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BY
JUNE, 2012
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BY
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
JUNE, 2012
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TITLE PAGE
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CERTIFICATION
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.
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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.
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--------------------------------EXTERAL SUPERVISOR
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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.
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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
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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51 53 54 55 57 57 59 60 62 64 65 68 68
2.5.8 Alleged 4 Million Naira Bribery of the House of Reps 2.5.9 Denial of Access to Government Owned Media -
2.6.4 British and American Examples 2.6.5 Intimidation of Reporters 2.7 The Electronic Media -
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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 -
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3.8
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
4.4.1 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
Research Questionnaire
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Table 4.2.1 Gender - Respondents Cross Tabulation Table 4.2.2 Age - Respondents Cross Tabulation- -
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