THE EFFECTIVENESS OF PUBLIC RELATIONS IN
(A CASE STUDY OF ENUGU STATE UNIVERSITY OF
SCIENCE AND TECHNOLOGY (ESUT) ENUGU)
The purpose of this study was to do knew the effectiveness of public relations
in service industries. A case study of the Enugu state university of science and
technology (ESUT) Enugu.
To guide this study three hypotheses were formulated. A review of related
literature was done to expose the research to what has already been done to
ensure solid conclusion for the study.
A structural questionnaires was developed and administered by the researcher
to respondents comprising of the students and staff/ management of the
institution the data collected were form both primary and secondary sources
and were duly analyzed and presented in a manner in which they could be
easily be understood and applied by whosever may be interested in the work
and its findings.
From the analysis the following findings emerge
a. Majority of the students are not aware of the service provided by the
public relation activities of the institution.
b. Public relations activities of ESUT has led to industrial harmony this
is evidenced by the fact that there lies not been major strike that
lasted for a long time.
c. Public relations activities of ESUT also led to impact positively on
students patronage of the institution.
Based on the above findings the researcher made the following
a. ESUT public relations department should be well fended to enable
them acquire mere sophisticated equipments to improve public
b. ESUT should up grade the quality of their service they provide by
creating awareness so that all may know about them.
c. Public relations functions should be clearly defined to avoid
confusion in the institution form this the researcher concluded that
public relations is a potent tool for purchasing of goods and service
ESUT must embrace it for the satisfaction of its numerous public.
TABLE OF CONTENT
Table of content
Background of the study
Statement of the problem
Objective of the study
Significance of the study
Scope of the study
Design of the study
Population of the study
Determination of sample size
Sample size for staff/ management
Sample size for student
Instrument and method of data collection
Method of data analysis
Administration of questionnaires
Presentation and analysis of data
Test of hypothesis
Summary of findings
BACKGROUND OF THE STUDY
Public relations has become a potent purchasing tool in modern business
management in recent times. It influence is being felt on both big and small
firm with the influence of even greater expansion. It is important for
management organization including tertiary institutions to understand its
potential and limitations.
Nwokoye (1984: 212) defined public relations as the activities of co-operations
unions government or other organization in building and purchasing sound and
productive relations with special public such as customers relations employees
o stock holder and with public at large so as to adopt itself to its environment
and interpret itself to the society.
Bush and Houston (1995:200) noted that public relations is management
function which evaluate public attitude identifies policies and procedures of an
individuals or an organizations with the public interest and execute a
programme of action to earn public understanding and acceptance.
Chukwu (200:3-4) stated that public relations practices is a management
philosophy armed at doing everything possible to create good relationship
between are organization and its publics.
Public relations is armed at making friends for the organizations and building
internal and external good will 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 while wanting to remain liable
need to here good relations with its employees consumers of its products and
services future inventors stock holder and infact that is the general public. As
an organization specialized in manufacturing or offering service its needs to
show itself existing to potential customer that is up to date forward looking
concerned to produce and offer the best goods and service for the price it
charges and make sure that its customers are really satisfied.
Edoaga and Ani (2001: 287) noted that a company should deliberately plan and
execute a contentious public relations programme to develop a good relations
between it and that various publics amongst sought with public relations.
Stressing the position of public relations in the country Olakunori (1999:194)
noted that most official occupying the public relation of various organization
in the country today are not professional they generally have a fair knowledge
of what that are supposed to do
Enugu state university of science and technology (ESUT) as an institution or
organization has the student members of its staff parents teachers association
the management the host society the state and the federal government Nigerian
universities commission (NUL) etc as its relevant publics. This implies that
the activities performed by ESUT in one way or the other affect those
aforementioned various public. Therefore in order to maintain its public
relations with those bodies ESUT must at all times try to create a rapport and
understanding or goodwill with information circulation between itself and
those various 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.
Manufactures and producer of good and service are now aware that public
relations does not only ensure good relation with the public but can strive
towards profit making through increased customers patronage. It is in the light
of the importance attached to public relations that the researcher seeks to
apprise the effectiveness of public relations in service industries in Enugu State
University of Science and Technology (ESUT) as a case study .
STATEMENT OF THE PROBLEM
A good corporate image is usually regarded to be essential for the existence of
an organization the service or failure of a corporation depends on its
relationship with its publics consumer employees stock holders government
community distributions supplies are other.
A favour corporate image create confidence in an organizations or institution.
There has been occupational troubles in tertiary institutions as become the
order of the day. But ESUT as always remained in sector despites the
occasional occurrence of this ugly incidents. The question that called for
Why has ESUT not witness the major break down of law and order despite the
increase in school I fees.
Why has ESUT been able to maintained peace despite that facts that there are
some polities that do not go down well with the staff lecturer and the student
of the institute?
To what extent has public relations contributed in maintenance of peace and
harmony in the institution these and many more are the central task of this
OBJECTIVE OF THE STUDY
To give focus to the study the following objectives are formulated.
1. To find out the level a attention given to the public in Enugu
State university of science and technology (ESUT)
2. To find out whether the institution have good relationship with
3. To examine the level of student lectures staff and management
relations in ESUT
4. To know how public relations help in improving
communication between people and the organization.
5. To recommend solution to problem on public relations
6. To determined the impact of public relations on consumers
7. To appraise the public relations activities of Enugu state
university of science and technology (ESUT)
Public relations activities of ESUT
Ho: Public relation activities of ESUT does not level to increase the
awareness of their service
Hi: These lead to increase the awareness of their service
Ho: Public relation activities of ESUT does not give attention to the student
of the institution
H2: Public relations activities of ESUT gives attention to the student of the
Ho: Public relation activities of ESUT does not lead to increase (students)
H3: Public relation activities of ESUT lead to increase (student) patronage
SIGNIFICANT OF THE STUDY
The most outstanding hope of this study is that its finding will be of immense
benefit to students lecturers and staff of management of tertiary institution.
These will help to minimize conflicts in this institutions.
The study also give an insight into the problem and practice of public relation
in Nigeria institution of higher learning. This study by its objectives will not
only asses the effectiveness of classified public relations but all its application
and uses generally. Therefore when successfully carried out and documental
this study will serve as a sources of relevant information to many institution
and organization on ways of using public relations.
Finally public relations practitioners have been deprived of excellent
performance is their operations because of scanty and insufficient data and
adequate literature availability in this area.
This study when successfully completed and adequately supervised will be an
addition to the essential literature needed in public relations. Practitioners and
consultants will therefore use it extensively for reference based on forgoing it
become indisputable that the need for this study is worth while.
SCOPE OF THE STUDY
The study cover public relations activities in service industries and it will
equally cover an over view of public relations in service industries. The role of
public relations activities in improving the image of service industries
especially tertiary institutions. Due to limited time and other constraints
emphases was placed on Enugu state university of science and technology
(ESUT) despite the fact that Enugu state university is the only institution use as
a case study but the researcher believer that whatever happen to Enugu state
university of science and technology (ESUT) will equally apply to other
institution in the state.
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