An Assessment of the Public Relations Strategies of Rebranding the Nigeria Police Force
CHAPTER ONE
Objectives of the Study
The objectives of the study are:
- To examine the image of the Nigeria police in the minds of Nigeria.
- To ascertain the negative images of Nigeria police force.
- To examine the public relations strategies of rebranding the Nigeria Police Force.
- To examine the challenges of using public relations strategies in rebranding the Nigeria police force.
- To determine the benefits of rebranding the Nigeria Police Force using public relation strategies.
CHAPTER TWO
LITERATURE REVIEW
The world over, certain state apparatus/mechanisms are set up by the government to maintain peace, national security, safeguard lives and properties, enforce law and order amongst others. In Nigeria, one of such bodies is the Nigeria Police Force (NPF). The amalgamation of Northern and Southern Nigeria in 1914 was a precursor to the formation of the present Nigeria Police Force on April 1, 1930 with headquarters in Lagos.
Traditionally, the police set up since the era of the colonial masters (indirect rule) was saddled with the responsibilities of prevention and investigation of crime, apprehension of crime perpetrators, response to distress call by citizens, enforcement of laws and so on, Alemika(2010). However, it is quite nauseating that the Police have not been able to respond to the security challenges in the country due greatly to certain structural constraints.
The inability of the Nigeria Police Force to deliver to the Nigerian populace the core mandate of the institution coupled with corrupt practices, of course aided partly by some institutional inadequacies led to the poor public image and perception of the Police by Nigerians, home and abroad. Therefore, the public have lost their trust, respect and support for the Police because of the institution‟s ineffectiveness.
Apparently perturbed by the poor image of the police and the need to keep communication lines open, the late Kam Salem, former Inspector – General of Police (1966 -1975) established the Force Public Relations Department as a statutory function of the force.
It must be pointed out that inspite of creation of Police public relations offices, it was still being practiced by non-professionals because the Nigeria Police Force classifies public relations as a general duty function and it is subsumed under administration department. As such, less public relations impact is felt in Police activities.
Hence, the need arose to, as a matter of urgency devise a professional way of managing the crisis of battered image of the Nigerian Police Force.
Ferguson, Wallace and Chandler (2012:1), posit that when crisis hits an organization, public relations professionals are called upon as communication experts to play key roles in mitigating damage to and maintaining stakeholders confidence in such an organization.
Put succinctly, Aliede (2004: 227) points out that:” it is a professional obligation for public relations practitioners to periodically undertake a critical assessment of the performance, feelings, views and opinions of the people about their organizations and to juxtapose it with the performance and activities of the organizations”.
Keegan, Moriarty and Duncan(1992), public relations are activities that builds images, promote goodwill and understanding between an organization and its stakeholders.
Public relations is a management function. It involves counseling management at all levels in the organization with regards to policy decisions, courses of action and communication, taking into account the company‟s social and citizenship responsibilities.
Whatever the perspective, the underlining message of every definition still remains building a relationship that must be beneficial to all parties.
It emphasizes strategic planning, policies formulation, effective crisis management which involves overcoming misconceptions and prejudices.
The supreme advantage of using public relations plans and programs for image management and reputation is of course, well-planned effort to make a desirable impact on organization‟s image.
CHAPTER THREE
RESEARCH METHODOLOGY
Study Design
It is a term used to describe a number of decisions which need to be taken regarding the collection of data before they are collected. (Nwana, 1981). It provides guidelines which direct the researcher towards solving the research problem and may vary depending on the nature of the problem being studied. According to Okaja ( 2003, p. 2),” research design means the structuring of investigation aimed at identifying variables and their relationship, it is used for the purpose of obtaining data to enable the investigator test hypothesis or answer research question by providing procedural outline for conducting research”. It is therefore, an outline or scheme that serves as a useful guide to the researcher in his efforts to generate data for his study.
This cross-sectional study used mixed methods (both quantitative and qualitative). It is used to obtain the peoples opinion through questionnaire.
Sources of Data
The data for this study were generated from two main sources; Primary sources and secondary sources. The primary sources include questionnaire, interviews and observation. The secondary sources include journals, bulletins, textbooks and the internet.
Population of the study
A study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitute of individuals or elements that are homogeneous in description (Prince Udoyen: 2019). The study population was of three categories: First, Police officers in Lagos State Command and Second, Nigerian populace from age 18 and above (for survey). The third population included professionals: Public Relations Consultants, Media Personnel and the Lagos command Deputy Police Public Relations Officer(In-depth interview). All the groups are in Lagos State.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
Data presented for analysis in this study were elicited from selected respondents [Nigeria Police, Lagos Command, the Nigerian Populace, Public relations practitioners, crime correspondents, and Lagos Command Deputy police public relations officer].A total of 200 questionnaires, 50 for police officers and 150 for the Nigerian populace were administered and all were retrieved which implies 100% response rate. The views and opinions expressed by respondent were subjected to critical analysis. To achieve this, the retrieved questionnaires were vetted and analyzed with the aid of computer software statistical package for social science(SPSS)(version17) employing the tools of simple count and Percentages. Also, the entire null hypothesis raised were tested and rejected.
To ease the analysis, Data for the police (such as questionnaire items, pie charts and tables) were labeled A while those of the Nigerian Populace were labeled B. Furthermore, the interviews conducted were transcribed and analyzed with issues of interest extracted to support the findings of the study.
DATA INTERPRETATION
RESEARCH QUESTION ONE:
As an introduction, a question sought to establish to what extent corruption has led to the degeneration of the image of the Nigerian Police? This research question was asked to ascertain respondents‟ perception of the Nigerian police. The importance of this question is rooted in the fact that other research questions are tied to it.
CHAPTER FIVE
CONCLUSIONS AND RECOMMENDATION
CONCLUSION
The golden rule of effective policing is human element as reflected in the police code of conduct launched recently. PPRO must see good public relations as an on-going process, which needs persistence, being positive and continuously looking for opportunities to position the force favorably and encourage trust in the long run. To be candid, applying public relations principles to restore police image requires visible policing which involves four key elements namely: adequate funding, preparedness, addressing institutional inadequacies and a changed disposition of officers to unprofessional conducts and the Nigerian populace. This, when instituted through sustainable and strategic public relations practices will definitely endear the police to members of the public thereby reducing or erasing all together the bad image of the force.
RECOMMENDATIONS
Drawn from facts gathered, the study recommends that:
Adequate funding and correction of institutional inadequacies.
To achieve commendable success in the image laundering process of the police, government must be ready to fund forces‟ activities adequately including Public Relations and other operational activities. This way, PR efforts whether by the NPPRD or public relations consultants will be felt in the image restoration effort.
Empowerment of the citizenry to perform oversight functions on the police.
The recent dismissals of corrupt officers from the force were engineered by the video tapes recorded by members of the public and blotted by the social media. Such practice should be encouraged. This way, the populace will perform oversight function and report erring officers in addition to the existing PCRC, PPCB and the human rights section of the police. Empowering the populace to perform oversight functions must not be abused however so that the police will not again be subjected to intimidation.
Training, re-orientation and sustained disciplinary actions for erring officers.
Human beings make up the institution, as such; concerted effort should be made to invest in capacity development of police officers. This should further extend to re-orientation of police officers about professional conducts in the discharge of their duties. In addition, appropriate sanctions such as was melted on allegedly corrupt officials dismissed in August and September 2013 should be maintained and sustained. This way, the bad eggs in the force will be gradually checked or eliminated. Police officers must be trained to individually conduct themselves as good image makers of the institution.
Improved relationship with the public( Community Relations)
Efforts at maintaining police public friendly relationship must be sustained since neither of the two parties can do without each other.
Since research is cumulative, it is suggested that future researchers may attempt to study the significance of public relations in restoring confidence in the weak image of a manufacturing company.
REFERENCES
- Alemika, E.E. (2010). Repositioning the Nigerian Police to meet the Challenges of Policing a Democratic Society in the Twenty-first Century and Beyond.Paper presented at the Biennial Retreat of the police service commission held in AkwaIbom, Uyo.
- Aliede, J.E. (2004) “Public Relations, Nigeria‟s Democratic Culture and Conflict Management” in Nwosu, I.E. (ed) Communication, media and conflict management in Nigeria. Enugu ACCE (Nigeria chapter) and Prime Targets Limited.
- Benoit, W.L. (1995) Account Excuses and Apologies: A theory of image restoration strategies, Suny Press, Albanj.
- Ferguson, O.P. Wallace, J.D. and Chandler, R.C., (2012) “Rehabilitating your Organziation‟s Image: Public Relations Professional Perceptions of the Effectiveness and Ethicality of Image Reprint Strategies in Crisis Situations.” Public Relations society of America journal Vol. 6, No. 1
