1.0 Introduction
1.1 Background of the study
Public relations professionals and public relations practice play a critical role in many government parastatals and commercial organisations, whether or not they are profit-driven. It is impossible to overstate the value of public relations in any organisation. This is mainly supported by the fact that an organization's public relations department plays a crucial role in establishing and maintaining its corporate image, which contributes to the success of any organisation. 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.
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
Investigation revealed that 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 carryout 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.
The problem this study investigates is therefore, how Federal Radio Corporation of Nigeria utilizes public relations in building a sustainable corporate image uses public relations strategies in managing its corporate reputation in order to avoid having negative image among its teaming publics.
1.3 Aim and Objectives of the study
The main aim of this study is to determine the extent to which public relations has been used in building a sustainable corporate image for Federal Radio Corporation of Nigeria (FRCN).
Specifically, the study objectives are:
- 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.
- To determine the factors which encourage or hinder the practice of public relations in Federal Radio Corporation of Nigeria.
- To find out the extent the usage of public relations activities has contributed to the positive image of Federal Radio Corporation of Nigeria.
1.4 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- To what extent does the Federal Radio Corporation of Nigeria utilize public relations in building a sustainable corporate image?
- How does the management of Federal Radio Corporation of Nigeria carryout public relations activities?
- What factors encourage or hinder the effective practice of public relations in Federal Radio Corporation of Nigeria?
- How has the usage of public relations activities contributed to the image of Federal Radio Corporation of Nigeria?
1.5 Research Hypothesis
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
Hypothesis One
- H0: Federal Radio Corporation of Nigeriadoes not utilize public relations in building a sustainable corporate image.
- H1: Federal Radio Corporation of Nigeria utilizes public relations in building a sustainable corporate image.
1.6 Significance of the study
This research was conceived in full realization of the various interests it would serve. The corporate institutions and public relations practitioners would likely be activated by the findings to invest their utmost creative abilities in marketing communication- commensurate with current image building challenges facing their esteemed profession.
To the public relations and mass communication students, the study is intended to motivate further study on other much unattended subject matter on product branding, and provide them with a storehouse of knowledge as well as provide direction to enable them exercise high prudence in their daily economic decisions especially on how they brand themselves. The study will also provide corporate marketing executives in Nigeria with an insight into the dynamic nature of image branding activities in the economy.
1.7 Scope of the Study
The scope of this research is focused on the public relations and image making in Government institutions in Nigeria. It is limited to Federal Radio Corporation of Nigeria (FRCN) in Abuja.
1.8 Limitations of Study
During the course of this study, there were some problems encountered which stood as limitations to the research work. Some of the limitations include:
- Time Constraint:
The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Financial Constraint:
Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).
- Initial Cooperation Delay from Respondents:
A particular limitation of this work came as a result of the respondent refusal to offer their cooperation at the initial time they were contacted. This contributed in making the success of this research study difficult.
1.9 Definition of Terms
Public Relations:
It is the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public.
Image Making:
One who uses the techniques of advertising or public relations to create a favorable view, as of a person or an institution.
Government Institutions:
An established organization or foundation, especially one dedicated to education, public service, or culture run by government.
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