The Effectiveness Of New Information Technology On Public Relations Practice (A Case Study Of Federal Polytechnic Nekede Owerri)

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The Effectiveness Of New Information Technology On Public Relations Practice (A Case Study Of Federal Polytechnic Nekede Owerri)


Abstract


This research was carried out to assess the effectiveness of New Information Technology (NIT) on the practice of public relations, with particular interest in federal polytechnic Nekede (FPN) Owerri. This NIT facility is heavily involved in the process of online-assisted information sharing.

This research finding identified four problems areas of New Information Technology (NIT) and the practice of public relations. These are lack of awareness on the NIT facilities available, lack of new information technology literacy among the population and practices of public relations, knowledge of the full benefits accruable from such NIT facilities as a concern operations and general administration.


Table Of Contents


Preliminary Page(s)

  • Title page
  • Approval page
  • Dedication
  • Acknowledgement
  • Abstract
  • Table of contents

Chapter One:

Introduction

  • 1.1 Background of he study
  • 1.2 Statement of problem
  • 1.3 Objectives of the study
  • 1.4 Research questions
  • 1.5 Significance of the study
  • 1.6 Scope of study
  • 1.7 Limitations of the study
  • 1.8 Definition of terms

Chapter Two:

Literature Review

  • 2.1 Organization, information data
  • 2.2 Electronic data processing (EDP)
  • 2.3 Data base management system (DBMS)
  • 2.4 Internet
  • 2.5 Public relations outfit
  • 2.6 Benefits of new information technology
  • 2.7 Summary of literature review
  • 2.8 Theoretical frame work

Chapter Three:

Research Methodology

  • 3.1 Research design
  • 3.2 Area of study
  • 3.3 Population of study
  • 3.4 Sample and sampling technique
  • 3.5 Sources of data
  • 3.6 Instrument for data collection
  • 3.7 Validity of instrument
  • 3.8 Administration of instrument
  • 3.9 Method of data analysis

Chapter Four:

Presentation And Analysis Of Data

  • 4.1 Presentation of data and analysis
  • 4.2 Summary of findings

Chapter Five:

Summary Of Findings Conclusions And Recommendation.

  • 5.1 Summary of findings
  • 5.2 Conclusion
  • 5.3 Recommendations
  • References
  • Appendix
  • Questionnaires

Chapter One


Introduction

1.1 Background Of The Study

It is no longer news that we are in an information age that is characterized by an ever changing of a new information technology revolution and an information superhighway of which every corporate entity or organization and profession must move. If it is to make any headway in the 21 century. However, many experts, professionals in the third world countries like Nigeria do not seem to be ready to embrace this new technological revolution. It is however very unfortunate that among those laggards is found many public relations partners, who are supposed to be the champions of a new information technology revolution.

Furthermore, the world of business and governance in the information age is complicated by such concepts, like democratization, competition, deregulation, privatization, communalization, globalization, computerization etc. that makes it impossible for an organization or country to survive and develop without adopting and applying varied information technology (NIT) strategies and gadget.

It is very pertinent to state here that public relations managers, as information and corporate communication expert must lead the way in this aspect. They have refused to take mantle of this leadership and our country and public relations profession are the worst of it.

A new information technology has been defined as a technology which supports activities involving the creation storage manipulation and communication of information, together with their related methods management and application (Dommick, Joseph (2002). Another definition has been proffered as that which is a seemless integration of telecommunication data processing and personal computing with manual business process which supports key business function and which improves effectively efficiency and quality of working life.

It will however, not be out of place to state here that while adopting this definition as the working definition of a new information technology the public relations executive must have an understanding of NIT as not only a communication system that emerged as a result of various integration of many other technologies but essentially the computer telecommunication satellite technologies. This is why it has in its earlier days been described as or associated with communication information, telemetric, computopia and new communication technology (Nwosu: 2006).

Here, public relations (PR) can be defined as a management function that help the management team in any organization to effectively identify analyze and understand the changes in their internal and external environment as well as using the new information generated to design and implement appropriate management function that ensure regular systematic and effective collection, collation packaging and presentation.

It could be adduced from the foregoing that the locus classics of these public relations definitions are new technological communication some of the new technological means of information ordering storage manipulation and communication include: data processing (DP) data base, databank, data base management system (DBMS) the internet etc. the relevance of these a new information technology to the practice or public relations can be found from “new information technology application wheel (LAW) Nwosu 2000:30.


1.2 Statement Of Research Problem

This study became paramount when the researcher noticed a downward spiral on various new information technology facilities available for the practice of public relations in federal polytechnic Nekede Owerri.
This study is armed at finding a solution to the problems posed by new information technology (NIT) facilities which resulted to poor level of awareness, exposure and satisfaction of the institution audience or publics (internal and external).


1.3 Objective Of The Study

The objectives include:

  1. To find out the various new information technologies available for the public relations practice in federal polytechnic Nekede.
  2. To find out the level of awareness and satisfaction of federal polytechnic public of these facilities.
  3. To find out the application and influence of such NIT facilitated information on the administration of federal polytechnic Nekede Owerri.
  4. To find out the relationship between federal polytechnic performances as an organization and contribution of these NIT facilities to public relations practice.

1.4 Research Questions

  1. What is the various new information technologies available for the practice of public relations in federal polytechnic Nekede.
  2. What is the level of awareness and satisfaction of federal polytechnic public of these facilities
  3. What is the application and influence of such NIT facilitated information on the administration of federal polytechnic Nekede Owerri.
  4. What is the relationship between federal polytechnic performances as an organization and contribution of these NIT facilities to public relations practice.

1.5 Significance Of Study

This study will be of great significance and of immense benefit to students, scholar’s researchers, public relations practioners and the general public. It will offer tremendous insight on the utilization of technology the age long up service approach and it’s advancement on the government and corporate organization in the country.

This research work will make the beneficiary go a long way in the technological advancement of federal polytechnic Nekede and will also make the institutions take her price of place as premier polytechnic in academic excellence.


1.6 Scope Of Study

The area covered in this research work is the effectiveness of new information technology on public relations practices (a case study of federal polytechnic Nekede, Owerri) and it includes external communication and media relations, internal organization employee communication, issue tracking and crisis managements, public relations research and evaluation. Environment /public relations and community relations, information public enlightenment campaign and public relation publications.


1.7 Limitations Of Study

The novelty of he research topic as it concerns new information technology is a litigation in itself, e.g. some respondents regard NIT as industrial training etc. the validity of this research work therefore is subject to the honesty and sincerity of this respondents. Time constraint is another obstacle.

There is not enough time to research thoroughly as one has to combine this work with preparation for final semester examination. Finance is also part of this work limitation as there are no enough fund to move around for data collection.


1.8 Definition Of Terms

New Information Technology:

Can be defined as a technology which supports activities involving the creation storage manipulation and communication of information, together with the related methods management and application. It can also be defined as that which is seemless integration of telecommunication data processing and personal computing with manual business process which supports key business function and which improves effectively, efficiency and quality of working life.

Public Relations:

Can be defined as a management team in any organization that effectively identify analyze and understand the changes in their internal and external environment as well as using the new information generated to design and implement appropriate management responses to these changes. Public relations can also be defined as the management function that ensure regular systematic and effective collection, collation packaging and presentation of data that help to ensure the existence of mutual understanding between an organization and it’s publics.

Federal Polytechnic Nekede:

Federal polytechnic Nekede Owerri Nigeria is a polytechnic located in Nekede Owerri west, Imo state Nigeria. It is a center of academic knowledge where so many students including FUTO, IMSU, undergraduates and graduates come for their practical and to acquire knowledge. The school is strict in terms of malpractices they do their things according to laid down rules and regulations. They also operate like some strong universities in Nigeria. So it is a school of higher learning and a place when the superiors and Elites (Lecturers) inculcate and impact knowledge to the upcoming future leaders of tomorrow the (students). It is a higher school of thoughts and academia.

Effectiveness:

Conceptually has to do with the process of producing intended result while operationally, effectiveness is change in some body or something (result).


Chapter Five


Summary Of Findings, Conclusion And Recommendations

5.1 Summary Of Findings

This research has been carefully analyzed and the majority opinion were determined and expressed in each cluster.
This done so as to get facts required in the research. Here are the paraphrased analysis and discussion of the clusters.

CLUSTER A:

Responses were obtained from the resources. This tends towards the tremendous ways the application of NIT has helped to enhance the general P.R posture of FPN, Owerri.

CLUSTER B:

This data analysis shows that the staff and students of the institute (FPN) were more exposed to the NIT facilities

CLUSTER C:

This data analysis shows positive level the various types of NIT facilities were used for in FPN image management.

CLUSTER D:

Here the data analysis shows the level of exposure of FPM publics to the NIT facilities.

CUSTER E:

The data analysis shows that the NIT facilities are in more advantage position to feel the influence on the administration and operation of FPN Owerri.

CLUSTER F:

Here the data analysis shows that the relationship between the FPN performance and the contribution of these facilities are in more advantage position to the feel the effects of impact on FPN public relations practice.


5.2 Conclusion

Every institution need the constant understanding affinity, goodwill and blessings of the public who live to serve and benefits from them. It is this publics (external and internal) that provide the environment for business. The task of creating an understanding can only be done by specially endowed human activity since public relations refers to relating with the public aimed at establishing and maintain mutually beneficial relationship between it and its various constituencies.

For FPN, as an institution/organization, to accomplish this, they need to perform good deeds by way of providing constant pools and supply of accurate and timely information on their polices, programmes, action, procedure and problems to its public to constantly gain their understanding. All this can be achieved with the provision and application of new and highly sophisticated information technologies on the administration and management of the institution.


5.3 Recommendations

The following recommendations have been made in the light of the findings they are as follows:

  1. There should be increased awareness on NIT facilities to the operation and administration of educational institutions in Nigeria.
  2. The various departments in our higher institutions should be computerized for effective management, especially as it concerns record keeping.
  3. It is very important to create functional public relations our higher institution where management excite and enhance the functionality of others.
  4. There should be increase funding of education by governments to be able to achieve those noble objectives.

The Effectiveness Of New Information Technology On Public Relations Practice (A Case Study Of Federal Polytechnic Nekede Owerri)


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