University of Nigeria Research Publications
UGWUANYI, Uche
Aut
hor
/PG/M.Sc/98/45357
Title
The Effects of Public Relations Communication in the Development of Information on
Parastatals in Nigeria (A Case study of Nitel Enugu)
Facu
lty
Business Administration
D
epar
tmen
t
Marketing
Dat
e
October, 2000
Sign
atur
e
m l w r r w x r OF N A T : K ~ ~ I I ~ G U N ~ V 1 ~ I I S I ' I ' Y OF' NIGL1:I A
E:NUf;U C.\MPUS
i i i
T h i s bork i s dct1ic:itcd f i r s t a n d foremost t o
my hlmi,cl \ tv Cod, gave m e thc heal - t l l , cncrgy ,
ic ist lom and t h e u ~ ~ t l e r s t n n d i n g whi Ze on t h i s programme.
The work i s n l s o dcdi.cai;etf t o my bc lovcd
p i ~ r c n t s , u r o t h t r s and s i s t c r s .
T.et mc f i r s t nckno~l . c t lqe t h e , . . . . pr t , se ,nce . o f God Almighty
f o r i t i s on1 y Ile a l o n e , ri)ilkcbs things work.
To nly . L e c t u r e r s a n d , e s p c b c i a l l y t o my supervisor
P r o f . C.S. Onyeuu:~gu- whosc f a t h e r l y d i r e c t i v e $ , gave t h i s
s t u d y a sol . id mean ingfu l focus . Thanks f o r s u p p o r t i n g me
ant1 malciug me havc conf'itlcncc i n rnysc1.f a n d i n my p l a n s .
I urn a l s o e r a t e f u l t o m y L c c t u r c r s , my c l a s s toll-eagues,
my 1,rct1l1.cn nnd t o my s p o n s o r s . I would n o t f'iii 1 t o ment ion
wishctl me well i n t h e p r o c e s s e s . I a p p r e c i a t e your g e s t u r e s ,
a n d the! s i r c r i f i c c s some o f yon may hnve i n t h e d e s i r e t o s e e
m e succeed ,
h l - so , Let rnc thank t h e non-academic s t a f f memucrs of t h e
I l ep i~r tment of Finrkcti rig for' t h e i r involvelncnts i n my n f f'ctirs.
T kno!u. t l l a t scmc you r e a l l y c h e r i s h e d my e f f o r t s and m y
c l c s i r - ( I S , a n d T i i l s o know t h a t i n t h e pursu;:tr,t of t l ~ c sc e f f o r t s ,
some o f you have made meaningful. c o n t r i o u t i o n s t o h e l p m e
succecd. I tnnrik you a l l . To my o t h e r f r i C n t i s , i t i s c h e c r s .
T h i s s t u d y t r i e s t o nccc$ss tind e v a l u a t e t h c c f f o r t s
o f P u b l i c R C - l n t i o n s ~ o m m u n i c r i t j o n i n p u t proframmcs i n t h e
gro\ , , th and devcl .ojment o f govornrncnt p n r a s t a t a l ~ g c t r c i e s .
I t i s e s t n ~ , l ishcd t h a t p u b l i c r e l a t i o n s s c r v i c e s i nvo l -ve
c o m n ~ u n i c a t i o n i n p u t s . P u b l i c r e l a t i o n s p u t s up w a r n i n g
poslc3r*s i n p u b l i c p l a c e s , F.1!. o f t e n s n y m8ny t h i n ~ s - t h r o u g h
c a r t o o n s ilnd s u c h o t h e r a b s t r c ~ c t clri~wirigs - \ t h i c h c x t o l some
i r l f o ~ * n ~ u t i o n e i t h e r on i n t f i v i c l t ~ ~ l s or. t h e g o v e r ~ l r w n t o r t h e
s o c i e t y a t la rge . per\, iriforn1;rtion c a n be o b t a i n c r l f rom
v a r y i n g c t w n n c l s , m t l such c h a n n c l s i l re d c s i g n c d t o n t l t l rcss
d e f i n i t i v e autl i c n c e p r o f i 1 c s .
'In t hi s s t u d y , t h e r c s c n r c h c r exnmitlcd P.1:. v a r i o u s
c o m ~ ~ ~ u n i c n t i o n i n p u t s a n d t r i e d t o scc hob t h e s e i n p u t s
t r a n s 1 iltc the coded i n f o n l r a t i o n t o i h c c o n c e r n e d p u b l i c s r a n d
how p u b l i c re i ' ic t lor ls i n f u s e d ~ r o \ ~ t h f a c t o r s i n t o t h e p a r n s t n t n l s
i rlvo 1 vcd.
c:r~nptc.r two was more o f a n a p p r a i s a l o f pub1 ic r e 1 a t i o n s
i n p u t s u s compnrctl \ t i t 1 1 s i m i l a r 1 i t e r s a t u r u i n f o r m a t i o n from
o t h c r s o u r c e s . Piany 1 i t c>~ . r i l - cy g i a ~ l t s have \ t r i t t e n v c l r i o u s l y
.... ii
.... i i i
.... i v
.... v-vi
.... v i i
viii
20
noweber, i l l format ion on t h e a c t i v i t i e s o f t h e s e
p a r a s t ~ t a l a g e n c i e s , a r e a m p l i f i e d through p u b l i c r e l a t i o ~ ~ s
communicatioi. i n p u t programmes. As we are aware, p u b l i c
r e l a t i o u s programmes i s i111age making o f i n s t i t u ~ i o n . i t
t r i e s t o b u i l d f a v o u r a b l e imaee of any on-going o r g a n i z a t i o n s
i n t h e e y e s o f t h e viewing p u b l i c . The a c t i v i t i e s o f t h e v a r i o u s p a r a s t a t a l s a r e made m a n i f e s t th rough p u b l i c r e l a t i o n s
communication i n p u t programmes. Take t h e example of NEPA.
where NEPA s u p p l i e s un-hindered and un - in t e rup ted l i g h t t o
t h e p u b l i c s of a cosmopol i tan populace , who had througed t o
watch a n i n t e r n a t i o n a l f o o t u a l l mntch , t h e p o p u l a r i t y image of NEPA would be boos ted through p u b l i c r e l a t i o n s c ~ r t o o n o r
p o s t e r s some of which would r e a d "It i s good t o t r u s t N E P A w ,
o r NEPA i s o u r baby, ~ u t when t h e supply of l i g h t f a i l s - t h e image of NEPA s u f f e r s , I n o t h e r words - p u b l i c r e l a t i o n s i n p u t communications b u i l d s o r b r e a k s t h e image of NEPA as a
p a r a s t n t n l s .
The s t r u c t u r e of t h e s e government p a r a s t a t a l s i s such
t h a t i n fo rma t ion f low i s very neces sa ry t o enhance and
promote t h e o p e r a t i o n s / a c t i v i t i e s of such p a r a s t a l s , F o r
i n s t n n c e , t h e N ige r i an customs and E x c i s e - a d i v i s i o n of t h e F e d e r a l M i n i s t r y of F i n ~ n c e , i s one such p a r a s t a t u s .
The development and packaging of i n fo rma t ion concern ing
t h e a c t i v i t i e s of customs and e x c i s e i s fundamental , and demands
3.
p u b l i c s u n d e r s t a n d i n g o f t h e a c t i v i t i e s , f u n a t i o n s a n d
e x p e c t a t i o n s from t h e r e l e v a n t p u b l i c s . Such i s main ly
t h e d u t i e s of t h e p u b l i c r e l a t i o n s d e p a r t m e n t o f t h e
N i g e r i n n Customs and E x c i s e , which fimong o t h e t h i n g s
cnsur les t h a t :
- t h e p u b l i c s o f t h e N i g e r i a n Customs & E x c i s e a r e w e l l in formed a b o u t what a r e e x p e c t e d o f them.
- i m p o r t s and e x p o r t s r e g u l a t i o n s a r e w e l l u n d e r s t o o d and compl ied w i t h .
- t h e i m p o r t a t i o n of f a k e and c o u n t e r f e i t good a r e p r o h i b i t e d by .laws.
- banned o r p r o h i b i t e d goods must n o t be impor ted t r a d e d o r c a r r i e d by p e d d l e r s .
- t h e concealment of d r u g s o r o t h e r bnnned trnd dangerous i t e m s a r e o f f e n c e p u n i s h a b l e by laws.
- l o c a l l y produced goods must conform t o s t a n d a r d s i n q u a l i t y , q u a n t i t y and p r e s c r i b e d components must b e r i g h t .
- f a l s e d e c l a r a t i o n of i n v o i c e s is a n o f f e n c e p u n i s h a b l e by t h e laws.
- u n d e r p ~ y m e n t of d u t i e s , s o a s t o d e f r a u d t h e f e d e r a l gover rment i s a l s o a c r i m i n a l o f f e n c e .
- smuggl ing o f goods i n t o o r o u t o f t h e c o u n t r y w i t h o u t due c u s t o m ' s a u t h o r i s a t i o n are a l s o ubhored a n d l i a b l e t o
punishment ,
4.
- t o t h e i n t e r n a l p u b l i c s - c o l l u s i o n w i t h i m p o r t e r s o r manuf a c t u r c r s t o e i t hc r o v c r - i n v o i c e o r u n d e r - i n v o i c e
impor t o r e x p o r t a c t i v i t i e s , s o R S t o pay i n c o r r e c t
d u t i e s , t h e r e b y s h o r t - c h a n g i n g t h e government i s a n o t h e r a c t of g r o s s misconduc t , a160 l i a b l e t o s e v e r e s a n c t i o ~ l s
on a p p r e h c n s i o n , e t c .
Another p a r a s t a t a u s , NITET, PLc, is o n e hhose a c t i v i t i e s
dc serves e x t e ~ ~ s i \ e j nformir t i o n and ~ \ V O - W R Y communicat ion f l o w
between h e r and h e r cus tomer p u u l - i c s , Among, t h e f u n c t i o n s
o f puol i c r e 1 a t i o n s o r i n c u t s aimed a t i n f o r m n t i o n development
nnd d i s e m i n i l t i o n b i t h h e r i n t t r n a l and e x t e r n a l p u ~ l i c s
irrcl u(1es:-
- f n d o c t r i m ~ t i o n k o r k s h o p s , s e m i n a r s and symposia aimed a t i n c u l c a t i n g p u u l i c r e l ~ t i o n s c u l t u r e s / c o n s c i o u s n c s s i n t o
i~lTf;;L, employees ( ~ o g u l u i ~ a , 2000: I R ) , s o a s t o enhance
c o r t l i a l r e l a t i o n s h i p between them nnd NITEL cus tomers .
- Orgnnis i l lg m t e t i n g s , soci .01 f u u c t i o n s nnd e n t e r t a i ~ ~ ~ e n t f o r a f o r t h e employees aimed a t c n c o u r e g i n q o r f o s t c r i n g
h e a l t h y i n t c r n c t i o n s among a l l t h c r a n k of crnployees end
t h e management,
- I n f o r m i n 2 luTT11:I p u ~ l i ~ s on how tlnd \ \ h e r e t o p,o f o r payment o f t e l cphone b i l l s ,
- Answering t o c u s t o m e r s t compa in t s and i n f o r m i n g t h e . r e l e v a n t 11roi ntennnce o r f a u l t c o r r e c t i o n u r ~ i ts accordingl .y
t o t a k e a p p r o p r i a t e n c t i o ~ s .
5 .
- Warnin(; t h e p u b l i c nbout t h e c lar~gers of v a n d a l l s i u g .~,a'~'riI, c n b l e s o r s ~ b o t a g i r ~ g NiTEI., lines.
- J i r f o r ~ , i ng xhc consumer p u b l i c s a b o u t t t ~ c s c r v i c e s a v a i l a b l e i n or' from ,,lTl+;l, and how t o o b t n i u them c t c .
Again , t h e f e d e r a l government h a s t r i e d t o enhance
t h e development o f any p a r n s t a t n l s t h a t have bccn known f o r
t h c i r p,ood works and f o m n r d - l o o k i n s prosrnrnrnes. F o r example, .,ITEL growth i s measured ~y the m e r n b c r b s o f s u b s c r i b e r s
a n d who p ~ r t o r ~ i s e ,.ITEL and pny money t o t h a t e f f e c t . NEPA
c q u i i l l y gro\ , s t h r o u g h ~ n e same p r o c e s s e s s of p u b l i c p a t r o n a g e s
m s e d on t h e degree o f p u b l i c awareness a n d p a t r o n a g e s o f tne
a c t i v i t i e s o f s u c h y a r u s t f i t a l s , here i1r.t: sonre other' pura-
s t a t i l l s such a s t h e Agric. Development O r g a n i z a t i o n , T h e i r
growth and development s t e m t'rom t h e p o s i t i o n t h a t p u u l i c
r e l a t i o n s p r o j e c t s t h e i r e s t ~ b l i s h m e n t s . An v a r i o u s i n s t a n c e ,
p u b l i c rel . i l t . ions p r a c t i c e s nave f a l l e n Ihe l j k e n e s s of p u b l i c
en1 i q h t elAment p o s t u r e by p o r t r n y i ng t h e l i n m e n t l i g h t s of
he u e n e f i t s i h r ~ t some a L s c u r e i n s t i t u t t o n s engender t o
s o c i e t i e s i n which a r c s i $ u n t e d , A s R J ~ C H ~ Y s t a t e d , p u b l i c
r e l a t i o n s activities o r i n p u t progranuncs h e l p t h e p u u l i c
u n d c r s t n n d whnt some p a r a s t a t a l s are d o i n g o r t h e s o c i a k
s c r v i c e s o b t a i n e d fr-orr~ such p a r n s t a t a l s , r ' i ~ a t a l s o , h e l p s
t h e p u b l i c t o p l a c e v a l u e assessments on the v n r i o u s t s t ~ t u s
o f t h e v a r i o u s p a r a s t a t n l s .
The mere p u b l i c r e l a t i o n s ske t chy drawing showing a
p ~ i t e r n e d example 'o f a d e p i c t i n g t h e s i m p l e s t form of a t iwe
h a b i t a t i o n t h a t any hi,eri€tn could own i n a l i f e - b r i n g s
mind nous iug b o r p o r n t i o u s programmes, '$he importance o r
wokth of a l i v i n g house f o r p e r s o n a l h a b i t a t i o n i m r ~ e d i a t e l y
r e g i s t e r e d i n evcryuody' s mind. .rhe f e d e r a l goveruwentl s
nous ing uevelopmcnt programme Board a l s o hns 8 p u u l i c
r e l a t i o n s p o s t e r n a s a p o s t e r f a m i l y plannirlg programme
showing n h e a v i l y pregnntlt v i l l a g e woman c a r r y i n g fire-wood
on h e r head and a l i t t l e c h i l d a t h c r back y e t nnother
c h i l d c lo th i r rg t h e mothers t a t h e r e d Liapper, and about
few o t h e r c h i l d r e n o f a lmos t of t h e same age , a11 walk iug
8nd running a f t e r t h e i r ovcr- laden pregnant t i r e d mother.
i n e womnnls husband was shown r i d i t k g an o l d b i c y c l e w i t h
y e t some o t h e r c h i l d r e n f0110~ i i . g - t h e informatioi . ~ommunica ted h e r e is t h a t of f a m i l y p l ann ing and t h e
consequences of unplanned f ami ly e f f e c t s . An t h e eame
v e i n as t h i s photograph i s ano the r photograph showing
some c h i l d r e n s u f f e r i n g from d i a r r i e h and t h e p o s s i b l e
c u r e f o r such p a t i e n t c h i l d , r h e s e c a r t o o n photographa
communicate i n fo rma t ion on h e a l t h - c a r e s e r v i c e s o f f e r i n g 8
by t h e tlrr p-ederal k i ~ r i s t r y of Hea l th .
Var ious government' s p a r a s t a t a l s nave no p u b l i c
e n l i . ~ h t e n m e n t u n i t s i n themse lves , and t h e r e f o r e t h e
p u b l i c r e l a t i o n s u n i t s become tile one major u n i t t h a t
communicates t h e a c t i v i t i e s of such p a r a s t a t a l s t o t h e
pub l i c . Where any p a r a s t a t a l s a r e c r e a t e d - t n e i r r e l a t i v e ass ignments and t h e i r modes of o p e r a t i o n are
e v e n t u n r l y communicated t o t h e p u b l i c th rough p u b l i c
r e l a t i o n s i n p u t programmes. lhrougir p u b l i c r e l a t i o n s
programmes, as c;ommurricated t h e p u b l i c b e g i n s t o p a t r o n i c
t h e a c t i v i t i e s o f t h e p a r a s t a t a l s and t h e r e f o r e h e l p t o
make i t s growth and s u r v i v a l eminent.
1.2 STATEMENT OF PROBLEM
( 3 ) P u b l i c r e l a t i o n s communication programmes a r e y e t no t
unders tood by many N i g e r i a n s , and t h e r e f o r e i t s e f f e c t s
a r e y e t t o come o f age w i t h i n t h e N ige r i an p u b l i c s .
Even t h e ve ry p u b l i c r e l a t i o n concept i t c e l f i s s t i l l
hazzy i n terms of what i t could c o n t r i b u t e o r o t h e r w i s e ,
i n t h e a n a l y s i s of any o r g a n i s a t i o n l s p rogress .
( 2 ) Development of i n fo rma t ion on p a r a s t a t a l s i s a p r o c e s s
t h n t grows with v a r i o u s p a r n s t a t a l s themselves. Where
a pa ra s t i a t a l o r g a n i s a t i o n s knows whet i t s ass ignments
should be , i t w i l l no t be d i f f i c u l t t o develop g rob th
p o t e n t i a l s , Wht~t t h e p a r a s t a t a l s do nnd t h e degree of
u t i l i t y t h e p u b l i c d e r i v e s from such a c t i v i t i e s h e l p
8,
t o promote t h e s t a t u s o f such p a r a s t a t a l s and t h e r e f o r e
h e l p i t s m a t e r i a l and f i n a n c i f i l growth and t h e r e f o r e
i t s s u r v i v a l .
(3) Most p a r a s t a t a l s c a n n o t a f f o r d t h e e s t a b l ishrnent o f
P.R. u n i t and t h e r e f o r e must make i t s own e f f o r t s t o
grow and make t h e p u b l i c h e a r a b o u t i t s e x i s t e n c e .
Some p a r a s t a t a l s a r r a n p e f o r t h e r e own workshops which
c o u l d h e l p promote i t s a c t i v i t i e s . P u b l i c communicat ion
programmes a r e c o s t l y and t i m e consuming, Some p a r n s t a t -
a l s may n o t have t h e f i n a n c i a l r e q u i r e m e n t s f o r s u c h
communicat ion growth. Accord ing i t a r r n n e e s t o communi-
c a t e i t s growth progrnmmcs by i t s o r g a n s o t h e r t h a n P.R,
3.3 STATEMENT OF SIGNIFICANCE
(1) The s t u d y on t h e e f f e c t s o f P.K. i n p u t communicat ion
toward t h e devel-opment and growth o f p a r a s t a t a l s h a s
been v e r y rewarding, Da ta s o c o l l e c t e d i n t h e c a u s e
o f t h i s s t u d y now c o n s t i t u t e t h e bed-rock on which
some s c h o l - a r s a r e b u i l d i n g p r o p o s a l s f o r f u r t h e r
i n s i a h t f u l r e s e a r c h on t h a t s u b j e c t . L i t t l e i n f o r m a t i o n
a n d , i n d e e d i n s i g n i f i c a n t l i t e r a t u r e e x i s t o n t h e s u b j e c t
o f P.R. a c t i v i t i e s and t h e development of p a r a s t a t a l s ,
T h i s s t u d y g i v e s f u r t h e r c r e d e n c e of' f u r t h c r s t u d i e s i n
t h i s impor t i jn t f i e l d o f knowledge.
9,
(2) The s i g n i f i c a n c e o f t h i s s t u d y , a e a i n , stem f rom t h e f a c t
t h a t r e f e r e n c e m a t e r i a l s on gove rnmen t p a r a s t a t a l s a n d t h e
g r o w t h o f s u c h p a r a s t a l s t h r o u g h t h e i n f l u e n c e o f P.R,
e f f o r t s , are l a c k i n g , W i t h t h e p r e s e n t s t u d i e s r e s e a r c h e r s
c a n now o b t a i n sowe r e f e r e n c e s f r o m t h i s s t u d y .
The g r o w t h a n d deve lopmen t of gove rnmen t p o r n s t a t u l s is
o n e o f t h e k e y f a c t o r s t h e f e d e r a l govcrnrn~. r l t , a n d i n d e e d
t h c p i ' l r n s t i l t n l s thcmsel .ves would l i k e t o c h e r i s h , Any
r e s e a r c h s t u d i c s t h a t p r o v i d e c l u c s t o a n y s t r n t e g i es ,
d e p i c t i n g s u c h government i n d i c l e s would be welcome,
( 4 ) Through r e s c a r S c h i n f o r m a t i o n t h e govern toent h a v e b e e n drawn
t o rlo s o m e t h i n g n e w t o improve t h e s t a t r ~ s o f t h e p a r a s t a t a l s
t h e n ~ s e l v c s . T h i s rescbnrch f i n d i n g s and recornnicnda t ions ,
would g o a l o n g way t o ennb1.e g o v e r n n ~ e n t r e l y c o n f i d e n c e
i n t h e e f f e c t i v e n e s s o f p a r a s t t i t a l s a n d t h e r e f o r e , c o n c e i v e
further means o f i i ~ c r c d l s i i l g o r r a t h e r e x p l a n d i n g t h e
r e s p o n s i b i l i t y o f s u c h p a r a s t ; ~ t a l s , The s i t u a t i o n c a n leiad
t o f u r t h e r g r o b t h o f p a r a s t n t n l s ,
1 - 4 Sl'ATE:F!ENT OF 1IY POTIICSIS
'The fo l l .ok l ing h y p o t h e s i s have b e e n dcduccd f rom t h e
a r ~ u n ~ e n t s o f this t o p i c , The h y p o t h e t i c a l s t a t e n w n t s would
u c t e s t e d f o r a n y c o l l a h o r n t i o n s h i t h t h e t o p i c o f t h e s t u d y .
1 ) n l : ~ n e r e i s r e l a t i o n s h i p be twccn Ihc e f f e c t o f P,R,
i n p u t proyrammcs a n d t h e r e l a t i v e g rowtn a n d
10.
developulent of jiovcrnri~c.nt p a r a s t a t a 1 s.
no: T h e r e i s no ro1Rt:iorrship bclwecn t h e e f f e c t i v e o f
P.R. i n p u t programmes and the r e l a t e d g r o w t r ~ and
devcloprncnt o f p a r a s t a t n l s .
l n e r e is c o r r e l l a t i o n uetwcen p u b l i c r e l a t i o n s
communication i n p u t programnlcs and t h e growth and
development o f ! ) a r a s t f i t a l s .
' lVnere i s 1 1 0 c o l ' r c l l a t i o n .,e tween p u b l i c r e l a t i o n s
commuirica t i on i n p u t progrirrnrncs arid t h c grow tti and
devcl.opnlent o f p a r n s t a t n l s.
l h c r e i s r e l n t i o n s h i p hetween P.1i. communication
s t r a t c ~ i c s i n t h c devcloprnc..t o f p a r f l s t a t a l s and
t h e e f f e c t i v e n c s s o f pa ras ta t t ! l . f u u c t i o n s .
Thcre i s n o r e 1 n t i o n s h i p octween P,I:. cornrnun~cation
i n p u t programmes and t h c growth ijnd devcblopmen~ of
p a r n s t n t n l s .
P.X. c;omrr~unicntion programmes nas muci~ t o do w i t h
t h e e f f e c t i v e pe r fo rmnnces o f m y p r a s t a t a l
f ~ t ~ c t i o n a r i c s ,
P . I ~ , c o n i m u n i c ~ t i o n programmes hrls n o t much t o do
w i t h t h e e f f e c t i v e pe r fo rmance of any p a r a s t a t a l
f uric ~ i o n a r i e s .
10.
development of govcrnn~ent paras t a t n l s.
no: There is no ru ln t - ionship bcLween t h e e f f e c t i v e of
P.R. i npu t programnies and tile r e l a t e d growtr~ and
developrncnt of p a r a s t a t n l s .
f 2 ) HI: 11 here is c o r r e l l a t i o n uetween p u b l i c r e l a t i o n s
communication inpu t programmes and t h e growth and
developrne~lt of ! )aras t a t ~ l s .
no: 'l 'ncre i s 110 c o ~ * r e l l i l t i o n twccn pub l i c re1.n t i o n s
commu~licnt ion i n p u t prograrnrncs arid t he grow tti and
devcl.opnient of parns ta t:\l s .
(3) n,: ' here i s r e l n t i o n s h i p between P.N. communication
s t r n t e ~ i c s i n thc clevc'lopmc..t of p a r a s t a t a l s a n d
the e f f c c t i v e n c s s of parastute!l. fuuc t ions .
,Ac,: Thcre i s no re1 a t i o n s h i p optween I>. I:. conm~un~cntion
i n p u t programales and t h e growth ijnd devcblopmen~ of
p a r a s t n t a l s .
4 ) H i : P.R. ~ommunicntion prop;rammses has muci. t o do wi th
t h e e f f e c t i v e perforalrrnces of ctny p a r a s t a t a l
f ~ ~ ~ c t i o n a r i e s .
no: Pel
urle o f t h e m a j o r o o j e c t r v o s of t h e p r o j e k t s t u d i e s
i s t h a t s u c h s t u d y is r e q u i r e d uy t h e D e p a r t m e n t o f
p l a r k e t i n ~ , F a c u l t y o f tjus. A t l m i r ~ i s t r a t i o n , U.N.E.C. f o r t h e a n , jwr ,d o f p i u s t c r s Uegree i n t h e Uepa r tmen t
o f M a r k e t i n g .
The s t u d y \ r i l l be a b l e t o x - r ay i n f o r m t i o n on t h e
r e l a t i o n s h i p 6 be tween i h c g r o w t h nnd deve lopmen t o f
govcrnmcnt p a r n s t e t n t n l s and t h e i n p u t s f rom P.1l.
c o m ~ n n n i c a t i o n s s t r a t e g i e s . EIost o f t e n , t h e p u b l i c
d o u l ) t s t h e relevance o f P.R. a c t i v i t i e s i n p u t s i n t h e
(1cve.l oprncnt p r o g r e s s i o n o f o r g a n i z a t i o n s s u c h a s g o v t .
p a r a s t a t a l s.
Thc s t u d y s h o u l d bc a b l e t o c s t n b l i s h a n u ~ l d e r s t a n d i n g
bc twcen 11.R. a c t i v i t i e s and o r g a n i z a t i o n a l g rowth
i m p e r n t i vcds e s p e c i a l l y , i n t c rms o f t h e n a t u r e of
c o n t r i w t i o n s t h a t P.11, is e x p e c t e d t o make.
1). 1:. corrrrwnicti t i o n i n p u t s i n o r g a n i z a t i o n s have v a r i o u s
p h a s e s o f i n d c r p l b e t a t i o , ~ . Somc ct ' lmun ica t ion i n p u t s
d e a l k i t h o r g i t n i s a t i o n ' s g;ro\rtth , sonic tien1 w i t h i m a ~ e Launder i r lgs , sornc d e a l o r g a n i s a t i o n s p r o d u c t s
and t h e s t a t u s o f s u c h p r o d u c t s s o c i a l l y o r e c o n o m i , a l l y
o r pol i t i c a l l y , I n nl.1 c i r c r l m s t n n c e s , t h e P.R.
cornniunicntj on i n p u t s c f f e c t nave n lwnys t a k e n t h e
form o f e u l o q y t o t!lc o r p p n i s a t i 011s g r o w t h image a n d
staC11s.
The scope o f t h i s s t u d y i s Erlugu m e t r o p o l i s .
I n c i d e n t a l l y , Chcre a r c n o t much o f f e d e r a l government
p n r ~ n s t a t a l s i n 11:nugu S t a t e . There a r e , however, a good
number o f p a r n s t a t a l i n , l ~ ~ d i n g tl la t o f stcite governments
R r e a v a i l n b l c t o e n a b l e ti r e s e n r c r l e r p r o c u s s H s t u d y o f
t h i s n t i ture .
Enugu r n c t r o p o l i t ~ n h a m l e t s is q u i t e e x p e n s i v e if one
has t o coJ l c c t data from p n r a s t a t a l s l i k e Al;PA, NI'I'I~L
o r Customs & E x c i s e , o r ~ m ~ ~ ~ i g r a t i o n o r even from t h e
p o l i c e A f f a i r s . E a ~ n o f t h e s e p a r n s t a t a l n a s i t s
v n r i o u s o f f j c e s l o c a t e d a l l o v e r t h e archa and most of may
have P.R. a c t i v i t i e s i n p u t s i l l heir v a r i e d f u n c t i o n s .
1 ,7 STATL?:IIN'rS OF 1 ,IMITATIunS
T h i s s t u d y has i t s d n t a in fo rmt , t ion o n l y w i t h i n t h e
n r c a s o f s c o p e j u r i s d i c t i o n s . l t i s p o s s i b l e t o have
e x t e n d e d o r expanded t h e i n f o r m a t i o n c o l l e c ~ i o n from a r e a
a c r o s s t h i s scope. Such a d d e d i n f o r m a t i o n would w a v e
p r o v i d e d a s u p e r i o r i n f o r m a t i o n on t h e t o p i c and c o u l d
nnve g i v e n a d i f f e r e n t p i c t u r e i n t h e a n a l y s i s o f d a t a .
~ u t t h e r e s e a r c h concert led t h e i n v o l v e ~ ~ ~ e n t o f s t u d e l i t s - who had no funds t o b u t t r c s s Che e x - t r a c o s t of s u c h
e x t e n s i v e a d v e n t u r e . T h i s s t u d y i s l i m i t e d L O t h e narrow
degree w i t h i n L I I ~ s t u d y scope .
13.
P'urther s t i l l , nowever, he s tudy has t o be
s u b t l ~ i t t e d wi th i l l l i m i t e d t ime ctimcnsion. S t u d e n t s
r e s e a r c h s t u d y must be submi t t ed a t des ignnted t ime
and processed a t de s igna t ed t ime per iod . Anything
o u t s i d e t h i s s t i p u l a t e d t ime r e n d e r s t h e s tudy impotent .
' I ' h i s l n f e r s t h a t t h e stucly w u s t be , ~ a d e w i t h i h n s t a l e d
t ime and suor~ri t t e d i m u ~ e d i n t ~ i y .
1.8 PROFILE O F NITEL ( A S A CASE STUDY)
NITEL a s a f e d e r a l government p a r a s t a t a l s w a s carved ou t
from ~ i g e r i a , Pos t and t e l e g r a p h o r g a n i z a t i o n - r e s p o n s i b l e f o r p o s t a l s e r v i c e s i n c l u d i n g te lecommunicat ion departments.
I n i t i a l l y , t h e o r g a n i s a t i o n used t o be known oy v a r i o u s names
depending on what a s s i ~ ~ n n i c n t s i t has t o do. P o s t s 8nd
t e l cpraphs , N igc r i a t e lccon~n~i in icu t i o n company , c t c . L a t e r t h e tc lecommur~icat ion appnndsge was removed, and e v e n t u a l l y
tile KTTET, company emerged.
I\1I'I'KI, company s e r v i c c s were c1i v i d c d i n t o a d m i n i s t r a t i v e
zones, T h e South E a s t e r n Zone i s mijde u p of Auambra, Il:nugu,
Tmo, Cross R i v e r , R i v e r s and Akwa-Ioom S t a t e s . The ai zonal
t c r r i t o r j a l h e a d q u a r t e r s i s s f t u a t c d a t Enugu metropol.ice and
g e n e r a l l y hcadec! oy a g e n e r a l manager - a s s i s t c d by an a s s i s t a n t gerlcral nlanfqqcr.
T h e v a r i o u s zonal 1 e r r i t o r i c s own ~lilnlopy 1 ) i ~ ; i Cal Exchimge
p:achi 1lc.s h i t h dc f inc~d I 1 1 s t n 11 etl ~ a p i ~ ~ i t i c s . The c i ip i lc i t i es
o r t h e s e cligititl. exchange l i r ~ e s - vary depending on t h e
14.
popri lat- ion e s t i m a t e of' s u b s c ~ * i ~ c r l i v i n g with111 t h e
arcas zones ,
*lbhe growth o f t h e zones depends on t h e d e g r e e of
s u ~ s c r i b e r s and t h e i r l e v e l s o f s u b s c r i p t i o r ~ s fundinr;
p e r i o c ! i c a l l y . The h i g n e r t h e s u l ) s c r . i p t i o n s - t l ig!~er t h e
funcfinq re;] 1 i znblc , ~ n 1a;nuyr.u ~ ~ ~ c t r o p o l I c e , t h e ~ ~ u r n b c r of
s u o s c r i b c r s co r i t inucs t o in^ r c a s e and s o a 1 s o t h e c o n n e c t i o n
l i r ics . S u b s c r i p t i o n s a r c a lways h i ~ h i n n ~ c t r o p o l i t r l n
c i t i e s , and i n a r e a s , bhere t h e l e v e l o f L u s i n c s s c s and
g o v e r ~ l , , ~ c n t l s p r e s e n c e i s heavy, t h e p a t r o n a g e i s a lways
h i g h , I t i s import t rnt t o r e a l i z e t h a t - t h e l e ~ e l of s u t > s c r B i t ~ c r s - pntronup;es, equa l1 y 14clps t o de tv rmine t h e dcgrcc of r e a l i z t l b l e funcling fclntl t h n t a l s o n e l p t h e growt l r
c a t c e o r i z a t i on of NI ILL p a r a s t a t ~ l . I n v i l r i o u s wnys, hITEL
z o ~ ~ c s compute w i t h one a n o t h e r f o r cus tomer p a t r o n a g e s
a n d t11crcfor.c f o r growth i n c t i c i c s ,
I{cscurch a1 s o conf irlu t h a t t h e activities o f P,lr, a n d
t h c corr~mu~~icn t i o n i n p u t programnbcgs h e l p t o s w e l l t h e growth
potcnt l s o f most p n r a s t n t a l s l i k e AITICL. ' ihe o f f i c e o f the
p , R . was n o t ~ o l l s i d e r e c l i m p o r t a n t i n NLTLJ.,, u n t i l t h e l a t e
1980s, when i n d i g e n i z a t i o n s t a r t e d t o make impac t i n N i g e r i a ,
Plilny ~ i g e r i e n s s t a r t e d t o e s t a b l i s h v a r i o u s t y p e s of u u e i n e s s e s
n e e d i n g tlrc ! ,.\-olvenrenl-s of t e l e p h o n e s e r w i c e s . A p p l i c a t i o n s
f o r t c l e p n o n e c ~ . ~ n e c t i o n s uccnme e x p l o s i v e , AI'L'EI, o f f i c e s
were k e p t ~ u s y and P.R. s e r v i c e s became e x t e n s i v e , as
p e o p l e rushed t o g e t tel-epnone s e r v i c e s connected t o
t h e i r uusiness l o c ~ t i o n s . A s t h n t nappens, growth o f t h e
p a r a s t a t n l i s become emminent and t h e p r a c t i c e o f P.R. and
its commuuication i n p u t s - expanded i n both scope and i n i ts d i m e n s i o . ~ ~ .
REFERENCES
Ehikwe, Andrew: (ZOO), " I . ~ t e g r a t i n g t h e T r a d i t i o ~ ~ a l i;oueuni- c a t i o n s System w i t h ~ o d e r n Sys tems i n P u b l i c R e l a t i o n s P r a c i i c e N , , Journa l of P.R. hanagement , E t~ugu
I-IeSc/PGD P u b l i c k e l a t i o n s Programme, u ~ ~ i v e r s i t y o f 2,igeri.a - Enugu ,ampus, p, 4,
~rwosu, lkechukwu: ( l 9 9 6 ) , E f f e c t i v e media W r i t i n g , Enugu: E - uok P u b l i s h e r s , p.2.
lack, Sam: (1989), I n t r o d u c t i o n t o P u b l i c R e l a t i o n s , London: blodino P r e s s L i m i t e d , p, 3,
S a l u , Adekunle 0: ( 1994) U n d e r s t a n d i n g Pub1i.c R e l a t i o n s , l .agos: Ta lkback P s b l i s h c r s L i m i t e d ,
Ehikwe, Andrew: (2000) op, c i t , p , 4 .
K o t l c r , P h i l i p (1997) M a r k e t i n g Management: A n a l y s i s P l a n n i n g and C o n t r o l (93- D e l h i : P r e n t i c e H a l l I n t . , p-605,
Moguluwa, STIed: (2000) : Wow N i g e r i a n F i r m s c a n I n c u l c a t e P u b l i c R e l a t i o n s C u l t u r e s / C o n s c i o u s n e s s i n t o t h c i r employee^^^, J o l i r ~ ~ u l o f P,R, Management, vo1,3, N o e l , E n u p , UNKC, p.18.
Block , Sam: (1989) , op, cit,, p , l 5 ,
CHAPTER TWO
I,ITI.:KATUItE: R l S V I r n
2 . 1 PUBLIC IIELATIONS
P u o l i c R e l a t i o n s i s d e f i n e d by t h e B r i t i s h I n s t i t u t e
of P u b l i c R e l a t i o n s (IPR) and t t t h e d e l i b e r a t e , p l a n n e d
and s u s t a i n e d e f f o r t t o e s t a b l i s h and m a i n t a i n mutua l
u n d e r s t , ? n d i n g between a n o r g a n i s a t i o n and i t s p u b l i c s H .
The I n t e r n a t i o n a l P u b l i c R e l a t i o n s A s s o c i a t i o n s (IPIU) , d e f i n e d p u b l i c r e l ~ t i o n s a s l l t h e a r t and s o c i a l s c i e n c e o f
a n a l y s i n g t r e n d s , p r e d i c t i n g t h c i r consequences , c o u n s e l l i n g
o r g a n i s a t iona.1. l e a d e r s and implement i n g p l a n n e d programmes
o f a c t i o n , which hou1.d 1)c:ncfit b o t h t h e o r ' g n n i s a t i o n a n d
t h e p u b l i c t t ( I R D ; Mexican s t a t e m e n t : 1978).
A n American v e t e r a n p u b l i c r e l a t i o n s e x p o r t , Edward
Uerneys ( 3 9 6 3 ~ 3 ) d e s c r i b e d i t a s : " t h e a t t e m p t by p e r s u a s i o n ,
i n f o r m a t i o n and a d j u s t m e n t t o e n g i n e e r p u b l i c c o n s e n t f o r
a n a c t i v i t y , c o u r s e , p r o j e c t o r p r o g r 8 m e N . Whi le , a s a
management f u n c t i o n , a n o t h e r American p u b l i c r e l a t i o n s
p r n c t i t i o n e r , Rex Harlow (1976,p.35) o b s e r v e d t h a t : " p u b l i c
r e l . a t i o n s i s H d i s t i n c t i v e management f u n c t i o n , which h e l p s
t o e s t a b l i s h and mair l ta in mul;uaP l i n e s of communicat ion,
a c c e p t n i ~ c e and c o o p e r a t i o n ~ e t w e e n its o r g a n i s a t i o n and i t s
p u b l i c s ; . involved t h c mrinagcrncnt o f problems o r i s s u e s ,
18 ,
h e l p s man;~gemc:~t t o keep i n f o r a ~ c d on and r e s p o n s i v e t o
p u b l i c o p i n i o n , d e f i n e s anti eml)hnsiscs t h e r c s p o n s i b i l i t y
o f rntt ~ l a ~ e r n c n t to s c r v c t l ~ c pub1 i c i n t c r e s t ; h e l p s n~anngcment
t o keep a b r e a s t o f itnd e f f e c t i v e l y u t i l i s e change; s c r v i n g
a s an e n r l y \ ~ a r n i n g system l o h e l p i ~ n l i c i p i l t c t r e n d s and
u s e s r e s e u r c h i ~ r l t l sountl c: tbi i till cornlr~ut~j cctt i o n t e c h n i q u e s
H S i t s p r i l l c i 1 ) a l t o o l sll,
From t l tc l'or-c.pping, w e c o u l d r;;tt.t~er I h a t t i le ma jo r
t h r u s t o f p u b l i c r e l a t i o n s i s t o c r e a t e and s u s t a i n mutua l
u n d e r s t a n d i n g , c o r d i a l . r e l a t i o n s h i p s , c o o p e r a t i o n and
s u p p o r t be tween a n o r g a n i s a t i o n and h e r p u b l i c s i n o r d e r
t o f o s t e r a h e a l t h y / p e a c e f u l c1inwt.e o f o p e r n t j o n s t h a t
would e n a b l e t h e o r g a n i s a t i o n n c h i e v e h e r c o r p o r a t e g o a l s
and o b j e c t i v e s , s o f a r a s s u c h o b j e c t i v e s are e t h i c a l and
s o c i a 1 l . y harm1 ess t o s o c i e t a l i n t e r e s t s ,
Every pub1 i c r e l u t i o n s programme, a c c o r d i n g t o Sam
Black (1989:23) "must be based on t r u t h and f u l l i n f o r m a t i o n
a n d c a n n o t be used t o s u p p o r t a weak case, P u b l i c r e l n t i o n s
cnn s u c c e e d o n l y when t h e b a s i c p o l i c y i s e t h i c a l and t h e
mcfins used a r e r i g h t . I n p u b l i c r e l n t i o n s , t h e ends c a n
n e v e r j u s t i f y t h e u s e o f f a l s e , harmfl i l o r q u e s t i o n a b l e
means1',
19.
I n support in^ t h i s v iew, n v e t c r A n Nigcbrinn p u b l i c
r c l t t t i o n s e x p o r t , Sam Epel e ( 3976) warned t h a t " p u b l i c
r e l n t i o n s c a n n o t b e u s e d t o w h i t e w a s h p o o r mancagemcnt
p r a c t i c e s Rnd i t is t h e r e f o r e e s s e n t i a l t o make t h e
o r g a n i s a t i o n ' s r u l e s , a i m s a n d c f f o r ts c o n s t r u c t i v e a n d
p o s i t i v e M ,
b e c o u l d t h e n s e c t h a t c o n t r a r y t o some c r r o n e o u s
b e l i e f s , p u b l i c r e l a t i o n s d o c s n o t mcnn urown e n v e l o p e s
(Nwosu:3996) o r b r i b i n g p e o p l e i n o r d e r t o g c t what o n e
w a n t s , b u t c o m m u ~ l i c a t i n g e f f e c t i v e l y on y o u r n o b l e
a c t i v i t i e s and e n s u r i n g a s o c i a l 1 y harmomious e n v i r o n m e n t
o f o p e r a t i o n s o r r e l a t i o n s h i p s w i t h y o u r p u b l i c s .
2.2 COMMUNICATION
I n s i m p l e t e r m s c o n i ~ n u n i c a t i o n c o u l d b e s a i d t o be
a n y form o f messFIge s e n t from n s o u r c e , t h r o u g h a media
o r c h a n n e l ~ n d r e c e i v e d by a n o t h e r s o u r c e . I n t h e v i e w s
of R o g e r s ( 1 9 7 6 ) , communica t ion i s t h e p l B o c e s s by b h i c h
a n i d e a i s t r n n s f e r e d from a s o u r c c t o a r e c e i v e r w i t h t h e
i n t e n t i o n o f c h a n g i n g h i s o r h e r b c h a v i o u r . The communica t ion
p r o c e s s , accol-cli ng t o o n y e b u a ~ u CcS, ( 3997: 21) " i n c l u d e s a
s e n d e r who e n c o d c s a mesFage, which i s t h e n t r a n s m i t t e d
t h r o u g h a message c h a n n e l and 8 r e c e i v e r , who d e c o d e s t h e
20,
m e s s a g e a n d p r o v i d e s a f e e d b a c k t o t h e s e n d e r , E n c o d i n g
is t h e f i r s t step i n t h e communicn t ion p r o c e s s when t h e
s e n d e r p u t s a t h o u g h t o r i d e a i n t o w o r d s , a c t i o n s o r
symbols f l ,
However , Sam H l a c k (1989: 119) t e l l s u s t h t l t i n
p u b l i c r e l . ~ t i o n s , communica t ion is n o t c o m p l e t e w i t h o u t
n f cedback . S o , p u b l i c r e l a t i o n s e m p h n s i s e s e f f e c t i v e
two-wey communica t ion i n a 1 1 it d o e s , \ ; h i ch i s t o s a y ,
NITEL s h o u l d n o t i n s t i t u t e con lmun io~ l t i on mechanisms f o r
r e a c h i n g o u t t o i t s p u b l i c s , b u t a l s o mcbchanisms f o r
l e t t i n g the p u b l - i c s a i r t h e i r own v i e w s bnck t o NITEL.
Communicnt ion t o Nwosu (1996: 1) h a v e i t s o r i g i n i n
t h e l i l l i n w o r d l lCommunicarew wh ich rrienns t o s h a r e o r
e s t t t l ) l i s h cornnlonness a n d errtai 1 s s h ~ r i n f f o f m c a n i n ~ s ,
i d e a s , t h o u a h l s, c x p c r i c n c e s , i n f o n r l n t i o n o r o p i n i o n s
from p e r s o n I o p e r s o o , frorn p e r s o n t o f ? roup , o r f rom
Rroup t o g r o u p , M c a l s o d c f i n e d i t a s a n i n t e r - c o n v e y e n c e ,
i n t e r - t r n n s m i s s j on o r i n t t r - c x c h n n ~ y o f m c n n i n p f u l m e s s a g e s
be tween nnd among j n t l i v j dun1 s o r g r o u p s , \ h i ch m k c s i t n
t r i ~ n s n c t j onnl o r j n t c r i j c t i o n n l p rocc>ss .
- p r e s s s t a t e m e n t s - prt:ss corlfb(~~*(.t \c(!s/bricf i n ~ s - n i 1 1 boards , pamphlets , l e a f Le t s and b rochure s - Books and manuals - M a i l s / l e t t c r s . - Computerised merages - El-cct o n i c sign-messages - F e a t u r e a r t i c l e s - nocumimt.ary f i l m s - Syndicn ted a r t i c l ea /wr i te -ups - Spec i a l in t t l rv iews - St~ppl e rnen t s / adve r t6 r i a l s - Corpora t e o r i n s t i t u t i o n n l a d v e r t i s e m e n t s - ~ r ~ a n i s i n g wel l -publ - ic i sed l u n c h e o n s / r e c e p t i o n s / p ~ t r t i e s - Fac i l i t y v i s i t s / t o u r s d u l y pub1 i c i sed - c o r p o r a t e g i f t s t h n t communicates - Sponso r sh ips ( w e l 1-pub l i c i s ed ) - s p e c i a l we1 f a r e packages/awards/pr ices - Specchcs t h a t o r e slwci.nl l y w r i t t e n (pune ly enough) t o
a t t r a c t p u b l i c i t y nnd q u o t a b l e quo te s ,
- \.lorkshopr,, s e m i n a r s and symposia, - E x c l u s i v e s t o r i e s , f e a t u r e a r t i c l e s , e d i t o r i n l - s , new
a n a l y s j s/cornmenl a r i e s .
- J n t e r a c t i v e m e e t i n g s ( r e g u l 8 r ) - " T h ~ n k you" l e t t e r s f o r good performnnce a n d o t h e r f a v o u r ~ s . - p r ' e s s / i n f o r m e t i o n k i t s . - S e a s o n s g r e e t i n g c a r d s , hampers, s o u v e n i r s and o t h e r
s p c c i a l . c i f ts ( e s p c c i a 11 y d u r i n g Xmas o r sn 1 l a h ) ,
- S o l i d n r i t y / c o n d o l e n c e v i s i t s and messages t o h c r workers / c r ~ s t o m e r s i n t i m e s of t r o u b l e s .
- 24 hour phone c o n t a c t s . - B u i l d i n g and e q u i p p i n g 8 p r e s s c e n t r e o r i n f o r m u t j o n b u r e a u
f o r j o u r n a l i s t s ,
- P r o d u c t i o n and e f f e c t i v e d i s t r i b u t i o n of t h e o r g a n i s a t i o n ' s house j o u r n a l s and o t h e r p u b l i c a t i o n s ,
I n f a c t , i n p u b k i c r e l n t i o n s , i t is b e l i e v e d t h a t e v e r y t h i n g
a n o r g a n i m t i o n does cornmunicatcs e i t h e r p o s i t i v e o r n c q a t i v e
message(s) t o i t s p u b l i c s , So , t h e q u e s t i n n is how many o f
theseTpubLl c r t l a t i o n s cornmt l~~ icn t ion i n p u l . ~ , dods NITEL employ
i n i t s opd, ra t ions? o u r r e s e a r c h would f i n d t h i s o u t ,
2.4 LIHIEF HISTOXY OF NITEL,, ENUCU ZOiW
As s a i d e a r l k r . , NTTEL PLC i s d i v i d e d i n t o f i v e zones .
One o f t h e z o n e s - t h e S o u t h E a s t e r n z o n e , mzde up of A h i a , Anambra, Enugu , Imo, C r o s s R i v e r s , R i v e r s and Akwa-Ioom S t a t e s , hils i t s z o n a l / t e r r i t o r i n l . h e a d q u q r t e r s a t Enugu,
. b which i s th@ mnin f o c u s of o u r r e s e a r c h on NITEL h e r e .
This E n u p z o n e , w h i c h came i n t o b e i n g i n 1985, h e s
s c c n t h e a d r n i n i . s t r a t i o n of t h e f o l l o w i n g 1:enerh.l m a n ~ g c r s :
- M r P.S. K e n t e b e - (1985-86) - E n g r . A.E. Iynmabo (1987- l88 )
- Engr B.0. Darnmola ( 1 9 9 7 t i l l date) T h e s e G c n e r a l p lanagers a r e u s u a l l y a s s i s t e d b y f o u r ( 4 )
1)eputy G e n e r a l k lanagers i n c h a r g e of' F i l ~ r ~ n c e , o p e r a t i o n s /
m i . ) i r r t , c ~ ~ ~ n c e , u t i l i s i t i o n a n d p e r s o n n e l r e s p e c t i v e l y ,
A t i t s i n c e p t i o n i n 1985 , t h e Enugu zone i n h e r i t e d a n
u n s o p h i s t i c a t e d t e l e c o ~ n r n u n i c a t i o n deve lopmen t t h a t w a s r u n n i n g
a mere fonr . ty - t \vo finijlo!; t e l e p h o n e e x c h a n g e s , w i t h a t o t a l
c ; ~ p a c i t y o f ?,ZOO l i n t l s and 799 c o n n e c t e d l . inc:s ,
A L L t h c s c , l i s t e d nbove, had n t o t 8 1 i n s t a l l e d
c ~ p a c i t y of 38, 500 d i g i t a l l i n e s , 64 ,907 nnnlog l i n e s and
a Cotnl c o n n e c t e d c a p a c i t y o f 70 ,105 s u b s c r i b e r s (Analog
and D i q i C a l ) ,
Eventhough t h e number of exchanges remained t h e same,
t h e number of c o n n e c t e d l i n e s improved C r e m c n d o u ~ l y from
i t s 1985 f i g u r e s . And w i t h i n t h c I n s t f c w y e a r s , t h e
o v e r a l l s e r v i c e s o f NITLI, have improvcd i n t h e Enugu zone.
Among t h e improverncmt s t o r y o f deve lopments i n t h i s zone
inc l .udes ; t h e Y a s t c ~ r n gateway p r o j e c t cornrnissioned i n 1993
and t h e i n t e r n a t i o n a l t e l e p h o n e s w i t c h i n g c c n t r e , 30,000-
li .nc\s D i g i t a l te1.ephone exchange and a 2 ,500 mobj l e c e l l . u l a r
t e l e p h o n e sys tcm, a l l i n Enugu. T h i s i s a l s o matched by a
mnss ive t e l e p h o n e r e h a b i l i t a t i o n i n p a r t s o f t h e zone and
a l s o t h e i n s t a l l a t i o n of 4 ,000 l i n c s Mobi le D i g i t a l
t e l e p h o n e exchanges i n Por t -Hnrcour t and Nnewi.
25.
T h e r e h a s been a n i n f r a s t r u c t u r a l t r a n s f o r m a t i o n of
t h c F:nue;u t e r r i t o r i a l hca t lquar tc - r s and a1 1. b u s i n e s s o f f ices
w i t h i n t h e zone , a more e f f e c t i v e s u b s c r i b e r s t d a t a b ~ n k ,
t h e r e s t o r n t i o n o f s e r v i c e s t o N p a , Awgu and o t h e r l o c a l
government a r e n s , a f t e r y e a r s o f nbnndonrnent m d t h e
p r o v i s i o n o f t e l e p h o n e s e r v i c e s , n s i n g t h e ce l l -phone
tectmol-ogy,
Remarkably, a l l t h e s e l e d t o a n i n c r e a s e d revenue
g e n c r ; ! t i o n nnd col l c c t i o n b a s e f o r t h e Enugu zone.
The zone e t i t s i n c e p t i o n i n 1985, had 8 t o t a l work-
f o r c e of 2,500 s t a f f . T h i s h a s however, becn reduced t o
2,190 and t h e r e d u c t i o n is n o t unconnec ted w i t h r e t i r e m e n t s ,
d e a t h s , r e s i g n e t i o n s m d d i s c i p l i n a r y a c t i o n s , n o t r e t r e n c h -
ments ( e x t r a c t e d from NITET J o u r n a l , vo1.16, J a n u a r y , l 9 9 6 ) .
2 . 5 OB,JISCTTVI.:S O F NITEL P1.C
Among t h e c o r p o r a t e o b j e c t i v e s of NITEL PIX a t i t s
(i) r e s p o n s i b i l . i t y f o r t h e p r o v i s i o n and o p e r a t i o n s o f t h e
i n t e r n a t i o n a l tc l .ecommunicntion n e e d s of t h e p e o p l e ,
( i i ) t o serve a s t h e colnrnunicntion gntewoy f o r t h e n a t i o n
t o t h e o u t s i d e wor lds .
( i i i ) t o i ~ c o u i r e i ~ n d o r t n k c o v e r t h e p r o p e r t y , rights,
a s s e t s anti I i a b i l ].ti es o f t h e N i g e r i a n E x t e r n a l
Telecomnluni c f l t i o n d i v i s i o n o f t h e P o s t nnd T e l c c o m m u n i c n t i o n
( P R T) d e p a r t i n c n t o f t h e F c d c r n l M i r l i s t r y o f Communica t ion ,
r c l n t i n g t o corn inunica t io~l s e r v i c c s .
( i v ) t o o b t n i n , a c q u i r e , c x c r c i s e , use and t u r n t o n c c o u n t c o n c e s s i o n s , i n v e n t i o n s , p n t c n t s , m o n o p o l i e s , r i g h t s ,
l i e c n c e s , p r i v i l e d g e s , s e c r e t . a n d o t h e r i n f o r m a t i o n ,
t rade-marks a n d c o p y - r i g h t s , which may s e e n t o the
company t o be c a p a b l e o f b r i n g u s e d f o r o r i n c o n n e c t i o n
w i t h ilny o f t h e o b j e c t i v e s o f t h e company, : .
( v ) t o i n v e s t a n y money o f t h c cowpnny, not; f o r t h e t i m e -
bc i .ny recluircci , f o r t h c g e n e r i l l p u r p o s e o f t h e company,
i n s u c h i n v c s t ~ w n t s as may ue t h o u g h t p r o p e r and t o h o l d ,
sc l l o r o t l w n i s e d e a l ~ i i t h s u c h i n v e s t m c r i t s , ( v i j t o p rov i t i c e f f i c i e n t nnd r e l - i a b l e te1.ecornrnunication
s e r v i c c s t o t h e n a t i o n ; and
( v i i ) l n s t l y , t o make s u r e t h f l t a11 the l o c a l government
h c a d o u n r t e r s i n tile c o u n t r y a rc l i n k e d w i t h te le-
communication s c r v i c e s - (c;l2l.ctl f r o m NT'I'I~;L J o u r n a l , v o l . 16, J a n u a r y , 1996).
' rne ; , i g e r i i w 'i'cl ecornmunica t i o n s PI C, ..ITISI. , a s a t t o d a y , o f f e r s t h c f o l l o w i n g s e r v i c e s t o i t s c u s t o m e r s :
( i ) L o c a l and i n t e r n a t i o n n l t e l ephone s e r v i c e s .
( i i ) Tel-ex and f ax s e r v i c e s .
( i i i ) 1 , ense c i r c u i t s
( i v ) b lobi le t c l c p h o n e s e r v i c e s
( v ) M a r i t i m e m o b i l e s e r v i c c s nnd o r r a d i o t e l e p h o n e sys tems.
( v i ) Payphoncs , cord-phones, find c a l l - o f f i c c s ,
( v i i . ) I n t e r n e t nnd E-mail s e r v i c e s ,
( v i i i ) C a b L e and s a t e l l i t e communicntion s u p p o r t sys tems ,
2 7 COMPUTETI - COMNUNICATTON !IEVICL;!S IN NITEL The u s e o f computer has r e v o l . u t i o n i s e d modern comrnuni-
c a t i o n s y s t e m s i n t h e world today. T h i s i s why A.0. Umeh
i.n Nwosu and Ekwo (1996: 186) t e l l s u s t h a t t o d a y , t h e r e is
no d i v i d i n ~ l i n e between computers and communication.
With t h e i n t e g r a t i o n of t h e two t e c h n o l o g i e s (computer and
t e l e c o m ) , compute r s of v a r y i n g s i z e s a r e l i n k e d t o g e t h e r by
comnwnicntion l i n e s o f v a r y i n g s p e e d s , f o r m i n g computer
ne tworks . Through r e m o t e - t e r m i n a l s , u s e r s c o u l d now hHve
a c e s s t o one computer which can p r o c e s s t h e i - r jobs o r cnn
fo rward i t t o a n o t h e r computcr i n t h e network. These s y s t e m s
h8ve s p r e a d n web of s e r v i c e s t h r o u g h o u t t h e g l o b e f o r
h u m ~ n i t y , t h r o u g h a universal e l . e c t r o n i c te lecommunicf l t ion
svs tem,
. Accord ing t o Uche Modun~ (1996:93) t h e computcr l o c a l
a r e a (LAN) c o n n e c t s o f f i c e s o f a n o r g a n i s a t i o n o r i n s t i t u t i o n
28.
s i t u a t e d i n d i f f e r e n t l .oc i i t ions , w h i l e thi: cornputera
i n d i f f e r e n t c i t i e s o r c o u n t r i e s , u s i n g t h e p u b l i c
te l -ephone s y s t e m , a n earsh s a t e l l i t e - microwave s t a t i o n s / equipment so
Computers have a l s o r e v o l u t i o n i s e d t h e p r i n t
t e c h n o l o ~ i c s i n p u b l i c r e l . i i t i o n s , w i t h thc! ~ t l v c n t of
w o r d p r o c e s s i n g s and o r d e s k t o p p u b l i s h i n g s , which htis
great1.y b o o s t e d t h e corinrlunication a c t i v i t i . e s o f p u b l i c
r e 1 : > t i o n s i n p r i n t p u b l i c n t i o n s ,
So , t o d a y , you c ~ n n o t t ~ l - k a b o u t p u b l i c r e l a t i o n s
c o m m u n i c ~ ~ t i o n i n p u t s , w i t h o u t t a l k i n g corlputcr's.
2.8 NITEL'S PR, COM\!UNICATION INPUTS AND THE CLOBAI, - VIT ,I M I ? CONCEI'TI\JOJ:T D ' S JNFOlWATlON ORDER.
A Canad ian a c a d e m i c i a n and communicntion Lecturer,
P r o f e s s o r Marsht i l l Mcllulmn, had i n t h e e a r l y ' 5 0 s
propouncied t h a t t h e e x p l o i t s i n communic ;~t ions i n d u s t r y ,
would i n t h e f u t u r e r e d u c e t h e wor1.d t o ;> ~ l o b i ~ l v i l l a g e ,
where a mnn i n t h e r e n o t c s t p a r t o f Japan o r A u s t r a l i a :
would casliPy cornmunicate/ ini ;ernct w i t h F .t s c o u n t c ? r p n r t ,
say i n Koma, ~ e r n b e o r Zango-katt-if i n ~ i p ; c r i i i , T h i s
# l ~ b i ~ l . vill.ae;.e c o n c e p t , which no one tool[ v e r y s e r i o u s
t h e n , h a s t o d a y m a t e r i n l - i s e d f a s t t t r than t h e wor ld expec ted .
whcqt a r e pub1 i c r e l i l t i o n s eommunica t i o n s i n p u t s , d o i n g
29.
i n NITFX, t o see t h n t ~ l i g : ' c - r i a i s n o t ] . e f t o u t i n t h e c o l d
o r i,oul.d be a n i r c t l v e p a r t i c i p a n t i n t h e emergen t gl .oba1
v-i llage a f f i + i t b s ?
W e are now l i v i n g i n n s u p e r i n f o r m a t i o n age, P e o p l e
f rom a l l p a r t s o f t h e w o r l d c o ~ r l d now r e a c h o u t , a n d
communicnte \(it11 c a c h othcar i , i t h t h c m v d i a v c h i c 1 . e ~ o f
modern comrnunicn t i o n , I n t c r n u t i o u n l pub1.i.c re1 n t i o n s
progrsanmc~s and or. p r o j c c i s a r c to t iay pilckftgcd a n d e x e c u t e d
t h r o u p h t e l ccor~f 'c~rencinp: , t c l e - t e x t , i n t c r n c n l ; , k ; - m a i l ,
vo ice-mni l . , ccl l.t.1201~-phonits, ~c?gcr..s:, f n s c i m i 1 e , cab1 e s ,
s a t e } I i tc. ~ b i ~ t l i o / i e l c v i s i o ~ ~ s nc t w o r - l c s , cltc e t c .
'!'he o p p o r t u n i . t i e s o f f e r e d t h r o u g h t e l . e c o n f e r c : n c i n g
8nd s a t c l l i t c r a d i o / t e l e v i s i o n phone - in programmes, h a s
now e n h ~ n c c d p u b l i c r c l n t i o n s two-way communicnt ion s y s t e m s
i n NITIB..
?.9 FUNCTJOKS 01' PUBLIC RFT ATlONS I N NITEL
Among t h e key f u n c t i o n s o f p u b l i c r e l . a t i o n s i n NITEL
a r e :
- F:nusring sotind employee r e l i l t i o n s alwnys - i C s t ~ h l ~ i s h i n g nnd m a i n t a i n i n g n n e f f i c i e n t two-way
c o r n m u r ~ i c ~ t i o n nwchnnistn be tween NITEI, and h e r i n t e r n a l /
e x t e r n n l p u b l i c s
- Sound community r e l n t i o n s f o r NTTISI, - C o r d i a l ~ o v c r n m e n t n l . / l . i a i s o n a t a1 I. t i m e s .
30.
-Ensur ing e f f i c i e n t cus tomer r e l t l t i o n s a t a l l , t imes .
- P r o d u c t i o n o f ~ l l NITELts p u b l i c n t i o n s . - P r o d u c t i o n o r a c q u i s i t i o n and e f f i c i e n t d i s t r i b u t i o n of
NITFXlt s c o r p o r a t e g i f t s .
- P l e n n i n g nnd o r g a n i s i n f f n l l NITEIAt s s o c i r l l f u n c t i o n s , e n t e r t a i n m c n t and s p o n s o r s h i p s p r o ~ r a m m e s / p r o j e c ts.
- E n s u r i n e t h a t NITEI remains a good c o r p o r a t e c i t i z e n by l i v i n ~ up t o h c r s o c i ~ l r e s p o n s i b i l i t y o b l i g a t i o n s t o t h e
peopl c .
- Conduc t ing p e r i o d i c p u b l i c o p i n i o n s u r v e y s i n t o t h e f e e l i n g s , o p i n i o n s and p e r c e p t i o n s o f N.I'l'EIAVs p u b l i c s r e g a r d i n g h e r
and c o u n b e l l i n r t h e o r g n n i s a t i o n t s l e n d e r s on t h e f i n d i n g s .
- E n s u r i n g ihn t NITT2L employees i m b i b e s and e x h i b i t s p u b l i c r e ) a t i o n s c u l t u r c s / a t t i t u d e s ~ O W R ~ ~ S NIT121, c \ ~ s t o m e r s , etc.
REFERENCES
B e r n c y s , ~~~~~~~d: ( l 9 6 3 ) , 1:ngi.neering o f C o n s e n t , I l l - i r l o i s : n ~ l . l ~ t i n e books , Inc.p .3 .
Ilarl o\r, Rex: ( l 9 7 6 ) , t l D u i l d i n g H P u b l i c R e l a t i o n s D e f i n i t i o n " , Pub1 i c R e l a t i o n s Review 2 2 ( \ J i n t e r ) ,p. 35.
R l n c k , Sam: ( YWg), I n t r o d u c t i o r l t o P u b l i c R e l a t i o n s , London: Nod ino P r e s s I , t c l . , p .23 .
E p e l c , Snm: ( 1 9 7 6 ) , E s s e n t i f i L s o f P u b l i c R e l a t i o n s , 1,agos: b g o s P r e s s Exchange , LPE, p. f2.
N W O S U , Tkechukwu: ( l 9 9 6 ) , P u b l i c I l e l n t i o n s N~nf igemcn t : P r i n c j p l c s , I s s u e s , Appl. l c a t i o n s ,Lagos : Dominican P u b l i s h e r s , p. 2.
Onyebunrru, C.S, : ( I g W ) , M a r k e t i n g Communicat ion: key t o t h e s t u d y o f N i l r k e t i n ~ ~ Enugu: ,jVC p u b l i s h e r s .
lack, Sam: ( l 9 8 9 ) , op. c i t . , p.119.
hwosu, T k e c h r ~ k h , ~ : ( 1996) , F ; f f c c t i v e Pkctlia W r i t i n g , Knugu: E-nok p u b l . i s h c r s .
U m e h , A.0 , i n ~ k o s u and Lkwo ( IggB), MASS Media a n d b!orke t ing Co~rr~nunic;\ t i o n , l.:nrryu: Though t C o m ~ ~ ~ u n l c u t i o n s P u b l i s h e r s .
NTTKJ J o u r n a l : ( l9%) , v o l . 16, Jnnunry .
RESEARCH METllODO1,OGY :AND DESIGN
F o r t h i s p u r p o s e two main s o u r c e s o f d a t a c o l l e c t i o n
were i n v o l v e d v i z : P r imary and S e c o n d a r y d a t a .
P r imary d a t a were main ly s o u r c e d from a p r e p a r e d
s t r u c t u r e d q u e s t i o n n a i r e : Government r e c o r d s , o r a l i n t e r -
v iews o f s t a f f nnd o t l l c r i m p o r t a n t p u b l i c s . The r e s u l t s
w e r e s n t i s f a c t o r y . Randorti Lample t e c h n i q u e was a d o p t e d
i n d e t e r m i n i n g t h e sample s i z e of t h e p o p u l a t i o n . The
q u i s t i o n n a i r e was s t r u c t u r e d i n t h e m u l t i p l e c h o i c e s y s t e m
1sit.h ti dichotomy o f y e s o r no, I t a l s o con ta inc -d open-end
n u e s t i o n s ~ ~ h i c h c o v e r r i > l e v n n t i l r c a s o f s t u d y and which
were t o hcLp t h e r e s p o n d e n t s on whom t h e q u e s t i o n n a i r e s
were a d m i n i s t e r e d , g i v e some a d d i t i o n a l i r l fo r~n i l t ion .
The q u e s t i o n s w e r e d e s i g n e d i n a manner, t h a t t h e
r e s p o n s e fro111 t h e r e s p o n d e n t s w i l l p r o v i d e i n f o r m a t i o n t h a t
a s s i s t e d i n t h e ri2senrch work. he r e s p o n s e s a l s o h e l p e d
i r l t e s t i n g some of t h e h y p o t h e s i s , 111 u s e i n t h i s p r i m a r y
d a t a , i s a l s o p e r s o n a l i n t e r v i e w s a n d ~ L s e r v a t i o n s from
' l 'nc r e s e n r c l w r h a s oppor tunet l t o h o l t i i n t e r v i e w s w i t h
some p r i v n t e p u b l i c . r e l . a t i o n s c o n s u l t a n t s and s e r v i n g
p u b l i c r e I i l t i o n s p r a c t i t i o n e r s i n p;ovclrnlllent.
3.2 SECONDARY SOURCE
The s e c o n d a r y d a t a s o u r c e s were t h e ~ i g e r i a n I n s t i t u t e
of P u b l i c R e l a t i o n s , F e d e r a l M i n i s t r y o f I n f o r m a t i o n ,
E i ~ r a r y of t h e U n i v e r s i t y o f N i g e r i a , Enugu campus,
~ a t i o n a l I , i u r n r y , Enugu and t h e ~ r i t i s h C o u n c i l L i ~ r a r y i n
Enugu were immensely u s e f u l .
3.3 QUICSTIONAAIRE DESIGN
The q u e s t i o n n a i r e was d e s i g n e d t o p r o v i d e r e s p o n s e s
from P.R. p r a c t i t i o n e r s i n ~ o v e r n m c n t , p r i v a t e p r a c t i c e and
-4 t o t a l of 25 q u e s t i o n 8 were c o n t a i n e d i n t h e q u e s t i o n n a i r e .
The q u e s t i o n n a i r m e was made up o f two s e c t i o n s . S e c t i o n A is
made-up o f 6 q u e s t i o n s on P e r s o n a l d a t a o f t h e r e s p o n d e n t s
w h i l e S e c t i o n a c o n t a i n s e i g h t e e n c o r e and r e l e v a n t q u e s t i o n s
f o r t h e r e s e a r c h . The q u e s t i o n s a r e d e s i g n e d i n s u c h a way
t h a t S e c t i o n A g i v e s a p i c t u r e o f t h e oackground o f t h e
r e s p o n d e n t s w h i l e S e c t i o n tj p r o v i d e s t h e r e s p o n d e n t s a n
o p p o r t u n i t y t o e x p r e s s what t h e y know o f P.R. and what t h e y
t h i n k o f P.R. a s p r a c t i c e d i n government , I t a l s o p r o v i d e s
raom for them t o make n e c e s s a r y suggestions and recommendations,
g i v i n g some b r i e f i n f o r m a t i o n of w h a t i n f l u e n c e o r impact
t h e y t h i n k P . H . h a s had i n governance o f N i g e r i a . T h i s
n a p c c t i s i t e m i z e d a s q u c s t i o n n i n e t e e n which i s non-scor ing .
3.4 SAMT'I,E SJZE
n i g e r i a was used f o r t h e s t u d y \ i i t h r m r t i c u l . n r
emphasis on government o r g a n i s a t i o n s t h a t rnakc u s e o f P.R..
S i m e i t i s n o t p o s s i b l e t o u n d e r t a k e a comple te
enurne~qation o f government o rgan i s i r t i o n s and func t i o n a r i c s
t h a t make u s e o f P.12., i n f e r e n t i a l s t a t i s t i c s was used t o
a r r i v e a t a sample s i z e o f a b o u t 500( i .e . 100 p e r e a c h a r e a
of s t u d y ) w i t h n t o l e r a b l e e r r o r l i m i t o f 5% o f s i g n i f i c a n c e .
T h e sample s i z e , as s t a t , e d i n 3.2, was drawn from Lagos , Edo,
Lnugu, Kaduna S t a t e s itntl from t h e F e d e r n 1 c a p i t a l T e r r i t o r y ,
Abu ja .
T h e f o l l o w i n g fo rmula was used:
where N Samp1.e s i z e
Z = Value o f S t a n d a r d d e v i a t i o n o f t h e
d e s i r e d l c v e l of c o e f f i c i c n t .
P= P e r c e n t a g e of P o s i t i v e r e s p o n s e s
(1-P) = P e r c e n t a g e o f n e g a t i v e r e s p o n s e s
= 1 , i m i t e d t o l e r a b l e e r r o r s .
~ u o t e : The u s e of p o s i t i - v e responscSs i s based on t h e t o t a l
p i l o t s u r v e y o f 500. T h i s i s , t o a l l o w n t e s t o f t h e
r e l i a b i l i t y o f t h e ins t ru rncn t and t o remove any ambigu i ty .
Tirough t h e method a d o p t e d was a non-probable one , a l l
t h e sFtme, t h e ~ t n t ' e s / ~ o n c s were t r e a t e d e q u a l l y . T h i s
was t o e n s u r e , a non-sub j e c t i v e t r e a t m e n t of t h e d a t a a n d
Random sampl ing method was used. This i n v o l v e d the
covcrtlgt: o f 5 s t a t e s / z o n e s , whi ch ucre chosen from t h e
r e s e a r c h f i e l d of s tudy- , , i g e r i a . The zones arc as s t a t e d
'in 3 . 2 w i t 1 1 random samples drawn f rom cnch zone. T h i s was
a d o p t e d i n t h e t l i s t r i b u t i o n of q u e s t i o r m a i r e s a s i t made
p r o v i s i o n f o r s t n t i s t i c s of g r e a t villue.
r'rom t h e clues t i o r m a i re d i s t r i b u t e d , on1.y 350 were
r e t u r n e d wi t i ) 1)os i t ' ive r e s p o n s e s , ~ ! ~ i l e t h e rc tn~uining 150
itcrc t r e a t e d HS n~bgati.vt. r e s p o n s e s , d a c e t h e y were e i t h e r
i m p r o p e r l y compl.eted o r no t r e t u r n ~ . c t n t a l l . 'l'he r e s p o n s e s
arc t h e r e f o r e r e p r e s e n t e d as f o l l o w s :
S u u s t i t (1%-i ng the va1.11es: 2
2: = ( 1 . 9 6 ) ( i - c ; . u s i n g a confidcklce c o c f f i c i c n t o f .
l e v e l o f s i g n i f i c o n c e ) ,
P = 7096
(24') = 346
e 2
= (5) ( i . e . 5% l e v e l o f s i g n i f i c a n c e )
From t h e above f o r m u l a r , thc! r e s e a r c h e r had t h e f o l l o w i n g :
Sample s i z e n = 323
3.6 mlSTIIOD 017 QUESTIOh'NAIIU3 DISTRIBUTION
u a s e d on t h e p o p u l a t i o n and zones , 500 questionnaires
were produced and d i s t r i b u t e d , t h a t is , 100 q u e s t i o n n a i r e s
p e r e ~ c h S t a t e , T h i s was t o e n s u r e t h a t no room was g i v e n
f o r a m b i g u i t i e s o r s u b j e c t i v e t r e a t m e n t o f any d o c t o r .
Col . lcngues and f r i e n d s who a r e b a s e d i n t h e s e a r e a s b r i e f e d
and w e l l i n s t r u c t e d on how b c s t t o a d m i n i s t e r t h e q u e s t -
i o n n a i r e s t o e n s u r e h i g h q u a l i t y r e s e a r c h nnd v a l i d i t y o f
d a t a .
3.7 METHOD O F INVESTIGATION
The main methods of i n v e s t i g a t i o n on t h i s r e s e a r c h was
t h e u s e of q u e s t i o n n a i r e s and p e r s o n a l i n t e r v i e w s .
Q u e s t i o n n a i r e s a r e w r i t t e n l is t o f q u e s t i o n s t o oe
answered uy il s e r i e s o f p e o p l e t o p r o v i d e i n f o r n ~ a t i o n f o r
a s t a t i s t i c a l r e p o r t o r s u r v e y whereas p e r s o n a l i n t e r v i e w s
a ' re f a c e - t o - f a c e mee t ing of one p e r s o n w i t h one o r more
o t h e r s f o r p u r p o s e s of getting informat ; ion ,
I n f o r m a t i o n o b t a i n e d th rough p e r s o n a l i n t e r v i e w s a r e
o f t c n ve ry re . l . i ab le i l S i t p r o v i d e s o p p o r t u n i t y f o r
c l a r i f i c a t i o n a , a c c e p t i n g o r r e j c c t i n g h y p o t l ~ e s i s .
In t h e c o u r s e of' d i s t r i b u t i o n o f t h e o u c s t i o n n a i r e s
and p e r s o n a l i n t e r v i e w s , t h e f o l l o w i n g were e x p e r i e n c e d .
3.8 V A I o I D I T Y OF INSTINJMENT USED ANT) IT'S R E L I A R t I ' I Y
To e n s u r e t h e v a l i d i t y o f t h e i n s t r u m e n t u s e d , a p i l o t
s u r v e y was conducted , T h i s was a c h i e v e d t h r o u g h t h e i t e m s
c o n t a i n e d i n Ihe i n s t r u m c n t which were r e p r e s e n t a t i v e o f
t h e u n i v e r s e o f it ems, Co~aprehensivc. enough t o r e p r e s e n t
t h e main o b j e c t i v e s o f t h c s t u d y .
The r e s u l t s of t h e s u r v e y conf i rmed t h e j u s t i f i c a t i o n
o r t h e u s e o f t h e i n s t r u m e n t s a s t h e i n f o r m a t i o n o b t a i n e d
c o u l d n o t have been geoer i l t ed w i t h o u t i t . Most o f t e n ,
where t h e r e s p o n d e n t s answered were i n c o n s i s t e n t , f ace - to -
f n c e i n t t - r v i e w s t h u s uecame c o n s i s t e n t .
F u r t h e r m o r e , t o a c h i e v e high r a t e r e t u r . ~ , t h e f o l l o w i n g
measures were adop ted :
( a ) S e l f addressed and s t u t ~ n e n t envt.1-opes were l ~ r o v i d e d
t o t h e c o l l e a g u e s and f r i e n d s bho h e l p e d i n a d m i n i s t e r i n g
q u e s t i o n n ; l i r n c s i n Kaduna and V:tlo S t a t e ,
( b ) T h e r e t u r n e d q u c s t i o ~ i n a i r e s were t h o r o u g h l y s c r u t i n i z e d
f o r errorxi and o m i s s i o n s ,
( c ) I i e s p o n d c t ~ t s were a s s u r e d t h n t t h e i r i d e n t i t i e s w i l l n o t
b e d i s c l o s e d .
t e x t a r e u s e d i n d e t e r m i n i n g t h e d i f f e r e n c e b e t w e e n t h e
p r o p o r t i o n o f s u c c e s s e s i n any number o f p o p u l a t i o n ,
The d a t a a r e p r e s e n t e d i n c ; tb l e s , P e r c e n t a g e s were u s e d
t o r i e t t * r n j ne t h e d i r e c t i o n i n \ , h i c h t h e d a t a a p p e a r , t h a t
i s , t h e r e l a t i v e s t i l t l d ing o f thc c n t e g o r i e s o r a t t r i b u t e s
s t u d i c s. Chi-scluure and pcrcentag: .es were inscd i n t h i s
s tlltly f o r t h e f o l l o w i n g reasons:
( a ) The O H tii ! :encrated were s u c h t h a t r e q u i r e d t h e u s e
o f l e s s - c o m p l e x b u t reliable t c c h n i q u e , 1 i k e percent i>rpe ,
i tletcrini 11 i n g t h e i b c la l i v e s t a t ~ t l i q , r o f the c a t e g o r i e s
s t u d i e d .
( " ) C h i - s q u a r e i s a l s o c o n s i d e r e d t h e most a p p r o p r i a t e
t e c h n i q u e f o r t e s t i n g t h e h y p o t h e s i s wh ich i n v o l v e s
more t h a n two p o p u l . a t i o n p r o p o r t i o n s , N O o t h e r
t e c h n i q u e , s t a t i s t i c a l l y , woul.d h a v e ueen a b l e t o
comp,., t h e s e t o f o b s e r v e d f r e c u e n c i e s w i t h o u t
e x p e c t e d f r e q u e n c y ,
CHAPTER FOUR
DATA ANhI,Y SI S ANTI PRESF:NTATION
The d a t a c o l l e c t e d a re h e r e b y anf l lysed i n t h i s c h a p t e r ,
i n l i n e w i t h t h e s p e c i f i c r e s e a r c h q u e s t i o n s a s k e d s o a s t o
a c h i e v e t h e r e s e a r c h o b j e c t i v e .
The r e s p o n s e s a r e h t r e , p r e s e n t e d i n f r e q u e n c y / p e r c e n t a g e
t a b l e s f o r easy u n d e r s t a n d i n g and i n t c r p r e t a t i o n .
I 1 ~ v i n g e a r l i e r d i s c u s s e d t h e involvements o f P.R. i n
t h e governance o f N i g e r i a , a s w e l l a s t h e i n a p p l i c a t i o n o f
P.R. e x e r c i s e s i n government o r g a n i s a t i o n s , i t becomes
i m p e r a t i v e t o a s c e r t a i n from t h e - q u e s t i o n s posed t o t h e
r e s p o n d e n t s . H y p o t h e s i s s t a t e m e n t , h a s t h e r e f o r e , been
found r e l e v a n t , a s a b a s i s f o r ilattr p r e s e n t a t i o n and a n a l y s i s .
4 . 1 RESPONDENTS' A N A L Y S I S
The a n a l y s i s o f t h e r e s p o n d e n t s ' a n s w e r s t o t h e
q u e s t i o n n a i r e was b a s e d on t h e i r a n s w e r s t o t h e e i g h t e e n c o r e
q u e s t i o n s i n S e c t i o n r, o f t h e q u e s t i o n r r a i s e . These q u e s t i o n s
a r e most r e l . c v a n t t o t h e r e s e a r c h work and c o v e r a l l n e c e s s a p y
a r ea s of t h e h y p o t h e s e s .
F i r s t , t h e r e s p o n d e n t s were a s k e d i f t h e y have worked
i n a n y P.R. p o s i t i o n b e f o r e . The f o l l o w i n g r e s p o n s e s were
o b t a i n e d :
T a b l e 4.1 - Have you worked i n a n y P u ~ l i c R e l a t i o n s p o s i t i o n b e f o r e ?
I I
TOTAL I I 1
Response
Y e s
Tab1 e 4 . 1 c l e n r L y shows 282 resporlclents , r e p r e s e n t i n g
87.36% a s e i t h e r h a v i n g worked i n a P.R. p o s i t i o n o r c u r r e n t l y
hol.i i ing P.12. p o s i t i o n s wtli 1.e 41 o r 12.69% have n e v e r worked
i n P.R. p o s i t i o n .
'rhe r e s p o n s e h a v i n g ~i ven a n i n s i g h t i n t o t h e l e v e l of
knowl.e(lge and nwarencss of' the r ~ s p o n d e n ts, t h e n e x t q u e s t i o n
F r e a u e n c y
282
was a s k e d , r e q u e s t i n g t o know from t h e r e s p o n d e n t s how t h e y
a r e a c q u i r e d knowledge of P.R. p r a c t i c e s .
P e r c e n t a g e
87.31%
T a b l e 4 . 2 - D i d you s t u d y P.R. a s a Course?
TOTAL I 323 1 100% I
Response
y e s
b'renucncy
270
P e r c e n t n ~ e
83.59
The n ' ~ o v e table shows t h a t 270 r e s p o n d e n t s , r e p r c s e n t i n g
83.59% Lhrwugh co~lrscs of' i ~ ~ s t r u c t i o n i a P.H., w h i l e 53,
r e p r e s e n t i n g 26,4?6 d i d not s t u d y anythirrg abcut P.Rs
l iaving ascertuincc l the 1 eve1 o f awareness , knowledge and
experience c f the responderlt s , t h e r c s c a r c l ~ e r * 1,:ent ahead w i t h
the nc,xt qucs t i . o n \ , l ~ i c h i s r e l e v a n t L o the Pub.1.i.c re La t i o n s
'Cable 4 . 3 - no \ o u h a v e intertbst i n P.I{, a c t i v i t i e s ?
I Ycs 98.45 I
T a b l e 1,.1 - Do you c o n s i i l e r P,'!, p r a c t i c e s as a p p l i c a b l e t o e v c r y I. i.er 1.0 t h e : , i g c r i a n t;overnmcnty
Response b'recruency % I
r.rom t h e abo\ l t , a 1 1 t l ~ c 323 r e s p o ~ d e n t s a g r e e t h a t PR, is
a p p l i c i ~ b l e l o t h e t h r e e t i e r o f g o v e r n ~ l ~ c n t , Il'his r e p r e s e n t
300$, Tire n e x t qucs Cion therefore f o l I owed,
Table (1.5 - Do you c o n s i ~ l c r govcrnrnerlt r,;?, t o be a s s f r t i v e o r domi n e e r i n g ?
' i n o r e s p o n s e o f 261 r e s p o r ~ d e n t s which represents 80,80%
i s t h a t , gover~iment P,R i s No'r h i g h , c \n ly 62 r e s p o n d e n t s ,
t h a t i s , 19,2% c o n s i d e r government P,R, t o Le h i g h ,
T h i s r e s u l t d e p i c t s the l a c k o f a w a r e n e s s of govcrr ln~ent
P I , t l i n t is , o n l y v e r y f e w , \rh:ich is d e p i c t e d by t h e 62 o r
19.20yL r e s p o n d e n t s a r c r c n l l y zlble t o dec iph ,e r the a p l ) l i c a t i o n
of l3.R techni r l t tes i n jiovcrniince and by {;ovi~rrrmtnt orgwni s a t i o n s .
T h i s i s a pnradox , b e c a u s e , w h c r e ~ s govcrnrnr:trt h a s been
a p p l y i n g t h e rcs111.t~ of a J.ot o f P.R r e s e ~ r c h bark, l i t t l e
o r no ment ion o r p u b l i c i t y i-s ~ i v c n t o the s o u r c e of i n f o r m a t i o n
o r d a t a which tvcrihual1.y be comcs qovi!rnntent pol . icy .
More q u e s t i o n s were t h e r c ~ f o r e clslcecl t o a s c e r t a i n t o ivhilt
e x t e n t wvernrncnt 13.12. a c t i v i t i e s were r c n l l y u n d e r s t o o d and
a p p r e c i a t e d .
T n b l e 4 .6 - Is govcrllrnent P.!
T a o l e 4 . 7 - 1 f i 1 ~ Government P,R i n t h e arcn o f p u b l i c i t y br,en v e r y n o t iceab1.e o r t lonl ineer ing?
;;ere, 276 r e s p o n d e n t s , r e v r e s e n t i n q 85.45 r a t e government
pub1 i c i ty I l igh, Though, from p e r s o n a l i n t e r v i e w s , some b e l i e v e ,
t 112 t rnos t o f tlle pubLi c i t i e s b o r d e r s ou pr01~i igi inO~. ' i n e
r e s e n r c l l e r , I~owcvttr d i d Cry t o e n l i g h t e n some o f t h e
res r )or l t l en ts t o ~ ~ n d e t ~ s t a n d tire d i f f c r c r x e ~ e t w e e n p o s i t i v e a n d
n e ~ i ~ t i v e progay~anrla . r ropaga r lda l a d e n w i t h t r u t h , t h a t is,
c o r r o c t i n f o r m a t i o n i s a c c e p t a b l e , I t i s false o r n e g a t i v e
propngnntla w h i c h d i s t o r t s i n f o r m a t i o n t h a t is condemned i n
a l .1 i t ' s r a m i f i c a t i o n , I n f a c t i n t h e c o u r s e o f t h e r e s e a r c h e r ' s
p e r s o n a l i n t c r v i c w s , most o f t h e 4 7 o r 14,557h r e s p o n d e n t s who
r a t e d government p u b l i c i t y low, d i d s o , b e c a u s e o f t h e i r
b e l i e v e t h a t e v e r y propagnnda c o n v e y s f a l s e and d i s t o r t e d
infox8~a:btion,
T a b l e 4 . 8 - I s ~ o v e r n m c n t ' s P.11, i n v o l v e m e n t s i n t h e a r e a o f Rural/Sut>-Urbnn E n l i t r h Lenmc~nt a s s e r t i v e ?
C c s p o n s c F r e q u e n c y P e r c e n t a g e
Yes 250 77.40
iu 0 73 22.60
TOTAL 323 1 00%
Thc p o s i t i v e nod , g i v e n gove r~ l rncn t R u r a l / S u b - U r h ~ n
E n l i g h t e n m e n t n c t i v i t i e s i s u p r o v e n cv i . dence o f government
r e c o g n i t i o n t h a t a b o u t 8004) o f t h e ~ i g e r i a n p o p u l a t i o n L i v e
i n r u r a l are;ls. P e r s o n n l .i n t c t w i e w f u r t h c r con7 i rmed t h a t
c v e n t l ~ t ~ i r m o b i l i z n t i o n clnd e n l i g h t c n m c n t programmes a r e
c a r r i e d o u t i n t h c l o c a l - l n n g u a q e s , p a r t i c u l a r l y i n t h e u s e
o f t h e el c c t r o n i c n ~ c d i n .
Tn\)l .e 4.9 - Do you t h i n k t h a t g o v c r n r n c n t ' s p u b l i c re .La t i .ons a c t i v i t i e s havc h e l p e d t o implement a n y d e v e l opment
proKrnmnle o f N i g e r i n ?
I Response F r e q u e n c y %
I TOTAI, 323 100% I
46,
P u b l i c r e l n t i u n s a c ~ i v i t i e s i n i m p l e m e n t i n g gove rumen t
devc-1 o!mt n t proyrrlmrne i s r l c r c , r ecogrk i sed 1)osi t ivcl ly uy 310
respor~clcbnt s , t h n t i s , 65.0%. 111 f a c t , the 1 1 3 b - h i c r ~ r e p r e s e n t s
34.98% o f n e g a t i v e r e s p o n s i v e a re b a s i c n l l y due t o i g n o r a n c e ,
l a c k o f awnr'cnt>ss nnd b i a s o p ' i n i o n abut government activities,
n o n e t h c l c . ~ ~ , i t i s h c n r t c n i n g t tht a good p c r , c n t a g e s t i l l
r e c o g n i z e s ~ o v c r n m c n t co l l cc rn a n d e f f o r t s t o w a r d s t h e
dcve lopmcn t o f i t s c i t i m n r v thror rgh P u b l i c r e l a t i o n s research
n c t i v i t i e s .
'Fah1.e 4 . 1 0 - klns P . R . hail a n y i n f l u c n c c o n y o u r o r ~ a n i s a t i o ~ ~ o r ;. ,ini s t r y ?
'rne p o s i t i v e r c s p o n s e of 386 o r 57.5% is a c l e a r
e v i d c r ~ c c of the ecrual.1y p o s i t i v e i1~1pt7ct P,R, has had a n d is
h a s u e e n a d o p t c d by rnnny r~ove rnmcn t o r g n n i s n t i o n s t o u p l i t i t s
s a g ~ f i n ~ irnaqe. The 137 o r 42,41% r c s p o n d c n t s , b e l o n g t o l a r g e r
o r f ~ a n i sn t i o n s b who n r e y e t t o imbibe new n~anngcmc,,t t e c h n i q u e s
11. hi,h I I ~ \ V i n c l u d e s P.1t rn~nagernt>nt. T h e r e a r e n l s o t h o s e
who caxpect u x t r t l - o r d i n a r y chanafes t o DL' urouph t a b o u t w i t h o u t
t h e o t h e r compl imentary u n i t s o f t h c o r g a n i s a t i o n f u l f i l l i n g
t h e i r r o l e s ,
T n b l e 4.11 - Has P.1Z. had any c f f c c t on t h e i n t e r n a l work ing r e l . n t i o n s h i p o f t h e s t a f f of y o u r o r g a n i s a t i o n ?
l icsponsc ;.'requc.ncy %
Y e s 121 37.46
TOTAI. 323 1003/0 I I Ie rc , t h e h i y h r a t e o f n c g a t i v e r e s p o n s e , t?Ot', t h n t i s
62.54% shows t h a t , i n most c a s e s , t h e impctris of P.R. i s h a r d l y
f e l t i n t h e i ~ l t ( ~ r ~ l a l . work ing o f most o r g a n i s n t i o n s . T h i s is
becnusc , most ore; tni .s : t t ions, c o n c e t ) t r n t e on s e e k i n g t h e g o o d w i l l
o f t h c i r c x t c r n a l p u b l i c s w i t h o u t a s c r l i o u s e x a m i n n t i o n of t h c i r
i n t e r n a l p u b l i c s . Only 121 o r 37.46% r e s p o n d e n t s a f f i r m s P.R.
as h a v i n ~ had e f f e c t on t h c internal \ ,ork ing r e l a t i o n s h i p o f t h e
s t a f f o f t h e i r o r y a n i s a t i o n .
T n h l e 4.13 - Has P.R. had any n o t i c e a b l e e f f e c t on t h e
i~nt l i t s e x t e r n a l p u b l i c s ?
Once more t h e p o s i t i v e r e s p o n s e o f 282 r e s p o n d e n t s
o r 87,31?4 i s e v i d e n t o f t h e c o n c e r n shown by most o r g a n i -
s a t i o n , t o s e e k and s u s t n i n t h e g o o d w i ~ l o f t h e i r e x t e r n a l
p u b l i c s . T h i s h a s becomc vclry i m p o r t a n t i n t o d a y ' s
mnnagernent a s a r e s u l t o f t h e c o m p e t i t i v e environment .
The 4 1 o r 12.69h n e g ~ t i v e r e s p o n s e a c t u a l l y came from
r e s p o n d e n t s whose o r ~ a n i s n t i o n s docs n o t heve any P.R
o u t f i t , They m a i n t a i n o n l y p u b l i c i t y u n i t s , b e l i e v i n g
t h a t t h e members of t h e p u b l i c need them more t h a n t h e y
need t h e p u b l i c .
49,
T h i s ~ t t i t u d e h a s been fount1 t o be r e t r o g r e s s i v e a s t h e
n c g n t i v c o p i n i o n f o r n ~ e d by t h c e x t e r n a l p u ~ l i c h a s o f t e n
had a d v e r s e c f f c c t on t h e mora l o f C h c i r s t a f f , t h e i r
i m n y c and n p p r c c i n t i o n o f t h e i r work.
Tab le 4.13 - Do you t h i n k t h n t t h e r e is enough a w a r e n e s s of P . R , i n government o r * g a n i s e t i o n s ?
I k e s p o n s e Frequency % I es
iw 0
'A'OTAL,
i n c table shows n marginal p a s s ~ ~ m r k of 171 respondents,
w h i c h r c p r e s c n t s 5!?.93?/o trs n q a i r ~ s t I52 o r 47,0696 r e p r e s e n t i n g
n e g a t i v e answer, T h i s shows a r a t e o f r e s p o n s e t o t h e
F c d c r t ~ l Government t l i rect i ve thrr t i t 1 1 povcrnmcnt o r g a n i s n t i o n s
s h o u l d s c t up n POI?, o u t f i t n s nn i n t e g r a l p a r t of i t s
mana~cment . The h n s i c i s s u c t h e r e f o r e , s h o u l d be t h n t o f t h e
w i l l , t o impl.erncnt and m i ~ l t e u s e of Pol
l'ab1.c 4 , 14 - IM you t h ink th i t t t h e Ipcdcral Govcrnmc~nt
T h e marc i l lu l pnssmc~rk of 187 rt .sponclcnts o r 57.8%
j s a n o t h e r c v i ( i m c e of t h e show r n t e n t b h i c h most government
functionaries a r e a d o p t i n g t h e w e of P.R. as a management
s t r ; r t cgy . n o n e t h e l e s s , i i l ~ p o s i t i v e pass mark shows
govcrrmcnt 1 s conccrn i n r e a c h i n g o u t i t 1 s c i t i z e n s ,
e x p l a i n i n g i t s politics, l i s t e n i n g t o t h c a s p i r u t i o n s o f
i t ' s c i t i z e n s a n d t a k i n g i t ' s c i t i z e n s i n t o c o n s i d e r n t i o i i i n
i t s p o l i c y f o r m u l a t i o n and l e g i s l a t i o n .
51.
The n e g a t i v e response, 136 o r 41.11% r e p r e s e n t s t h e
y e a r n i n x s o f t h e p e o p l e f o r q o v c r ~ ~ m c n t s progrmnnlcs \ h a t
woul d mcct t h e i r u s p i r a t i ons .
' r a b l e (1.15 - Has government P.12. made a n y p o s i t i v e i m p r e s s i o n o n t h e p e o p l e rind g o v e r n a ~ l c e ?
l i e spons e F r e q u e n c y P e r c e n t a g e
Y e s 189 58.51
TOTAL 323 100%
~ ' h c 189 yes a n s w e r s , \ i h i ch represents 58.51% c v i d c n t l y
shows t h a t P.R. h a s h a d i m p a c t o n t h c p e o p l e a n d g o v e r n a n c e ,
I t p r o v e s t h a t
Recommended
