PUBLIC RELATIONS FOR MEDIA DEVELOPMENT IN NIGERIA

BY

ILO FAUSTINUS CHINEDU PG/PGD/10/54703

DEPARTMENT OF MARKETING FACULTY OF BUSINESS ADMINISTRATION UNIVERSITY OF NIGERIA, ENUGU CAMPUS

JUNE, 2012

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PUBLIC RELATIONS FOR MEDIA DEVELOPMENT IN NIGERIA

BY

ILO FAUSTINUS CHINEDU PG/PGD/10/54703

BEING A RESEARCH PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF POSTGRADUATE DIPLOMA IN MARKETING (PR) OF THE UNIVERSITY OF NIGERIA

DEPARTMENT OF MARKETING FACULTY OF BUSINESS ADMINISTRATION UNIVERSITY OF NIGERIA, ENUGU CAMPUS

SUPERVISOR: DR. J. I. UDUJI

JUNE, 2012

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TITLE PAGE

PUBLIC RELATIONS FOR MEDIA DEVELOPMENT IN NIGERIA

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CERTIFICATION

hereby certify that

this project Public Relations for Media

Development in Nigeria was carried out by me, ILO FAUSTINUS CHINEDU (PG/PGD/10/54703) for the award of Postgraduate

Diploma in Marketing (PR) at the University of Nigeria, Enugu Campus. I also state that the work is original and has not been submitted for this or any other degree of this or any other institution of higher learning.

-------------------------------------ILO FAUSTINUS CHINEDU Researcher

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APPROVAL PAGE

This project Public Relations for Media Development in Nigeria written by ILO FAUSTINUS CHINEDU with Registration Number:

PG/PGD/10/54703 has been approved having met the standards required in partial fulfillment for the award of PGD in Marketing (PR) of the University of Nigeria.

------------------------------DR. JOSEPH I. UDUJI PROJECT SUPERVISOR

-----------------DATE

----------------------------DR. S.C. MOGULUWA HEAD OF DEPARTMENT

-----------------DATE

--------------------------------PROF. U. J. F. EWURUM DEAN OF FACULTY

-----------------DATE

--------------------------------EXTERAL SUPERVISOR

-----------------DATE

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DEDICATION

In loving memory of my grandfather, Ozo Kenneth Afamefuna (Ofia-vuaku 1 of Amagu Village, Ebe in Udi LGA), you were truly a model of excellence to reckon with for any thorough job. Yes, there is something to remember you always for.

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ACKNOWLEDGEMENT

Firstly, I appreciate God Almighty for His provision of a life manual Bible, which girded me with the wisdom to make choices, defend it and stand above the devices of darkness.

To my parents, Engr. & Mrs Andrew A. Ilonweze for helping me develop and manage the responsibilities and consequences of my chosen career. And to my ever-loving grandmother, Mama Josephine Chinegwundoh (Nne Okwukwe) for her endless intersections towards my success.

My supervisor Dr. Joseph I. Uduji played a vital role with words of encouragements and admonitions (when needed) at ensuring that nothing less of standard was considered; these efforts have truly sharpened my enthusiasm.

To Dr. Chuke Nwude for his impressive and explicit teachings which did not stop at managing finance, but more so at building my dexterity to study hard and harder without reasons to fail.

Finally, an unreserved gratitude goes to a caring sister-in-Christ, Egbo Maryann (Mrs), God will surely reward you beyond your expectations; none of the prayers was a waste.

Thank you and God bless.

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ABSTRACT

The purpose of this study is to investigate the problems of Media development especially in Nigeria, while also proffering solutions to arresting these impediments through the application of Public Relations philosophies. Emphasis was placed on how to correlate the expected relationship between the Media Organizations and the PR Practitioners, with its attendant consequences such as the imposition of selfpromoting contents as commercials/news resources just to increase revenue, which most times results to an utmost high jacking of the expected balanced news/reports, as typical of a good Media Institute. The methodological approach adopted was the survey method. The literature reviewed the works done by eminent scholars and

professionals in both fields of comparative study Media and Public Relations. Secondary and primary data were used for this study. The primary data were the questionnaires administered on the target population. The data collected were tabulated and analyzed using SPSS version 15.0 software. Table 4.1.1 herein shows the response rates of the respondents at a total of 86.88%, which was regarded as significant for use in the analysis. The finding of this research shows amongst other things, that: Media people and PR practitioners do hold mutual agreement on what to be aired and what not to be aired (see Table 4.3.4). This is to preserving the socio-cultural values and ethical standards as expected by the publics. More so, good relationships promote peace, mutual understanding, consumer loyalty, organizational citizenship, sustainable development, cross-border trade opportunities, among others. Therefore, it is imperative for the Nigerian Media to recognize and embrace the findings herein, which without doubt will help in the development of Media content and character in Nigeria.

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TABLE OF CONTENTS Title page Certification Approval Page Dedication Acknowledgment Abstract Table of Contents List of Tables CHAPTER ONE 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 Introduction Statement of the Problem Objectives of the Study Research Questions Research Hypotheses Significance of the Study Scope of the Study Limitations of Study Definition of Terms References 1 3 4 5 5 6 6 7 8 16 iii iv v vi vii viii ix xiii

CHAPTER TWO LITERATURE REVIEW 2.1 Public Relations Concepts 17

2.1.1 Meaning of Public Relations 2.1.2 The Concept of Spin 2.1.3 Spin and PR 2.2 Approaches to PR -

17 19 19 20 20 22 23 25 26 28 29 31 32 32 33 34 37 39 43 46 47 48 49 49

2.2.1 Relations with Publics 2.2.2 Grunigian Paradigm 2.2.3 Hype 2.2.4 Persuasion 2.2.5 Relational -

2.2.6 Reputation Management 2.2.7 Relations in Public 2.2.8 Community Building 2.2.9 Political PR 2.3 Media Relations -

2.3.1 Public Relations Practitioners and the Media 2.3.2 Areas of PR and News Media Relationships- 2.3.3 Successful Media Relations Techniques 2.4 The roles of public relations practitioners 2.5 PR Impact on Media An Empirical Review2.5.1 Media and Development 2.5.2 The Nigerian Media -

2.5.3 Ideological and Political Considerations 2.5.4 Ownership/Structural Considerations 2.5.5 The Nigerian Media: The face of Politics -

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2.5.6 The Speakergate Scandal -

51 53 54 55 57 57 59 60 62 64 65 68 68

2.5.7 The Cabinet Shake-up of June 2001

2.5.8 Alleged 4 Million Naira Bribery of the House of Reps 2.5.9 Denial of Access to Government Owned Media -

2.6 Other Impediments to an Effective Media Development 2.6.1 Protocol Journalism -

2.6.2 Prejudice against certain Personalities 2.6.3 Degeneracy -

2.6.4 British and American Examples 2.6.5 Intimidation of Reporters 2.7 The Electronic Media -

2.8 Conducive Environment for Media Practice 2.9 Conclusion References -

70

CHAPTER THREE RESEARCH METHODOLOGY 3.1 3.2 3.3 3.4 3.5 3.6 3.7 Research Design Research Design 73 73 73 74 75 75 76

The Population used for this study Sample Size Determination Procedure Method of Data Collection -

Validity of the Research Instrument Reliability of the Research Instrument -

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3.8

Method of Data Analysis References

78 79

CHAPTER FOUR DATA PRESENTATION AND ANALYSIS 4.1.1 Analysis of Administered and Returned Questionnaires - 80 4.2 Analysis of Respondents Bio-Data 81 84 95 95 96 98 99 100

4.3. Analysis of the Research Questions Completed 4.4 Test of Hypotheses -

4.4.1 Testing Hypothesis One 4.4.2 Testing Hypothesis Two 4.4.3 Testing Hypothesis Three 4.4.4 Testing Hypothesis Four 4.5 Discussion of Findings

CHAPTER FIVE SUMMARY, CONCLUSION AND RECOMMENDATION 5.1 5.2 5.3 5.4 Summary of Findings Conclusion Recommendation Areas of further studies 103 104 104 105

APPENDIXES Bibliography 106 111

Research Questionnaire

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LIST OF TABLES Table 4.1.1: Questionnaires Administered, Completed and Returned 80 81 82 82

Table 4.2.1 Gender - Respondents Cross Tabulation Table 4.2.2 Age - Respondents Cross Tabulation- -

Table 4.2.3 Marital Status - Respondents Cross Tabulation-

Table 4.2.4 Education Background - Respondents Cross Tabulation 83

Table 4.2.5 Years of Experience in Media Work - Respondents Cross Tabulation 83 84 85 85 86 87 87 88 89 89 90 91

Table 4.3.1: Analysis of Research Question 1 Table 4.3.2: Analysis of Research Question 2 Table 4.3.3: Analysis of Research Question 3 Table 4.3.4: Analysis of Research Question 4 Table 4.3.5: Analysis of Research Question 5 Table 4.3.6: Analysis of Research Question 6 Table 4.3.7: Analysis of Research Question 7 Table 4.3.8: Analysis of Research Question 8 Table 4.3.9: Analysis of Research Question 9 Table 4.3.10: Analysis of Research Question 10 Table 4.3.11: Analysis of Research Question 11-

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Table 4.3.12: Analysis of Research Question 12 Table 4.3.13: Analysis of Research Question 13 Table 4.3.14: Analysis of Research Question 14 Table 4.3.15: Analysis of Research Question 15 Table 4.3.16: Analysis of Research Question 16 Table 4.4.1: Test Result on Hypothesis One Table 4.4.2a: Test Result on Hypothesis Two Table 4.4.2b: Test Result on Hypothesis Two Table 4.4.3: Test Result on Hypothesis Three Table 4.4.4: Test Result on Hypothesis Three -

91 92 93 93 94 95 96 97 98 99