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ABSTRACT
Public Relations through sometimes over looked is a concept that is
almost as old as mankind, the early man in all his naivety built public
relations principles in his action he went in search of food.
While
the woman held forts in the home he led his life alongside animals in
the force that is to say that he maintained cordial relationship between
his self and the animals in the forest that I think is public relations
at its incipient stage.
The beginning in spite of this early
Development is Publics Relations the concept seems to have down
malpractice especially commission a body charged with the management of
an really three hundred secondary school in the state in the state with
its man power and other implications.
The Commission and at time the
Directors seems them selves and the supreme authority accountable only
to them selves with power to make law for the daily administration of
the resource at its commend.
To some of these administrations there
is little need for public relations input in management decisions since
some extent in the art of communication.
The research questions
decide from the objective of the study the proposed hypothesis tested.
The findings recommendations and conclusion will be seemed in the last
part of this work.
CHAPTER ONE
INTRODUCTION
Every a public relations officer
must or will was faced the problem of lack of confidence. Not so much in
himself as in the value of the job he has to do. In some causes, this
is because of a failure by those in the management to appreciate fully
the purpose and objectives of public relations in others, it is because
of the appointment of the incompetent wrong officer who does not
understand the subject or lacks the personality to convince those around
him of its importance. Yet in others there is a misguided sense of
economy, which postulates that public relations is an expensive luxury.
This line of thought often leads to the appointment or the transfer of a
man or woman to the post on the ground that he or she likes meeting the
public or some other poor reasons. Modern public relations practice is
an indispensable instrument of any management public relations
principles into management decisions.
The public relations department
in any organization should serve as the fight hand of management
advising it in much the same way as a lawyer counsels his clients on
legal matters. Since there appears to be people dependent on it for
existence, such organization should always strive to take the interest
of this public into consideration in all its decision this is necessary
because all organization decisions have public relations implication.
The decision to increase the prices of goods to change the trademark or
even to change the school calendar or increase the school fees could
lead to dissonant behavior from the public. Public relation’s input
therefore becomes a very significant factor in the decision making
process.
There is something to be said about making the public
relations unit in the ANSEC a separate entity able to advice and guide
without fear or favour. In Anambra State Education Commissioner is
important to enable the public relations officer to be able to persuade
others in the management while arguing on equal level. Ideally the
public relations officer (P.R.O) in the ANSEC should attend all the
management meeting. All (Commissions Meeting) these have a bearing on
the commission policy and as head of his own department he is then in a
position of being able to give advice free of restraint this is against
the present position where the commissioner’s principal public relations
officer (who is the highest in the hierarchy of the commission’s
P.R.O.S) is ill informed on commission’s decisions and at times is
merely briefed.
All new educational policies need public relations
consideration. How will the public react to them? How can they be
explained how easily will they be understood the earlier the advice the
greater the chances of success. It is even possible that with a better
orientation, the ANSEC management might abandon some of its objective if
public relations advice indicated a positive chance of public
rejection.
Each objective, each decision, poses the question, how do
we tell the public and what will public’s reaction be public relations
in the Anambra State Education Commission involves a great deal more
than the more giving of information which is a passive role. It is
almost useless appointing a public relations man or woman and then
ignoring the advice given. There is a seemingly tendency to regard the
commission public relations department as a “Post Office” an agency for
the distribution of pamphlets or News releaser. This is how not to
appreciate the in the period before Christ King used to ask for the
advice of aides on how best to deal with their subject. This is it self
show that the concept of public relations is as old as human history and
has continued to exist among people. Present day from of public
relations practice however data back to 1923. However in 1948 following
the public relations in Britain alongside the public relations Society
of American the Management concept of Public Relation was introduce
concept ideal behind the introduced was to enable organization consider
the interest of their public in decision making process through the
building public relations principles in all decision that are likely to
have implication for the long and short term goals of the organization
this feeling to have public relations department serve as the right hand
of management was encapsulated in the definition of public relation by
some mass communication scholars one of such definitions. Sees public
relations as a philosophy and function of management which evaluates
public attitudes, identifies the policies and procedures of an
individual the policies and procedures of an individual or an
organization leaders and implementing planned programme of action which
will serve both the organization and the public interest from the above
definition. It can be seen that the concept of public relations as a
management function was built into the definition of public relations
and is therefore an indispensable instrument of any management.
In
Nigeria however public relations practice is yet to be perceived as a
management function this is due to the failure of some organization
chief executives to establish, public relations as an organized part of
their activities due mainly to their considering. It is to the their own
personal responsibility to project the personality of the concern to
the outside world. Many of these chief executives regard them selves as
their organization’s chief public relations officers and react
instinctively against any suggestion that this important function should
be delegated to any one how ever in the art of communication who could
be better than the chief executive to explain the complex policy to the
press radio and television or to Ifitedunu located within the Anambra
State capital territory the highest in the hierarchy of the public
relations officers in the commission in the principal public relations
officer whose office is at senior information officer who co-ordinate
the activities of the others office hand at the headquarters. These is
also a place in the other commission zone officer, public relations
officer who on day to day basic teal with the number commission is
public both internal and external for example. The zonal public
relations officer at Ifitedunu all issues that are likely to have public
relations implication, like complaints against transfer by teachers
threats a place in mind what should be done to boost their I made this
practically to all other public relations officers representing the
commission in the others zones.
These problem highlighted by the
zonal P.R.O are now table before the management officers the management
would then deliberate o the issues and come out at times with far
reaching solutions depending on the principal public relations unit
would them service means of reaching out to the effected public on the
issues e.g. through press release handouts public announcements and
visits to affected areas etc.
SIGNIFICANCE OF STUDY
One of the aims of the
researcher is that this work will help public relations practitioners
build on their knowledge and role and role as the right hand of
management. To this extent, this study will serve as a reference
documents for other organization and public relations officers. In
knowing how to apply the management concept of public relations in their
organizations.
It is the aim of this study to find out the role
expectation of the public relations department in a government parasite
the State Education Commission to the growth and continued existence of
the organization the study would also find out whether the management of
the commission, otherwise called the board is interested in the ideal
role definition of the public relations department and the extent of its
interest with regard to encouragement and integration in the management
through the decision making process for the smooth running and ultimate
building of goodwill between the organization and its publics. Stock
holders and others likely to be interested chief executives thought this
attitude reflects the appreciation of the importance of public
relations by organization leaders the chief executive should set the
obviously he cannot spare the time to control the whole of the
organization to passes the necessary ability and experience. He there
fore needs to rely on export advance, by public relations practitioner.
In
Anambra State Education Commission, a body charged with the management
of secondary school in the state (focus of my research) the practice of
public relations as a management function has not been done appreciated,
since its establishment in 1980, not much has been done in area of
recognized the role definition of the public relations department. This
has been to its imperil –since the organization has a vast public which
includes, the parents, teachers, association, the Board of Governors,
Banks, Higher Institutions, Students, etc. The diverse nature of its
publics make it very necessary that public relations input should be
continually built into its policies and programmes.
The result of its
failure to utilize the services of public relations in the management
is the spate of thane cruelty and other negative manifestations in the
secondary education sector in the state.
This state of affairs
presupposes that the board of the state education commission should make
the public relations department an organized part of all its policies
and programmes if the education in the sate is to be up graded.
ARRANGEMENT OF PUBLIC RELATIONS IN THE ANAMBRA STATE EDUCATION COMMISSION
An
appraisal of public relations in the Anambra State Education commission
showed the bureaucratic structure of the public relations unit of the
commission is located at the Ifitedunu headquarters in the final
analysis this study will highlight area of further study on this case
study or similar aspects of the ideas and would make recommendations
where necessary.
STATEMENT OF THE RESEARCH PROBLEM
LIMITATIONS OF STUDY
Just
like in most similar inquiries a number of problems were encountered
while working on this study. They include paucity of materials on the
theme and the uncooperative attitude of some respondents among others.
For
case of the assignments, I used State Education Commission Headquarters
Ifitedunu and its internal and external public participated.
RESEARCH QUESTIONS
1. What position does the public relations officers occupy in the Management in the Commission?
2. How do some public of the Commission perceive the role of public relations in the Organization
3. To what extents are public relations impute utilized in Management decision in the Commission.
RESEARCH HYPOTHESES
1.
The public relations officers of ANSEC should be part of the management
to be able to improve the image of the organization and build good will
and understanding with its publics.
2. Unless the public relations
officer of ANSEC are integrated into management and their advice taken
into consideration, the image of the organization will basic before its
public.
3. Ho -------- unless the before public relations officers
are at the right hand of management its policies and programmes may be
disagreeable to its public.
DEFINITION OF TERMS HYPOTHESES ARE
Public this is
any group of people with whom an organization deals with e.g. the
parents the teacher’s students and employees of the commission (IMAGE
Reputations of the organization P. R. Public Relations P.R.O Public
Relations Officer.
MANAGEMENT: The body that organization the effort
of the commission in order to achieve its aims and objective (ANSEC
Anambra State Education Commission.
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