An Assessment And Effectiveness Of Public Relation Practitioners In Nigeria (A Case Study Of Channels Television Stations Lagos)

Project and Seminar material for Public Administration

Abstract

This study was carried out to examine the effectiveness of public relation practitioners in Nigeria using channels television stations Lagos State as a case study. The study was set toascertain whether channels television station have a functional Public Relations, determine the level of public relations’ activities carried out by channels television station and determine the effectiveness of channels television public relations’ practices.The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprise of staff of channels television stations Lagos State. In determining the sample size, the researcher conveniently selected 57 respondents and 50 were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables. While the hypotheses were tested using Chi-square statistical tool. The result of the findings reveals that channels television station has a functional Public Relations.The result of the findings reveals that The effectiveness of channels television public relations’ practices is very effective. Therefore, it is recommended that training, re-orientation:concerted effort should be made to invest in capacity development of public relation practitioners. This should further extend to re-orientation of public relation practitioners conducts in the discharge of their duties. To mention but a few.

Table of Content

Title Page
Certification
Dedication
Acknowledgement
Table of Content
List of Tables
Abstract

Chapter One:

Introduction

1.1 Background of the Study
1.2 Statement of the Problem
1.3 Objective of the Study
1.4 Research Questions
1.5 Research Hypothesis
1.6 Significance of the Study
1.7 Scope of the Study
1.8 Limitation of the Study
1.9 Definition of Terms
1.10 Organisations of the Study

Chapter Two:

Review of Literature

2.1 Conceptual Framework
2.2 Theoretical Framework
2.3 Empirical Review

Chapter Three:

Research Methodology

3.1 Research Design
3.2 Population of the Study
3.3 Sample Size Determination
3.4 Sample Size Selection Technique and Procedure
3.5 Research Instrument and Administration
3.6 Method of Data Collection
3.7 Method of Data Analysis
3.8 Validity of the Study
3.9 Reliability of the Study
3.10 Ethical Consideration

Chapter Four:

Data Presentation and Analysis

4.1 Data Presentation
4.2 Analysis of Data
4.3 Answering Research Questions
4.4 Test of Hypotheses

Chapter Five:

Summary, Conclusion and Recommendation

5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
APPENDIX
QUESTIONNAIRE

Chapter One

Introduction

1.1 Background of the Study

Public relations is valued and regarded as a management role that maintains and perpetuates a positive image, understanding, and mutually beneficial interactions between an organisation and its constituents. Grunig and Hunt (1984) elaborate on the preceding (Public Relations) as the management of communication between an organisation and its publics. Similarly, researchers believed that public relations is the process of controlling and releasing information to the public from an individual or an institution (such as a business, government agency, or non-profit organisation) in order to influence public perception. Seitel (2007) distinguished between public relations and advertising; and Publicity and Public relations, thus – public relations may include an individual or an organisation gaining exposure to their audiences through topics of public interest and news items that do not require direct payments, as opposed to advertising, which does and is a form of marketing communications; and public relations as one that is internally controlled, whereas publicity is not. Over the years, public relations (PR) have proven to be a tool that individuals and organisations (both private and public) cannot live without.
According to Richard and Umor (2020), public relations is an excellent and cost-effective means of improving the image of an individual, organisation, social groupings, products, or services, among others. Given the foregoing, public relations practise comprises a wide range of activities with varying purposes that aim to assist organisations in developing andsustaining the variety of relationships that ensure their long-term success. – It encourages increased productivity, corporate discipline, and a peaceful industrial ecology, as well as persuades people of an individual’s, institution’s, or organization’s credibility, performance, potentials, and the quality of its offered products or services.

Furthermore, public relations provide benefits such as developing good relationships with both internal and external publics, as well as increasing brand awareness. As a result of the foregoing, organisations, as well as higher institutions, should have a functional public relations unit or department to ensure appropriate management of the organization’s ties with its publics, amongst other things. Scholars agree that this promotes a positive image, a stronger reputation for the organisation, and a favourable climate for the growth of economic activities. Channels television stations Lagos State, as an organisation engaged in the business of news broadcast is not exempt from these prescriptions, and against the backdrop that an organisation that operates without a public relations unit or a corporate communication department is doomed to fail or make obvious mistakes detrimental to the organization’s success. Instructively, the preceding multiplies and magnifies the significance of public relations practise in organisation, particularly channels television stations Lagos State, and its potential to positively ensure the organisation’s image.

1.2 Statement of the Problem

Public relations, according to Cutlip, Center, and Broom (2006), is a management function that identifies, builds, and maintains mutually beneficial relationships between an organisation and the publics on which its success or failure is dependent. Given the foregoing, Public Relations is critical to an organization’s performance and achievement of its organisational goals.

In light of this, academics argue that the importance of public relations cannot be overstated. Similarly, Public Relations is defined as a strategic communication strategy that fosters mutually beneficial relationships between corporations and their target audiences while also establishing and maintaining a positive image for the institution or organization(Saylor Foundation, 2016). This indicates that policies are carefully conceived, developed, and enforced in order to maintain strong relationships with the public and to ensure that the organization’s image is always positive. organization, such as channels television stations Lagos State, are examples of organisations that researchers suggest should try to maintain a positive public image, mutually beneficial connections, and understanding with their internal and external audiences at all times. The available evidence suggests that there is a link between an organisation with good public relations practise and a good image; understanding and mutually beneficial relationship; thus, this research seeks to examine the effectiveness of public relation practitioners in Nigeria using channels television stations Lagos State as a case study.

1.3 Objectives of Study

The primary objective of this study is to examine the effectiveness of public relation practitioners in Nigeria using channels television stations Lagos State as a case study. Specific objectives of this study are to:

Ascertain whether channels television station have a functional Public Relations.
Determine the level of public relations’ activities carried out by channels television station.
Determine the effectiveness of channels television public relations’ practices.

1.4 Research Questions

The following research questions will be answered in this study:

Does channels television station have a functional Public Relations?
What is the level of public relations’ activities carried out by channels television station?
What is the effectiveness of channels television public relations’ practices?

1.5 Research Hypotheses

H0: The public relations’ practices in Nigeria is not effective.
Ha: The public relations’ practices in Nigeria is effective.

1.6 Significance of the Study

The importance of this work is that it will serve as a research material for other researcher who may want to write on a similar topic of this nature, and it also brings up some new idea about the role public relations play in news media.

1.7 Scope of the Study

This study focuses on an assessment and effectiveness of public relation practitioners in Nigeria using channels television stations Lagos State as a case study. Specific objectives of this study is to ascertain whether channels television station have a functional Public Relations, determine the level of public relations’ activities carried out by channels television station and determine the effectiveness of channels television public relations’ practices.

1.8 Limitations of the Study

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents. However, the researcher were able to manage these just to ensure the success of this study.

Moreover, the case study method utilized in the study posed some challenges to the investigator including the possibility of biases and poor judgment of issues. However, the investigator relied on respect for the general principles of procedures, justice, fairness, objectivity in observation and recording, and weighing of evidence to overcome the challenges.

1.9 Definition of Terms

Public Relation:

This is a planned and sustained effort to establish and maintain, goodwill and mutual understanding between an organisation and its publics.

1.10 Organization of the Studies

The study is categorized into five chapters. The first chapter presents the background of the study, statement of the problem, objective of the study, research questions and hypothesis, the significance of the study, scope/limitations of the study, and definition of terms. The chapter two covers the review of literature with emphasis on conceptual framework, theoretical framework, and empirical review. Likewise, the chapter three which is the research methodology, specifically covers the research design, population of the study, sample size determination, sample size, and selection technique and procedure, research instrument and administration, method of data collection, method of data analysis, validity and reliability of the study, and ethical consideration. The second to last chapter being the chapter four presents the data presentation and analysis, while the last chapter(chapter five) contains the summary, conclusion and recommendation.

Chapter Five

Summary, Conclusions and Recommendations:

5.1 Introduction

This chapter summarizes the findings on the effectiveness of public relation practitioners in Nigeria using channels television stations Lagos State as a case study. The chapter consists of summary of the study, conclusions, and recommendations.

5.2 Summary of the Study

In this study, our focus was to examine the effectiveness of public relation practitioners in Nigeria using channels television stations Lagos State as a case study. The study was specifically carried out to ascertain whether channels television station have a functional Public Relations, determine the level of public relations’ activities carried out by channels television station and determine the effectiveness of channels television public relations’ practices.
The study adopted the survey research design and randomly enrolled participants in the study. A total of 50 responses were validated from the enrolled participants where all respondent were staff of channels television stations Lagos State.

5.3 Conclusions

Based on the findings of this study, the researcher concluded that;

Channels television station has a functional Public Relations.
The level of public relations’ activities carried out by channels television station is high.
The effectiveness of channels television public relations’ practices is very effective.

5.4 Recommendations

Based on the findings of the study, the following recommendations are proffered.

Training, re-orientation: concerted effort should be made to invest in capacity development of public relation practitioners. This should further extend to re-orientation of public relation practitioners conducts in the discharge of their duties.
Sustained disciplinary actions for erring officers:appropriate sanctionsshould be maintained and sustained. This way, the bad eggs in the organization will be gradually checked or eliminated.
Adequate funding and correction of institutional inadequacies:To achieve commendable success in the image laundering process of an organization, business owners must be ready to fund the organizations‟ 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.

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