The Role Of Public Relations In Improving The Image Of Tertiary Institution (A Study Of Michael Okpara University Of Agriculture, Umudike, Abia State)

ABSTRACT

The complexity of changes in the competitive world today, has accentuated the need for promotional strategies that would give organizations an edge over others. This study was therefore embraced upon with the view of exposing the gains of good public relations practices in organizations and what they stand to benefit from a good corporate image.

In carrying out the study, the survey research method was adopted. A total of Two hundred and ninety-five questionnaires were returned. The sample, randomly drawn from academics, non-academics and students was used for this study. The data gathered were presented in tables with percentages of each category calculated. Furthermore, the formulated hypotheses were subjected to empirical test, applying the chi-square(X2) statistical technique. It was discoveredthat public relations and corporate image contribute immensely to the actualization of organizational goals. Also, it was found out that propaganda is not a good option to be adopted by any organization that wants to achieve a good corporate image. Public relations still remains the best option.

Findings from the study show that the mass media is effective in information dissemination and mobilization for public relations and corporate image policies of organizations in Nigeria.

It has been suggested that organizations should engage the services of public relations experts who will ensure that the two-way symmetric model of communication is upheld.

TABLE OF CONTENTS

Title page        ﾿ i

Declaration      ﾿ ii

Certification          ﾿ iii

Dedication            ﾿ iv

Acknowledgement      ﾿ v

Table of Contents      ﾿ vi

List of Tables      ﾿ vii

Abstract ﾿ viii

CHAPTER ONE

INTRODUCTION 

1.1 ﾿ Background of the Study      ﾿ 1

1.2 ﾿ Statement of the Problem ﾿ 3

1.3 ﾿ Objectives of the Study ﾿ 4

1.4 ﾿ Research Questions          ﾿ 5

1.5 ﾿ Research Hypotheses        ﾿ 5

1.6 ﾿ Significance of the Study    ﾿ 6

1.7 ﾿ Scope of the Study        ﾿ 7

1.8 ﾿ Limitations of the Study    ﾿ 7

1.9 ﾿ Definition of Terms      ﾿ 8

CHAPTER TWO 

LITERATURE REVIEW 

2.1 ﾿ An Overview of Public Relations      ﾿ 9

2.2 ﾿ The Public's of Public Relations        ﾿ 10

2.3 ﾿ Functions of Public Relations        ﾿ 12

2.4 ﾿ Public Relations and Marketing Concept        ﾿ 13

2.5 ﾿ Powers of Public Relations in Building Corporate Image    ﾿ 14

2.6 ﾿ Public Relations and Other Media      ﾿ 15

2.7 ﾿ Public Relations and Propaganda    ﾿ 16

2.8 ﾿ Theoretical Framework    ﾿ 16

2.9 ﾿ Empirical Framework      ﾿ 17

CHAPTER THREE 

RESEARCH METHODOLOGY 

3.1 ﾿ Research Design      ﾿ 20

3.2 ﾿ Area of the Study      ﾿ 20

3.3 ﾿ Population of the Study    ﾿ 20

3.4 ﾿ Sources of Data    ﾿ 20

3.5 ﾿ Sampling Technique      ﾿ 21

3.6 ﾿ Determination of Sample Size    ﾿ 21

3.7 ﾿ Method of Data Analysis and Presentation    ﾿ 22

3.8 ﾿ Validity of the Instrument      ﾿ 22

3.9 ﾿ Reliability of the Instrument      ﾿ 22

CHAPTER FOUR ﾿

DATA PRESENTATION AND ANALYSIS 

4.1 ﾿ Questionnaire Distribution and Retrieved    ﾿ 23

4.2 ﾿ Data Presentation    ﾿ 24

4.3 ﾿ Psychographic Data Presentation    ﾿ 25

4.4 ﾿ Test of Hypotheses ﾿ 33

CHAPTER FIVE 

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS 

5.1 ﾿ Summary of Findings    ﾿ 42

5.2 ﾿ Conclusion        ﾿ 43

5.3 ﾿ Recommendations    ﾿ 44

References      ﾿ 45

Appendix        ﾿ 46

Questionnaire      ﾿ 47

LIST OF TABLES

Table 4.1 ﾿ Questionnaire distributed and retrieved

Table 4.2 ﾿ Personal /biographic data

Table 4.3.1 ﾿ The role of public relations and corporate image to institution

Table 4.3.2 ﾿ If yes, are they adopted/practiced by institution

Table 4.3.3 ﾿ How long has it been produced

Table 4.3.4 ﾿ The objectives of public relations practice in improving good corporate image of your institution

Table 4.3.5 ﾿ Which of the following practice does your institution embarks upon

Table 4.3.6 ﾿ Does public relations practices contributes to building a good corporate image

Table 4.3.7 ﾿ Does public relations strategies/practices and a good corporate image contributes to the attainment of institutional goals

Table 4.3.8 ﾿ Does public relations strategies and a good corporate image affect your institution

Table 4.3.9 ﾿ Is it possible for public relations practice to polish a tarnished image

Table 4.3.10 ﾿ Is propaganda a better option to public relations for an institution that wants to achieve a good corporate image in Nigeria

Table 4.3.11.People sees the mass media in Nigeria as propaganda machinery for their respective owners. Do you agree? 

Table 4.3.12 How effective is the mass media in Nigeria in information dissemination and mobilization for public relations and corporate image policies.

Table 4.3.13 Does institution with good public relations practices as well as a good corporate image how greater respect than their counterparts that do not make good use of them?

Table 4.3.14 Have institution in Nigeria been making use of public relations practitioners in achieving their goals?

Table 4.3.15Public relations and good corporate image provoke consolidation of institutional aims and objectives.

Table 4.4.1a ﾿ To test the hypothesis one

Table 4.4.1b Chi-square Table one

Table 4.4.2a ﾿ To test the hypothesis two

Table 4.4.2b Chi-square Table two

Table 4.4.3a ﾿ To test the hypothesis three

Table 4.4.3b Chi-square Table three

Table 4.4.4a ﾿ To test the hypothesis four

Table 4.4.4b Chi-square Table four

Table 4.4.5a ﾿ To test the hypothesis five

Table 4.4.5b Chi-square Table five