An Assessment Of The Public Relations Strategies Of Rebranding The Nigeria Police Force
An Assessment Of The Public Relations Strategies Of Rebranding The Nigeria Police Force
Abstract
This research work assesses public relations as a tool for repositioning the image of the Nigerian Police Force using the Lagos State police command as a study. Over the years the Nigerian police have experienced public scorn and apathy due to unprofessional conducts, extra judicial killings, lack of commitment amongst others. It becomes necessary therefore to put in place mechanism that will address the inadequacies in the force particularly as it affects public perception of the institution. 200 copies of questionnaires were distributed to two study population. Data obtained from Lagos command police officers, members of the Nigerian public, two crime reporters, deputy police public relations officer, Lagos command and two public relations consultants were analyzed using several analytical techniques to examine relationship among variables under investigation. Findings from the research work showcased that although, the Nigerian Public Relations Department (NPPRD)’s activities is beginning to penetrate into the minds of the public, its current media relations practice must be addressed. Therefore, concerted efforts must still be made to completely erase police negative image. Such effort will achieve unprecedented success when backed by adequate funding by necessary authorities. Based on findings obtained from the study, the researcher therefore recommend that henceforth, police personnel that will be appointed to Man the NPPRD must be certified public relations persons. Also, the discriminatory media relations practice of the PPRO, Lagos command must be urgently addressed. More importantly, the study recommended that adequate funding must be provided to enhance the operations of the police.
Chapter One
Introduction
1.1 Background of the Study
Public relations are the practice of managing the spread of information between an individual or an organization and the public. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The aim of public relations by an organization often is to persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions (Robert, 2003).
The Nigeria police is arguably the most visible agent of government and citizens often assess the character of a government through its police force. This is because the police are the “guardians” of society (Akanbi, 2004). To a large extent, the growth, actions and behaviours of the police as an institution, not only reflect the political and economic character of society, but also mirror what those in power are willing or able to tolerate or condone or perhaps even demand of the police (Charles, 2005). Thus any adequate analysis of the problems and challenges of the Nigeria Police must start with the appreciation of the history and dynamics of its development, which from its infancy in 1861 was characterised and cultured in impunity, incivility, brutality, a lack of transparency and accountability all of which eventually metamorphosed into large scale corruption. This however is not a presentation on the development or growth of the Nigeria Police no matter how relevant it is to the present regrettable situation.
There is no reason to believe that police officers as individuals are necessarily of a stronger moral fibre by upbringing or training than any other member of society. However, when a police officer is found wanting, or worst still violates the law, the outrage expressed by society is at its highest. This is simply because the deviance of a police officer “betrays” the confidence and trust of society and worst still, taints the entire organization (Akanbi, 2004).
The challenges of Nigeria police are many. Besides poor remuneration, living in a squalor, the presence of a policeman scares a Nigerian rather than gives confidence. About four out of every ten Nigerian will always have a bitter story or a bad experience to share about the police (Becker, 2006). Many slang terms, often considered derogatory or offensive, exist for police officers. These terms are rarely used by the police themselves and instead are used by criminals, prisoners, or by the general public Ask the bus driver, taxi driver, traders, and shopkeepers who are accosted on a daily basis by armed police officers who demand bribes and commit human rights abuses against them as a means of extorting money.
A typical Nigerian would rather not have anything to do with the police. Some call them all kinds of names and would avoid them like a plague. Right or wrong, the police should be worried if the public has no confidence in them. Reports abound of high-level police officials who embezzle staggering sums of public funds meant to cover basic police operations (Hagher, 2002). Extortion, embezzlement, and other corrupt practices by Nigeria’s police undermine the fundamental human rights of Nigerians. The police are alleged to frequently extort money from the public at taxi stands, in marketplaces, or from people going about their daily lives.
The police stations are extortion camps. Even victims of robbery or other types of crime pay “homage” before their cases are handled. Popular for its check-point activities, most extortions occur at police roadblocks, ostensibly put in place to combat crime (Becker, 2006). These checkpoints are a lucrative venture for the police who routinely demand bribes from drivers and passengers alike. On many occasions, the check-points were abolished but several illegal check-points abound. Some officers would say theirs are not check-points but ‘stop and search’. No matter what it is called, the stop and search or the checkpoint is like a two-edged sword. Tail, the officer wins, head the ordinary citizen loses.
1.2 Statement of the Problem
The presence of a policeman scares a Nigerian rather than gives confidence. About four out of every ten Nigerian will always have a bitter story or a bad experience to share about the police. Many slang terms, often considered derogatory or offensive, exist for police officers. These terms are rarely used by the police themselves and instead are used by criminals, prisoners, or by the general public Ask the bus driver, taxi driver, traders, and shopkeepers who are accosted on a daily basis by armed police officers who demand bribes and commit human rights abuses against them as a means of extorting money. The problem necessitating this study is therefore what is the role of public relations in rebranding the Nigeria police force.
1.3 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.
1.4 Research Question
- What image does the Nigeria Police portrays in the minds of Nigerians?
- To what extent do you think the Nigeria police have a negative image?
- To what extent can the pre-strategies be used in rebranding the Nigerian Police force?
- What are the challenges of using public relations strategies in rebranding the Nigeria police force?
- What are the benefit of rebranding the Nigeria Police Force using Public Relation Strategies?
1.5 Significance of the Study
It is the hope of the researcher that this study will go a long way in helping the Federal Government of Nigeria in acknowledging the significance of public relation in rebranding the police force.
The study is also intended to assist future Public Relations practitioners in this field in knowing the level of impact they can make on their publics, particularly, their internal publics so as to achieve its aims.
This project will serve as a references material to study in similar field of study, most especially the student of mass communication.
Finally, it will go a long way to clear the misconception that some parts of the internal publics have about the PR department and bring it to the limelight for ease of access.
1.6 Scope of the Study
The main focus of this study is to assess the effectiveness of public relation strategies in re-branding the Nigeria police force a study of Edo State Police Headquarter, Benin.
Chapter Five
Conclusions and Recommendation
5.1 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.
5.2 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.
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