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PUBLIC
RELATION IN NIGERIAN EDUCATIONAL SECTOR
CHAPTER ONE
INTRODUCTION
1.1
BACKGROUND OF THE STUDY
Public
relations has become a potent marketing tool in modern business management in
recent times. Its influence is being felt on both big and small firms with the
influence of even greater expansion. It is important for management
organization including tertiary institutions to understand its potential and
limitations.
Nwokoye
(1984:212) defined public relations as the activities of co – operations,
union, government or other organisations in building and marketing sound and
productive relations with special public such as customers, relations employees
or stock holders and with public at large so as to adopt itself to its environment
and interpret itself to the society.
Bush and
Houston (1995:200) noted that public relations is management functions which
evaluate public attitude, identifies policies and procedures of an individuals
or an organisations with the public interest and execute a programme of action
to earn public understanding and acceptance.
Chukwu
(2000:3 – 4) stated that public relations practice is a management philosophy
aimed at doing everything possible to create good relationship between one
organization and its publics.
Public
Relations is aimed at making friends for the organization and building internal
and external good will on the reasonable assumption that these are strongly
needed for an organization to remain in business and make profit with the
increase in the activities of an organization. The need for an adequate
communication between the organization and those who in one way or the other
are affected by these activities of the organization becomes more imperative.
An organization while wanting to remain liable, need to have good relations with
its employees, consumers of its products and services, future investors, stock
– holders and infact that is the general public. As an organization specialized
in manufacturing to potential customers that is up to date, forward looking
concerned to produce and offer the best goods and services for the rice it
charges and make sure that its customers are really satisfied.
Edoga and
Ani (2001:287) noted that a company should deliberately plan and execute a
continuous public relations programme to develop a good relation between it and
that various publics, amongst sought with public relations.
Stressing
the position of public relations in the country, Olakunori (1999:194) noted
that most officials occupying the public relations of various organizations in
the country today are not professionals; they generally have a fair knowledge
of what they are supposed to do.
Federal
polytechnic uwana ebonyi state (aifp)(AIFP) as an institution or organization
has the students, members of its staff, parents- teachers association, the
management, the host society, the state and the federal government, Nigerian
Universities commission (NUC) etc. as its relevant publics. This implies that
the activities performed by AIFP in one way or the other affect those aforementioned
various public. Therefore, in order to maintain its public relations with those
bodies, AIFP must at all time try to create a rapport and understanding or
goodwill with all those bodies. This it will do through proper information
circulation between itself and those various relevant publics to it. This can
be done by allowing the free flows of information, paying of salaries as and
when due to its staff, engaging in proper and standard academic work, abiding
by the rules and regulations of NUC in the performance of its activities.
Manufacturers
and producers of goods and service are now aware that public relations does not
only ensure good relations with the public but can strive towards profit making
through increased customers patronage. It is in the light of the importance
attached to public relations that the researcher seeks to appraise the
effectiveness of public relations in service industries in Federal polytechnic
uwana ebonyi state (aifp)(AIFP) as a case study.
1.2
STATEMENT OF THE PROBLEM
A good
corporate image is usually regarded to be essentials for the existence of an
organization. The success or failure of a corporation depends on its
relationship with its publics, consumers, employees, stock-holders, government,
community, distributions, supplies and others. A favourable corporate image
create confidence in an organisations or institution.
There has
been occupational troubles in tertiary institutions as become the order of the
day. But AIFP as always remained in sector despite the occasional occurrence of
these ugly incidents. The questions that called for answer are:-
Why has this
problem of internal wrangle in our tertiary institutions?
Why has AIFP
not witness the major break down of law and order despite the increase in
school fees?
Why has AIFP
been able to maintained peace despites the facts that there are some polities
that do not go down well with the staff, lecturers and the students of the
institute?
To what
extent has public relations contributed in maintenance of peace and harmony in
the institutions these and many more are the central task of this research
work.
1.3
OBJECTIVES OF THE STUDY
To give
focus to the study the following objectives are formulated:-
To find out the level of attention given to
the publics in Federal polytechnic uwana ebonyi state (aifp)(AIFP).
To find out whether the institution have
good relationship with the press.
To examine the level of students,
lecturers, staff and management relations in AIFP.
To know how public relations help in
improving communication between people and the organization.
To recommend solution to problems on public
relations identified.
To determined the impact of public
relations on consumers (students) patronage
To appraise the public relations
activities of Federal polytechnic uwana ebonyi state (aifp)(AIFP).
1.4 RESEARCH
HYPOTHESIS
Public
Relations activities of AIFP
Ho: Public Relations activities of AIFP does not
lead to increase the awareness of their services
Hi: These lead to increase the awareness of
their services.
Ho: Public Relations activities of AIFP does not
give
attention to
the student of the institution
H2: Public Relations activities of AIFP gives
attention to the student of the institution.
Ho: Public Relation activities of AIFP does not
lead to increase (students) patronage.
H3: Public Relation activities of AIFP lead to
increase (students) (students) patronage.
1.5
SIGNIFICANCE OF THE STUDY
The most
outstanding hope of this study is that, its finding will be of immense benefit
to students, lecturers and staff of management of tertiary institutions. These
will help to minimize conflicts in this institutions.
The study
also gives an insight into the problem and practice of public relations in Nigeria
Institutions of higher learning. This study by its objectives will not only
assess the effectiveness of classified public relations, but all its
application and uses generally. Therefore, when successfully carried out and
documented, this study will serve as a source of relevant information to many
institutions and organisations on ways of using public relations.
Finally,
public relations practioners have been deprived of excellent performance in the
operations because of scanty and insufficient data and adequate literature
availability in this area.
This study
when successfully completed and adequately supervised will be an addition to
the essentials literature needed in public relations. Practitioners and
consultants will therefore use it extensively for reference.
Based on
forgoing, it becomes indisputable that the need for this study is worthwhile.
1.6 SCOPE OF
THE STUDY
The study
covers public Relations activities in service industries and it will equally
cover an over view of public relations in service industries. The role of public relations activities in
improving the image of service industries especially tertiary institutions. Due
to limited time and other constraints, emphases was placed on Federal
polytechnic uwana ebonyi state (aifp)(AIFP).
Despite the fact that Enugu State University is the only institution use
as a case study, but the researcher believes that whatever happens to Federal
polytechnic uwana ebonyi state (aifp)(AIFP) will equally apply to other
institutions in the state.
1.7
DEFINITION OF TERMS
This are
some terms used in this research work
AIFP: Enugu
state university of science and technology
NUC:
Nigerian Universities commission
(ESBS): Enugu State Broadcasting service
IMT:
Institute of Management and Technology
PUBLIC
RELATIONS: this is the activities of cooperation, union, government or other
organization in building and marketing sound and productive with the public.
SERVICE
INDUSTRIES: this is an industry made up
of companies that primary earn revenue through providing intangible product and
services.
INTERNAL
PUBLICS: These are people employed by a firm or member of an organization.
EXTERNAL
PUBLICS: these are people and organization that are client doing business with
a firm or agency.
Community
relations: this is the various methods companies use to establish and maintain
a mutual relationship with the public or community.
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