USE OF PUBLIC RELATIONS PRACTICE IN GOVERNMENT INSTITUTION
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USE OF PUBLIC RELATIONS PRACTICE IN GOVERNMENT INSTITUTION
Chapter one
1.0 Introduction
1.1 Background of the Study
Many experts have greatly contributed to the achievement of defining public relations. According to Jerkins (1985), public relations is the purposeful, planned, and continuous effort to build and maintain mutual understanding between an organisation and its stakeholders.
The International Public Relations Institute (IPRI) defines public relations as a continuous and planned management function through which public and private organisations and institutions seek to win and retain the understanding,
sympathy, and support of those with whom they are or may be concerned by evaluating public opinion about themselves in order to correlate as far as possible their policies.
The concept of public relations is a basic principle in industrial relations, marketing, and image development for corporations, educational institutions, governments, and individuals.
According to Cutup et al. (1985:4), public relations is “the management function that identifies, establishes, and maintains mutually beneficial relationships between organisations and the various publics on which its success or failure depends.”
Bernays and Ivy Lee, considered the founding fathers of modern public relations in the early 1990s, defined public relations as a management function that involves tabulating public attitudes, defining policies, procedures, and interests, and executing a programme of action to gain public understanding and acceptance.
Roger Hayward, as stated by Adegoke (2001), defined public relations as the spread of an organization’s personality. This emphasises the necessity of communication between the organisation and its audiences.
Roger Hayward’s definition is similar to the British Institute of Public Relations definition in that both state that public relations officers are responsible for promoting, projecting, and representing the organisation while also interacting with the organization’s internal and external publics.
Through their operations and the use of their perspective means (i.e., print and electronic media), public relations project the management personality of the department it represents.
The Public Relations Society of America (PRSA) defines public relations as follows:
“a distinctive management function which helps to establish and main mutual lines of communication, understanding, acceptance and operation between an organisation and its public”
The International Public Relations Association of Mexico in North America defines public relations as
“the art and social science of analysing trends, predicting their consequences, counselling organisations’ leaders and implementing planned programmes of action which serve both the organisation’s public interest.”
It is evident that public relations work is required in practically every community and organisation, both for-profit and non-profit, including higher education institutions.
In truth, individuals in society require public relations services, particularly those who are professionals or experts, such as musicians, athletes, politicians, and so on.
To that purpose, the study looked at the usage of public relations practices in government institutions, using Isin Local Government in Kwara State as a case. In this study, public relations efforts and their value will be highlighted, particularly as they aid in the development and improvement of grassroots communication.
1.2 Statement of the Problem
This study discovered that management in many organisations does not recognise or appreciate public relations initiatives. Management, people, or government institutions fail to recognise the value of public relations initiatives in creating and maintaining a positive image for the institution’s success. It has been found that management has a tepid and nonchalant attitude towards the public relations department or unit and its actions.
Furthermore, they do not wish to invest money on its activities, such as organising seminars, workshops, symposiums, and so on.
Thus, this study will analyse the impact of public relations in enhancing the application of public relations practice in government institutions (a case study of Isin Local Government, Kwara State).
1.3 GOALS OF THE STUDY
i. Investigate the impact of public relations in Isin Local Government, Ibadan.
ii. Determine whether public relations has assisted Isin Local Government in developing and sustaining a mutual understanding between the council’s senior administration and its numerous stakeholders.
iii. To identify some of the issues confronting public relations in Isin Local Government Ibadan.
iii. Determine whether the public relations section of Isin Local Government, Ibadan, has improved the council’s reputation.
v. Discover the ways that Public Relations in Isin Local Government has successfully used to further the government’s interests.
vi. To understand the medium employed by public relations personnel to achieve the objectives of the Local Government.
1.4 RESEARCH QUESTIONS
i. How does public relations affect the Isin local government in Ibadan?
ii. How has public relations assisted Isin Local Government in developing and sustaining a mutual understanding between the council’s senior administration and its many stakeholders?
iii. What are the issues with public relations in Isin Local Government, Ibadan?
iv. Has the Public Relations Unit of Isin Local Government, Ibadan, boosted the council’s reputation?
v. What public relations strategies has Isin Local Government successfully used to further the interests of the government?
vi. What mediums do public relations officers utilise to achieve the goals of the local government?
1.5 SCOPE OF THE STUDY
The selection of Isin local government as a case study has constrained this project’s work because visiting all local governments is not practicable.
However, the demographics of the Isin local government workforce and management were analysed, including age, gender, working experience, and academic qualifications, prior to the distribution of questionnaires.
1.6 Significance of the Study
The study will assist many individuals, institutions, local governments, and other organisations. Few beneficiaries include undergraduates and graduates in mass communication and public relations, as well as public relations practitioners.
Local Government Community: One of the beneficiaries of this effort is the local government community, which includes all departments to understand the function of PR and how to engage with PR for good performance.
Public Relations Students: This work will benefit students, graduates, and public relations practitioners.
Academic World: If completed, the work will become part of the academic world, serving as a reference point for other academicians and students.
1.7 Definition of the Terms
Impact: This is synonymous with the functions or contributions of public relations to local government’s ease of administration.
Public Relations: This is a department or unit tasked with developing and maintaining mutual understanding between an organisation and its constituents.
Publics: There are a variety of individuals affiliated with Isin local government, including local government staff, workers, and the hosting community.
Mutual Understanding: This is a concept in public relations that simply refers to good rapport that fosters a symbiotic relationship between an organisation and its numerous stakeholders.
Local government refers to third-tier government entities such as the Isin local government.
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