33 5.0 SUMMARY
UNIT 2 HISTORY AND DEVELOPMENT OF PUBLIC RELATIONS IN NIGERIA
CONTENTS
1.0 Introduction 2.0 Objectives 3.0 Main Content
3.1 Development of public relations in Nigeria: Role of the Government
3.1.1 Role of statutory corporations 3.1.2 Role of the private sector 3.1.3 Role of consultancy firms
3.1.4 Role of the Nigerian Institute of Public Relations 3.2 Achievements of public relations in Nigeria
3.3 Challenges for public relations in Nigeria 4.0 Conclusion
5.0 Summary
6.0 Tutor-marked Assignment 7.0 References/Further Reading
1.0 INTRODUCTION
We live in a volatile and capricious world, a world that witnesses changes of all genres by the minutes. Some of these changes are positive while others are quite unfriendly.
However, in whatever pattern the changes come, there is usually bound to be some friction, since no one policy can be acceptable to all the people all the time. When these frictions occur, the need for mutual understanding increases, hence a deliberate public relations effort becomes necessary. It is the duty of public relations to lubricate the societal engine, if not to eradicate but at least to reduce the friction resulting from change. It is against this backdrop that we can examine the historical development of public relations in Nigeria.
2.0 OBJECTIVES
At the end of this unit, you should be able to:
Tell a history of the development of public relations in Nigeria Outline the major achievements of public relations
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List major contributors to the growth of public relations in Nigeria Outline the challenges facing public relations practice in Nigeria
3.0 MAIN CONTENT
3.1 Development of Public Relations in Nigeria: Role of the Government
It must be stated at the onset that the development of public relations in Nigeria at a formal level began with the government. In the years preceding the Second World War, the exploitative and conjugative influence of the colonial government had created a poor relationship between it and the people of Nigeria. At this time, a lot of information were shrouded in secrecy. The words and actions of the government were very suspect.
During the Second World War and precisely in 1943, the colonial government thought it fit to establish its own public relations outfit in order to keep Nigerians informed on the goings on in the war in which many Nigerians were involved. At this time, it was called War Information office. It was also to create a means of ensuring proper representation and interpretation of government news and views. To achieve this goal, the government employed many Nigerians as Publicity Officers (most of them were former journalists).
In 1948, it further recruited other Nigerians as Assistant Publicity Officers notable among which were Cyprian Ekwensi, Anthony Enahoro and the late Dr. Sam Epelle. The aim of the government was to use publicity as a vehicle for reaching the people.
Due to the newness of the profession then, coupled with the unpopularity of the colonial government, the public perception of public relations was totally objectionable.
3.1.1 Role of Statutory Corporations
With the pace set and relative success made by the government, public relations was gradually embraced by other statutory and private bodies. The fledgling National Electric Power Authority (formerly Electricity Corporation of Nigeria and now Power Holding Company of Nigeria) was later of the first government parastatals to establish a Public Relations Bureau. Because of its newness and erratic supply of power then (unfortunately this has not changed), it gave such a prime place to public relations that by 1959 its public relations department had taken full swing.
The Nigerian Railway Corporation was another organisation whose public relations activities have influenced public relations practice in Nigeria. Before its establishment in 1955, Mr. Ernest Ikoli, a journalist who later became a frontline first republic politician handled the publicity that heralded its formation. After its establishment, it opened a
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functional department of public relations with a full time Publicity Officer. Dr. Sam Epelle became the corporation’s first chief Public Relations Officer.
3.1.2 Role of the Private Sector
In the private sector, the United African Company of Nigeria, UACN, was the first to set up a public relations department in 1949. It had the goal of informing businessmen and its customers about its activities as well as projecting UACN as a major Nigerian industrial, technical and commercial company. At this stage, it was called Information Department with one Charles Newham as the first Information Officer. The department was located on the ground flour of the old Niger House in Marina from where it spread out to other branches of the company at Enugu and Kaduna. As the company expanded in later years the public relations department moved to 19 Custom Street from where it finally settled in the multi million naira edifices Niger House in 1967.
ShellBP Petroleum Development Company was another firm that played important roles in the development of public relations in Nigeria. It started public relations Practice in the 1940s but it was not until 1969 that it had a full-fledged public relations Department, with the objective of ensuring free flow of information between the company, local communities, the mass media, and commercial organisations.
The bold steps taken and achievements recorded by these organisations through their public relations Departments have spurred other public and private companies into action.
Thus, all corporate bodies in Nigeria today have a public relations department and also make use of public relations consultancy firms.
3.1.3 Role of Consultancy Firms
The development of public relations consultancy firm cannot be left out in the discussion on the history of public relations in Nigeria. On record among those who practiced public relations consultancy on individual basis in the sixties were the likes of late Ebun Adesioye, Otunba Kunle Ojora, Peter Hospidales, Dotun Okubanjo, Dr Clarkson Majomi and Mr. Olu Ademulegun. But other four PR consultancy firms are in the forefront in Nigeria. They, with their chief executives include (1) Bloomel Public Relations Practitioners – Lanre Oginni, (2) Good Contact Public Relations Services. – Kunle Oyalowo, (3) Philip Johnson and Associates – Olu Johnson, (4) Progan Promotions – Toye Ogunnorin.
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3.1.4 Role of the Nigerian Institute of Public Relations
Whatever achievements the practice of Public Relations in Nigeria has made so far cannot be divested from the regulatory body, the Nigerian Institute of Public Relations – NIPR. The NIPR, former called PRAN Public Relations Association of Nigeria came into being through the efforts of Dr. Samuel Epelle in 1963 and has since then brought the practice of public relations to an enviable position in Nigeria. The institute has been headed by such public relations luminaries as:
Dr. Sam Epelle 1963 -1968 Chief Kanu Offonry 1968 -1972 Mr. Tonye Willie-Harry 1972 -1976 Mr. Ikhaz Yakubu 1976 -1980 Chief Bob Ogbuagu 1980 -1984 Chief Alex Akinyele 1984 -1988 Mr. Mike Okereke 1988 -1993 Mr. Sabo Mohammed 1993 - 1998 Chief Ajibade Oyekan 1998 – 2001 Mr. Senibo Bobo Sofiri Brown 2001 – 2005 Prof. Ikechukwu Nwosu 2005- 2009 Alhaji Mohammed A. Abdullahi 2009-2013
Dr. Rotimi Olade 2013- Till-date
3.2 Achievements of Public Relations in Nigeria
Although the practice of public relations is young in Nigeria, it has achieved some measure of success. These successes however have been made possible due to the role of NIPR in public relations practice in the country. Therefore, the achievements of public relations practice will be discussed vis-à-vis that of the Institute.
First, public relations practice has been brought to a high social pedestal and recognition within the few decades of its inception in the country. This is especially true when we consider the Public perception of the first Publicity Officers of the colonial government by the then Nigerian people.
Second, the relative peace that Nigeria has witnessed since the end of the civil war has been due to the public relations role of government information ministry. The Federal Ministry of Information is noted to have the highest concentration of public relations practitioners with about 600 well trained practitioners in Nigeria.
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Third, the supervisory role of the NIPR on the practice of public relations in Nigeria has improved the examination and course standard of would-be practitioners, thereby making the standard of practice relatively high. This has had the effect of screening out quacks in the profession to some extent.
Fourth, public relations practice has developed in the country to a consultancy level.
This resulted in the launching of the Public Relations Consultants Association of Nigeria, PRCAN in 1984.
Another major achievement is the enactment of Decree No.16 of 1990 which empowers the institute to determine what standards of knowledge and skills are to be attained by persons seeking to become registered members of the public relations profession, and reviewing those standards from time to time as circumstances may permit.
With the decree, practitioners are protected against charlatans, thus giving employers the opportunity to choose the best.
3.3 Challenges of public relations in Nigeria
Despite the achievements mentioned above, it must be observed that many problems and challenges still inhibit the growth, development and public perception of the profession.
To start with, the profession is still clustered with many strange bed fellows. Failures in other fields have often found a haven in public relations in Nigeria. This has had much adverse effects on the public perception of qualified practitioners in the profession.
Also, the government, which is the largest single patron of public relations, still depends on overseas public relations consultants. This has robbed the local professionals of much profit and growth. There is no overseas public relations genius that knows the behavioural pattern of Nigerians more than local P.R consultants. There are also the problem situations in which in-house public relations practitioners of companies have viewed the local consultants as threats whenever the management of their companies have need of consultancy services for big projects. This situation is a challenge especially to the regulatory body.
Yet another major problem is the failure of most private companies to place their public relations men on the management board. Most decisions are often taken without the knowledge of their public relations staff who are forced to implement these decisions, only to be blamed when such policies fail.
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A major failure and challenge to Public Relations practice in Nigeria is poor community relations. Corporate bodies ought to pay attention to the interest of the immediate community in which they operate. The neglect of this vital area is attributable to the perennial restiveness and wave of hostage taking and kidnapping we have witnessed in recent years.
4.0 CONCLUSION
In conclusion, it should be noted that although the practice of public relations in Nigeria has made some enviable giant leaps over the years, it is still a budding profession; it is still in its formative stage.
5.0 SUMMARY
This unit has looked at the history and development of public relations in Nigeria. We saw the roles played by the statutory corporations, the private sector, the government, the Nigerian Institute of Public relations and consultancy firms. We also examined the achievements and challenges of public relations in Nigeria.
6.0 TUTOR-MARKED ASSIGNMENT
Discuss the development of public relations in Nigeria
7.0 REFERENCES/FURTHER READINGS
Ajayi, S. (1989, October 23) Public Relations and Information Management in Nigeria. New Nigerian, P. 20
Ogunnorin, T. (1993). Public Relations Consultancy Practice in Nigeria in: The Future.
“NIPR 30th Anniversary”, Nigeria Institute of Public Relations, P. 65
Okereke, M. (1993). Role of Public Relations in the context of Private Economy in Nigeria. Nigerian Centre for Management Development P.110.
Oyekan, J, (1993). “NIPR 30 years of growth”. NIPR 30thAnniversary. Nigerian Institute of Public Relations P.11.