THE ROLE AND IMPACT OF PUBLIC RELATIONS IN RURAL
DEVELOPMENT IN NIGERIA
BY
ADAMA JANE C.
REG. PG/M.Sc./06/46004
SUBMITTED TO THE DEPARTMENT OF MARKETING
FACULTY OF BUSINESS ADMINISTRATION
UNIVERSITY OF NIGERIA
ENUGU CAMPUS
SUPERVISOR: PROF. J. ONAH
APRIL, 2013
1
TILTIL PAGE
THE ROLE AND IMPACT OF PUBLIC RELATIONS IN
RURAL DEVELOPMENT IN NIGERIA
2
CERTIFICATION
This is to certify that this research project titled “The Role and Impact of
Public Relations in Rural Development in Nigeria” written and presented by
ADAMA JANE C with Reg. No PG/M.Sc./06/46004 is has been found worthy
to be accepted in partial fulfillment for the award of M. Sc, Degree in the
Department of Marketing, University of Nigeria, Enugu Campus
…………………………
Prof. J O. Onah
…………………
Date
………………………
Dr. A. E. EHIKWE
…………………..
Date
…………………………
External Examiner
…………………..
Date
3
DEDICATION
This project is dedicated to GOD ALMITHY for given me the courage to
Continue this work even when all hopes seemed to have been lost.
4
TABLE OF CONTENTS
Title page
i
Certification page
ii
Dedication
ii
Acknowledgment
iv
Table of contents
v
List of tables
vii
List of figures
vii
Abstract
viii
CHAPTER ONE
1
1.0
INTRODUCTION
1
1.1
Background of the Study
1
1.2
Statement of the Problem
5
1.3
Justifications of the study
4
1.4
Objective of the study
4
1.5
Scope and Limitation of the study
5
1.6
Research Questions
5
1.7
Research Hypothesis
5
CHAPTER TWO
6
2.0
LITERATURE REVIEW
7
2.1
Definition of Related Concepts
7
2.1.1 Rural Development Definition
7
2.1.2 Public Relations
7
2.2
Some Government Policies on Rural Development in
Nigeria
8
2.3
Rural Development Policy Objectives
8
2.4
Priority Areas of the Policy and Sector Strategy of the
5
National Policy on Integrated Rural Development
10
2.4.1 Enhancement of Enabling Rural Infrastructure
10
2.4.2 Promotion of Rural Productive Activities
10
2.4.3 Supportive Human Resources Development`
10
2.4.4 Special Programme for the Targeted Group
10
2.5
The Implementation Strategy
11
2.6
Public Relations Functions
12
2.7
Public Relations Models
16
2.8
The Ethics of Public Relations
17
2.9
Past Works Related to Rural Development and
Public
References
18
20
CHAPTER THREE
3.0
RESEARCH METHODOLOGY
22
3.1
The Project Area
22
3.2
The Research Methods and Materials
22
3.2.1 The Questionnaire
22
3.2.2 The Research Population
22
3.2.3 Sample Population
22
3. 2.4 List of Respondents
22
3.2.5 Administration on the Questionnaire
24
3.2.6 Data Analysis
24
CHAPTER FOUR
4. PRESENTATION AND ANALYSIS OF DATA
24
25
4.1
The Role of Public Relations in Rural Development
25
4.2
The Impacts of Public Relations in Rural Development
26
6
4.3
Effectiveness of Public Relations in Rural Development 27
4.4
Constraints to Rural Development Projects/ Activities
28
4.5
Rural Development Programmes/Projects/ Acttivities
According to Participation by Communities
28
Tests of Hypotheses
29
4.6
CHAPER FIVE
5. CONCLUSIONS AND RECOMMENDATIONS
31
5.1 Conclusions
31
5.2 Recommendations
32
References
32
Appendices
33
7
LIST OF TABLES
Table
Page
4.1
The Role of Public Relations in Rural Development
25
4.2
The Impacts of Public Relations in Rural Development
26
4.3
Effectiveness of Public Relations in Rural Development
27
4.4
Constraints to Rural Development Projects/ Activities
28
4.5
Rural Development Programmes/Projects/ Acttivities
jAccording to Participation by Communities
28
LIST OF FIGURES
Figure
1
A bulldozer Clearing Site for a Proposed Rural Market at
Ogbol Awgu LGA Enugu State
Page
36
2
Youths Clearing Bush for a Community Development Project 36
3
A Maize Farm at Ako Nike in Enugu East Local Government
Area
36
4
Tractors Imported by the Federal Government
37
5
Impounded Raw Water at Ajali Owa for Rural Water Supply
In Enugu
37
6
Abattoir Sludge at Lokpanta Cattle Market Abia State
37
7
Okpuje – Anuka Rural Road Rehabilitated by Community
And Social Development Project, Enugu State
38
Water Storage Reservoir for Ibagwa Ani Nsukka LGA
Rural Water Scheme
38
8
8
Abstract
Over 70% of Nigerians reside in the rural areas which are poorly served with social
amenities, and programmes formulated and implemented by the governments for
the development are not yielding the desired results. A study was conducted to
determine the role and impacts of public relations in rural development in Nigeria.
Method of study was the use of questionnaire to obtain information and data from
selected rural communities. Two communities were selected at random from each
state of the South East Nigeria making a total of ten communities studied. The data
were analised using percentages, standard deviation and coefficient of variation.
Results show that the major rural development projects and activities in the
communities include road rehabilitation, health centre, vigilant/ security, school,
campaign for immunization, electricity, campaign for mass literacy, sanitation, etc.
The projects are either sponsored by the community alone or in collaboration with
the government and/ or non governmental agencies. All the communities use town
crier to mobilize the people for rural development programmes. Responses from
the communities on the roles of public relations in rural development gave the
highest average positive score of 76.92% on mobilization for communal work
followed by the role on security of projects with a score of 74.36%. The least score
of 48.72% each were recorded on campaign for immunization and campaign for
mass literacy. The highest standard deviation of 1.36 was recorded for fund raising
and the least (0.82) recorded each for campaign for immunization and mass
literacy. The major constraints to rural development in the communities are low
awareness index, poor funding, lack of accountability
and Logistics support.
9
CHAPTER ONE
1.
INTRODUCTION
1.1
Background of the Study
Nigeria is the most populous country in Africa. It has a population of
140,033,542 million people. It accounts for a quarter of the total population of the
African continent.
It is richly endowed with diverse natural resources which
include a land area of 92400 sq km for agriculture, industry, and mineral resources
extraction including oil and gas (Ogumola, 2006).
Past attempts at national development in Nigeria divided the country into two very
distinct economic sectors namely: the urban and the rural sectors. The rural sector
accounts for 70% of the nation’s population (FMARD, 2000). The major
occupation in the rural sector is agriculture.
Before independence, the Nigerian economy was agro-based. Then, millions of
small and large scale farmers in the rural areas were mobilized and supported by
the government for agricultural production. The support got from the government
by the rural area ranges from provision of infrastructures (roads, water, housing
etc) to granting of subsidy on farm inputs such as fertilizer, chemicals, tractor
services etc; granting of soft loans, and extension services etc. all aimed at
encouraging farming in the rural areas . These supports attracted all classes of
people to the rural areas with farming as the main source of income. Very few
people were interested in living in urban areas. This action of the government was
beneficial to the system as over 80% of the nation’s GDP came from agriculture
based in the rural areas. To enhance the trend, the post independence constitution
placed agriculture on the residual list and 13% of her earnings was devoted to
agricultural development.
In the rural areas, the people and government devised various means of
communication. Communication between the people was by use of town criers,
10
siren, opinion leaders, house to house mobilization etc. On the other hand, the
government was reaching the people through the extension agents/officers. These
officers were posted to farm centres, villages, wards and town. Their duty was to
provide information to the rural areas. Such information include those on research
findings, farming methods, use of facilities provided by the government, etc.
Also, officers called secretaries were employed and posted to rural communities
for other developmental activities not related to agriculture. These secretaries
relate with village heads to discuss such issues as taxation, community
development projects, security and peace. There were sanitary inspectors and
health officers who carried information on these sectors to the rural areas. They
also educate the people on how to implement the policies These officers,(extension
agents, town secretary, town criers, etc) though not professional public relations
officers, partly played some roles of public relations officers then. The above
descriptions give the status of rural development and public relations in those
periods and these functions include what today’s trained communications refer to
as public relations functions. Then, there were almost no privately owned corporate
organizations. All development projects were initiated, financed and executed by
the government.
In some cases, the government incorporated companies to help
carry out certain activities and projects. Some of these companies include; the
Electricity Corporation of Nigeria (ECN) now Power Holding Company of
Nigeria, Palm Produce Board, Cocoa Board, Cotton Board, the Nigeria Railway
Corporation, the Posts and Telecommunication (P&T)
Development
Authority,
Golden
Guinea
Breweries,
the River Basin
etc.
The
corporate
headquarters of these organizations were located in the urban areas but greater
parts of their services are extended to the rural areas directly or indirectly. Then
everybody was at peace with his neighbour, the government and the environment.
11
Establishment of these organizations and other government activities were
financed with proceeds from agriculture generated from the rural area.
In the 70s, oil was discovered in our land and huge sums of money started coming
from the sector. For instance, in 2008 alone, 2.435 trillions naira was earned from
excess crude. This made government to abandon all other revenue earning sectors
and focused on oil. At the same time the revenue from these other sectors started
to dwindle.
For instance, the share of agriculture to export fell from 80% in 1960 to a
disappointing 3.7% in 1980 as against oil and mining which rose from 15% in
1970 to 92% in 1980 (Odigboh and Onwualu, 1994). The implications of this
situation are: low standard of living for greater majority of Nigeria (FMARD,
2004), high poverty level, shortage of food for local consumption, reduced foreign
exchange, collapse of rural infrastructure and amenities, increased unemployment,
increased rural to urban migration in search of white collar job, etc (Ijere, 1991,
Anazodo, 1980, FMARD 2004).
Rural development has been defined by many authors as:
Development of the rural people in such a continuous manner as to enable them to
effectively and efficiently utilize their intellect, technology and other resources for
further development of both themselves and their resources (Olatubonsun, 1975).
A strategy and process designed to improve the economic and social life of the
rural people (Anazodo, 1980). On the other hand public relations is defined as the
promotion of rapport and goodwill between a person, firm or institution and other
persons, especially the public or community at large, through the distribution of
interpretative material, the development of neighbourly interchange and the
assessment of public reaction and as a management function that identifies the
needs, interest, wants and expectation of the internal and external publics of the
organization (Nwosu, 2006)
12
Although, the government abandoned agriculture, which is the main rural based
source of income to both the government and individuals then, oil the new found
source of revenue is also rural based. Though rural based,
income from oil is
being used to develop the urban areas neglecting the rural areas and the people
therein.
1.2
Statement of the Problem
The neglect of the rural areas and the inhabitants which are the main sources of
income for both the government and individuals is associated with a number of
problems. These problems are:
· Collapse of existing infrastructure
· Mass movement of people from the rural to urban area in search of white
collar jobs
· Over population of the urban areas
· Increased crime and starvation in both sectors (urban and rural)
· Rancor and hatred between the rural people on one hand, and government
and corporate organizations on the other hand.
More often than not, the situation degenerates into loss of lives and property. A
case in point is the militancy in the Niger Delta. Recently there was
demonstration by the indegenes at Eleme Petro-Chemical Industries, Rivers
state over non provision of amenities to the community by the industries,
Similar cases are being reported in quarrying sites at Ishiagu Ebony state and
Lokpanta in Abia state. Also at Umudike the operational base of National Roots
Crops Research Institute there has been reported cases of quarrels between the
indigenes and the management of the institute. The case between oil companies
in the Niger Delta and the host communities is no longer news. It is also being
rumored that the bombings in the northern part of the country were remotely
13
caused by long time neglect of the rural people. While accepting that the
neglect of the rural areas is contributory to a number of these problems, it is
also strongly believed that the situation could be managed to reduce, if not
removing it by nipping it in the bud. This could be achieved by establishing and
operating a good public relations network by both the government and
corporate organizations. However, the government and corporate organizations
have made some efforts aimed at addressing these problems to an extent. Some
of these efforts include establishment of such agencies as Department or
Ministry of Rural Development, National Orientation Agency, radio stations,
public relations units in government and private establishments, etc.
1.3 Justifications of the study
A number of researchers have carried out studies on rural development public
relations. However, a number of these works were conducted on the two (rural
development and public relations) fields of study independently. That is, except
for the works of Nwosu and Uffoh, 2005, the previous researches did not link or
critically examine the roles and/ or the impacts of public relations on rural
development programmes of the country even though the roles of public relations
form integral parts of the nation’s National Policy on Rural Development. These
roles which were referred to as public relations functions as reviewed elsewhere in
this report are also contained in the policy objectives of many ministries, agencies,
parastastals, private companies and statutory organizations including non
governmental organizations. The authors that attempted to link public relations
with rural development were not critical and exhaustive. This gap justifies this
research.
1.4
Objectives of the Study
The objectives of this study are, to:
14
1.
Review rural development and public relations activities and
programmes in Nigeria.
2. Indentify the role of public relations in rural development in Nigeria.
3. Determine the impact of public relations in rural development in Nigeria.
1.5
Scope and Limitation of the Study
This study is designed to cover the whole Nigeria as the issues of rural
development are both national and international. Hence, the background, statement
of the research problem, and the literature review were drawn from the experience
in Nigeria. But due to cost and time constraints, the field investigation will be
limited to selected government agencies, non governmental organizations and
private organizations located in Enugu state.
1.6 Research Questions
The following questions were posed some of which formed the bases for
formulating the hypotheses (for field data collection for this study). They are;
1. Does public relations play a role or roles in rural development in Nigeria?
2. Does the role or roles played by public relations in rural development in Nigeria
have impacts?
4. Are the roles played by public relations in rural development in Nigeria
effective?
4. Are there constraints to the smooth delivery of rural development programme?
1.7 Research Hypotheses
Hypotheses were formulated based on a number of the above questions. The
formulation was done with a view to providing answers to the questions above.
They were formulated with respect to;
(a) The roles of public relations in rural development in Nigeria
15
(b) The impact of public relations in rural development in Nigeria
(c) Effectiveness of public relations in rural development in Nigeria
(d) Constraints to the smooth delivery of rural development programme
The hypotheses H0 and the alternatives H1 are:
(1).
Ho Public relations plays a role or roles in rural development in Nigeria
H1. Public relations does not play a role or roles in rural development in
Nigeria
2.
Ho Public relations has impacts on rural development in Nigeria
H1 Public relations has no impacts on rural development in Nigeria
(3).
H0: Public relations is effective in your rural development efforts in Nigeria.
H1: Public relations is not effective in your rural development effeorts in
Nigeria
(4).
H0 There are constraints to smooth delivery of rural development programme
in Nigeria
H1There are no constraints to smooth delivery of rural development
programme in Nigeria
16
CHAPTER TWO
2
LITERATURE REVIEW
2.1
Definition of Related Concepts
2.1.1 Rural Development Definition
According to Olatubonsun, 1975; Anazodo, 1980; Ijere, 1991; Adetunji, 2006; Ibe,
2011; and Mbanasor et al. 2011 rural development is:
Development of the rural people in such a continuous manner as to enable them to
effectively and efficiently utilize their intellect, technology and other resources for
further development of both themselves and their resources. In another
development, it is the process of increasing the per capita income and the quality of
life of the rural dweller to enable him become the prime mover of his own destiny
Also, ca be defined as a strategy and process designed to transform the nation’s
rural life and landscape by ensuring progressive social, economic, cultural and
political improvements and thus improve the economic and social life of the rural
people. Linking rural development with poverty alleviation, it is a process through
which rural poverty is alleviated by sustained increases in productivity and income
of low income workers and household. And finally, Ibe, (2011) defined rural
development as development that benefits rural populations, where development is
understood as sustained improvement the populations standard of living or welfare
2.1.2 Public Relations
The Webster New International.( ) defined public relations as the promotion of
rapport and goodwill between a person, firm or institution and other persons,
especially public or community at large, through the distribution of interpretative
material, the development of neighbourly interchange and the assessment of public
reaction And as the degree of understanding and goodwill achieved between an
individual, organization or institution and the publics. It went ahead to define
17
public relations as the application of the techniques for achieving this relation and
as the art or science of developing reciprocal understanding and goodwill
According to Nwosu (2000), public relations is art and science of building and
sustaining a credible reputation for an organization or individual. Also, it is that
management function that identifies the needs, interest, wants and expectation of
the internal and external publics of the organization on the other hand, and then
works out a planned and systematic programme of action and communications
aimed at building mutual understanding, mutual respect, mutual recognition, peace
and harmony between the organization and its public to ensure mutual satisfaction,
greater productivity and improved work ethics (Nwosu, 2006).
The British Institute of Public Relations (BIPR) sees public relations as “a
deliberate, planned and sustained effort to establish and maintain mutual
understanding between an organization and its publics.
Frank Jefkins (1985), a celebrated British academic claims that public relations
consists of all forms of planned communication, outward and inward, between an
organization and its publics for the purpose of achieving specific objectives
concerning mutual understanding.
2.2. Some Government Policies and Sector Strategies on Rural Development
in Nigeria
In an effort to improve the welfare of rural dwellers in a sustainable manner, the
federal government developed a policy called National Policy on Integrated Rural
Development and Rural Development Sector Strategy.
The policy and sector
strategy are implemented with emphasis on the following priority areas (Bello,
2006).
a) Enhancement of Enabling Rural Infrastructure,
b) Promotion of Rural Productive Activities,
c) Supportive Human Resources Development.
18
d) Special Programme for Target Groups.
e) Improving the Welfare of Rural Dwellers.
2.3
The Rural Policy Objectives
The overall objectives of the National Policy on Rural development drawn from
the national objectives of developing the rural areas and raising the quality of life
of the rural people through involving them fully and actively in policies and
program aimed at alleviating rural poverty (FMARD, 2000).
Specifically, the objectives include; to:
a) Mobilize and empower the rural population to create wealth through
increased agricultural, industrial and other productive activities.
b) Promote the expansion of the productive base of the rural economy through
the creation and expansion of non-agricultural enterprise.
c) Provide rural support services needed to bring about increased production of
goods and services and provide access to extend services, inputs, credit and
marketing services.
d) Establish an integrated network of cottage and rural industrial, vocational
and trade skills, arts and crafts.
e) Improve the human resources and technological capacity of rural
communities through education, training extension and technical support
services that facilitates the adoption of relevant technology by rural
producers.
f) Promote the delivery of mass literacy in rural areas.
g) Promote the formation and proper management of producer cooperatives.
h) Strengthen rural organizational and institutional capacities for domestic and
autonomous development.
19
i) Develop the rural areas and raise the quality of life in rural communities
through the provision of rural feeder roads, potable water, sanitation, regular
power, good health, etc.
j) Establish grazing reserves for live-tock producers thereby reducing areas of
conflict between farmers and herdsmen.
k) Create a network of rural marketing and distribution infrastructure, promote
exchange of profitable marketing.
l) Provide strategic grains reserves so to promote stability of prices and income
to rural producers.
m) Facilitate the transformation of power and social relation at the community
level in order to create enabling environment for popular participation,
wealth creation and for distribution of benefit and
n) Conserve rural areas as the basis for daily living and key to sustainable
development with a view to enhancing the preservation of life of farmers
and preservation of natural resources for renewable use.
2.4
Priority Areas of the Policy and Sector Strategy of National Policy on
Integrated Rural Development
2.4.1
Enhancement of Enabling Rural Infrastructure
The priority areas are:
2.4.2
ü
Transport infrastructure
ü
Communication infrastructure
ü
Housing and environment
ü
Energy
ü
Water and Sanitation
Promotion of Rural Productive Activities
The priority areas are:
20
ü
Agriculture, fisheries, animal husbandry and forestry
ü
Mineral resources development
ü
Manufacturing and industry
ü
Marketing and distribution
ü
Finance
2.4.3
Supportive Human Resources Development
The priority areas are:
ü
Health and social development
ü
Education, technology and manpower development
ü
Research and extension
ü
Information and communication
2.44 Special Programme for the Targeted Group
The priority areas are:
2.5
ü
Women
ü
Youths
ü
Children
ü
The elderly and the retire d
ü
The handicapped
ü
Victims of emergencies and natural disasters
ü
Disadvantaged areas
ü
Border areas
Implementation Strategy
The following stakeholders were involved in rural development activities in
Nigeria, Namely:
ü
All tiers of government (Federal, State, and Local)
21
ü
Community organizations. These include; age grades, the youths,
market unions, town unions, etc.
ü
Non-governmental organizations e.g. churches, clubs, etc.
ü
Private sector enterprises
ü
External agencies
In order to realize the objectives, government of Nigeria had established
institutions charged with the execution of various aspects of the programmes.
These include: The Farm Settlement Scheme; Group and Community Farm,
Agricultural Development Programmes, the Operation Feed Nation, the National
Accelerated Food Production project, the River Basin Development Authority,
Directorate of Foods, Roads, and Rural Insfrastructure, National Directorate of
Employment, the National Directorate for Social Mobilization, Better Life for
Rural Women, Family Economic Advancement Programme, the Community
County Council, National Poverty Eradication Programme, Department of Rural
Development, Local Economic and Environment Management Programme, etc.
The formation, operations achievement, constraints etc of these institutions have
discussed by various authors (Ijere, 1991, Onwualu, etal. 2006).
2.6
Public Relations Functions in Relation to Rural Development Policy
Objective of the Government
In the words of Frank Jefkins, public relation is about creating understanding
through
knowledge and this always involves effective change (Jefkins,, 1998) The role of
public
relation in fostering development cannot be over emphasized. It helps to establish
relationship, maintain and sustain such between the organization (government or
non
22
governmental) and various publics.
1.
Information and Communication Functions
Public relations serve as veritable information and communication bridge
between the organization and its various internal and external publics including
rural dwellers.This is done through public enlightenment programmes such as
exhibitions, documentary film shows, workshops and seminars. For instance,
the Federal and various States Ministries of Agriculture and Rural Development
employ this strategy to mobilize and empower the rural population to create
wealth through increased agricultural, industrial and other productive activities.
This has helped to improve the human resources and technological capacity of
rural communities through education, training, extension and technical support
services that facilitated the adoption of relevant technology by rural producers.
2. Advisor or Counseling Functions of an Organization
Public relations, through research, advises government on the needs of the people.
They capture the needs and aspiration of the rural people which they inform the
government so that the project will be accepted and the people will be involved
from the onset till the project matures. In this regard, they advise management on
the importance of such issues as good performance, sensitivity to public interest
and related matters. They also advise other non-management groups e.g. trade
union leaders, when the need arises and when they have established their
credibility as truthful, credible and reliable managers or professional. By this
function public relations facilitates the transformation of power and social relation
at the community level in order to create enabling environment for popular
participation, wealth creation and for distribution ofbenefit. This function has led
to:
23
a) Development of the rural areas and raising of the quality of life in rural
communities through the provision of rural feeder roads, potable water,
sanitation, regular power, good health, etc.
b) Establishment of grazing reserves for live-tock producers in the north
thereby reducing areas of conflict between farmers and herdsmen.
c) Creation of a network of rural marketing and distribution of infrastructure,
promotion and exchange of profitable marketing.
d) Provision of strategic grains reserves to promote stability of prices and
income to rural producers. These grain reserves are located at Azare in
Bauchi state, Ohaukwu in Ebonyi state,
3.
Corporate Strategy, Policy Formulation and Corporate Image Building
and Sustenance
Public relations practitioners also perform this crucial role and that is why
they are sometimes called, image managers. In performing the above and other
functions, they often have to use communication media and have to work closely
with the media men. Hence, media relations and liason form one major function of
the public relations manager’s partitions and consultant. These functions are being
undertaken by National Orientation Agency, radio stations, public relations units in
private establishments and in state ministries, Federal Ministry of
Information,
etc. Cases in point are the radio and television jingles and news paper publications
by the above listed bodies to advise the general publics including rural dwellers
against certain happenings in country such as vandalism of oil pipelines and
electricity installations, kidnap, terrorism, etc. These activities are more prevalent
in the rural than urban areas. Even though some of the acts take place in urban
areas, the perpetrators finally run to rural areas to take refuge. It was in view of the
seriousness attached to this public relations function that a number of agencies of
24
the government and corporate organizations created public relations departments
headed by qualified public relations personnel. Such agencies are Raw Materials
Research and Development Council, Economic and Financial Crimes Commission
EFCC, Independent Corrupt Practices and Other Related Offences Commission
ICPC, The Nigerian Police, The Nigerian Army, Nigerian Breweries Plc., The
Nigerian Bottling Company Plc, etc.
4. Special Events
They are experts in organizing special events like annual general meeting
planned visits and others. This is why they are called events marketers, or events
merchants. In evenjt marketing, they perform the function of conceptualizing,
planning, executing and evaluation many special events for any organization or
client. This is a fast growing area in public relation and marketing consultancy
(Nwosu, 1995). In total development, this function has helped the government and
non govrtnmrntal organizations to facilitate the transformation of power and social
relation at the community level and thus create enabling environment for popular
participation, wealth creation and for distribution of benefits. It has also
strengthened rural organizational and institutional capacities for domestic and
autonomous development.
Cases in point are the roles played by the public
relations in World Bank assisted Community and Social Development Project, the
Fadama Programme, the Anambra State Integrated Development Strategy
(ANIDS), etc.
5.
Protocols
One other function of public relations is the protocol function. It is perhaps the
Most controversial of the public relations functions and is often misunderstood in
many rganizations. Protocol function includes planning and managing the
engagement of the chief executive officer (CEO) including booking courtesy calls
25
and similar appointments, as well as preparing the “manifest sheet” and timing the
engagement. This function does not have much application in the rural
development policy objectives of the governments, non governmental
organizations and corporate bodies.
6.
Community Relations
Community relation is another function of modern public relations which
includes rural dwellers. This involves ensuring that the organization and its staff
relate well to members of the community in which the organization exists. It also
involves building mutual understanding between the organization and its
community neighbours and also identifying with the joys and problems of the
community neighbours of any organization. The priority areas of the policy and
sector strategy of National Policy on Integrated Rural Development are,
enhancement of enabling rural infrastructure, promotion of rural productive
activities and supportive human resources development. And the priority areas are;
Transport infrastructure, communication infrastructure, housing and environment,
energy, water and sanitation, agriculture, fisheries, animal husbandry and forestry,
mineral resources development, manufacturing and industry and marketing and
distribution. The governments at all levels, non governmental and corporate
organizations have provided and have continued to provide the above amenities in
the rural areas in line with the provisions of the draft policy. The World Bank
assisted Community and Social. Development Project, International Institute for
Tropical Agriculture Ibadan, National
Root Crops Research Institute Umudike, the Department of Rural Development in
the Federal Ministry of Agriculture, the Raw Materials Research and Development
Council, the AMA Breweries at Amaeke Ngwo, etc have been involved in these
exercises providing social
amenities for the rural people especially the host community. One thing is to
26
provide these facilities and another thing is for the people to secure and utilize
them. The service providers have been educating the people on how to utilize and
safe guard the amenities.
7.
Corporate Social Reasonability (CRS)
Related to community relation function is the corporate social responsibility
(CRS) function of modern public relations. This involves advising management
and working with it to ensure that the organization is not only a responsible and
responsive “corporate citizen” but is seen to be so. It includes the involvement of
the organization in such things as environmental protection campaigns,
contribution to education, promoting entrepreneurship, promoting arts and culture,
contributing to rural and national development, finances, health and social
development education, technology and manpower development, research and
extension, information and communication.
These public relations functions are found in the mandates of Ministries of
Agriculture, Industries, Rural Development, Science and Technology, Women
Development, Health, Works and Housing, Environment, Urban Development, etc.
and their numerous parastatals.
2.7
Public Relation Models
The RACE Model
This is the most popular or most widely known and applied public relation model.
It is at the same time an explanatory model in that it tries to explain the public
relation process, as an applicatory model because it can be applied by public
relations practitioners as a practical model that can be used as guide in
systematically planning and executing public relations projects or programmes. In
the model R stands for Research, A stands for Action, C stand for Communication
and E stands for Evaluation.
27
Another model that is fast gaining wide acceptance and application is the transfer
process model propounded by Late Frank Jefkins (1985). It is a model which
entrains and shows how public relations can be used or applied to change hostility
among an organization’s target publics to sympathy, prejudice to acceptance,
apathy to interest, and ignorance to knowledge. It can be used or applied as a
guide in handling specific public relations problems or projects and can be used as
a guide or frame work for planning and executing the overall public relations
programmes of any organization or corporate entity.
The IPCM or Op-matrix model propounded by Marshop().
This is also a
theoretical model as well as an operational or applied model that can guide action
in public relations practice. The model which is also called operational matrix
highlights four major elements the public relations manager should pay adequate
attention to in carrying out his responsibilities or executing specific projects,
IPCM – I stands for information gathering, processing and application, P stands for
public affair management, C stands for communication management and M stands
for marketing. It is believed that his model’s strength lies in its attempt use to draw
the attention of the public relations officer to the central place which
communication and marketing practices occupy in his job. To succeed, therefore,
he needs to be a mini expert in communication and marketing. At least he should
be an expert in marketing communication, especially the more modern, utilitarian
and broad based form of it known as integrated marketing communication (Nwosu,
1995).
RICE MODEL – This model was propounded by Nwosu(2005). It deals with
tropical issue or environmental public relations or how public relations can be
applied in managing or controlling environmental issues and problems.
28
In the model, R stands for Research, I stands for Information, C stands for
Communication and E stands for Evaluation. RICE is more or less public
enlightenment or mass mobilization model of public relations.
2.8
The Ethics of Public Relations
Public relations ethics apply specifically to the way public relations practitioners
behave. Personal integrity thus becomes a part of the profession. The professional
public relations practitioner is expected to be qualified as a professional observing
same code of conduct as the profession does.
These codes Includes:
1.
A member has a general duty of fair dealing toward his client or employee,
his fellow members and the general public.
2.
A member shall conduct his professional life in accordance with the public
welfare.
3.
A member has the affirmative duty to adhering to generally accepted
standards of accuracy, truth and good taste.
4.
A member shall not represent conflicting or competing interest without the
express consent of those concerned.
5.
A member shall not engage in any practice which tends to corrupt the
integrity of channel of public communication.
6.
A member shall safeguard the confidence of his clients or employers without
prejudice to such clients or employers.
7.
A member shall not intentionally disseminate false or misleading
information.
8.
A member shall be prepared to identify to the public the source of any
communication for which he is responsible and on whose behalf the
communication is made.
9.
A member shall not make use of any individual, client or employer.
29
10.
A member shall not intentionally injure the professional reputation or
practice of another member. Any evidence of unethical, illegal or unfair
practices violating the code should be reported to the proper authorizes.
11.
A member shall not employ methods leading to the derogatory of other
member’s client or employer or of the products of business/services of client
or employer.
12.
In performing services for client, member shall not accept fee etc.
connection with services from anyone other his client or employer without
express consent of his client.
13.
A member shall as soon as possible sever his relation with any organization
when he knows or should know his continued employment would require
him to conduct himself contrary to the principles of the codes.
14.
A member shall not enough upon the professional employment of another
member.
15.
A member shall cooperate with fellow members in upholding and enforcing
the codes.
2. 9 Past Works Related to Rural Development and Public Relations
As pointed out on section 1.3 of this project, a number of researchers have carried
out studies on rural development and public relations. However, many of these
works were conducted on the two fields of study (rural development and public
relations) independently. That is, they did not link the two fields of study. A
number of these works have been reviewed. However, the works by Nwosu and
Uffioh, 2005 were able to relate environmental sanitation, an aspect of rural
development with public relations by identifying public relations as a veritable tool
for environmental management. They developed a model known as the RICEE
model which refers to research, information, communication, education and
30
communication. According to the authors, results of tests conducted on the model
using Chi- Square tests showed that the model is a veritable public relations
strategy for achieving environmental sanitation especially in the rural areas. The
most relevant document which linked public relations with rural development is
the draft National Policy on Rural Development released by the Federal
Government in 2001 (FMARD, 2001). In the policy, poor public relations was
blamed for low utilization of results of research and development by the rural
dwellers. It was also stated that marketing and distribution which were critical for
efficient functioning of the economy were deficient in the rural areas. It was
therefore recommended in the document that efforts would be directed towards
nationalizing unified extension and public relation services in the country. Also in
sections 3.3.4.1.8 and 3.3.4.1.8, it was stated that one of the policy areas would be
to collaborate with relevant agencies to enlighten the rural people on the
prevention of such deadly diseases as HIV/AIIDS, Malaria/Typhoid fever, Guineaworm infection, etc. and to provide information and education to rural population,
relationship between population growth, resource endowment and quality of life.
These goals are being implemented in the rural areas by the Department of Rural
Development of the Federal Ministry of Agriculture.
The National Poverty Eradication Programme (NAPEP, 2011) is operating a
scheme known as the Community Enlightenment and Sensitization Scheme. The
scheme is a collection of programmes that employs various media to take message
of modest public support for self help and active participation in poverty reduction
and wealth creation activities to rural communities. According to the document,
NAPEP is implementing the scheme through radio and television programmes,
information brochure, workshops/ seminars and mobile video units using the
public relations officers in the agency. Other schemes of the agency that use public
relations are; the Community Skills Development Centre for Conflict Prevention
31
and Management, skills acquisition centres, soccer competition, the Warm Heart
Campaign, the Niger Fund, etc.
Turyatangaq, 1996, in his research concluded that public relations managers must
help to tackle such rural problems as deforestation, soil erosion, over grazing,
poverty, drought and water supply, pollution of air, climate change, etc.
32
References
Adentunji, M.O. 2006. An Overview of the National Policy on Integrated Rural
Development and Its Implication on the Food Security of Nigeria. Paper
Presented at the Workshop on the Implementation of National Policy on
Integrated Rural Development. Held at Arewa House Kaduna, Kaduna State.
June 21- 22.
Anazodo, U. G. N. 1980. Agricultural Mechanization as a Catalyst for Rural
Development. Paper presented at the National Seminar on Achieving Even
Development in Nigeria. Economic Development Institute, University of
Nigeria, Enugu Campus. Pp1-14.
Bello, A. 2006. Opening Remarks at the Workshop on the Implementation of
National Policy on Integrated Rural Development held at Arewa House
Kaduna, Kaduna State. June 21- 22
FMARD, 2001. Federal Ministry of Agriculture and Rural Development. National
Policy on Integrated Rural Development. Abuja - Nigeria.
Frank, J. 1985. Marketing, Advertising and Public Relations Macmillan
Publications, London
Ibe, S. N. 2011. Nigerian Agriculture: Global Challengrs and Rural Development.
In Globalization and Rural Development inNigeria. Published by the
Extension Centre Michael Okpara University of Agriculture Umudike.
ISBN-978-910-010-1. Ike Nwachukwu and Ken Ekwe edited. Pp 24-37.
Ijere, M. O. 1991. The Challenges of Rural Development in Nigeria. Unpublished
Research Report, Centre for Rural Development and Co-operatives, Faculty
of Agriculture, University of Nigeria, Nsukka.
33
Mbanasor, J. A, Nwachukwu, I.N. and Egwu, W. E. 2011. Global Challengrs
and Rural Development in Nigeria: Agribusiness Bail out and Options. In
Globalization and Rural Development in Nigeria. Published by the
Extension Centre, Michael Okpara University of Agriculture Umudike.
ISBN-978-910-010-1. Ike Nwachukwu and Ken Ekwe edited. Pp 217 – 230.
NAPEP, 2011. National Poverty Eradication Programme Hand Bill (NAPEP in
Brief). Block C Fourth Floor. Shehu Shadari Way, Maitama Abuja, Nigeria.
Nwosu, I.E. 2006. Entrepreneural Public Relations Management. Enugu
Ogumola, O.T. 2006. Rural Development and Poverty Reduction in Nigeria:
Challenges and Prospects. Paper Presented at the Workshop on the
Implementation of National Policy on Integrated Rural Development at
Arewa House Kaduna, Kaduna State. June 21- 22.
Odigboh, E. U. and Onwualu, A.P. 1994. Mechanization of Agriculture in
Nigeria. A Critical Appraisal. Journal of Agricultural Technology, 2(2):1-58.
Olatunbosun, D. 1975. Nigeria’s Neglected Rural Majority Nigerian Institute for
Social and Economic Research (NISER). Oxford University Press, Ibadan
Nigeria.
Onwualu, A. P. Akubuo, C.O. and Ahaneku, I.E. 2006. Fundamentals of
Engineering for Agriculture. Immaculate Publications Limited. No. 2, Aku
Street, Ogui N/L Enugu.
34
CHAPTER THREE
3. RESEARCH METHODOLOGY
3.1
The Project Area
Nigeria is the most populous country in Africa with a population of 140,003,542.
The country is richly endowed with diverse natural resources which include a land
area of 924000km2 for agriculture, industry and mineral extraction including oil
and gas (FMARD, 2004). It is made up of 36 states and the federal capital
territory. The country is further divided into 6 geopolitical zones namely SouthEast, South-South, South-West, North-East, North-Central and North-West.
The field study will be limited to establishments (government and private), local
governments and communities in Enugu state of the South East Nigeria..
3.2 Research Methods and Material
The method adopted in this study is to conduct a field survey to obtain data and
information. The material for the survey is the questionnaire.
3.2.1 The Questionnaire
A questionnaire containing 15 questions grouped A – F was designed and used to
obtain necessary information relevant in this study.
3.2.3 Research Population
The research population includes all agencies (government, private, non
governmental) which are involved in rural development programmes, projects and
activities such as campaign for immunization, adult education,, etc. The benefiting
communities and individuals are also inclusive in the research population. etc.
3.2.4 Sample Population
Sixteen agencies (drawn from relevant government ministries, parastatals,
donor agencies, private prganizations, etc.), three local government areas and six
communities all located in Enugu state as listed below constituted the sample
population,. One local government area and two communities were drawn from
35
each of the senatorial zones in Enugu state. The agencies and local government
areas were interviewed as one entity. That is each completed one questionnaire. In
the communities, four persons who included the president general of the town
union and the public relations of the union were interviewed. The other two
persons were selected at random from the communities.
3.2.5 List of Respondents
A.
Ministries, Agencies and Parastatals
1. Federal Department of Rural Development, (FDRD)
2. National Directorate of Employment, (NDE)
3. Community and Social Development Programme CSDP (formerly LEEMP)
4. Ministry of Rural Development
5. Rural Electrification Board (REB)
6. Universal Basic Education Commission, (UBEC)
7. FADAMA Programme
8. Commercial Agricultural Development Programme, (CADP)
9. Agricultural Development Programme. (ADP)
10 Radio Nigeria
11 National Poverty Eradication Programme (NAPEP)
12 National Orientation Agency, (NOA)
13 Ministry of Health
14 United Nations Development Programme (UNDP)
16 United Nations International Development Organization (UNIDO)
B. Local Government
1 Nkanu East LGA, Enugu East Senatorial zone
2 Nsukka L G A, Enugu North Senatorial zone
3 Ezeagu L G A, Enugu West Senatorial zone
36
C. Benefiting Communities
1. Ohodo Igbo Etiti, L G A- Enugu North Senatorial zone
2. Ukpabi Uzo Uwani L. G A- Enugu North Senatorial zone
3. Nike Enugu East L.G A- Enugu East Senatorial zone
4 Akpugo Nkanu L.G A- Enugu East Senatorial zone
5. Egede Udi L. G. A. Enugu West Senatorial zone
6. Ihe Awgu L. G. A. Enugu West Senatorial zone
3.2.6 Administration of the Questionnaire
The questionnaire was administered on the agencies by the author. The interview
started in March and finished in May, 2012.
3.2.7 Data Analysis
Data from the field were analysed using percentage. The hypotheses was tested
using the Chi Square model computed from the formula
Chi Square (X2) = (O-E)2
E
Where O = Observed frequency, E = Expected frequency. The observed frequency
was computed from the number of positive answers (number of strongly agree plus
agree) to each question. The expected frequency was obtained by multiplying the
number of respondents by the probability of 50% chance of positive or negative
response. That a probability of 0.50. The test was conducted at 20 - 1 = 19 degrees
of freedom. The high degrees of freedom were due to a large scope which includes
the roles, impacts and effectiveness of public relations in rural development. Also
important are the constraints which were studied and included in the tests.
37
CHAPTER FOUR
4. PRESENTATION AND ANALYSIS OF DATA
4.1 The Role of Public Relations in Rural Development
Table 4.1 presents the responses from the communities, agencies and local
governments on the roles of public relations in rural development projects and
activities in the study area. The attributes considered are mobilization of the
citizens for community works, fund raising for execution of projects vigilante
(security), campaign for immunization, campaign for mass literacy, etc. From the
table, 15 out of 38 (39.47%) respondents strongly agree that Public relations helps
to identify the needs and interest of the ruralites, 18 out of 38 (47.36) agree while
05 out of 38 (13.15%) do not agree. Of the 13 attributes considered, Security of the
projects ranked highest as the role of public relations as 81.80% were strongly in
agreement and 18. 20 were in agreement to the attribute. All the agencies,
communities and local government accepted that security is one of their roles in
the rural area. The least role played by public relations in rural development is
convening meetings between the government or organization and its rural publics.
42. 86% of the respondents did not accept this role of public relations in their rural
development functions. A summary of the table shows that, of the 324 responses to
all the questions, 149 (45.99) strongly agreed to the attributes, 123 (37.98) agreed
and only 49 (15.13) did not agree.
38
S/
N
1
2
3
4
5
6
7
8
Table: 4.1. Roles of Public Relations in Rural Development
Attributes
Total No. of Number of Respondents in each
Response
Degree of Response
Strongly
Agree
Do not
Agree
Agree
Public relations plays a role or 34
16
10
8
role(s) in rural development in
Nigeria
Public relations helps to identify 38
15(39.47) 18(47.37)
05(13.15)
the needs and interest of the rural
publics
Public relations works out a
10(25.64)
planned and systematic
programme of action and
39
14(35.89)
15(38.47)
communication for mutual
understanding and recognition of
the government your organization
by the rural publics.
Public relations convenes
35
10 (28.57) 10(28.57)
15(42.86)
meetings between the government
or your organization and its rural
publics.
Public relations helps in the 37
30(81.80) 07(18.20)
0(00.00)
security of the projects in the rural
areas
Public relations serves as veritable 40
28(70.00) 10(25.00
02(05.00)
information and communication
bridge between the government or
organization and its rural publics.
Public relations advises the 40
17(42.50) 20(50.00)
03(7.50)
government or the organization on
the needs of the people
Public relations plans and manages 20
08(40.00) 10(50.00)
02(10.00)
the engagement of the chief
executive officer including
booking courtesy calls and similar
appointment as well as preparing
the “manifest sheet” and timing
the engagement.
39
9
Public relations helps the people to 37
raise fund for community
projects.
10 Public relations is a means of
mobilizing the citizens for
35
ommunity work.
Total
324
Percent score of the degree of
respondents to the attributes
Figures in parentheses are percent of total score.
17(45.96)
15(40.54)
05(13.50)
10(28.57)
23(67.71)
02(3.72)
149
45.99
123
37.98
49
15.13
4.2: Impacts of Public Relations in Rural Development
Table 4.2 shows the impact of public relations in rural development. Three
attributes were considered which include awareness creation on the projects,
persuasion of the people for the acceptability of the project and image building. A
total of 39 respondents were interviewed on awareness creation, 30 out of 39
(76.9%) strongly agreed that Public relations creates awareness of the rural
development project for rural people. 9 respondents representing (23.1) agree
while no one disagreed. On Public relations acceptability impact, 20 (57.1%) of
respondents strongly agreed, 14 (40%) agreed while 01(2.9%) did not agree. Also,
on Public relations impact of image building, 13 out of 35 respondents (37.1%)
strongly agreed, 20(57.1%) agreed but 14 (40%) of the respondents disagreed.
Table 4.2: Impacts of Public Relations in Rural Development
S/
Attributes
Total No of Number and Degree of Response
N
Responden for the Attributes
ts
Strongly
Agree
Do not
Agree
Agree
1 Public relations has impacts
35
10
16
09
on rural development in
Nigeria
2
Public relations increased
awareness of the people in
39
30(76.93)
09(23.07)
00(0.00)
40
3
4
your rural development
efforts
Increased acceptability of
rural development activities
of the government/
organization
Helped in building the
image of this
government/organization/co
mmunity before the rural
publics
Total
Percent score of the
degrees of respondents for
the attributes
35
20(57.14)
14(40)
01(2.86)
35
13(37.14)
20(57.14)
02(5.72)
109
63
57.80
43
39.45
03
2.75
4.3: Effectiveness of Public Relations in Rural Development
Table 4.3 below, shows that 21(55.3%) respondents strongly agree is effective in
rural development, 16(42.1%) agree while 01(2.6%) do not agree.
Table 4.3: Effectiveness of Public Relations in Rural Development
S/
Total No of
No and Degree of Response
N
Attributes
Respondents for the Attribute
Strongly
Agree
Do not
Agree
Agree
1
Public relations is effective
38
21
16
01
in your rural development
efforts.
Total
38
21
16
01
Percent score of the
55.26
42.11
2.63
degrees of respondents for
the attributes
4.4. Constraints to Public Relations Activities/Programms
Table 4.4 discusses the constraints to Public relations activities/programes. On non
acceptability index, 02(5.4%) out of 37 strongly agree, 03(8.1%) agree while
41
86.5%) do not agree that non acceptability of the project is a constraint to rural
development On low awareness index of the people, 27(73%) out 37 strongly
agreed, 09(24.3%) agreed and 01(2.7) did not agree.
Table: 4.4. Constraints to Public Relations Activities/Programms
S/
Attributes
Total No of Number of Respondents
N
Responden for the Attributes
ts
Strongly
Agree
Agree
1 There are constraints to
37
20
10
smooth delivery of rural
development programme in
Nigeria
2 Non acceptability of the
37
02(5.40)
03(8.12)
project
3 Low awareness index of the
37
27(72.96)
09(24.34)
people
4 High insecurity of the
38
25(65.79)
10(26.63)
project
5 Lack of logistics support
29
19(65.72)
07(24.14)
6 Poor road network for
37
36(97.28)
00(0.00)
public relations activities
7 Poor funding of the
38
29(78.95)
06(15.79)
project/activities
8 Lack of accountability
36
30(83.33)
06(16.67)
Total
252
168
38
Percent score of the
66.67
15.05
degrees of respondents
and Level
Do
not
Agree
04
32(86.48)
01(2.70)
03(7.58)
03(10.34)
01(2.72)
02(5.26)
00(0,00)
41
16.27
4.5. Rural Development Programme/ Projects/ Activities According to
Participation by Communities and Service Providers
Table 4.5 presents the rural development progtammes/projects according to
participation by communities (end users) and service providers. From the table,
vigilant/security topped the list as all the respondents to the question gave a
42
positive answer to the question. This was followed by agriculture with a positive
score of 90.91%. The list score is recorded by HIV/AIDS awareness campaign
with a score of 37.84%
Table: 4.5. Rural Development Programme/ Projects/ Activities According to
Participation by Communities and Service Providers
Response
S/ Project/ Activities
Total No of
N
Respondents
Yes
No
% Yes
Rank
1
Road rehabilitation
34
14
20
41.18
11
2
Health centre
33
25
08
75.75
5
3
Vigilant/security
35
35
0
100
1
4
School
28
24
04
85.71
3
5
Rural electrification
37
19
18
51.35
8
6
Campaign for
immunization
25
10
15
40.00
12
7
Campaign for mass
literacy
39
19
20
51.28
9
8
Market
40
21
19
52.50
7
9
Agriculture
33
30
03
90.91
2
10
Sanitation
35
27
08
77.14
4
11
HIV/AIDS awareness
campaign
37
14
21
37.84
13
12
Water supply
29
21
08
72.41
6
13
Rural transportation
31
15
16
48.39
10
Total
436
274
162
62.8.
43
4. 6
Tests of Hypotheses
Data on tables 4.1, 4.2 and 4.3 were subjected to further statistical analysis using
the Chi Square test based on the four hypotheses formulated earlier (Section 1.7).
On each of the table, the only attributes which are directly concerned with the
hypothesis are tested. That is, questions on the roles, impacts, effectiveness and
constraints. These attributes are the number one attributes in the tables. The results
of the tests are presented bellow.
Test of Hypothesis 1
The observed frequency is 26 and expected frequency is 17. The calculated Chi
Square (X2 cal) is 4.76 and the table value (X2 table) is 30.1. Since the X2 cal is less
than the X2 table, we accept the null hypothesis (Ho) and reject the alternative (H1).
We therefore conclude that public relations plays a role or roles in rural
development in
Nigeria
Test of Hypothesis 2
The observed frequency is 26 and expected frequency is 18. The calculated Chi
Square (X2 cal) is 3.56 and the table value (X2 table) is 30.1. Since the X2 cal is less
than the X2 table, we accept the null hypothesis (Ho) and reject the alternative (H1).
We therefore conclude that public relations has impacts on rural development in
Nigeria.
Test of Hypothesis 3
The observed frequency is 34 and expected frequency is 19.5. The calculated Chi
Square is 8.53 and the table value (X2 table) is 30.1. Since the X2 cal is less than the
X2
table,
we accept the null hypothesis (Ho) and reject the alternative (H1). We
therefore conclude that public relations is effective in rural development in Nigeria
Test of Hypothesis 4
The observed frequency is 30 and expected frequency is 18.5. The calculated Chi
Square is 7.15 and the table value (X2 table) is 30.1. Since the X2 cal is less than the
44
X2
table,
we accept the null hypothesis (Ho) and reject the alternative (H1). We
therefore conclude that there are constraints to smooth delivery of rural
development programmes in Nigeria
45
CHAPTER FIVE
5.
5.1
CONCLUSIONS AND RECOMMENDATIONS
Conclusions
The following conclusions are drawn from the study.
1
Governments, private organization, and communities are highly involved in
rural
development activities in Nigeria
.
2
Rural development programmes, projects and activities being undertaken in
Nigeria include roads rehabilitation, market construction, schools
rehabilitation, rural electrification, campaign for immunization, campaign
for mass literacy, sanitation, rural water supply, etc
Public relations plays roles in rural development in Nigeria. These roles
include; identification of the needs and interest of the rural publics, helping
to work out a planned and systematic programme of action and
communication for mutual understanding and recognition of the
organization by the rural publics, the security of the projects in the rural
areas, mobilizing the citizens for community work, etc
3
Public relations has registered some impacts on rural development drives/
activities in Nigeria. These include increased awareness of the rural people
and acceptability of rural development activities of the government/
organization by the rural people and in building the image of this
government/organization/community before the rural publics.
4
Public relations is effective in rural development in Nigeria
5
There are constraints which limit smooth delivery of rural development
prormmes in Nigeria. These are identified as; lack of logistics support, high
insecurity of the projects, poor road network, poor funding and lack of
accountability. Non acceptability is not a constraint to rural development
programmes and activities,
7
Awareness indices of the people on rural development activities and
programmes are low.
46
8.
Rural development is a vital sector which can transform the rural areas,
improve the live and well being of the rural dwellers and reduce rural to
urban migration
5.2 Recommendations
Based on my findings in the course of this research, the following
recommendations are made.
1. There should be a separate ministry for rural development at State and
Federal levels. The ministry will execute and coordinate all rural
development programmes, project and activities in the country.
2. There should be a separate department for public relations in all ministries at
State and Federal levels and in Local Government Areas in the country.
3. Government and corporate organizations that already established
departments for public relations should expand and adequately fund the
units/ department in the establishments to cover public enlightenment of
their activities in the rural areas.
4. Government and organizations that are involved in rural development
programmes, project and activities in the country should mount campaign to
increase the awareness indices of the rural dwellers on rural development
programmes, project and activities in their areas.
References
FMARD, 2004. Federal Ministry of Agriculture and Rural Development Rural
Development Sector Strategy; Main Report 2nd Edition. Fest Faze Publishers
Ltd, Lagos. Pg 1.
47
APPENDIX I
QUESTIONNAIRE ON THE ROLE AND IMPACT OF PUBLIC
RELATIONS
IN RURAL DEVELOPMENT IN NIGERIA
A. Background Information
1. Name of Organization/Local/Government/Community………………………
2. Address………………………………………………………………….
3. Year of Establishment………………………………………………….
4. Ownership Status (i) Government (ii) Private (iii) NGO
Tick (R
B. Rural Development Programme/ Projects/ Activities
1. Do you have department of Public Relations in this establishment? Yes/No
2. Do you have a Public Relations Officer? Yes/No
3. What is the highest academic qualification of the Public Relations Officer? (i)
Ph. D (ii) M.A/ B. Sc (iii) HND (iv) ND (v) NCE R
4. Others…………………………
5. State the professional associations to which the PRO belongs e. g NUJ, NIPR,
NAWOJ, etc.
6. State course of study/ specialization in respect of (3) above
7. Are you or have you been engaged in any rural development project/ activity?
8. Which of the following programmes/projects/ activities are/ were you or your
community involved in?
(i) Water (ii) Electricity (iii) Health center (iv) School rehabilitation
(v) Market Construction (vi) Sanitation (vii) Agriculture (viii) Road rehabilitation.
(ix) HIV/AIDS Awareness (x) Campaign for Immunization
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(xi). Security/ Vigilante (xii) Mass Literacy
(xiii) Youth Empowerment
Others………………………………………………………….
C. The Role of Public Relations in Rural Development
1. Public relations plays roles in your rural development activities? (a) Strongly
agree (b) Agree (c) Do not agree Tick R
2. What roles has public relations played in your efforts to achieve rural
development goals?
(i) Helps to identify the needs and interest of the rural publics (a) Strongly agree
(b) Agree (c) Do not agree Tick R
(ii) Works out a planned and systematic programme of action and communication
for mutual understanding and recognition of the organization by the rural publics
(a) Strongly agree (b) Agree (c) Do not agree Tick R
(iii). Convener for meetings between the government or organization and its rural
publics. (a) Strongly agree (b) Agree (c) Do not agree Tick
(iv). Helps in the security of the projects in the rural areas (a) Strongly agree (b)
Agree (c) Do not agree Tick R
(vi). Serves as veritable information and communication bridge between the
government or organization and its rural publics. (a) Strongly agree (b) Agree (c)
Do not agree Tick R
(v). Advises the government or the organization on the needs of the
people. (a) Strongly agree (b) Agree (c) Do not agree Tick R
(vi). Plans and manages the engagement of the chief executive officer
(CEO) including booking courtesy calls and similar appointments, as well
as preparing the “manifest sheet” and timing the engagement. (a) Strongly agree
(b) Agree (c) Do not agree Tick R
Others (Specify)………………………………………………………………
……………………………………………………………….
D. Impacts of Public Relations on Rural Development
1. Public relations has impact on your rural development activities. (a) Strongly
agree (b) Agree (c) Do not agree Tick R
2. What impacts does/did public relations make in your rural development efforts?
49
(i) Increased awareness of the people in your rural development efforts
Strongly agree (b) Agree (c) Do not agree Tick R
(a)
(ii) Increased acceptability of rural development activities of the organization (a)
Strongly agree (b) Agree (c) Do not agree Tick R
(iii) Helped in building the image of the organization before the rural publics (a)
Strongly agree (b) Agree (c) Do not agree Tick R
Others (Specify)…… …………………………………………………………
E. Effectiveness of Public Relations in Rural Development
i Public relations has been effective in your rural development efforts.
(a) Strongly agree
(b) Agree
(c) Do not agree
Tick R
F. Constraints
1 There are constrains to your smooth delivery of rural development (a) Strongly
agree (b) Agree (c) Do not agree Tick R
2. Which of the following are the constraints to your smooth delivery?
(i) Non acceptability of the project (a) Strongly agree (b) Agree (c) Do not agree
Tick R
(ii) Low awareness index of the people (a) Strongly agree (b) Agree (c) Do not
agree Tick R
(iii) High insecurity of the project (a) Strongly agree (b) Agree (c) Do not agree
Tick R
(iv). Lack of logistics support (a) Strongly agree (b) Agree (c) Do not agree Tick
R
(v). Poor road network for public relations activities (a) Strongly agree (b) Agree
(c) Do not
agree Tick R
(vi). Poor funding of the project/activities (a) Strongly agree (b) Agree (c) Do not
agree Tick R
Others (Specify)………………………………………………
G Any other information
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(i) . .…………………………………………………..
(ii) .…………………………………………………….
(iii) . ………………………………………………….
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APPENDICEX II
Fig 1: A bulldozer clearing site for a proposed rural market at Ogboli, Awgu
Local Government Area
Fig. 2: Youths clearing in a Community Development Work
Fig 3: A maize farm at Ako Nike in Enugu East Local Government Area
established
by the Commercial Agricultural Development Programme (World Bank
Assisted)
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Fig. 4: Tractor imported by the Federal Government for Foood Security
Fig. 5: Impounded raw water at Ajali Owa for rural water supply in Enugu
state
Fig. 6: Abattoir sludge at Lokpanta cattle market, Abia state
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Fig. 7: Okupje-Anuka rural road, Nsukka Local Government Area
rehabilitated by Community and Social Development Project, Enugu state
(World Bank Assisted)
Fig. 8: Water storage reservoir for Ibagwa Ani rural water scheme,
Nsukka LGA
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