PUBLIC RELATIONS AND CORPORATE IMAGE BUILDING IN TERTIARY INSTITUTIONS

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PUBLIC RELATIONS AND CORPORATE IMAGE BUILDING IN TERTIARY INSTITUTIONS

CHAPTER ONE

INTRODUCTION

1.1 Background To The Study

According to Ivy Lee,(1900 ) public relations is a management function, which assesses public attitudes, and defines the policies, procedures and interests of an institution towards executing a program of action to earn public image of appreciation and acceptance.

The significance of PR is to build good image and relationship with the institutions various publics through favourable publicity, handling crisis management issues and building a good corporate image, in today’s modern society institutions with PR department must be proficient in the use of social media. Mark Burgess

It is the role of Public relations to inform the public about news, affect the news, receives the news, and react to the news towards building the brand image of the institution through the media.PR determines the shape of an institution reputation, image, culture, brand perception. PR utilizes various modes to build the image of the institution such as the use of radio, digital video, tv, print , broadcast, and the social media. Apparently social media has greatly affected other modes of communication in today’s communication sector. Lisa Buyer – The Buyer Group. Heidi cohen (2011)

Public relations specialists ensure the establishment and maintenances of good relationships with the institutions publics, media, and opinion leaders. PR responsibility include the writing of speeches, acting as the institutions spokesperson, designing communications campaigns, preparing clients for press conferences, writing news ,working with the press, arranging media interviews and speeches, managing the website and social media , managing crisis to build institutions reputations , handling internal communications, and marketing activities , event management and brand protection .The research therefore seek to appraise Public Relation and Image Making in Government Institutions with a case study of NIGCOMSAT, Abuja.

1.2 STATEMENT OF THE PROBLEM

The 21st century has greatly affected the nature and role of PR. This is because the Internet has facilitated the easy dissemination and rejection of messages. The clutter of PR messages can mislead readers and viewers, and at the same time can go viral enough to make the possibilities intriguing. Institutions will have to address salient issues to enhance the effectiveness of PR in today’s internet driven society. Credibility; PR professional must work extra hard to gain credibility as a result of the evolution of internet social media. This means that gaining access to media outlet would demand the presentation of credible messages as media editors are out to screen PR Messages for credibility, accuracy, professionalism and quality. The 21st century has facilitated people with internet facility to get a message out in seconds. This has led to lot of exaggeration and false claims that has eluded the credibility of PR promotions .Consequently an institution must evolves measures to establish the credibility of its messages. This can include establishing your credentials and background, third party endorsement who will be ready to offer the facts and figures to support your credentials. Multiple Channels; Today there are multiple channels of communication other than the traditional methods of TV, radio and newspapers. Institutions must choose the most suitable medium to reach its target audience.

OBJECTIVES OF THE STUDY

The objective of this research work includes the following.

To know whether the practice of public relations of tertiary institutions has any significant impact on the survival of tertiary institutions.
To know if the practice of public relations by tertiary institutions in the recent time has contributed to the improved productivity in tertiary institutions.

RESEARCH QUESTIONS

To give focus to the research problems, the following questions were formulated.

Does the practice of public relations has any significant impact on the existence, and survival of tertiary institutions.
To what extent has public relations help to establish goodwill relationship between management and the staff.
To what extent has public relations practice increase the productivity of tertiary institutions?

DEFINITION OF TERMS
PUBLIC: The word public refers to a group of people who share common interest, face a similar situation, recognize the consequences and seek to deal with the situation.
STRATEGY: This is the art or employing all elements of the power of a nation or nations to accomplish the objectives of a nation or an alliance of peace or war.
PUBLIC RELATIONS: This is the art and social science of analyzing trends predicting the consequences, counseling organizational levels and implementing planned programmes of action.

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