ABSTRACT
The paper primarily examines public
relations and image making in government institutions a case study of FRCN,
Abuja.
Issues
on the role public relations plays in building and sustaining corporate image
of an organisation have being an area of importance in public relations
research. Scholars are of the view that a corporate image is powerful; it helps
to determine how a person will behave towards a company. How that company is
perceived a weak or strong, open or dubious, warm or cold, rigid or flexible. The major objectives of the paper are:
to determine the extent to which public
relations has been used in building a sustainable corporate image for Federal
Radio Corporation of Nigeria (FRCN). To determine whether Federal Radio Corporation of
Nigeria utilizes
public relations in building a sustainable corporate image. To ascertain how Federal
Radio Corporation of Nigeria management is carrying out public relations activities that
will enhance and sustain its image.
Concerning methodology, both secondary and
primary sources of data was used for the study. A survey research design was
used with a sample size of 32 employees of the federal radio
corporation of Nigeria, Abuja. Data
was analyzed using chi-square statistical tool. Key findings from the study
showed that
majority of the respondents are of the opinion that federal
Radio Corporation of Nigeria utilizes public relations in building a
sustainable corporate image and that public relations are essential for
organizational growth and expansion.
Recommendations for the study include; Organisations, especially government
parastatals should endeavor to invest more in public relations in order to
portray good public image.
TABLE OF
CONTENTS
Title Page - - - - - - - - - i
Approval Page - - - - - - - - ii
Declaration - - - - - - - - iii
Dedication - - - - - - - - - iv
Acknowledgement - - - - - - - v
Abstract - - - - - - - - - vi
Table of Contents - - - - - - - vii
CHAPTER
ONE – INTRODUCTION
1.1 Background of the Study - - - - -
1.2 Statement of General Problem - - - -
1.3 Objective of the Study - - - - - -
1.4 Research Questions - - - - - -
1.5 Hypothesis
- - -
- - -
- - -
1.6 Significance of the Study - - - - -
1.7 Scope of the Study - - - - - -
1.8 Definition of Terms - - - - - -
CHAPTER
TWO – REVIEW OF RELATED LITERATURE
2.1 Introduction - - - - - - - - -
2.2 Theoretical Framework - - - - - - -
2.3 From image creating
up to sustainable image and reputation management- - - - - - - - - - -
2.4 Managing image and
reputation: theoretical insights and practical considerations- - - - - - - - -
2.5
Public relations in public institutions- - - - - 2.6 Empirical Review- - - - -
- - - -
CHAPTER
THREE – RESEARCH METHODOLOGY
3.1 Introduction - - - - - - - - -
3.2 Research Design - - - - - - - -
3.3 Area of the Study - - - - - - - -
3.4 Population of Study - - - - - - - -
3.5 Sample size and Sampling Techniques - - - - -
3.6 Instrument for Data Collection - - - - - -
3.7 Validity of the Instrument - - - - - - -
3.8 Reliability of the Instrument - - - - - -
3.9 Method of Data Collection - - - - - - -
3.10 Method of Data Analysis - - - - - - -
CHAPTER
FOUR – DATA PRESENTATION AND ANALYSIS
4.0 Introduction - - - - - - - - -
4.1 Data Presentation and Analysis - - - - - -
4.2 Characteristics of the Respondents - - - - -
4.3 Data
Analysis - - - - - - - - -
4.4 Testing Hypothesis - - - - - - - -
4.5 Summary
of Findings - - - - - - - -
4.6 Discussion of Findings - - - - - - -
CHAPTER
FIVE – SUMMARY, CONCLUSION AND RECOMMENDATION
5.0 Introduction - - - - - - - - -
5.1 Summary - - - - - - - - - -
5.2 Conclusion - - - - - - - - - -
5.3 Recommendations - - - - - - - -
References
- - - - - - - - - -
Appendix - - - - - - - - - -
CHAPTER ONE
INTRODUCTION
1.1 Background of the study
The importance of public relations in any organization cannot
be overemphasized. This is largely buttressed by the fact that the public
relations unit of an organization is an important factor which aids in the
success of any organization through building and sustaining its corporate
image.
In many government parastatals and private organizations
whether seeking profit or not in their operations, public relations
practitioners and public relations practice play a very important role. As
Rensburg and Cant (2003:34) indicate, public relations exist in every company
and institution, irrespective of whether or not the company or institution
wants it. Within an organization, activities such as phone calls, newsletters,
public letters including its everyday encounter with its public, to name only
few, form a perception and an image in its public’s minds about the
organization. Various images come into the public minds based on how the
organisation has identified itself to the public.
According to Lukusa (2009:1) if an organisation’s portrayed
identity does not coincide with the image perceived by its public, the
organisation’s reputation and corporate image might suffer and as a result this
might also affect the management of the entire organisation. The roles of
public relations practitioners are thus very important and crucial in building
the corporate image of their organisations to the public. These roles
contribute to the development, the sustainability and a good functioning of the
organisations.
Public relations practitioners’ roles also contribute to
identifying, establishing and extending the organisation’s sphere of influence.
The practitioner’s roles help in monitoring, controlling and establishing its
corporate identity and corporate image.
The image making functions of public
relations are principally counseling based on the understanding of human
behavior. By analyzing trends and predicting their consequences, through
research of public opinion, attitudes and advising a necessary action, public relations
establishes and maintains two-way communication based on truth and full
information. This is to say that public relations is concerned with maintaining
public image for high profile organizations, programs, or individuals (Seitel,
1998:6).
Building the corporate image of an organisation is not an
easy task that can be achieved in a day within an organisation by a public
relations practitioner. Some industries, financial services, chemicals
factories, etc. suffer from a serious (corporate) image problem. In the eyes of
many, they are seen as exploiters, inefficient, having fat-cat bosses, etc.
Varey (2002: 193).
Meanwhile, according to Dowling (1994: 8) quoted in Varey
(2002: 195), corporate identity is the symbols (such as logos, colour scheme)
that an organisation uses to identify itself to people. Since corporate image
is sometimes deemed as the organisation reputation, therefore, reputation is
considered by a growing number of management practitioners and scholars to be
an intangible asset that enables the enactment of relationships among the
corporation and their public.
The importance of the foregoing
according to Nwosu (1992:8) is that: The time has come when professional public
relations are made to play its proper role towards promoting the type of
positive image which the organization needs. This can be achieved, if the
public relations professionals are allowed to influence the policies at the
stage of initiation, analysis and preparation of programs.
According to Dozier and Grunig quoted in Grunig et al. (1992:
395), “Public relations must be placed high in the organisation hierarchy and
must be practiced strategically if it is to make the more effective and, thus,
to be excellent”. Meanwhile, in many existing organisations the roles of public
relations practitioners in building the corporate image of the organisation to
the public are taken for granted, neglected and even attributed to other
departments within the organisations. It should also be noted that, public
relations’ roles have become the subject of extensive research by public
relations scholars.
Roles define everyday activities of the public relations
practitioners and practitioners roles are keys to understanding the functions
of public relations in building the image of an organisation to the public.
Practitioners’ roles are at the nexus of a network of concepts affecting
professional achievement of practitioners (Dozier and San Diego in Grunig et
al, 1992: 328).
According to Kitchen (1997: 16), public relations
practitioners fail to realise their full potential because of how their roles
are perceived within organisations. He adds that the question whether public
relations practitioners are allowed by management to fulfill their potential
various roles played in organisations are considered, along with implications
for the profession (Kitchen, 1997: 7).
It
is in the light of the above issues that the research examines among other
things, the extent at which roles played by public relations
practitioners in building the corporate image of an organisation.
1.2 Statement of the problem
Issues
on the role public relations plays in building and sustaining corporate image
of an organisation have being an area of importance in public relations
research. Scholars are of the view that a corporate image is powerful; it helps
to determine how a person will behave towards a company. How that company is
perceived a weak or strong, open or dubious, warm or cold, rigid or flexible.
The role of PR therefore is to assist in building and protecting an
organization’s image (Bernestin, 1984:103).
There
are lots of Public criticisms bordering on the attitudes of BIRS staff over tax
issues and the nature of tax to be paid. People complain that the organisation
does not carry out adequate public education on its activities generally. Also,
the organisation is alleged as exploitive since the monies collected by it are
allegedly spent by those working there. These sundry criticisms are likely to
give a bad image to the organisation.