Assessment of Effective Public Relations Practice on Organizational Efficiency in Akwa Ibom Broadcasting Corporation

Assessment of Effective Public Relations Practice on Organizational Efficiency in Akwa Ibom Broadcasting Corporation

Chapter One

Objectives of the Study

To know whether corporate organizations should continue in Public Relations.
To find out whether Public Relations is expensive or not.
To know how Public Relations helps in maintaining organizational objectives.
To determine whether Public Relations can attract new customers to the organization

CHAPTER TWO

LITERATURE REVIEW

Review of Concepts

The Concept of Public Relations

The most acceptable definition of Public Relations is the definition by the British

Institute of Public Relations (IPR) which States that „Public Relation is the deliberate, planned and sustained effort to establish a mutual understanding between an organisation and its publics‟.

In public relations, we refer to “Publics” rather than to the general public‟ and some dictionary definitions may be misleading.

This is so because PR massages, unlike advertising, are addressed to specific groups of people or special sections of the general public (audience). These publics may be referred to as members of the local community, employees, investors, electors, donors, distributors or various kinds of consumers and users, according to the type of organisation. These groups can be subdivided into even more specialised groups e.g. a company has many grades of staff. When we consider that PR is undertaken by every organisation, commercial or noncommercial and in both public and private sectors, the identification of publics and the use of different techniques to reach them, becomes a very important aspect of campaign planning. Public Relations is used in different ways by various individuals to educate people on the profession. It has also been compared with many management courses. This makes PR an entity of its own

Role of Public Relations

Public Relations is a management function. It is placed under the director general in government establishment or the chief executive in the private sector and the public relations officer is always a member of the board of management and takes part in decision-making. The most important requirement for a public relations practitioner is to be aware of the political, social and economic environment in which he operates. He should equally consider the conflicts of interest which the majority of his publics suffer.

The conflicting interests are those of the family, the community, government and company. But more often than not, the average Nigerian is a victim of divided loyalty and lacks identification with the government or private employer using his services. These responsibilities vary in degree in different organisations as follows:

The public relations man helps the management to evaluate and interpret the opinions, attitude and aspirations of the various publics and the internal and external activities of the organisation.
To inform the populace of government policies and day to day activities.
To manage crisis and issues.
To organise a programme of action where the publics can express views on important new project before final decision is reached.
Keeping management or clients informed about the public opinion, and the events and trends likely to affect their reputation.
To plan and carry out short, medium and long term plans so as to ensure better knowledge and understanding especially through dialogue in order to create a climate of confidence required for the harmonious co-existence of the organisation with various publics with whom it interacts.

From the above, it is clear that the role of Public Relations as a management function is quite a challenging one. Therefore, in order to achieve our mission as image-makers, said one British in one of the conference, “We need to be credible to our client, our management, the authorities, the media, and the general public”.

The public relations practitioner if denied the freedom of information, expression, thought and belief, can have difficulties in the performance of his job. According to Lucien Mafrats, a French author of code and ethics, “Public Relations is the strategy of confidence”. The public relations profession is not an easy one. The practice of Public Relations requires intellect.

It is much more than organization of cocktail parties and the likes. No wonder Diven Schneider, a Public Relations practitioner said that “Public Relations practitioners should be considered as architects „‟.

The imbalance in the flow of information between the organisation and its publics has created considerable misconception about the attitude of the general public.

Regrettably, such misconception influences international and interpersonal relations. The annulment of June 12, 1993 presidential election and the execution of some Ogoni prominent men in Nigeria respectively are examples.

CHAPTER THREE

RESEARCH METHODOLOGY

Introduction

This chapter described the method of research design, population of the study, sampling technique / sample size, instrumentation as well as the validity and reliability of the instruments used.

It also stated the method of data collection and method of analyzing the data collected.

Research Design

Research design is the researcher‟s plan of action concerning the study, compressed into few paragraphs (Acholonu, 2012). It is also the plan or blue print which specifies how data relating to a given problem should be collected and analyzed or the procedural outline for the conduct of a given investigation (Nworgu, 1991).

Simply put, research design is a plan for research work which aims at providing guidelines which the research work is being conducted.

This research employed the use of survey in the collection of data because the peoples opinions were sought through questionnaire.

Population of the Study

Population is generally taken to be the totality of all elements or subject or number which posses common and specific characteristics within a geographical location. It is also the aggregate of all cases that conform to some designated set of specifications (Chein, 1959) quoted in Maduene (2010, p.71).

In this research work, the population is found by all members of the internal public (staff) and external public of Akwa Ibom Broadcasting Corporation In Akwa Ibom.

They are summed together 6,000,000.

Source: Akwa Ibom Broadcasting Corporation Customers Unit Department, 2023.

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

Introduction

The aim of this study was to find out the impact of public relations of Akwa Ibom Broadcasting Corporation In Akwa Ibom.

This chapter is concerned with the presentation and analysis of data collected through the use of the questionnaires.

The questionnaire was distributed face to face by the researcher to the respondent.

Out of four hundred (400) copies distributed, 350 were returned while the numbers of casualties were fifty (50).

All data presented and analysed stem from the 350 copies that were retrieved.

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

Introduction

The purpose of this study was to find out the impact of public relations on Akwa Ibom Broadcasting Corporation In Akwa Ibom. The study adopted the survey method using questionnaire for the collection of data. This chapter is focused on the summary, conclusion and recommendation.

Summary

The study revealed the following:

The public relations practice of AKBC In Akwa Ibom has not been able to create and secure understanding on the part of the publics in order to patronise the organization.
Akwa Ibom Broadcasting Corporation continuous profit posting is as a result of efforts of the public relations outfit of the organization.
The public relations program of AKBC In Akwa Ibom has contributed to the overall improvement of the AKBC (PLC)
The practice of public relations in AKBC In Akwa Ibom attracts new customers to the organization.

Conclusion

Based on the findings of this work, the following conclusions were drawn that public relations helps in contributing immensely to Akwa Ibom Broadcasting Corporation, In Akwa Ibom.

Public relations have not helped to create and secure understanding on the part of the publics in order to patronise the organization.

No doubt, public relations has contributed greatly in enhancing the activities of Akwa Ibom Broadcasting Corporation, In Akwa Ibom.

In a nutshell therefore, with this study, there is a sustained believe that further studies will no doubt spring from it since the exercise in impact of public relations on a corporate organisation is a continuous one.

Recommendations

Based on the result of this study, the following recommendations were made;

The management of AKBC In Akwa Ibom should consult public relations practitioners in policy making or even inform them on important matters. When this is done we can be sure of a condusive working environment.
The organization should consult a public relations practitioner to disseminate information or reach its publics. Infact, one of the functions of a public relations practitioner is to write press releases, report and organise press conference. Therefore, there must be a good relationship between the public relations officer and the media.
Finally, public relations practitioners should be consulted at all times especially on important matters concerning the organization because the good image which the Organization has is as a result of the efforts of the public relations practitioners.

Suggestions for further studies.

Further studies should be well conducted on the role of public relations in creating and securing understanding on the part of the publics in order to patronise a organization.

The public relations practitioners should work hand-in-hand with the management of the organisation in order to achieve this.

References

Acholonu, R. (2012). Mass Communication Research. (Unpublished lecture note) Caritas University, Amorji- Nike, Akwa Ibom.
Adekunle, O. (1994). Understanding Public Relations. Nigeria: Cap David International Coy Ltd
Anyanwu, A. (1994). Data Collection and Analysis. Okigwe: Avan Press.
Benson, E. (1998). The Practice of Human, Industrial and Public Relation. Akwa Ibom: Virgin Creation Publishers.
Benson, E. (1999). Public Relations: A Practical Approach,(1st. Ed). Akwa Ibom:Virgin Creation.
Churchill, G. (1971). Research Methodology for Nigeria. Ibadan: University Press.
David, D., Michael, P., Peter, G., α Graham, M. (1999). Researching Communications. A Practical Guide to Methods in Media and Cultural Analysis. New York: Oxford University Press.
Dayo, D. (2006). Public Relations Practice- An African Perspective, (3^rd ed). Lagos: Gong Communication Limited.
Duyile, D. (1980). Public Relations for Africa. Lagos: Gong Communication Ltd.
Eze, A. (2009). Impact of Advertising on Corporate Organisations. Unpublished Bsc. Project, Caritas University, Akwa Ibom.

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