TABLE OF CONTENTS
Title page————————————————————————————- i
Approval ————————————————————————————- ii
Certification———————————————————————————- iii
Dedication———————————————————————————— iv
Acknowledgement————————————————————————— v
Table of contents—————————————————————————– vi
List of tables——————————————————————————— ix
Abstract————————————————————————————– x
CHAPTER ONE: INTRODUCTION
Background of the study————————————————————— 1
Statement of the problem————————————————————– 16
Purpose of the study——————————————————————- 17
Research questions——————————————————————— 18
Significance of the study————————————————————— 19
Scope of the study——————————————————————— 19
CHAPTER TWO: LITERATURE REVIEW
Conceptual Framework———————————————————– 21
Concept of Public Relations——————————————————— 21
Concept of University Libraries—————————————————— 27
Service Delivery in the University Libraries———————————- 32
Skills required for effective public relations activities in the university libraries———— 34
Challenges of public relations practices in university libraries———- 37
Strategies for enhancing effective public relations in the university libraries—————- 39
Theoretical framework ——————————————– 44
Review of Related Empirical Studies ———————————- 47
Summary of Literature Review——————————————- 53
CHAPTER THREE: RESEARCH METHODOLOGY
Design of the Study—————————————————————— 55
Area of the Study——————————————————————– 55
Population of the Study————————————————————– 56
Sample and Sampling Technique—————————————————– 56
Instrument for Data Collection—————————————————— 57
Validation of the Instrument ——————————————————– 58
Method of Data Collection ———————————————————- 58
Method of Data Analysis———————————————————— 59
CHAPTER FOUR: RESULTS——————————————————– 60
Summary of major findings—————————————————————— 71
CHAPTER FIVE: DISCUSSION, RECOMMENDATION AND CONCLUSION
Discussion of Findings——————————————————————- 72
Implication of the study—————————————————————— 74
Recommendations———————————————————————— 75
Limitations of the study—————————————————————— 76
Suggestions for further study———————————————————— 76
Conclusion——————————————————————————- 76
References—————————————————————————— 78
Appendixes————————————————————————- 84
Appendix I: Area of the study————————————————- 84
Appendix II: Group of universities in north central Nigeria based on ownership———— 85
Appendix III: Population of the study—————————————————— 86
Appendix IV: Distribution of samples in three (3) university libraries
North Central Nigeria.——————————————————— 87
Appendix V: Questionnaire for professional librarians and students——- 89
Appendix VI: Interview schedule on influence of public relations activities for enhancing service delivery in university libraries in north central Nigeria.———————————- 94
LISTS OF TABLES
Table
1. Public relations activities used for service delivery———————— 61
2. Contributions of public relations in to service delivery in university libraries————- 63
3. Skills possessed by librarians for effective public relations—————— 65
4. Challenges/problems of public relations——————————- 67
5. Strategies for enhancing effective public relations activities—————— 69
ABSTRACT
This study discusses the use of public relations in
university libraries in North Central Nigeria. The very sensitive position the
university libraries occupy in the society as agents of educational
emancipation. It takes a look at the Public and the indispensability of public
relations activities in university libraries, public relations are geared
towards better service delivery and increased patronage. Ways the library
services could be rendered effectively to the library users through a well
organized Public Relations programme are discussed. The aim of this study was to
examine the influence of public relations for enhancing service delivery in
university libraries. Specifically, five purposes and research questions guided
the study. Related literature was reviewed under conceptual framework, related
theories and empirical studies. The study adopted descriptive survey and was
carried out in North Central Nigeria; it has population of 36 librarians and
146 library users from three out of the18 university libraries in the zone
namely: Federal university Lokoja (FUL), Benue State University (BSU), Landmark
University (LU), the universities in the area were grouped into strata based on
ownership. One university was selected across each of the strata. Proportionate
random sampling technique was used to draw 30% of the users while the entire
librarians were selected for the study. The instruments for data collection
include: structured questionnaire which were meant for the librarians and
library users. One hundred and eighty two copies of questionnaire were
distributed, filled and returned, giving a return rate of 100%. The
questionnaire contains 60 items based on research questions and was used to
obtain data from the respondents for the study. Also, a 5 item interview
question was used along with the structured questionnaire to gather the view of
the heads of public section division from each of the universities studied. The
findings of the study show that university libraries studied engage in public
relations activities which enhance service delivery. The result of the
interview also showed that assistance to users, friendly interactions; regular
communications with users among others were used. Respondents agreed that,
improved library image and job performance, increased library patronage and the
use of library materials , helping in gaining parent institution support are
the contribution of public relations in enhancing service delivery. It was also
revealed that skills possessed for effective public relations include:
interpersonal skills, computer literacy, information management, listening
skill, questioning and evaluation skill and organizing skill among others.
Also, study showed that users negative attitude to librarians, librarians
negative attitudes to service, management negative attitudes to public
relations, lack of fund among others are challenges of effective public
relations. The study revealed that, distribution of newsletter, messaging
available information resources through social media, managing the flow of information between the library and the users,
Responsive and continuous communication between the library and the users,
using users orientation as strategy among others are required strategies.
CHAPTER ONE
INTRODUCTION
Background of the Study
The university library is an essential component of the modern university and survival requires demonstrating its value in new ways, embodied itself deeper into the university’s core functions of teaching, learning and research. University libraries are academic institutions established for the purpose of high level and universal teaching, learning and research for the development of society and to extensively influence the students’ critical and creative thinking for lifelong learning.
A university library as observed by Ifijeh (2010), is a part of university set up and that it exists to serve the objectives of the parent institution. In line with this, Kumar (2006) maintains that, a university should be able to carry out the following functions: research, publication, conservation of knowledge and ideas, and extension services. According to him, the university library’s collections, organization, and services are geared, towards meeting the research and academic needs of the members of its community.
However, libraries are set up mainly to pursue and support the objectives of the universities such as promoting teaching, learning and research. Due to the nature of clientele available in the university community, the library is regarded as the heart of the intellectual life of the university while its quality (university) is measured largely by the quality of its library due to its unique role. Therefore, it is important to note here that, the university library is critical to productivity in the university. In order to achieve the academic objectives of the institution, it becomes imperative for the library to acquire relevant information materials and make them available to user community when needed.
The primary mission of university libraries is to offer students, faculty and academic staff the collections and services required to meet their academic needs. In line with this, Gilchrist and Joseph (2010) posit the mission of the university library is to assume an active role in the development of the community’s human resources by implementing fully the concept of a teaching/learning. That the library aims to fulfill the mission of developing an organized collection of materials and equipment and providing access to other resources which best satisfy the present and future needs of the university relating to its teaching, research and community service responsibilities, encouraging the facilitating self directed and long life-long learning through the development of instructional programs and services that emphasize problem solving, critical thinking and investigative skills, and provide distinctive programs and services designed to meet the intellectual and cultural needs of an information based society. According to Ogbonna (2009), the primary objectives of university library is to aid the university in carrying out its academic programmes. That is, its function is to satisfy the institutional teaching, study and research objectives. Meanwhile the excellence of university library is determined by the extent to which it supports its institutions objectives.
The university goes at length to provide all forms of human records in all fields of knowledge needed by members of the academic community for the pursuit of academic programmes such as teaching, study and research. Guskin and Marcy (2000) while describing the vision of the university libraries note that the university libraries are strategic asset for the universities in providing intellectual leadership and extraordinary experiences towards the advancement of knowledge while the mission of the university librarians is to inspire learning and discovery through information resources, collaboration and expertise.
In line with this, Achebe (2008) also highlights that the major role of academic library is to serve the reading and research interests of freshman/undergraduates, lecturers and graduates of the campuses. Aguolu and Aguolu (2002) emphasize that, execution of library roles is dependent on librarians; because they perceive the services they should render to achieve the objectives of the parent organizations, of which libraries are part. They further buttressed that library service is considered satisfactory not only when the users’ expectations are congruent or synchronized with the role perceptions of the librarians but also with when the library users’ expectations are actually being fulfilled. A university library for example, cannot fulfill its role and carry out its responsibilities effectively if its institutional authorities fail to provide it with adequate funds, personnel and physical facilities and if librarians cannot collaborate with the teaching staff in building up the library collection and in orienting students’ interest to effective library use. University libraries must wakeup to the need for increased understanding and support.
Therefore, to properly support the university in its venture of teaching, learning and research, the library advances certain services which include teaching; research; publication; conservation of knowledge and ideas and extension services. In order to fulfill their mission of supporting the educational objectives of their parent bodies, according to Ogunsola (2004), university libraries carry out the following functions such as – selection and acquisition of learning resources (cataloguing and classification); Reference and information services; documentation and bibliographic services; user education programmes including readers’ advisory service; Orientation courses and lectures, Research support; Consultancy services; and Administration and management.
The services carried out by university libraries are geared towards achieving the objectives mentioned earlier as follows-: Reader services, Security services, Reference services, Selective dissemination of information, Literature search for research, Issuance of referral letters to users visiting other libraries, information brokering and inter-library loan, and technical services.
Services as used in this study refer to various services that exist or available in the libraries for users. That is, all services librarians give or render to users at any point of their needs in the library. Service delivery in university libraries therefore means making available information resources in the library for use by users at the time of their needs. Abubakar (2007) opines that, the availability of information resources in library is therefore an indication of the quality of teaching and learning present in the university. Service delivery is a means put in place to ensure that functions/activities carried out by university libraries are transmitted by the librarians to the library users.
Similarly, Ogbonna (2002) gave the following specific services of university library to users. These includes: providing the information needs of the university community; providing reference materials for all levels of readers; providing lending services appropriate to different types of users; providing enabling reading environment in useful variety of location; providing adequate environment for recreational reading for self development; planning for security of the information resources in the library; maintaining inter-library cooperation with other libraries; providing specialized information services such as selective dissemination of information to the community. The degree to which these services are carried out is determined by the size of the university library, the nature of the parent institution and availability of funds.
In related view, Onwubiko and Uzoigwe (2004) summarized services delivered in university libraries to users as follows: selecting materials through the processes of cataloguing, classification and shelving; selecting materials to be acquired and their procurements by various methods; repairing, mending, binding, maintaining and protecting their collections; circulating and lending materials to the desiring client; allowing members to borrow a certain number of books for home use; instructing and educating their users on the proper and adequate use and exploitation of their resources. This is done through users’ education programmes, especially for fresh intakes into the academic, providing bibliographical apparatus or tools to aid the location and retrieval of information and their adequate utilization; carrying out researches especially for the development of library and information science as information management. Studies have shown that the perception of customers towards a particular organization goes a long way on determining the kind of patronage they give the organization. Libraries must set up plans and programmes that will build, maintain, and sustain cordial relationship and mutual understanding between itself and its publics because this will go a long way to enhance service delivery. For these reasons, image making and goodwill are here termed intangible assets, which are highly marketable any time any moment.
University libraries in Nigeria should not be content trudging, forgetting that every service they offer (or do not offer) has over tone effect on public attitudes. Thus the role of the university library and status of the librarians, on a given community reflects to a large extent on the academic liveliness of the institution. In the present time where sports, movies, beauty competitions, gymnasia and so on are making efforts to dominate the publicity scenario, the library should be seen as an important centre of the community. Since the university is meant to teach and carryout research, it will have to rely solely on the library which is the custodian of knowledge.
In view of this, university libraries are faced with the need to make their services known to the users. Libraries are no longer the only information provider. They have to compete for customers with the internet, bookshops, online book dealers and demand for more efficient services and needs of users. University libraries must understand users needs, planned service delivery, promote the available services and deliver them efficiently and effectively. To achieve this, public relations is the essential tool.
Public relations according to Ademolekun and Ekundayo (2005) is define as the front line between an organization and its customers. Public relations is a communications discipline that engages and informs key audiences, builds important relationships and brings vital information back into an organization for analysis and action. It has real, measurable impact in enhancing service delivery.
Public relations may include an organization and the individual gaining exposure to their audience using topics of public interest and news items that do not require direct payment. The international public relations association declares that: Public relations is management function of a continuing and planned character, through which public and private organizations and institutions such as libraries seek to win and retain the understanding ,sympathy and support of those with whom they are or may be concerned by evaluating public opinion about themselves in order to correlate ,as far as possible, their own policies and wide spread information, more productive cooperation and more efficient fulfillment of their common interest.
Public relations serves as a veritable information and communication bridge between the organization and its various internal and external publics. So it ensures steady two ways Communication Bridge between the organization and its publics. Good public relations therefore brings total understanding of the aims and objectives of an organization in line with cordial relationship with its force, good environment and condition of services all aimed at enhancing service delivery.
Public relations describes the various methods an organization uses to disseminate messages about its products, services, or overall image to its customers, employees, stockholders, suppliers, or other interested members of the community. According to Babafemi (2002), public relation work consist of two main activities which are, research and communication.
Public relations has shown tremendous growth in recent years worldwide and its relations exists in every activity, which involves human even where there is an individual activity. It is pertinent to state that public relations had actually been with us from the beginning of man’s existence. Although the phrase “public relations” was invented in the twentieth century, the practice of public relations had been since the dawn of recorded history. According to Godwin and Josephine (2010), development of public relations in Nigeria at a formal level began with the government. In the years preceding the Second World War, the exploitative and conjugative influence of the colonial government had created a poor relationship between it and the people of Nigeria. At that time, a lot of information was shrouded in secrecy. As a result, there was need for effective public relations. Public relations is becoming increasingly important in a society where the lines of communication between organizations and the public’s are shrouded in secrecy.
In view of this, Adewusi (2014) posits that, the importance of public relations activities cannot be overlooked in any library organization, especially in university libraries. Any library activity, directly or indirectly, is an act of public relations, in as much as it is done to promote the library image and use. University libraries assist the universities in the discharge of their functions by acquiring all relevant information resources necessary for sustaining the teaching, learning, research and public services functions of their universities. Any institution is secured only as long as it commands the fullest measure of public understanding and support.
In line with this, Isaac (2012) notes that, public relations in libraries concentrates more on selling the libraries as a whole, developing a corporate identity or image and disseminating a clear message to the community about library missions and goals. Library public relations performs the important functions of communicating necessary information to various publics. This is achieved by informing faculty, staff, students and the entire campus community about new or existing library services, resources and materials. The image and goodwill of library has become one of the cardinal objectives in modern management. This is because in the course of library operations, it deals with numerous “publics”. These publics are like pressure groups whose actions and opinions can determine the growth and survival or the failure of organization.
In line with this, Okoeke etal notes that library Public relations entails building or establishing a relationship between an organization and its customers through excellent service provision/delivery in order to create an impressionable front to the customers. It is a deliberate, planned, and sustained effort to establish and maintain mutual understanding between the library and the users. Library public relations is a conscious effort aimed at establishing and maintaining good relationship between the library and its patrons. Public relations in library also help in creating an acceptable image of the library by advertising the available library resources both in print and non print format, programs and services. Since library is there to serve its public or community, it must let the patrons know what is in stock for them.
Public relations activities in libraries help to provide a coordinated effort to communicate a positive image of the library and promote the availability of the library’s materials, programs, and services. A library without users is useless. To succeed, there is need to let the users be aware of the benefit of the library to provision of information resources and services that match their interests. Noel & Waugh (2002) opines that, the success of university library lies mainly on convincing the clients that library services are worthwhile, they must understand what the services are, and be enthusiastic about how they will be helpful. Libraries need to make their services and resources known to students and potential users to create awareness of the university library’s value. Major sectors of the potential market for the library’s services are probably not aware of all the services available or have no understanding at all of what is offered. That is why public relations is vital to the success and existence of the university libraries. The main focus of every library should be good customer services. Good service can equal a good marketing campaign, which is another reason why public relations is important for libraries.
The general functions of public relations in university libraries according to Aiyegunle and Moneme (2006),
To increase and expand membership for the exploitation and use of materials. There is need for public relations activities in the libraries in other to carry out this function effectively. When users needs are met, they will want patronize the library and even tell others about the library services and how they can meet their needs.
To improve the image and generate goodwill of the library. Effective public relations helps in improving the image and generating good will of the library. Libraries need to effectively engage in public relations activities in order to promote the image of the libraries.
To increase the morale of staff, build loyalty and improve job performance. In other for the libraries to meet up with the expectations of the users in this digital age of information, there is need to increase the morale of staff, build loyalty and improve job performance and this can be done through public relations activities.
To functions as means of propaganda to enlist support, financial or otherwise and to give political and social awareness to the library users and to get people recognize that the library does have something for them and is willing and able to perform the services they need.
To interpret library policy and earn acceptable of it. This can be done by explaining the role of the library in the affairs of the community it serves and to shape and reshape the image of standing of the library in a given situation.
Library operations are successfully carried out when public relations is done to promote the library image and use. This is necessary for the creation of a well -informed society and in the eradication of illiteracy; and can only be achieved through a well-organized Public Relations strategy. Public relations is recognized as a management function and its emergence as a management function led to further improvement on public relations tools like public opinion, publicity, advertising propaganda, press release, conference etc and increase in the use of library information resources such as directories, encyclopedia, textbooks, pictures, posters, compact disc, computers etc.
According to Isaac (2012), Librarians as professionals have a duty to be much more deeply involved in the creation and distribution of tools for the efficient exploitation of knowledge and also in the dissemination of information to a wide range of users – the learned and the illiterates, the professionals and non-professionals and of course to all categories of people in the community. This is necessary for the creation of a well -informed society and in the eradication of illiteracy; and can only be achieved through a well-organized Public Relations strategy.
According to Babafemi (2002), Librarians are the libraries public relations officers because they deal directly with the users. Ademolekun and Ekundayo (2005) opines that librarians as public relations personnel should aim at service; they should be vigilant and conscientious to keeping existing high ideas alive. It is desirable that they build even healthier traditions for the steady growth of the profession. In line with this, Babafemi (2002) notes that the public relations officer advertises the organization through print and electronic media as well as physical contacts canvassing for patronage.
As noted by Sherman (2005), a good library service is obtainable when the librarian exhibits good public relations. Good and genuine public relations can be possible in the library when librarians’ posses the ability of assessing the situation and analyzing the public’s that should be served by bringing out long term program of action to achieve a realistic relationship with the past, present and potential library users. Gupta (2003) sees public relations in a different way. To her public relations means disseminating information to both its internal and external publics.This is in line with the words of Schorah (2002) who stated that good manner, patience, small landless, sympathetic attitude towards unreasonableness of human beings is the qualities needed in a librarian for good public relations program in the library. Ifidon (2000) opines that the best way to cultivate good public relations with patrons is excellent performance. Also, Babafemi (2002) posits that, it is not too much for public relations officers to follow up request form given to department requesting them to write tittles of journals and books needed, and ensure that there is possible for the library to avoid duplication of materials and irrelevant ones
The effectiveness and efficiency of services provided by university libraries are mainly determined by library users. Aina (2004) recognizes this fact when he stated that the user is very critical in the practice of librarianship. No library can exist without patrons. This is regarded as the most logical source to determine whether the library should be the provision of excellent services to its users. This can only be effective through good public relations programme in the organization formation, research and curriculum needs of its students, faculty and staff. Hallow (2000) opines that having services that no-one knows about is as good as having no service at all. Sharrnan (2005) opines the need for public relations is inherent in the very nature of the modern society. Society is made up of many groups of people, each with its own interest which is sometimes conflicting. The harmonious functioning of such a society needs the help of public relations.
According to Adewusi (2014), librarians should be active in their work as information disseminators. They should be involved in giving people what they need as defined by the profession, instead of viewing their duty as assisting those who come to the library to get what they want. Librarians use their department to enhance the functions of university by making available relevant information resources both in print and non- print. i.e., the university cannot achieve its objectives without a functional library and functional library cannot be in place without good public relations. Babafemi (2012) opines that, all professional librarians should be involved in public relations activities. The librarians are part of the overall professionals working to bring the required desire to fulfillment and therefore they have a lot to contribute to make the services of the library a success. For librarians to achieve this they must engage in public relations activities.
Some librarians complain of low patronage of the library without realizing the power of this public relations practices. Information rules the world and only those who are trained and skilled in the art of public relations can use and manage information to motivate the customers. When user’s informational needs are met they are positively motivated and this results to effective performance and great investment of effort. Adewusi 2014, opines that the librarians must possess the following skills for effective public relations activities in university libraries: communication skill, computer literacy, sound management practices, questioning and evaluating skills, patience and listening skills, marketing skills, research skills, organizing skills, etc.
Some of the challenges to effective public relations activities in university libraries include: management and librarians poor attitudes toward public relations activities, users’ negative attitudes towards librarians, lack of or poor communication between users and librarians, intangibility of services, telecommunication infrastructure etc.
A good number of libraries especially university libraries offer so many commercial services unknown to users; it is the duty of the librarian to inform the public about these services. To enhance service delivery through public relations activities, the librarian may use handbills to pass on information to people and advertise library services. The Librarians’ attitudes to a very great extent, determines the patronage of users to the library. When librarians are friendly and welcoming including being helpful, users are encouraged into the library, while in a library where the librarians are unfriendly and lazy, users are driven away. The personality of the librarian determines the rate of utilization of the library by its users. She/he should be friendly, humorous, intelligent and professionally good. Then, the user will be convinced that there is an approachable and reliable information expert in that library. If they are so drawn to the library by the attitudes of the librarian, they will then be able to browse through the books and thus be aware of the availability of materials relevant to their studies and research.
Onah (2001) notes that, no matter how libraries respond to the needs of their users, their values will not be appreciated without an aggressive, systematic and determined program of public relations to stimulate, inform and attract the information seeker/library users. Some of the strategies for enhancing effective public relations activities in university libraries include: distribution of library handbook and guide to students, participating in campus activities, using word of mouth endorsement, responsive and continuous communication between the library and the users, user’s orientation etc. He further stated that, university libraries have to covey signals and project images to their users through public relations that accurately reflect what they are and what they do. It is true that all library professionals should be involved in public relations activities, but those professionals whose work is directly related with the users perform more of public relations activities than the other.
According Ford (200), public relations will help the library to communicate its existence to the appropriate audience, to the people for whom it has so much to offer. It is therefore necessary for librarians to design more extensive public relations programmes that will increase public awareness of the significant contributions made by university libraries to further the academic achievement and lifelong learning of students. As a result of this, libraries need to employ public relations practices in order to achieve its objectives.
Libraries are very important in educational institutions. However, they are not achieving their full potential because of lack of or poor public relations practices. Public relations has not being given much attention in university libraries because, the libraries do not realize the potential of public relations activities in building and enhancing a good image for their success and the fact that users remain a power and bedrock of every successful library. Librarians in Nigerian university libraries may wish to consider establishing strong and dynamic public relations unit for mutual benefits in the campuses. The long-term benefit for the libraries cannot be over emphasized. With the development in Information Communication Technology (ICT) numerous opportunities for the libraries are available to position itself as a leader on campus by integrating the new technologies into library traditional roles.
North Central Nigeria is one of the six zones in Nigeria. It comprises the following states: Benue, Kogi, Kwara, Niger, Nasarawa, Plateau states, and FCT Abuja. North Central Nigeria is located in the middle of Nigeria. It has 17 universities which include federal, state and private universities. Three universities were selected for the purpose of this study; Federal university, Lokoja is one of the newly established universities in the zone. It was establish in 2011. Its library has a staff capacity of 20 consisting of 14 professionals, 3 Para-professional and 6 non- staff with an average of 150 users per week.
Benue state university, Makurdi is one of the oldest state universities in the zone. It was established in 1991. Its library has a staff capacity of 20 consisting of 9 professional librarians, 4 Para-professionals, and 5 support staff with an average of 340 users per day.
While Landmark University Omu-aran, Kwara state is a private university. It was established in the year 2011 and it has a capacity of 15 staff out of which 8 are professional librarians, 4 Para-professionals and 3 supporting staff with an average of 120 users per week. It has a good stock of current and relevant information materials. (Average daily statistics of library users between October to November, 2015 of various universities.) See appendix II.
