Role of Public Relations in Enhancing the Corporate Image of the Nigerian Army
Chapter One
Objective of the study
- To assess the prevailing public perception of the Nigerian Army,
- To assess the adequacy and efficiency of the Nigerian Army’s existing communication strategies.
- To examine Media Representation and Its Impact on Public Opinion
CHAPTER TWO
REVIEWED OF RELATED LITERATURE
Public Relations
According to Nnamani (2016), the concept of PR is framed on the art and science of creating and maintaining mutual understanding and acceptance between human individuals, groups, organizations, companies, etc. PR is not mere words or talking without good deeds but rather deeds backed by well-packaged and timely words beamed at the right audience (Onyiaji, 2016). PR practice involves the need for research prior to initiating actions, careful planning and thorough evaluation or measurement of results (Chile, 2014a). PR is simply an apparatus for effective communication strategies in promoting marketing, relationships and building bridges of various organizational and their publics (Chile, 2014b). PR is one of many communication-related disciplines undergoing radical changes today (Ukonu, 2013). PR is a top management function that helps achieve organizational objectives, define philosophy and facilitate organizational change (Oparaeke, 2012). PR are embedded in sustained programs and policies of mass marketing communications that contains rational messages and directed at the public of an organization with the prime interest and objective of balancing a plethora of dynamics evidence by lasting relationships and community spirit (Madu, 2010). PR practice involves anticipating analyzing and interpreting public opinion, attitudes future trends and issues which might be relevant to any section of the corporate organization (Udeze et al., 2010). PR is a strategic communication process that builds mutually beneficial relationships between organizations and their publics (Elliott, 2012). PR can also be defined as the practice of managing communication between an organization and its publics (Grunig & Hunt, 1984). PR (PR) refer to the variety of activities conducted by a company to promote and protect the image of the company, its products and policies in the eyes of the public (Pranashree, 2019). PR is a strategic approach towards the creation of goodwill and brand image through developing a cordial relationship between the organization and its target audience. Every organization exists in a social, legal, political environment where it has to interact with different agencies and individuals. PR is the process of managing an organization’s communications with stakeholders. This plays a reputation, compliance, marketing, risk and crisis management of a firm. PR may include activities that are built around a favorable company’s image through publicity and public event
Corporate Image
Image is the reputation or perception of a person, group or corporate body, held by others, often as a result of what they (the corporate body) do or have done (Oparaugo & Salihu, 2019). According to Udeze, Okoro, and Agbo (2010) image is the totality of impressions people have about company, an individual, an organization. Corporate image is the immediate mental picture that audiences have of an organization. Corporate images can be fashioned more quickly through well-conceived communication programs. Image, according to the Oxford Learner’s Dictionaries (2021) is the impression that a person, an organization or a product, etc. gives to the public. Image is given so much consideration by managers of organizations because the people’s opinions about an organization usually inform their disposition to such organization, its activities and products (Jolaso & Adefolakan, 2014). That is why Dokunmu (2004) describes image as the picture, reflection or appearance of someone or something and the impression, perception, feeling or opinion these create in people’s mind. The impressive corporate reputation that gives birth to a healthy image, as a matter of necessity, must adopt the following basic principles posited by Byrnes (1999): · Corporate Profile must have a good corporate profile and positioning to project the corporation.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
POPULATION OF THE STUDY
According to Udoyen (2019), 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 constitutes of individuals or elements that are homogeneous in description.
This study was carried to examine Role Of Public Relations In Enhancing Corporate Image Of The Nigerian Army. Nigeria army school, Zaria form the population of the study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain Role Of Public Relations In Enhancing Corporate Image Of The Nigerian Army. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing role Of Public Relations In Enhancing Corporate Image Of The Nigerian Army.
Summary
This study was on Role Of Public Relations In Enhancing Corporate Image Of The Nigerian Army. Three objectives were raised which included: To assess the prevailing public perception of the Nigerian Army, to assess the adequacy and efficiency of the Nigerian Army’s existing communication strategies and to examine Media Representation and Its Impact on Public Opinion. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from selected staff of Nigeria school of Army, Zaria. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
In conclusion, this study has delved into the intricate relationship between public relations (PR) strategies and the corporate image of the Nigerian Army. The findings reveal a complex landscape shaped by various factors, ranging from media representation to community engagement.
Recommendation
Building on the insights gained from this study on the role of public relations in enhancing the corporate image of the Nigerian Army, the following recommendations are proposed:
Enhance Transparency in Communication: The Nigerian Army should prioritize transparency in its communication strategies. Providing accurate and timely information about its activities, achievements, and challenges will contribute to building public trust and dispelling potential misconceptions.
Adopt a Proactive Crisis Communication Approach: Given the importance of crisis communication, the Nigerian Army should develop and implement a proactive approach to crisis management. This involves anticipating potential crises, preparing response strategies, and communicating openly during times of uncertainty to maintain public confidence.
References
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- Bright Network. (2021). A guide to the different types of PR. Bright Network; Bright Network. https://www.brightnetwork.co.uk/career-pathguides/marketing-pr/different-types-pr/
- Byrnes. (1999). Corporate reputation management and the environment: In critical issues in PR image-makers. Ogun NIPR Journal, 1.
- Chile, D. N. (2014a). Aspects of public relations practice. Vast Publishers. Chile, D. N. (2014b). Essentials of public relations and advertising research. Eagle Prints.
- Dokunmu, O. (2004). The Image Question. Ogun NIPR Journal. Ehikwe, A. E. (2005). Advertising and Other Promotional Strategies. Precision Publishers Ltd.
- Elliott, S. (2012, March 2). Public Relations Defined, After an Energetic Public Discussion. The New York Times.
- Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. Harcourt Brace Jovanovich.
