THE ROLE OF PUBLIC RELATIONS IN IMPROVING THE IMAGE OF

TERTIARY INSTITUTIONS IN ENUGU METROPOLIS

(A CASE STUDY OF IMT ENUGU)

ABSTRACT

The purpose of this study was to appraise public relations activities in

tertiary institutions, a case study of the Institute of Management and
Technology (IMT) Enugu.
The objective of this study is to appraise the public relations activities of
the Institute of Management and Technology (IMT) Enugu on the image of
the institution and to examine the level of students, staff and
managements relation in the institution.
To guide this study a review of Literature was done to expose the
researcher to what has already been done to ensure a solid conclusion for
the study.
A structured questionnaires were developed and administered by the
researcher to the respondents comprising the external public, staff and
students of IMT.
Bouleys formula was used to determine the sample size for the staff and
students while Topmans formula was used to determine the sample size
for external public.
The data collected were from both primary and secondary sources and
were duly analysed and presented in a manner in which they could be
easily be understood and applied by whoever is interested in the work and
its findings.
Chi-square was used to test the hypotheses formulated.
Having tabled the above findings and recommendations, the researcher
therefore concludes that the onus is on the management to implement the
recommendations to ensure continued satisfaction of its various publics.
TABLE OF CONTENTS

Abstract

Table of contents

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

1.2 Statement of the Problem

1.3 Objective of the Study

1.4 Formulation of Hypotheses

1.5 Significance of the Study

1.6 Scope of the Study

1.7 Definition of Terms

CHAPTER TWO

LITERATURE REVIEW

2.1 An Overview of Public Relation

2.2 Functions of Public Relation

2.3 Public Relation and Marketing Concept

2.4 The Rate of Public Relation in Marketing

2.5 Problems of Public Relation

2.6 Relevant Public of I.M.T.

CHAPTER THREE

3.0 RESEARCH METHODOLOGY

3.1 Sources of Data

3.2 Research Instruments Used

3.3 Population of the Study

3.4 Determination of Sample Size

3.5 Sampling Technique

3.6 Method of Questionnaire Administration or Distribution

3.7 Method of Data Analysis and Treatment

3.8 Limitations of the Study

CHAPTER FOUR
4.0 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.1 Presentation and Analysis of Data

4.2 Test of Hypotheses

CHAPTER FIVE

5.0 SUMMARY OF FINDINGS, RECOMMENDATIONS AND

CONCLUSION

5.1 Summary of Findings

5.2 Recommendations

5.3 Conclusion

BIBLIOGRAPHY
 CHAPTER ONE

INTRODUCTION

1.1 Background To The Study

Public relations have become a potent marketing tool in the modern

business management in recent times. Its influence is being felt on even

greater expansion. It is important to management organizations including

IMT to understand its potentials and limitations.

Nwokoye (1984:212) defined public relation as the activities of

cooperation, unions, governments or other organizations in building and

marketing sound and productive relations with special public at large so as

to adapt itself to its environment and interpret itself to the society.

Busch and Houston (1995:2000) noted that public relations is management

functions which evaluates public attitudes, identifies polices and procedures

of an individual or an organization with the public interest and execute a

programme of action to earn public understanding and acceptance.

Chukwu (2000:3-4) stated that public relation is a management philosophy

aimed at doing everything possible to create good relationship between an

organization and its publics. Public relations is aimed at making friends for
the organization and building internal and external goodwill on the

reasonable assumption that these are strongly needed for an organization

to remain in business and make profit. With the increase in the activities

of an organization, the need for an adequate communication between the

organization and those who in one way or the other are affected by these

activities of the organization become imperative. An organization while

wanting to remain viable, need to have good relations with its employees,

customers/consumers of its products and services, future investors, stock-

holders and in fact the general public. As an organization specialize in

manufacturing or offering services its needs to show its staff existing or

potential customers that is up to date, toward looking, concerned to

produce and offer the best goods and services for the price it charges and

make sure that its customers are satisfied.

Edoga and Ani (2001:287) noted that a company should deliberately place

and execute a continuous public relations programmes to develop a good

relation between it and the various public amongst sought with public

relation. Stressing the position of public relation in the country, Olakunori

(1999:194) noted that most officials occupying the public relations of

various organization in the country today are not professionals they

generally have a fair knowledge of what they are supposed to do.

Institute of Management and Technology (IMT) as an institution or

organization has the students, members of its staff, parents teachers

association, the management, the host society, the state and the federal

government, Nigeria Universities Commission (NUC) etc as its relevant

publics. This implies that the activities performed by IMT in one way or the

other affect these aforementioned various publics. Therefore in order to

maintain its public relation with those bodies, IMT must at all times try to

create rapport and understanding or goodwill with all those bodies. This, it

will do through proper information circulation between itself and those

various relevant public to it. This can be done by allowing the free flow of

information paying of salaries as and when due to its staff, engaging in

proper and standard academic work, abiding by the rules and regulations

of NUC in the performance of its activities.

Manufacturers and producers of goods and services are now aware that

public relations does not only ensure good relations with the public but

strive towards the profit making through increased customers patronage.

It is in the height of the importance attached to public relations that the

researcher seeks to appraise the effectiveness of public relations in

institute of management in IMT.

1.2 Statement Of The Problem

A good corporate image is usually regarded as to be essential for the

existence of an organization. The success and failure of a corporation

depends on its relationship with its public – consumers – employees, stock

holders, governments, community, distributors, suppliers and others.

A favourable corporate image creates confidence in an organizations,

occasional troubles in territory institutions has become the order of the

day, but IMT has always remained in section despites the occasional

occurrence of this ugly indicants. The questions that called for answer

are:- Why has the problems been on the increase in our higher institution?

Why has IMT been able to maintain peace despite the facts that there are

some policy that do not go down well with the staff, lecturers and the

students of institution? Why has IMT not witnessed the major breakdown

of law and order despite the increase in school fees?

To what extent has public relations contributed in maintenance of peace

and harmony in the institutions, these and many more are the central task

of this research work.

1.3 Objectives Of The Study

1) To find out the level of attention given to the public in IMT

2) To find out whether the Institution has good relationship with the

press

3) To examine the level of students, lecturers, staff and management

relations in the institution.

4) To know how public relation helped in improving communication

between people and the Institution.

5) To determine the impact of public relations on customers (students)

patronage.

6) To appraise the public relations activities of Institute of Management

and Technology Enugu on the image of the Institution.

7) To recommend solution to problems on public relation identified.

1.4 Formulation Of Hypotheses

Ho: Public relation activities of the IMT do not create awareness of their

services.

HI: Public relation activities of IMT create awareness of their services.

Ho: The relationship between the students and staff of the institutions is

poor.

HI: The relationship between the students and staff of the institutions is

not poor.

Ho: The public relation activities of IMT do not create good image of the

institution.

HI: The public relation activities of IMT create good image of the

institution.

1.5 Significance Of The Study

The most out standing hope of this study is that its findings will be of

immense benefits to students, lecturers and the staff of management of

tertiary institutions.

This will help to minimize conflicts in the institutions.

The study also gives an insight into the problems and practice of public

relation in institute of higher learning. The study by its objectives will not

only assess the effectiveness of classified public relation, but all its

application and uses generally. Therefore, when successfully carried out

and documented, this study will serve as a source of relevant information

to many institutions and organization on ways of using public relations.

Finally, public relation practitioners have been deprived of excellent

performance in their operation because of scanty and insufficient data and

inadequate literatures availability in this area. This study when successfully

completed and adequately supervised which will be an addition to essential

literature needed in public relation – a vital area of marketing

communication. Public relations practitioners and consultants will therefore

use it extensively for referencing. Based on forgoing, it become

indisputable that the need for this study is worthwhile.

1.6 Scope Of The Study

This concentrates on public relations role in improving the image of tertiary

institution in Enugu metropolis, however in view of limited time and other

emphasis was placed on the Institute of Management and technology.

However, it will be noted that only the academic and non academic staff,

outsiders and the school of business studies which the researcher thinks

that it is large and representative enough to cover all the schools in IMT.

1.7 Definition Of Terms

Publics: Any group that has actual company to achieve its objective Kotler

(1988:141)

Opinion and Attitude: Belief or judgment not founded a complete

knowledge. What people feels, thinks or believe about something (Black

1995).

Image: Mental picture or idea, view, opinion of something such as service

or product held by the public. (Ozor 2003).

Marketing: The management process responsible for identifying,

anticipating and satisfying customers requirements. (British charted

institution of marketing (1989:1)

 CHAPTER TWO

2.0 LITERATURE REVIEW

Literature review in project writing is an important exercise. It is

important because, it examines the postulations, assumptions, theories,

concepts and its opinions of various experts in the field and its related

angles. Literature review examines all these as expressed in journals,

textbooks, magazines, mimeographs, project, thesis and newspapers. This

researcher followed the same pattern, exactly the researcher has to review

related literatures in the topics to enable her point her feelings in the right

directions and sequentially. Although, there are a lot of secondary write up

on public relations, but not much has been said on the effectiveness of

public relations in higher institutions of learning. Public relations has been

discussed as a potent marketing tool in the modern business management

in recent time.

Agu in 2004 carried out a research on the appraisal of public relations

activities of Federal polytechnic uwana ebonyi state (aifp)(IMT), Her

findings were that, the organization of study did not defined the role of the
staff/ management and also the absolute dissatisfaction with

salaries/wages administration for lecturers and some other staff. This made

the researcher to conclude that the institution should implement the use of

public relations should implement the use of public relations in order to

ensure continuous satisfaction of its various publics. There is no doubt that

the conclusion is very much acceptable having used a sample size of 210

management/staff and 744 for students/customers.

In a related study carried out by Onurah (1999) on public relations as

an aid to successful government business administration, A case study of

Enugu State Broadcasting service (ESBS), she made use of a sample size of

85 for senior staff and 108 for junior staff. She found out that public

relations play the role of product publicity and it is equally an aid to

successful government business administration. Based on this, she

concluded that not defining public relations functions is dangerous to the

survival and growth of any organization. In as much as the findings and

conclusion are plurable, but it cannot be acceptable because it lacks the

basic research principle. ESBS is not the only government organization in

Enugu and it is only marketing service not tangible products. The other
publics like the customers of the organization were not taken into account

in the research.

A research carried out by Onyinye (2004) on the role of public

relations in marketing higher education in Nigeria. A case study of the

Institute of Management and Technology, (IMT) Enugu, the research was

just one show out of the lots in Nigeria, his findings were that ineffective

management of public relations leads to conflicts and all conflicts have

adverse effect on production efficiency, cost quality, human satisfaction,

discipline, technology and economic progress and finally an overall welfare

of the society from the findings, the researcher concluded that public

relations is an indispensable marketing tools for institution survival and

growth and it is very imperative that I.M.T should maintain a good

relationship with its public in order to survive competition in the industry.

This conclusion was drawn from a sample size of only 100 staffs and 200

students, learning other publics.

Public relations is a management philosophy management being the

process of planning organizing, controlling, appraisal, directing, motivating

and communicating barriers, ideas to the benefits of the entire

organisations, employees, employers, the general publics and material

resources in combination to achieve the corporate objective of the firm.

The corporate objective, mission, vision and gods of the firm pose great

threat to the survival of the organization hence even together to combine

these principles activities of management to the friction of the owners and

their ancillaries. The employees, public’s governments, shareholders,

investors and host of other must be kept abreast of the happenings in the

firm. The extent to which this aim is successfully carried out determines

the level of corporate integrity of the firm hence energy manager is always

service with the firm.

Consequently, stone (1999:9) states that it is about managing the

strategy and tactics of communication as integral part of a business policy-

making and is also about managing the reputations of a business. The

importance of this definition is that public relations focuses interest on

issues like management of strategies and tactics, weights communication

and communicable ingredients and channels, examines the policies of a

barrier, how they are made, the quality of them, and the processes of its

administration, examines the reputations of Baines, what constitutes it, the

practice of them and why they must be monitored and activated.

 Onah (1999:120) maintained that public relation concerned people at

every level and at every place where engage upon the total commercial

undertaking, pointing out that much of it deals with giving credit for

achievement, breaking down barriers of prejuchees and establishing an

image which is a clear and correct impression of an organization, its policy

and product. The peculiarity of this definition has in its comprehensiveness,

precision, accuracy and clear – cut. It indicates that public relations is both

behavioural and material. It examines the psychological, sociological and

cognitive levels of humans in relation to their work, place and interpersonal

activities.

According to Nwokoye (1984:212) defines public relations as the

activities of co-operation, union, government or other organization in

building and marketing sound and productive relations with special publics

such and customers, employers or stockholders and with the public at large

so as to adopt itself to its environment and interprets itself to society.

The giant in marketing management Philip Kotler adduced that the

appeal of public relation and publicity is based on three distinctive qualities

which includes:
- Higher creditability:- New stories and features are more authentic

and credible to readers than advertisement.

- Ability to catch buyers off guard:- Public relatives can reach many

prospects who prefer to avoid sales people and advertisement. The

manager gets to the buyer as news rather than as a sales directed

communication.

- Dramatization:- like advertising public relations has the potentials

of dramatizing a company or product (1997:625).

Udeagha (1995:230) segregated public relations into two viz.

- Public relations as social management philosophy

- Public relations as a social philosophy expressed in policy decisions.

Public relations as a social philosophy places emphasis on the interest of

the public first in all matters relating to the activities of the barriers

organization. And that the right of barriers organization to operate in any

given society is conferred on it by the public and the right could be

withdrawn if its publics are no longer satisfied with it policies (where these

are known and or its actions. Public relations as a social philosophy

expressed in policy decision. For an organization to believe in the

philosophy of serving its publics without expressing this philosophy in its

policy decisions. This definition demands that whatever the company could

offer to the public and or any segment of the society must be expressed

clearly in its policy decisions. The company must be precisely clear – cut

and honestly implemental.

According to Noabazato (2001:13) the most useful definition in all appears

to be that of Cutlip et al based on the following maxims.

- It introduces the need for research to aught or assess the situation

(the current image) and to consider the implication of what is discovered.

- It stresses the advisory role of public relations, its service to

management.

- It shows that public relations must be planed.

- Public relations actions must not only benefit its sponsor’s bid “but”

must be socially responsible.

2.1 FUNCTIONS OF PUBLIC RELATIONS

The following arising from the various definitions constitute the

functions of public relations. The last may certainly not be exhaustive.

- It is a management function that aims to improve the corporate

equally all the participants in the company’s existence.

- It studies equally all the participants in the company existence.

- It weight on their contributions to determine how it effects the firm

(ie positive or negative)

- It is planned and sustained by management.

- Examines the relationships, the extent, the effect and the result

between an organization and its products, product performances, product

contribution to the survival of the organization and things like that.

- Monitors awareness, opinions, attitudes and behaviours inside and

outside the organization.

- Studies and evaluates the impacts firms policies procedures, actions

and break-even.

- Adjusts those policies, procedures and actions found to be in conflicts

with the interest of the public and organisations survival.

- Counsels management on the establishment of new policies,

procedures and actions that are mutually beneficial to the organization and

its publics.

However, the modern public relations emerged in Nigeria 1940s at the

peak of world war 11 when British colonist created an information office in

Lagos. The aim was to disseminate information about the war, having been

our colonial administrator then. This later gave way to the public relation

officer in 1944.

In 1947, it was renamed public relations department. As the British

continued their expansionism agreement in their colonial domination, and

with the emergence of the united African company in Nigeria, it became

the finish public relations department in the corporate world in 1969. The

trend moved on progressively and later knew no bounds.

According to Iioabanato, the late Sam Ekpelle was the public relation

officer of the Nigerian Railway corporation in 1963 (2001:17) fortunately,

with his brevity, he introduced the public relation association of Nigeria

(PRAN).
2.2 OBJECTIVES OF PUBLIC RELATIONS ASSOCIATION OF

NIGERIA.

As an association, her principal aim then was:-

- Promotion of public relations education in Nigeria

- To monitor and utilize latest trends in the industry to sharpen the

associations activities

- To further retrain members to meet the current challenges of the

industry.

- To encourage participation by pioneering encouragement.

Since the formation and professionalization of public relations practices in

Nigeria, several people has published books on the area which gave way to

attracting membership and recognition too.

2.3 RELEVANCE PUBLICS AND CONSTITUENCIES OF IMT

The relevant publics and or constituency of any organization refers to

those individuals or groups of individuals or even other organization/

institution or those individuals or group affected by the activities of as

organization in usually directed toward its relevant publics. In the case of

IMT, so an institution/organization, its public and constituencies are those

people (individual and groups, organization) that feel the impact of its

activities, hence the public of IMT includes:

1. The students (including all categories)

2. Members of staff of the university

3. The management

4. Asuu trade unions

5. Nasu

6. Student union Government

7. The parent teachers association

8. The NUC

9. Nitel /Nipost

10. NEPA

11. Water corporation

12. JAMB

13. WAEC
14. NECO

15. The host committee (Ogui), host state

16. The state and federal government

17. State and federal ministry of education

18. Other tertiary institution in Nigeria

19. Foreign countries

20. AAV (Association of African Universities)

21. L.G.A.S

22. Secondary schools

23. Traditional institution eg chiefs.

24. Ministries (state and federal)

25. A.C.V (Association of common wealth universities)

26. Contracts ( of all categories)

27. General publics

28. Traders artisans etc.

29. Business committees and host of others.

The above list may not be exhaustive but all the academic, social, cultural,

religions, economics etc. activities and institution that in one way or the

other benefit directly or indirectly from IMT constitutes her publics. It is

expected that IMT must strive to create and maintain good public image if

she must survive. It is expected that IMT must maintain good relationship

at all times with all their bodies. This is very important.

2.4 PROMOTIONAL ACTIVITIES OF THE PUBLIC RELATION UNIT

OF IMT.

Recognizing that public relations comprises of all the activities of an

organization etc. aid at marketing sound and external publics, the public

relations office of IMT always keep to these four basic or fundamentals as

research, planning, communicating and action otherwise called execution

and evaluation. Involves itself with the planning of public affairs and

budgeting, media relations, research and publication protocols and internal

relations and of course where need be, interventions relations. These

functions would have treated units in the public relation office but for

number of problems. In IMT, the public relation office is attached to the

vice chancellor office as a unit and is headed by a qualified public relations

officer practitioner designated. The office among other things.

- Co-ordinates and plans programmed of public relations.

- Supervises his subordinates

- Ensures that IMT management policies and objectives are achieved.

- Uses different communication techniques to reach out to both its

internal and external publics

- Ensures that good relationship (rapport and goodwill or

understanding) exists literal, horizontally, vertically within and outside the

university.

2.5 ACHIEVEMENTS OF IMT PUBLIC RELATIONS OFFICE

The office of the IMT public Relations have been able, within the past few

years recorded the following achievements compared to her sister

neighboring institution within and around Enugu.

- Halted incessant labour unrest I the institution

- Reduced drastically the undue pressure on staff of the institution by

her publics in different angles

- Recorded minimal students cult-rival killing, pantomimic activities.

- Recorded less or non destruction of IMT properties

- Radically created the full atmospheric condition that made university

applicants for various programmes of the university be in the increase

- Made cultist denounce amass their membership

- Attracted private participation by companies, corporate bodies in the

affairs of IMT through the endowment of chairs to some faculties and

department.

- Helped IMT to compete favorably with the federal universities in all

qualifications. In short, public relations officer have turned IMT around for

better using of public relations techniques effectively and properly.

2.6 INSTRUMENTS OF ACHIEVEMENTS BY PUBLIC RELATIONS

OFFICE.

With the past few years, IMT public relations officer used the

following promotional tactics in achieving the above mentioned good will:-

- Conferences at both the state and Abuja to explained major IMT

policies and action e.g the increment in school fees that generated much

heat.

- Editorial in state and federal point and electronic media houses.

Additional have made by use of newspapers paid amount and persuasion.

- Direct selling through organized and conducted visitors selected

influential Nigerians who were made to contribute in one way or the other

to IMT progress.

- Personal marketing through the use of organized bodies that are

major stakeholders in the school to dialogue and determine some major

issues before their exhalations.

- Effective reaching out to the successful alums of the institution

through the Alumni relations office.

- Used press releases in disabusing ill feeling about IMT by their

stakeholders and publics.

- Other techniques include the use of press monitors, rejoinders, and

press interviews.

2.7 PROBLEMS MILITATING AGAINST IMT AND ITS PUBLIC

RELATIONS OFFICE.

The IMT management have been battered and scattered previously

by the death of funds to manage the school well, a problem that still
persist till date. In a summarized standard, IMT management and her

public relations officers unit are faced with the following major problems.

- Gross under founding of the institution, in this direction, the public

relation unit is currently working harder to devise current duties to

overcome this problem.

- Accumulated arrears of salaries, wages and allowances owned to her

staff have continued to give the unit sleepless night to tackle.

- Current indifferences to the school also make to an extent the lives

and lives of the management from attracting funds to manage her

properly.

- Insensitive management:- The university management currently have

been grossly and comprehensive insensitive to the staff and students flight

promotions of staffs have been piled for years now while all attempts by

the S.U.G to ensure favourable disposition to their fellow students flights

have been follow deaf ears.

- Lack of staff welfare:- This interests that staff canteens do not exist

excepting the one built by NAU(a trade union in the school) for her

members.
- Problems of permanent site, until the permanent site under

constructions is completed, IMT shall not enjoy good welfare scheme to

students and staffs.

- Undue government interference in the management of affairs of the

school has its colossal problems.

- Insufficient personnel accessional by the reckless, trialed and

improper retrenchment and reorganization exercise of 2001 have and shall

continue to pose treat to successful public relation activities in the school.

2.8 THEORETICAL FRAMEWORK

The Excellence theory in public relations (Grunig, 1992; Dozier, 1992;

Grunig, 2002) identified a set of characteristics of an excellent public

relations function. Different researchers (Grunig & Jaatinen, 1998; Grunig

& Grunig, 1998; Rhee, 2002; Luo & Yi, 2005), out of their research of

various organisations have provided consistent support for the Excellence

theory in public relations principles. A need exists for different context

study to be conducted to test the excellence theory in public relations and

extend its application.

This study follows Luo & Yi (2005) call that “A need exists to study private

institutions and understand their experience with managing

communication. A comparative study of public relations practice between

private and public universities would provide a comprehensive picture of

how higher education institutions manage their communication” by

assessing the contribution of public relations practice in achieving

organizational goals of tertiary institutions in the Enugu metropolis.

The Excellence in public relations theory explained the value of public

relations to organizations and society based on the social responsibility of

managerial decisions and the quality of relationships with stakeholder

publics. For an organization to be effective, according to the theory, it must

behave in ways that solve the problems and satisfy the goals of

stakeholders as well as of management.

Grunig (1992) suggested that the most effective public relations practice

requires excellence in practice. The author described it as Excellent Public

Relations. According to him, there are four levels analysis of excellent

public relations and they are:

The theory states that at the programme level, public relations department

should know why, when and how individual communication programmes

are implemented. That is, there is a conscious effort to have in place, a

public relations plan that is strategically geared towards the attainment of

organizational goals.

The theory again explains at the departmental level, how the public

relations department operates and fits in with other departments and the

organisation as a whole. At this level, there is a single or integrated public

relations department separate from marketing. The department’s head

assumes a managerial role and reports directly to top management. The

head and those who work under him have academic qualification in public

relations or the field of communication are professionals. Two-way

symmetric model of communication is also promoted. A two-way

symmetric model of communication is one in which employees are

provided mechanisms for dialogue with each other and with supervisors

and top managers.

Two-way symmetric communication as a result contributes to

organizational effectiveness. This model helps to improve morale of

employees are more likely to enhance rather than to constrain the

organisation. Two-way symmetric communication is necessary for the

organisation to coordinate the behaviour of its relatively autonomous

subsystems. Such coordination is necessary for the organisation to be

effective. Two-way symmetric model of communication also helps to

increase employee satisfaction and organizational effectiveness.

The organizational level also talks about the understanding of and respect

given to communication processes and audience feedback by the

organisation and its staff. The public relations head has a strong voice

within the organisation and attempts are made to promote participative

rather than authoritative organizational culture. Effective internal

communication is promoted. In such a case, the public relations

practitioner becomes the main channel facilitating communication between

management and employees.

At the economic level, the theory states that communication programmes

that are manage strategically help organisations to manage relationships

with strategic publics that have the power to constrain the ability of the

organisation to achieve its goals. When organisations manage these

interdependencies poorly, the strategic public’s protests, boycotts, go to

court or ask for government regulation to constrain the autonomy of the

organisation. All of these activities cost the organisation money. If strategic

communication is successful, it should help to save the organisation money

even though it often may not help it to make money. In essence,

programmes should meet communications objectives, reduce costs and

ensure job satisfaction among employees.

2.9 CONCLUSION

All these put together the public relations officer of IMT here, despite

constraints created by the present economic incapacitation of social,

political, religious etc. in the society. The unit has been effective within the

limit of their operations to use the various promotional activities to market

IMT favourable within some few years now. The public relations office unit,

given the enabling environment in capable to inform the few hindering

problems into success.

 CHAPTER THREE

RESEARCH METHODOLOGY

3.1 DESIGN OF THE STUDY

This chapter highlights on the types of data collected, how they were

gathered, where they were obtained, how they were analyzed, the

research instrument used and how they were designed this chapter also

provide information on who made up the sample size and how they were

selected.

To make the research precise and academic like, the study covers the

effectiveness of public relations activities in institution of management

Technology (IMT) within the past five years i.e 2004, 2003, 2002, 2001

and 2000 academic years.

In this research study, the researcher also made use of primary and

secondary sources of data to get information. Primary source of data were

gotten through personal interviews, structured questionnaires and

observations while secondary source of data were gotten from magazines,

textbooks, mimeograph, projects, journals, thesis, catalogues and other

relevant materials which the researcher consulted while carrying out the

study.

3.2 POPULATION OF THE STUDY

The population of this study comprised of staff/ management and

students of the institution of management Technology (IMT) Enugu. But

due to lack of time and financial, the researcher was not able to study the

entire population, so, sample was used to study the entire population.

3.3 DETERMINATION OF SAMPLE SIZE

In determining the sample size, the researcher used Topman’s

formular. This was because the number of those that made up the

population was unknown.

A pilot survey of 35 (thirty-five) respondents from management/staff

were randomly sampled and interviewed if they were aware of the

existence of public relations department in the institution. Out of this 30

(thirty) said yes while 5 (five) said No.

A pilot survey of 65 (sixty-five) respondents was also carried out to

get response from student and out of this 33 (thirty-three) said yes, while

32 (thirty-two) said No.

3.4 SAMPLE SIZE FOR STAFF/MANAGEMENT

n = z2 pq

e2

Where n = Required sample size

z = The value of 2 –score associated with the nDegree of confidence

selected = 90% or 1.9

p = Probability of positive response = 30/35 = 0.86

q = Probability of negative response = 5/35 =0.14

e = the tolerable error = 5% or 0.05

n = 22 pq

e2

n = 1.962 x 0.86 x 0.14

0.05

n= 3.8416 x 0.14

0.0025

n = 0.46252864

0.0025

n = 185.01
therefore the sample size for staff/management is 185

3.5 SAMPLE SIZE FOR STUDENTS

The sample size for students was also gotten by the use of the Topman’s

formula

n= z2 pq

E2

Where n = required sample size

z= the value of z – score associated with the

Degree of confidence selected = 90% or 1.96

p =probability of positive response=33/65= 0.51

q =probability of negative response=32/65 =0.49

e = error margin = 5% or 0.05

Thus: n= z2 pq

e2

N = 1.922 x 0.51 x 0.49

0.05 2

n = 3.8416 x 0.51 x 0.49

0.0025
 n = 0.96001584

0.0025

therefore: sample size for student is 384

3.6 INSTRUMENT AND METHOD OF DATA COLLECTION

Various research instruments were used by the researcher in

gathering relevant information on this study. She made use of oral

interviews, secondary source of data and questionnaires to get the data

needed for the study.

QUESTIONNAIRE DESIGN

The researcher designed two types of questionnaires for this study.

One was designed for the students while the other was directed to the

staff/management of the institution. The two questionnaires were designed

in such a way to get both the students and staff/management responses

on how effective is public relations activities are in the institution.

The questionnaires contained a list of questions each structured

using open ended and closed ended questions. Open-ended questions are

those questions structural in such a way, whereby; responses are not

provided to the respondent and so has to answer in his/her own words.

While closed ended questions, are questions in which a list of acceptable

responses is provided to the respondent.

METHOD OF DATA ANALYSIS

The method of data analysis used in this study were that of simple

table and percentages of data collected while chi- square was used to test

hypothesis.
 CHAPTER FOUR

4.0 PRESENTATION AND ANALYSIS OF DATA

This chapter focuses on the presentation of primary source of data

collected through questionnaire, the analysis and interpretation and also

the subsequent testing of hypothesis.

During the study, a total of 569 questionnaires were administered to

the management/staff and students of ESTU, and 514 questionnaires were

returned which 55 questionnaires were lost.

The number of questionnaires given to staff/management were 185

and 160 were returned while the number of questionnaires given to

student were 384 while 354 were returned.

QUESTIONNAIRES FOR STAFF/MANAGEMENT

Table 4.1

Sex of staff/management

Sex No. of respondents Percentage

Male 71 44.4
Female 89 55.6
Total 160 100

Source: field data 2005

 The table above shows that the male respondents were 70 or 43.8%

while female respondents were 90 or 56.2%.

Table 4.2

Age of staff/management

Age range No of respondents Percentage

Below 25years 10 6.3
25 – 30years 21 13.1
31 – 39years 80 50
40 and above 49 30.6
Total 160 100

Source: field data 2005

Table 4.2 shows the age distribution of the respondents 6.3% falls

within the age of below 25years 13.1% fall within the age of 25 –30 years,

as well 50% fall within the age of 31 – 39years while the remaining 30.6%

fall will the age of 40 and above.

Table 4.3

Marital status of respondents.

Marital status No of respondents Percentage

Married 53 31.1
Single 99 61.9
Divorce 5 3.1
Widow 3 1.9
Total 160 100

Source: field data 2005

The result from the table above shows that the largest respondents

came from single which represents 99 or 61.9%, followed by married

which was 53 or 31.1% while the least came from divorces and widow

which was 3.1% and 1.9% respectively.

Table 4.4

Educational qualification of respondents

Qualification No of respondents Percentage

FSLC 25 15.6
SSCE/GCE 35 21.9
HND 25 15.6
BSC/BA 45 28.1
Above first 30 18.8

degree
Total 160 100

Source: field data 2005

 Table 4.4 shows that 15.6% were F.S.L.C holders, 21.9% SSCE/GCE

holders, 15.6% were HND holders, 28.1% BSC/BA holders while 18.8%

were above first-degree holders.

Table 4.5

Designation of respondents

Designation No of respondents Percentage

Academic staff 100 62.5
Non- Academic staff 60 37.5
Total 160 100

Source: field data 2005

From the table, we can see that 37.5% of the staff are non –

academic while 62.5% are Academic staff.

Table 4.6

Staff responses on if they were aware of the existence of public

relations department in the institution.

Response No of respondent Percentage

Yes 132 82.5
No 28 17.5
Total 160 100

Source: field data 2005

 This table shows that majority of the staff which are 82.5% are

aware of the existence of public relations department in the institution

while 17.5% does not.

Table 4.7

Staff response on how clearly are the public relations activities

defined.

Response No of respondents Percentag

e
Very clearly defined 5 3.1
Clearly defined 56 35
Not clearly defined 70 43.8
Not defined 29 18.1
Total 160 100

Source: field data 2005

The table shows that public relations in IMT is not clearly defined.

This is indicated by 70 of the respondents. On the other hand 56 said

clearly defined, 5 said very clearly defined while 29 said not defined.

Table 4.8
 Staff responses on when the institution is most effective in its public

relations function

Responses No of respondents Percentage

During crises 15 9.4
Now development 9 5.6
Special events 96 60
During conferences 36 22.5
All of the above 4 2.5
Total 160 100

Source: field data 2005

Table 4.8 indicates that IMT public relations function most effectively

when there are special event because from the table, 15 respondents said

during crisis, 9 said new development, 96 said special events, 36 during

conference while 4 said all of the above.

Table 4.9

Staff responses on how the institution communicates with their

employees.

Responses No of respondents Percentage

Suggestion box 25 15.6
Mass media 30 18.8
Circulars 100 62.5
All of the above 5 3.1
Total 160 100
 Source: field data 2005

This table shows that respondents said they communicate through

suggestion box, 30 through mass media, 100 through circulars while 5 said

all of the above.

Table 4.10

Staff responses on the rating of the image of the institution

Responses No of respondents Percentage

Favorable 100 62.5
unfavourable 60 37.5
Total 160 100

Source: field data 2005

From the table above, 100 respondents said the image of the

institution is favourable while 60 said unfavourable.

Table 4.11

Staff responses of whether the effective use of public relations can

ensure a sound industrial harmony in the institution.

Responses No of respondents Percentages

Strongly agreed 30 18.8
Agree 101 63.1
Strongly disagreed 9 5.6
Disagree 20 12.5
Total 160 100

Source: field data 2005

Table 4.11 shows that 18.8 of staff strongly agreed that effective use

of public relation can ensure a source industrial harmony in the institution,

63% agreed, 5.6 strongly disagreed while 12.5 % disagreed.

QUESTIONNAIRE FOR STUDENTS QUESTION ONE

Sex of students

Sex No of respondents Percentage

Male 154 43.5
Female 200 56.5
Total 354 100

Source: field data 2005

This table shows that 43.5% of the students are male while 56.5%

are females.

QUESTION TWO
Age of students No of respondents Percentage
Below 25 years 120 33.9
25 – 30years 180 50.8
31 – 39 years 42 11.9
40 and above 12 3.4
Total 354 100

Table 2 shows that 33.9% of the students are below 25 years, 50%

fall within the range of 25 – 30years, 11.9%, 31 – 39years while 3.4% fall

within age of 40 and above.

QUESTION THREE

Marital status of students

Marital status No of respondents Percentage

Single 200 56.5
Married 126 35.6
Divorce 24 6.8
Window 4 1.1
Total 354 100

Source: field data 2005

This table indicated that 56.5% of students are single, 35.6% are

married, 6.8 are divorce while 1.1 widows.

QUESTION FOUR

Students responses on whether they are aware of the services

provided by public relations activities.

Responses No of respondents Percentage

Yes 160 45.2
No 194 54.8
Total 354 100

Source: field data 2005

This table implies that 45.2% of the students are aware of the

services provided by public relations activities while 54.8% are not aware.
QUESTION FIVE

Responses on whether effective public relations lead to increase

student patronage.

Response No of respondents Percentage

Yes 182 51.4
No 99 28
Don’t know 73 20.6
Total 354 100

Source: field data 2005

Table 5 above shows that 182 respondents said effective public

relations leads to increase student patronage, 99 said No while 73 said

don’t know.

QUESTION 6

Student’s responses on whether they are satisfied with public

relations activities of the institution

Responses No of respondents Percentage

Satisfied 250 70.6
Not satisfied 94 26.6
Don’t know 10 2.8
Total 354 100

Source: field data 2005

 This table shows that 250 respondents are satisfied with public

relations activities of the institution, 94 said they are not satisfied while 10

said they don’t know.

QUESTION SEVEN

Responses on the level of attention given to student in the institution

Responses No of respondents Percentage

Good 95 26.8
Fair 184 52
Poor 75 21.2
Total 354 100

Source: field data 2005

From the table above, 26.8% of the respondents said the level of

attention given to them is good, 52% said fair and 21.2% said poor.

QUESTION EIGHT

Responses on the public image of IMT for the past five years.

Response No of respondents Percentag

e
Yes 299 84.5
No 55 15.5
Total 354 100

Source: field data 2005

 Table 8 shows that the public image of IMT for the past five (5) years

has been good and this was indicated by 84.5% of the respondents by

saying yes while 15.5% said No.

QUESTION NINE

Responses on whether public relation function to prevent crisis in the

institution.

Reponses No of respondents Percentage

Yes 265 74.9
No 89 25.1
Total 354 100

Source: field data 2005.

From the table above, it could be seen that 74.9% of the

respondents indicated yes that public relations functions to prevent crisis

while 25.1% indicated 100.

QUESTION TEN

Student’s responses on their view about the public relations activities

of the institution.

Responses No of respondents Percentage

Excellent 30 8.5
Good 160 45.2
Fair 100 28.2
Poor 40 11.3
Very poor 24 6.8
Total 354 100

Source: field data 2005.

The table above show that 30 out of the 354 respondents indicated

excellent, 160 indicated good, 100 fair, 40 said poor while 24 respondents

indicated very poor.

QUESTION ELEVEN

This open ended question when answered suggested that the

institution should continue with the public relations activities in order to

satisfy the staff/management, students and other publics and also to bring

greater glory to the institution.

4.1 TEST OF HYPOTHESIS

In chapter one of this studies, three hypothesis were posed as the

guiding framework of the study at this stage of the research, these

hypothesis are test for rejection or acceptance.

Decision rule should be; reject null hypothesis if the calculated value

is greater than the critical value or other wise accept the null hypothesis.

HYPOTHESIS 1
Ho: Public relations activities of ESTU does not lead

to increase the awareness of their services.

H1: Pubic relation activities of IMT leads to increase awareness of their

services.

The test statistics is chi – square

X2 = E(0 –E)2

Where X2 = chi – square

0 = observe frequency

E = expected frequency

Level of significant used is 5% or 0.05

The degree of freedom is given by (k – 1) (r – 1)

Where k & r = number of rows and columns.

Computation of test statistics using table 4.4 below,

Students response on whether they are aware of the services provided by

public relations activities.

Responses No of respondents Percentag

e
Yes 160 45.2
No 194 54.8
Total 354 100

To determine the expected frequency = Total responses

No. of alternative response= 354

2 = 177

therefore X2 = E(0 –E)2

= (160 – 177)2 + (194 –177)2

177 177

= 289 + 289

177 177

X2 = 3.266
Degree of freedom = (r –1)(k –1) = (2 –1) (2 –1) =1

Critical value = 3.8416

Comparing the test statistics with critical value

3.266 < 3.8416

Decision

Since the calculated value of X2 is less than the critical value, we

accept the null hypothesis and reject the alternative hypothesis, thus public

relations activities of IMT does not lead to increase the awareness of their

services.

HYPOTHESIS 11

Ho: Public relation activities of IMT does not give

attention to the student of the institution.

H2: Public relations activities of IMT gives

attention to the student of the institution.

The test of statistic is chi – square

X2 = (0 – E)2

Level of significance is 5%
Degree of freedom = (r- 1) (k –1) = (3 –1) (2 – 1) = 2

Critical value = 5.99

Computation of the test statistics-using table

4.7 below:- Reponses on the level of attention given to students in the

institution.

Responses No of responses Percentage

Good 95 26.8
Fair 184 52
Poor 75 21.2
Total 354 100

To determine the expected frequency

= Total response = 354

No of alternative response 3 = 118

Therefore X2 = (95 – 118)2 + (184 – 118)2 + (75 –118)2

118 118 118

= 529 + 4356 + 1849

118 118 118

= 4.48 + 36.9 + 15.7

X2 = 57 .1
Comparing the test statistics with critical value

= 57.1 > 5.99

Decision

Since the calculated value is greater than the critical value, the null

hypothesis was rejected and alternative accepted. Thus, public relation

activities of IMT give attention to the student of the institution.

HYPOTHESIS 111

Ho: Public relations activities of IMT does not lead

to increase student patronage

H3: Public relations activities of IMT leads to

increase student patronage

Test statistics is chi – square

X2 = (0 –E)2

Degree of freedom = (r- 1)(k – 1) = (3 –1)(2 – 1) =2

Critical value = 5.99

Computation of test statistics using table 4.5

Students responses on whether effective public relations leads to increase

student patronage.

Alternative response No of respondent Percentage

Yes 182 51.4
No 99 28
Don’t know 73 20.6
Total 304 100

To determine the expected frequency

= Total response = 354

No of alternative response 3 = 118

Therefore X2 = (182 – 118)2 + (99 – 118)2 + (73 – 118)2

118 118 118

= 4096 + 361 + 2025

118 118 118

= 377 + 3.06 + 17.2

X2 = 57.9 apx. 58

Comparing test statistic with critical value

= 58 > 5.99

Decision

Since the calculated value of X2 is greater than the critical value, we

reject the null hypothesis and accept the alternative hypothesis. We

therefore conclude that public relation activities of IMT leads to increase

student patronage.
 CHAPTER FIVE

SUMMARY OF FINDINGS, RECOMMENDATIONS AND CONCLUSION

Having carefully analyzed data collected for the study using simple tables

and hypothesis formulated, the researcher got very useful information on

the effectiveness of public relations in service industries, a case study of

institution of management technology (IMT), Enugu.

The success or failure of a corporation depends on its relationship

with its publics. A favourable corporate image create confidence in an

organization or institution including IMT.

There has been occasional trouble in tertiary institutions including

IMT; this no doubt has impacted negatively on the image of the institution.

The findings of the study are revealed:-

5.1 SUMMARY OF FINDINGS

The researcher discovered that the public relations activities of IMT

does not lead to increase the awareness of the services provided that is to

say that the services of the institution is poor, the reason being that they

lack effective public relations department.

2. Public relations activities of IMT has led to industrial harmony, this is

evidenced by the fact that there has not been major strikes that lasted for

a long time.

3. Public relations activities of IMT has also led to impact positively on

students patronage of the institution.

4. IMT as an institution has the students, members of its staff, parent

Teachers Association, the Management, the state and the federal

government, Nigerian universities commission (NUC) etc as its relevant

publics.

5. The public relations activities of IMT give attention to the students of

the institution.

5.2 RECOMMENDATIONS

It is the researcher opinion based on the various findings that:

1. IMT should have to upgrade the quality of their services than that of

other institutions by creating awareness of the services they provide. Also,

the management of the institution should see themselves as one in a

competitive environment struggling for leadership position, they need to

innovate new methods of attending to their public distinct from other

institutions.
2. IMT public relations department should be well funded. This will

enable them to acquire more sophisticated equipment like computers,

television, radio, public address system, printing machines, photocopying

machines etc for improved public relations activities.

3. This public relations functions should be clearly defined to avoid

confusion in the institution; this includes their relationship with other

publics

4. Public relations is a two way communication the researcher therefore

urges that public relations should not only emphasize on their publics but

putting them into action in rendering of efficient and effective services.

5. Public relations as a management of philosophy should be

understood to include all effort towards achieving institutional goals and

objectives, means of ensuring that all the department and of the institution

are made known that their actions are what other publics will use in rating

the institution.

5.3 CONCLUSION

Having tabled the above findings and recommendations, the

researcher therefore assumed that the task lies on the management to

implement them to ensure continued satisfaction of its various publics. In

an inquisitive society like ours, it is necessary for all organization to readily

publicize its activities so as to negate insinuation, even in employee

relationship, adequate steps should be taken to inform employee about the

organization.

Public relations is an indispensable marketing tools for company’s

survival and growth. It is very imperative that the institution of

management technology (IMT) Enugu should maintain a good relationship

with its publics in order to survive competition in the service.

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