THE ROLE OF PUBLIC RELATIONS IN BUILDING CORPORATE IMAGE

ABSTRACT

This study is aimed, at pointing the role of public relations department and the practitioner in building the corporate image in government parastatals. It is obvious that going by the “Reform Agenda” embraced upon by the present administration lead by Oluseagun Obasanjo, so many groups and organisations are experiencing problems. To be able to survive, corporate organisations are doing a lot of re-organisation. This entails pruning their size so as to reduce their usually heavey expenditures. To some extent, these organization’s corporate images are affected. To survive this, the need for effective public relations practice becomes pertinent. In doing this, relevant literatures were reviewed. It is obvious from the review that public relation remains as important tool available to any organisation that desires to survive. For the purpose of this study, survey method of social science research was employed. The questionnaire approach was also employed to ensure that varying and venous shades of opinion about the subject of the research were obtained. Four hypothetical questions were formulated and tested using chi-square technique at 0.05% probability level for appropriate inferences. The hypotheses received statistical support.

CHAPTER ONE:         INTRODUCTION

• THE HISTORY OF NIGERIAN AIRWAYS
• THE OBJECTIVES OF NIGERIAN AIRWAYS
• STATEMENT OF RESEARCH PROBLEM
• OBJECTIVES OF THE STUDY
• SIGNIFICANE OF THE STUDY
• RESEARCH QUESTIONS
• RESEARCH HYPOTHESIS/NULL HYPOTHESIS
• DEFINITION OF TERMS –CONCEPTUAL
• DEFINITION OF TERMS OPERATIONAL
• ASSUMPTION
• LIMITATIONS OF THE STUDY

CHAPTER TWO: LITERATURE REVIEW

• THE ORIGIN AND CONCEPT OF PUBLIC RELATIONS
• THE PLACE OF PUBLIC RELATIONS IN AN ORGANISATION
• CORPORATE PUBLICS
• CORPORATE IMAGE
• SOCIAL RESPONISBILITY
• THE PUBLIC RELATIONS PRACTITIONER
• SUMMARY OF LITERATURE REVIEW

CHAPTER THREE: RESEARCH METHODOLOGY

• RESEARCH METHOD
• RESEARCH DESIGN
• POPULATION AND SAMPLE
• MEASURING INSTRUMENT
• ANALYSIS

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

 

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

• SUMMARY
• RECOMMENDATIONS
• CONCLUSION

BIBLIOGRAPHY

 

CHAPTER ONE

INTRODUCTION

          In any organization, the need to maintain the image of the organization is of great importance hence this study surveys the role of public relations in building corporate image.  It set out to find out whether Nigerian Airways Enugu, has in any way established rapport and good will in the course of its dealings with the various publics.  It will also identify whether the customers   are satisfied with the services of the  organization.  This study will also x-ray how far the public relations roles has helped or will help to co-ordinate the organization and its various publics.   If the publics perception of the Nigerian Airways image when determined is bad, then the researcher would be in a position to advise and make necessary recommendations that will enhance its image.  More so the study will contribute to the knowledge of generality of Nigerians in their guest for enhancement of corporate image in government parastatals.

Nigerian Airways is a public corporation and business enterprise and as such is required to succeed.  As a public institute devoted to the servicing of the public interest it must have the interest of its publics as  a major consideration in the bid to achieve public co-operation and acceptance.  As a business institution, the Nigerian Airways must use business principles to operate in such a way that it becomes economically independence against crumbling.

Against this background, Nigerian Airways instituted the public relations department to help foster the activities of the organization in order to achieve  its aims and objectives.  This is so because no business oriented organization can make any meaningful achievement without the help and use  of a public relations practitioner.  It is easily identifiable that the basic philosophy underlying public relations practice is of prime importance in all spheres of activities.  The public relations man engages himself in doing  good and trying to get credit for the good he has done.  This involves wining friend keeping  them and influencing them  as well as others.  It also involves looking good by building  and sustaining good  image or good will through good deeds  that will win favourable considerations for Nigerian Airways Enugu among members of the public.

Public relations, by definition according to Frank Jefeckins states that public relations is the process of assessing consumer wants, establishing communication, fostering goodwill  so that  the consumer wants or needs can be profitably satisfied”.

Another definition according to the editors of public relations news states that public relations is a “a philosophy and function of management, which evaluates public attitudes,  identifies the polices of an individual or organization  with public interest and execute a programme of actions to earn public  understanding and acceptance”

From these definitions,  it is obvious that the public relations man blends the public interest with that of the organization for optimal achievement.  It  also identifies the need  for the public relations man to evaluate the public attitude and conception of the organization with the aim of attaining and eliciting favourable actions where necessary.

As a matter of fact,  Nigerian Airways Enugu cannot exist in a vacuum. It cannot grow it is neglects the existence of its  publics.  It must function  as an institution ready to communicate effectively with its publics.  This include expressing her policies and practices through communication for general awareness.

However, this communication function can best  be achieved if public relations  manager is given its appropriate place in the management of  Nigerian Airways, Enugu.  Sincerely speaking, the Nigerian Airways is fast recognizing the enormous function which public relations would perform if allowed  into the strategic decision making level of the organization.  In this contemporary society.  The public scrutiny and accountability is on the increase.  It is imperative therefore that good public relation should enhance goodwill and customers satisfaction in the organization.

The image of the Nigerian Airways Enugu depends on her behaviour and financial performance, her marketing polices and the quality of her products or services, the management style, approach and resultant satisfaction.  The protection and maintenance of the image of Nigerian Airways Enugu is the fundamental responsibility of  public relation. As the conscience of the organization and its publics, it  monitors the diffusion of the programmes of the organization to know when it impinges  on  public opinion  and welfare.

George Flangan stated that “if an individual’s contact and experience with a corporation is  extensive, his proposed image of the corporation is likely to be strong, positive and relatively stable. If on the other hand, the individual’s familiarity with the corporation is slight as in most of the cases, the image  will probably be weak, (negative) and unstable”.  The meaning of the statement is that if the level or degree of customer’s satisfaction in any organization is high the customer tends to maintain more cordial relationship and vice-verse.  It is the image of the organization that attracts popularity among the potential customers.  In this sense, the only image that can last long is the one that its stand is valid, true and authentic.

No organization can satisfy its numerous public without being perceived first by the publics as trusted and dependable. The dependability of  the organization depends on the degree  of the comfort given  to the publics and her  goodwill.   In relation to this, Walter Lipman asserts, “No administrative scheme is workable without good  will and  goodwill about strange practices is impossible without education”.  In  other words, any new development in Nigerian Airways   Enugu that is not communicated to the public in clear  terms and with clear evidences so as to elicit favourable actions to attain mutual understanding will be an effort in  futility.

It is therefore important that Nigerian Airways Enugu should acquaint itself with the publics for cordiality through continuous  and systematic public relations practice.  It is essential that all public relations activities of the Nigerian Airways within the frame work agree and understand the corporate personality.

 

The modern business organization recognizing the changes in the environment, has adjusted.  It has more comprehensive and positive programmes by responding to community expectations and pressures.  This is the springboard of the concept of goodwill and acceptance.

However, the activities of Nigerian Airways and prospects can better be understand when examined from the point of view of its origin.   To this end, below is the mark off point of Nigerian Airways.

 

• THE HISTORY OF NIGERIAN AIRWAYS

The history of the organization would be traced to 1945 when it was incorporated as West African Airways corporation (W.A.A.C) to undertake operation which the Royal Air force left behind at the end of world war.  It was then jointly owned by the former British colonies namely, Nigerian, Ghana, Gambia and Sierra Leone. The West African Airways corporation (WAAC) was then managed by the West African Transport Authority (WAATA).

On attainment of independence in 1957, Ghana pulled out to set up its own airline, the Ghana Airways, leaving Nigerian British overseas Airways corporation (BOAC) and Elder Dempster lines as the owner of what remained WAAC.

The federal government took total control of the business on August 23, 1958 by buying out the shares of its partners, the B.O.A.C and Elder Dempster lines.  In this sense, the airline became 100 percent Nigerian owned and the name was change to Nigerian Airways limited in the same vein after some years, Nigerian Airways Enugu was established

 

1.2     THE OBJECTVE OF NIGERIAN AIRWAYS

          The objective of the airline as a national earner is to operate a scheduled and chartered air transportation services for the carriage passengers, cargo, mails and any other related business in most reliable, efficient and profitable manner.

Apart from its commercial objectives the organization also have social defense security and political responsibilities to the government and people of Nigeria as the nation’s national carrier.

For example, the airline could give back-up services to the military authorities  as a transportation auxiliary  in a period of national emergency  such as wars.

In other words, the airline as a rule is different from other commercial airline since it must perform government function without profit when directed to do so by the authorities.  For the above reasons Nigerian Airways is duty-bound to separate in the country whether it is commercially viable or not.

In a situation where communication is poor, Nigerian Airways is used by government as an effective institute to bridge the communication gap by transmitting people, goods and mails through the length and breath of the country.  This is a great social and  economic responsibility to the nation.  Based on these reasons, the federal government offers its protection to the airline through diplomatic channel in international  traffic negotiations guarantees the airline to secure local  and foreign loans to  purchases aircraft and equipment.

Due to the numerous aims and objectives of the Nigerian Airways and her zeal towards making them a reality the organization is departmentalized to ease activities and foster developments in a way  of satisfying its  customers and at the same time enhancing good corporate image.

 

1.3     STATEMENT OF RESEARCH PROBLEMS

          There has been a good number of complaints from the Nigerian Airways Enugu public relations operations of the organization.  There is no efficient, effective and systematic public relations in the establishment.  As a result of this, the Nigerian Airways does not communicate to its publics as and when due.

The Nigerian Airways Enugu seems to be undergoing image problems.  The problems of financial constraints deferring regulatory policies by the government.  Negative attitude of employees to work, management problems, flight delays and conciliations, inefficient services and general rising of costs of goods and services seems to point to the fact that public relations has failed in its role of establishing a good corporate image of Nigerian Airways Enugu.

There has been absence of incentives to customers, which now brings about low persuasive sales strategy.

The acceptance of forged tickets, defaced   ticket and checking adult passengers with infants or children tickets affects the customers.

The refund of unused tickets takes a very long time hence the customers involved usually get displeased because of the undue time spent before they are finally refunded.

Another problem is that the management of the parastatal makes it impossible for airline public relations manager to do his job satisfactorily.  The resultant effect here is that most of the time the public relations manager is compelled to take actions and execute programmes that are not of interest to the various publics.

1.4     OBJECTIVE OF THE STUDY

The objective of this study is to identify more efficient and effective identify way of using public relations to enhance   the corporate image and good will in Nigerian Airways, Enugu.

The study also sets out to know how the various Nigerian airways Enugu publics perceive the organization.

The study will analyse the public relations strategies and management  polices of the organization in question.

It is much better to identify and know the various aims and objective of Nigerian Airways to see  how far the organization has  achieved them.

The direct incentives  due to the customers, are they really persuasive sales strategy or not.

To analyse critically the customers remarks and responses that shall be made when questionnaires are collected to see whether Nigerian Airways will succeed as a business enterprise and coporate institutions

1.5     SIGNIFICANCE OF THE STUDY

          In every organization, be it social or business enterprises, there is need for  unity, harmony and peace  to prevail between the organization and  its publics.  Any organization that fails to recognize the  existence of its publics will definitely fail.  More so if any organization  fails to take cognizance  of public relations  department of the  organization, such organization  will not accomplish its  aims  and objectives.

To this end , the Nigerian Airways should always give  the public relations manager his proper place in the organization and should  also help  him function fully by giving him the necessary tools and equipment  needed for his operations.

To ascertain customer perception of the image of Nigerian Airway Enugu, if the perception of the organizational image when determined is bad, then one would be in a better position to  advice and make necessary recommendation in order to  build or enhance the image .

 

To know how far public relations  roles will help to co-ordinate the organization and its various publics

To know some of the communication barriers faced by  public relations department  in the organization.

Finally to contribute to the knowledge of mass  communicators  and indeed to the knowledge of Nigerian in their guest for effect of image building in government parastatals.

 

1.6     RESEARCH QUESTIONS

1. Does the image of Nigerian Airways Enugu satisfy its publics so as to help attract and sustain potential  customers?

2,      Is Nigerian Airways Enugu facing image problem in the execution of  its duties?

3. Does the political interference hamper or hinder the public relations department in Nigerian  Airways from effective performance of its duties?

 

1.7     RESEARCH  HYPOTHESES/ NULL HYPOTHESES

          The researcher  will test the following:

H1     The public relations role go along way in building corporate image of Nigerian Airways.

Ho.    The pubic relations role does not go a long way in building corporate image of Nigerian Airways

H2.    The Nigerian Airways face image problem in  execution of her duties

Ho.    The Nigerian Airways does not face image problem in the execution of her duties.

H3.    The more political interference, the more effective the performance of public relations department.

Ho.    The more political interference, the less effective the performance of public relations department.

 

 

 

1.8     CONCEPTUAL AND OPERATIONAL DEFINITION

          definition of terms conceptual

1. Public – A particular section of the community
2. Public Relations – The procedure of programmes of activities of ensuring a link between an organization and its publics.
3. Building – This is the construction of houses that gives shelter to people.
4. Image – This is a mental picture, idea of concept of somebody or something.  It  could also be seen as a sensual thing perceived as an entity or a coherent which does not necessarily have  something to do with reality of a situation.
5. Airline – this is an air transport business that runs a regular services.
6. Organization – This is a group with special purpose of coming together as one to  operate  a business ventures.  It could be government or private owned.

 

1.9     DEFINITION OF  TERMS OPERATIONAL

1. Pubic The number of people who receive the services of Nigerian Airways Enugu.
2. Public relations : Mutual understanding between Nigerian Airways Enugu and its public, carried out by the public relations  department
3. Building – This is the creation of establishment of good will and acceptance between the Nigerian Airways Enugu and its publics.
4. Image – The mental pictures that the publics of Nigerian Airways have on the effect of efficiency of services varied by the number.
5. Airline – This means the  case  under study, which is the Nigerian Airways, Enugu.
6. Organization – Government owned paratatal known as the Nigerian Airways.

 

 

• ASSUMPTIONS

It is assumed that after  this study, the public relations officer would be in a better position to know the best strategy to promote the corporate image of his organization.   He would be in a position to make nice goodwill for the organization as to increase its profits.

However, the management of the organization would be in a positions to  equip the public relations officer, so that he can discharge his duties efficiently

 

1.11   LIMITATIONS OF THE  STUDY

          This study is limited by the logistics, time  and fund problems. This is because the subject matter of this study is one which should have made the study a national one.  The topic is one which attracts public attention and interest on  a national one.   The  topic is one, which attracts public attention and interest on a national scale.  Unfortunately.  It  would not be handled on the required scale.

As a result of this, the researcher limited  the research work at Nigerian Airways Enugu because of the  limited time available.  This sampling is done in Nigerian Airways Enugu.

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THE ROLE OF PUBLIC RELATIONS IN BUILDING CORPORATE IMAGE

(A CASE STUDY OF SOSOLISO AIRLINE)

ABSTRACT

 

The major thrust of this work is to arise the role of public relations in hitching corporate image. It is obvious that going by the “Reform Agenda” embraced upon by the present administration lead by Oluseagun Obasanjo, so many groups and organisations are experiencing problems. To be able to survive, corporate organisations are doing a lot of re-organisation. This entails pruning their size so as to reduce their usually heavey expenditures. To some extent, these organization’s corporate images are affected. To survive this, the need for effective public relations practice becomes pertinent.

In doing this, relevant literatures were reviewed. It is obvious from the review that public relation remains as important tool available to any organisation that desires to survive.

For the purpose of this study, survey method of social science research was employed. The questionnaire approach was also employed to ensure that varying and venous shades of opinion about the subject of the research were obtained.

Four hypothetical questions were formulated and tested using chi-square technique at 0.05% probability level for appropriate inferences. The hypotheses received statistical support.

CHAPTER ONE

1.0     Introduction                                                                                      1

1.1     Statement of research problems                                                        7

1.2     Objectives of the study                                                            8

1.3     Significance of the study                                                                   9

1.4     Research questions                                                                           11

1.5     Research hypotheses                                                               12

1.6     Assumption                                                                                      13

1.7     Scope/delimitation of the study                                                        14

1.8     Theoretical frame work                                                           14

19      Definition of terms                                                                             15

 

CHAPTER TWO

REVIEW OF RELEVANT LITERATURE

CHAPTER TWO: LITERATURE REVIEW

• THE ORIGIN AND CONCEPT OF PUBLIC RELATIONS
• THE PLACE OF PUBLIC RELATIONS IN AN ORGANISATION
• CORPORATE PUBLICS
• CORPORATE IMAGE
• SOCIAL RESPONISBILITY
• THE PUBLIC RELATIONS PRACTITIONER
• SUMMARY OF LITERATURE REVIEW

CHAPTER THREE

3.1     Research method                                                                     32

3.2     Research design                                                                       33

3.3     Population of study                                                                 34

3.4     Sample population                                                                           34

3.5     Determination of sample size                                                  36

3.6     Measuring instrument                                                             37

3.7     Data collection                                                                        37

3.8     Method of analysis                                                                           38

3.9     Expected result                                                                        39

 

CHAPTER FOUR

DATA ANALYSIS

4.1     Introduction                                                                                      40

4.2     Mortality rate                                                                          41

4.3     Presentation of findings (personality data)                              41

4.4     Presentation and testing of hypotheses                                            42

4.5     Discussion and interpretation of findings                                51

 

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1     Summary                                                                                54

5.2     Conclusion                                                                              55

5.3     Recommendation                                                                     55

5.4     Appendix                                                                                57

5.5     Bibliography                                                                           60

CHAPTER ONE

 

• INTRODUCTION

Abraham Lincoln made a profound statement many years ago. Then the president of the United States of America, Lincoln said. “With public sentiment, nothing can fail without it, nothing can succeed”. Even as he was particular about the place of people’s approval and support in the ruining of government, today that statement remains as relevant as it is instructive. It is no less important in maters of governing a people than it is in running a business organization. Which is saying that, business can thrive only by virtue of public approval and support, and that no intelligent business man to day can disregard the opinions and attitudes of the people with whom his company does business if he hopes to keep on doing business.

It is widely accepted that the aim of any business organization is to achieve growth, increase in turn over, assets and profit. But all of this is dependent on the goodwill of the organization’s various publics. Goodwill ac cording to malogo (1996) is secured not so much as a result of the organization’s mere existence but as the sustained strategic planning, execution and evaluation of the perception of their publics in relation to the organization.

It is important to mote that, this is a times when the tried and tested public relations theory that the “road to the  boardroom is through public relations not only becomes  a reality but also when it gives birth to another theory, the road to economic survival is through effective relation” PR).

In this presentation, the researchable therefore look at the role of public relations in Building corporate image, using soloist Airline as a case study. The research mill examine the effects of crisis and depressed economy on its corporate existence, what it is compelled to do when it finds itself in that situation and how nest to use PR to   achieve stated objectives. In the course of this, the researcher will examine some case studies where effective PR was used to revitalize some corporate organizations hitherto on the brink of collapse in and outside the country.

We all know what happens to corporate organizations when it is faced with crisis or when the economy in which they operate begins to over- heat and, as the nation economic operators, they begin to show signs of depression; the result is that business becomes slow, because patronage dwindles. This means low retimes, shrilling profits and huge overhead, which combine to force corporate organization to re-order their prentices to survive.

To be able to survive such climate, corporate organization need to cut their coat according to their cloth, as the saying goes and not according to their size. This is may in turn mean pruning their size so as to prime their usually heavy expenditures. At the end of the day, such corporate organization will have to seriously consider restructuring, and when you restructure certain fundamental and, often painful changes have to be made which, if not affected cautiously, can easily affect the organization corporate image and subsequently its foretimes. Needless to say when this happens, survival becomes difficult, if not impossible. This is where public relations take over.

For any meaningful and workable restructuring to be put in place in any corporate organisation that relives on public confidence for its survival, the input of public relations cannot be ignored. Any corporate organization that finds itself in this situation and decides to ignore PR certainly does so at, it’s our peril.  For its action can easily send the wrong signals to the business community.

Fundamentally, PR is expected to be adequately involved in such an exercise that makes the survival of the organization its main objective. When PR is involved, a lot of    unnecessary repercussions can be avoided because it will ensure that the social aspects of whatever changes affected to salvage the situation are very well taken care of. In fact, it is the responsibility of PR to ensure that such changes have a human face and prepare the ground for the public to revive them positively. When this is done, it becomes a step towards the success of the survival efforts.

Public relations can further ensure the cushioning of whatever drastic effects the structural changes may have created. In this process the objective and positive result of the survival effort can be explained to the public in a systematic and organized way that can easily be assimilated and understood. Essentially, Dangogo (1998) believes that public relations are effective management of communicative between an organization and its public. To him, the public relations practioner employs effective communication to build, sustain and defend his organization’s reputation among both its internal and external public.

He has the responsibility to recommend new communication strategies towards improving organizational efficiency. Improving efficiency remains the key to successful public relations practice in any environment. By the time considerable credibility has been built for an organization, that organization would have been presented to the public as a responsible corporate citizen, a profitable business concern, an efficient and credible player in the industry, as well as a caring employer. These are some of the major public relations concerns for any company. But unknown to many big corporate players, the public rates individual companies on each of these attributes. Often, they do this rather unconsciously, but the image stick. And should there be any serious crisis to put a question mark on the corporate image of a company with a poor public image, the consequences can be enormous.

On the other hand, when a  company’s public image receives a high rating based on the foregoing attributes, it trans lates into, increased public confidence, patronage, good mill, higher profit, growth, peaceful and stable environment. Charles T. Fonbrun, in his book, Reputation- Realizing value from corporate image, puts it succinctly this; “A reputation is invaluable because it informs us about what products to buy, what companies to work for, what stock to invest in” A reputation is also of considerable strategic value because it calls attention to companps attractive features and widens the options available to its managers, for instance whether to change higher or lower prices for products and services, or to implement innovative programme. But to achieve these, both the public and the public relations fractioned must have the cornet perception of what public relations is and ought to be.

To this end, this study set out to examine the “Role of public Relations in building corporate image” a case study of sosoliso Airline Nigeria.

 

1.1      STATEMENT OF RESEARCH PROBLEMS

The need for the assement of the role of public relation in building corporate image is expedients. There is even more opportunity now that the counties political and economic environment is witnessing drastic changes. The civilian government is attempting to effect rachical changes in the nation’s general attitudes and   value system, work ethics, patriotism, self discipline, self reliance, public account tability and all.

These changes no doubt have aroused a lot of problems for corporate organizations. They have equally created a lot of public relations problems. Problems of complex and diverse nature. The instability in our political and economic environment creates problems of insecurity and uncertainty. With such degree of uncertainty coupled with its attendant problems, public relations managers are handicapped a great deal as it affects public relations planning and corporate management of their organization image.

 

• OBJECTIVES OF THE STUDY

The aim and objective of this study is primarily to do the following.

• To examine the role of public relations in building corporate image for organization in Nigerian with emphasis on sosoliso Airtime.
• To examine the effects of crisis and depressed economy on the corporate existence of Nigerian business organization specifically sosoliso Airtime.
• To determine the extent to which sosoliso Airtime has used public relations to build its corporate image.
• To determine whether the relationship between sosoliso Airtime and its various publics is as a result of its public relations efforts.
• Finally, to determine the nature of the public relations practice, procedure or approach which business organizations in Nigeria will apply to handle their problems.

 

• SIGNIFICANCE OF THE STUDY

A study on the role of public relations in building corporate image is frimely and relevant considering the on-going “Reform Agenda” embarked upon by the federal government. As acknowledged earlier, change is the only constant thing and when it occurs, it brings about unanticipated problems which must be managed properly.

To this end, this study will be of great benefit to the following bodies namely, researchers, corporate image makers government, scholars and students of mass communication and marketing in the following ways.

• To appreciate the fact that to survive the current climate, corporate organization must brace up.
• To appreciate that for any meaningful and workable restrutuining to be put in place in any corporate organization that relives on public confichance for its survival, the role of public relations cannot be ignored.
• To appreciate that any corporate organization that finds itself in this situation and decides to ignore public relations, certainly does so at it’s our penile. For its action can send the wrong signal to its publics.
• To understand that public relations is not about crisis management. It is essentially about crisis avoidance, and public relations parishioners are not corporate image menders but corporate image makers.

 

 

 

• RESEARCH QUESTIONS

1. Do public relations have any role to play in the management of any organization’s corporate image?
2. Has the image of sosoliso Airtime been affected by the current mind of change in Nigerian coupled with last Air disaster in which the company was involved?
3. Can sosoliso Airtime rely on the use of public relations to maintain and ensure manual harmony and understanding between the organization and its various public?
4. To what degree have business organization, in Nigeria succeeded using public relations practice and strategy in managing their affairs?

 

• RESEARCH HYPOTHESES

The following hypothesis shall be tested in this study.

Hi:       Public relation’s has a role to play in the management of an organization’s

Corporate image.

Hoi:     Public relations have no role to play in management of an organization corporate image.

H2i:     The image of sosoliso Airtime is affected especially with the tats air crash in port-Harcourt International Airport in which the company was involved.

Ho:      The image of sosoliso Airtime is not affected in any form even with the last air crash in which the company was involved.

H3i:     Sosolios Airtime can rely on the use of public relations to maintain and ensure manual harmony and understanding with its various public.

Ho:      Sosoliso Airtime cannot rely on the use of public relations to maintain and ensure mutual harmony and understanding with its various public.

H4i:     Business organizations’ in Nigeria have to a very large extent succeeded using public relations practice and strategy in managing its affairs.

Ho:      Business organizations in Nigeria have not to a very large extent succeeded using public relations practice and strategy in managing its affairs.

 

• ASSUMPTION

The basic assumption of this study is that the role of public relations in the management or in building corporate image should not be treated with levity.

In as much as what the organization does affect the people and the activities of the people equally affects the organization, proper management of public relations remains an important factor in maintaining manual understanding and acceptance between the organization and its various public.

 

• SCOPE/ LIMITATIONS OF THE STUDY

Ideally, the study should take the entwine Nigeria populace into consideration especially those who make use of the services offered by sosoliso Airtime. All the same, for want of time and resources, the study is limited to Enugu Zonal office.

The researcher is essentially interested in finding out the role which public relations has played is building the company’s corporate image.

• THEORETICAL FRAMEWORK

For suitable theoretical framework for the study, the researcher applied the “Two-way- symmetrical model” This was propounded in 1984 by Gruing and Hunt in their Book “managing public Relations”.

According to Nervous (1996) this theory stresses— on using public relation touring an organization and its primary, secondary and tertiary groups together, (either in overall public relations programme or specific public relation projects)  through mutually two-way beneficial communication that ensures manual uncherstantion and respect.

The concept envisages the existence of two way communication with in-built feedback between an organization and its publics, with communication coming from both parties, attainment of purely and arrived at achieving change of attitude through persuasion. It is a new and most suitable approach to public relation practice and development as a management function. It is an appropriate model for this study.

No organization operates in isolation and by so doing is affected by what others do. Through the process of two-way communication, organizations can properly manage their relationships with their various publics.

 

• DEFINITION OF TERMS

Terms in this study will be defined conceptually and operationally for better understanding.

CONCEPTUAL DEFINITION OF TERMS PUBLIC RELATION

This is defined as persuasive communication through the mass media or by face to face to win and retain public understanding and support.

BUILDING

This involves developing and establishing confidence or trust in something.

CORPORATE IMAGE

Corporate image refers to the overall reputation of an organization as determined by the various pictures, impression, knowledge, information and perceptions that the publics of that organizations have about it.

OPERATION DEFINTION PUBLIC RELATION

This is defined as the overall efforts put in place by the sosoliso Airtime to ensure manual understanding and acceptance between the company and its barrios

Public.

 

BUILDING

This involves using public relations strangers to ensure public confidence and trust.

CORPORATE IMAGE

This involves the overall metal image, picture, impressions and perceptions which the public has about an organization.

 

 

REFERENCES

 

Adekunle (1995) public Relations for local Governments in Nigeria, Lagos, Talk Back publishers Limited.

 

Dangogo (1995) “public Relations As A survival strategy” in Business Times of March 23.

 

Maloge (1996) “place of public Relations in Management” in Business Times of December 16.

 

Nwosu (1996) public Relations managements, principles, issues, Application; Lagos, Dominican publishers.

 

Nwosu (2004) communication media & conflict management  in Nigeria, Enugu, Prime Target Ltd.

 

Nwosu (2003) POLIMEDIA; media and politics in Nigeria; Enugu, Prime Target Ltd.

 

Umechukwu (2002) “Imperatives of public Relations Communication for nchistrial peace and Harmony” in Journal of public Relations management Vol. 1 No3.

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THE ROLE OF MASS MEDIA IN GIRL-CHILD EDUCATION AND SOCIALIZATION AMONG THE SECONDARY SCHOOL STUDENTS (A CASE STUDY OF ENUGU SOUTH L.G.A)

ABSTRACT

This research study is based on the Role of Mass Media in Girl-child education and socialization among the secondary school students , with the Enugu South as the case study. The researcher adopted the survey research method in carrying out this study. Questionnaire was structured and administered to the sample of the study, which was drawn from the population using the Taro Yamane formular. A total of three hundred and ninety (390) questionnaire was administered and used for the analysis. In all, four hypotheses were tested using the chi-square formula, for statistical support. From the analysis, it is discovered that the mass media play a vital rule in Girl-child education and socialization among secondary school students, and that though contain factors interfered with their activities ranging from media ownership and other professional violation issues, the media still lay a great role in socialization of a girl-child education. Mass media adopt various means which include TV programmes, Radio and Internet in socializing Girl-child education. Part of the recommendations of this study is that the government should properly equip the media with state of the art facilities to enable them carryout their watch-dog properly. On the part of media practitioners, they should adhere strictly to laid down professional and ethical standards as to avoid adulteration and prejudice reports. For further recommendation of further study, there is need to give this research work to another student who is in another state, in order to find out the strength and weakness of the mass media.

CHAPTER ONE

INTRODUCTION                                                               1

• Background of the Study 1
• Statement of the Research Problem 4
• Objectives of the Study 4
• Significance of the Study 6
• Research Questions 8
• Research Hypothesis 9
• Theoretical Framework 10
• Scope of the Study 12
• Limitation of the Study 13
• Definition of Terms 13

 

CHAPTER TWO

LITERATURE REVIEW                                                     16

2.1   Sources of Literature                                                        16

2.2   Review of Relevant Literature                                   16

2.3   Summary of Literature                                             27

 

CHAPTER THREE

RESEARCH METHODOLOGY                                          29

3.1   Research Design                                                      29

3.2   Area of Study                                                           29

3.3   Research Population                                                        30

3.4   Research Sample                                                     30

3.5   Sampling Technique                                                        31

3.6   Instrument of Data Collection                                  32

3.7   Method of Data Collection                                               32

3.8   Method of Data Analysis                                          33

3.9   Expected Results                                                     34

CHAPTER FOUR

PRESENTATION ANALYSIS AND INTERPRETATION

OF FINDINGS                                                                   36

4.1   Data Presentation and Analysis

4.2   Analysis of Research Questions/Hypothesis            43

4.3   Discussion of Results                                              48

 

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS   51

5.1   Summary                                                                         51

5.2   Conclusion                                                              52

5.3   Recommendations                                                   53

5.4   Further Recommendation for Further Studies         66

 

Bibliography                                                            54

Appendix                                                                 57

 

 

 

 

 

LIST OF TABLES

 

Table 1:    Sex distribution of respondents                               36

Table 2:    Age distribution of respondent                         37

Table 3:    Name of schools                                               38

Table 4:    Classes of respondents                                    38

Table 5:    Do you watch television                                   39

Table 6:    Do you read newspaper                                   40

Table 7:    When do you listen to radio                             40

Table 8:    Television form the major medium of

information dissemination for girl-child          41

Table 9:    Girl-child refer to the medium as

sources of acquiring social norms                    42

Table 10:  Girl-child use the media for reinforcement

of social norms                                                        43

 

 

 

 

 

 

CHAPTER ONE

 

INTRODUCTION

1.1   BACKGROUND OF THE STUDY

Media developments have dramatically influenced the behavior of Girl-child through the years. The first important media is the newspaper and up till today it is still the domain of most all, both locally and internationally. The radio is also another exciting medium that has proved very versatile for Girl-child. It is unique because of the supportive role it lays in re-enforcing the real tradition that is especially in Girl-child. It is also the most widespread in terms of coverage. However, the television is also another medium that has witnessed tremendous growth in recent time. Its audio-visual qualities has endeared it to the hearts of advertises. It is quite common today to watch TV programmes that are sponsored and indentified with specific advertisers.

Another medium that is growing is the magazine. The magazine explosion is perhaps due to the possibility of producing one without necessary incurring high over heads in terms of socialization.

Other media include billboards and the transit medium. The media pay commissions ranging between 10 – 15% to recognized agencies. The broadcast and the print media collectively called the mass media had offered a new kind of shared experience in which million can laugh.

Mass media operations are possible only where the produces symbols are meaningful. In a world of standardized goods, it is to be expected that entertainment should be dispensed through impersonal commercial and lay that prevail in more simple communities. With no other form of communication has sharing of experience been possible on universal scale and to be so intense of degree as with the mass media concern about the possible effect or influence of mass communication upon the opinion ad attitude of men have been prevalent for several decades and has existed in less intensive way.

The statement that the mass media is an important tool in helping us to understand what is going on around the world as well as closer to school. The mass media have particular important in human history.

They are the greatest multipliers of information just as the machines of the industrial revolution were able to multiply human power with other kind of energy. The significance of the development of printing in the 15^th century was that it did not only sent the balance form long centuries of spoken first hand communication towards the sharing of information on a grad scale but more importantly, it extended learning beyond privileged.

In contemporary times man’s life and existence have come to depend largely on the media to tell him what is happening in his society and in the large world, to educate and entertain him.

Therefore there is an inexorable march to words a world entirely predicental on mass media communication. The mass media have become the most powerful communication force created by man. The introduction of satellite has further change the world to global village.

 

1.2   STATEMENT OF THE RESEARCH PROBLEM

The media as the watch-dog of the society is vested with the responsibilities of ensuring that the government is accountable and responsive as well as responsible. In doing this, the media track  the activities of this function, however, is barraged with a number of obstacles and hindrances.

Consequently, the problem of the study is to find out the extent at which the media has been able to socialized Girl-child education among secondary school students and also to analyzed and evaluate the role of mass media in girl-child education, to discover whether the mass media can contributed positively or negatively to the socialization of Girl-child education among secondary school student.

 

1.3   OBJECTIVE OF THE STUDY

This study has been motivated because of the important rule played by the mass media in the socialization process of a girl-child education. The mass media contribute to the socialization process of the girl-child education by the information they make available to them. The value they express and illustrate to them. The experience the child draw from the media, the thrills and horns they offer them.

The mass media also reinforce the effort of the other agent of socialization such as the pear group, the family, the church and the school. Since the mass media are message multipliers which increase the number and speed of massage sent and the size of the audience in very little time. It’s a reasoned that give the tremendous power of mass media they should transcend all the other agents in the socialization process, especially in situation where the mass media have been adopted as an integral part of the learning process. Third reason behind this study is that during girl-child education which is a period of information seeking when the child central concern inevitable occurs influence the future behavior of the individual throughout life.

Fourthly, the socialization or the acquisition of the culture of one’s society is vital not only for the normal behavior of the individual, but also because of it impact on how one relates to other members of the society. And the culture of every society must be preserved and perpetual, and the contents must be continuously transmitted or communicate from one generation to another.

 

1.4   SIGNIFICANCE OF THE STUDY

The mass media especially the visual medium television and film are widely believed to be uniquely effective simple for their visual advantages over the others. They have been found to command more complete attention from their audience and are times completely pre-occupying especially for girl-child education. But it is the view of this research that girl-child have been exposed to only a narrow use of the mass media especially the electronic medium in this country. Millions of them have limited access to the mass media. All we find in most programmes designed for girl-child education in some in mass media are songs, dances, story telling and plays. The trend now is to screen secondary school girl in traditional dancing to one traditional music or the other. In short they are brought as entertainers to television viewers. The researcher feel that if new strategies are not adopted where girl-child would be exposed to a more expanded use of media.

They might grow into tradition to directing, dance to oriented and talk less adults.

If we intend to make these efforts of a fruitful permanent one then the massive re-ordering currently talking lace in a country must give particular attention to new strategies aimed at inculcating in Nigeria girls, those sparkling quantities of ethnic tolerance and co-existence discipline and patriotism.

This is because most of the country’s problems stem from ethnicity the problem of settling monopoly fear ethnic rivaling and suspicion. These problem have been accentuated by the serotype and dogmas which over the yeas have been usually described particularly life style of some ethnic group in Nigeria.

Any strategy must therefore involve the complete re-orientation if not re-socialization of acquired attitude and serotype for which the generally of Nigeria accept the kinder queen are replete with. This study therefore is timely the find and result which mist give some due to new strategies aimed at improving the communication behavior of girl-child as a way of using the mass media in mobilizing the girl-child in general to build a nation where tribes and tongues may differ in brotherhood. The researcher said this because the girl-child make up more than 40 million of Nigeria publication.

 

1.5   RESEARCH QUESTIONS

The following research questions will guide the issue to be treated in this study.

1. Does media usage among the girl-child vary with family socio-economic background or study?
2. Does girl-child prefer information disseminated trough television than other medium?
3. Does girl-child use media for reinforcement of social norms of the society?
4. What is the level of importance that girl-child attach to mass media in relation to traditional agent of socialization like the family, teacher, friends, or peer group during girl-child education socialization? In other words, is mass media relatively more important to girl-child or not?
5. Does girl-child refer to mass media as sources of acquiring the normative pattern of their societies?

 

1.6   RESEARCH HYPOTHESES

The following hypothesis will be tested.

Hi:    The higher the socio-economic status of the family the more the girl-child attend to media.

Ho:   The higher the socio-economic status of the family the less the girl-child attend to media.

H₂:   Television form the major medium of information disseminated to girl-child.

Ho:   Television does not form the major medium of information dissemination to girl-child.

H₃:   Girl-child refer to mass media as sources of acquiring societal norms

Ho:   Girl-child did not refer to mass media as sources of acquiring societal norms.

H₄:   The mass media are relatively more important than the traditional agent of socialization in the process of girl-child socialization.

Ho:   The media are not relatively more important than the traditional agent of socialization in the process of girl-child socialization.

H₅:   Girl-child use the media for reinforcement of social norms.

Ho:   Girl-child do not use the media for reinforcement of social norms.

 

1.7   THEORETICAL FRAMEWORK

This study will be discussed with magic bullet or hypodermic needle theory and social learning theory.

“The magic bullet” theory graphically assumes that the media’s message is a bullet fired from the media gun into the viewer “head” Berger (1995). Similarly, the “Hypodermic needle model” uses the same idea of the “shooting” paradigm. It suggest that the media injects its message straight into the passive audience. This passive audience is immediately affected by these messages. The public essentially cannot escape from the media’s influence, and is therefore considered a “sitting duck”.

“Hypodermic needle theory” implied that mass media has direct, immediate and powerful effect on it audiences. The mass media in the 1940s and 1950s were perceived as a powerful influence on behaviour change.

This theory suggest that the mass media could influence a very large group of people directly and uniformly by “shooting” or injecting them with appropriate message designed to trigger a desired response.

Bullet and a needle suggest a powerful and direct flow of information from the sender to the receiver.

This theory says that every message pass y the sender to the audience goes in the way and manner the sender wan it to be.

 

SOCIAL LEARNING THEORY

Social learning theory states that behaviour is learned from the environment through the process of observational learning. Children observe the people around them. In society children are surrounded with many influential models, such as the mass media and other agent of socialization.

They pay attention to mass media and encode their behaviour. People were able to learn from the media through observation, and with the media they have been expose.

This means that mass media messages gives audience member an opportunity to identify with attractive behaviour. Social learning theory holds the media can have direct effects on people and their influence does not have effects on people, and their influence does not have to be mediated by personal influence.

 

1.8   SCOPE OF THE STUDY

This study does not include all the agent of socialization, it is focus on the area of mass media. It does not involve all the agent of socialization like school, family, peer groups and other indeed it does not include all the agent of socialization.

It is limited to the Enugu South Local Government Area.

In summary, only girl-child education among secondary school student in Enugu south, no other people is included.

 

 

1.9   LIMITATION OF THE STUDY

Like all human endeavours, this research work was not without some factors that tended to jeopardize the smooth completion of the study. For one the period of time allowed for this work was short than the researcher did not have enough time to do a thoroughly research.

In the course of data collection it was not easy, I had to put in extra effort to interpret their interview schedule of the respondents, some who fall within the incomprehensible age limit.

Above all, there were financial and transit constraints. Though, the project is an expensive task has been a rewarding experience.

 

1.10 DEFINITION OF TERMS (Conceptual and Operational)

There is the need to define operation and ideas used in this research work because they are use contextually.

1. Mass media: We refer to television, radio, newspaper and magazines.
2. Girl-child: A female who is not married, who fall within the age range of 10 – 18 years.
3. Education: The process of receiving or giving systematic instruction, especially at school or university and it is also the theory and practice of teaching.
4. Media use: The habit of listening to radio, watching television and reading newspapers.
5. Societies: Societies refer to various environment the girl-child found themselves.
6. Normative pattern: These refer to value of the society which define what are felt to be proper legitimate or expected mode of behaviour of social relationship.
7. Value: Value refer to broad preferences concerning appropriate course of action or outcomes.
8. Socialization: It is the learning process by which the girl-child acquires the culture of her society thereby becoming an accepted member of her group.
9. Agent of socialization: It refers to mass media, the family, peer group, school and the church.
10. Mediated information: This refers to that information received through the media of communication.

REFERENCES

Bogart, L. (1988). The Growth of Television in the Age of Television, America: Mideentury America.

Bowman L. (1974). Political Socialization in Political Behaviour, New York: Free Press.

Chinoy E. (1962). Society and Culture in Society, London: Prentice Hall.

Eze M.A. (2008). Dynamics of Communication Research, Enugu: Cheston Agency.

Eze, M.A., (2011). Fundamentals of Communication Theories, Enugu: Cheston Ltd.

Roberts, D.T. (1984). The Effect of Mass Communication, New York: McGraw Hill.

Ukozor B.A. (2005). Research Method, Enugu: Division of Benalice.

Wibur, S. (1949). What the Mass Media can do, Chicago: Rinehart, and Winston.

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