The Limitations of Public Relations Practice in Developing Countries
Chapter One
OBJECTIVES OF THE STUDY
The study shall attempt to achieve the following objectives, among others:
- To examine the factors hindering the effective practice of the public relations profession in developing countries.
- To satisfy part of the academic requirements for the award of a Master‟s Degree in Public
- To provide an academic challenge to scholars in the area of public relations practice in developing
- To offer recommendations on what actions to be taken in addressing the identified limitations
CHAPTER TWO
EVOLUTION AND HISTORICAL DEVELOPMENT OF PUBLIC–
RELATIONS IN NIGERIA.
Most professions trace their origin to America and Europe; and Public Relations is no exception. This profession is recognized as a major business function in this part of the world. To be precise, vigorous public relations practice in the United States of America and Britain dates back to the 19th Century. Perhaps this early start accounts for the sophistication the practice of the profession has reached in these countries. The seriousness with which they take Public Relations might be partly accountable for the developed state of their economies.
In the United States, the first publicity firm, the Publicity Bureau was founded by George Michael in 1900. However, Ivy Ledbetter Lee has the credit of pioneering PR in the U.S. This is probably because of his famous “Declaration of Principles”, the theme of which was that the public can no longer be ignored nor fooled in information management and dissemination. In Britain, Sir Stephen Tallent got the credit for organizing PR in 1926(Kingsley, 1993). The development of Public Relations in Nigeria is not divorced from the country‟s colonial past. Britain was our colonial master for a very long period of time. About mid-way into its forced administration of the country, strident voices rose from within the country against the consequences of colonial subjugation.
Nationalistic activities were boosted by the increased awareness of the citizenry engineered by the educated elites among whom were trade unionists.
Against a background of conscription into the colonial army for purpose of prosecuting the first and second world wars, deplorable standard of living occasioned by the decline in the prices of agricultural products, scarcity of essential goods, and the consequent high cost of living, social disenchantment and unpopularity of the government became a logical development.
In an attempt to check the growing disaffection against the government, the establishment of an information office was effected in 1940 with the main objective of disseminating war information. The office was also charged with the responsibility of sorting out matters connected with the newly established information office.
In 1944, the name of the office was changed to Public Relations office. This name was accepted by the people who in those days had some misgivings about the Information office because during the war years, the war Information office was unfortunately seen as a police informant or detective.
In 1947, after the adoption of the Richard constitution, the Public Relations office was changed to Public Relations Department. It was the only office of its kind in Nigeria in the then unitary government.
In 1957, a regional office was opened in Ibadan and in 1958, another regional office was opened in Enugu, with the expansion of the Public Relations Department of the government into the hinterlands, the Public Relations Department soon became a factor to be reckoned with in the development of good press relations.
PUBLIC RELATIONS IN PUBLIC AND PRIVATE SECTORS
The biggest challenge that faced the colonial government then was utter lack of acceptance and confidence by the populace. Because this general acceptance was not forthcoming, the colonial government sort to make a break through by engaging many Nigerians as Public Relations officers. Some of the earliest Nigerians who were recruited into the government‟s owned Public Relations department included Mr. Ayodele Lijadu, correspondent during world war II and Miss Milicent Douglas, of the then West African Pilot.
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY:
This chapter focuses on the procedure adopted in effectively carrying out the research work with particular emphasis on the determination of the study size from the estimated population of the study, the sources and instruments of data collection as well as the design and distribution of questionnaires.
RESEARCH METHODOLOGY
For the purpose of better understanding of the research topic and in view of the importance attached to the study, descriptive research is used. This is to enable us carry thorough investigation and adequate exploration, in addition, it helps us to unravel the essential elements and assess the validity of pursuing certain areas of inquiry.
In this descriptive research, exploratory proved the best tool especially considered against the backdrop of surveying the public opinion on the limitations of Public Relations in developing countries.
The primary data for the study came mainly through questionnaires and personal interviews were conducted where appropriate, while the secondary data were obtained from unpublished materials, Journals and relevant articles on Public Relations and developing countries
STRUCTURE OF THE INSTRUMENT
In designing the questionnaire, care was taken to ensure that the respondents feel free with answers they give. This was made possible by the fact that disclosing their identity was optional. Multiple choice, dichotomous and open ended questions were used and in the open-ended questions, they had the opportunities to make necessary comments as to the reasons for their action and in some cases, they were required to make suggestions where necessary.
CHAPTER FOUR
TABULATIONS, ANALYSIS AND INTERPRETATIONS OF DATA.
This chapter deals with the tabulation, analysis and interpretations of the data obtained through the questionnaires administered on respondents and interviews conducted. A total of 350 questionnaires were distributed out of which 287 were returned, representing about 82%. The number of questionnaire found to be valid and reliable for analysis stood at 268, representing about 93.38% of the total questionnaires returned.
CHAPTER FIVE
FINDINGS, RECOMMENDATIONS AND CONCLUSION
The aim of this chapter is to bring the results of this study into sharper focus. Data obtained from the study were subjected to thorough statistical test. In analysing the data, both descriptive and a simple arithmetic percentage method of data analysis were used.
SUMMARY OF RESEARCH FINDINGS
Consequent upon the analysis, the summaries of the finding of this study are as follows:
Developing countries are not effectively making use of public relations practice in national developmental programmes. This is not unexpected as the rate of awareness is grossly low.
Secondly, it is also discovered that the use of public relations strategies for bridging communication gap in developing countries is ineffective there by leading to apathy, hostility, ignorance and prejudice
Thirdly, it is also established that public relations practice is facing problems in developing countries and moreover the bodies responsible for promoting public relations profession, do not seem to be aggressive enough and professionally consistent.
Finally, the study also revealed what should be done to enhance the effective practice of public relations profession
RECOMMENDATIONS:
Based on the findings of this study, the following measures are hereby recommended for improved practice of public relations in developing countries.
- From the finding the researcher observed that there are some factors hampering the effective use of public relations practice for national development. It is therefore strongly recommended that developing countries should be geared towards a more effective utilization of public relations
- Public Relations professional bodies in Africa should try to employ or consult with professionals, so as to raise the level of awareness and create huge supports. The professional input must be substantiated with enough funds to execute the public relations programmes for meaningful (vital) development. All these will promote up- to-date skills, professionalism andexcellence
- Since it has been established that public relations practice is facing problems in developing countries, deliberate and sustained efforts should be made to check such problems
- The government, should give adequate recognition and support to the public relations profession in view of the benefit accruable from its effective
- Since it has been established that information creates knowledge and knowledge helps toshape opinion, then adequate communication infrastuctural facilities should be put in place for organised clear cut two way communication flow of consistent nature, this will go a long way in fostering better relationships among different parties
CONCLUSION
From all analyses made it is palpable that developing countries are undermining the power of Public Relations as a potent instrument for development.
According to Ikechukwu Nwosu (1996) Government must have the support and acceptance of the citizenry in order to be effective or even to survive for a reasonable period. But very often many people in government especially those in developing countries seem to forget all these and operate as if they can do without the support and acceptance of the citizenry.
He believes that effective or improved government /citizens relations can be enhanced via practical Pubh‟c Relations strategies and techniques and that this in turn will promote rural and national development.
A country that employs Public Relations techniques/strategies in its developmental effort is more likely to be at an advantage than a country that dose not use such Public Relations inputs.
The findings were subjected to statistical tests which revealed that the rather non-chalant attitude of some developing countries towards the elimination of factors that are capable of rendering Public Relations practice ineffective was based on unawareness of the relevance of Public Relations practice to meaningful development.
It is the contention of the researcher that if the issues raised in the work are properly looked into and the recommendations implemented, they would go a long way in addressing the limitations of Public Relations practice in developing countries by ushering in effectiveness in the practice of the Public Relations profession.
REFERENCE
- DEVTIZE AND LEIDERMAN (1977) Evaluating research Proposals inthe Science. N.Y, Teachers College Press.
- IBANIGE (1981) Guide on Test and Measurement for teacher andStudents. Calabar Paico Press and Book Ltd.
- RUNKEL AND McGRATH (1972) Research on Human Behaviour: ASystem Guide to Method, San Francisco, Holt, Rinechart and Winston, Inc.
- ADISA OLATUNDE “Public Relations and Fund generation for Non-Profit Organizations: The Case of Religious Organizations” An unpublished Research Project Submitted to the Department of Marketing University of Nigeria, 1998
- NWOSU IKECHUKWU (1996): Public Relations Management, Principles, Issues and Applications. Dominican Publishers Aba, Nigeria.
