CHAPTER ONE
1.0 Introduction
1.1 Background of the study
Nowadays, people are increasingly reliant upon one another for the satisfaction of our social, economic and spiritual needs, sharp deviation from what used to be when individual were largely self-reliant and self-sufficient providing their own food, building their own houses making their clothing and hiring apart from the other people in society has change from its monist nature to a cosmopolitan on a situation where individual deliver mass age differently due to the selective process.
Therefore, Public Relation as an indispensable tool for proper functioning of civilized society determining the effectiveness of conflict resolution, construction of infrastructures e.t.c. At both private organizations, governmental institution, educational institution cannot be over emphasized in these settings.
Bowman and Elis (1969) writes on “The need of Public Relation in modern society” says that society has learned something from the past term of reference of communication have change the audience is better educated more people are acquire and willing to make objective judgment on the message they receive.
Many government institutions nowadays as realize that lack of timely and adequate communication has bear the major cause of most ineffective communication in its administration also in ruling its people.
Whether an organization is a profit making or non, whether it is owned by government or a group of individual, it need the services of public relations for such organization to dwell and eventually succeed in achieving it set goals. No wonder an individual personality are now engaging the service of public relations to help build, maintain and polish their image and reputation in the public sphere. Some of the individuals and politicians, business tycoon Footballers, Wrestlers, Boxers, Musicians, Actors and Actress e.t.c.
Public relations unlike advertisement and other Marking Mix, Place all it efforts in building good image, name and public confidence in the mind of the various publics dealing with the organization public relations did not only see to good image for the products and services of the organization it serve but also ensure good image of the workers and management of the organization
For the above reasons, to define public relations become subject of individual perception of what public relations is and what it does, however many scholars have contributed to the success of defining what public relations is some scholars believed and wrote on it as act (deed) representing a group or organization.
According to Roger Hayward as quoted by Adegoke (2001) says that public relations is the propagation of the personality of the organization. This states the importance of communication between the organization and its public Roger Hayward’s definition has something to do with the (IBPR) definition because both state the duty of public relations officers in promoting projecting and representing the organization and at the sometime relating with the public of the organization both the internal and external public.
Public relations also project the management personality of which the public relation department represents, through their activities with the use of their perspective tools (i.e print and electronic media).
The aim is to create Favorable atmosphere between an organization and its publics. Sam blank (1962) asserts that public relations involve any thing that is focused, improving and enhancing the flow of communication between institution and its publics. The main words that can be drawn out from Sam Black definition in the crucial role-played by any public relation department through the means of using mass media
However, in this research work, impartial assessment will be done on the role of public relations in higher institution as the main crucial and prominent tool in day running of academic affairs especially in building peaceful environment for learning.
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