THE LIMITATIONS OF PUBLIC RELATIONS PRACTICE _ADISA OLATUN… · ii the limitations of public...

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THE LIMITATIONS OF PUBLIC RELATIONS PRACTICE

IN DEVELOPING COUNTRIES

BEING

A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILMENT OF THE

REQUIREMENTS FOR THE AWARD OF A MASTER OF SCIENCE (M.Sc) DEGREE IN

PUBLIC RELATIONS MANAGEMENT

BY

ADISA OLATUNDE OYENIYI

PG/M.SC/98/45413

DEPARTMENT OF MARKETING

SCHOOL OF POST- GRADUATE STUDIES

UNIVERSITY OF NIGERIA

ENUGU CAMPUS

JULY 2000

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CERTIFICATION

This is to certify that ADISA OLATUNDE OYENIYI, a post-graduate student in the Department of

Marketing with Registration Number PGM.Sc/9845413 has satisfactorily completed this research

work, being a requirement for (the award of a Master‟s Degree in Public Relations Management.

The work embodied in this research is original in all details and has not been submitted in part or in

full for other diploma or degree of this or any other University.

________________________ _________________________________

D.A. NNOLIM (Prof) DR. (MRS) G.E. UGWUONAH

(PROJECT SUPERVISOR) (HEAD OF DEPARTMENT)

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DEDICATION

This work is dedicated to:

God Almighty for the fullness of life and strength to accomplish this task

My father and mother for their love and encouragement. May the Lord Almighty grant all their

heart desires, Amen!

Mr. J.A Olaifa whose support and encouragement I will never forget. And to all that made my

educational accomplishment possible.

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PREFACE

This is a Project report on the Limitations of Public Relations in Developing Countries –using

Nigeria as a major unit of analysis. This project report is presented to the Department of

Marketing, Faculty of Business Administration, University of Nigeria in partial fulfillment of the

academic requirement for the award of a Master of Science Degree (M.Sc) in Public Relations

Management.

Conscious and frantic efforts have been made to ensure that this report is presented in such a

simplistic fashion as to facilitate easy understanding and also contribute to the existing stock of

human-knowledge in this fascinating area of study. However, the simple nature of this report

does not compromise the standard. The scope of this study was designed to cover all the

developing countries of the world, but owing to some unfavourable and unavoidable variables

which made it rather impossible for the researcher to comb the entire population of the study, a

representative sample had to be randomly selected. In this instance Nigeria was used.

This project report is divided into five interrelated chapters. The first chapter open the

report with a general overview of the study while the second chapter focuses on the review of

some literature that are closely or remotely related to this study. The third chapter deals with the

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research design and methodology while the fourth chapter has to do with the presentation,

analysis and interpretation of the data collected. The fifth chapter, which incidentally happens to

be the last but certainly by no means the least, highlights the research findings, recommendations

and conclusion.

It is hoped that this project report will prove invaluable to other researchers, Public Relations

practitioners and users of Public Relations techniques or strategies

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ACKNOWLEDGEMENTS

Glory be to the Lord my God whose ceaseless watch, wisdom and understanding saw me

through this study. The researcher is sincerely grateful and appreciative of the service rendered

by many people who contributed to the successful completion of this research work.

I acknowledge the wholesome efforts of my indefatigable supervisor, Professor Mrs.,

D.A. Nnolim, and the co-supervisor, Dr J.O. Nnabuko, a scholar per excellence, whose

motherly advise was in no small measure, especially by going through the manuscript and

making useful corrections and suggestions, without showing any sign of strain when Prof

Nnolim was on sabbatical. I thank her immensely.

My thanks also go to Mr. And Mrs, W. Adisa, my parents who have toiled day and night

to make me what I am today. And to my maternal grandparents for their ceaseless supports right

from my infancy.

Also, I am greatly indebted in gratitude to my teacher, mentor and benefactor, Mr. J.A

Olaifa (MNIPR) an excellent resource person and a Public Relations think tank. He is my oasis

of knowledge, and my intellectual backbone. To summarize it all, he is a compendium of

positive ideas. I have been following his steps without any regrets.

Encomium and a big respect also goes to Mrs. Toyosi Durowoju for her immense

encouragement and benign gesture.

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My profound thanks also go to (Senior colleagues and elderly friends) brother, Festus

Akande, Henry Feyi Akinlala, Oladipo Taiwo, Omowale Domingo, Achobe Jacob, John

Amobeda Urubusi Clifford, Olalekan Oyekola, Nath Anokwute, Akinbode Akin, Femi

Elegbede, Remi Adetokun, Farry Fatosin., Akinyode Amuda and Oladele Asalejo

My acknowledgement will be incomplete if I fail to thank colleagues and friends: like

Yinka Ojediran, Kayode Adebusuyi, Murdi Celestine, Bode Black, Boal Baruwa, Harcourt

Horsefal, Gbenga Olufayo, Robert Anuforo, Saheed Gbadamosi, Segun Oluwoie, Gbenga Ajao,

Tunde Azeez, Tunde Owolabi, Yemi Adetunji, Moruf Oluokun (Moble) and Joyce Aziga.

I greatly treasure the contribution of my brothers and sister, Tosin Adisa, Korede Adisa, Tope

Adisa, Kehinde Adisa, lyabo Adisa and to all individuals who contributed to the successful

completion of this project.

I humbly overtly express my sincere and infinite gratitude to Mazi Roland Nnorom for his

indefatigable contribution to this research, and also a big thank goes to Adedayo Alade for

making this research a reality, infact his contribution is invaluable.

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ABSTRACT

The study recognises that there are limitations to effective public relations practice in developing

countries. There is grossly under utilization of the potent instrument of public relations.

The objectives of this study include:

To examine the limitations of public relations practice in developing countries.

To satisfy part of the academic requirements for the award of a Master‟s Degree in public

relations

To provide an academic challenge to scholars in the area of public relations practice in

developing countries.

To offer recommendations on what actions to be taken in addressing the identified

limitations.

Due to inadequate resources and the need for effective coverage, Nigeria was used as the main

unit of analysis, with a sample size of 350.

The research study made use of both primary and secondary data. Albeit, the bulk of the

primary data was obtained via the random distribution of structured questionnaires with multiple

-choice. The secondary data came from journals, books, past research studies unpublished works

etceteras.

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The questionnaire used comprised multiple choice, dichotomous and open-ended questions. The

instrument was pretested and that resulted into minor changes in wordings and sequence to boost

its and reliability. In this study, simple arithmetic percentage was used in the analysis of the data

obtained with the questionnaire.

The results of this study revealed that developing countries are not effectively making use

of Public Relations techniques/ strategies in their national development programmes.

Also the investigation shows that Public Relations as practiced is facing problems in developing

countries and these problems are capable of hindering the effective practice of the profession.

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TABLE OF CONTENTS

Title Page

Certification III

Dedication IV

Acknowledgement V

Abstract IX

Table of Contents X

CHAPTER ONE

GENERAL OVERVIEW

1.1 Introduction 1

1.2 Statement of the Problems 2

1.3 Objectives of the study 4

1.4 Significance of the study 4

1.5 Research Questions 5

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1.6 Scope and limitations of the study 5

1.7 References 7

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Evolution and Historical Development of Public Relations in Nigerian 8

2.1.2 Public Relations in Public and Private Sectors 10

2.2 Meaning of Public Relations 12

2.2.2 Functions of Public Relations 16

2..3 What Public Relations is not 17

2.4 Relationship between Public Relations and Marketing 18

2.5 Brief History of NIPR and FAPRA 20

2.6 Developing countries and their features 24

2.7 Role of Public Relations in developing countries 25

2.8 Factors inhibiting the Effective practice of Public Relations in developing countries 28

2.9 References 32

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CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

3.1 Research Methodology 35

3.2 Structure of the instrument 36

3.3 Determination of sample size 36

3.4 References 38

CHAPTER FOUR

TABULATIONS, ANALYSIS AND INTERPRETATIONS OF DATA 39

4.1 Responses to questions in section “Al” of the questionnaire. 40

4.2 Responses to questions in section “Bl” of the questionnaire. References. 42

4.3 References 52

CHAPTER FIVE

SUMMARY OF THE MAJOR FINDINGS, RECOMMENDATIONS, AND CONCLUSION 53

5.1 Summary of Research Findings 53

5.2 Recommendations. 54

5.3 Conclusion. 55

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5.4 References

Appendices

Bibliography

LIST OF TABLES:

4.1 Questionnaire Distribution.......................................................................................... 39

4.2 Sex Distribution of Respondents .................................................................................40

4.3 Age Distribution of Respondents ............................................................................... 40

4.4 Marital Status of Respondents .................................................................................... 41

4.5 Educational Qualification of Respondents ..................................................................41

4.6 Occupational Distribution of Respondents ..................................................................42

4.7 Respondents Responses as to whether there was awareness about the existence of

public Relations Programmes.......................................................................................42

4.8 Respondents Rating of the Degree of Usage Regarding Public Relations

Programmes................................................................................................................. 43

4.9 Respondents Responses as to whether Public Relations Practice is Facing

any Problem(s)............................................................................................................ 44

4.10 Respondents Responses as to whether the Problems Facing Public Relations

Practice could hinder the Effective Practice of the Professions.................................. 45

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CHAPTER ONE

GENERAL OVERVIEW

1.1 INTRODUCTION

Development, with respect to countries can be examined from various perspectives,

depending on the countries involved For instance, the meaning attached to it by the

developed countries could be different from that of the developing or less-developed

countries. This, therefore, suggests that there is not likely to be an all- embracing

description or definition acceptable the world over.

However, Rogerian (1996) argued that “development is a widely participatory process of

social changes in a society intended to bring about social and material advancement for

the majority of people through their gaining of greater control over the environment”

Similarly, it may not be easy to clearly separate a developing country from a less

developed one due to their similarities in terms of features. Although while some believe

that there is a distinction between the two others contend that such distinction is without a

difference, thereby suggesting that they are one and the same. For purposes of this study,

however, the two terminologies, that is, developing and less developed, shall be used

interchangeably.

A developing country can be described as one that is still in the process of attaining an

acceptable degree of sufficiency in terms of resources. But for any country to attain this

height there are some development tools that should be employed, and one of such is

Public Relations.

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The relevance of public relations in achieving national growth and development in

any society can hardly be over-emphasized due to due to its various techniques that are

highly result- oriented.

Most developed countries of the world today have come to the realization of this

submission and have made conscious efforts to make the best use of Public Relations

techniques to their advantage.

Public Relations revolve round sound organized two-way communication and

consistent information dissemination. Information is an aspect of communication and

communication is equally a part of public relations. Information creates knowledge and

knowledge helps in shaping opinion with a view to winning goodwill that could be built

with the aid of Public Relations practices.

Ekpo (1993) argues that Public Relations as a profession is concerned with

communicating policies and actions to special groups or the public at large.

Today governments all over the world have employed Public Relations to assist

them in governance.

1.2 STATEMENT OF THE PROBLEMS

Evidence indicates that developing countries now require public relations techniques as

part of the tools necessary in efforts to achieve national development, especially in such

areas as mobilization of the citizenry and their enlightenment with respect to the benefits

of such a development.

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However, some obstacles seem to be affecting the effective use of the available Public

Relations techniques in this direction.

The following problems, among others have the tendency of inhibiting the flow of

this study:

(a) Most people in developing countries seem to be ignorant regarding the relevance

of public relations activities to their national development

(b) There tends to be a dearth of modern communication facilities necessary for the

effective practice of public relations in developing countries

(c) Lack of adequate recognition and support from the government of most

developing countries seem to be affecting the practice of public relations

(d) There seems to be insufficient promotional activities of the public relations

profession by the different professional bodies charged with such responsibilities

(e) Inadequate public relations practitioners in developing countries tends to inhibit

the practice of public relations in such countries

(f) Relatively low funding of public relations programmes in such countries is also

having an adverse effect on the practice of the profession.

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1.3 OBJECTIVES OF THE STUDY

The study shall attempt to achieve the following objectives, among others:

1. To examine the factors hindering the effective practice of the public

relations profession in developing countries.

2. To satisfy part of the academic requirements for the award of a Master‟s

Degree in Public Relations.

3. To provide an academic challenge to scholars in the area of public relations

practice in developing countries.

4. To offer recommendations on what actions to be taken in addressing the

identified limitations

1.4 SIGNIFICANCE OF THE STUDY

This study is significant in the sense that it will provide useful information for the

advancement of further studies in the area of public relations.

Also there is much data to provoke subsequent research and development of

academic knowledge by way of books, journals, seminar paper, etceteras in this area of

study.

Apart from the practical research experience which this study shall avail the

researcher, it is also going to be a source of relevant information with respect to the

limitations of public relations in developing Countries

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The successful completion of this study shall serve as a useful reference for

libraries.

Finally, the result of this study shall be a source of information for the general

reader who want to probably improve his or her knowledge on issues revolving round the

practice of public relations in developing countries.

1.5 RESEARCH QUESTIONS

1. What are the factors inhibiting the effective practice of public relations in

developing countries?

2 How can public relations practice be enhanced in developing countries?

1.6 SCOPE AND LIMITATIONS OF THIS STUDY

Actually, the scope of this study should have been designed to cover most

developing countries but due to inadequate resources, the researcher had to use Nigeria as

the main unit of analysis.

It is a statement of fact that the average Nigerian researcher is constantly faced with a

gamut of interacting variables that tend to impede his/her efforts at promoting learning

and improving the functional knowledge of people.

Consequent upon the foregoing, the researcher also had to contend with some

problems which include the following:

1. Inadequate finance - This was perhaps the greatest problem the researcher

encountered because it hampered easy movement around the study area.

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2. Time constraint - Due to the time limit attached to the submission of this project

report, it was impossible for the researcher to cover wider grounds.

3. Indifferent Attitude of Respondents- Some of the respondents exhibited some

form of lackadaisical attitude in completing the questionnaires and were reluctant

to grant oral interviews. This seems to be a confirmation of an argument by Ene

Essien (1979) that “the main problem associated with the collection of primary

data in Nigeria is the reluctance of interviewees to respond to simple questions

since such will not put a meal on their tables”. As a result of this, therefore, the

researcher had to make conscious efforts to disabuse such respondents‟ unfounded

prejudices in order to get them respond positively.

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REFERENCE

1. NWOSU IKECHUKWU (1996) Public Relations Management, Principles, Issues

and Applications, Dominican Publishers Aba. Nigeria. P. 184

2. MOSES, EKPO (1993)” Inter-Governmental Public relations” in Public Relations

for Local Governments in Nigeria. Talkback Publishers Limited. lagos. PI32.

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CHAPTER TWO

2.1 EVOLUTION AND HISTORICAL DEVELOPMENT OF PUBLIC -

RELATIONS IN NIGERIA.

Most professions trace their origin to America and Europe; and Public Relations is

no exception. This profession is recognized as a major business function in this part of the

world. To be precise, vigorous public relations practice in the United States of America

and Britain dates back to the 19th

Century. Perhaps this early start accounts for the

sophistication the practice of the profession has reached in these countries. The

seriousness with which they take Public Relations might be partly accountable for the

developed state of their economies.

In the United States, the first publicity firm, the Publicity Bureau was founded by

George Michael in 1900. However, Ivy Ledbetter Lee has the credit of pioneering PR in

the U.S. This is probably because of his famous “Declaration of Principles”, the theme of

which was that the public can no longer be ignored nor fooled in information management

and dissemination. In Britain, Sir Stephen Tallent got the credit for organizing PR in

1926(Kingsley, 1993). The development of Public Relations in Nigeria is not divorced

from the country‟s colonial past. Britain was our colonial master for a very long period of

time. About mid-way into its forced administration of the country, strident voices rose

from within the country against the consequences of colonial subjugation.

Nationalistic activities were boosted by the increased awareness of the citizenry

engineered by the educated elites among whom were trade unionists.

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Against a background of conscription into the colonial army for purpose of

prosecuting the first and second world wars, deplorable standard of living occasioned by

the decline in the prices of agricultural products, scarcity of essential goods, and the

consequent high cost of living, social disenchantment and unpopularity of the government

became a logical development.

In an attempt to check the growing disaffection against the government, the

establishment of an information office was effected in 1940 with the main objective of

disseminating war information. The office was also charged with the responsibility of

sorting out matters connected with the newly established information office.

In 1944, the name of the office was changed to Public Relations office. This name

was accepted by the people who in those days had some misgivings about the Information

office because during the war years, the war Information office was unfortunately seen as

a police informant or detective.

In 1947, after the adoption of the Richard constitution, the Public Relations office

was changed to Public Relations Department. It was the only office of its kind in Nigeria

in the then unitary government.

In 1957, a regional office was opened in Ibadan and in 1958, another regional

office was opened in Enugu, with the expansion of the Public Relations Department of the

government into the hinterlands, the Public Relations Department soon became a factor to be

reckoned with in the development of good press relations.

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2.1.2 PUBLIC RELATIONS IN PUBLIC AND PRIVATE SECTORS

The biggest challenge that faced the colonial government then was utter lack of

acceptance and confidence by the populace. Because this general acceptance was

not forthcoming, the colonial government sort to make a break through by

engaging many Nigerians as Public Relations officers. Some of the earliest

Nigerians who were recruited into the government‟s owned Public Relations

department included Mr. Ayodele Lijadu, correspondent during world war II and

Miss Milicent Douglas, of the then West African Pilot.

This was soon followed by another mass recruitment of Nigerians in 1948

as Assistant Publicity officers. The list included late Alhaji Ade Thanni, late Mr.

Ogunyinka as well as Messrs Adewale Fashanu, A.Y Eke, P.E. N. Malafa. Other notable

Nigerians who came into the profession later included Mr. Peter Enahoro, Mr. Cyprian O.

Ekwensi and late Mr. Samuel Epelle. The last two became Directors- Federal Ministry of

Information in succession. It is important to mention at this stage that the period under

consideration was 1946 to 1951 during the introduction of both Richards and Macphersons

constitutions.

Also of note was the fact that most of these Nigerians were journalists, who rose to

become Press officers at the emergence of Public Relations Department, which later

metamorphosed into the Federal Ministry of Information. The National Electric Power

Authority (from Electricity corporation of Nigeria) was one of the first federal parastatals

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to establish a Public Relations Bureau. And by 1959, NEPA‟S Public Relations

Department had taken off in full swing.

Moreover, many other parastatals have since been trailing the blaze, blazed by

NEPA.

The history and development of Public Relations in the Private sector in Nigeria can be

traced to the United African company‟s activities towards the establishment of a Public

Relations Department in 1949 on commencement of operations, its main functions were to

inform businessman about business activities as well as to project UACN as a major

Nigerian industrial, technical, and commercial company, deeply involved in the stability

of the economic life and progress of Nigeria.

That therefore is how the company mobilises its publics and receives their

goodwill, support and cooperation, which combine to create a favourable business

environment.

Shell BP came up with her own Public Relations Department in 1969. The Public

Relations activities of Shell embraced “all activities relating to relations between the

company, on the Federation, Local communities, the press, commercial organizations

educational institutions and the other sectors of the public”. Like UACN, Shell‟s objectives

for fostering these relations were to ensure constant existence of unobstructed channels of

communication with these publics, thus creating an atmosphere of understanding and

cooperation.

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2.2 MEANING OF PUBLIC RELATIONS

The task of defining Public Relations is an herculean one as there seems lo exists various

definitions and interpretations of the profession or discipline,

Orraca-Tetteh (1986) was pushed to the point of saying that “perhaps the most baffling,

challenging and yet frustrating aspect of Public Relations is simply how to define it.

There are bewildering numbers of definitions of Public Relations put forward by different

authors and Public Relations Association”.

Cutlip, Center and Broom (1994) defined Public relations as “the management function

which evaluates public attitudes, identifies the policies and procedures of an individual or

an organization to earn public understanding and acceptance”.

Hordes of practitioners had advanced series of definitions to capture the essence of Public

Relations. Scholar and professional leader, Rex Harlow collected and analysed a total of

472 definitions written since early 1990‟s. He was able to identify and classify ideas in

each. At the end of his analysis, he came up with this rather lengthy definition:

“Public relations is the distinctive management function which helps establish and

maintain mutual of communication, understanding, acceptance and co-operation between

organization and its publics, involves the management of problems or issues, helps

management to keep informed on and responsive to public opinion defines and

emphasizes the responsibility of management lo serve the public interest. It helps

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management to keep abreast of and effectively utilize change, serving as an easy warning

system to help anticipates trends, and uses research and sound ethical communication as

its principal tools”.

Two other Universally accepted definitions of Public Relations that would be of

benefit in this study are those of the British Institute of Public Relations (BIPR) and the

International Public Relations Association (IPRA), the BIPR defines Public Relations as

the deliberate, planned and sustained effort to establish and maintain mutual

understanding between an organization and its publics”

The IPRA definition which is commonly referred to as the Mexican statement of 1978

states that “Public Relations is the art and social science of analysing trends, predicting

their consequences, counselling organization leaders and implementing planned

programmes of action which will serve both the organisation and the public interest”

All these myriad of definitions point to the fact that Public Relations is a big

communication business, its activities revolve round communication that is knowledge

creation through the dissemination of what could be regarded as ungarnished information.

It is common knowledge that Public Relations strives to establish, maintain and

sustain mutual understanding or co-existence between an organisation and its varied public

by building a solid platform for cordial relationship. This is perhaps why Sam Black

(1989) said that public relations is a “Bridge builder”, while Lucien Malrat simply

described it as “a strategy of confidence”.

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Communication is very vital in the practice of public relations. Jnfact, it could be aptly

regarded as potent instrument of effective Public Relations practice the world over.

Buttressing this claim, Salu (1997) asserted that, “for a Public Relations practitioner,

communication is the key to all that he does”.Also lending credence to this, Seitel (1989),

said that the Public Relations practitioner is “a professional communicator.” Above all

others, an organization must know how to communicate. And this knowledge sets the

Public Relations practitioners apart from the others. It should however, be stated here that

Public Relations practitioners do not just communicate or engage the services of the

media for the fun of it. In Public Relations every communication activity is carried out

with the interest of both the organization and the publics in mind

Salu (1997) disclosed that “there is no amount of communication, however,

cleverly constructed, will long sustain public support for questionable cause, because

contrary to the perceptions of some, Public Relations cannot generate support for policies

and practices which in the long run, are contrary to the public interest”.

Communication in Public Relations is a two way information flow or process. In a

typical Public Relations communication situation, both the communicator and the

communicatee are important as both rely on each other for knowledge or information

acquisition.

Public Relations practitioners communicate to sensitize the publics with a view to

moulding or shaping public sentiments.

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Abraham Lincoln of USA emphasized the power of public sentiment when he

remarked that “Public sentiment is everything. He who moulds public sentiment goes

deeper than he who executes or pronounces decisions. He makes statutes or decisions

possible or impossible to execute”.

An organization is judged by its behaviour. Public Relations is about goodwill,

image projection and reputation management. Public Relations activities are essential to

every organization because understanding and satisfying the needs of the public are

necessary for organizational growth and survival

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2.2.2 FUNCTIONS OF PUBLIC RELATIONS

Public Relations perform a legion of functions in an organisation. But in this

review, they would be tightly summarised under eight paragraph as follows:

Public Relations deals with the relationship between an organisation and its

various constituent publics.

It carries out information and communication functions within and outside

the organisation. This stresses the fact that public relations serves as a veritable

information and communication bridge between an organisation and its various

internal and external publics.

Public Relations discharges advisory or counseling functions in every

organisation. In this regard, .Public Relations practitioners in organizations advise

or counsel management on the importance of such issues as good performance,

sensitivity to public interest and related matters (Nwosu; 1995).

Public Relations produces specific changes in awareness, opinions and

behaviours inside the organization (Cuttip, Center and Broom; 1994)

In events marketing, Public Relations performs some vital roles in the areas

of conceptualising, planning, executing and evaluating events for organisations or

clients. This is gradually becoming a special area in Public Relations marketing

consultancy.

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Helps in adjusting those policies procedures and actions found to be in

conflict with the public interest and organisational survival.

Public Relations also performs marketing support function. This has to do

with such tasks as ensuring effective customer relations and understanding thereby

helping to promote sales as one of the promotional tools of marketing.

It also performs the function of building and sustaining sound, productive,

mutual relations with international Publics such as customers, diplomats,

government, business organisations, non business organisations and others

(Nwosu; 1995).

2.3 WHAT PUBLIC RELATIONS IS NOT

Ikechukwu Nwosu (1996) identified the following misconceptions about Public

Relations practice:

Public Relations is not the act of telling lies about your organization client.

Public Relations is based on truth and full information.

Public Relations is not abracadabra, magic, window dressing or presenting

a wishy-washy product/ service/ Organisation/Personality in a way it/ he

does not deserve. Public Relations is based on high performance, equality

and credibility in terms of products, service, policies and practices.

Public Relations does not mean bribery or “Kola”. Public Relations is based

on two- way communication which leads to mutual understanding, respect,

goodwill and acceptance.

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Public Relations is not arranging and providing girls for the Chief

executive, his friends, board members, clients, etc. Public Relations is

based on moral principles.

Public Relations is not organising parties and other social events. Public

Relations is a top management function.

Public Relations is not the act of carrying a boss‟s bag or running errand for

him, his wife children and relatives

Public relations is not merely employing a beautiful, always smiling but

empty-headed girl to woo or seduce customers.

Public Relations is not propaganda, advertising or publicity. Sometimes,

however, Public Relations uses the tools to achieve its objective.

2.4 RELATIONSHIP BETWEEN PUBLIC RELATIONS AND MARKETING

Public Relations is an organisation‟s communications with its various

publics, such as customers, vendors, news media, employees, stockholders, government,

and the general public. Many of these communication efforts have a marketing purpose,

Boone, Kurtz(1990).

Marketing is mainly concerned with the identification of consumers‟ needs and the

prompt supply of such needs. In most cases, these needs are created in the dynamic and

this is where Public Relations is always dynamic which is where the organisation interacts

with the public vice- versa. Going by this train of reasoning, some experts posited that,

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stripped of all technicalities, marketing “could be simply defined as a transactional or

symbiotic relationship between the seller and the buyer. And frankly speaking, such

transaction, just like every form of relationship cannot transpire or be effective without

effective communication.

Public Relations as a marketing support technique is well understood. Marketing is

defined by the Chartered Institute of Marketing as the management process responsible for

identifying, anticipating and satisfying, customer requirements profitably. Implicit in this

definition is the need to create goodwill between the organisation offering the products

and services and the purchasers (Roger, 1990)

From the above analysis, it is obvious that there is more to modern marketing than

conceiving and developing a good product, fixing attractive price, and making it

accessible -to target customer. What is ostensibly involved in modern marketing activities

is no other than effective and steady communication with both present and potential

customers.

This is where Public Relations input is paramount.

Scheive (1987) captured the current mood of the marketing environment through

these words “In sum, Marketing must realize that the entire marketing mix operates as

communication system. It communicates a position in the market place, an image that is

usually differentiated from those of competing products. Each Marketing activity

combines with the others to create this effect. At the same time, each individual

marketing action is a communication in and of itself‟.

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Public Relations efforts help in activating marketing, just as Jefkins (1985) disclosed that

“there is a Public Relations element in every facet of marketing”. There are so many

salient market education activities that marketing cannot single handedly perform except

in concert with Public Relations. Like the area of dealer and customer relations,

packaging, research, and the all important marketing mix. These areas benefit immensely

from public relations ingenuity based on well designed Public Relations methods, Public

Relations counseling and of course Public Relations research techniques.

Both marketing and Public Relations seek to gain and sustain the attention,

interest, understanding, goodwill and patronage of an organisation‟s publics. In achieving

these lofty objectives, both strive in various ways to project a good image of the

organisation before these publics as an entity deserving recognition, respect and trust.

Public Relations has a prime corporate role it can be used to support marketing in many

areas by improving awareness, projecting credibility, competing competition, evaluating

new marketing, creating direct sales leads, reinforcing the effectiveness of sales promotion

and advertising, motivating the sales force, distributors/ wholesales/ services, building

brand loyalty, dealing with consumer issues and in many other ways, Roger (1990).

2.5 BRIEF HISTORY OF N1PR AND FAPRA

In order to, hopefully, silence abusers of Public Relations and particularly to focus

sharply on the real substance of Public Relations, Sam Epelle, initiated the

21

formation of a body that would “professional^ by think, plan, practice and live

Public Relations in Nigeria”. That was in 1961.

By 1963, he had excited some colleagues who, with him, founded what was

then known as the bublic Relations Association of Nigeria (PRAN).

Epelle, the initiator, became coordinator, chairman and eventually President

of PRAN in Lagos. His friends later took PRAN to Enugu and Port Harcourt.

Osuji in Nkwocha, (1999) believes that in Nigeria, the need for Public

Relations arose immediately after the second world war. At that time, there was

need for effective information as a result of growing unpopularity of the then

colonial government.

In 1972, the Public Relations Associations of Nigeria (PRAN) was renamed

the Nigeria Institute of Public Relations ( NIPR).

Onah in Nwosu (1996) considers Public Relations as a respected profession

in Nigeria and he views this from two levels: professionally and educationally.

At the level of professional practices for example, the Nigerian government

has by the promulgation of Decree No. 16 of 1990, made the Nigerian Institute of

Public Relations (NIPR) a chartered institute in which every qualified person must

register before he/she can practice Public Relations in the country.

By this single act, Public Relations practice is no longer an all-comers

affair. It is no longer open to quacks, “gate crashers” charlatans and professional

pretenders of all types. It is only for the professionally trained or qualified,

22

experienced and registered experts or practitioners who know what Public

Relations is all about.

At the educational or academic level, Nigeria is also leading by being the

first African country to establish a full- fledged degree awarding programme in

public Relations located at the Enugu Campus of the University of Nigeria. This

programme (the M.Sc Degree programme) is already producing graduates and

plans to eventually graduate from an academic programme to an academic

department. Some other Universities in the country also plan to mount degree

courses in Public Relations soon.

The Federation of African Public Relations Associations (FAPRA) was

formed in 1975 in Nairobi, Republic of Kenya. FAPRA is a federation of national

Public Relations organisations in African countries which are recognized by the

Organisation of African Unity (O.A.U), now African Union (AU).

Membership is also open to individual. Public Relations Practitioners in all African

countries. FAPRA is a clearinghouse for information on Public Relations in Africa.

The aims and objectives of FAPRA include:

• To set standard of Public Relations Practice in Africa through education and

code of ethics

• To foster the establishment of national and sub-regional Public Relations

organisations, so that the profession shall flourish in all parts of Africa.

23

• To promote unity and co-operation especially as a consultant body to the

Organisation of African Unity and its various agencies.

• To publish bulletins and journals of Public Relations practice in Africa

• To affiliate with all other similar international professional bodies.

The Federation of African Public Relations Associations ( FAPRA) is run by a

Governing Council comprising a president, representing the African sub-regions of

North, West, East and Southern African. Secretary- General, Treasurer, Public Relations

Director, and the Programmes Director.

The Governing Council is elected bi-annually. FAPRA is funded through

subscriptions from its individual and-national members as well as by levies imposed upon

them by the council and donations. Pursuant to the achievement of its objectives, FAPRA

continues to update the skills and professionalism of Public Relations practitioners in the

continent. This it does through conferences, Seminars, lectures and similar events. Each

Annual General Meeting and Delegates Conference represents FAPRA‟s efforts in that

direction. FAPRA has also initiated the publication of a professional journal.-”Public

Relations in Africa:” a package of scholarly presentation of articles by eminent

personalities dealing with various key issues, which demand public relations attention

and strategies.

24

2.6 DEVELOPING COUNTRIES AND THEIR FEATURES

A developing economy is characterized by unfavourable trade terms, control by

foreign interests, concentration on the extractive or export oriented sectors, neglect of the

production of Capital goods/ finished products, lopsided dependency on export of a few

primary products to a few developed countries (Nwosu, 1996)

Other characteristics include unemployment, chronic balance of payment deficits,

great inequalities in incomes, cultural alienation, importation of high technology and

dependency on developed countries for capital, manpower and similar critical economic

factors”.

United Nations General Assembly sees under-developed or less-developed countries as

having a per capital Gross National Product (GNP) of 100 dollars or less, where

manufacturing accounts for only 10% or less. Adult literacy and life expectancy are

considerably lower than in the advanced countries, level of materials and social well-

being falls- far short of that enjoyed by the industrialized nations.

A developing economy can also be characterized by consumption orientation, ill

developed financial institutions and structural defects.

The deteriorating state of the Nigerian economy caused by mismanagement and

the general depression of the global economy, according to Babashola, Edet and Taylor,

(1996), can have the following effects.

Personal Insecurity: Personal security is still not guaranteed in some areas as

the high frequency of armed robbery and other activities show.

25

Inadequate Health facilities: Access to health facilities has become the

privilege of the rich as the cost of prescription drugs has soared beyond the

reach of the poor.

Lack of safe water: Safe water is still a major problem and the electrification of

the rural area is still a dream. But even where there is “safe” water, in the urban

areas, its portability is not guaranteed without boiling or filtering it, as the state

of the pipes is all but safe.

Gross Insufficient Power Supply: Power failures in urban areas are not just a

rare incident but, in the major urban conglomerates like Lagos, a permanent

threat that the National Power Authority acronym is often translated as “Never

Expect Power Always.”

The multiple social manifestations of poverty hinders meaningful development. Poverty

manifests itself in prostitution, exposure to risks, corruption, robbery, street life,

increased unemployment, living in squalors, high infant mortality, acute malnutrition,

short life expectancy, human degradation, living in overcrowded and often poorly

.ventilated homes.

2.7 ROLE OF PUBLIC RELATIONS IN DEVELOPING COUNTRIES

No where to day is Public Relations more important than in developing nations

because new political ideas, social services, industrial enterprises and commercial

products need to be explained to increasingly literate populations, ( Jefkins; 1977)

26

There seems to be a high degree of consensus amongst communication experts

that proper development of any nations is dependent on sound Public Relations

communication techniques.

Development is described as a “dialectical, participation and people- oriented

process that involves accumulation, mobilization and integration of human, material,

information, knowledge and other resources in an inter-disciplinary, planned and

systematized manner for the achievement of better quality life for rural and urban

dwellers, (Nwosu; 1996).

In the same vein is Rogerian when he sees development as “a widely participatory

process of social and material advancement for support and control over the

environment”.

Thus, since development is believed to carry people along, Public Relations-

effective two way communication techniques is essentially inevitable as a potent tool and

a magic wand for effective mass mobilization, orientation and re-orientation.

Frank Jefkins popular “PR” transfer process regards the PR executive as that of working

on the publics to change their hostility towards an organization to sympathy, Prejudice to

acceptance,-apathy to interest and ignorance to knowledge.

It must be this fact that made the Public Relations Society of America (PRSA) to

assert in a 1982 official statement that “Public Relations helps our complex society to

reach decision and function more effectively by contributing to mutual understanding

among groups and institutions. It serves to bring private and public policies into harmony.

27

It is an open secret that Public Relations practice via its communication techniques

can help douse encumbrances impinging on rural and national development. These

encumbrances include; multifarious political, economic, managerial, leadership, social

moral or ethical, ethnic and similar development - related problems.

Public Relations has played an immense role and it is still playing tremendous

roles in dousing political apathy and suspicions. It also helps in promoting cordial

leadership, followership - relationship and facilitating mutual trust and respect.

The previous trend of unhealthy Socio-political atmosphere, when development

projects are conceived and started without involving the masses or populace is now

reducing via effective two-way communication. Participatory approaches are now

considered to be effective because of their ability to highly mobilize and involve the

masses in development process (Sarveas and Mayo; 1984).

Public Relations is helping in the area of developing survival mechanisms to deal

with the thorny problems of multi-lingualism, multiple dialects and varying non-verbal

communication cues in dealing with communications across and even sometimes within

national frontiers. This will help to address pluralistic values, cultures, beliefs and

religions. Public Relations helps in erasing nebulous impression, build mutual trust,

prevent misinformation, dis-information and ill-advised high-handed government or

management policies, actions or inactions that utterly neglect the human factors in

organizational or corporate survival, (Nwosu 1996). Intra-national conflicts rampant in

28

Africa are preventable/avoidable with the magic wand of Public Relations practice. And

fortunately Public Relations is playing substantial role in this regard.

Also in the industries and government ministries, effective Public Relations

practice is helping to prevent disruptive, industrial unrest based on prejudice, ignorance,

ill-feelings, mistrust, poor communication, poor motivation and negative attitudes.

Effective Public Relations communication techniques should be geared to achieve

the following for developing nations, general awareness creation, re-shaping of opinion,

positive attitude, winning empathy and garnering, massive support required for national

development. In such circumstances, Public Relations provides such services as answering

important public questions, providing counselling and guidance on a continuing basis on

community activities, fund raising and social welfare programmes.

Finally since Public Relations always attempts to overcome hostility,

misinformation or apathy, today, government all over the world seem to employ Public

Relations strategies to assist them in governance. Many developing countries are pluralist

or multi-community societies and in this regard Public Relations helps in promoting

mutual understanding, that brings about peace.

2.8 FACTORS INHIBITING THE EFFECTIVENESS OF PUBLIC

RELATIONS IN DEVELOPING COUNTRIES

It cannot be gainsaid that Public Relations pervades virtually all fields of human

endeavours, but despite this pervasiveness some factors seem to retard its dominance or

29

growth in developing countries. Nwosu (1996) once opined that Public Relations is worse

in terms of professional growth and development. It is usually given secondary attention.

On the same train of thought is Akinyemi (1993), he agrees that Public Relations

practice is being impinged and bedeviled by a myriad of problems.

Some of these inhibiting factors are identified below.

Practitioners and management frequently disagree as to its function and objectives.

Public Relations practitioners complain that management did not inform them on

important matters or consult them in policy-making plans and significant Public

Relations aspects.

Unfortunately, this seems to also be the situation or practice in some private sector

establishments or companies where the Public Relations officers have not been made the

management insiders that they should be. This obviously affects such Public Relations

officers or managers‟ performance. And of course there is no way one can expect such

managers to contribute meaningfully (Nwosu, 1996)

Another inhibiting factor according to Achison (1999) is “the rapid growth of

Public Relations which has attracted many inexperienced, unethical practitioners who tend

to create false image of the activity, and detract the honest efforts of great majority of

competent, ethical Public Relations people.

Onah (1996), described all these inexperienced and unethical practitioners as

“quacks, gate-crashers, charlatans and professional pretenders of all types”. The status of

Public Relations practitioners in the society is another factor because certain unethical

30

behaviours of the detractors make public critics regard the Public Relations people as

manipulator people with deceptive persuasions. The inadequacy of New information and

communication Technologies (NCTs) also plague effective practice. In modern Public

Relations practice, traditional communication devices like files, index cards, paper pencils,

pens, telephone, typewriter, new-letters, group and interpersonal forums or meeting are

increasingly being replaced or supplemented by NCT input, storage and communication

devices like intelligent typewriters, computer terminals, optical disk, intelligent circuitry,

word processors, electronic mailing system, teleconferencing, computer conferencing,

satellite, electronic fund transfer system and computer management information system,

Nwosu(1996).

The present “cold war” and suspicious relationship between in-house Public

Relations departments and consultancies is also another inhibiting factor.

Inadequate number of qualified or competent Public Relations practitioners also

tends to militate against the effective practice of Public Relations. Another is education

and training of practitioners in Nigeria for instance, the Nigeria Institute of Public

Relations (NIPR) determines the nature and scope of knowledge required to practice the

profession. “What such bodies usually prescribe are considered to be basic. A true

professional or successful practitioner of Public Relations must therefore endeavour to go

beyond this basic prescription.” Some practitioners are intellectually lazy and not upright

in the course of discharging their professional duties. What they fail to realize is that the

31

body of knowledge and skills required to survive in Public Relations is rather wide and

the industry‟s scope or area of coverage is always expanding.

In Nigeria and other developing countries where Public Relations management is

relatively young, Public Relations programmes are under funded, thus, this inadequate

funding has grossly affected the effective practice of the profession.

The present situation by which foreign Public Relations firms are contracted for

Nigeria will not give room for Public Relations practice in Nigeria to grow into a powerful

tool of rural and national development This shows inadequate support from government

and its agencies, perhaps, we should think globally and act locally. It is believed that

Nigerian Institute of Public Relations ( NIPR) is not doing enough in the areas of

promoting the profession and warding off unscrupulous miscreants.

It is believed that at the end of every tunnel there is always light, little wonder

when Onah in Nwosu (1996) runs thus:” Public Relations has grown from press agentary,

publicity or a minute aspect of marketing, communication and management studies and

practices, to a full- fledged discipline and profession. This is global trend. It is a trend

which the developing countries are working hard to move along with. In Africa, Nigeria

seems most determined to remain at the forefront of this effort towards the

professionalization of Public Relations practice in all its ramification”

32

REFERENCES

1. Oyekan, J1bade (1993): “Nigerian Institute of Public relations 30 Years Growth” – In

30 years of Public Relations In Nigeria. NIPR - A Cap-David Production. P. 11

2. Cutlip Center And Broom (1994): Effective Public Relations, Englewood Cliff New

Jersey: Prentice Hall Inc. P. 16.

3. Nwosu, Ikechukwu (1996). Public Relations Management, Principles Issues and

Applications Dominican Publishers Aba, Nigeria. P. 5.

4. Black, Sam (1989), Introduction to Public Relations. London: The Modino Press

Limited and the International Public Relations Associations (1PRA).

5. Salu, Adekunle (1994): Understanding Public Relations, A Cap-David production,

Lagos P.7.‟

6. Nwosu, Ikechukwu (1995): “Marketing Communications: Introductory and Definitive

Overview,” in Ikechukwu .E. Nwosu and Uchenna Ekwo (Eds), Mass Media and

Marketing Communications. Enugu: Thought Communications Publishers.

7. Nwosu, Ikechukwu (1996) Public Relations Management, Principles, Issues and

Applications: Dominican Publishers Aba, Nigeria P. 179.

8. Boone and Kurtz (1990): Contemporary Business, Holt, Rinehart and Winston Saunder

College Publishing. P.474.

33

9. Aweneri, Festus (1999): In-Road Into Public Relations. FEST, Communications

Lagos. P.25.

10. Roger, Haywood (1990): A11 About Public Relations: McGraw Hill Publishers, P.

156

11. Jefkins, Frank (1985) Introduction to marketing, Advertising and Public Relations,

London: Macmillian Publishers. P32.

12. Roger, Haywood, Op.Cit. P. 158.

13. Nkwocha, Jossy (1999) Effective Media Relations Issues and Strategies. Zoom Lens

Publishers Lagos. P27.

14. Oyeneye, Peter (1996). Concept and Principles of Public Relations Media Ciate ltd

Lagos. P. 125.

15. Nwosu Ikechukwu, Op. (It P182-183)

16. Lecture Notes / Excerpts on Mass Communication and National Development. M.sc

(Public Relations) Programme University of Nigeria. Enugu campus 1998.

17. Babasola Edet And TAYLOR (1998) Managing Development in Nigeria: UNDP

Publishers, Lagos, P. 12.

18. Babasola, Chinsman (1996): Human Development Report. UNDP Publishers Lagos,

P.18.

19. Ajit, Dasgupta (1974) Economic Theory and Developing Countries, Macmillian Press

Ltd. London.

34

20. Jefkins, Frank (1977): “The Credibility Factors” Public Relations (Journal of the

NIPR) Vol. 1, No.2, January - June.

21. Sarveas And Mayo (1994): Approaches to Development Commission: An Orientation

and Resources Kit. Paris and New York: UNESCO/UNFPA.

22. Nwosu Ikechukwu, Op, Cit. P. 184.

23. Jossy Nkwocha Op. Cit. P.24.

24. Nwosu Ikechukwu, Op. Cit.P

25. Ak1nyemi. BJ.. (1993) “The Challenges of Public Relations in 1990s” - In 30 Years

of Public Relations in Nigeria. NIPR -m A Cap-David Production P. 116.

26. Nwosu Ikechukwu, Op. Cit P.165

27. Lecture Notes/Excerpts on Public Relations and National Development, M.Sc. (Public

Relations) Programme, University of Nigeria, Enugu Campus, 1999.

28. Onah . J.o. (1996) “FORWARD” in Bcechukwu Nwosu. Public Relations

Management. Principles, Issues and Application: Dominican Publishers Aba Nigeria.

P.V1.

29. Nwosu Ikechukwu Op. Cit P.2I9.

30. Ibid P.222.

31. Onah J.O In Nwosu Ikechukwu Op. Cit. P.V1.

35

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY:

This chapter focuses on the procedure adopted in effectively carrying out the research

work with particular emphasis on the determination of the study size from the estimated

population of the study, the sources and instruments of data collection as well as the

design and distribution of questionnaires.

3.1 RESEARCH METHODOLOGY

For the purpose of better understanding of the research topic and in view of the

importance attached to the study, descriptive research is used. This is to enable us carry

thorough investigation and adequate exploration, in addition, it helps us to unravel the

essential elements and assess the validity of pursuing certain areas of inquiry.

In this descriptive research, exploratory proved the best tool especially

considered against the backdrop of surveying the public opinion on the limitations of

Public Relations in developing countries.

The primary data for the study came mainly through questionnaires and personal

interviews were conducted where appropriate, while the secondary data were obtained

from unpublished materials, Journals and relevant articles on Public Relations and

developing countries

36

3.2 STRUCTURE OF THE INSTRUMENT

In designing the questionnaire, care was taken to ensure that the respondents feel free with

answers they give. This was made possible by the fact that disclosing their identity was

optional. Multiple choice, dichotomous and open ended questions were used and in the

open-ended questions, they had the opportunities to make necessary comments as to the

reasons for their action and in some cases, they were required to make suggestions where

necessary.

3.3 DETERMINATION OF SAMPLE SIZE

No researcher can afford to cover the entire population of interest, especially where

the population is large and not well defined. Therefore, researchers are usually forced to

examine only a fraction of the population because of some constraints. The fraction to be

used for the study is known as the sample, and it should be a true representative of the

entire population.

In order to determine an appropriate sample size, a pre-testing had to be done with

a total of one hundred (100) questionnaires. At the end of the exercise the positive

response was 65% while the negative response was 35%. These were used to determine

the sample size of approximately 350 at a confidence level of 95% and error limit of 50%.

The following statistical formular was applied to determine the sample size for the study

n = (Z)2 x P x Q

e2

37

Where:

n = The sample size

Z = the desired level of confidence (1.96)

P - percentage of positive response (65%)

Q = percentage of negative response (35%)

E = Limit of tolerance standard error (5%)

After substituting for the notations above, the researcher obtained an approximated

sample size of 350, as follows.

n = (1.96)2x 65x35

25

= 3.8416 x 65 x 35

25

= 34915

350

38

REFERENCES

1. SOMMER AND ROCHERT (1980) A Practical Guide to Behavioural Research,

Tools and Techniques N.Y. Oxford University press, Inc. 1980.

2. STOCK J.P. (1987) Strategic Logistics Management 2nd

Edition, New Dambart

D.M.N.Y ;

3. WILLIAM .P. (1970) Reasoning With Statistics. 2”d Edition, San Franscisco, Holt

Rinechart And Winston.

4. NUOROM ROLAND “Appraisal of Consumer Loyalty to Branded Malt Drinks in

Enugu Urban”. An Unpublished MBA (Marketing) Thesis, University of Nigeria,

2000.

39

CHAPTER FOUR

TABULATIONS, ANALYSIS AND INTERPRETATIONS OF DATA.

This chapter deals with the tabulation, analysis and interpretations of the data

obtained through the questionnaires administered on respondents and interviews

conducted. A total of 350 questionnaires were distributed out of which 287 were returned,

representing about 82%. The number of questionnaire found to be valid and reliable for

analysis stood at 268, representing about 93.38% of the total questionnaires returned.

Table 4.1 QUESTIONNAIRE DISTRIBUTION\

Region Questionnaires

distribution

Questionnaires

returned

Valid

Questionnaires

South west 70 61 60

South west 70 64 62

South south 70 58 54

North 70 51 43

Middle Belt 70 53 49

Total 350 287 268

40

4.1 RESPONSES TO QUESTIONS IN SECTION ‘A’ OF

THE QUESTIONNAIRES

TABLE 4 .2 RESPONDENTS SEX DISTRIBUTION

Sex No of Respondent Percentage

Male 197 73.50

Female 171 26.50

Total 268 100.00

As indicated in table 4.2, there were a total of 197 (73150%) males while the females were

71 (26.50%) in number.

Table 4.3 AGE DISTRIBUTION OF RESPONDENTS

Age Group(years) No of Respondents Percentage

15-20 8 2.99

21-30 72 26.87

31-40 86 32.09

41-50 65 24.25

5 1& Above 37 13.80

Total 268 100.00

41

Table 4.3 shows that 8(2.99%) of the respondents were between 15 and 20 years old,

72(26.87%) were between 31 and 40 years old while 65(24.25%) and 37(13.80%) of them

were between 41&50 yrs. and 51 years or above, respectively.

Table 4.4 MARITAL STATUS OF RESPONDENTS

Marital Status No of Respondents percentage

Single 91 33.96

Married 177 66.04

Total 268 100.00

The above table shows that single respondents were 91(33.96%)while the number of

married respondents stood at 177(66.04%)

Table 4.5 EDUCATIONAL QUALIFICATION OF RESPONDENTS

Educational Attainment No of Respondents Percentage

WASC/CPCE /SSCE 19 7.09

NCE /OND 45 16.79

HND / BSC 147 54.85

Masters Degree /Ph. D 24 8.96

Other Qualifications 33 12.31

Total 268 100.00

42

The data in table 4.4 shows that majority of the respondents and HND/BSC and there

were a total of 147 of them representing about 54.85% while only 19 (7.09%) had either

WASC, GCE or SSCE.

Table 4.6 OCCUPATIONAL DISTRIBUTION OF RESPONDENTS

Occupation No of Respondents Percentage

Student 11 4.10

Civil Servant 102 38.06

PR. Practitioners 26 9.71

Applicant 58 21.64

Others 71 26.49

Total 268 100.00

In the area of occupation, 11 representing 4.10% were students, while 102 (38.06%) were

civil servants and 26(9.71%) constituted Public Relations practitioners while 58(21.64%)

were applicants, 71(26.49%) represented others

Table 4.7 RESPONDENTS RESPONSES- AS TO WHETHER THERE IS

AWARENESS ABOUT THE EXISTENCE OF PUBLIC RELATIONS PRACTICE.

Responses No of Respondents Percentage

Yes 268 100.00

43

No - 0.00

Total 268 100.00

All the 268 respondents said that they were aware of the existence of Public Relations

practice.

Table 4.8 RESPONDENTS RATING OF THE DEGREE OF USAGE REGARDING

PUBLIC RELATIONS PROGRAMMES.

Rating No of Respondents Percentage

Very high 9 3.36

Fairly high 34 12.69

Low 198 73.88

Don‟t know 27 10.07

Total 268 100.00

In table 4.8, most of the respondents, 198(73.88%) said the degree of usage regarding

Public Relations programs was low, 9(3.36%) of them said the usage was very high,

34(12.69%) were of the opinion that the usage was fairly high while 27(10.07%) did not

know the degree of usage.

44

Table 4.9 RESPONDENTS RESPONSES AS TO WHETHER PUBLIC

RELATIONS PRACTICE IS FACING ANY PROBLEM

Responses No of Respondent Percentage

Yes 39 14.55

No - 0.00


Neutral 17 6.34

Total 268 100.00

Table 4.9 indicates that 39 (14.55%) of the respondents believed that public relations

practice is facing problems; 212(79.11%) said they did not know while 17 (6.34%)

remained neutral.

45

TABLE 4.10 RESPONDENTS RESPONSES AS TO WHETHER THESE PROBLEMS

FACING PUBLIC RELATIONS PRACTICE COULD HINDER THE EFFECTIVE

PRACTICE OF THE PROFESSION.

Responses Respondents Percentage

Yes 39 14.55

No 0 0.00

Don‟t Know 212 79.11

Neutral 17 6.34

Total 268 100.00

Table 4.10 shows that a total of 39 (14.55) of the respondents believed that the problems

facing Public Relations could hinder its effective practice. Two hundred and twelve

(79.11 %) did not know while 17(6.345) were neutral on the issue.

TABLE 4.11: IS THE GOVERNMENT OF YOUR COUNTRY GIVING ADEQUATE

RECOGNITION AND SUPPORT TO THE PUBLIC RELATIONS PROFESSION.


Yes 53 19.78

No 204 76.12


46

Total 268 100.0

Table 4.11 shows that while 53 (19.78%) of the respondents were of the opinion that the

got was giving adequate support to the Public Relation profession, 204 (76.12%) said

there was no support from the government. Eleven (4.10%) did not know.

Table 4.12: ARE THERE ADEQUATE COMMUNICATION FACILITIES FOR

EFFECTIVE PUBLIC RELATIONS PRACTICE IN THE COUNTRY?


Yes 87 32.46

No 168 62.69


Total 268 100.00

From Table 4.12 168 representing 62.69% of the population expressed the opinion that

communications facilities for effective public relations practice are inadequate compared

to what is obtainable in the so-called developed countries. But 87, being 32.46 had the

opposite view, while 13 (4.85%) did not know if there were adequate communications

facilities or not.

47

Table 4.13 RESPONDENTS RESPONSES AS TO THE LEVEL OF FUNDING

REGARDING PUBLIC RELATIONS PROGRAMMES.


Low 209 77.98

High 22 8.21


Total 268 100.00

An analysis of table 4.13 indicates that 209 (77.98 %) of the respondents believed that

public relations programmes are under- funded while 22 (8.21% ) believed otherwise.

Thirty-sever constituting 13.81% could not categorically make any assessment.

Table 4.14 ON WHETHER THERE IS ENOUGH QUALIFIED PUBLIC

RELATIONS PRACTITIONERS IN THE COUNTRY.


Low 47 17.54

High 199 74.25


Total 268 100.00

48

Table 4.14 indicates that 199 (74.25%) of the respondents claimed that public relations

practitioners were not enough, 47 (17.54%) had the opposite opinion while 22 (8.21%)

said they did not know.

Table 4.15: RESPONDENTS RESPONSE ON WHAT IS RESPONSIBLE FOR

DEARTH OF QUALIFIED PUBLIC RELATIONS PRACTITIONERS

Responses No of Respondents

Percentage

Inadequate education and

training

207 77.24

Lack of motivation 22 8.21

Ignorance 34 12.69

others 5 1.86

Total 268 100.00

Most of the respondents believed that inadequate education and training contribute to the

dearth of public relations practitioners. This is followed by ignorance, lack of motivation

and other factors in that order.

49

TABLE 4.16 RESPONDENTS RESPONSES AS TO WHETHER THERE IS A

PROFESSIONAL BODY THAT IS CHARGED WITH THE RESPONSIBILITY OF

PROMOTING THE PUBLIC RELATIONS PROFESSION.

Responses No of Responses Percentage

Yes 187 69.78

No - 0.00


Total 268 100.00

From Table 4.16 187 representing 69.78% the population expressed the opinion that, a

professional body responsible for promoting the public relations profession exists in

Nigeria. Those who lid not know about the existence of professional body charged with

promoting public relations professions were 81(30.22%).

FABLE 4.17 RESPONDENTS RATING OF THE PERFORMANCE OF SUCH

PROFESSIONALS BODY.

Rating No of Respondents percentage

Poor 49 18.28

Fair 198 73.88

Good 21 7.84

Excellent - 0.00

Total 255 100.00

50

Majority of the respondents that is 198 representing 73.88% opined that the

professional body saddled with the responsibility of promoting the Public Relations

Professional is fairly performing 49 constituting 18.28% rated their performances as being

poor while 21(7.84%) said their performance was good.

Lastly the respondents were asked to briefly state what they felt should be done to

enhance the effective practice of the*public relations profession.

Their responses include the following:

• Widespread acceptability of public relations as a top management function

• There should be availability of competent practitioners to cope with the challenges of

the industry.

• There should be proper opportunity for education and training of practitioners.

• In-house public relations departments and consultancies should have cordial

relationships.

• There should be provision for new communication technology facilities.

• Maintenance of high professional standard should be adhered to.

• The Nigerian Institute of Public Relations inputs vis-a-vis new entrants, membership,

and placement should be done objectively bearing in mind high standard and

excellence as well as the need to eliminate quacks from the profession.

51

• Government should give adequate recognition and support to the public relations

profession.

• There should be adequate allocation for public relations programs both in the public

and private sectors.

52

REFERENCES

1. DEVTIZE AND LEIDERMAN (1977) Evaluating research Proposals in the

Science. N.Y, Teachers College Press.

2. IBANIGE (1981) Guide on Test and Measurement for teacher and Students.

Calabar Paico Press and Book Ltd.

3. RUNKEL AND McGRATH (1972) Research on Human Behaviour: A System

Guide to Method, San Francisco, Holt, Rinechart and Winston, Inc.

4. ADISA OLATUNDE “Public Relations and Fund generation for Non-Profit

Organizations: The Case of Religious Organizations” An unpublished Research

Project Submitted to the Department of Marketing University of Nigeria, 1998

53

CHAPTER FIVE

FINDINGS, RECOMMENDATIONS AND CONCLUSION

The aim of this chapter is to bring the results of this study into sharper focus. Data

obtained from the study were subjected to thorough statistical test. In analysing the data,

both descriptive and a simple arithmetic percentage method of data analysis were used.

5.1 SUMMARY OF RESEARCH FINDINGS

Consequent upon the analysis, the summaries of the finding of this study are as

follows:

Developing countries are not effectively making use of public relations practice in

national developmental programmes. This is not unexpected as the rate of awareness is

grossly low.

Secondly, it is also discovered that the use of public relations strategies for

bridging communication gap in developing countries is ineffective there by leading to

apathy, hostility, ignorance and prejudice

Thirdly, it is also established that public relations practice is facing problems in

developing countries and moreover the bodies responsible for promoting public relations

profession, do not seem to be aggressive enough and professionally consistent.

Finally, the study also revealed what should be done to enhance the effective

practice of public relations profession

54

5.2 RECOMMENDATIONS:

Based on the findings of this study, the following measures are hereby recommended for

improved practice of public relations in developing countries.

(1) From the finding the researcher observed that there are some factors hampering the

effective use of public relations practice for national development. It is therefore

strongly recommended that developing countries should be geared towards a more

effective utilization of public relations measures.

(2) Public Relations professional bodies in Africa should try to employ or consult with

professionals, so as to raise the level of awareness and create huge supports. The

professional input must be substantiated with enough funds to execute the public

relations programmes for meaningful (vital) development. All these will promote up-

to-date skills, professionalism and excellence

(3) Since it has been established that public relations practice is facing problems in

developing countries, deliberate and sustained efforts should be made to check such

problems

(4) The government, should give adequate recognition and support to the public relations

profession in view of the benefit accruable from its effective practice.

(5) Since it has been established that information creates knowledge and knowledge helps

to shape opinion, then adequate communication infrastuctural facilities should be put

55

in place for organised clear cut two way communication flow of consistent nature, this

will go a long way in fostering better relationships among different parties

5.3 CONCLUSION

From all analyses made it is palpable that developing countries are undermining the

power of Public Relations as a potent instrument for development.

According to Ikechukwu Nwosu (1996) Government must have the support and

acceptance of the citizenry in order to be effective or even to survive for a reasonable

period. But very often many people in government especially those in developing

countries seem to forget all these and operate as if they can do without the support and

acceptance of the citizenry.

He believes that effective or improved government /citizens relations can be enhanced via

practical Pubh‟c Relations strategies and techniques and that this in turn will promote

rural and national development.

A country that employs Public Relations techniques/strategies in its developmental effort

is more likely to be at an advantage than a country that dose not use such Public Relations

inputs.

The findings were subjected to statistical tests which revealed that the rather non-chalant

attitude of some developing countries towards the elimination of factors that are capable of

rendering Public Relations practice ineffective was based on unawareness of the relevance

of Public Relations practice to meaningful development.

56

It is the contention of the researcher that if the issues raised in the work are properly

looked into and the recommendations implemented, they would go a long way in

addressing the limitations of Public Relations practice in developing countries by ushering

in effectiveness in the practice of the Public Relations profession.

57

REFERENCE

NWOSU IKECHUKWU (1996): Public Relations Management, Principles, Issues and

Applications. Dominican Publishers Aba, Nigeria.

58

APPENDICES

Department of Marketing

Faculty of Business Administration

University of Nigeria

Enugu Campus

10th

June 2000.

Dear Sir/madam,

QUESTIONNAIRE FOR COMPLETION

I am a postgraduate student of the above named institution carrying out a research on the

limitations of Public Relations practice in developing countries. The attached

questionnaire is for your completion and possibly returns.

This is purely an academic exercise and be rest assured that any information provided by

you shall be treated in the strictest confidence and only used for the purpose of this

research.

Thanks for your co-operation.

Yours faithfully,

Adisa Olatunde.

59

INSTRUCTION

Please tick in the box that corresponds to your chosen options and comment briefly where

necessary.

SECTION A

1. What is your name (optional)

2. What is your sex (a) Male (b) Female

3. What is your age group? (a) 15-20 Years (b) 21-30 Years

(c) 31-40 Years (d) 41-50 Years (e) 51 Years and Above

4. What is your marital status? (a) Single (b) Married

5. What is your highest educational qualification? (a) WASC/GCE/ S.S.C.E

(b) NCE/OND (c) HND/BSC (d) Masters/Ph.D. (e) Others

(Please qualification (please specify) ........

6. What is your occupation (a) Student (b) Civil Servant (c) Public Relation

Practitioner (d) Applicant (e) Others (Please specify)

………………………………………

SECTION B

7. Are you aware of the existence of Public Relations practice in Nigeria

(a) Yes (b)No

8. If your response to question 7 is „yes‟ how would you rate the degree of the usage of

Public Relations programmes in the country? (a) Very high (b) Fairly high

(c) Low (d) Don‟t know (e) Neutral

60

9. In your opinion is Public Relations practice facing any problem in the country?

(a) Yes (b)No (c) Don‟t know (d) Neutral

10. Do you consider the problems facing Public Relations capable of hindering the

effective practice of the profession in the country? (a) Yes (b) No (c) Don‟t

Know (d) Neutral

11. Is the government of your country giving adequate recognition and support to the

Public Relations profession? (a) Yes (b) No (c) Don‟t know

12. do you think there are adequate communication facilities for effective Public relations

practice in the country (a) Yes (b)No (c) Don‟t know

13. How would you rate the level of funding of Public Relations programmes in the

country (a) Low (b)High (c) Don‟t know

14. Are there enough qualified Public Relations practitioners in the country? (a) Yes

(b) No (c) Don‟t know

15. If your response to question 14 is NO what do you think is responsible for such a

situation? (a) Inadequate education and training (b) Lack of motivation

(c) Ignorance (d) Others (please specify)

……………………………………………..

16. Are you aware of any professional body in the country responsible for promoting the

Public Relations profession? (a) Yes (b)No (c) Don‟t know

17. If your response to question 16 is „Yes‟ how would you rate the performance of such

a body in this regard? (a) Poor (b) Fair (c) Good (d) Excellent

61

18. Briefly state what you think should be done to enhance the effective practice of the

public Relations Profession in the country?

…………………………………………………………………………………………..

…………………………………………………………………………………………..

…………………………………………………………………………………………..

…………………………………………………………………………………………..

…………………………………………………………………………………………..

62

BIBLIOGRAPHY

(A) BOOKS

ADEKUNLE, SALU (1994): Understanding Public Relations. A cap-David

Production, Lagos.

AJIT, DASGUPTA (1974): Economic Theory and Developing Countries.

Macmiliian Press Limited, London.

BLACK, SAM (1989): Introduction to Public Relations. The Modino Press

Limited and the International Public relations Association (IPRA), London.

BOONE AND KURTZ (1990): Contemporary Business. I lolt, Rineliart and

Winston Saunder College Publishing.

CUTLIP, CENTER AND BROOM (1994): Effective Public Relations. Eaglewood

Cliff New Jersey: Prentice Mall Inc.

DEVITZE AND LE1DERMAN (1977): Evaluating research Proposal in the

Behavioural Science. N.Y. Teacher College Press.

AWENER1, FESTUS (1999): In-Road into Public Relations. FEST

Communications, Lagos.

IBANCA, J. (1981): Guide on Test and Measurement for Teacher and Students.

Calabar: Paico Press and Bood Eld.

JEFKINS, FRANK (1985): Introduction to Marketing, Advertising and Public

Relations. London: Macmiliian Publishers.

63

NKWOACIIA, JOSSY (1999): Effective Media Relations, Issues and Strategies. Zoom

Lens Publishers, Lagos.

NWOSU, 1KECHUKWU (1995): “Marketing Communications: Introductory and

Definitive Overview”, in Ikechukwu Nwosu and Uchenna Ekiro (CDS). Mass Media and

Marketing Communications: Thought Communications Publishers.

NWOSU, IKECHUKWU (1996): Public Relations Management, Principles. Issues and

Application: Dominican Publishers, Aba, Nigeria.

ONAH, J.O.. (1996): “FORWARD” in Ikechukwu Nwosu. Public Relations

Management, Principles, Issues and Application: Dominican Publishers, Aba, Nigeria.

OYENEYE, PETERS (1997): Concepts Principles of Public Relations, Media Gate Ltd.

Lagos.

ROGER HAYWOOD (1990): All About Public Relations: Mc Graw Hill Publishers.

RUNICEL ANDMC GRATH (1972): Research on Human Behaviour A System Guide to

Method. San Francisco, Holt, Rinechart and Winston, Inc.

SARVEAS-AND MAYO (1994): Approaches to Development Commission: An

Orientation and Resources Kit Paris and New York: UNESCO / UNFPA.

SOMMER AND ROHERT (1980): A practical Guide to Behavioural Research, Tools

and Techniques. N.Y Oxford University Press, Inc.

64

STOCK J.P. (1987) Strategic Logistic Management 2nd

Edition, New Oambart D.M. N.Y

WILLIAM .F. (1970) Reasoning With Statistics 2nd

Edition, San Francisco. Hilt Rhone

Mart and Wiston Publishing.

JOURNALS

AK1NYEMI. B. Y. (1993): The Challenges of Public Relations in 1990” In 30 Years of

Public Relations in Nigeria NIPR A Cap David Production.

BABASOLA CHINSMAN (1996) Human development Report. UNDP Publishers,

Lagos.

BABASOLA EDET AND TAYLOR (1998) Managing Development in Nigeria UNDP.

Publishers, lagos.

JIBADE OYEKAN (1993) “Nigerian Institute of Public Relations 30 Years of Public

Relations in Nigeria. NIPR. A Cap David Production.

UNPUBLISHED MATERIALS

ADISA OLATUNDE “Public Relations And Fund generation for Non Profit

Organization: the Case of Religions organizations” An Unpublished research project

Submitted to the Department of Marketing University of Nigeria, 1998.

65

NNOROM, ROLAND “Appraisal of Consumer Loyalty to Branded Mall Drinks in

Enugu Urban”. An Unpublished MBA (Marketing) Thesis, University of Nigeria, 2000.

Lecture Note/ Excerpts on Mass Communication and National development M.Sc (Public

Relations) Programm University of Nigeria, Enugu Campus 1998.

Lecture Note / Excerpts on Public Relations and National Development, M.Sc. (Public

Relations) Programm, University of Nigeria, Enugu Campus 1999.

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