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THE LIMITATIONS OF PUBLIC RELATIONS PRACTICE
IN DEVELOPING COUNTRIES
BEING
A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILMENT OF THE
REQUIREMENTS FOR THE AWARD OF A MASTER OF SCIENCE (M.Sc) DEGREE IN
PUBLIC RELATIONS MANAGEMENT
BY
ADISA OLATUNDE OYENIYI
PG/M.SC/98/45413
DEPARTMENT OF MARKETING
SCHOOL OF POST- GRADUATE STUDIES
UNIVERSITY OF NIGERIA
ENUGU CAMPUS
JULY 2000
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CERTIFICATION
This is to certify that ADISA OLATUNDE OYENIYI, a post-graduate student in the Department of
Marketing with Registration Number PGM.Sc/9845413 has satisfactorily completed this research
work, being a requirement for (the award of a Master‟s Degree in Public Relations Management.
The work embodied in this research is original in all details and has not been submitted in part or in
full for other diploma or degree of this or any other University.
________________________ _________________________________
D.A. NNOLIM (Prof) DR. (MRS) G.E. UGWUONAH
(PROJECT SUPERVISOR) (HEAD OF DEPARTMENT)
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DEDICATION
This work is dedicated to:
God Almighty for the fullness of life and strength to accomplish this task
My father and mother for their love and encouragement. May the Lord Almighty grant all their
heart desires, Amen!
Mr. J.A Olaifa whose support and encouragement I will never forget. And to all that made my
educational accomplishment possible.
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PREFACE
This is a Project report on the Limitations of Public Relations in Developing Countries –using
Nigeria as a major unit of analysis. This project report is presented to the Department of
Marketing, Faculty of Business Administration, University of Nigeria in partial fulfillment of the
academic requirement for the award of a Master of Science Degree (M.Sc) in Public Relations
Management.
Conscious and frantic efforts have been made to ensure that this report is presented in such a
simplistic fashion as to facilitate easy understanding and also contribute to the existing stock of
human-knowledge in this fascinating area of study. However, the simple nature of this report
does not compromise the standard. The scope of this study was designed to cover all the
developing countries of the world, but owing to some unfavourable and unavoidable variables
which made it rather impossible for the researcher to comb the entire population of the study, a
representative sample had to be randomly selected. In this instance Nigeria was used.
This project report is divided into five interrelated chapters. The first chapter open the
report with a general overview of the study while the second chapter focuses on the review of
some literature that are closely or remotely related to this study. The third chapter deals with the
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research design and methodology while the fourth chapter has to do with the presentation,
analysis and interpretation of the data collected. The fifth chapter, which incidentally happens to
be the last but certainly by no means the least, highlights the research findings, recommendations
and conclusion.
It is hoped that this project report will prove invaluable to other researchers, Public Relations
practitioners and users of Public Relations techniques or strategies
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ACKNOWLEDGEMENTS
Glory be to the Lord my God whose ceaseless watch, wisdom and understanding saw me
through this study. The researcher is sincerely grateful and appreciative of the service rendered
by many people who contributed to the successful completion of this research work.
I acknowledge the wholesome efforts of my indefatigable supervisor, Professor Mrs.,
D.A. Nnolim, and the co-supervisor, Dr J.O. Nnabuko, a scholar per excellence, whose
motherly advise was in no small measure, especially by going through the manuscript and
making useful corrections and suggestions, without showing any sign of strain when Prof
Nnolim was on sabbatical. I thank her immensely.
My thanks also go to Mr. And Mrs, W. Adisa, my parents who have toiled day and night
to make me what I am today. And to my maternal grandparents for their ceaseless supports right
from my infancy.
Also, I am greatly indebted in gratitude to my teacher, mentor and benefactor, Mr. J.A
Olaifa (MNIPR) an excellent resource person and a Public Relations think tank. He is my oasis
of knowledge, and my intellectual backbone. To summarize it all, he is a compendium of
positive ideas. I have been following his steps without any regrets.
Encomium and a big respect also goes to Mrs. Toyosi Durowoju for her immense
encouragement and benign gesture.
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My profound thanks also go to (Senior colleagues and elderly friends) brother, Festus
Akande, Henry Feyi Akinlala, Oladipo Taiwo, Omowale Domingo, Achobe Jacob, John
Amobeda Urubusi Clifford, Olalekan Oyekola, Nath Anokwute, Akinbode Akin, Femi
Elegbede, Remi Adetokun, Farry Fatosin., Akinyode Amuda and Oladele Asalejo
My acknowledgement will be incomplete if I fail to thank colleagues and friends: like
Yinka Ojediran, Kayode Adebusuyi, Murdi Celestine, Bode Black, Boal Baruwa, Harcourt
Horsefal, Gbenga Olufayo, Robert Anuforo, Saheed Gbadamosi, Segun Oluwoie, Gbenga Ajao,
Tunde Azeez, Tunde Owolabi, Yemi Adetunji, Moruf Oluokun (Moble) and Joyce Aziga.
I greatly treasure the contribution of my brothers and sister, Tosin Adisa, Korede Adisa, Tope
Adisa, Kehinde Adisa, lyabo Adisa and to all individuals who contributed to the successful
completion of this project.
I humbly overtly express my sincere and infinite gratitude to Mazi Roland Nnorom for his
indefatigable contribution to this research, and also a big thank goes to Adedayo Alade for
making this research a reality, infact his contribution is invaluable.
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ABSTRACT
The study recognises that there are limitations to effective public relations practice in developing
countries. There is grossly under utilization of the potent instrument of public relations.
The objectives of this study include:
To examine the limitations of public relations practice in developing countries.
To satisfy part of the academic requirements for the award of a Master‟s Degree in public
relations
To provide an academic challenge to scholars in the area of public relations practice in
developing countries.
To offer recommendations on what actions to be taken in addressing the identified
limitations.
Due to inadequate resources and the need for effective coverage, Nigeria was used as the main
unit of analysis, with a sample size of 350.
The research study made use of both primary and secondary data. Albeit, the bulk of the
primary data was obtained via the random distribution of structured questionnaires with multiple
-choice. The secondary data came from journals, books, past research studies unpublished works
etceteras.
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The questionnaire used comprised multiple choice, dichotomous and open-ended questions. The
instrument was pretested and that resulted into minor changes in wordings and sequence to boost
its and reliability. In this study, simple arithmetic percentage was used in the analysis of the data
obtained with the questionnaire.
The results of this study revealed that developing countries are not effectively making use
of Public Relations techniques/ strategies in their national development programmes.
Also the investigation shows that Public Relations as practiced is facing problems in developing
countries and these problems are capable of hindering the effective practice of the profession.
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TABLE OF CONTENTS
Title Page
Certification III
Dedication IV
Acknowledgement V
Abstract IX
Table of Contents X
CHAPTER ONE
GENERAL OVERVIEW
1.1 Introduction 1
1.2 Statement of the Problems 2
1.3 Objectives of the study 4
1.4 Significance of the study 4
1.5 Research Questions 5
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1.6 Scope and limitations of the study 5
1.7 References 7
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 Evolution and Historical Development of Public Relations in Nigerian 8
2.1.2 Public Relations in Public and Private Sectors 10
2.2 Meaning of Public Relations 12
2.2.2 Functions of Public Relations 16
2..3 What Public Relations is not 17
2.4 Relationship between Public Relations and Marketing 18
2.5 Brief History of NIPR and FAPRA 20
2.6 Developing countries and their features 24
2.7 Role of Public Relations in developing countries 25
2.8 Factors inhibiting the Effective practice of Public Relations in developing countries 28
2.9 References 32
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CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
3.1 Research Methodology 35
3.2 Structure of the instrument 36
3.3 Determination of sample size 36
3.4 References 38
CHAPTER FOUR
TABULATIONS, ANALYSIS AND INTERPRETATIONS OF DATA 39
4.1 Responses to questions in section “Al” of the questionnaire. 40
4.2 Responses to questions in section “Bl” of the questionnaire. References. 42
4.3 References 52
CHAPTER FIVE
SUMMARY OF THE MAJOR FINDINGS, RECOMMENDATIONS, AND CONCLUSION 53
5.1 Summary of Research Findings 53
5.2 Recommendations. 54
5.3 Conclusion. 55
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5.4 References
Appendices
Bibliography
LIST OF TABLES:
4.1 Questionnaire Distribution.......................................................................................... 39
4.2 Sex Distribution of Respondents .................................................................................40
4.3 Age Distribution of Respondents ............................................................................... 40
4.4 Marital Status of Respondents .................................................................................... 41
4.5 Educational Qualification of Respondents ..................................................................41
4.6 Occupational Distribution of Respondents ..................................................................42
4.7 Respondents Responses as to whether there was awareness about the existence of
public Relations Programmes.......................................................................................42
4.8 Respondents Rating of the Degree of Usage Regarding Public Relations
Programmes................................................................................................................. 43
4.9 Respondents Responses as to whether Public Relations Practice is Facing
any Problem(s)............................................................................................................ 44
4.10 Respondents Responses as to whether the Problems Facing Public Relations
Practice could hinder the Effective Practice of the Professions.................................. 45
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CHAPTER ONE
GENERAL OVERVIEW
1.1 INTRODUCTION
Development, with respect to countries can be examined from various perspectives,
depending on the countries involved For instance, the meaning attached to it by the
developed countries could be different from that of the developing or less-developed
countries. This, therefore, suggests that there is not likely to be an all- embracing
description or definition acceptable the world over.
However, Rogerian (1996) argued that “development is a widely participatory process of
social changes in a society intended to bring about social and material advancement for
the majority of people through their gaining of greater control over the environment”
Similarly, it may not be easy to clearly separate a developing country from a less
developed one due to their similarities in terms of features. Although while some believe
that there is a distinction between the two others contend that such distinction is without a
difference, thereby suggesting that they are one and the same. For purposes of this study,
however, the two terminologies, that is, developing and less developed, shall be used
interchangeably.
A developing country can be described as one that is still in the process of attaining an
acceptable degree of sufficiency in terms of resources. But for any country to attain this
height there are some development tools that should be employed, and one of such is
Public Relations.
2
The relevance of public relations in achieving national growth and development in
any society can hardly be over-emphasized due to due to its various techniques that are
highly result- oriented.
Most developed countries of the world today have come to the realization of this
submission and have made conscious efforts to make the best use of Public Relations
techniques to their advantage.
Public Relations revolve round sound organized two-way communication and
consistent information dissemination. Information is an aspect of communication and
communication is equally a part of public relations. Information creates knowledge and
knowledge helps in shaping opinion with a view to winning goodwill that could be built
with the aid of Public Relations practices.
Ekpo (1993) argues that Public Relations as a profession is concerned with
communicating policies and actions to special groups or the public at large.
Today governments all over the world have employed Public Relations to assist
them in governance.
1.2 STATEMENT OF THE PROBLEMS
Evidence indicates that developing countries now require public relations techniques as
part of the tools necessary in efforts to achieve national development, especially in such
areas as mobilization of the citizenry and their enlightenment with respect to the benefits
of such a development.
3
However, some obstacles seem to be affecting the effective use of the available Public
Relations techniques in this direction.
The following problems, among others have the tendency of inhibiting the flow of
this study:
(a) Most people in developing countries seem to be ignorant regarding the relevance
of public relations activities to their national development
(b) There tends to be a dearth of modern communication facilities necessary for the
effective practice of public relations in developing countries
(c) Lack of adequate recognition and support from the government of most
developing countries seem to be affecting the practice of public relations
(d) There seems to be insufficient promotional activities of the public relations
profession by the different professional bodies charged with such responsibilities
(e) Inadequate public relations practitioners in developing countries tends to inhibit
the practice of public relations in such countries
(f) Relatively low funding of public relations programmes in such countries is also
having an adverse effect on the practice of the profession.
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1.3 OBJECTIVES OF THE STUDY
The study shall attempt to achieve the following objectives, among others:
1. To examine the factors hindering the effective practice of the public
relations profession in developing countries.
2. To satisfy part of the academic requirements for the award of a Master‟s
Degree in Public Relations.
3. To provide an academic challenge to scholars in the area of public relations
practice in developing countries.
4. To offer recommendations on what actions to be taken in addressing the
identified limitations
1.4 SIGNIFICANCE OF THE STUDY
This study is significant in the sense that it will provide useful information for the
advancement of further studies in the area of public relations.
Also there is much data to provoke subsequent research and development of
academic knowledge by way of books, journals, seminar paper, etceteras in this area of
study.
Apart from the practical research experience which this study shall avail the
researcher, it is also going to be a source of relevant information with respect to the
limitations of public relations in developing Countries
5
The successful completion of this study shall serve as a useful reference for
libraries.
Finally, the result of this study shall be a source of information for the general
reader who want to probably improve his or her knowledge on issues revolving round the
practice of public relations in developing countries.
1.5 RESEARCH QUESTIONS
1. What are the factors inhibiting the effective practice of public relations in
developing countries?
2 How can public relations practice be enhanced in developing countries?
1.6 SCOPE AND LIMITATIONS OF THIS STUDY
Actually, the scope of this study should have been designed to cover most
developing countries but due to inadequate resources, the researcher had to use Nigeria as
the main unit of analysis.
It is a statement of fact that the average Nigerian researcher is constantly faced with a
gamut of interacting variables that tend to impede his/her efforts at promoting learning
and improving the functional knowledge of people.
Consequent upon the foregoing, the researcher also had to contend with some
problems which include the following:
1. Inadequate finance - This was perhaps the greatest problem the researcher
encountered because it hampered easy movement around the study area.
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2. Time constraint - Due to the time limit attached to the submission of this project
report, it was impossible for the researcher to cover wider grounds.
3. Indifferent Attitude of Respondents- Some of the respondents exhibited some
form of lackadaisical attitude in completing the questionnaires and were reluctant
to grant oral interviews. This seems to be a confirmation of an argument by Ene
Essien (1979) that “the main problem associated with the collection of primary
data in Nigeria is the reluctance of interviewees to respond to simple questions
since such will not put a meal on their tables”. As a result of this, therefore, the
researcher had to make conscious efforts to disabuse such respondents‟ unfounded
prejudices in order to get them respond positively.
7
REFERENCE
1. NWOSU IKECHUKWU (1996) Public Relations Management, Principles, Issues
and Applications, Dominican Publishers Aba. Nigeria. P. 184
2. MOSES, EKPO (1993)” Inter-Governmental Public relations” in Public Relations
for Local Governments in Nigeria. Talkback Publishers Limited. lagos. PI32.
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CHAPTER TWO
2.1 EVOLUTION AND HISTORICAL DEVELOPMENT OF PUBLIC -
RELATIONS IN NIGERIA.
Most professions trace their origin to America and Europe; and Public Relations is
no exception. This profession is recognized as a major business function in this part of the
world. To be precise, vigorous public relations practice in the United States of America
and Britain dates back to the 19th
Century. Perhaps this early start accounts for the
sophistication the practice of the profession has reached in these countries. The
seriousness with which they take Public Relations might be partly accountable for the
developed state of their economies.
In the United States, the first publicity firm, the Publicity Bureau was founded by
George Michael in 1900. However, Ivy Ledbetter Lee has the credit of pioneering PR in
the U.S. This is probably because of his famous “Declaration of Principles”, the theme of
which was that the public can no longer be ignored nor fooled in information management
and dissemination. In Britain, Sir Stephen Tallent got the credit for organizing PR in
1926(Kingsley, 1993). The development of Public Relations in Nigeria is not divorced
from the country‟s colonial past. Britain was our colonial master for a very long period of
time. About mid-way into its forced administration of the country, strident voices rose
from within the country against the consequences of colonial subjugation.
Nationalistic activities were boosted by the increased awareness of the citizenry
engineered by the educated elites among whom were trade unionists.
9
Against a background of conscription into the colonial army for purpose of
prosecuting the first and second world wars, deplorable standard of living occasioned by
the decline in the prices of agricultural products, scarcity of essential goods, and the
consequent high cost of living, social disenchantment and unpopularity of the government
became a logical development.
In an attempt to check the growing disaffection against the government, the
establishment of an information office was effected in 1940 with the main objective of
disseminating war information. The office was also charged with the responsibility of
sorting out matters connected with the newly established information office.
In 1944, the name of the office was changed to Public Relations office. This name
was accepted by the people who in those days had some misgivings about the Information
office because during the war years, the war Information office was unfortunately seen as
a police informant or detective.
In 1947, after the adoption of the Richard constitution, the Public Relations office
was changed to Public Relations Department. It was the only office of its kind in Nigeria
in the then unitary government.
In 1957, a regional office was opened in Ibadan and in 1958, another regional
office was opened in Enugu, with the expansion of the Public Relations Department of the
government into the hinterlands, the Public Relations Department soon became a factor to be
reckoned with in the development of good press relations.
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2.1.2 PUBLIC RELATIONS IN PUBLIC AND PRIVATE SECTORS
The biggest challenge that faced the colonial government then was utter lack of
acceptance and confidence by the populace. Because this general acceptance was
not forthcoming, the colonial government sort to make a break through by
engaging many Nigerians as Public Relations officers. Some of the earliest
Nigerians who were recruited into the government‟s owned Public Relations
department included Mr. Ayodele Lijadu, correspondent during world war II and
Miss Milicent Douglas, of the then West African Pilot.
This was soon followed by another mass recruitment of Nigerians in 1948
as Assistant Publicity officers. The list included late Alhaji Ade Thanni, late Mr.
Ogunyinka as well as Messrs Adewale Fashanu, A.Y Eke, P.E. N. Malafa. Other notable
Nigerians who came into the profession later included Mr. Peter Enahoro, Mr. Cyprian O.
Ekwensi and late Mr. Samuel Epelle. The last two became Directors- Federal Ministry of
Information in succession. It is important to mention at this stage that the period under
consideration was 1946 to 1951 during the introduction of both Richards and Macphersons
constitutions.
Also of note was the fact that most of these Nigerians were journalists, who rose to
become Press officers at the emergence of Public Relations Department, which later
metamorphosed into the Federal Ministry of Information. The National Electric Power
Authority (from Electricity corporation of Nigeria) was one of the first federal parastatals
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to establish a Public Relations Bureau. And by 1959, NEPA‟S Public Relations
Department had taken off in full swing.
Moreover, many other parastatals have since been trailing the blaze, blazed by
NEPA.
The history and development of Public Relations in the Private sector in Nigeria can be
traced to the United African company‟s activities towards the establishment of a Public
Relations Department in 1949 on commencement of operations, its main functions were to
inform businessman about business activities as well as to project UACN as a major
Nigerian industrial, technical, and commercial company, deeply involved in the stability
of the economic life and progress of Nigeria.
That therefore is how the company mobilises its publics and receives their
goodwill, support and cooperation, which combine to create a favourable business
environment.
Shell BP came up with her own Public Relations Department in 1969. The Public
Relations activities of Shell embraced “all activities relating to relations between the
company, on the Federation, Local communities, the press, commercial organizations
educational institutions and the other sectors of the public”. Like UACN, Shell‟s objectives
for fostering these relations were to ensure constant existence of unobstructed channels of
communication with these publics, thus creating an atmosphere of understanding and
cooperation.
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2.2 MEANING OF PUBLIC RELATIONS
The task of defining Public Relations is an herculean one as there seems lo exists various
definitions and interpretations of the profession or discipline,
Orraca-Tetteh (1986) was pushed to the point of saying that “perhaps the most baffling,
challenging and yet frustrating aspect of Public Relations is simply how to define it.
There are bewildering numbers of definitions of Public Relations put forward by different
authors and Public Relations Association”.
Cutlip, Center and Broom (1994) defined Public relations as “the management function
which evaluates public attitudes, identifies the policies and procedures of an individual or
an organization to earn public understanding and acceptance”.
Hordes of practitioners had advanced series of definitions to capture the essence of Public
Relations. Scholar and professional leader, Rex Harlow collected and analysed a total of
472 definitions written since early 1990‟s. He was able to identify and classify ideas in
each. At the end of his analysis, he came up with this rather lengthy definition:
“Public relations is the distinctive management function which helps establish and
maintain mutual of communication, understanding, acceptance and co-operation between
organization and its publics, involves the management of problems or issues, helps
management to keep informed on and responsive to public opinion defines and
emphasizes the responsibility of management lo serve the public interest. It helps
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management to keep abreast of and effectively utilize change, serving as an easy warning
system to help anticipates trends, and uses research and sound ethical communication as
its principal tools”.
Two other Universally accepted definitions of Public Relations that would be of
benefit in this study are those of the British Institute of Public Relations (BIPR) and the
International Public Relations Association (IPRA), the BIPR defines Public Relations as
the deliberate, planned and sustained effort to establish and maintain mutual
understanding between an organization and its publics”
The IPRA definition which is commonly referred to as the Mexican statement of 1978
states that “Public Relations is the art and social science of analysing trends, predicting
their consequences, counselling organization leaders and implementing planned
programmes of action which will serve both the organisation and the public interest”
All these myriad of definitions point to the fact that Public Relations is a big
communication business, its activities revolve round communication that is knowledge
creation through the dissemination of what could be regarded as ungarnished information.
It is common knowledge that Public Relations strives to establish, maintain and
sustain mutual understanding or co-existence between an organisation and its varied public
by building a solid platform for cordial relationship. This is perhaps why Sam Black
(1989) said that public relations is a “Bridge builder”, while Lucien Malrat simply
described it as “a strategy of confidence”.
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Communication is very vital in the practice of public relations. Jnfact, it could be aptly
regarded as potent instrument of effective Public Relations practice the world over.
Buttressing this claim, Salu (1997) asserted that, “for a Public Relations practitioner,
communication is the key to all that he does”.Also lending credence to this, Seitel (1989),
said that the Public Relations practitioner is “a professional communicator.” Above all
others, an organization must know how to communicate. And this knowledge sets the
Public Relations practitioners apart from the others. It should however, be stated here that
Public Relations practitioners do not just communicate or engage the services of the
media for the fun of it. In Public Relations every communication activity is carried out
with the interest of both the organization and the publics in mind
Salu (1997) disclosed that “there is no amount of communication, however,
cleverly constructed, will long sustain public support for questionable cause, because
contrary to the perceptions of some, Public Relations cannot generate support for policies
and practices which in the long run, are contrary to the public interest”.
Communication in Public Relations is a two way information flow or process. In a
typical Public Relations communication situation, both the communicator and the
communicatee are important as both rely on each other for knowledge or information
acquisition.
Public Relations practitioners communicate to sensitize the publics with a view to
moulding or shaping public sentiments.
15
Abraham Lincoln of USA emphasized the power of public sentiment when he
remarked that “Public sentiment is everything. He who moulds public sentiment goes
deeper than he who executes or pronounces decisions. He makes statutes or decisions
possible or impossible to execute”.
An organization is judged by its behaviour. Public Relations is about goodwill,
image projection and reputation management. Public Relations activities are essential to
every organization because understanding and satisfying the needs of the public are
necessary for organizational growth and survival
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2.2.2 FUNCTIONS OF PUBLIC RELATIONS
Public Relations perform a legion of functions in an organisation. But in this
review, they would be tightly summarised under eight paragraph as follows:
Public Relations deals with the relationship between an organisation and its
various constituent publics.
It carries out information and communication functions within and outside
the organisation. This stresses the fact that public relations serves as a veritable
information and communication bridge between an organisation and its various
internal and external publics.
Public Relations discharges advisory or counseling functions in every
organisation. In this regard, .Public Relations practitioners in organizations advise
or counsel management on the importance of such issues as good performance,
sensitivity to public interest and related matters (Nwosu; 1995).
Public Relations produces specific changes in awareness, opinions and
behaviours inside the organization (Cuttip, Center and Broom; 1994)
In events marketing, Public Relations performs some vital roles in the areas
of conceptualising, planning, executing and evaluating events for organisations or
clients. This is gradually becoming a special area in Public Relations marketing
consultancy.
17
Helps in adjusting those policies procedures and actions found to be in
conflict with the public interest and organisational survival.
Public Relations also performs marketing support function. This has to do
with such tasks as ensuring effective customer relations and understanding thereby
helping to promote sales as one of the promotional tools of marketing.
It also performs the function of building and sustaining sound, productive,
mutual relations with international Publics such as customers, diplomats,
government, business organisations, non business organisations and others
(Nwosu; 1995).
2.3 WHAT PUBLIC RELATIONS IS NOT
Ikechukwu Nwosu (1996) identified the following misconceptions about Public
Relations practice:
Public Relations is not the act of telling lies about your organization client.
Public Relations is based on truth and full information.
Public Relations is not abracadabra, magic, window dressing or presenting
a wishy-washy product/ service/ Organisation/Personality in a way it/ he
does not deserve. Public Relations is based on high performance, equality
and credibility in terms of products, service, policies and practices.
Public Relations does not mean bribery or “Kola”. Public Relations is based
on two- way communication which leads to mutual understanding, respect,
goodwill and acceptance.
18
Public Relations is not arranging and providing girls for the Chief
executive, his friends, board members, clients, etc. Public Relations is
based on moral principles.
Public Relations is not organising parties and other social events. Public
Relations is a top management function.
Public Relations is not the act of carrying a boss‟s bag or running errand for
him, his wife children and relatives
Public relations is not merely employing a beautiful, always smiling but
empty-headed girl to woo or seduce customers.
Public Relations is not propaganda, advertising or publicity. Sometimes,
however, Public Relations uses the tools to achieve its objective.
2.4 RELATIONSHIP BETWEEN PUBLIC RELATIONS AND MARKETING
Public Relations is an organisation‟s communications with its various
publics, such as customers, vendors, news media, employees, stockholders, government,
and the general public. Many of these communication efforts have a marketing purpose,
Boone, Kurtz(1990).
Marketing is mainly concerned with the identification of consumers‟ needs and the
prompt supply of such needs. In most cases, these needs are created in the dynamic and
this is where Public Relations is always dynamic which is where the organisation interacts
with the public vice- versa. Going by this train of reasoning, some experts posited that,
19
stripped of all technicalities, marketing “could be simply defined as a transactional or
symbiotic relationship between the seller and the buyer. And frankly speaking, such
transaction, just like every form of relationship cannot transpire or be effective without
effective communication.
Public Relations as a marketing support technique is well understood. Marketing is
defined by the Chartered Institute of Marketing as the management process responsible for
identifying, anticipating and satisfying, customer requirements profitably. Implicit in this
definition is the need to create goodwill between the organisation offering the products
and services and the purchasers (Roger, 1990)
From the above analysis, it is obvious that there is more to modern marketing than
conceiving and developing a good product, fixing attractive price, and making it
accessible -to target customer. What is ostensibly involved in modern marketing activities
is no other than effective and steady communication with both present and potential
customers.
This is where Public Relations input is paramount.
Scheive (1987) captured the current mood of the marketing environment through
these words “In sum, Marketing must realize that the entire marketing mix operates as
communication system. It communicates a position in the market place, an image that is
usually differentiated from those of competing products. Each Marketing activity
combines with the others to create this effect. At the same time, each individual
marketing action is a communication in and of itself‟.
20
Public Relations efforts help in activating marketing, just as Jefkins (1985) disclosed that
“there is a Public Relations element in every facet of marketing”. There are so many
salient market education activities that marketing cannot single handedly perform except
in concert with Public Relations. Like the area of dealer and customer relations,
packaging, research, and the all important marketing mix. These areas benefit immensely
from public relations ingenuity based on well designed Public Relations methods, Public
Relations counseling and of course Public Relations research techniques.
Both marketing and Public Relations seek to gain and sustain the attention,
interest, understanding, goodwill and patronage of an organisation‟s publics. In achieving
these lofty objectives, both strive in various ways to project a good image of the
organisation before these publics as an entity deserving recognition, respect and trust.
Public Relations has a prime corporate role it can be used to support marketing in many
areas by improving awareness, projecting credibility, competing competition, evaluating
new marketing, creating direct sales leads, reinforcing the effectiveness of sales promotion
and advertising, motivating the sales force, distributors/ wholesales/ services, building
brand loyalty, dealing with consumer issues and in many other ways, Roger (1990).
2.5 BRIEF HISTORY OF N1PR AND FAPRA
In order to, hopefully, silence abusers of Public Relations and particularly to focus
sharply on the real substance of Public Relations, Sam Epelle, initiated the
21
formation of a body that would “professional^ by think, plan, practice and live
Public Relations in Nigeria”. That was in 1961.
By 1963, he had excited some colleagues who, with him, founded what was
then known as the bublic Relations Association of Nigeria (PRAN).
Epelle, the initiator, became coordinator, chairman and eventually President
of PRAN in Lagos. His friends later took PRAN to Enugu and Port Harcourt.
Osuji in Nkwocha, (1999) believes that in Nigeria, the need for Public
Relations arose immediately after the second world war. At that time, there was
need for effective information as a result of growing unpopularity of the then
colonial government.
In 1972, the Public Relations Associations of Nigeria (PRAN) was renamed
the Nigeria Institute of Public Relations ( NIPR).
Onah in Nwosu (1996) considers Public Relations as a respected profession
in Nigeria and he views this from two levels: professionally and educationally.
At the level of professional practices for example, the Nigerian government
has by the promulgation of Decree No. 16 of 1990, made the Nigerian Institute of
Public Relations (NIPR) a chartered institute in which every qualified person must
register before he/she can practice Public Relations in the country.
By this single act, Public Relations practice is no longer an all-comers
affair. It is no longer open to quacks, “gate crashers” charlatans and professional
pretenders of all types. It is only for the professionally trained or qualified,
22
experienced and registered experts or practitioners who know what Public
Relations is all about.
At the educational or academic level, Nigeria is also leading by being the
first African country to establish a full- fledged degree awarding programme in
public Relations located at the Enugu Campus of the University of Nigeria. This
programme (the M.Sc Degree programme) is already producing graduates and
plans to eventually graduate from an academic programme to an academic
department. Some other Universities in the country also plan to mount degree
courses in Public Relations soon.
The Federation of African Public Relations Associations (FAPRA) was
formed in 1975 in Nairobi, Republic of Kenya. FAPRA is a federation of national
Public Relations organisations in African countries which are recognized by the
Organisation of African Unity (O.A.U), now African Union (AU).
Membership is also open to individual. Public Relations Practitioners in all African
countries. FAPRA is a clearinghouse for information on Public Relations in Africa.
The aims and objectives of FAPRA include:
• To set standard of Public Relations Practice in Africa through education and
code of ethics
• To foster the establishment of national and sub-regional Public Relations
organisations, so that the profession shall flourish in all parts of Africa.
23
• To promote unity and co-operation especially as a consultant body to the
Organisation of African Unity and its various agencies.
• To publish bulletins and journals of Public Relations practice in Africa
• To affiliate with all other similar international professional bodies.
The Federation of African Public Relations Associations ( FAPRA) is run by a
Governing Council comprising a president, representing the African sub-regions of
North, West, East and Southern African. Secretary- General, Treasurer, Public Relations
Director, and the Programmes Director.
The Governing Council is elected bi-annually. FAPRA is funded through
subscriptions from its individual and-national members as well as by levies imposed upon
them by the council and donations. Pursuant to the achievement of its objectives, FAPRA
continues to update the skills and professionalism of Public Relations practitioners in the
continent. This it does through conferences, Seminars, lectures and similar events. Each
Annual General Meeting and Delegates Conference represents FAPRA‟s efforts in that
direction. FAPRA has also initiated the publication of a professional journal.-”Public
Relations in Africa:” a package of scholarly presentation of articles by eminent
personalities dealing with various key issues, which demand public relations attention
and strategies.
24
2.6 DEVELOPING COUNTRIES AND THEIR FEATURES
A developing economy is characterized by unfavourable trade terms, control by
foreign interests, concentration on the extractive or export oriented sectors, neglect of the
production of Capital goods/ finished products, lopsided dependency on export of a few
primary products to a few developed countries (Nwosu, 1996)
Other characteristics include unemployment, chronic balance of payment deficits,
great inequalities in incomes, cultural alienation, importation of high technology and
dependency on developed countries for capital, manpower and similar critical economic
factors”.
United Nations General Assembly sees under-developed or less-developed countries as
having a per capital Gross National Product (GNP) of 100 dollars or less, where
manufacturing accounts for only 10% or less. Adult literacy and life expectancy are
considerably lower than in the advanced countries, level of materials and social well-
being falls- far short of that enjoyed by the industrialized nations.
A developing economy can also be characterized by consumption orientation, ill
developed financial institutions and structural defects.
The deteriorating state of the Nigerian economy caused by mismanagement and
the general depression of the global economy, according to Babashola, Edet and Taylor,
(1996), can have the following effects.
Personal Insecurity: Personal security is still not guaranteed in some areas as
the high frequency of armed robbery and other activities show.
25
Inadequate Health facilities: Access to health facilities has become the
privilege of the rich as the cost of prescription drugs has soared beyond the
reach of the poor.
Lack of safe water: Safe water is still a major problem and the electrification of
the rural area is still a dream. But even where there is “safe” water, in the urban
areas, its portability is not guaranteed without boiling or filtering it, as the state
of the pipes is all but safe.
Gross Insufficient Power Supply: Power failures in urban areas are not just a
rare incident but, in the major urban conglomerates like Lagos, a permanent
threat that the National Power Authority acronym is often translated as “Never
Expect Power Always.”
The multiple social manifestations of poverty hinders meaningful development. Poverty
manifests itself in prostitution, exposure to risks, corruption, robbery, street life,
increased unemployment, living in squalors, high infant mortality, acute malnutrition,
short life expectancy, human degradation, living in overcrowded and often poorly
.ventilated homes.
2.7 ROLE OF PUBLIC RELATIONS IN DEVELOPING COUNTRIES
No where to day is Public Relations more important than in developing nations
because new political ideas, social services, industrial enterprises and commercial
products need to be explained to increasingly literate populations, ( Jefkins; 1977)
26
There seems to be a high degree of consensus amongst communication experts
that proper development of any nations is dependent on sound Public Relations
communication techniques.
Development is described as a “dialectical, participation and people- oriented
process that involves accumulation, mobilization and integration of human, material,
information, knowledge and other resources in an inter-disciplinary, planned and
systematized manner for the achievement of better quality life for rural and urban
dwellers, (Nwosu; 1996).
In the same vein is Rogerian when he sees development as “a widely participatory
process of social and material advancement for support and control over the
environment”.
Thus, since development is believed to carry people along, Public Relations-
effective two way communication techniques is essentially inevitable as a potent tool and
a magic wand for effective mass mobilization, orientation and re-orientation.
Frank Jefkins popular “PR” transfer process regards the PR executive as that of working
on the publics to change their hostility towards an organization to sympathy, Prejudice to
acceptance,-apathy to interest and ignorance to knowledge.
It must be this fact that made the Public Relations Society of America (PRSA) to
assert in a 1982 official statement that “Public Relations helps our complex society to
reach decision and function more effectively by contributing to mutual understanding
among groups and institutions. It serves to bring private and public policies into harmony.
27
It is an open secret that Public Relations practice via its communication techniques
can help douse encumbrances impinging on rural and national development. These
encumbrances include; multifarious political, economic, managerial, leadership, social
moral or ethical, ethnic and similar development - related problems.
Public Relations has played an immense role and it is still playing tremendous
roles in dousing political apathy and suspicions. It also helps in promoting cordial
leadership, followership - relationship and facilitating mutual trust and respect.
The previous trend of unhealthy Socio-political atmosphere, when development
projects are conceived and started without involving the masses or populace is now
reducing via effective two-way communication. Participatory approaches are now
considered to be effective because of their ability to highly mobilize and involve the
masses in development process (Sarveas and Mayo; 1984).
Public Relations is helping in the area of developing survival mechanisms to deal
with the thorny problems of multi-lingualism, multiple dialects and varying non-verbal
communication cues in dealing with communications across and even sometimes within
national frontiers. This will help to address pluralistic values, cultures, beliefs and
religions. Public Relations helps in erasing nebulous impression, build mutual trust,
prevent misinformation, dis-information and ill-advised high-handed government or
management policies, actions or inactions that utterly neglect the human factors in
organizational or corporate survival, (Nwosu 1996). Intra-national conflicts rampant in
28
Africa are preventable/avoidable with the magic wand of Public Relations practice. And
fortunately Public Relations is playing substantial role in this regard.
Also in the industries and government ministries, effective Public Relations
practice is helping to prevent disruptive, industrial unrest based on prejudice, ignorance,
ill-feelings, mistrust, poor communication, poor motivation and negative attitudes.
Effective Public Relations communication techniques should be geared to achieve
the following for developing nations, general awareness creation, re-shaping of opinion,
positive attitude, winning empathy and garnering, massive support required for national
development. In such circumstances, Public Relations provides such services as answering
important public questions, providing counselling and guidance on a continuing basis on
community activities, fund raising and social welfare programmes.
Finally since Public Relations always attempts to overcome hostility,
misinformation or apathy, today, government all over the world seem to employ Public
Relations strategies to assist them in governance. Many developing countries are pluralist
or multi-community societies and in this regard Public Relations helps in promoting
mutual understanding, that brings about peace.
2.8 FACTORS INHIBITING THE EFFECTIVENESS OF PUBLIC
RELATIONS IN DEVELOPING COUNTRIES
It cannot be gainsaid that Public Relations pervades virtually all fields of human
endeavours, but despite this pervasiveness some factors seem to retard its dominance or
29
growth in developing countries. Nwosu (1996) once opined that Public Relations is worse
in terms of professional growth and development. It is usually given secondary attention.
On the same train of thought is Akinyemi (1993), he agrees that Public Relations
practice is being impinged and bedeviled by a myriad of problems.
Some of these inhibiting factors are identified below.
Practitioners and management frequently disagree as to its function and objectives.
Public Relations practitioners complain that management did not inform them on
important matters or consult them in policy-making plans and significant Public
Relations aspects.
Unfortunately, this seems to also be the situation or practice in some private sector
establishments or companies where the Public Relations officers have not been made the
management insiders that they should be. This obviously affects such Public Relations
officers or managers‟ performance. And of course there is no way one can expect such
managers to contribute meaningfully (Nwosu, 1996)
Another inhibiting factor according to Achison (1999) is “the rapid growth of
Public Relations which has attracted many inexperienced, unethical practitioners who tend
to create false image of the activity, and detract the honest efforts of great majority of
competent, ethical Public Relations people.
Onah (1996), described all these inexperienced and unethical practitioners as
“quacks, gate-crashers, charlatans and professional pretenders of all types”. The status of
Public Relations practitioners in the society is another factor because certain unethical
30
behaviours of the detractors make public critics regard the Public Relations people as
manipulator people with deceptive persuasions. The inadequacy of New information and
communication Technologies (NCTs) also plague effective practice. In modern Public
Relations practice, traditional communication devices like files, index cards, paper pencils,
pens, telephone, typewriter, new-letters, group and interpersonal forums or meeting are
increasingly being replaced or supplemented by NCT input, storage and communication
devices like intelligent typewriters, computer terminals, optical disk, intelligent circuitry,
word processors, electronic mailing system, teleconferencing, computer conferencing,
satellite, electronic fund transfer system and computer management information system,
Nwosu(1996).
The present “cold war” and suspicious relationship between in-house Public
Relations departments and consultancies is also another inhibiting factor.
Inadequate number of qualified or competent Public Relations practitioners also
tends to militate against the effective practice of Public Relations. Another is education
and training of practitioners in Nigeria for instance, the Nigeria Institute of Public
Relations (NIPR) determines the nature and scope of knowledge required to practice the
profession. “What such bodies usually prescribe are considered to be basic. A true
professional or successful practitioner of Public Relations must therefore endeavour to go
beyond this basic prescription.” Some practitioners are intellectually lazy and not upright
in the course of discharging their professional duties. What they fail to realize is that the
31
body of knowledge and skills required to survive in Public Relations is rather wide and
the industry‟s scope or area of coverage is always expanding.
In Nigeria and other developing countries where Public Relations management is
relatively young, Public Relations programmes are under funded, thus, this inadequate
funding has grossly affected the effective practice of the profession.
The present situation by which foreign Public Relations firms are contracted for
Nigeria will not give room for Public Relations practice in Nigeria to grow into a powerful
tool of rural and national development This shows inadequate support from government
and its agencies, perhaps, we should think globally and act locally. It is believed that
Nigerian Institute of Public Relations ( NIPR) is not doing enough in the areas of
promoting the profession and warding off unscrupulous miscreants.
It is believed that at the end of every tunnel there is always light, little wonder
when Onah in Nwosu (1996) runs thus:” Public Relations has grown from press agentary,
publicity or a minute aspect of marketing, communication and management studies and
practices, to a full- fledged discipline and profession. This is global trend. It is a trend
which the developing countries are working hard to move along with. In Africa, Nigeria
seems most determined to remain at the forefront of this effort towards the
professionalization of Public Relations practice in all its ramification”
32
REFERENCES
1. Oyekan, J1bade (1993): “Nigerian Institute of Public relations 30 Years Growth” – In
30 years of Public Relations In Nigeria. NIPR - A Cap-David Production. P. 11
2. Cutlip Center And Broom (1994): Effective Public Relations, Englewood Cliff New
Jersey: Prentice Hall Inc. P. 16.
3. Nwosu, Ikechukwu (1996). Public Relations Management, Principles Issues and
Applications Dominican Publishers Aba, Nigeria. P. 5.
4. Black, Sam (1989), Introduction to Public Relations. London: The Modino Press
Limited and the International Public Relations Associations (1PRA).
5. Salu, Adekunle (1994): Understanding Public Relations, A Cap-David production,
Lagos P.7.‟
6. Nwosu, Ikechukwu (1995): “Marketing Communications: Introductory and Definitive
Overview,” in Ikechukwu .E. Nwosu and Uchenna Ekwo (Eds), Mass Media and
Marketing Communications. Enugu: Thought Communications Publishers.
7. Nwosu, Ikechukwu (1996) Public Relations Management, Principles, Issues and
Applications: Dominican Publishers Aba, Nigeria P. 179.
8. Boone and Kurtz (1990): Contemporary Business, Holt, Rinehart and Winston Saunder
College Publishing. P.474.
33
9. Aweneri, Festus (1999): In-Road Into Public Relations. FEST, Communications
Lagos. P.25.
10. Roger, Haywood (1990): A11 About Public Relations: McGraw Hill Publishers, P.
156
11. Jefkins, Frank (1985) Introduction to marketing, Advertising and Public Relations,
London: Macmillian Publishers. P32.
12. Roger, Haywood, Op.Cit. P. 158.
13. Nkwocha, Jossy (1999) Effective Media Relations Issues and Strategies. Zoom Lens
Publishers Lagos. P27.
14. Oyeneye, Peter (1996). Concept and Principles of Public Relations Media Ciate ltd
Lagos. P. 125.
15. Nwosu Ikechukwu, Op. (It P182-183)
16. Lecture Notes / Excerpts on Mass Communication and National Development. M.sc
(Public Relations) Programme University of Nigeria. Enugu campus 1998.
17. Babasola Edet And TAYLOR (1998) Managing Development in Nigeria: UNDP
Publishers, Lagos, P. 12.
18. Babasola, Chinsman (1996): Human Development Report. UNDP Publishers Lagos,
P.18.
19. Ajit, Dasgupta (1974) Economic Theory and Developing Countries, Macmillian Press
Ltd. London.
34
20. Jefkins, Frank (1977): “The Credibility Factors” Public Relations (Journal of the
NIPR) Vol. 1, No.2, January - June.
21. Sarveas And Mayo (1994): Approaches to Development Commission: An Orientation
and Resources Kit. Paris and New York: UNESCO/UNFPA.
22. Nwosu Ikechukwu, Op, Cit. P. 184.
23. Jossy Nkwocha Op. Cit. P.24.
24. Nwosu Ikechukwu, Op. Cit.P
25. Ak1nyemi. BJ.. (1993) “The Challenges of Public Relations in 1990s” - In 30 Years
of Public Relations in Nigeria. NIPR -m A Cap-David Production P. 116.
26. Nwosu Ikechukwu, Op. Cit P.165
27. Lecture Notes/Excerpts on Public Relations and National Development, M.Sc. (Public
Relations) Programme, University of Nigeria, Enugu Campus, 1999.
28. Onah . J.o. (1996) “FORWARD” in Bcechukwu Nwosu. Public Relations
Management. Principles, Issues and Application: Dominican Publishers Aba Nigeria.
P.V1.
29. Nwosu Ikechukwu Op. Cit P.2I9.
30. Ibid P.222.
31. Onah J.O In Nwosu Ikechukwu Op. Cit. P.V1.
35
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY:
This chapter focuses on the procedure adopted in effectively carrying out the research
work with particular emphasis on the determination of the study size from the estimated
population of the study, the sources and instruments of data collection as well as the
design and distribution of questionnaires.
3.1 RESEARCH METHODOLOGY
For the purpose of better understanding of the research topic and in view of the
importance attached to the study, descriptive research is used. This is to enable us carry
thorough investigation and adequate exploration, in addition, it helps us to unravel the
essential elements and assess the validity of pursuing certain areas of inquiry.
In this descriptive research, exploratory proved the best tool especially
considered against the backdrop of surveying the public opinion on the limitations of
Public Relations in developing countries.
The primary data for the study came mainly through questionnaires and personal
interviews were conducted where appropriate, while the secondary data were obtained
from unpublished materials, Journals and relevant articles on Public Relations and
developing countries
36
3.2 STRUCTURE OF THE INSTRUMENT
In designing the questionnaire, care was taken to ensure that the respondents feel free with
answers they give. This was made possible by the fact that disclosing their identity was
optional. Multiple choice, dichotomous and open ended questions were used and in the
open-ended questions, they had the opportunities to make necessary comments as to the
reasons for their action and in some cases, they were required to make suggestions where
necessary.
3.3 DETERMINATION OF SAMPLE SIZE
No researcher can afford to cover the entire population of interest, especially where
the population is large and not well defined. Therefore, researchers are usually forced to
examine only a fraction of the population because of some constraints. The fraction to be
used for the study is known as the sample, and it should be a true representative of the
entire population.
In order to determine an appropriate sample size, a pre-testing had to be done with
a total of one hundred (100) questionnaires. At the end of the exercise the positive
response was 65% while the negative response was 35%. These were used to determine
the sample size of approximately 350 at a confidence level of 95% and error limit of 50%.
The following statistical formular was applied to determine the sample size for the study
n = (Z)2 x P x Q
e2
37
Where:
n = The sample size
Z = the desired level of confidence (1.96)
P - percentage of positive response (65%)
Q = percentage of negative response (35%)
E = Limit of tolerance standard error (5%)
After substituting for the notations above, the researcher obtained an approximated
sample size of 350, as follows.
n = (1.96)2x 65x35
25
= 3.8416 x 65 x 35
25
= 34915
350
38
REFERENCES
1. SOMMER AND ROCHERT (1980) A Practical Guide to Behavioural Research,
Tools and Techniques N.Y. Oxford University press, Inc. 1980.
2. STOCK J.P. (1987) Strategic Logistics Management 2nd
Edition, New Dambart
D.M.N.Y ;
3. WILLIAM .P. (1970) Reasoning With Statistics. 2”d Edition, San Franscisco, Holt
Rinechart And Winston.
4. NUOROM ROLAND “Appraisal of Consumer Loyalty to Branded Malt Drinks in
Enugu Urban”. An Unpublished MBA (Marketing) Thesis, University of Nigeria,
2000.
39
CHAPTER FOUR
TABULATIONS, ANALYSIS AND INTERPRETATIONS OF DATA.
This chapter deals with the tabulation, analysis and interpretations of the data
obtained through the questionnaires administered on respondents and interviews
conducted. A total of 350 questionnaires were distributed out of which 287 were returned,
representing about 82%. The number of questionnaire found to be valid and reliable for
analysis stood at 268, representing about 93.38% of the total questionnaires returned.
Table 4.1 QUESTIONNAIRE DISTRIBUTION\
Region Questionnaires
distribution
Questionnaires
returned
Valid
Questionnaires
South west 70 61 60
South west 70 64 62
South south 70 58 54
North 70 51 43
Middle Belt 70 53 49
Total 350 287 268
40
4.1 RESPONSES TO QUESTIONS IN SECTION ‘A’ OF
THE QUESTIONNAIRES
TABLE 4 .2 RESPONDENTS SEX DISTRIBUTION
Sex No of Respondent Percentage
Male 197 73.50
Female 171 26.50
Total 268 100.00
As indicated in table 4.2, there were a total of 197 (73150%) males while the females were
71 (26.50%) in number.
Table 4.3 AGE DISTRIBUTION OF RESPONDENTS
Age Group(years) No of Respondents Percentage
15-20 8 2.99
21-30 72 26.87
31-40 86 32.09
41-50 65 24.25
5 1& Above 37 13.80
Total 268 100.00
41
Table 4.3 shows that 8(2.99%) of the respondents were between 15 and 20 years old,
72(26.87%) were between 31 and 40 years old while 65(24.25%) and 37(13.80%) of them
were between 41&50 yrs. and 51 years or above, respectively.
Table 4.4 MARITAL STATUS OF RESPONDENTS
Marital Status No of Respondents percentage
Single 91 33.96
Married 177 66.04
Total 268 100.00
The above table shows that single respondents were 91(33.96%)while the number of
married respondents stood at 177(66.04%)
Table 4.5 EDUCATIONAL QUALIFICATION OF RESPONDENTS
Educational Attainment No of Respondents Percentage
WASC/CPCE /SSCE 19 7.09
NCE /OND 45 16.79
HND / BSC 147 54.85
Masters Degree /Ph. D 24 8.96
Other Qualifications 33 12.31
Total 268 100.00
42
The data in table 4.4 shows that majority of the respondents and HND/BSC and there
were a total of 147 of them representing about 54.85% while only 19 (7.09%) had either
WASC, GCE or SSCE.
Table 4.6 OCCUPATIONAL DISTRIBUTION OF RESPONDENTS
Occupation No of Respondents Percentage
Student 11 4.10
Civil Servant 102 38.06
PR. Practitioners 26 9.71
Applicant 58 21.64
Others 71 26.49
Total 268 100.00
In the area of occupation, 11 representing 4.10% were students, while 102 (38.06%) were
civil servants and 26(9.71%) constituted Public Relations practitioners while 58(21.64%)
were applicants, 71(26.49%) represented others
Table 4.7 RESPONDENTS RESPONSES- AS TO WHETHER THERE IS
AWARENESS ABOUT THE EXISTENCE OF PUBLIC RELATIONS PRACTICE.
Responses No of Respondents Percentage
Yes 268 100.00
43
No - 0.00
Total 268 100.00
All the 268 respondents said that they were aware of the existence of Public Relations
practice.
Table 4.8 RESPONDENTS RATING OF THE DEGREE OF USAGE REGARDING
PUBLIC RELATIONS PROGRAMMES.
Rating No of Respondents Percentage
Very high 9 3.36
Fairly high 34 12.69
Low 198 73.88
Don‟t know 27 10.07
Total 268 100.00
In table 4.8, most of the respondents, 198(73.88%) said the degree of usage regarding
Public Relations programs was low, 9(3.36%) of them said the usage was very high,
34(12.69%) were of the opinion that the usage was fairly high while 27(10.07%) did not
know the degree of usage.
44
Table 4.9 RESPONDENTS RESPONSES AS TO WHETHER PUBLIC
RELATIONS PRACTICE IS FACING ANY PROBLEM
Responses No of Respondent Percentage
Yes 39 14.55
No - 0.00
Don‟t know 212 79.11
Neutral 17 6.34
Total 268 100.00
Table 4.9 indicates that 39 (14.55%) of the respondents believed that public relations
practice is facing problems; 212(79.11%) said they did not know while 17 (6.34%)
remained neutral.
45
TABLE 4.10 RESPONDENTS RESPONSES AS TO WHETHER THESE PROBLEMS
FACING PUBLIC RELATIONS PRACTICE COULD HINDER THE EFFECTIVE
PRACTICE OF THE PROFESSION.
Responses Respondents Percentage
Yes 39 14.55
No 0 0.00
Don‟t Know 212 79.11
Neutral 17 6.34
Total 268 100.00
Table 4.10 shows that a total of 39 (14.55) of the respondents believed that the problems
facing Public Relations could hinder its effective practice. Two hundred and twelve
(79.11 %) did not know while 17(6.345) were neutral on the issue.
TABLE 4.11: IS THE GOVERNMENT OF YOUR COUNTRY GIVING ADEQUATE
RECOGNITION AND SUPPORT TO THE PUBLIC RELATIONS PROFESSION.
Responses No of Respondents Percentage
Yes 53 19.78
No 204 76.12
Don‟t Know 11 4.10
46
Total 268 100.0
Table 4.11 shows that while 53 (19.78%) of the respondents were of the opinion that the
got was giving adequate support to the Public Relation profession, 204 (76.12%) said
there was no support from the government. Eleven (4.10%) did not know.
Table 4.12: ARE THERE ADEQUATE COMMUNICATION FACILITIES FOR
EFFECTIVE PUBLIC RELATIONS PRACTICE IN THE COUNTRY?
Responses No of Respondents Percentage
Yes 87 32.46
No 168 62.69
Don‟t know 13 4.85
Total 268 100.00
From Table 4.12 168 representing 62.69% of the population expressed the opinion that
communications facilities for effective public relations practice are inadequate compared
to what is obtainable in the so-called developed countries. But 87, being 32.46 had the
opposite view, while 13 (4.85%) did not know if there were adequate communications
facilities or not.
47
Table 4.13 RESPONDENTS RESPONSES AS TO THE LEVEL OF FUNDING
REGARDING PUBLIC RELATIONS PROGRAMMES.
Responses No of Respondent Percentage
Low 209 77.98
High 22 8.21
Don‟t know 37 13.811
Total 268 100.00
An analysis of table 4.13 indicates that 209 (77.98 %) of the respondents believed that
public relations programmes are under- funded while 22 (8.21% ) believed otherwise.
Thirty-sever constituting 13.81% could not categorically make any assessment.
Table 4.14 ON WHETHER THERE IS ENOUGH QUALIFIED PUBLIC
RELATIONS PRACTITIONERS IN THE COUNTRY.
Responses No of Respondent Percentage
Low 47 17.54
High 199 74.25
Don‟t know 22 8.21
Total 268 100.00
48
Table 4.14 indicates that 199 (74.25%) of the respondents claimed that public relations
practitioners were not enough, 47 (17.54%) had the opposite opinion while 22 (8.21%)
said they did not know.
Table 4.15: RESPONDENTS RESPONSE ON WHAT IS RESPONSIBLE FOR
DEARTH OF QUALIFIED PUBLIC RELATIONS PRACTITIONERS
Responses No of Respondents
Percentage
Inadequate education and
training
207 77.24
Lack of motivation 22 8.21
Ignorance 34 12.69
others 5 1.86
Total 268 100.00
Most of the respondents believed that inadequate education and training contribute to the
dearth of public relations practitioners. This is followed by ignorance, lack of motivation
and other factors in that order.
49
TABLE 4.16 RESPONDENTS RESPONSES AS TO WHETHER THERE IS A
PROFESSIONAL BODY THAT IS CHARGED WITH THE RESPONSIBILITY OF
PROMOTING THE PUBLIC RELATIONS PROFESSION.
Responses No of Responses Percentage
Yes 187 69.78
No - 0.00
Don‟t Know 81 30.22
Total 268 100.00
From Table 4.16 187 representing 69.78% the population expressed the opinion that, a
professional body responsible for promoting the public relations profession exists in
Nigeria. Those who lid not know about the existence of professional body charged with
promoting public relations professions were 81(30.22%).
FABLE 4.17 RESPONDENTS RATING OF THE PERFORMANCE OF SUCH
PROFESSIONALS BODY.
Rating No of Respondents percentage
Poor 49 18.28
Fair 198 73.88
Good 21 7.84
Excellent - 0.00
Total 255 100.00
50
Majority of the respondents that is 198 representing 73.88% opined that the
professional body saddled with the responsibility of promoting the Public Relations
Professional is fairly performing 49 constituting 18.28% rated their performances as being
poor while 21(7.84%) said their performance was good.
Lastly the respondents were asked to briefly state what they felt should be done to
enhance the effective practice of the*public relations profession.
Their responses include the following:
• Widespread acceptability of public relations as a top management function
• There should be availability of competent practitioners to cope with the challenges of
the industry.
• There should be proper opportunity for education and training of practitioners.
• In-house public relations departments and consultancies should have cordial
relationships.
• There should be provision for new communication technology facilities.
• Maintenance of high professional standard should be adhered to.
• The Nigerian Institute of Public Relations inputs vis-a-vis new entrants, membership,
and placement should be done objectively bearing in mind high standard and
excellence as well as the need to eliminate quacks from the profession.
51
• Government should give adequate recognition and support to the public relations
profession.
• There should be adequate allocation for public relations programs both in the public
and private sectors.
52
REFERENCES
1. DEVTIZE AND LEIDERMAN (1977) Evaluating research Proposals in the
Science. N.Y, Teachers College Press.
2. IBANIGE (1981) Guide on Test and Measurement for teacher and Students.
Calabar Paico Press and Book Ltd.
3. RUNKEL AND McGRATH (1972) Research on Human Behaviour: A System
Guide to Method, San Francisco, Holt, Rinechart and Winston, Inc.
4. ADISA OLATUNDE “Public Relations and Fund generation for Non-Profit
Organizations: The Case of Religious Organizations” An unpublished Research
Project Submitted to the Department of Marketing University of Nigeria, 1998
53
CHAPTER FIVE
FINDINGS, RECOMMENDATIONS AND CONCLUSION
The aim of this chapter is to bring the results of this study into sharper focus. Data
obtained from the study were subjected to thorough statistical test. In analysing the data,
both descriptive and a simple arithmetic percentage method of data analysis were used.
5.1 SUMMARY OF RESEARCH FINDINGS
Consequent upon the analysis, the summaries of the finding of this study are as
follows:
Developing countries are not effectively making use of public relations practice in
national developmental programmes. This is not unexpected as the rate of awareness is
grossly low.
Secondly, it is also discovered that the use of public relations strategies for
bridging communication gap in developing countries is ineffective there by leading to
apathy, hostility, ignorance and prejudice
Thirdly, it is also established that public relations practice is facing problems in
developing countries and moreover the bodies responsible for promoting public relations
profession, do not seem to be aggressive enough and professionally consistent.
Finally, the study also revealed what should be done to enhance the effective
practice of public relations profession
54
5.2 RECOMMENDATIONS:
Based on the findings of this study, the following measures are hereby recommended for
improved practice of public relations in developing countries.
(1) From the finding the researcher observed that there are some factors hampering the
effective use of public relations practice for national development. It is therefore
strongly recommended that developing countries should be geared towards a more
effective utilization of public relations measures.
(2) Public Relations professional bodies in Africa should try to employ or consult with
professionals, so as to raise the level of awareness and create huge supports. The
professional input must be substantiated with enough funds to execute the public
relations programmes for meaningful (vital) development. All these will promote up-
to-date skills, professionalism and excellence
(3) Since it has been established that public relations practice is facing problems in
developing countries, deliberate and sustained efforts should be made to check such
problems
(4) The government, should give adequate recognition and support to the public relations
profession in view of the benefit accruable from its effective practice.
(5) Since it has been established that information creates knowledge and knowledge helps
to shape opinion, then adequate communication infrastuctural facilities should be put
55
in place for organised clear cut two way communication flow of consistent nature, this
will go a long way in fostering better relationships among different parties
5.3 CONCLUSION
From all analyses made it is palpable that developing countries are undermining the
power of Public Relations as a potent instrument for development.
According to Ikechukwu Nwosu (1996) Government must have the support and
acceptance of the citizenry in order to be effective or even to survive for a reasonable
period. But very often many people in government especially those in developing
countries seem to forget all these and operate as if they can do without the support and
acceptance of the citizenry.
He believes that effective or improved government /citizens relations can be enhanced via
practical Pubh‟c Relations strategies and techniques and that this in turn will promote
rural and national development.
A country that employs Public Relations techniques/strategies in its developmental effort
is more likely to be at an advantage than a country that dose not use such Public Relations
inputs.
The findings were subjected to statistical tests which revealed that the rather non-chalant
attitude of some developing countries towards the elimination of factors that are capable of
rendering Public Relations practice ineffective was based on unawareness of the relevance
of Public Relations practice to meaningful development.
56
It is the contention of the researcher that if the issues raised in the work are properly
looked into and the recommendations implemented, they would go a long way in
addressing the limitations of Public Relations practice in developing countries by ushering
in effectiveness in the practice of the Public Relations profession.
57
REFERENCE
NWOSU IKECHUKWU (1996): Public Relations Management, Principles, Issues and
Applications. Dominican Publishers Aba, Nigeria.
58
APPENDICES
Department of Marketing
Faculty of Business Administration
University of Nigeria
Enugu Campus
10th
June 2000.
Dear Sir/madam,
QUESTIONNAIRE FOR COMPLETION
I am a postgraduate student of the above named institution carrying out a research on the
limitations of Public Relations practice in developing countries. The attached
questionnaire is for your completion and possibly returns.
This is purely an academic exercise and be rest assured that any information provided by
you shall be treated in the strictest confidence and only used for the purpose of this
research.
Thanks for your co-operation.
Yours faithfully,
Adisa Olatunde.
59
INSTRUCTION
Please tick in the box that corresponds to your chosen options and comment briefly where
necessary.
SECTION A
1. What is your name (optional)
2. What is your sex (a) Male (b) Female
3. What is your age group? (a) 15-20 Years (b) 21-30 Years
(c) 31-40 Years (d) 41-50 Years (e) 51 Years and Above
4. What is your marital status? (a) Single (b) Married
5. What is your highest educational qualification? (a) WASC/GCE/ S.S.C.E
(b) NCE/OND (c) HND/BSC (d) Masters/Ph.D. (e) Others
(Please qualification (please specify) ........
6. What is your occupation (a) Student (b) Civil Servant (c) Public Relation
Practitioner (d) Applicant (e) Others (Please specify)
………………………………………
SECTION B
7. Are you aware of the existence of Public Relations practice in Nigeria
(a) Yes (b)No
8. If your response to question 7 is „yes‟ how would you rate the degree of the usage of
Public Relations programmes in the country? (a) Very high (b) Fairly high
(c) Low (d) Don‟t know (e) Neutral
60
9. In your opinion is Public Relations practice facing any problem in the country?
(a) Yes (b)No (c) Don‟t know (d) Neutral
10. Do you consider the problems facing Public Relations capable of hindering the
effective practice of the profession in the country? (a) Yes (b) No (c) Don‟t
Know (d) Neutral
11. Is the government of your country giving adequate recognition and support to the
Public Relations profession? (a) Yes (b) No (c) Don‟t know
12. do you think there are adequate communication facilities for effective Public relations
practice in the country (a) Yes (b)No (c) Don‟t know
13. How would you rate the level of funding of Public Relations programmes in the
country (a) Low (b)High (c) Don‟t know
14. Are there enough qualified Public Relations practitioners in the country? (a) Yes
(b) No (c) Don‟t know
15. If your response to question 14 is NO what do you think is responsible for such a
situation? (a) Inadequate education and training (b) Lack of motivation
(c) Ignorance (d) Others (please specify)
……………………………………………..
16. Are you aware of any professional body in the country responsible for promoting the
Public Relations profession? (a) Yes (b)No (c) Don‟t know
17. If your response to question 16 is „Yes‟ how would you rate the performance of such
a body in this regard? (a) Poor (b) Fair (c) Good (d) Excellent
61
18. Briefly state what you think should be done to enhance the effective practice of the
public Relations Profession in the country?
…………………………………………………………………………………………..
…………………………………………………………………………………………..
…………………………………………………………………………………………..
…………………………………………………………………………………………..
…………………………………………………………………………………………..
62
BIBLIOGRAPHY
(A) BOOKS
ADEKUNLE, SALU (1994): Understanding Public Relations. A cap-David
Production, Lagos.
AJIT, DASGUPTA (1974): Economic Theory and Developing Countries.
Macmiliian Press Limited, London.
BLACK, SAM (1989): Introduction to Public Relations. The Modino Press
Limited and the International Public relations Association (IPRA), London.
BOONE AND KURTZ (1990): Contemporary Business. I lolt, Rineliart and
Winston Saunder College Publishing.
CUTLIP, CENTER AND BROOM (1994): Effective Public Relations. Eaglewood
Cliff New Jersey: Prentice Mall Inc.
DEVITZE AND LE1DERMAN (1977): Evaluating research Proposal in the
Behavioural Science. N.Y. Teacher College Press.
AWENER1, FESTUS (1999): In-Road into Public Relations. FEST
Communications, Lagos.
IBANCA, J. (1981): Guide on Test and Measurement for Teacher and Students.
Calabar: Paico Press and Bood Eld.
JEFKINS, FRANK (1985): Introduction to Marketing, Advertising and Public
Relations. London: Macmiliian Publishers.
63
NKWOACIIA, JOSSY (1999): Effective Media Relations, Issues and Strategies. Zoom
Lens Publishers, Lagos.
NWOSU, 1KECHUKWU (1995): “Marketing Communications: Introductory and
Definitive Overview”, in Ikechukwu Nwosu and Uchenna Ekiro (CDS). Mass Media and
Marketing Communications: Thought Communications Publishers.
NWOSU, IKECHUKWU (1996): Public Relations Management, Principles. Issues and
Application: Dominican Publishers, Aba, Nigeria.
ONAH, J.O.. (1996): “FORWARD” in Ikechukwu Nwosu. Public Relations
Management, Principles, Issues and Application: Dominican Publishers, Aba, Nigeria.
OYENEYE, PETERS (1997): Concepts Principles of Public Relations, Media Gate Ltd.
Lagos.
ROGER HAYWOOD (1990): All About Public Relations: Mc Graw Hill Publishers.
RUNICEL ANDMC GRATH (1972): Research on Human Behaviour A System Guide to
Method. San Francisco, Holt, Rinechart and Winston, Inc.
SARVEAS-AND MAYO (1994): Approaches to Development Commission: An
Orientation and Resources Kit Paris and New York: UNESCO / UNFPA.
SOMMER AND ROHERT (1980): A practical Guide to Behavioural Research, Tools
and Techniques. N.Y Oxford University Press, Inc.
64
STOCK J.P. (1987) Strategic Logistic Management 2nd
Edition, New Oambart D.M. N.Y
WILLIAM .F. (1970) Reasoning With Statistics 2nd
Edition, San Francisco. Hilt Rhone
Mart and Wiston Publishing.
JOURNALS
AK1NYEMI. B. Y. (1993): The Challenges of Public Relations in 1990” In 30 Years of
Public Relations in Nigeria NIPR A Cap David Production.
BABASOLA CHINSMAN (1996) Human development Report. UNDP Publishers,
Lagos.
BABASOLA EDET AND TAYLOR (1998) Managing Development in Nigeria UNDP.
Publishers, lagos.
JIBADE OYEKAN (1993) “Nigerian Institute of Public Relations 30 Years of Public
Relations in Nigeria. NIPR. A Cap David Production.
UNPUBLISHED MATERIALS
ADISA OLATUNDE “Public Relations And Fund generation for Non Profit
Organization: the Case of Religions organizations” An Unpublished research project
Submitted to the Department of Marketing University of Nigeria, 1998.
65
NNOROM, ROLAND “Appraisal of Consumer Loyalty to Branded Mall Drinks in
Enugu Urban”. An Unpublished MBA (Marketing) Thesis, University of Nigeria, 2000.
Lecture Note/ Excerpts on Mass Communication and National development M.Sc (Public
Relations) Programm University of Nigeria, Enugu Campus 1998.
Lecture Note / Excerpts on Public Relations and National Development, M.Sc. (Public
Relations) Programm, University of Nigeria, Enugu Campus 1999.