THE ROLE OF PUBLIC RELATION IN EFFECTIVE ADMINISTRATION IN NIGERIA
INTRODUCTION/BACKGROUND OF THE STUDY
Public relation is the management function that establishes and maintains mutually beneficial relationship between an organization and the public on whom its success or failure depends (Center and Jackson, 2005). Public relation is primarily about image and every organization has a role in communicating to the public with which they relate. The positive and negative things seen and heard at every level of the organization affects people perception of the organization as perception is reality for most people. The familiarity and reputation of its name are two of the greatest asset of any product or organization. An organization’s image is based on the character, integrity and total performance of the organization. It consists of every contact the organization has and its various public. It is composite of the organizations history on dealing with people, internal attitude towards members, external attitude towards community responsibility and involvement and news releases and other dealings with media, internal and external publications and institutional advertising. To this end, it can be stated that public relations has a strong relationship with administration. When there is no effective public relations in an organization, it implies that there is no effective administration. Lattimore, Otis, Heiman and Elizabeth (2012).
The Akwa Ibom broadcasting corporation (AKBC) was established by Edict No. 4 of April, 1998. The corporation provides both radio and television services. Its temporary headquarters is located at No. 3 Udo Udoma avenue, Uyo while the transmitting station is at Ntak Inyang.
The radio service christened voice of promise, radio Akwa Ibom FM stereo was officially commissioned on July 27, 1991 by the military Governor of the state, Idongesit Nkanga. It transmits in frequency modulation of 90.528 Mhz.
The television service was commissioned on April 23, 1991 by then military president, commander in chief of the armed forces of the federal republic of Nigeria, General Ibrahim Badamasi Babangida. It transmits on channel 45 Ultra High Frequency (UHF). The corporation is supervised by the state ministry of information and social re-orientation. The primary mission of the corporation is to provide information, entertainment and educational services to the public. It strives at all times to render independent and impartial television and radio broadcasting services that gives adequate expression to the culture characteristics and thinking of the government and people of Akwa Ibom state.
1.1 Statement of Problem
Organizations are faced with the challenge of ineffective public relations practice. The consequence of this is that the relationship between members of the organization and the public is not smooth. Problems or disputes arise as poor public relations practice result in ineffective administration. Without an effective administration the growth and progress of the organization will be affected. The public relation officials in many organizations are not effective in carrying out their duties as they lack proper training in public relations practice and this in turn affects the image of the organization. It is in view of these problems that this study is set to examine the role of public relation in effective administration.
1.2 Objectives of the Study
The following are the objectives of the study:
- To examine the role of public relations in effective administration in Akwa Ibom Broadcasting Corporation.
- To ascertain the need to adopt public relation practice for effective administration in Akwa Ibom Broadcasting Corporation.
- To find out the public relation strategies that will foster effective administration in Akwa Ibom Broadcasting Corporation.
- To examine the benefits of public relations
1.3 Research Questions
The following research questions were formulated to achieve the objectives of the study:
- What is the role of public relations in effective administration in Akwa Ibom Broadcasting Corporation?
- What is the need to adopt public relation practice for effective administration in Akwa Ibom Broadcasting Corporation?
- What are the public relation strategies that will foster effective administration in Akwa Ibom Broadcasting Corporation?
- What are the benefits of public relations?
1.4 Significance of the Study
The significance of this study is that it will bring to light the role of public administration in Akwa Ibom Broadcasting corporation, it will help identify the factors that militate against public relation practice for effective administration in Akwa Ibom Broadcasting Corporation and also present the public relations strategies that will aid in fostering effective administration. The study will also serve as a useful reference material to other researchers seeking for information on the subject.
1.5 Scope and Limitations of the Study
This study covers the role of public relations ineffective administration in Nigeria using using Akwa Ibom broadcasting corporation as a case study.
In the course of carrying out the research, some challenges were encountered by the researcher that stood as limitation to the study and they include; limited time given for the completion of the study and financial challenges due to the rising cost of textbooks, internet browsing, etc. the researcher could not visit many libraries to gather information due to high cost of transportation.
1.6 Definition of Terms
Public Relation: Promotion of favorable image: the practice or profession of establishing, maintaining, or improving a favorable relationship between an institution or person and the public
Administration: Management of business: the management of the affairs of a business, organization, or institution