Thesis Abstract

Abstract
Public relations (PR) plays a significant role in shaping the communication landscape in Nigeria. This research project aims to provide an appraisal of public relations contributions to Nigeria, focusing on its impact on various sectors such as government, business, and civil society. The study utilizes a mixed-methods approach, incorporating both qualitative and quantitative data collection techniques. The research begins by examining the historical development of public relations in Nigeria, tracing its roots from colonial times to the present day. This historical context provides insight into the evolution of PR practices in the country and their adaptation to the Nigerian socio-political environment. The study then delves into the current state of public relations in Nigeria, analyzing the key players, challenges, and opportunities within the industry. One of the key findings of the research is the crucial role of public relations in managing the reputation and image of organizations in Nigeria. PR practitioners are seen as strategic communicators who help companies navigate the complex media landscape and build positive relationships with stakeholders. The study also highlights the growing importance of social media in shaping public perceptions and the need for PR professionals to adapt to this digital communication environment. Furthermore, the research examines the impact of public relations on government communication in Nigeria. PR strategies are increasingly being employed by government agencies to engage with citizens, promote transparency, and build trust. The study evaluates the effectiveness of these government PR initiatives and identifies areas for improvement to enhance public trust and participation in governance. In addition to business and government, the research also explores the role of public relations in civil society organizations and non-profit groups. PR is essential for advocacy efforts, fundraising campaigns, and community engagement activities aimed at promoting social change and development in Nigeria. The study underscores the importance of ethical PR practices in these sectors to maintain credibility and public trust. Overall, this research project provides a comprehensive appraisal of public relations contributions to Nigeria across various sectors. By analyzing the historical development, current trends, and future challenges of PR in the country, the study offers valuable insights for practitioners, policymakers, and academics interested in enhancing communication practices in Nigeria.

Thesis Overview

Public relations describes any form of communication which is aimed at bringing about goodwill and mutual understanding between an organization and its publics. As a planned communication, it concerns every organization, whether commercial or noncommercial, government inclusive. This is because, every organization needs to create a favourable image for itself before its internal and external publics for successful operation (Asemah, 2011).

Modern public relations (PR) practices first became popular in the United States in the early 1920s with the publication of Edward Bernays’s influential text (Nessmann, 1995) entitled ‘The Crystallization of Public Opinion’. Since then, the practice and management of public relations became a global enterprise (Sriramesh and Verčič, 2002; Culbertson et. al, 1996) that cannot be ignored. Within a short period, public relations gained popularity not only in the United States but also amongst foreign governments (Kunczic, 2003) and multinational firms (Olasky, 1987; Hutton et. al, 2001; Wakefield, 2000; Sriramesh, 1996). Today, public relations are practiced in most countries around the world and more importantly in non-western developing countries (Al-Enad, 1990).

Contrary to Ajala (1993) and many other authors that public relations practice began in Nigeria during World War II, modern public relations practices began in Abeokuta, Nigeria on December 3, 1859, when the Christian Missionary Society (CMS) published the “Iwe Irohin” (meaning news journal), Nigeria’s first newspaper (Salawu, 2004a). The trigger for the creation of this newspaper is grounded in the desire by church missioners to inform parishioners of weekly Christian activities within the church.

This newspaper performed the first public relations function by providing up to date information concerning missionary activities as well as socio-economic and political activities affecting Anglican parishioners, Abeokuta indigenes, the settlers (Creoles) and Europeans at large. Our position is in consonance with Bates (2006). While tracing the history of public relations, Bates (2006) asserted that the development of modern PR began with the use of oratory, newspapers, meetings, committees, pamphlets, and correspondence by rebelling American colonies against England to win people to their cause”. The Iwe Iroyin, the first PR medium in Nigeria included news about colonial administration, some foreign affairs, advertisements and public announcements (Salawu, 2004b). Furthermore, the Iwe Iroyin laid the foundation of modern classified publicity, public advocacy and public announcements on births and deaths (Oduntan, 2005) in Nigeria.

Nigeria is miles ahead of a number of advanced industrialized countries when it comes to the professionalization of public relations. Our conviction is predicated on two arguments. First, unlike the Chartered Institute of Public Relations London, which got its professional charter in 2004, public relations practices had since 1990 been recognized by the successive governments in Nigeria as a professional discipline. The Nigeria Institute of Public Relations (NIPR) got the professional charter, which recognized PR practices as a professional discipline in 1990 (Molleda and Alhassan, 2005). The charter limited the practice of public relations in Nigeria exclusively to persons registered by NIPR.

Besides, it was established far ahead of many European and North American public relations institutes. The popularity enjoyed by the professionalization of PR practices in Nigeria has encouraged many Nigerian universities and polytechnics to develop and run academic and professional degrees in this discipline (especially at postgraduate level).

Conservatively, there are at least 20 higher institutions of learning in Nigeria offering specialist degree programs in public relations (Otubanjo and Amujo, 2009).

Public relations has contributed greatly to the growth and development of Nigeria through all its phases of growth.