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PUBLIC
RELATION A TOOL FOR CONFLICT RESOLUTION
(A CASE
STUDY OF PHCN LTD ENUGU TERRITORIAL OFFICE)
ABSTRACT
A public
relations is the acts of employing effective communication to build sustain and
defend organization’s reputation among both its internal and external
publics. Remarkably which any
organizations public image receives a high rating bases on the foregoing
attributes it translates into increased public confidence patronage good will higher profit growth peaceful and
stable environment The researcher’s
interest in this topic emanated from the above premise also as a student of
communication would like to find out public relations as a tool for conflict resolution Questionnaire
personal interviews personal association
journals textbooks office record etc.
were used to gather primary and secondary data which were then analysed
using statistical techniques as percentage rate means table and charts. The population interest included both internal and external.
Random sample method was adopted to elicit the reasons. Educational qualification of the respondents. Whether PHCN has public relations department
the medium through which PHCN’S policies and
. programmes are disseminated public relations has encouraged cordial
relation between PHCN and its public
PHCN and its social responsibility
public relations as a tool for conflict resolution credibility
building and earning and
repartition for company are predicated on effective communication with
the publics we all examine and discussed.
However the result of the survey
revealed that PHCN agrees that PHCN public relations is imperative in
conflict management and resolution. The outcome of this research work
will go a long way to portray the importance and imperative of public relations in both
business and social lives. In the high of this some strong recommendations were
made for those who care to know.
TABLE OF
CONTENT
CHAPTER ONE
Introduction
1.1 Background of study
1.2 Statement of research problem
1.3 Objective of the study
1.4 Significance of the study
1.5 Research question
1.6 Research hypothesis
1.7 Conceptual and operational definition
1.8 Assumptions
1.9 Limitations
CHAPTER TWO
Review of
the literature
2.1 Sources of literature
2.2 Summary of literary review
CHAPTER THREE
Methodology
3.1 Research Method
3.2 Research design
3.3 Research sample
3.4 Measuring instrument
3.5 Data collection
3.6 Data analysis
3.7 Expected Result
CHAPTER FOUR
Data analysis
and result
CHAPTER FIVE
Summary,
Recommendation and Conclusion
5.1 Summary
5.2 Recommendation for further study
5.3 Suggestion for further study
5.4 Conclusion
References
Bibliography
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Before the
dawn of modern civilization, our forefathers had a way of conducting themselves
to ensure peaceful co-existence and mutual understanding which is the cordial
point in public relations.
Activities mostly are carried
individually because no one was a spokesman for the rest. But, as time went,
further, individual got the initiative of forming union, interest group and
organizations with impacts in regards to society. To alley the fears of the publics,
organizations saw the need to create an arm that could give and take
information from the public to retain their trust and co-operation.
According to David ideal (1983) public
relations is the study of principle philosophies theories attitudes and the
ideas which govern human activities. The public relation practitioner employs
effective communications to build, sustain and defend his organization’s
reputation among both its internal and external publics.
Along the line public relation among other
things helps to formulate polices and also in planning which involves working
out operational guidelines and strategies for attainment of the objective. It also assists in the policy execution and
evaluation of the activities so far carried out. Also it helps to determine how
good the publics are the appropriates of strategies and how well the execution
has been effected; no double it is regards
as a management function. The
united kingdom president of international association of business
communication Vicki Staveacre says in a
book titled strategic communication that public relations actually
contributes to bottom line. It supports the strategic objectives of the
company relationship with internal and external public as well as stake
holders.
According to
study conducted by the association public relations contribute to the
bottomlined by preventing the cost of conflict with its public in terms of
strikes litigation and boycotts.
Public
relations to achieve these ideas and goals for which an organization is
established it must not be neglected that is adequate public relations planning
and programming must be in line with that of the organization.
This
planning programming and implementation
must be evaluated by measuring in terms of their parameter audience, coverage
response communication impact and process or influence. This is why cult lip Cortland centered in
1987 that the more likely they are to hold consistent position on that issue
the more a person is emotionally involved in his beliefs on controversial
statement.
Individual
tend to see and respond to their pre-disposition if it is one of the basic
principles of public relations that people are essentially rational by
nature. They respond to facts and
want the truth and they will literately find and act upon it.
Lawrence
N Notle 1978 cloistered that human beings are not
responsible and rational but rather emotional and which will eventually oppose
to a law in favour of buying it’s product or love it’s advertisement but refuse
to buy the advertise product but public relational knows how to get on with
such situations. Relating to this Frank
E. wash observes public relation as the planned effort to influence opinion
through good character and responsible performance based on mutually two way
communication in public relations which reaffirms that every group or segment
has a situation that relates them together and which they have to agree upon
with mutual understanding.
Employees,
customers, suppliers, stake holders, communicators, government and academic
staffs with its organizations and be able to be heard by the external
body. Any thing shout of this amounts to
a mere shot in the clark, bearing in mind the subject matter must be perfectly
attended to in order to create a favourable opinion for the organization, their
complaints must be looked into with dispatch by the public relation department.
Pat Bowman and Nigel E (1976) and noted that all complaint genuine or not must be
acknowledged properly.
Therefore,
customer are of immense vital to the public relations man and it’s environment
should make constant effect to see its environment should make constant effort
to se that they are comfortable. In today’s interdependence society, all
institutions are vested with public responsibility.
Today’s
public opinion though it may appear as high as air may become tomorrow
legislation for better for worse, therefore, a wise firm makes public relation
not simply of a staff department but a management so that every major business
relation is considered from the stand point of its public importance.
Public
relations is a management function of a continuing and planned character
through which public and private organization and institution seek to win and
retain the understanding and support of those with whom they are or may be
concerned by evaluating public opinion about themselves in order to correlate
as far as possible their own policies and procedures to achieve more efficient
fulfillment of their common interest.
When a company’s public image receives
a high rating it translates to increase public confidence patronage, good, will
higher profit growth peaceful and stable environment.
Cuarles formbrum (1976) in his book
reputation realizing value from cooperate image, puts it succinctly thus A
reputation is invaluable because it informs
us about what products to buy what companies to work for or what stocks to
invest in against this background. This
particular study focused on public relations as a tool for conflict resolution a case study of
PHCN Enugu office. This study has become
imperative in the high of the importance of the communications in this
era of economic uncertainty and problem galore secondly by the
recent development in the industry such as the permission of commercial
carried to engage private sector in telecommunication
business ie which participation will
indirectly expose PHCN to some sort of competition. The level of development in the industry and
the country in general coupled with the general misunderstanding of public
relations calls for a study like this
1.1 BACKGROUND OF THE STUDY
The decision
to build a dam across River Kaduna in the area of Shiro, a small farmers villages near minna in
Nigeria state that gives its name to the gorge where the project is located,
has its origin in the survey
carried out in the early 1950’s and relevant to the exploitation of the
energy potential of the Nigerian River System.
The survey, led to the implementation
of what is now 760 Mid Kainji and 540 MW Jebba power stations on the Niger and
of this 600 MW Shirow power station an the Kaduna, are of the tribularies to
the Niger. While the final design of the
whole project was prepared for PHCN, formerly NEPA by Chast. Main international
INC of Boston, mass USA, who where also responsible engineer for the
supervision of all the contract required of the civil works was awarded by PHCN
to the Halien from Torno SPA towards the end of the 1978. Other components of the projects were awarded
to different companies, which included the Austrain from Voest Alphine for the
supply and installation of the hydraulic turbines and governors, of the federal
republic of Yugoslavia fro the supply and installation of the generator and
excitation system, Mitsui Tioshuba of Japan
for the generator transformer and GEC of the UK for the protective relays and
control equip. High voltage swittgear and other switch yard equipment were
supplied by Siemens AG of the Federal republic of Germany while CEI of Italy
handled Electrical Installations and ancillary plant items. A Spanish company, Bynsa supplied the project
cranes.
The shiroro hydroelectric project was
managed by the engineering division of PHCN. Significantly under the leadership
of the indefatigable engineer E.A Adeleye as project engineer.
As is characterized with many projects
in Nigeria the Stioro hydroelectric project suffered delays and towards the end
of the 1980’s was even installed for lack of funds. It was the intervention of
Babangida that saved the situation when the appointed a presidential
co-ordinator Engineer M.K. Ibrahim with full powers and directly answerable to
him in November 1986 to complete the project.
During its first nineteen years of
operation from January 1990 to December 2000, the station generated 41307 TWN
of energy accounting for a plant capacity factor of 41.36%. As part of an effort to improve the
reliability of power supply in the country, the machines as Shiroro power
station have been equipped with the necessary control devices to a enable the
station quickly store supply to a enable the station quickly store supply to a
section of the PHCN grid following a total collapse of the power station or
system. An important milestone in the
history of shirow power station of recent has been the establishment at the
site of a new national control centre equipped with state of art SCADA
(Supervisory control and data acquisition ) and EMS (Energy Management System)
facilities to supplement the other are at Oshogbos which was to ensure a more
effective system of operation and control.
With the strong emphasis placed by the
civilian administration of Presidnt Olusegun Obansanjo an addressing the energy
short ages in the country and providing
a stable power supply by December 2001, fresh contract were awarded for
the retiabilitation of the remaining units which the country has technical
history repaired in may, 1992 and repair together with 1st overhaul completed
in January 2001.
BRIEF
HISTORY OF PUBLIC RELATIONS IN NIGERIA
Public
relations started in Nigeria around 1978 and was established by colonial
administration. The man who spear headed
this was harold cooper he was in charge of Lagos Kaduna, Enugu, Ibadon offices.
He was first assigned to interpreted
government policies to the people with the aim of carrying out public relations
functions for the government. These offices served as harld offices. During World War 11 cooper and his counter
parts dealt with programmes and problems of the war.
Later on
public relations was introduced into railway cooperation. At this time the service of eminent Nigeria
journalist were sought for. After a
while John stoker took over from cooper.
He looked for the service of other veteran journalist like lijadu
mobolaji. Between 1950 and 1960 major
change like Nigeria Independence, the discovery of oil shift from trading to
industrialization occurred, Big companies like UAC and shell BP were forced to
start off public relation practice .
In 1959 this establishment brought
awareness organization film shows and lectures, with popularity of public
relations. In Nigeria in 1962 the public relations association of Nigeria was
founded by late sam Epelle later on it
became an affiliate of the British instituted of public relations with Chief
Bob Okereke, Chief Abimbola, chief Bob Ogbuagu and Mr Ukpabi as pioneer members
1.2 STATEMENT OF PESEARCH PROBLEM.
Inspire of the fact that public
relations is supposed to enhance the achievement of an organization goals many
executives have mistake the forms of public relations are mere windows dressing
vicious propaganda or lies unnecessary
details and shallow gimmicks or just office expecting them to perform public
relations wonders with their smiles and
champs instead of realizing that planned public relations is more effective than five Alarm” public relation because planned
public relations even plans ahead for crises or unexpected events very few
people appreciate that public reactions is at
the heart of modern day management.
It is the management function which gives the same organized and careful
attention to the assets of business done.
Some of the public relation approaches adopted in some organizations
have not been effective. As a result
these methods public relation
efforts fail and this effects the over all performance of the organization and
its set objectives as a whole public relations as how different meaning to both professionals and non-
professionals. It is played with
misrepresentation even on the pages of news papers for instance in classified
advert has this public relations officer required ability to ride motorcycle will be an advantage’’ one begin to gives what
the company needed is a dispatch ride and not a public relations officer; Another has
this attractive lady required a public
relations officer who knows the undisclosed motives public
relations is the same organization
and careful attention to the
asserts of good will as in gives to any other major asset of business.
Therefore it becomes importer to
undertake a study on public relations procedures and how it has adopted and
used by PHCN to achieve its goals in the
light of this the following form the statement of problem that this study
intends to address
1 Does PHCN identify itself with
social environment in which it operates
2 Has the achievement of PHCN objectives
been hindered due to lack of planned and organized public
relations
3 Which public relations tools has
been most effective in reaching its public
4 In what ways have the used public
relations in PHCN helped in achieving its goals.
1.3 OBJECTIVE OF THE STUDY
The inability to achieve organizational
set goals might not be unconnected with managers lack of vision to communicates
effectively the goals or objective of the organization to the target public or
it could be as a result of the in ability of the public to organization goals
as regards the organization goals or objectives from management be it as it may
the purpose for which the organization is set up suffers.
The Power
Holding Company of Nigeria LTD (PHCN)
is a federal government owned entity although fully commercialized and expected to provide integrated internal
and external telephone services with
its headquarters at Abuja. These are bound to be problems arising from
information territorial office then to their substations PHCN as a business
entity it is certain that problems arises at times crop up and as such hinders
operations which at times retard progress and as they are different individuals
who might in one way or the other have different opinion and ideal about
PHCN. Below are the very objectives of
this study.
1. The study is aimed at finding out
whether public relations is a tool for conflict resolution in PHCN Enugu Territorial Office Is Taken As case
study
2. It shall find out PHCN public
relations focus and the gain from those focuses.
3. To ascertain the level of public
awareness as regards PHCN’S policies and programmes.
4. To find out which public relations
method has been most effective in
getting things done and why management
adopt such method
5. To ascertain whether public
relations in PHCN a communication channel publication is a key to communication
with PHCN.
1.4 SIGNIFICANCE OF THE STUDY
In this period of problem galore era
sequel the economic uncertainty many business out- lets are struggling to
remain in business. Right from the time
PHCN was given the responsibility of providing integrated internal and external
service with autonomy as a commercial organization to support itself without
government subversion.
PHCN
have been graphing with a lot
of problem ranging from the need to withdraw to remain in business
considering the importance of telecommunication to the economy. PHCN cannot operate in the vacuum if
it is to field the kind of benefits required. The survival of
PHCN service inception has been a
wonder worth documenting in the record
of various changes that were aimed at enhancing the efficiency and effectiveness
of the company to fulfilling its cooperate
goals as well as development roles assigned to it by the federal government .
Therefore this study will help
ascertain public relations in PHCN . it
is worthy to note that business those day do not flourish by drums ordination
unlike the authoritarian era to date it is a business of “how you make your bed so you lie on it” public
relations is the heart of modern day
business and for an organization to achieve its objectives it is imperative to
create needed business atmosphere where information will flow to enable the
better understanding of service rendered.
This study will at the management of PHCN territorial office and PHCN in general
because it is expected that suggestions made if taken an applied will enhance
industrial peace interest and inter personal relationship between PHCN and its key public.
This
study is also expected to assist management of other various
institutions in making public relations a focus. Finally as an aspiring public relation
practitioner this research based more on
public relations will equally provide a basis conducted in the future.
1.5 RESEARCH QUESTIONS
a. Does public relations encourages cordials
relationship between PHCN and its publics?
b. Does public relation services create
cordial relationship between PHCN with its publics?
c. Are the consumer of PHCN satisfied with
services of public relations?
d. That credibility building and earning a
reputation for a company are predicated on
effective communication with
public
e. Through which median did you get to
know you think electricity is imperative
to development?
1.6 RESEARCH HYPOTHESIS
In relation to the survey and observation
of pr activities the following hypothesis are used to accelerate the validity
and substantiation of facts
1. H1: The PHCN relationship between its
publics is cordial.
Ho the PHCN
relationship between its is publics are not cordial.
H2 PHCN will
resolve use public relations to resolve conflict.
H0 PHCN will
not resolve use public relations to resolve conflict.
H0: With the
use of public relations services, PHCN consumer are satisfied.
H0: With the
use of public relations services, PHCN consumer are not satisfied.
1.7 THEORETICAL FRAMEWORK
The
importance and choice of supporting this work with a theory is informed by its
adequacy in explaining communication theories which helps the effectiveness of
public relations in an organization.
In addition to enquiring entry
qualification of its members, a profession needs to be grounded in a body of
theory, develop theories and testing how they work in practice enable
practioners working in the field to make the best decisions about how they
conduct their business, providing models to show how public relations works in
theory can both validate practical public relations programs and obtain the
need to take up a brand new way of tackling each project.
Perhaps because public relation is a
relatively recent entreat into the academic works, most of the theoretical
framework are researched properly.
Communication theory was borrowed from
electrical engineering, game theory borrowed from the social sciences and
gratification theory from the study of mass communication. All these theories help in planning a public
relations campaign as graining and tunt’s models of public relations are
evolutional.
Communication theories by theorist
siebert is the explanation of some of the barrier in communication theory which
help us understand how people adopt new ideas even in difficult issues.
Game theory by perse and dunn I
sapplicable to media relations users and gratification theory which emphasizes
towards why people choose the media they use.
Gratification theory propounded in
1940’s is the theory of public and the fine models of public relations which is
used to plan public relations activities.
1.8 SCOPE OF THE STUDY
PHCN should
be given the avenue to achieve whatever set goals they have mapped out at as
well as a helping hand from the government since it’s one of their parastatals
because the support given to them will enhance them to work tirelessly because
they have at the back of their mind that they are supported any time of the
day.
Private personnels should also help in
no small way by responding positively if there is any to the service which the
PHCN organ has rendered effectively and efficiently because it will help to
boast out their morale as well as ginger up more the zeal and enthusiasm in
them.
1.10 CONCEPTUAL AND OPERATIONAL DEFINITIONAL.
Public: A
section of a community grouped because of common interest of activity good will
a intangible asset of an enterprise reflecting its commercial reputation
customer’s connections PHCN Power Holding Company of Nigeria.
Management:
The techniques practice or science of management or controlling business
affairs. Emphasizing on the major three
key words of the definition.
a. There is need to carryout through research
about the said organization PHCN in order to ascertain and appreciate the
situation on ground.
b. There is need to advice management and the
administrative staff of an organization.
c. There is also the need for public relations
to be in the public interest PHCN.
Public
Relations therefore, is the art and social science of analyzing trends,
predicting their consequences, counseling organizational leaders and
implementing planned programmes of actions which will serve both the
organization PHCN and the public interest.
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