This study is focused
on the effectiveness of public relations proactive in tertiary institutions in
Enugu metropolis, with particular interest on university of science and
Technology Enugu state (ESUT).
The objectives of the
study among others include:
To find out whether ESUT have good relationship with the public.
To examine the level of staff and student relationship in the
To determine the impact of public relations on eh students
patronage on the institution (ESUT).
Three hypotheses were
formulated and Bourley’s formular was used in determining the sample size of
the students. While census was used for relevant staffs or management.
Sources of data were
both primary and secondary data. These data were presented on statistics
tables and formulated hypotheses were tested by chi-square.
Based on the analysis,
the following findings were made:
dissatisfaction is found among the lecturers because of low sand unpaid
salaries and wages.
Poor working conditions generally from low rate of pay over
supervision an job security.
between union and management.
That the public relation activities in ESUT is not well and
That there is little or
no participation of the employees in decision making of the institution because
of excess local that are unpaid far etc.
In view of these
findings, the following recommendations among others were offered.
That public relations
functions should be defined to avoid confusion in ESUT it should be defined to
include relationship with other publics and not only press relations,
publicity, lobbing and counseling, the relationship should be clearly
That better working
condition be provided since high productivity is a direct function of better
condition of working and saving.
That salaries and wages
if the lecturer and other employees be generated to something higher than what
it has been.
That well qualified and
skilled lecturer be employed for better uses of public relations which will
lead to more or higher patronage of the students.
It is very necessary
that ESUT or in genial tertiary institution but more especially ESUT should
make their public relations very effective so as to serve their publics better.
of the study
of the problem
of the study
of the study
of the study
of the study
overview of public relation
of public relation
role of public relation in marketing management
for public relations
tools of public relations
of public relations
of public relations programme
3.1 Sources of data
3.2 Population of study
3.3 Determination of sample size
3.4 Sampling techniques
3.5 Research instrument used
3.6 Method of data analysis
3.7 Questionnaire administration and distribution.
PRESENTATION, ANALYSIS AND INTERPRETATION
4.1 Data presentation and analysis
4.2 Test of hypotheses
SUMMARY OF FINDINGS, RECOMMENDATION AND
5.1 Summary of findings
1.1 BACKGROUND OF THE STUDY
Public relation has become a potent marketing tool in modern
business management in relent times, its influence is being fact on both big
and small firms with the influence of even greater expansion, it is important
for management organizations including tertiary institutions to understand its
potentials and limitations.
defined public relations as the activities of co-operation unions, government
or other organizations in building and marketing sound and productive relation,
with special public such as customers, relation employees in stock holders and
with public at large, so as to adopt itself to its environment and interprets
itself to the society.
Busch and Houston
(1995:200) noted that public relation is management function which evaluate
public attitude identifies polices and procedures of an individuals or an
organizations with the public interest and execute a programme of action to
earn public understanding and acceptance.
stated that public relation practice a management philosophy aimed at doing
every thing possible to create good relationship between an organization and
its public. Public relation is aimed at making friends for the
organization and building interenal and external good will on the reasonable
assemption that these are strongly needed for an organization to remain in
business and make profit with the increase in the activities of an
organization. The need for an adequate communication between the
organization and those who in one way or the other are affected by these
activities of the organization while wanting to remain liable need to have good
relation with its employees, consumers of its products and services, future
investors, stock holder and in fact that general public. As an
organization specialized in manufacturing or offering services, its needs to
slow its salt, existing or potential customers that is up to date.
Forward cooking concerned to producer and offer the best goods and services for
the price it charges and make sure that its customers are really satisfied.
Edoga and Ani
(2001:287) noted that a company should deliberately plan and execute a
continuous public relation programmes to develop a good relation between it and
the various public and amongst other objectives that are being sought with
Stressing the position
of public relation in the country Olawnoru (1999:194) noted that most officials
occupying the public relation positions of various organization in the country
today are not professionals they generally have a fair knowledge of what they
are supposed to do.
Esut as an institution
or organization has the students, members of its staff, parents, teachers,
association, the managerent, the host society, the state and the federal
government, Nigerian universities commission (NUC) etc as its relevant
publics. This implies that the activities performed by ESUT in one way or
the other effect those of the mentioned publics. Therefore in order to
maintain its public relations with those bodies, ESUT must at all time try to
create a rapport and understanding or goodwill with all these bodies.
This it will do through proper information circulation between itself and those
various relevant publics to it. This can be done by allowing the free
flow of information paying of salaries as at when due to the staffs, engaging
in proper and standard academic work, adding by the rules and regulations if
NUC in the performance of its activities. Manufactures and producers of
goods and services are now aware that public relations does not only ensure
good relation with the public but can strive towards profit making through
increased customers patronage. It is in the light of the importance
attended to public relations that the researcher seeks to appraise the
effectiveness of public relations, practices in Enugu state university of
science and technology (ESUT).
1.2 STATEMENT OF THE PROBLEM
A good corporate image is usually regarded to be essential for the
existence of an organization. The success or failure of a corporation
depends on its relationship with its public, consumers, employees, stock
holders, government, community, distributors, suppliers and others.
A favourable corporate
image creates confidence in an organization or institution. There has
been occasional treble in tertiary institutions, some leading to close for some
months or years. The eternal problems in our institutions has become the
open issue of the day. But ESUT has always remained in section despite
the occasional occurrences of this ugly indents. The questions that
called for answer was why this problem of internal matters has disturb in our
Why has ESUT not
witness the major breaking down of law and order despite the increase in school
Why has ESUT been able to maintain peace despite the fact that
there are some people that do not go down well with the staff, lectures, and
the students of the institution?
To what extent has
public relation contributed in maintained of peace and harmony in the
institution. These and many more are the center of the research work.
1.3 OBJECTIVES OF THE STUDY
Some consumers (students) prefers the services of some tertiary
institution to others. This fact need be accounted for by the level of
public relations practiced by these institution. Even at the research
study has the following objectives
a. To find out the level of attention given to
consumers (students) in ESUT.
b. To find out whether the institution have good
relationship with the press.
c. To determine the level of students
lectures. Staff and management relations in ESUT.
d. To know how public relation help in improving
communication between the people and organization.
e. To recommend solution to problems of public
relations that has be identified.
f. To determine the impact of public relations and
consumers (students) patronage.
g. To appraise the public relation activities of
Enugu state university of science and technology (ESUT).
1.4 FORMULATION OF THE HYPOTHESIS
On the course of this research work, the following hypothesis has
been putten forwards by the researcher
1. HO:- public relation of ESUT does not
lead to increase in awareness of the service of ESUT.
HI: These public relations of ESUT leads to
increase in awareness of their services of ESUT.
HI:- These public relations of ESUT leads to increase in awareness
of their services
2. HO:- The relation between the students
lecturers and staffs of the institution is not poor.
HE:- The relation between the student lecturers and staffs of the
institution is very poor.
3. HO :- Public relations activities of
ESUT does not lead to customers (students) patronage.
H3:- Public relation activities of ESUT leads to consumers
(students ) patronage.
1.5 SIGNIFICANCE OF THE STUDY
The most outstanding hope of this study is that its findings will
be of immense benefit to students, lecturers and staff of management of
tertiary institutions, which will help in minimize conflicts in these
The study also gave an
insight into the problem and practices of public relations in Nigeria
institutions of higher learning.
This study by its
objectives will not only assess the effectiveness of classified public
relation, but as its application and uses generally, therefore, when
successfully this project wale or research work is carried out and documented,
it will save as a source of relevant information to many institution and
organizations on the ways of using public relation and its importance.
relation practitioners have been deprived of excellent performance in their
operations because of shanty and insufficient data and in-adequate literariness
availability in this area. This study when successfully
completed and adequately supervised will be an addition to the essential
literature needed in public relations, a vital areas of marketing communication
public relations practitioners and consultants will therefore use it extensively
for reference. Based on forgoing, it become, indisputable that the
need for this study is worthwhile.
1.8 DEFINITION OF TERMS
writing this research work, some words will be steady use in many please in
process of completing this research work, and will be good to mention and
explain these terms for the better understanding of this project work, and
these terns are as follows:
PUBLIC :- Any group that has actually a company to achieve its
objective Kotler (1988:141).
OPINION & ATITUDE:- Belief or judgment not founded the same in
every body i.e the opinion and attitude of every body happens to differs from
one person to another. It is what the people feels, thinks or believe
about something or company.
IMAGE:- Mental picture or idea, view, opinion of something such as
services or product held by the public.
MARKETING :- The management process responsible for identifying,
anticipating and satisfying customers requirement in a profitable way or with
the intention of making profit.
TERMS AND CONDITIONS APPLY
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