1
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.
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Name of Supervisor
Date
Name of Head of Department
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Name of External Examiner Date
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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
8
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
61
5.3
Conclusion
61
5.4
Recommendations
62
Bibliography
65
Appendix
71
9
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
10
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 southwest 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
14
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
15
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
16
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.
1.8
Time and financial resources could also pose a limitation to the study.
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) 306317.
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
21
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
22
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 allembracing. 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
23
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.
24
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
25
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
26
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 decisionmaking 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 decisionmaking 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 longerterm 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 interrelationship.
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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42
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
Source: Field work (2012).
88,479
44
3.3
Sample Size and Sampling Techniques
Okwandu (2004, p.130) recommends the Taro Yamane’s formula
n=
N
1 + N (e ) 2
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:
n S
x
N 1
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 inline 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:
RII =
5n 5 + 4n 4 + 3n 3 + 2n 2 + 1n1
5N
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 Strongly agree = 5, agree = 4,
propaganda
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 Strongly agree = 5, agree = 4,
ethics
undecided = 3, disagree = 2, strongly
disagree = 1
GOODREL
Good relationships between institutions Strongly agree = 5, agree = 4,
and publics
undecided = 3, disagree = 2, strongly
disagree = 1
EFSTRATE
Effective public relations symmetrical Strongly agree = 5, agree = 4,
strategies
undecided = 3, disagree = 2, strongly
disagree = 1
NTRANSAC
Non focusing on transactional aspect of Strongly agree = 5, agree = 4,
relationship building.
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
No
Institutions
of %
No of
%
No of
%
No of question %
Questions
question
question
presented
distributed
returned
wrongly filled
analysed
and
and
discarded
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
100
323
100
23
100
300
100
397
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 nonobservance 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 twofold, 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 stakeholders.
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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79
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 (
MAPOLY ( ), FCE ( )
), RUGIPO (
), FECAA (
), FUNAAB (
),
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 (
(4)
), No (
)
If your answer in question three (3) was yes, does it contribute to mutual
understanding that exist between the institution, staff and students?
(5)
(6)
To what extent do you think it has contributed?
Very much (
) Moderately ( ) Not very much (
Not at all (
) undecided ( )
)
Are you satisfied with the contributions public relations practice has showcased in
your institution?
Yes
(7)
(
)
No
(
)
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? Inhouse public relations department consultancy public relations services ( )
(9)
Does public relations officer in your institutions have direct access to key
management terms? Yes (
)
No
(
)
81
(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)
12 In the public relations discipline, ethics such as
honesty,
openness,
loyalty,
fair-mindedness,
respect, integrity, and forth right communication are
(A)
(U)
(D)
(SD)
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 -
-