CHAPTER
ONE
1.0
Introduction
1.1 Background
of the study
Nowadays, people are increasingly reliant upon
one another for the satisfaction of our social, economic and spiritual needs,
sharp deviation from what used to be when individual were largely self-reliant
and self-sufficient providing their own food, building their own houses making
their clothing and hiring apart from the other people in society has change
from its monist nature to a cosmopolitan on a situation where individual deliver
mass age differently due to the selective process.
Therefore, Public Relation as an indispensable
tool for proper functioning of civilized society determining the effectiveness
of conflict resolution, construction of infrastructures e.t.c. At both private organizations,
governmental institution, educational institution cannot be over emphasized in these
settings.
Bowman and Elis (1969) writes on “The need of
Public Relation in modern society” says that society has learned something from
the past term of reference of communication have change the audience is better
educated more people are acquire and willing to make objective judgment on the
message they receive.
Many government institutions nowadays as
realize that lack of timely and adequate communication has bear the major cause
of most ineffective communication in its administration also in ruling its
people.
Whether
an organization is a profit making or non, whether it is owned by government or
a group of individual, it need the services of public relations for such
organization to dwell and eventually
succeed in achieving it set goals. No wonder an individual personality
are now engaging the service of public relations to help build, maintain and
polish their image and reputation in the public sphere. Some of the individuals
and politicians, business tycoon Footballers, Wrestlers, Boxers, Musicians,
Actors and Actress e.t.c.
Public
relations unlike advertisement and other Marking Mix, Place all it efforts in
building good image, name and public confidence in the mind of the various
publics dealing with the organization public relations did not only see to good
image for the products and services of the organization it serve but also
ensure good image of the workers and management of the organization
For
the above reasons, to define public relations become subject of individual
perception of what public relations is and what it does, however many scholars
have contributed to the success of defining what public relations is some
scholars believed and wrote on it as act (deed) representing a group or
organization.
According
to Roger Hayward as quoted by Adegoke (2001) says that public relations is the
propagation of the personality of the organization. This states the importance
of communication between the organization and its public Roger Hayward’s
definition has something to do with the (IBPR) definition because both state
the duty of public relations officers in promoting projecting and representing
the organization and at the sometime relating with the public of the
organization both the internal and external public.
Public
relations also project the management personality of which the public relation
department represents, through their activities with the use of their
perspective tools (i.e print and electronic media).
The
aim is to create Favorable atmosphere between an organization and its publics.
Sam blank (1962) asserts that public relations involve any thing that is
focused, improving and enhancing the flow of communication between institution
and its publics. The main words that can be drawn out from Sam Black definition
in the crucial role-played by any public relation department through the means
of using mass media
However,
in this research work, impartial assessment will be done on the role of public
relations in higher institution as the main crucial and prominent tool in day
running of academic affairs especially in building peaceful environment for
learning.
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