AN ASSESSMENT OF PUBLIC RELATIONS STRATEGY AS A TOOL TO PROMOTE GOVERNMENT POLICY
ABSTRACT
The research provides a theoretical and conceptual assessment of public relations strategy as a tool to promote
government policies to the citizenry; it appraises as a case study the practice of the Anambra State Government.
The research elucidate the concept of public relations, its functions, significance and strategies as it can be
applied to implement and accelerate government policies to the benefit of the citizenry.
INTRODUCTION
The government as an institution is an organization and can only succeed when it maintains mutual lines of
communication between itself and its citizenry. Public relations in government in brief, is the concerted efforts of
the government officials to establish appropriate and effective communication system that enables
them to produce, project and sustain government’s goals, aspirations, programmes, activities and policies to
reach the ultimate beneficiaries of the programmes, in most cases, the community. Public relations is employed in
various ways to help the government to establish mutual lines of communication for faithful
exchange of ideas and perspectives between it and the governed and also, to create image for the government,
both locally and internationally . p.1). Nwosu (1996,p.204) says that:
Whether military or civilian, government must have the support and acceptance of the citizenry to be effective and
to even survive for a reasonable period. In theory and in practice, every government derives its legitimacy or
rights to govern from the people or citizens. In a true democracy, government is voted in by the people to hold
power, influence and control on behalf of the collectivity, of the masses or citizenry.
CHAPTER ONE
1.1 BACKGROUND OF THE STUDY
Johnson and Zawawi (2004,p.404) observes that public relations sector in modern democratic governance
implements its policies by using various mass media. Government management takes two forms; dissemination of
political information and dissemination of public information. Nwosu (1996,p.204) however opines that very often,
many people in government, especially those in developing countries, seem to forget the relevance of public
relations in the government circle and as a result, they operate as if they can do without the support and the
acceptance of the citizenry. They run state affairs as rulers or feudal lords, instead of leaders or servants of the
people, for whom they hold political power and trust. But the theory and practice of modern governance teaches
that government, like any other social institution, must be accountable to the people and operate in the people’s interest.
Black (1976,p.140) says that public relations is an essential part of management and this is true in central
government as in industry. The function of public relations in government is essentially non-political. It is the
province of the political parties to organize such public relations activity, as they may consider necessary to
publicize or promote their party’s policy. Public relations in a government department has two main tasks; to give
regular information on policy, plans and achievements of the departments and to inform and educate the public on
legislation, regulations and all matters that affect the daily life of citizens. It must also advise ministers and senior
officials of reaction and potential reaction to actual or proposed policies. In their work on public relations and the
information role of the government to the people, Wilcox, Ault and Agee (1998,p.333) declare that: There has
always been a need for Government communication if for no other reason, than to inform citizens of the services
available and the manner in which they may be used. In a democracy, public information is crucial if citizens are to
make intelligent judgment about the policies and activities of their elected representative. The research intends to
provide an assessment of public relations strategy as a tool to promote government policies to the citizenry with a
case appraisal of the practice of Anambra State Government.
1.2 STATEMENT OF THE PROBLEM
The efficient running and management of government affairs and activities lies with promoting and
implementing programmes and policies that impact on the citizenry. In this regard the citizenry fully understand
and appreciate the activities of government thereby enhancing harmony and mutual benefit between government
and the people. However this goal often is far from being attained as the government implement its policies
without the impact and understanding of the citizenry.
Therefore the problem confronting this research is to provide an assessment of public relation strategy as a tool to
promote government policies to the citizenry with a case appraisal of the practice of Anambra State Government
1.3 RESEARCH QUESTION
1 What is public relation, functions and significance
1 What is the nature of public relation strategy as a tool to promote government policies to the people
2 What is the nature of public relation practice of Anambra State Government
1.4 OBJECTIVE OF THE STUDY
1 To appraise the nature of public relation, functions and significance
2 To determine the nature of public relation strategy as a tool to promote government policies to the citizenry
3 To determine the public relation practice of anambra state government.
1.5 SIGNIFICANCE OF THE STUDY
The significance of the study is to project the importance of creating synergy, understanding and mutual
benefit and impact between the government and the citizenry
1.6 STATEMENT OF THE HYPOTHESIS
1 H0 The level of public relation practice in Anambra State is low
H1 The level of public relation practice in Anambra State is high
2 H0 The challenges of public relation practice in Anambra State is high
H1 The challenges of public relation practice in Anambra State is low
3 H0 The impact of public relation strategy as a tool in promoting government policies in Anambra State is low
H1 The impact of public relation strategy as a tool in promoting government policies in Anambra State is high.
1.7 SCOPE OF THE STUDY
The research focuses on the assessment of public relations strategy as a tool to promote government policies to
the citizenry with a case appraisal of public relations practice in Anambra State.
1.8 DEFINITION OF TERMS
PUBLIC RELATION PRACTICE
A PR Practitioner is a liaison between his institution and the public. He is responsible for setting public
relations policy to represent the corporation or agency to the public and for conducting research to provide
adequate feedback from the public to the institution. Usually, a PR practitioner works closely with top level
management and is instrumental in influencing management’s policy changes. The PR person can be described
as a strategist who plans and executes large scale public relations efforts. It is the duty of the public relations
practitioners of an organization to communicate the policies of its organization to the internal and external publics,
so as to make them know such policies.
PUBLIC RELATION PRACTICE IN GOVERNMENT
Public relations in government in brief, is the concerted efforts of the government officials to establish appropriate
and effective communication system that enables them to produce, project and sustain government’s goals,
aspirations, programmes, activities and policies to reach the ultimate beneficiaries of the programmes, in most
cases, the community. Public relations is employed in various ways to help the government to establish mutual
lines of communication for faithful exchange of ideas and perspectives between it and the governed and also, to
create image for the government, both locally and internationally . p.1). Nwosu (1996,p.204) says that: Whether
military or civilian, government must have the support and acceptance of the citizenry to be effective and to even
survive for a reasonable period. In theory and in practice, every government derives its legitimacy or rights to
govern from the people or citizens. In a true democracy, government is voted in by the people to hold power,
influence and control on behalf of the collectivity, of the masses or citizenry.
AN ASSESSMENT OF PUBLIC RELATIONS STRATEGY AS A TOOL TO PROMOTE GOVERNMENT POLICY