AN ASSESSMENT OF PUBLIC RELATION PRACTICE
CHAPTER ONE
THE PROBLEM AND IS SETTING
- INTRODUCTION
Over the years, public relations was an abstract term which was incapable of adequate definition, although its implication could be amply understood. In a description of public relations, Dany (2005) likened it to a corporate attitude of mind which, in the case of an organisation, dictates that all its policies and, actions are clearly identified with the public interest, and achieve public understanding and acceptance.
At this instance the institute of public relations had produced a definition of its own. Public relations practice shall be defined as the deliberate, planned and sustained effort to establish and maintain mutual understanding and goodwill between an organisation and its public. Public relations is about reputation the result of what you do what you say and what others say about you.
Public relations practice is the discipline which looks after reputation with the aim of earning understanding and support, and influencing opinion and behaviour. It is the collective effort, carefully expedited and planned, in order to achieve cooperation with the diverse publics of an organisation.
This obviously portray that public relations function was essentially to do with achieving mutual understanding and trust between the organisation and its publics. Uwakwe (2000) remarks that there exist three essential components which were necessary for any activity to be truly a public relations activity. These are truth, concern for public interest and dialogue without these three elements, the activity was publicity or propaganda.
It should be stated here that the rising need for television broadcasting as well as bringing broadcasting nearer to the people on state basis precipitated the establishment of Nigerian Television Authority. The diverse crumbling by the viewers and above all, the internal staff in Nigerian Television Authority, Calabar, creates an unfavourable image for the company. The task of reversing this trend can be said to be Herculean.
It is generally assumed that public relations industry are people who “reap where they did not sow”. They are seen as the people who play host at parties and functions while others go about doing the real job. This study therefore intends to look if these misconceptions are found or mere statements borne oat of bias and sentiment, as well as examining the benefits of public relations.
1.2 THE HISTORICAL BACKGROUND OF THE STUDY
This study has Nigerian Television Authority (NTA) Calabar as a case. As established by Decree 10, of 1962, the Nigerian Television Authority is an autonomous body, credited by an act of parliament and whose inalienable expectations among others is broadcasting.
Nigerian Television Authority has branches or stations in all the states of the Nation that of Cross River State is located in the main metropolis of Calabar. It was established and commenced operation alongside with the creation of Cross River State. Divided into six broad department, the station is individually headed by respective departments with a Director-General appointed by the government.
All the program of actions, are fashioned in synchronization with the general headquarters at Abuja. The growing demands of the people make the station more competing with its contemporaries for instance the Cross River Broadcasting Corporation, CRBC, Calabar.
1.3 THE STATEMENT OF PROBLEM
Public Relations Practice in Nigerian Television Authority, Calabar is riddled with number of difficulties, some which are noted to occur as a result of the ineffectiveness of the department. These difficulties have obviously graduated into holding misconceptions against the establishment. To this effect, this study raises questions like, what are the intricacies in the public relation practice in the station”, how effective is the public relation department of the company. How reliazable are the planned program of actions of the station.
1.4 THE OBJECTIVES OF THE STUDY
This study seeks to:
- Find out the public relation tools employed by the station.
- Find out the opinions of the publics regarding public relation practice in the station.
- Find out whether the strategies of public relations employed by the organisation appeal to publics’ taste.
- Find out the extent of relationship existing between the PR department and the publics.
- Know the problems encountered by the public relation department of the station.
1.5 THE RESEARCH QUESTIONS
This study raises the following questions.
- What are the public relation tools employed by the station?
- What are the opinions of the publics regarding public relation practice in the organisation?
- Do the strategies of public relation adopted by the station appeal to publics’ taste?
- What are the problems encountered by the PR department of the station.
1.6 THE SIGNIFICANCE OF THE STUDY
This research work is extremely relevant as it seeks to proffer meaningful solutions to the problems confronting public relation practice in the station.
Also, it will serve as an information bit the public relation practitioners existing therein in Nigerian Television Authority, Calabar as regarding the opinions of the publics concerning their operation.
Above all, it will serve as a secondary data of collection while serving is instigating further researches on related topic and discipline.
1.7 THE SCOPE / DELIMITATION OF THE STUDY
Several indices account to the success or failure of an organisation which effective and efficient public relation practice is inclusive public relations seeks to maintain favourable organizational image. This study therefore builds a fence around public relation practice in Nigeria Television Authority, Calabar.
1.8 DEFINITION OF TERMS
The following terms are defined as they are used in the study:
Public Relation:
This is a planned and sustained effort to establish and maintain, goodwill and mutual understanding between an organisation and its publics.
BIPR)
Practice:
This is habitual action or performance.
Propaganda
This is the presentation of half-truth to the public.
Publicity:
This is the offering of goods or services to the public through the media usually not paid.
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