 11%

NIPR build enough infrastructures and improve cereal output

to low fertility area

7 7%

Total 100 100

Source: Field survey (2013).

The result in response to the way NIPR can liberate low profile and poor visibility of

some PR firms in Nigeria shows 79 respondents (representing 79%) indicate the

importance of infrastructures for firm, on 3 respondents (representing 3%) agree that

NIPR improve the productivity of a low fertility area, 11 respondents (representing

11%) highlight the issue of improvement of PR firms, and 7 respondents (representing

70%) affirm to the improvement of cereal output to low fertility area.

42

Table 11: Distribution of responses indicating factors that interfere with NIPR

initiatives in organizing PR practice in Nigeria

Factors that interfere with

NIPR innovations

SA A U D SD Mean St. D Decision

Recapitalization of PR firms in

Nigeria

209 146 15 9 - 4.46 0.687 Yes

Promoting positive propaganda of

PR firms in Nigeria

9 349 21 - - 3.97 0.280 Yes

Promoting standards of best

practice

98 245 27 9 - 4.14 0.637 Yes

Through the reduction of staff on

PR services

12 94 248 12 13 3.21 0.707 Can’t Say

Emphasis on value, reputation and

truth

15 331 21 9 3 3.91 0.504 Yes

Using up to date facilities and

equipment

23 326 21 6 3 3.95 0.499 Yes

Source: Field survey (2013).

Result in the table above show factors interfering with NIPR innovations in

organizing PR firms abound as affirmed by 355 respondents with a mean score of 4.46

and a standard deviation of 0.687 leading to a “yes” decision, which will give an

approximation of the mean score 4.50 as the scale rating for “agree” as a positive

affirmation to the issue under investigation.

On the other hand, the NIPR does not reduce tariff as indicated by 248

respondents (representing 64%) that were undecided, hence, it can not really be stated

whether they undertake such activity or not.

43

Table 12: Distribution of responses from open-ended questions showing other

strategies NIPR adopt to improve its innovations

Other strategies Frequency Percentage

NIPR improves standards of best practice by using up-to-date

facilities

3 2.8%

NIPR improves PR services through the use of improved facilities 18 16.6%

NIPR promotes the standard of PR services through its practices 76 71%

NIPR promotes PR services through monitoring of other activities 7 6%

Through constant practice using improved equipment 4 3.6%

Total 108 100

Source: Field survey (2013).

The results above indicate that NIPR promotes PR services through its practices as 76

respondents (representing 71%) affirm to that. 18 respondents (representing 16.6%) also affirm

to the fact that improved facilities can improve practice, 7 respondents (representing 6%) agree

to monitoring of activities, 4 respondents (representing 3.6%) and 3 respondents (representing

2.8%) all affirm that up-to-date improved equipment can enhance professional practice.

4.3 Discussion of findings

1. The findings of the study revealed that there was a remarkable improvement in the

performance of the Nigerian Institute of Public Relations (NIPR) at various chapters, trends

unfold that NIPR bridges communication gap between corporate organizations, PR

practitioners and the larger society thereby creating an environment that helps all parties to

thrive. This is in line with Owobu, (2012) who revealed that world events and services are

gradually being globalized, shareholders, consumers tax assessors, communities,

Legislators, Executive Government Officers, environmentalists, trade unionists and a host

of others have become sophisticated and inquisitive to know how fair a business

44

organization is doing. They question the conduct of organizations judging performance

from the level of understanding.

2. The result also shows that the code of ethics is an obstacle to Quack practitioners in public

relations because the corporate social responsibility role of Public Relations in Nigeria

discourages selfish and personal motives in the profession. This is in line with Thisday

Newspaper of 10th

February 2013 which says NIPR could utilize Acts to further the interest

of firms while benefiting their communities; which also conforms to Shreyans (2008)

reference to Business school where he quoted Summantra who believes that corporations

are not solely profit generation robots reacting to market forces but are managed by and for

humans and can have a symbiotic relationship with the world around them.

3. It also revealed that in the opinion of respondents about all the listed items on table 9

which gave a positive affirmation of “yes” are such that can be adopted by the NIPR in the

liberation of low profile and poor visibility of PR firms in Nigeria.

4. It also reveals that NIPR is the largest PR Association in Africa that promotes PR services

through its practices, and PRCAN monitors the activities of PR managers and firms.

5. The result also indicated that there was poor funding and support by government which

hampers the speedy introduction of innovations by NIPR and PRCAN.

6. It also revealed that there was no publicity about any form of reprimands or sanctions on

any violating practitioner(s) or firm which may be the reason for the negative affirmation

by respondents about mediocrity in the profession.

45

References

Owobu P.M. (2012) the Practice of Public Relations in Nigeria: Opportunities and

Challenges. Retrieved February 28, 2013 from: http://www.tribune.com.ng/index-

php/brands-a-mastering-public-relations-series.

Shreyans, P. (2008). The crisis and emancipation of the modern corporate executive: How the

Bhagavad Gita reinforces Edward freeman’s stakeholder theory. Michigan Journal of

Business, 1(1)9-33.

ThisDay Friday 10-February 2013 NIPR and the Growth of public Relations in Nigeria.

46

CHAPTER FIVE

SUMMARY CONCLUSION AND RECOMMENDATIONS

5.1 Summary

This work is a study that could be recommended for further studies. It is a work in

progress because NIPR and PRCAN as purveyors of good image, reputation and credibility in

the profession of public relations in Nigeria have more challenges ahead. The problems in PR

is a recurring decimal, it does not just end permanently, because evaluation of performance

level of Nigerian Institute of Public Relations is still in the regulating and stabilizing process.

From the research questions, we were able to find out that there is indeed a remarkable

improvement in the performance of NIPR at various states chapter. But the constraints of

unprofessional practices, mediocrity and selfishness is still very common among deviant

practitioners. The NIPR is still devising strategies which are anchored on the values of

goodwill, reciprocity and mutual understanding

The NIPR help practitioners, organizations and managers of firms in providing a vast

wealth of information to improve performance and practitioners and organizations inturn share

with their clients and target publics. Brandwork Nigeria (2010) in support of the drive to stop

unregistered practitioners, affirmed that such positive practice will earn more professional

prestige and recognition and should be able to obtain a larger share of public relations

expenditure in Nigeria. It was found out that although NIPR provided a code of conduct to aid

professional PR practices in Nigeria, yet, impostors still linger in the profession.

NIPR promotes PR services in Nigeria through the organization of the AGM, seminars

and PR Golden Eagle Awards, where prizes are awarded to distinguished practitioners in both

the male and female categories, for an outstanding organization, and the Distinguished

Information Manager in Public Service Award. The Pioneer Newspaper (Friday 26 April

2013:3) carried other categories of the award like the most outstanding PR campaign won by C

M C connect Gulder Ultimate search, the Best use of PR on Electronic media won by Ferma

47

for a documentary tagged “Eye on the Road”, the Best use of PR in the print media won again

by CMC connect Gulder Ultimate search and the use of PR Department (public/government

sector) won by Federal Roads maintenance Agency. The use of these initiatives by NIPR help

a great deal in enhancing professionalism and performances in the PR world.

However, the government should stir-up and support NIPR in actualizing their vision

because we found out that there is little support on the part of the government and if NIPR and

PRCAN do not have the legal instrument to punish erring practitioners’ managers and firms.

Hence, publications of reprimands and sanctions are a veritable tool in promoting

performances in PR profession in Nigeria.

The implication of the above findings is that the basic support and funding by

government should be provided for NIPR, while facilities and infrastructure be made available

or put in place. When these are provided to NIPR, practitioner(s) organization(s) and

government would benefit immensely from NIPR’s initiatives and innovations. Fortunately,

NIPR and PRCAN are performing well in providing services to their target publics, this is a

great step into the future. There should be a partnership between NIPR and the federal

government to put in place some modalities that would enable NIPR, practitioners, firms, and

government acquire and harness ideas, initiatives and innovations. This could be a

breakthrough in unemployment impediments in Nigeria.

5.2 Conclusion

Although some practitioners, organizations and government may enjoy some advantage

because of deception, the advantage is usually temporary. It is so because falsehood does not

last, NIPR knew the disadvantage of negative PR practices which is the reason for the clamour

for regulated PR practice in Nigeria. False or misleading information can lead audiences to

make bad decisions. The consequences of misleading people can be enormous as well as long

term. In fact, disaffected audiences may seek retribution through legal action, boycotts or other

48

means. The complexities in the practice of PR in Nigeria is brought about by the absence of

government support which made impostors to have a field day.

The NIPR and PRCAN puts on board a strong regulation through decree 16 of 1990

coupled with intense publicity through seminars, workshops, conference etc, to help in curbing

mediocres from mischievous practices. What we are sure about is that NIPR is doing well in

rebranding the image of PR in Nigeria. It is desire that NIPR activities be brought to tertiary

institutions because increased knowledge about NIPR at the grassroots level will enhance

productivity.

Today due to NIPR activities, the PR profession is celebrated in various states chapter.

Bigger agencies recruit graduates and school-leavers to equip them with the requisite technical

and writing skills, and PRCAN is on the watch to check excesses, in this manner NIPR keeps

on researching in order to improve the performances of all stakeholders in the profession and

encourage effective participation in its activities at the national level.

5.3 Recommendations

From the foregoing findings of this research, the following recommendations are

made:

Corporate business organizations thrive very competitively, and PR in Nigeria is vested

upon public trust and confidence. Therefore, a performance index by NIPR at the National

level and state chapters is pertinent in order to instill confidence and truthfulness anchored on

the doctrine of mutual understanding and reciprocity. This should be done trough training and

retraining of staff, and the staff in-turn should manifest goodwill through accountability and

responsive principles of good practices.

The government should resort to NIPR as an unbiased umpire in achieving its

objectives. For instance, government agenda for employment, and the quest for more job

opportunities can work in partnership with NIPR/PRCAN innovations in empowering more

citizens. Reprimands and sanctions should be well publicised in print and broadcast media.

49

Also, low income earners and students should be given their level or category of membership

to encourage a holistic grassroot knowledge of NIPR. This way will likely curb Quackery in

the profession of PR.

Therefore, an evaluation of the performance of NIPR can only be made tangible when

resources like image, reputation branding, identity and positive media exposure are truly and

genuinely pursued. PRCAN members who adopt rigorous research methods for performance

measurement should endeavour to provide the level of performance of PR practicing firms, as

regulated and controlled by the NIPR in the annual PR Review Journal, this will earn more

professional prestige and recognition and should be able to obtain a larger share of public

relations expenditure in Nigeria.

Consequently, NIPR recorded landmark achievements despite the non compliance of

some practitioners due to inordinate reasons. Notwithstanding, some efforts were made and

result oriented ones, in so far as AGM and conferences at private and states level bears fruit

and promises to improve upon the past. State chapters have harnessed the benefit of organized

and regulated Public Relations and this cultivated loyalty and compliance to the national body

of NIPR.

50

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License (creativecommuons.org/licenses).

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from: http://www.uni.edu.

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from: http://www.elearnportal.com/courses/educational/school-and-community-

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Macdonald, (1991, P. 43). Global public relations and intercultural communication. Retrieved

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CCA2571AB00243DC6? OPEN DOCUMENT.

Nigerian Institute of Public Relation Practitioners Act (2012) Decree No. 16 of The Federal

Republic of Nigeria.

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53

Nigerian Institute of Public Relations (2013). Historical Landmark of Lagos State Chapter.

Retrieved March 2, 2013 from http://www.nipr-ng.org/mcriteria.html.

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Newspapers

ThisDay (Friday 10-February 2013) NIPR and the Growth of public Relations in Nigeria.

Daily Trust (Friday 01 – March 2013). NIPR tasks members on accountability.

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The Nation (Thursday 25 – April 2013). NIPR gets students chapter.

The Pioneer (Friday 26 – April 2013) Umanah Boys NIPR Award.

Interviews

Interview with distinguished NIPR, members and practitioners

Lagos State – Barr. Jide Ologun MNIPR

Delta State – Joel Okandeji. MNIPR

Enugu State – Lukeson practitioner

Adamawa State – Mal. Adamu Dodo MNIPR

Kano State – Sule, Yau Sule MNIPR

Sokoto State – Tijanni Sadiqque Bello MNIPR

FCT – Ohaeri Osandu MNIPR

Stephen Adebayo, PhD, MNIPR

Registrar to the Council

54

APPENDIX I

Interview Guide

Questions

1. Can you give us information about NIPR?

2. For how long have you known NIPR?

3. What are your job responsibilities?

RQ1: What is the level of performance of NIPR at various chapters?

4. How long have you been in the public relations profession?

5. What is the performance level of NIPR in your chapter?

6. Do you have an institution for training of students?

7. How do you train and certify students for public relations practice in Nigeria?

RQ2: How can the NIPR Ethics regulate the activities of practitioners in Nigeria?

8. Do you know about the NIPR Code of Conduct?

9. Do NIPR initiatives/innovations influence you as a practitioner?

10. How can we have a stable public relations practice that promotes professionalism in

Nigeria?

RQ3: How can NIPR liberate the low profile and poor visibility of some of the public

relation firms in Nigeria?

11. How do you liberate low profile and poor visibility public relation firms in Nigeria?

12. What are the motivational tips for outstanding performance by public relation firms in

Nigeria?

13. What are some of the programmes organized by NIPR that are capable of transforming

the institute and firms?

14. Do you recommend your staff for further training and re-training in order to cope with

emerging trends?

55

RQ4: What are some of the factors that interfere with NIPR innovations in organizing

public relations practice in Nigeria?

15. Do you have up to date facilities and equipment in carrying out your activities?

16. What about your financial status, how can you guarantee your clients’ goods and

services delivery?

17. Do you embark on academic and professional research in order to boost productivity?

18. What are some of the positive campaigns you embark on?

56

APPENDIX II

Department of Mass Communication

University of Nigeria, Nsukka

Nigeria.

March 2013.

Dear Sir/Madam,

A REQUEST FOR COMPLETION OF QUESTIONNAIRE

I am a postgraduate degree student of the above-named department, conducting a

research titled, “An Evaluation of the performance of Nigerian Institute of Public Relations

(NIPR) 1963 – 2012”. I need your opinion to enable me assess people’s level of awareness

about the institute.

Your name will not be written on this form, hence, the confidentiality of your responses

is guaranteed.

Thank you for your understanding and anticipated cooperation.

Yours faithfully,

Kevin Gadzama

57

PART A

(PERSONAL DATA)

INSTRUCTION: PLEASE TICK (√√√√) APPROPRIATELY

1. Age: 18 – 25 [ ] 26 – 35 [ ] 36 – 45 [ ] 45 and above [ ]

2. Sex: Male [ ] Female [ ]

3. Marital Status: Single [ ] Married [ ] Divorced [ ] Separated [ ]

4. Religion: Christianity [ ] Islam [ ] Others (specify)………………………………

5. Educational Qualification:

First School Leaving Certificate [ ] SSCE [ ] OND/HND [ ]

Bachelor’s Degree [ ] Masters and above [ ] Others (specify)…………………..

PART B

(RESEARCH DATA)

NB: For your response below, the following are the meaning to the acronyms.

(SA = Strongly Agreed, A = Agreed, U = Undecided, D = Disagreed and

SD = Strongly Disagreed)

a. What is the level of performance of NIPR in Nigeria?

S/No. NIPR carry out the following activities in Nigeria SA A U D SD

6. Organize AGM and seminar

7. Treat press releases

8. Sell idea/initiatives to PR firms

9. Carry out communication audit

10. Regulate the practice of PR firms

11. Train and certify students for PR practice

12. Specify other performance of NIPR in Nigeria that you know…………………………

……………………………………………………………………………………………

58

b. What influence does NIPR code of ethics and regulations have on the activities of

practitioners in Nigeria?

S/No NIPR ethics influence practitioners activities in the following

ways

SA A U D SD

13. It discourage mediocrity

14. It makes each PR firm responsible and accountable

15. It enhances professionalism

16. It builds image, reputation, giving unique status to PR firms

17. It coveys a sense of productivity in the practice of PR in various

chapters.

18. What other ways does NIPR code of ethnics influence the activities of practitioners in

Nigeria? ………………………………………………………………………………

………………………………………………………………………………………..

c. How can NIPR liberate the low profile and poor visibility of some of the PR firms in

Nigeria?

S/No Ways in which NIPR promotes image and profile visibility of

some PR firms

SA A U D SD

19. Through training and re-training of staff

20. Through ideas and initiatives that can address immediate challenges.

21. Through academic research, monitoring and evaluation.

22. By exposing staff of PR firms to opportunities that abound in the

profession.

23. Through periodic assessment of PR firm activities

24. What other ways can NIPR liberate low profile and poor visibility of some PR firms in

Nigeria?

59

d. What are some of the factors that interfere with NIPR innovations in organizing PR

practice in Nigeria?

S/No Factors interfering with NIPR innovations SA A U D SD

25. Recapitalization of PR firms in Nigeria

26. Promoting positive propaganda of PR firms in Nigeria

27. Promoting standards of best practices

28. Through the reduction of tariff on PR services.

29. Emphasizes on value, reputation and truth

30. Using up to date facilities and equipment

31. What other strategies? …………………………………………………………………..

…………………………………………………………………………………………..

60

APPENDIX III

Frequency Table

Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid 18 - 25 years 23 6.0 6.1 6.1

26 - 35 years 96 24.9 25.3 31.4

36 - 45 years 212 55.1 55.9 87.3

Above 45 years 48 12.5 12.7 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

Sex

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 204 53.0 53.8 53.8

Female 175 45.5 46.2 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

61

Marital Status

Frequency Percent Valid Percent

Cumulative

Percent

Valid Single 173 44.9 45.6 45.6

Married 169 43.9 44.6 90.2

Divorced 30 7.8 7.9 98.2

Separated 7 1.8 1.8 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

Religion

Frequency Percent Valid Percent

Cumulative

Percent

Valid Christianity 260 67.5 68.6 68.6

Islam 119 30.9 31.4 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

62

Educational Qualification

Frequency Percent Valid Percent

Cumulative

Percent

Valid FSLC 13 3.4 3.4 3.4

SSCE 54 14.0 14.2 17.7

OND / HND 172 44.7 45.4 63.1

Bachelors' Degree 91 23.6 24.0 87.1

Masters and Above 49 12.7 12.9 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

Organize AGM and seminar

Frequency Percent Valid Percent

Cumulative

Percent

Valid Disagreed 3 .8 .8 .8

Undecided 3 .8 .8 1.6

Agreed 71 18.4 18.7 20.3

Strongly Agreed 302 78.4 79.7 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

63

Treat press releases

Frequency Percent Valid Percent

Cumulative

Percent

Valid Disagreed 9 2.3 2.4 2.4

Undecided 15 3.9 4.0 6.3

Agreed 337 87.5 88.9 95.3

Strongly Agreed 18 4.7 4.7 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

Sell idea/initiatives to PR firms

Frequency Percent Valid Percent

Cumulative

Percent

Valid Strongly Disagreed 6 1.6 1.6 1.6

Disagreed 19 4.9 5.0 6.6

Undecided 265 68.8 69.9 76.5

Agreed 80 20.8 21.1 97.6

Strongly Agreed 9 2.3 2.4 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

64

Carry out communication audit

Frequency Percent Valid Percent

Cumulative

Percent

Valid Disagreed 6 1.6 1.6 1.6

Undecided 36 9.4 9.5 11.1

Agreed 334 86.8 88.1 99.2

Strongly Agreed 3 .8 .8 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

Regulate the practice of PR firms

Frequency Percent Valid Percent

Cumulative

Percent

Valid Strongly Disagreed 3 .8 .8 .8

Disagreed 6 1.6 1.6 2.4

Undecided 15 3.9 4.0 6.3

Agreed 342 88.8 90.2 96.6

Strongly Agreed 13 3.4 3.4 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

65

Train and certify students for PR practice

Frequency Percent Valid Percent

Cumulative

Percent

Valid Disagreed 6 1.6 1.6 1.6

Undecided 12 3.1 3.2 4.7

Agreed 348 90.4 91.8 96.6

Strongly Agreed 13 3.4 3.4 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

Specify other performance of NIPR

Frequency Percent Valid Percent

Cumulative

Percent

Valid 374 97.1 97.1 97.1

NIPR earns understanding and

influence opinion and behaviour 4 1.0 1.0 98.2

NIPR looks after reputation with

the aim of earning

understanding and influencing

opinion and behaviour

7 1.8 1.8 100.0

Total 385 100.0 100.0

66

It discourage mediocrity

Frequency Percent Valid Percent

Cumulative

Percent

Valid Strongly Disagreed 6 1.6 1.6 1.6

Disagreed 29 7.5 7.7 9.2

Undecided 231 60.0 60.9 70.2

Agreed 52 13.5 13.7 83.9

Strongly Agreed 61 15.8 16.1 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

It makes each PR firm responsible and accountable

Frequency Percent Valid Percent

Cumulative

Percent

Valid Disagreed 3 .8 .8 .8

Undecided 18 4.7 4.7 5.5

Agreed 332 86.2 87.6 93.1

Strongly Agreed 26 6.8 6.9 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

67

It enhances professionalism

Frequency Percent Valid Percent

Cumulative

Percent

Valid Disagreed 3 .8 .8 .8

Undecided 15 3.9 4.0 4.7

Agreed 324 84.2 85.5 90.2

Strongly Agreed 37 9.6 9.8 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

It builds image, reputation, giving unique status to PR firms

Frequency Percent Valid Percent

Cumulative

Percent

Valid Disagreed 6 1.6 1.6 1.6

Undecided 13 3.4 3.4 5.0

Agreed 341 88.6 90.0 95.0

Strongly Agreed 19 4.9 5.0 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

68

It conveys a sense of productivity in the practice of PR in various chapters.

Frequency Percent Valid Percent

Cumulative

Percent

Valid Strongly Disagreed 3 .8 .8 .8

Undecided 24 6.2 6.3 7.1

Agreed 307 79.7 81.0 88.1

Strongly Agreed 45 11.7 11.9 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

What other ways does NIPR code of ethics influence the activities of practitioners in Nigeria?

Frequency Percent Valid Percent Cumulative

Percent

Valid 270 70.1 70.1 70.1

NIPR consider years of service as prerequisite of the organization

4 1.0 1.0 71.2

NIPR recognizes years of

service as a prerequisite to firm 4 1.0 1.0 72.2

NIPR sets Qualification

examination to access

practitioners and recognize

years of services as

prerequisites to the firm

101 26.2 26.2 98.4

The NIPR sets qualification examination to practitioners and also consider years of service as prerequisite of the organization

6 1.6 1.6 100.0

Total 385 100.0 100.0

69

Through training and re-training of staff

Frequency Percent Valid Percent

Cumulative

Percent

Valid Disagreed 3 .8 .8 .8

Undecided 6 1.6 1.6 2.4

Agreed 123 31.9 32.5 34.8

Strongly Agreed 247 64.2 65.2 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

Through ideas and initiatives that can address immediate challenges.

Frequency Percent Valid Percent

Cumulative

Percent

Valid Undecided 15 3.9 4.0 4.0

Agreed 330 85.7 87.1 91.0

Strongly Agreed 34 8.8 9.0 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

70

Through academic research, monitoring and evaluation.

Frequency Percent Valid Percent

Cumulative

Percent

Valid Disagreed 9 2.3 2.4 2.4

Undecided 3 .8 .8 3.2

Agreed 333 86.5 87.9 91.0

Strongly Agreed 34 8.8 9.0 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

By exposing staff of PR firms to opportunities that abound in the profession.

Frequency Percent Valid Percent

Cumulative

Percent

Valid Disagreed 9 2.3 2.4 2.4

Undecided 33 8.6 8.7 11.1

Agreed 319 82.9 84.2 95.3

Strongly Agreed 18 4.7 4.7 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

Through periodic assessment of PR firm activities

Frequency Percent Valid Percent

Cumulative Percent

Valid Undecided 15 3.9 4.0 4.0

Agreed 271 70.4 71.5 75.5

Strongly Agreed 93 24.2 24.5 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

71

What other ways can NIPR improve low profile and poor visibility of some PR firms in

Nigeria?

Frequency Percent Valid Percent

Cumulative Percent

Valid 280 72.7 72.7 72.7

By building enough infrastructures to the PR firm

4 1.0 1.0 73.8

By elevating low profile to high profile throuhg building infrastructures

68 17.7 17.7 91.4

By improving the productivity of a low fertility area and also by building infrastructure to the undeveloped area

3 .8 .8 92.2

NIPR build enough infrastructures and improve cereal output to low fertility area

7 1.8 1.8 94.0

NIPR elevate low profile and poor visibility by building infrastructures and by improving fertility

8 2.1 2.1 96.1

NIPR improve the poor visibility of some PR by improving rate of the PR firm

11 2.9 2.9 99.0

NIPR promotes the productivity of a low fertile firm by building infrastructures to the PR firm

4 1.0 1.0 100.0

Total 385 100.0 100.0

Recapitalization of PR firms in Nigeria

Frequency Percent Valid Percent

Cumulative

Percent

Valid Disagreed 9 2.3 2.4 2.4

Undecided 15 3.9 4.0 6.3

Agreed 146 37.9 38.5 44.9

Strongly Agreed 209 54.3 55.1 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

72

Promoting positive propaganda of PR firms in Nigeria

Frequency Percent Valid Percent

Cumulative

Percent

Valid Undecided 21 5.5 5.5 5.5

Agreed 349 90.6 92.1 97.6

Strongly Agreed 9 2.3 2.4 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

Promoting standards of best practices

Frequency Percent Valid Percent

Cumulative

Percent

Valid Disagreed 9 2.3 2.4 2.4

Undecided 27 7.0 7.1 9.5

Agreed 245 63.6 64.6 74.1

Strongly Agreed 98 25.5 25.9 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

73

Through the reduction of tariff on PR services.

Frequency Percent Valid Percent

Cumulative

Percent

Valid Strongly Disagreed 13 3.4 3.4 3.4

Disagreed 12 3.1 3.2 6.6

Undecided 248 64.4 65.4 72.0

Agreed 94 24.4 24.8 96.8

Strongly Agreed 12 3.1 3.2 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

Emphasises on value, reputation and truth

Frequency Percent Valid Percent

Cumulative

Percent

Valid Strongly Disagreed 3 .8 .8 .8

Disagreed 9 2.3 2.4 3.2

Undecided 21 5.5 5.5 8.7

Agreed 331 86.0 87.3 96.0

Strongly Agreed 15 3.9 4.0 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

74

Using up to date facilities and equipment

Frequency Percent Valid Percent

Cumulative Percent

Valid Strongly Disagreed 3 .8 .8 .8

Disagreed 6 1.6 1.6 2.4

Undecided 21 5.5 5.5 7.9

Agreed 326 84.7 86.0 93.9

Strongly Agreed 23 6.0 6.1 100.0

Total 379 98.4 100.0

Missing System 6 1.6

Total 385 100.0

What other strategies?

Frequency Percent Valid Percent

Cumulative

Percent

Valid 277 71.9 71.9 71.9

Improve standards of best

practices using up to date

facilities

3 .8 .8 72.7

NIPR improve PR services

through use of improve

machines

8 2.1 2.1 74.8

NIPR improves standard of

practice by means of improved

equipment

3 .8 .8 75.6

NIPR practices by the NIPR

promote the standard of PR

services

8 2.1 2.1 77.7

NIPR promote PR services

through monitoring of other

activities

4 1.0 1.0 78.7

NIPR promotes PR practices by

means of improvice machine 7 1.8 1.8 80.5

Promotion of daily practice to

standadize the PR firm 68 17.7 17.7 98.2

Standard practice promotes the activities of the firm 3 .8 .8 99.0

Through constant practice using improved equipment 4 1.0 1.0 100.0

Total 385 100.0 100.0

75

Descriptive analysis on the level of performance of NIPR in Nigeria

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Organize AGM and seminar 379 2 5 4.77 .489

Treat press releases 379 2 5 3.96 .425

Sell idea/initiatives to PR firms 379 1 5 3.18 .624

Carry out communication audit 379 2 5 3.88 .391

Regulate the practice of PR

firms 379 1 5 3.94 .453

Train and certify students for PR

practice 379 2 5 3.97 .359

Valid N (listwise) 379

Descriptive analysis on the influence which NIPR code of ethics have on

practitioners in Nigeria

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

It discourage mediocrity 379 1 5 3.35 .894

It makes each PR firm responsible and accountable

379 2 5 4.01 .385

It enhances professionalism 379 2 5 4.04 .409

It builds image, reputation, giving unique status to PR firms

379 2 5 3.98 .385

It conveys a sense of productivity in the practice of PR in various chapters.

379 1 5 4.03 .503

Valid N (listwise) 379

76

Descriptive analysis on how NIPR improve low profile and poor visibility

of some of the PR firms in Nigeria

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Through training and re-training of staff

379 2 5 4.62 .562

Through ideas and initiatives that can address immediate challenges.

379 3 5 4.05 .357

Through academic research, monitoring and evaluation.

379 2 5 4.03 .438

By exposing staff of PR firms to opportunities that abound in the profession.

379 2 5 3.91 .472

Through periodic assessment of PR firm activities

379 3 5 4.21 .493

Valid N (listwise) 379

Descriptive analysis on the factors that interfere with NIPR initiatives in

organizing PR practice in Nigeria

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Recapitalization of PR firms in Nigeria

379 2 5 4.46 .687

Promoting positive propaganda of PR firms in Nigeria

379 3 5 3.97 .280

Promoting standards of best practices

379 2 5 4.14 .637

Through the reduction of tariff on PR services.

379 1 5 3.21 .707

Emphasizes on value, reputation and truth

379 1 5 3.91 .504

Using up to date facilities and equipment

379 1 5 3.95 .499

Valid N (listwise) 379