PUBLIC RELATIONS STRATEGIES FOR REBRANDING THE NIGERIA POLICE FORCE
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PUBLIC RELATIONS STRATEGIES FOR REBRANDING THE NIGERIA POLICE FORCE
Chapter one
INTRODUCTION
1.1 Background of the Study.
Public relations is the process of managing the flow of information between an individual or organisation and the general public. Public relations can involve an organisation or individual acquiring exposure to their target audiences through issues of public interest and news items that do not require direct payment.
An organization’s public relations goal is frequently to persuade the public, investors, partners, employees, and other stakeholders to retain a specific point of view about it, its leadership, goods, or political actions (Robert, 2003).
The Nigeria police force is perhaps the most visible agency of government, and citizens frequently assess the character of a country based on its police force. This is because police officers serve as society’s “guardians” (Akanbi, 2004).
To a considerable extent, the evolution, actions, and behaviours of the police as an institution reflect not only the political and economic character of society, but also what those in power are willing or able to tolerate, condone, or even demand of the police (Charles, 2005).
Thus, any adequate analysis of the Nigeria Police’s problems and challenges must begin with an understanding of the history and dynamics of its development
which has been characterised and cultured by impunity, incivility, brutality, a lack of transparency and accountability since its inception in 1861, all of which have eventually led to large-scale corruption.
This, however, is not a presentation on the evolution or progress of the Nigerian Police, no matter how pertinent it is to the current unfortunate scenario.
There is no reason to suppose that police officers have a stronger moral compass as a result of their upbringing or training than the general public. However, when a police officer is found inadequate or, worse, breaches the law, societal wrath is at its peak. This is simply because a police officer’s deviance “betrays” the confidence and trust of society, tarnishing the entire organisation (Akanbi, 2004).
The Nigerian police face numerous obstacles. Aside from low pay and living in deplorable conditions, the presence of a police officer scares Nigerians rather than instills confidence.
Approximately four out of every ten Nigerians will always have a negative experience with the police (Becker, 2006). There are numerous slang words for police officers, many of them are pejorative or insulting in nature.
These terms are rarely used by the police themselves, but rather by criminals, inmates, and the general public. Ask the bus driver, taxi driver, traders, and shopkeepers who are constantly approached by armed police officers who demand bribes and violate their human rights in order to extract money.
A normal Nigerian would prefer to avoid dealing with the police. Some call them a variety of names and shun them like the plague. Right or wrong, the police should be concerned if the public lacks trust in them.
There are several reports of high-level police officials embezzling astounding amounts of public monies intended to pay basic police operations (Hagher, 2002).
Extortion, embezzlement, and other corrupt acts by Nigerian police violate citizens’ fundamental human rights. The police are accused of often extorting money from the public at taxi stands, marketplaces, or while going about their daily lives.
The police stations are extortion camps. Even victims of robbery or other forms of crime pay “homage” before their cases are heard. Most extortions take place during police roadblocks, which are nominally set up to combat crime (Becker, 2006).
These checkpoints are a profitable business for the police, who routinely demand bribes from cars and passengers alike. Checkpoints have been eliminated on numerous occasions, yet there are still many illegal checkpoints in operation.
Some cops would argue that theirs are’stop and search’ zones rather than checkpoints. Stop and search, often known as checkpoints, is a two-edged sword. The cop triumphs with his tail, but the regular person loses his head.
1.2 Statement of Problem
The presence of a police officer scares Nigerians rather than instills confidence. About four out of every 10 Nigerian would always have a bitter story or an unpleasant experience to speak about the police.
There are numerous slang words for police officers, many of them are pejorative or insulting in nature. These terms are rarely used by the police themselves, but rather by criminals, inmates, and the general public.
Ask the bus driver, taxi driver, traders, and shopkeepers who are constantly approached by armed police officers who demand bribes and violate their human rights in order to extract money. The subject that this study addresses is what function public relations plays in rebranding the Nigerian police force.
1.3 Objectives of the Study
The study’s aims are:
i. To investigate the image of Nigeria police in the minds of Nigerians.
ii. To determine the bad image of the Nigerian police force.
iii. Examine the public relations techniques for rebranding the Nigeria Police Force.
iv. To investigate the challenges of employing public relations tactics to rebrand the Nigerian police force.
v. Determine the benefits of rebranding the Nigerian Police Force through public relations tactics.
1.4 Research question
i. What image does the Nigeria Police project in the minds of Nigerians?
ii. To what extent do you believe the Nigerian police have a poor image?
iii. To what extent may pre-strategies be employed to rebrand the Nigerian police force?
iv. What are the obstacles of utilising public relations tactics to rebrand the Nigerian police force?
v. What are the advantages of rebranding the Nigeria Police Force using public relations strategies?
1.5 Significance of the Study
The researcher hopes that this study would contribute significantly to the Federal Government of Nigeria’s recognition of the importance of public relations in rebranding the police force.
The study also intends to help future Public Relations practitioners in this industry understand the level of impact they may have on their audiences, particularly their internal audiences, in order to achieve their goals.
This research will be used as a reference material for students studying in similar fields, particularly those studying mass communication.
Finally, it will help to dispel some of the internal public’s misconceptions about the PR department and put it to the forefront for easier access.
1.6 Scope of the Study
The primary goal of this study is to evaluate the efficiency of public relations methods in rebranding the Nigerian police force, with an emphasis on the Edo State Police Headquarters in Benin.
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