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ADEBOLA, OLAKUNLE

PG/MSC/08/48435

EVALUATION OF PUBLIC RELATIONS PRACTICE IN PUBLIC TERTIARY INSTITUTIONS IN SOUTH-WESTERN NIGERIA IN TECHNICAL COLLEGES IN OGUN STATE

Social Sciences

Chukwuma Ugwuoke

Digitally Signed by: Content manager’s Name DN : CN = Webmaster’s name O= University of Nigeria, Nsukka OU = Innovation Centre

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EVALUATION OF PUBLIC RELATIONS PRACTICE IN

PUBLIC TERTIARY INSTITUTIONS IN SOUTH-WESTERN NIGERIA

ADEBOLA, OLAKUNLE IGBEKELE

PG/MA/1O/52952

A Thesis Submitted to the Department of Mass Communication, University of Nigeria,

Nsukka in Partial Fulfillment of the Requirements for the Award of Master of Arts

Degree in Mass Communication

Department of Mass Communication, University of Nigeria, Nsukka.

JULY 2012

TITLE PAGE

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EVALUATION OF PUBLIC RELATIONS PRACTICE IN

PUBLIC TERTIARY INSTITUTIONS IN SOUTH-WESTERN NIGERIA

ADEBOLA, OLAKUNLE IGBEKELE

PG/MA/1O/52952

A Thesis Submitted to the Department of Mass Communication, University of Nigeria,

Nsukka in Partial Fulfillment of the Requirements for the Award of Master of Arts

Degree in Mass Communication

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CERTIFICATION

This research project is an original work of Adebola Olakunle Igbekele with

registration number PG/MA/10/52952. It satisfies the requirements for presentation of

research report in the Department of Mass Communication, University of Nigeria, Nsukka.

…………………… ……………. …………………………… ………………

Name of Supervisor Date Name of Head of Department Date

…………………………… ……….

Name of External Examiner Date

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DEDICATION

This work is specially dedicated to God Almighty for His love, promises and

countless blessings on me. To my dear wife Mrs Adebola Opeyemioluwa and loving

children for their unstained love and constant prayers that make my academic achievement a

reality.

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ACKNOWLEDGEMENTS

My profound gratitude goes to God Almighty for granting me good and sound health

to complete this course. Also, my sincere appreciation goes to my erudite, unflappable and an

ardent supervisor Dr. C.S. Akpan for his corrections, guidance and invaluable advice.

In the same vein, I reserve my immense acknowledgement in a special way to all my

lecturers Dr. Nnanyelugo Okoro, Dr. Greg Ezeah, Dr. Ray Udeajah, Prof. Ike S. Ndolo, Mr.

Ekwueme, A.C, Mr. Anorue L.I., Miss Edith U. Ohaja and the host of others for their

encouragement and tremendous contributions for the reality of my academic dream.

I equally appreciate the efforts of my friends whom we always studied together and

colleagues of course the entire M.A students of 2010/2011 set.

I cannot forget Mr Abubakri, O.R., Mr Talabi, F.O and my pastors Alaso-adura, S.O

Adejumo and K.S Oguntuyi for their prayers and counseling, a million thanks to you all.

Finally, words cannot adequately express the debt I owe my wife and children for

their travailing prayers to ensure I achieve this success. May the Almighty God keep and

reward you all. Amen.

Adebola Olakunle Igbekele

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TABLE OF CONTENTS PAGE

Title page i

Certification ii

Dedication iii

Acknowledgements iv

Table of contents v

List of Tables vii

Abstract viii

CHAPTER ONE

INTRODUCTION 1

1.1 Background to the Study 1

1.2 Statement of Problem 3

1.3 Objectives of the Study 5

1.4 Research Questions 5

1.5 Significance of the study 6

1.6 Scope of the Study 7

1.7 Limitations of the Study 7

1.8 Definitions of Terms 7

CHAPTER TWO

LITERATURE REVIEW 10

2.0 Introduction 10

2.1 Review of Relevant Concepts of Public Relations 10

2.2 Empirical Examination of Public Perceptions of Public Relations Practice 12

2.3 Analysis of Sundry Studies on Managerial Structure of Public Relations Unit 15

2.4 Assessment of Professionalism and Ethics in Public Relations Practice 19

2.5 An Appraisal of Relationship building in public relations context 22

2.6 Theoretical Framework 25

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2.7 Summary of Reviewed Literature 26

CHAPTER THREE

RESEARCH METHODOLOGY 32

3.0 Introduction 32

3.1 Research Design 32

3.2 Population of the Study 32

3.3 Sample Size and Sampling Techniques 34

3.4 Description of Research Instruments 35

3.5 Validity 36

3.6 Reliability of the Instrument 36

3.7 Method of Data Analysis 37

3.7.1 Descriptive statistics 37

3.7.2 Relative Importance Index (RII) 37

3.7.3 Specification of the Variables 38

CHAPTER FOUR

4.0 Introduction 40

4.1 Background information of the respondents 42

4.2 Public perceptions of public relations practice 44

4.3 Managerial unit structure of PR in public tertiary institutions in Ondo and Ogun States.

49

4.4 Interview with six public relations practitioners 53

4.5 Interpretation and Discussion of Findings 56

CHAPTER FIVE

5.0 Summary, conclusion and recommendations 60

5.1 Summary 60

5.2 Summary of findings

5.3 Conclusion

61

61

5.4 Recommendations 62

Bibliography 65

Appendix 71

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LISTS OF TABLES

Table 3.1: Population size of each strata selected 33

Table 3.2: Sample size from each tertiary institution 35

Table4.1: Distribution and Return of questionnaire 38

Table 4.1: Demographic variables 41

Table 4.2 Background information of the respondents 42

Table 4.3: Material status of the respondents 42

Table 4.4: Age distribution 43

Table 4.5: Academic Qualification of the respondents 43

Table 4.6: Recognition of PR units in public tertiary institutions. 44

Table 4.7: Respondents Awareness of PR practices 45

Table 4.8 Level of significance of PR practice 46

Table 4.9 Contribution of PR practice to mutual understanding 47

Table 4.10 Respondents level of satisfaction with PR practice 48

Table 4.11 Types of PR set up in the study area. 49

Table 4.12 Level of Access to key management team. 50

Table 4.13 Level of PR managerial involvement in key policy making. 51

Table 4.14: Relative importance index 52

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ABSTRACT

This research aimed at evaluating the public perceptions of public relations practice

in public tertiary institutions in South-West geo-political zone of Nigeria, with a view

to describing its current activities, structure and effectiveness in creating a conducive

academic environment in the institutions as well as between the institutions and their

publics. To achieve these, survey research design was adopted with the use of

questionnaire and interview schedule as instrument for data collection. The findings

show that public relations practice in the study area has succeeded in harmonizing

various publics of the institutions to create mutual relations between these publics and

their respective educational institutions. The result demonstrated further that public

perceptions of the public relations practice in the study area are favourable contrary

to other studies in perceptual of public relations practice. It also revealed that

practitioners in these institutions do not comply with professional ethics and they are

not members of key management team, this has therefore rendered them as mere

communication technicians who do not contribute to decision making process in those

institutions. On the whole, the result indicated that public relations is a proactive

measure, which can be employed not only when a situation seems problematic but

also when there is serenity in an organization.

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CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

It is obvious that public relations is evolving, and a peep into the tunnel of its practice

in public tertiary institutions would show that there is light at the end of the tunnel. However,

studies have shown that collegiate public relations practitioners have provided certain

patterns of opportunities and growth upon tertiary institutions, because they attempt to

fashion public opinion, create awareness and boost institutional image (Godwin & Josephine,

2010). Therefore, school administrators and policy makers continue to regard school based

public relations as important.

In United States of America (U.S.A), universities were among the first to set about

winning public favour on a systematic basis. Similarly in early 1900s, several major

universities in Europe organized news and publicity bureau. In Britain for instance after the

1963 mass protests, sit-ins and demonstration by the students of London School of

Economics and other universities, universities authorities became more realistic about the

importance of public relations and have made it part of the institutions duty to use public

relations to continue their activities (Solomon, 2004).

Equally in Nigeria, the development of public relations at a formal level began with

the government. In the years preceding the Second World War, the exploitative and

conjugative influence of the colonial government had created a poor relationship between it

and the people of Nigeria at this time, a lot of information were shrouded in secrecy. As a

result, there was need for effective public relations. The first Nigerian who articulated the

public relations concept was the late Dr. Sam Epelle. He founded the Public Relations

Association of Nigeria (PRAN) in 1963 which was later renamed the Nigerian Institute of

Public Relations (NIPR) in 1972 (Nkwocha, 1999 cited in Godwin & Josephine, 2010).

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Public relations is now a recognized and respected profession in Nigeria which was chartered

by decree no 16 of 1990.

At public tertiary institutions’ level, public relations practice first began out of

necessity with the University of Nigeria, Nsukka. Following the collateral effect of Nigerian

civil war on the university, funds were needed to rehabilitate it, thus an information section

was created in the registrar’s department in 1970. This section (public relations) was created

to collect data on the damage suffered by the university during the war. These were compiled

into a brochure entitled “Reconstructing the University”, which was sent to prospective

donors in and outside the country. Since that time, Nigerian tertiary institutions authorities

have been proactive and decisive in using public relations to promote their good wills through

public spectacles which are public relations mercenaries.

It is pertinent stating that public relations had actually been with us from the

beginning of man’s existence. Although the phrase “public relations” was invented in the

twentieth century, the practice of public relations had been since the dawn of recorded

history. Edward Barney’s, one of the seminal figures in modern public relations, stated that

“the main elements of public relations are practically as old as society-informing people,

persuading people or integrating people with people”, of course, the means and methods of

accomplishing these ends have changed as society has changed. Its modern evolvement had

been pioneered by people such as Ivy Ledbetter Lee, Edward L. Barney’s, Leone Baxter and

Clem Whitaker (Godwin & Josephine, 2010, Okoro, Sunny & Ben 2010, Tye & Larry 2002,

Barney’s, E. L. 1961).

Considering the above seminal definition, public relations involves creating and

maintaining mutual understanding between organisations and their publics. Pub1ic relations

as earlier said in this discourse is not new, but it is becoming increasingly important in a

society where the lines of communication between our institutions and the public are

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shrouded in secrecy. As a result of this, most educational institutions employ public relations

personnel and in some cases engage public relations firms to help promote the institutions,

goals and images (Godwin & Josephine, 2010).

Furthermore, to assert that public relations has benefited tertiary institutions would be

an understatement. The truth is, public relations plays a vital part in almost every educational

institutions. Universities, polytechnics and colleges of higher education in Nigeria frequently

employ in-house public relations officers to assist the news media and to work with internal

and external publics in achieving the institutions’ goals and boost their image. Collegiate

public relations practitioners may develop and channel news releases containing information

about campus events and personalities, prepare periodicals, brochures and catalogues,

maintain ties with alumni, maintain relations with local, state and federal government

officials, recruit students, maintain internal relations with faculty, staff and students, solicit

donations from foundation, alumni and special interest groups (Ojomo & Adidi, 2006). Thus

public relations practice in tertiary institutions is a herculean task that requires practitioners to

put theories and principles to work in a way that will benefit the institutions and their

enab1ing publics.

Thus far, having analyzed these noble objectives of public relations practice, one is

confronted with the propositions of how the profession is being practiced lately in public

tertiary institutions in Nigeria. It is against this back-drop that this study aims to evaluate the

public relations practice in public tertiary institutions in Ondo and Ogun States of the south-

west geo-political zone of Nigeria.

1.2 Statement of the Problem

Public relations and the way it is being practiced within educational institutions in

Nigeria has become contemporary issues that have raised concerns among interest groups: the

academics and the practitioners themselves. A held belief is either perceived as having met

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set goals or failure to achieve expected results. Because, before an institution decides to

employ public relations as part of a conflict management effort, whether it is a peer mediation

cadre programme or a peaceable school initiative, certainly there are needs that have been

identified or goals that have been articulated. Definitely collegiate public relations is

employed to meet these needs or achieve these goals. As a result, there are compelling needs

at least in part, to determine whether public relations practices in public tertiary institutions

have indeed achieved these goals or not, and to see how the profession is actually being

practiced in the study area with a view to identifying its strength and weaknesses in order to

know what to repeat and what to fix.

However, most people believe public relations as nothing than peddler of falsehood of

an organisation or marketing image enhancer. While others are of the opinion that, it is all

about arranging pretty ladies that lack moral principles to woo men to act against their wishes

or just a mere rubber-stamp-boy of the organisation that carries bag for his boss. Others still

see public relations practitioners as nothing than mere communication technicians which are

far remove from managerial key stakeholders of tertiary institutions (Okoro, et al, 2010,

Godwin at al, 2010, Nwosu, 1997, Grunig, 2001).

Regardless of the foregoing, some prominent scholars in the field believe that the way

public relations is being practiced in any institution depends largely on a numbers of factors,

such as the size of the institution, the distinctive personality of the institution, its corporate

goals and objectives as well as its history and what it has learnt from it (Ojomo & Adidi,

2006, Tye & Larry, 2002, Wylie, F.W., 1994). Therefore, these divergent views about public

relations concept and the way it is being practice within the tertiary institutions leave a lot of

rooms for improvement largely on: what are the public perceptions on the practice in public

tertiary institutions, what kind of managerial unit structure does public relations practice runs

in the tertiary institutions, does public relations practitioners comply with professional ethics

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and what is the level of success of the practice in the institutions and between the institutions

and their publics? These, among other things form the problems which this study strives to

resolve, considering the narrowing cycles of the insurgence conflicts, between either the

university or college and students, or between the organized staff labour unions and their

relevant institutions.

1.3 Objectives of the Study

The aim of this study is to evaluate how public relations is being practiced in public

tertiary institutions in Ondo and Ogun states of South-West geo-political zone of Nigeria with

a view to describing its current activities, structure and effectiveness for conducive academic

environment between institutions of higher learning and their publics. Specifically, the

objectives of the study include:

1. To determine public perceptions of public relations practice in public tertiary

institutions in Ondo and Ogun States;

2. To identify the kind of public relations managerial unit structure of the tertiary

institutions in the study area;

3. To examine the level of compliance of public relations practitioners in the study area

to professional ethics;

4. To measure the level of success of public relations practice in the institutions as well

as between the institutions and their publics in the study area.

1.4 Research Questions

To focus this study clearly, the following research questions become pertinent for the

study:

R.Q (1) How do the public perceive public relations practice in public tertiary

institutions in Ondo and Ogun States?

R.Q (2) How is public relations managerial unit structured in public tertiary

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institutions in the study area?

R.Q (3) Do public relations practitioners in public tertiary institutions in the study area

follow professional ethics?

R.Q(4) Do public relations practice in public tertiary institutions in the study area

succeed in creating mutual relations between the institutions and their publics?

1.5 Significance of the study

This study is important because its findings will assist tertiary institutions’ authorities

to know how the public perceived public relations practice in their various institutions.

Therefore, it will help the members of the governing council of academic institutions to

acknowledge and appreciate the activities of public relations practice in their environment,

taking into account the important and comprehensive role it plays in harmonizing the

divergent views that could lead to conflicts between the institutions and their enabling

publics.

Besides, the study will enable the authorities of these tertiary institutions to know

where and how to improve upon the public relations unit and structure so as to meet

challenges of reconciling the interest of the institutions with that of its relating publics. It will

also be a resource material for prospective researchers who are interested on the same or

similar topic, thereby contributing to the existing literatures in the field.

Also, the study will help public relations practitioners in public tertiary institutions in

Nigeria to identify their strengths and weaknesses. That is, it will reinforce their areas of

effectiveness to achieve more for their clients, correct any recognized short comings, receive

stronger support for their efforts and gain more resources from their clients, thereby

improving the practice in its totality.

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1.6 Scope of the Study

The study only focused the public perception of public relations practice in public

tertiary institutions in Ondo and Ogun States, the structural arrangement of its unit the level

of professionalism in terms of ethical compliance and effectiveness, to bring about mutual

understanding between tertiary institutions and their publics.

1.7 Limitations of the Study

It is important, at this stage to draw attention to some factors that the research had to

battle with in the course of carrying out this research work. Notwithstanding these under

listed limitations, that may affect the findings of the study, the study did not run foul of any

academic requirements for a good research.

i. Difficulty to elicit necessary information from unwilling respondents;

ii. Dearth of literature on the subject under investigation;

iii. Limited access to require data that might be necessary for the study;

iv. The use of tape recorder could have negative effect on the interview schedule.

v. Bias on the part of the respondents might be another weakness of this study, and

finally

vi. Time and financial resources could also pose a limitation to the study.

1.8 Definitions of Terms

The meaning of key words that constitute the research problems and some key

concepts that have been used frequently in the course of this research work have been defined

below as sub-headings to ensure proper and easy understanding of this study.

(1) Public Relations: It involves establishing and maintaining two — way

communications between an organisation and its various publics in order to win cooperation.

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(2) Mutual Understanding: It is essence of public relations practice that allows an

organisation and its publics to reach a common ground through negotiations, bargaining, and

conflict resolution strategies to effect positive agreement in ideas, attitude and behaviours for

collective benefit.

(3) Collegiate Public Relations: It is in-house public relations practice in educational

institution of higher leaning like universities, polytechnics and colleges of education.

(4) Public Spectacles: These are the mass media that serve as conduit pipes through

which public relations channels its activities to the publics.

(5) Relating Publics: These are groups of people both internally and externally with

whom an institution communicates. In other words, the publics of tertiary institutions in this

study comprise: the students, their parents, academic and nonacademic staff, the minor and

major contractors of the institutions.

(6) Enabling Publics: These are groups of people tied together by a common interest or

concerns, face and recognized a similar problem and organize for action that have

consequences on the existence of the institution.

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REFERENCES

Barney, E. L. (1961). (Crystallizing public opinion. (Reprint of 1923 Boni and ‘live righted).Norman, OK: University of Okia homa press.

Godwin, E. 0. & Josephine, 0. E. (2010). Public perceptions of public relations practice in

Nigeria Universities. International Journal of communication, 11(1597-4324) 306-317.

Grunig, J. E. (2001). Two-way symmetrical public relations: past, present and future: In R. L.

Heath Ed2), hand book of public Relations (pp. 11-32). Thousard oak, C. Asage. Nwosu, I. (1994). Public relations management: primary issues and applications. New York:

Dominican Publishers. Okoro, N., Sunny, U., & Ben, A. (2010). Public relations practice: A functional approach –

Enugu, Nigeria: John – Jacob’s classic publishers. Solomon, E. (2004). Public relations for non commercial organisation (lectures notes) Jos:

Plateau school of accountancy and management study. Tye, L. (2002). The father of spin: Edward, L. Barnays and the Birth of public relations.

Hanry HOH. Wylie, F. W. (1994), Commentary public Relations is not yet a profession; Public Relations

Review, 20 (7) 334-411.

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CHAPTER TWO

LITERATURE REVIEW

2.0 Introduction

This chapter presents a review of related literatures and relevant theories to the study.

Having analyzed in the previous chapter, public relations and its significant role in scanning

the environment and creating mutual understanding between tertiary institutions and their key

publics, this chapter reviews various studies of public relations concepts related to the

objectives of study that aid understanding of the topic under discussion. Although this section

does not aim particularly to answer the research questions raised, rather it aims to examine

public relations related studies that are necessary to provide fundamental knowledge for

understanding the concept of public relations and the following four topics: public

perceptions of public relations practice, managerial structure of public relations unit,

professionalism and ethics in public relations practices, and relationship building in public

relations context with a global view to have a robust understanding of the topic understudied.

Also, symmetrical model of public relations from management perspective was examined in

the second section of this chapter.

2.1 Review of Relevant Concepts of Public Relations

One of the greatest problems which public relations practitioners, especially in

Nigeria have had to grapple with over the years has been that of credibility stemming from

society’s wrong perception of what a public relations person actually does. Worse still is the

fact that lots of practitioners themselves do not have clear idea of what public relations

actually is. For this reason, many came into the profession with the wrong motives, intentions

and perceptions.

Nwosu (1997) and Okoro et al (2010) identified some of these misconceptions thus;

some say it is all about giving gifts in anticipation of some kind of reward. Others say it is

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same as propaganda, lying and selling falsehood about your product and organisation. There

are still others who believe it involves arranging pretty ladies to woo support from

prospective target public. All these, as it were, are not what public relations actually entails.

Having seen what public relations is not, what then is public relations? With review of

relevant definitions provided by scholars and experts in the field, a better understanding of

what public relations entails will emerge.

It is important to note that public relations has a plethora of definitions and

explanations as there are a plethora of practitioners and scholars in the field. According to

Kegbku (2005:3), there are over 600 recorded definitions of public relations. This he said is

termed from the dynamism of the profession which has led practitioners to believe that they

have a sound understanding of the public relations concept. However, as we examine few of

these definitions, you will observe points of similarities and unanimity in them.

The British Institute of Public Relations (BIPR) cited in Okoro, et al (2010:2) as

“deliberate planned and sustained effort to establish and maintain mutual understanding

between an organisation and its public”. This definition suggests that public relations is the

creation or establishment of mutual understanding between an organisation and its public. It

also suggests that public relations is not a haphazard process. It must be consciously designed

and planed. Planning here calls for attention, deliberation, research, anticipation, analysis and

consequences. “Sustained effort” means it is not enough to start the plan; it must be carried

through to a logical end. Though all these take time and require the initiator to be sensitive

and mindful of the signal cues emanating from the subject of his interests. It is this sensitivity

that Chukwuma (2009:386) emphasises will enable him to know how the other feels and act

acceptably towards him or her for mutual understanding.

The Public Relations Society of America (PRSA) says “public relations is concerned

with or devoted to creating mutual understanding among groups and institutions.” The PRSA

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recognizes the place of groups and institutions in the public relations process. It admits that

these entities have interest that must be protected. It also presupposes a streaming of these

benefits for mutual good. Godwin and Josephine (2010) concur in their study with the

concept of mutuality in this definition as element that makes public relations practitioner an

intermediary between tertiary institutions and their various publics.

The last definition in this discourse is one popularly referred to as the Mexican

statement. This definition was adopted at the first world congress of International Public

Relations Associations, held in Mexico in 1979. As cited by Okoro et al (2010) “public

relations is the art and social sciences of analyzing trends, predicting their consequences,

counseling organisational leaders and implementing planned programmes of action which

will serve both the organisation and the public’s interest”.

Here, it is clear that the above definition is broad, multidisciplinary and all-

embracing. It suggests that public relations borrows knowledge and expertise from other

fields, like psychology, politics, sociology and language and so on. Public relations is an art

because it involves artistic skills, fine arts, language, writing and speaking. It is social science

because it uses scientific instruments to understand and predict human behaviour. With that,

it attempts to understand its environment and relates with it mutually. The import of the

foregoing therefore, positions public relations as an advocate that solicits mutual

understanding between it clients and their publics.

2.2 Empirical Examination of Public Perceptions of Public Relations Practice

Perception is defined as the process by which individuals select, organize, and

interpret the input from their senses to give meaning and order to the world around them

(Hargis & John, 2010). As noted in the previous chapter, public relations is somewhat

nebulous since it involves so many varied functions and explanations. Thus, many people

have different ideas about public relations practices. Research that has been carried out for

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decades on the perceptions of public relations by the public indicates that source credibility

experiments have not painted a flattering picture of public relations.

A study on public perception of public relations practitioners, conducted by Coy

Collision of College of Mass Communications Texas Tech University, reveals that sources

affiliated with the organisation on whose behalf they speak are viewed more negatively than

unaffiliated sources (Taylor and Francis, 2004). The implication of this is that the

practitioners have always been labeled as spoke persons whom the public highly doubt and

ranked them behind almost every other information sources imaginable. Because of these

findings, the perceptual climate —researchers among others in America, have been quick to

relegate practitioners to working in the wings, out of the public eyes and speaking through

other institution mouth-pieces.

Apart from the foregoing, anecdotal evidence seems to suggest that many people have

the perception of public relations as a way to “spin” news and information, which means to

portray the news or information in the best possible way for the organisation. As a result of

this, public perception on the practitioners has not been favourable. To further substantiate

this, the survey conducted by Candace and Joosuk (2010) concurs that public relations has

been portrayed in American media in a consistently negative manner over several decades,

providing images that may become part of public perceptions. They further stress that

perceptions about public relations affect the perceived credibility of the profession and

influence whether people see public relations as valuable to society.

However, from second-level agenda setting and cultivation theories standing point,

Candace and Joosuk (2010) purport that mass media contribute to beliefs about social reality

by creating a cumulative, general consciousness upon which assumptions and judgment are

based, suggesting that public perceptions about public relations would match media portrayal.

The media portrayal in this regard has not been favourable to the profession.

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Although, results of a telephone survey in the same America found that public

relations is perceived more positively than media portray would suggest. Respondent viewed

public relations as an important activity that benefits the society by providing information

and disagree that it is damage control, that is, an attempt to hide or disguise something, or a

non-substantive activity (Taylor and Francis, 2004; Berkowitz and Hristodulakis, 1999).

A study on Global press – public relations practice conducted by Rainier PR, a

London – based public relations agency, reveals that public relations professionals are not

viewed in high regard, with majority respondents saying that public relations professionals

have little knowledge of their client or publics needs (Adesara, 2004). Conversely, it is this

nature of perceptions that publics from the two continents observed, sometimes resent as they

find themselves having to rely on the public relations practitioners who are the ‘junction

point” or point of contact for interaction between the organisation and the media (Turk,

1986).

To see if there was any difference in public perceptions of public relations practice in

Malaysia, a study carried out by Kaur, (2002) and Taylor, (2000) both agree that Malaysia

has seen a definite growth and increase in the sophistication of the public relations practice in

the past two decades, especially since privatization. Yet some practitioners have few relevant

skills and knowledge to be able to carry out their duties effectively. As a result, most people

perceive that public relations practice in the area is sub-standard, therefore can not enjoy

favourable attention. In her 1999 study on Malaysian public relations practitioners, Roziyaton

(2004) finds that there is a decreasing trend among practitioners joining any media

organisation prior to joining the public relations industry (29.9%) compared to Ididis (1992)

earlier study (34%) which she says has accounted for the wrong perception of the profession.

In Nigeria, a study conducted by Godwin & Josephine (2010) on public perception of

public relations practice in Nigerian universities, reveals that public perceptions of public

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relations practice is favourable, especially in tertiary institutions. They believe that, this

indeed is a welcome development since public relations, apart from publicizing also promotes

the corporate image, manages crisis, guarantees the success of an organisation, and it also

builds lasting relationship between an academic institution and its key publics by ensuring

good communication through effective dialogue. Finally, this multi measures of public

relations in general demonstrated that public perceptions of PR are not stable across

demographics and geographical sphere, although the proportion of negative perception

outweigh the positive perceptual climate. It is therefore safe to purport that public relations

practice is truly a nebulous profession that needs constant evaluation.

2.3 Analysis of Sundry Studies on Managerial Structure of Public Relations Unit

Management teams consisting of people with homogenous background tend to seek

consensus and discourage dissenting voices whether they are critical or not (Vander Heijed et

al., 2002). From public relations perspective, Okoro et al., (2010) purport that the type of

public relations set- up in any organisation depends largely on the size and financial strength

of the organisation. They argue that in a small organisation, there may be no need for a

formally organized public relations department. However, when an organisation attains a size

where it no longer easily maintains close relations with its public, then the public relations

departments should be organized. The authors therefore, identify two major types of public

relations set – up in which an organisation may wish to choose from namely: in- house public

relations and consultancy.

In full house public relations unit, Broom and Smith (1979), conceptualize four kinds

of practitioners: expert prescriber, communication facilitator, problems-solving process

facilitator, and communication technician. As expert prescriber, public relations practitioners

are regarded as the best qualified and informed experts on public relations; like a doctor to

patient relationship practitioners in such department prescribe and management passively

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obeys. The communication facilitator role places practitioners between management and

public as they ease information flow. Problems- solving process facilitators help management

to solve organisational communication and relations problems in symmetrical ways. Finally,

practitioners whom their unit is to provide technical services as communication technicians,

only offer communication services mandated from the dominant coalition. Grunig and Hunt

(1984) point out that this role is mainly played in organisations where the press agentry and

public information model are practiced (pp. 2 1-22).

In a Similar survey, Dozier et al (1995) analyze the role of top public relations

practitioners in two categories: technical role and manager role. The role of top

communicators is important to achieve communication excellence because the

communications department is linked to the dominant coalition and the organisation through

these people. They opine that technicians do not contribute to strategic planning or decision-

making instead, they mostly provide technical services, such as publication and audio/

visuals, and coordinating conferences or arranging events. According to the authors, technical

role expertise, or “knowledge of traditional communicator craft” (p.55), helps excellence

department functions and is essential for even the most strategically managed department.

The manager role, on the other hand, includes research, scanning, planning, and

evaluation. Public relations practitioners, in an ideal managerial positions decide

communication policies, take responsibility for their programmes, and provide their expertise

in public relations problems-solving (Dozier et al, 1995, p. 108). However they participate in

the strategic decision- making process with formal power and earn a seat at the decision-

making table. At same time, top managers of public relations unit play the role of senior

advisor, which involves informal authority. As a senior advisor, the top public relations

department influences the dominant coalitions decision making through suggestions and

recommendations. He or she is often a mediator between the organisation and its publics.

27

Hence, they argue that a top public relations officer who plays either role, the manager or the

senior advisor, would contribute to communication excellence.

Grunig et al., (2002) reiterated that the distinction between the manager and

technician role of a senior communicator helps distinguish excellent from less- excellent

public relations department. Those in managerial roles possess managerial expertise, such as

research and scanning, and are more involved in decision-making processes. They also act as

boundary spanners, on the eyes and ears of their organisation which is based on the

understanding and use of programme research” (p.209).

In educational institution, Ojomo and Adidi (2006:23) note that the major role played

by public relations practitioners are technician and managerial role as analyzed by Dozier et

al,. (1995). Because in most cases they help to distribute news releases containing

information about campus events and personalities, prepare periodicals, brochures and

catalogues, and as manager maintains ties with alumni, local, state and federal government

official, recruits students, also maintains internal relations with faculties, staff and students,

solicit donations from foundations and special interest groups.

In most corporations, public relations jobs focus on specific publics. Indeed, several

big corporations, including some tertiary institutions create different sub-departments for

their various publics, thus you have employee relations, media relations, government

relations, community relations, consumer relations, information unit etc. Each of these

departments is usually headed by a public relations practitioner who is an expert in the field.

His duties would include research as well as advising the organisations management (Ojomo

and Adidi, 2006).

In the view of Minjung, (2004:181) the heads of the public relations’ departments

believed that they have enough access to the dominant coalition, even though they did not

have a direct reporting relationship to the CEO and were not regular members in the strategic

28

decision-making body. In addition, the author pointed out that the heads of these public

relations’ departments did not have seats at the decision-making table. They were usually

invited when the dominant coalition saw a situation as problematic, not based on the longer-

term strategic values or consequences (p.196).

When the members of the dominant coalition have a narrow perception about the

public relations unit, they tend to define public relations as media relations or community

relations. Therefore, Minjung (2004) submitted that, if public relations’s role as strategic

advisor was not enacted among the members of the dominant coalition, its involvement in the

decision-making process would be limited, even if the communicators had that capability

(p.177). Not having public relations at the decision-making table may lead to information

shortage among the dominant coalition about the organisation’s environment and its publics.

In turn, the organisation’s dominant coalition may fail to make strategic decisions that

maintain the balance with the external environment.

The import of these authors is that public relations is needed by every organisation

that wishes to survive in the fiece competitive market but are less placed among organisation

key policy makers. It is axiomatic then that public relations is the form of communication

which principally aims at winning the good will and support of the organization, if it is

enacted among dominant coalition. Supporting this view, Oyeneye (1997:46), advises that

any organisation where the head of public relations department does not belong to the

management team needs to reconsider its positions because the best structural arrangement as

it affects public relations is yet to be put in place.

In line with the above, Ezekiel (2011:270) argues that the head of public relations unit

should be allowed to attend management meetings and make contributions that would

contribute to the achievement of the organisation’s goals from the public relations

perspective. This therefore explains why Wilcox, Ault and Agree (1997:8) as cited in Ezekiel

29

(2011) state the ideal public relations management functions as being most effective when it

is an integral part of decision-making by top management. Because public relations involves

counseling and problems- solving at a very high levels, not just the disseminations of

information after the decision has been made.

2.4 Assessment of Professionalism and Ethics in Public Relations Practice

The internet encyclopedial of philosophy explains “The field of ethics also called

moral philosophy involves systematizing, defending, and recommending concepts of right

and wrong behaviour” (Shannon, 2005). Definitions of ethics normally have in common the

elements of requiring some form of systematic analysis, distinguishing right from wrong and

determining the nature of what should be valued. Church & Nnaane (2007) believe that the

origin of the word” ethics” as derived from the Greek word “ethikos” which Bo (2006:64) as

cited in Church and Nnaane (2007:202) purports is generally seen as a system of moral

principles governing the appropriate conduct of an individual or group.

In public relations discipline, ethics include values such as honesty, openness, loyalty,

fair-mindedness, respect, integrity, and forth right communication (Shannon, 2007). This

definition of public relations ethics goes far beyond the olden days of “Flacking for space” or

spinning some persuasive messages, but this view is not shared by everyone. Current

researches support a historical trend of associating public relations with all things unethical:-

such as lying, spin- doctoring, and even espionage. Shannon (2007) reiterates that many

critics argue that there can be no ethical public relations because the practice itself is akin to

manipulation and propaganda. He stresses further that an unfortunate belief among many

journalists, policy makers, and laymen is the belief that the term “public relations ethics” is

an oxymoron either an unreal possibility, or smoke and mirrors to hide, deception.

The above statement therefore explains why groups like the Centre for Public

Integrity as noted by Shannon (2007), criticized the public relations industry for a lack of

30

ethics, counting the influence of public relations and lobbying as one of the primary threats to

truthful journalism. Other groups like Corporate Watch, are less restrained in their criticism

and they consider public relations firms and professional as deliberately unethical. Are these

critiques justified and warranted? A cursory look at some researches by communication

scholars will give a clue.

In the US, early public relations practices introduced many ethical concerns because

the press agentry (Grunig & Hunt, 1984) approach prevalent then emphasized hyperbole

sensationalism, and often lacked truth. Cutlip et al., (2006) argue that the so-called “father of

public relations” Edward Barney’s, called this time period of 1850- 1905”the public be

damned era”. In that period, it is noted that press agents were concerned with generating

publicity at almost any cost, and this approach engendered the unethical reputations of

modern – day public relations.

Shannon, (2007) opines that ethics as a consideration entered the development of

modern practice of public relations in about 1906, with prominent practitioner Ivy Lee’s

declaration of principles. He concurs that his declaration moved the practice into “the public

be informed” era with his emphasis on telling the truth and providing accurate information.

Supporting the view Heath & Bowen, (2002) put forward John W. Hill as one of the earliest

public relathnns executéves to argue for the role of acting as an ethical counseled to

management. Although, earlier research by Pratt & Rentner, (1989) showed thap scant

attention was given to ethics in major public relations text books before the era mentioned

above, they agree that the last decade has shown an improvement.

Nevertheless, the notion of professionalism in public relations is still transitory and

yet to be defined. Dettz, (1983) noted inter alia that while there have been extensive writings

on media ethics, the subject remains a difficult area to define and reconcile as the literature is

filled with contradictions and little unity of opinion. This difficulty in studying ethics in

31

journalism could therefore depend largely on the relativism in which ethics are shrouded.

Relativism is the ethical theory that states that” what is right or good for one individual or

society is not right or good for another, even if the situations involved are similar (Okoro et

al, 2010:280; Frankena, 1973:109).

For instance, in the public relations and journalism profession, the existence of codes

of ethics does not guarantee ethical behaviour for the simple reason that because the codes

are not mandatory, the observance of the codes would depend largely on the media

practitioners. Bowen et al (2006) say that practitioners often state that codes of ethics are too

vague to be useful in their own careers or that they do not give enough specific guidelines to

be anything other than rudimentary.

Research also found that some practitioners say they see code of ethics ones and then

do not refer to it or read it again (Bowen, 2006). Even if the practitioners do not see or read

the codes of ethics regularly, Parsons (2004) quoted rationale of Plato believes that “Good

people do not need laws to tell them to act responsibly, while bad people will find a way

around the law “(p.67).

In Malaysia, as noted by Roziyaton (2004), the Malaysian union of journalists codes

of ethics and the Cannon of journalism contain statements alluding to the acceptance of bribe

of any form as a “grave professional miss conduct”. He stresses further that Institute of Public

Relations Malaysia code of conduct, which although not specifically mentioning giving or

accepting of bribes, expects members not to” engage in any practice which tends to corrupt

the integrity” of the profession. Depending on how one defines “bribe of any form such as;

freebies, junkets and payolas of any value or nature are also seen as crossing into a gray and

unnecessary area in the journalist – public relations practitioners relations in Malaysia”.

Roziyaton (2004); and Halimahton (1997) concur that almost all the new workers

interviewed on media ethics said accepting gifts is “part and parcel of news gathering”. They

32

stressed that these practitioners viewed door gift like pens and t- shirt as” building rapport,

and gesture of good will’ rather than an attempt to bride them. In the Malaysian context

where giving has become a culture, not accepting may perhaps be seen to be insulting the

giver or a rude behaviour. Nevertheless, the survey conducted by Rainer, a London based

public relations firm revealed that press trips, free lunches and other freebies do influence

journalist (Adesara, 2004). Whether written in positive or negative terms, most of the

professional associations in public relations have a code of ethics.

In Nigeria, the practice is no different. Members agree to abide by a code of ethics

that is written for the entire group. Church and Nnaane (2007) subsumed code of conducts of

Nigerian public relations under four categories namely: personal and professional, conduct

towards client and employees, conduct towards the public and the media, and conduct

towards colleagues. In this symmetrical ways as identified by Grunig & Hunt (1984), Church

and Nnaane (2007) maintained that public relations practitioners should strive to balance a

conscience void of offence that is detrimental to their profession, between their organisations

and their various publics. A line of thought is not clear as regards ethical practices among

Nigerian public relations practitioners as being pointed out by Halimahton (1997) in the

Malaysian context. Therefore, a step will be taken in this study to closely look into this area

and see if the Nigeria culture relatively affected the practice in public tertiary institutions.

2.5 An Appraisal of Relationship Building in Public Relations Context

Public relations has a vital and strategic role to play in building and enhancing on-

going or long- term relationships with an organisation’s key constituencies, including the

media public. The importance of effective long-term relationships with strategic segments of

the public for the achievement of organisation’s goals through various communication

programmes has been widely acknowledged by many scholars and practitioners (Grunig,

1992). Ledingham and Bruning (2000) define public relations as relationship management.

33

Others scholars have attempted to expand, Ledingham’s definitions to question the value or

benefit of relationships- what do the relationships do, what do they achieve and what are they

for?

Focusing on the transactional aspect of relationship building , Broom and Ritchie

(2000:18) suggested that relationships consist of the transactions that involve the exchange of

resources between organisations and the public, these being represented by patterns of

interaction, transition, exchange, and linkage between an organisation and its public.

In addition, several scholars have tried to define and research the factors that

determine organisation-public relationships. Grunig and Hon (1999), developed a scale

examining the organisation public issues of trust, control, mutuality, commitment,

satisfaction, communal relationships and exchange relationships. Trust is defined as the level

of confidence that both parties have in each other and willingness to open one self to the

other party. The dimensions to trust as they identified include: integrity- belief that the

organisation is fair and just; dependability-the organisation will do what it says it will do and

the competence-belief that the organisation has the ability to do what it says it will do. On the

other hand, they defined satisfactions as the extent to which each party feels favourably

towards the other because positive expectations about the relationship are reinforced, and

benefits out weigh the cost.

In other words, Moreira (2007) believes that effective interaction with the media can

be of critical importance in reducing losses. In disasters, information conveyed by the media

can be decisive in preventing death and injury. Research has demonstrated that there is value

in inter-organisation sectional linkage in public relations activities generally and in issues

management specifically (Sellnow et al, 2008). They maintained that the benefits of

establishing a partnership include the combining of resources and expertise, the spreading of

cost and risk.

34

Supporting the above view, Broom, Casey and Ritchey (1997) affirm that

“relationship represent the exchange or transfer of information, energy or resources” (p. 94).

That is, if organisation can deliver its message more smoothly and the media can get the story

without hassles, both entities are better off. These benefits constitute what Huxham (1999)

terms “collaborative advantage” positive outcomes not achievable by organisations working

independently.

Tomlingon (2005) reemphasizes the position of trust in relationship building. He

maintains that “Trust” is a common denominator that measures the level of expectation that

both parties will behave reliably and predictably. While Maquire, Philip, and Hardy (2001)

describe “identity based trust, as the strongest form of trust in which “trustees forgo

opportunistic behaviour not because of deterrent’s penalties or rewards but because it is seen

to be the “right” things to do (p. 290). Therefore, Tomlingon (2005) purports that, if trust is

lacking in an inter-organisational partnership, power becomes the dominant quality in the

relationship.

For example, Heath (1993) likens the relationship between an organisation and its

significant publics or stakeholders to a courtship. In this courtship, he maintains that one

important organisational prerogative is its marketing effort which can couple with public

relations to foster relationships and advance organisational goals but which can create

unsatisfied expectations about product or service performance which motivate stakeholders to

demand their expectations be fulfilled. It is apparent then that public relations practitioners

must monitor the comparison level of their publics, if their relationship building and

relationship management is to be maximally effective.

Finally, it is safe to submit that all the examined relational studies and scholars

researches are closely aligned with social exchange theories which cannot be covered here

due to space limitations, yet they hold great promises for application to public relations.

35

Therefore, in evaluating a successful public relations practice, the concept of mutuality of

awareness, influence, benefit, trust, and behavior must be common core in building inter-

relationship.

2.6 Theoretical Framework

It is a fact that knowledge does not exist in a vacuum. In every discipline, there exist

bodies of theories that provide the explanation for observable phenomena in that field (Ohaja,

2003). However, symmetrical model of public relations underpins this research work.

Two-Way Symmetrical Model of Public Relations

Based on the historical development of public relations practice in the United States,

Grunig et al (1984) developed the two-way symmetrical model, among other models, that tends

to cement all concepts and theories in public relations. This model explains the typical role and

function of contemporary public relations, as it seeks mutual understanding between an

organisation and its publics. In this model, public relations practitioners use research and

dialogue to generate symbiotic changes for both an organisation and its publics. Negotiation,

bargaining and conflict resolution are some of the strategies that are used to obtain

understanding and to change behaviours of both the publics and the organisation (Grunig &

Hunt, 1984; Grunig, 2001).

The practitioners of the two-way symmetrical model have mixed motives. They are not

entirely altruistic but also want to defend the interest of the organisation they work for. They

sometime use strategic mechanism such as collaboration with publics or symmetrical media

use. Therefore, scholars in the field of public relations maintain that the two-way symmetrical

model is a key element of excellence in public relations and communication management.

Symmetrical practices are concerned about how organisations should behave in society and

allow public relations practitioners to deal with the interest of both their clients and the publics.

With this model, an organisation understands and manages conflict through negotiation,

36

compromise or bargaining. They reduce conflict without giving up their own interest, while the

public relations practitioners help the public to understand the organisation in the same way.

Grunig et al (1992, 1996) and Grunig, et al (2002) maintained that the two-way symmetrical

model is the most effective as well as the most ethical framework for public relations. This

predicts the need for symmetrical publics relations strategies in public tertiary institution in

Nigeria to possibly reduce the level of fractions between institutions of higher learning and

organized labour and student unions to both reach a common understanding for overall

development.

2.7 Summary of Reviewed Literature

The literature reviewed has demonstrated that although there have been much debate

about the nature of public relations, there is a common trend which can be identified in most

studies and theories , which is the concept of segmenting the populations, into individual

groups, or publics targeting communication only to those publics which may have negative

consequence for an organisation and the issue of general mistrust of public relations practice

in the minds of the public, which may hamper building and enhancing on-going or long-term

relationship with an organisation’s key constituencies.

The concepts of a public, while originating from the field of political science, is

defined in public relations as a group of people tied together by a common bond or interest or

concern, face and recognize a similar problems and organize for actions that have

consequences for an organisation (Grunig, 1984). The concept of multiple individual publics,

as opposed to the general publics appeared in public relations with adoption of the

relationship—building approach, which was proposed as most vital and strategic for the

achievement of organisation goals through various communication programmes. According

to this philosophy, public relations was meant to establish and maintain mutually beneficial

relationships between an organisation and its key publics.

37

The concept of the symmetrical model is closely related to Kruckeberg and Starck’s

(1988) community-building theory of public relations. The authors argue that public relations

should shift its focus from persuasive communication on behalf of a client to serving the

society as well as the client and help restore and maintain the sense of community. And,

although a historical over-view of the profession has demonstrated that public relations is still

centered on influencing public opinion through the use of mass media, Vujn ovic et al, (2007)

as recognized in the literature reviewed argue that “without the recognition of nonpublic and

the general public, public relations in its theory and practice can only be hypocritical in its

attempts at relationship building and can only remain inadequate in its effort at community

building” (p. 6).

As a result, several studies on public perceptions of PR practice, especially in relation

to ethical issues concluded that public opinions have not painted a flattering picture of public

relations. Almost all have labeled practitioners as spoke-persons whom the publics highly

doubt and have ranked them behind almost every other information sources, and that these

perceptions are stable across demographic spheres. Godwin and Josephine (2010) argued that

“Nigerian universities perceived the practice of public relations in a positive light, helps to

build lasting relationship between an academic institutions and their key publics” (p.3l6).

These points of contradictions and differences in views call for a study like this in order to

empirically ascertain the present state of public relations practice in public tertiary institutions

in Nigeria and offer recommendations where necessary.

38

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CHAPTER THREE

RESEARCH METHODOLOGY

3.0 Introduction

This chapter discusses how data for the study were collected, collated and analyzed.

In particular, it outlines the research design, population, sample size and sampling procedure,

research instruments, reliability and validity of the work.

3.1 Research Design

In considering the research design adopted in the course of any research, Ohaja,

(2003, p. 73) opines that the topic usually gives clue to the research plan (design) that should

be adopted. Therefore, the study adopted survey research design considering the nature of

this study and as it will help to seek the views of stakeholders.

3.2 Population of the Study

The total population of the enclaves below is 88,479. The breakdown is also shown in

the Table below it. The population of this study included all academic and non academic

staff, contractors, students and their parents in public tertiary institutions in Ondo and Ogun

States of the South-West geo-political zone of Nigeria. Public tertiary institutions in the study

area that are degree awardees include: Federal University of Technology, Akure, Adekunle

Ajasin University, Akungba Akoko, Rufus Giwa Polytechnic, Owo, Adeyemi College of

Education, Ondo and Federal College of Agriculture, Akure for Ondo State. While in Ogun

State they involved: Federal University of Agriculture, Alabata-Abeokuta, Olabisi Onabanjo

University, Ago-Iwoye, Tai Solarin University of Education, Ijebu-Ode, Moshood Abiola

Polytechnic, Ojere-Abeokuta, Gate-way Polytechnic, Saapade, Federal Polytechnic, Ilaro,

Federal College of Education, Osiele. Federal University of Technology, Akure, Rufus

Giwa Polytechnic, Owo, Federal College of Agriculture, Akure were selected from Ondo

43

State. Similarly, Federal University of Agriculture, Abeokuta, Moshood Abiola Polytechnic

and Federal College of Education, Osiele were used to represent the entire public tertiary

institutions in the study area because, whatever happens in the six public tertiary institutions

selected would likely have a spill over effect on the entire public tertiary institutions in both

states. Defleur’s view supports that “in a modern sampling theory, an accurate result can be

obtained in a nationwide survey with as few 1,500 respondents, if they are properly selected.

The choice of these six selected public tertiary institutions out of eleven existing ones in both

states bother on the basis that all these institutions have the same similarities and

characteristics.

Therefore, the public of Federal University of Technology, Akure (FUTA), Rufus

Giwa Polytechnic, Owo (RUGIPO), Federal College of Agriculture, Akure (FECAA),

Federal University of Agriculture, Abeokuta (FUNAAB), Moshood Abiola Polytechnic and

Federal College of Education, Osiele constitute the population of this study. In determining

the population, the researcher collected data of academic, non academic staff, students and

their parents together with contractors dealing with the institutions from establishments units

of each tertiary institution.

Table 3.1: Population size of each institution selected

Strata Students Parents Staff Contractors Population

FUTA 12,821 12, 821 4,926 50 30, 618

RUGIPO 3, 736 3,736 1,550 20 9,042

FECAA 640 640 198 15 1,493

FUNAAB 12, 866 12,866 1,850 682 28,264

MAPOLY 5,881 5,881 1,560 45 13,367

FCE Osiele 2,345 2,345 985 20 5,695

Total 88,479

Source: Field work (2012).

44

3.3 Sample Size and Sampling Techniques

Okwandu (2004, p.130) recommends the Taro Yamane’s formula

2)(1 eN

Nn

+

=

in determining the sample size from a given population. This was adopted in this study. In the

formula: n = sample size sought

N = population size

e = level of significance (0.05)

Using the above formula, the sample size is 397. Details of the calculation were

shown in the appendix. Based on the nature of the work, purposive sampling was used to

determine the public tertiary institutions selected for study. This was appropriate to capture

the elements which the researcher looks for to represent all the public tertiary institutions

both in Ondo and Ogun States, as well as determined the respondents while Taro Yamane’s

formula, was used to determine the number of respondents from each of the six strata of the

population using the formula:

1

Sx

N

n where: n = Population of each strata

N = Total population

S = Total sample

The result is presented in the table below.

45

Table 3.2: Sample size from each tertiary institution

Tertiary institutions Population Sample size

FUTA 30,618 137

RUGIPO 9,042 41

FECAA 1,493 7

FUNAAB 28,264 127

MAPOLY 13,367 60

FCE Osiele 5, 695 25

Total 88,479 397

Source: field work (2012)

Details of the calculation were also presented in the appendix.

3.4 Description of Research Instruments

Two major instruments were used in this research, namely: the questionnaire and

interview schedule.

The questionnaire was used to elicit information from the respondents (academic and

non academic staff, students and their respective parents cum contractors dealing with the

institutions) sampled. It was structured to comprise close-ended questions to ensure that the

responses from the respondents did not distort or derail the research’s objectives and

questions. Also, it was in the dichotomous response format of Yes or No and, the Likert scale

format of Strongly Agree (SA) Agree (A), Undecided (U), Disagree (D), and Strongly

Disagree (SD). Questions were divided into five sections comprising demographic variables,

thematic variables on perceptions of public relations practice in public tertiary institutions,

structural arrangement of public relations unit, level of adherence to professional’s ethics and

level of significance that public relations practice has created in bringing about mutual

relationship between public tertiary institutions and their publics.

46

The interview schedule was adopted for the interview sessions which included six (6)

public relations officers in public tertiary institutions under studied. This was with a view to

obtaining their views on public relations unit structured within their tertiary institutions and

how they are linked with key management team of their respective institutions.

3.5 Validity

The validity of the research instrument included both face and content validity. Face

and content validity means submitting and showing it physically to the experts who will look

at it and clarified the content to ensure it conforms and reflects the topic being studied (Obasi,

1999 cited in Okoro, 2001). This was done to ensure that the questionnaire and interview

schedule were scrutinized by experts in the field of Communication and Educational

Research. It is with a view to ensuring sequence, clarity, and appropriate structuring of

questions in the instruments.

3.6 Reliability of the Instrument

To achieve reliability in this study, a pilot study was conducted using twenty (20)

people comprising; academic and non academic staff, students and contractors of the Rufus

Giwa Polytechnic, Owo, Ondo State as respondents. The reason for this was to avoid

Hawthorn effect and to ensure that the research instrument was capable of providing the

needed answers for the research objectives of the study. Also, the pre-test study helped to

modify the research instrument and re-examine the useful suggestions from the respondents

while removing the unnecessary ones.

47

3.7 Method of Data Analysis

3.7.1 Descriptive statistics

Descriptive statistics involving tables, percentage distribution, bar chart and weighted

mean score was employed to analyze the outcome of the responses from the questionnaire

with the aid of Microsoft excel software package. On the other hand, Yin (1984) Explanation

Building method was used to analyse data from the interview schedule. The analysis was in-

line with the research questions raised.

3.7.2 Relative Importance Index (RII)

This is a methodology normally adopted to determine the importance of mean scores

on each variable in a subject matter using a 5 – point likert scale similar to the analysis

employed in Oladapo (2011). The mean scores for all the variables were estimated, and

contribution of each of the variables mean scores was calculated using the relative

importance index (RII) based on this formula:

N

nnnnnRII

5

12345 12345 ++++=

Where n5 = response for most likely occurrence of event

n4 = response for likely occurrence of event

n3 = response for indecision on occurrence of event

n2 = response for unlikely occurrence of event

n1 = response for most unlikely occurrence of event

N = total number of respondents involved in the study

48

3.7.3 Specification of the Variables

Variable code Specification of variable Scale of measurement

NONETHIC None observance of ethical values Strongly agree = 5, agree = 4,

undecided = 3, disagree = 2, strongly

disagree = 1

PFALSEPAG Practice akin to falsehood and

propaganda

Strongly agree = 5, agree = 4,

undecided = 3, disagree = 2, strongly

disagree = 1

LACKPROF Practitioners lack professional Acumen Strongly agree = 5, agree = 4,

undecided = 3, disagree = 2, strongly

disagree = 1

ADHEPROF Basic professional train Adherence to

ethics

Strongly agree = 5, agree = 4,

undecided = 3, disagree = 2, strongly

disagree = 1

GOODREL Good relationships between institutions

and publics

Strongly agree = 5, agree = 4,

undecided = 3, disagree = 2, strongly

disagree = 1

EFSTRATE Effective public relations symmetrical

strategies

Strongly agree = 5, agree = 4,

undecided = 3, disagree = 2, strongly

disagree = 1

NTRANSAC Non focusing on transactional aspect of

relationship building.

Strongly agree = 5, agree = 4,

undecided = 3, disagree = 2, strongly

disagree = 1

PRESOURCE Partial resources in building relationship. Strongly agree = 5, agree = 4,

undecided = 3, disagree = 2, strongly

disagree = 1

49

REFERENCES

Defleur, M. (2010). Mass Communication Theïries: Explaining origins, processes and

Effects. Boston: Pearson Ohaja, E.U. (2003). Mass Communication Research and project report writing. Lagos: John

Lettermen Ltd. Okoro, N. (2001). Mass Communication Research issues and methodologies. Nsukka: AP

Express Publishers. Okwandu, G.A. (2004). Research Methods in Business and Social Sciences. Owarri: Civics

Pub1isher. Oladapo, R.A. (2011). Assessment of Marketing Maturity in office Property Rental Sub

marketing in Lagos Metropolis, Nigeria. (Doctoral Dissertation). Federal University of Technology, Akure.

50

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.0 Introduction

This chapter reports the findings of the study based on the method discussed in the

previous chapter. It is organized around the research questions presented in chapter one with

the purpose of seeking answers to the questions:

What are the public perceptions of pubic relations practice in public tertiary

institutions in Ondo and Ogun States? How are public relations managerial units structured in

public tertiary institutions in the study area? Do public relations practitioners in public

tertiary institutions in the study area comply with professional ethics? What is the level of

success of public relations practice in building relations between public tertiary institutions

and their publics in the study area?

The chapter begins with description and analysis of demographic variables of the

respondents selected for the study although these do not include details. This information is

important to understand what kind of respondents responded to the questionnaire and how

this affects public perceptions of public relations practices in the study area.

The research questions provide the frame for constructing the study as well as

analyzing the data. The results that come from the data collected through methods discussed

in chapter three were analyzed under each research question. The chapter concluded by

interpreting and discussing the findings. Recommendations to various stakeholders are

discussed in the next chapter.

51

Table 4.1 Distribution and Return of questionnaire

Institutions

No of

Questions

distributed

% No of

question

returned

% No of

question

wrongly filled

and

discarded

% No of question

presented and

analysed

%

FUTA 137 34.5 110 34 5 22 105 35

RUGIPO 41 10.3 41 13 6 26 35 11

FECAA 7 1.8 7 2 2 9 5 2

FUNAAB 127 31.9 80 25 3 13 77 26

MAPOLY 60 15.10 60 19 4 17 56 18

FCE Osiele 25 6.3 25 17 3 13 22 7

TOTAL 397 100 323 100 23 100 300 100

The above table shows the distribution and return of questionnaire administered to the

respondents. Out of 397 questionnaires distributed, 323 representing 81% were returned

while 74 representing 18.6% were not returned. Out of the 323 returned, 23 representing 7%

were wrongly filled and discarded while 300 were presented and analyzed.

52

4.1 Background information of the respondents

Table 4.2: Demographic variables

Responses on sex distribution

Options Responses Percentages

Male 210 70

Female 90 30

Total 300 100

Source: Field work, 2012

Out of 300 respondents, the table above shows that 70% were males while 30% was females.

The implication of this is that the questionnaire enjoys more favourable acceptability by male

than female.

Table 4.3: Marital status of the respondents

Status Responses Percentages

Single 90 30

Married 210 70

Divorced 0 0

Total 300 100

Source: Field work, 2012

The table indicates that 70% of the total population sampled are married, 30% are singles

while none of the respondents is divorced .

53

Table 4.4: Age distribution

Options Responses Percentages

Below 18 60 20

18-30 70 23.3

31-49 100 33.3

50 and above 70 23.3

Total 300 100

Source: Field work, 2012

The above information depicts that out of 300 respondents, 20% were below the age of 18,

23.3% were under 18-30, 33.3% were within 31-49 while 23.3% were above the age of 50.

Table 4.5: Academic Qualifications of the respondents

Educational Status Responses Percentages

OND/NCE 50 16.6

HND/BA/BSC 70 23.3

PGD 60 20

Masters 100 33.3

P.hd 20 6.6

Total 300 100

Source: Filed work, 2012

Table above shows that out of 300 respondents on the questionnaire, 16.6% has OND/NCE,

23.3% possess HND/BA/BSC, and 20% obtains PGD, 33.3% master’s degree while 6.6%

54

agreed to have PhD. The above information shows that more than 75% of the respondents

have their academic qualifications to be above ND/NCE holders. This reveals that the

questions were understandable to them, thus the data obtained are more reliable.

4.2 Public perceptions of public relations practice

Table 4.5 through to table 4.9 answered questions 1 to 6 in the questionnaire that

ought to know the public perceptions of public relations practice in public tertiary

institutions in the study area.

Table 4.6: Recognition of PR units in public tertiary institutions

Options Responses Percentages

Yes 210 70

No 90 30

Total 300 100

Source: Field work, 2012

Table 4.6 above demonstrates that out of 300 respondents, 70% recognized that there are

PR units in their respective schools while 30% responded that there is no PR units in their

55

institutions. The implication of the foregoing is that public tertiary institutions in Ondo and

Ogun States preferred in-house PR unit to PR consultancy firms.

Table 4.7: Respondents Awareness of PR practices

Options Responses Percentage

No 70 23.3

Yes 230 76.7

Total 300 100%

Source: Field work 2012

Out of 300 respondents, 76.7% respondents said they are aware of PR practices in their

various institutions while 23.3 % respondents confessed they are not aware of PR practices in

their respective schools. The above information illustrates that the respondents are conscious

of PR practice in public tertiary institutions in Ondo and Ogun states. Therefore, the data

obtained from these respondents will certainly have perfect reflection of its practice in those

institutions.

56

Table 4.8 Level of significance of PR practice

Options Responses Percentage

No 50 16.6

Yes 250 83.3

Total 300 100%

Source: Field work ,2012

The above table indicates that 83.3% out of 300 respondents stressed that PR practice has

significance in their institutions while 16.6 % said PR practice has no significance in their

respective institutions. The implication of this is that PR practice is highly rated substantially

in public tertiary institutions both in Ondo and Ogun states. Thus, the practice is weighty

enough to create favourable attitudes among key publics of these institutions.

57

4.9 Contribution of PR practice to mutual understanding

Options Responses Percentage

No 210 70

Yes 90 30

Total 300 100%

Source: Field work, 2012

Out of 300 respondents , 70% responses acknowledged that PR practice contributed to

mutual understanding that exists between them and their respective institutions while 30%

foreshows that PR practice does not contribute to mutual understanding between them and

their schools. What the above data implied is that PR practice has consequentially

contributed to harmonial relationship among all stakeholders in public tertiary institutions in

the study area, wherefore it could be used as proactive measure to maintain peace and

tranquility in any environment.

58

Table 4.10 Respondents level of satisfaction with PR practice

Options Responses Percentage

No 200 66.6

Yes 100 33.3

Total 300 100%

Source: Field work, 2012.

The data provided above suggest that out of 300 respondents 66.6 % declared that they

are satisfied with the contribution PR practice as showcased in their institutions, though

33.3% said they are not satisfied with PR practice contribution . With 66.6% respondents

agreeing that they are agreeable to PR practice in public tertiary institutions in Ondo and

Ogun States, it could be inferred then that PR practice has contributed significantly to

implementing policies of mediation between these institutions and their various publics in

the study area.

59

4.3 Managerial unit structure of PR in public tertiary institution in Ondo and Ogun

State.

Questions 8,9, 10 and 11 in the questionnaire determined to identify the managerial

unit structures in Public Tertiary Institutions in Ondo and Ogun State however , table

4.11,4.12,and 4.13 provided answered to these questions.

Table 4.11 Types of PR set up in the study area.

Options Responses Percentage

Yes 245 81.6

No 55 18.3

Total 300 100

Source: Field work, 2012

The above data presentation implies that 81.6 out of 300 respondents signified that their

institutions engaged in-house PR unit. At the same time 18.3 expressed that their schools

engaged the service of PR consultancy firm. Inferentially, with overwhelming 81.6%

60

signifying that their institutions engaged in –house PR unit the public institutions in both

states preferred in house PR units to PR consultancy firms.

4.12 Level of Access to key management team.

Options Responses Percentage

Yes 220 73.3

No 80 26.7

Total 300 100

Source: Field work, 2012

Table 4.12 above shows that 73.3% attested to the fact that public relations officers in the

respondents’ institutions have direct access to key management team while 26.7% said PRO

in their institutions do not have direct access to key management team of their institutions.

The fore-going information suggests that public relations practitioners in public tertiary

institutions in the study area have direct access to the dominant coalition team in their

respective institutions. As a result, they could influence positively the decision making

process of their institutions.

61

Table 4.13 Level of PR managerial involvement in key policy making.

Options Responses Percentage

Yes 90 30

No 110 36.7

I do not know 110 33.3

Total 300 100

Source: field work, 2012

The table above denotes that 30% out of 300 respondents admitted that PR top managers in

their institutions are members of key policy makers while 36.7% said they are not, although a

significant percentage of 33.3% said it does not know. The above data analysis shows that

public tertiary institutions in Ondo and Ogun States are not members of key management

team that makes policies and decisions that affect the institutions and their publics. Therefore,

it implies that the practitioners are being denied of their managerial functions in the study

area, thereby ranking them behind key stake holders.

62

4.3 Compliance to professional ethics and level of success in relationship building.

Questions 12,13,14 and 15 in the questionnaire determined to measure the level of

practitioners’ adherence to professional ethics while questions 16,17, 18 and 19 aimed at

evaluating the rate of success of PR practice in the study area has achieved thus far with the

aid of relative importance index table below. The levels are calculated and inferences drawn.

Table 4.14: Relative importance index

VARIABLE CODE SA A UD D SD Total Mean R11

NONETHIC 101 70 20 60 40 300 3.35 0.67

PFAISEPAG 93 84 40 43 40 300 2.97 0.59

LACK PROF 107 71 50 40 32 300 3.60 0.72

ADHEPROF 46 70 30 94 60 300 3.64 0.73

GOOD REL 105 91 24 50 30 300 3.64 0.73

ESTRATE 95 110 20 40 35 300 3.63 0.72

NTRANSAC 50 30 24 93 103 300 2.44 0.49

PRESOURCE 87 113 20 50 30 300 3.60 0.71

From the above table of relative importance index, it has been revealed that good

relationship between the institutions and their publics (GOODREL) has the highest mean

score of 3.64, meaning that most of the respondents actually agree that public relations

practitioners in the institutions understudied really succeeded in creating mutual relations

between their institutions and relating publics. The relative importance of 0.75 which is the

highest in the ranking actually support the respondents’ view.

Also, the 3.63 mean score of effective public relations symmetrical strategies

(EFSTRATE) indicated that majority of the respondents view concurred that the success of

public relations practitioners in the study area has achieved is attributed to symmetrical

63

strategies of public relations rather than one way communication. Relative importance of 0.72

also agrees to this view.

But the table shows that practitioners lack professional acumen (LACKPROF) with

total mean score of 3.60 of the respondents view saying the practitioners do not have

professional basic training to really discharge their ethical responsibility in the institutions

observed. The relative importance of 0.72 shared this respondent’s view.

As a result, the table of relative importance index above displayed that non-

observance of ethical values (NONETHIC) has a mean score of 3.35, indicating that most of

the respondents are actually saying that public relations practitioners do not observe ethical

values in all the institutions. Relative importance of 0.67 strongly supports this respondents’

view as well.

Also, with 2.97 mean score of practice akin to falsehood and propaganda

(PFALSEPAG) indicated that overwhelming view of the respondents does support the view

that public relations practice is akin to propaganda and falsehood. Likewise, relative

importance of 0.59 underscores the respondents’ view.

In all, the table revealed that partial resources in building relations has a mean score

of 3.60, meaning that most of the respondents are supporting that there are partial resources

from the management to the public relations practice (units) in all the institutions observed.

The relative importance of 0.71 supports this respondent’s view.

4.4 Interview with six public relations practitioners in the study area

Bogdan and Biklen (2003) maintained that researchers ought to inform participants of

the purpose of the study early in the interview and assure them that information collected

during the interview would be treated confidentially. Considering the foregoing, the

researcher decided to keep all participants and their respective tertiary institutions identities

confidential.

64

There was no deception used to conduct the interview. The researcher explained the

goal and back ground of the study to each participant and only asked questions that related to

the research questions, especially on the managerial unit structure on how it has links with

key stakeholders of their respective institutions, and whether they are members of key policy

makers of their institution. The interview was design to achieved depth, details, vividness and

nuance in the participant’s responses. The questions prepared for the interview was in two-

fold, first was to have an overview of the participants professional and experience

background, second was aimed at soliciting details about their managerial units structures and

the level of success their practice has achieve so far.

The researcher began the question by asking the participants to give their educational

back ground and experience in the job very briefly. However, from the information gathered,

only two out of the six participants posses’ professional qualifications in public relations

related disciplines, and equally have quality on- the- job experience, although the other four

participants demonstrate that they have basic knowledge in journalism and extensive

experience in public relations practice. In this context, quality on – the –job experience is

defined as working over longer periods with greater attention paid to public relations

practice than others who have not been long in the profession and have paid less attention to

the practice in their respective institutions. In fact, one of the participants confided in the

researcher that after the retirement of his institution public relations officer, he was co-opted

as adhoc manager in public relations department. As a result, he has not been properly

groomed in the practice.

On the other hand, the second question which forms the focus of the interview

session deals directly on how public relations managerial units is structured in the public

tertiary institutions. In different separate interview, the participants concurred that public

relations departments is solely under the office of head of dominant coalition team of their

65

institutions and they are responsible to him. Therefore, they have no separate unit or

department that could be called their own.

When the researcher asked the reason for this structural arrangement as it might

have the consequences of reducing them to mere communication technicians as suggest by

Doziel et al (1995), one of the participants pointed out that “if public relations department

should be allowed to be a separate department on it own, direct its affairs , be a member of

the management team, it would lead to chaos among other units in the institution as various

other units would also agitate to be alone and as well as be part of key management team of

the institution”.

At this point, the researcher from the standpoint of importance and sensitivity of

public relations practice in scanning the environment and maintain mutual relationship

between the institution and its public in order to avoid crises, tried to convince the

participants that other units will not agitate for their own share, because when crisis arises

no unit or department will claim any significance. The participants, not convinced, reiterated

their stand from on- the –job experience.

Equally, the researcher asked the participants if top public relations managers in the

institutions under study have direct access to key policy makers of their respective

institutions, the answer was direct and the same. The participants agreed that they have access

to key management team of their institutions.

As one of them pointed out “ if having access in this context meant to contact them

on phone or call at their offices when the need arises, I have access to them”. But when

asked if they were members of key policy makers and contribute to decision making in

their institutions, they acknowledged, they are neither members of key policy makers nor

contribute to decision making in their institutions.

66

In fact, one of the participants directed the same question to the researcher, and asked

if the public relations manager of his institution was a member of key management team and

contribute to decision making. The researcher’s answer was logical enough to display he does

not really take time to find out that. As a result, they concluded that they are of the opinion

“the same practice is stable across boards”.

At the end of the interview, participants were asked to comment on the issues they

perceived as most important to the management of their institutions, public relations

managerial structure and what they considered needed to be done to improve these

practices from a communication stand point. The participants explained that the goal of the

public relations department was to achieve corporate institutional objectives through

communications and reputation management. They itemized the responsibilities of the

communication functions according to their institution’s internal document to include

leverage potential to affect the corporate image, maintaining support of internal

communication, and gaining consistency across various publics.

Furthermore, they reveled that public relations practitioners department have little or

no structure in the public tertiary institution that gives them opportunities to professionally

discharge their duties. A participant expressed that “The practice in the institution was based

on adhoc communication, the major role at communication functions was distribution”.

During the interview, the participants told the researcher that the department is pursuing

excellence as a “centre of expertise” if much improved skill can be set both at professional

level and institution to help the department attain its goals.

4.5 Interpretation and Discussion of Findings

The finding on the awareness of public relations unit and practice in public tertiary

institutions in both Ondo and Ogun states reveal an overwhelming majority of 70%

respondents affirming that they recognized and were aware of PR units and practice

67

demonstrate that PR unit and practice are well recognized in public tertiary institutions in

these two states. There is no difference in the respondents view from both states.

Would this singular figure of 70% observed awareness and recognition of PR

practices in the study area negate previous findings of Talor &Francis (2004), Candace &

Josook (2010) and Adesara, (2004) who had labeled the practitioners as spokes-persons;

whom the publics highly doubt and ranked then behind almost every other information

sources? The result of 83.3% on the significance and contributions PR practice has made in

the area under study manifested that the previous findings can not be said to be consistent and

stable across demographic and geographic sphere as they earlier suggested. This finding

augured well with the result of Godwin & Josephine (2010) on a similar topic. This attests to

the fact that PR practice in public tertiary institutions in Nigeria is favourable.

Meanwhile, result on professional ethics points out that the majority of the

practitioners in public tertiary institutions in Ondo and Ogun states do not comply with

professional ethics because some believe PR practice itself is akin to propaganda and

falsehood. The finding, therefore, concurred with previous findings that tend to associate PR

with all things unethical; such as lying, spin-doctoring and even espionage (Shannon, 2007;

Cut lip et all 2006; Roziyaton, 2004; Heath& Bowen, 2002; Pratt & Rentner 1989; Dettz

1983 and Halimahton 1997).

There is no denying, therefore, that the notion of professionalism and ethical issue in

public relations are still transitory and yet to be defined. Most of the practitioners seem to

find it difficult to eschew unethical practices, and this perception appears to be stable across

globe. This could be symptomic of other factors which other researchers may want to find

out.

Nevertheless, the finding in relationship building foreshows that public relations’

practice in Ondo and Ogun States had succeeded in great measure to bring about mutual

68

relations between its institutions as their publics. However, table 4.9 reveals that public

relations practitioners in the study area succeeded in building relationship because of

symmetrical model of public relations earlier mentioned in chapter two of this study.

Gruning et la (2002) argued that two – way symmetrical public relations was most

appropriate for achieving beneficial and harmonious relationships. Thus, if public relations

operates on the fulcrum of symmetrical strategies it would function as a corrective force for

public tertiary institutions by helping the institutions adopt to the environment and the

publics’ expectations. More specifically, public relations brings the problems of publics

existing within an organisation into decision making, because constructions of behavior

patterns of individuals in organisations and direct actions of individuals will in most cases

engender repetitive predictable activities. Therefore, key policy makers in public tertiary

institutions, as a matter of duly should encourage their in – house pubic relations practitioners

to employ symmetrical approach with a view to find their niche in strategic management and

demonstrate their unique values in cementing all divergent views within the institutions.

Despite some results in this study that revealed unavailability of money and other resources

for the practitioners in the case under observation, yet they achieved good feats. Contrary to

the findings of Broom & Ritchie (2000) that in relationship building money and other

resources must be exchanged. The finding here, however, supports the view of Moreira

(2007) that indicates money is not everything but deep relationship with the media can be of

critical importance in building relationship, reducing losses and wasting resources.

However, the finding on the types of public relations set-up or managerial structures

in the public tertiary institutions reveals that most public tertiary institutions in the two states

engaged in-house PR unit and top public relations managers have direct access to key

management team but they are not members of the management team, and do not contribute

to decision making in their respective institutions. This finding is in consonance with the

69

result of Minjung, (2004) that purports “The heads of the public relations departments

believed they had enough access to the dominant coalition, even though they did not have a

direct reporting relationship to the CEO and were not regular members in the strategic

decision-making body”.

The implication of the foregoing is reinforced by the result that emanates from the

kind of role public relations practitioners play in the area under study. The result

demonstrates that public relations practitioners are mere communication technicians that only

provide technical service who do not contribute nor earn a seat in decision-making process.

This is consistent and in agreement with previous studies that tend to argue that the major

role played by most public relations practitioners are technician’s role that do not contribute

to key policies in their organisations (Broom & Smith, 1979; Grunig & Hunt, 1984; Dozier et

al 1995; and Ojomo & Adidi, 2006).

70

CHAPTER FIVE

5.0 SUMMARY, CONCLUSION AND RECOMMENDATIONS

This chapter gives a brief description of the major objectives, research questions and

findings of my study, the conclusion and recommendations to various stakeholders.

5.1 SUMMARY

The purpose of this study is to evaluate how public relations is being practiced in

public tertiary institutions in Ondo and Ogun States with a view to describing its current

activities, structure, level of compliance to professional ethics, and effectiveness for

conducive academic environment between the institutions and their enabling publics. In

finding answers for the foregoing objectives, the following research questions were raised:

what are the public perceptions of public relations practice in public tertiary institutions in

Ondo and Ogun States? How is public relations managerial unit structured in the study area?

Do public relations practitioners in the study area comply with professional ethics? What is

the level of success of public relations practice between the tertiary institutions and their

publics? The researcher used survey research design; this is appropriate for this study because

of its exploratory nature and how it will help to elicit necessary data from the stakeholders.

The results of the research were reported in chapter 4. The chapter provides the

answers to the research questions based on the description and analysis of the data that were

obtained through questionnaire and interviews. The data was first summarized and major

findings were based on each research questions in a chronological and coherence order to

maintain unity of thought for vivid recapitalization. In addition, the data were interpreted and

discussed with the implications for various stakeholders.

Among many other results of this research, the following four have the greatest

significance:

71

5.2 SUMMARY OF FINDINGS

1. Public perceptions of public relations practice in public tertiary institutions in both

Ondo and Ogun States are favourable. Contrary to other studies, the perceptions of

the public concerning the profession are not stable.

2. Public relations practitioners in the study area are mere communication technicians

that do not belong to key management team of their institutions and do not contribute

to decision making.

3. The practitioners do not comply with professional ethics, this seems to share general

view of other studies across the globe.

4. They have succeeded in creating mutual relationship between the institutions and their

various publics, even when resources were not readily available.

5.3 CONCLUSION

The results of this study have demonstrated that public relations is a proactive

measure, which can be employed not only when a situation seems problematic but also when

there is serenity in an organisation.

Although the public tertiary institutions’ public relations practitioners maintain that

their practice is strategic and proactive yet they are not formally engaged in strategic decision

–making or management. They are only called upon when the dominant coalition in their

institutions sees that a situation is problematic. There are differences in the way people

perceive public relations practices both among the clients as wells as among the public.

This discrepancy results from the different perceptions about public relations between

the public relations practitioners and dominant coalition and the public suggests to make the

profession a subject of misconception and wrong perception both in principle and in practice.

Though, some participants and perceptions support that the practitioners have access to key

72

management team of their institutions, by that, claiming they play both communication

technicians and managerial role.

As managers, public relations practitioners consider themselves primarily as

communication facilitators and coordinators between the institutions and their publics or

among different clients’ departments. Whether they are media relations specialists or not,

public relations practitioners highly emphasize the media relations function because their

institutions perceive public relations mainly as media relations.

As regards ethical issue in public relations’ practice, it denotes that the legacy left in

antiquity has not been erased from the practitioners because the widely held belief that the

practice is akin to falsehood and propaganda is still very relevant in this study. To correct the

impression and improve this noble profession, recommendations are made to various stake-

holders.

5.4 RECOMMENDATIONS

Ohaja (2003) purport that research is not only done for academic purposes. One of

its primary goals is to understand social and physical phenomena with a view to proffering

solutions to problems where they exist. Based on the literature review and the findings of

this study, the following recommendations will be of great value to:

(1) Organisation and Public Tertiary Institutions.

(a) Institutions should sustain the service of public relations practitioners to help them

create and maintain mutual relationship between them and their enabling publics.

(b) They should co-opt public relations practitioners in their institutions among the key

management team to help contribute suggestions and contributions from

communication perspective that will be of great value to decision making process.

The practitioners should be allowed to play the role of expert prescribers and senior

73

advisors as this will contribute to communication excellence among the dominant

coalition.

(c) Public relations department should be a distinct entity from the office of any

authorities in the institutions. If any institution is not capable enough to financially

engage the full in-house public relations department, it can engage the service of

public relations consultancy firm to manage its information and communication.

(d) They should always make resources available to public relations units to help it

function properly.

(2) Public Relations Practitioners

(a) They should counsel their clients to better employ them as expert prescribers rather

than mere communication technicians, and define the objective of their profession to

them.

(b) They should build strong relations with the media within their vicinity for greater

success.

(c) Symmetrical public relations strategy is highly rated as being successful in the study

area. Therefore, PR practitioners should maintain symmetrical communication in

dealing with their clients and the respective publics.

(d) The practitioners should shun unethical practices and act responsibly, because this has

likened the practice to propaganda and falsehood.

(3) Nigerian Institute of Public Relations

(a) As observed in other professional associations, the professional body of PR should

ensure accreditation of PR unit before it is established in any tertiary institution and

always visit and monitor the activities of this unit in all tertiary institutions to ensure

compliance to the code of professional ethics guiding members operations.

74

(b) The content of the code of ethics should be specified and not be vague for the

practitioners to adopt and adhere to.

(c) Prompt attention should be paid to ethics in major public relations literature and

make it mandatory for every practitioners and prospective members to study in school

of journalism, mass communication and public relations institutions.

(d) It should compel and monitor institutions to always employ competent and registered

members who have passed through a recognized institute of journalism or hold

certificates in mass communication from relevant institutions.

(e) The body should define and review the notion of professionalism and ethical issue in

public relations because of conflicting theories of ethics in the profession that confuse

the practitioners.

75

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APPENDIX I

Mass Communication Department

Faculty of Arts

University of Nigeria, Nsukka,

Enugu State.

June 2012.

Dear Respondent,

REQUEST FOR COMPLETION OF ACADEMIC RESEARCH QUESTIONNAIRE

I am a Master’s Degree student of the above University. As part of the requirements

for the academic programme, I am conducting a research on the topic “Evaluation of Public

Relations Practice in Public Tertiary Institutions in South-Western Nigeria”. I believe the

study will further substantiate existing literatures on the subject matter, and improve the

standard of public relations practice in tertiary institutions in Nigeria.

Please, while answering the questions there, endeavour to be objective as total

confidentiality of the pieces of information supplied will be ensured.

Thank you very much.

Adebola, Olakunle Igbekele

SECTION A: RESPONDENT’S PERSONAL DATA

Instruction: Please tick (√) appropriate response(s) in the space (s) provided but write out

your view (s) where there are no options.

(1) Sex: Male ( ) Female ( )

(2) Marital status: Single ( ), Married ( ), Divorced ( ),

Widow/Widower ( )

(3) Institution and status: FUTA ( ), RUGIPO ( ), FECAA ( ), FUNAAB ( ),

MAPOLY ( ), FCE ( )

80

Academic staff ( ), non academic staff ( ), Student ( ), Parent ( ) contractor ( )

(4) Age: Bellow 18 ( ), 18-30 ( ), 31-49 ( ), 50 and above ( )

(5) Educational status: OND/NCE ( ), HND/degree/BA/B.SC ( ), PGD ( ), Master ( ),

PhD ( ).

SECTION B

(1) Do you have public relations unit in your institution?

Yes ( ), No ( ), Don’t know ( )

(2) Are you aware of its practices? Yes ( ), No ( )

(3) Does public relations practice has any significance in your institution?

Yes ( ), No ( )

(4) If your answer in question three (3) was yes, does it contribute to mutual

understanding that exist between the institution, staff and students?

(5) To what extent do you think it has contributed?

Very much ( ) Moderately ( ) Not very much ( )

Not at all ( ) undecided ( )

(6) Are you satisfied with the contributions public relations practice has showcased in

your institution?

Yes ( ) No ( )

(7) In your institution, how do you perceive public relations practice generally? Please

comment freely………………….

(8) Which of these public relations set- up does your institution engaged in? In-

house public relations department consultancy public relations services ( )

(9) Does public relations officer in your institutions have direct access to key

management terms? Yes ( ) No ( )

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(10) Is top public relations manager in your institution a member of key policy makers?

Yes ( ) No ( )

(11) Would you describe the public management structure with the key

management team in your instruction as?

(a) Expert prescriber that suggests and prescribes necessary solution that contributes to

management decision? ( )

(b) Or communication technician that does not contribute to management decision

making but only coordinate conferences, arranging events and the like? ( )

INSTRUCTION

Please indicate the extent to which you agree or disagree with the following

statements by ticking (√) the appropriate box in each question.

RESPONSE KEY:

Strongly (SA)

Agree, (A)

Undecided (U)

Disagree, (D)

Strongly Disagree (SD)

(SA) (A) (U) (D) (SD)

12 In the public relations discipline, ethics such as

honesty, openness, loyalty, fair-mindedness,

respect, integrity, and forth right communication are

82

regarded as hub of its professionalism. Therefore, a

perceived practice among public relations

practitioners in public tertiary institution in Ondo

and Ogun States is non- observance of these ethical

values.

13 Many critics argue that there can be no ethical

public relations in public tertiary institutions in

Ondo and Ogun States because the practice itself is

akin to Propaganda and falsehood

14 Some close watchers of public relations practice in

public tertiary institutions in Ondo and Ogun States

have maintained that the practitioners lack

professional acumen to really discharge their

responsibility.

15 Some close observer of public relations practice in

public tertiary institutions in Ondo and Ogun states

say the practitioners have basic professional

training and adhere strictly to professional ethics.

16 Some scholars have shown that public relations

practice in public tertiary institutions in Ondo and

Ogun states have succeeded in creating mutual

relations between the institutions and their publics.

83

17 The present state of understanding and peace

enjoyed in public tertiary institutions in Ondo and

Ogun states have been widely attributed to effective

public relations symmetrical strategies.

18 Focusing on transactional aspect of relationship

building, public relations has not done well in public

tertiary institution in Ondo and Ogun States.

19 Investment refers to the time, money, feeding, effort

and other resources given to build relationship.

These are not always available to public relations

practice in public tertiary in Ondo and Ogun States.

84

APPENDIX II

TARO YAMANE’S FORMULA IN DETERMINE THE SAMPLE SIZE

n =

Where

N = sample size

N = population

e = level of significance

I = constant

n =

n =

n =

221.75

n =

= 397.2

Sample Size 397

85

APPENDIX II

TARO YAMANE’S FORMULA FOR SAMPLE SIZE FROM EACH TERTIARY

INSTITUTION SELECTED

n = population of each strata

N = total population

S = total simple size

1. FUTA -

2. RUGIPO -

3. FECAA -

4. FUNAAB -

5. MAPOLY - -

6. FCE OSIELE -