Origin, Definition and Guidelines for the Practice of Public Relations in Nigeria

Abstract

Public relations is the act of reputation building and it is as old as man. The real meaning of public relations (the relationship between organisations and the public) and the promotion of public relations as a profession and career were not very clear until the recent past when public relations practice, programmes and activities were considered as powerful tools for coordinating human and business image (Achison, 2005). Public relations is generally believed to influence public opinion or attitudes in such a positive direction, as it ensures goodwill, understanding and acceptance. The main purpose of public relations, therefore, is to establish and maintain a two-way communication in order to continuously ensure understanding, or resolve conflicts eel' interests between individuals, institutions, organisations and its public. According to Achison (ibid.) public relations is alien used in the following senses: i. relationship with individuals or groups, which comprises an organisation's publics; ways and means used to achieve favourable relationship with any of the sub-publics; or iii. the quality of an institution's relationship with its publics. However, there are general misconceptions about what public relations is or is not. People who have these misconceptions include directors ofcompanies, the general public, and students of mass communication. These people, according to Ajala (1993:7-8) often regard public relations as: • publicity given to political aspirants, business executives, military leaders; and others; • a series of free meals and gifts for journalists, prospective supporters, clients and others; • a simple means of gaining media coverage; • a collection of publicity-seeking events; • a means of covering-up for mistakes; and a mechanism for personal empire-building. The concept, public relations is often confused with other fields of life. It is often confused with marketing, advertising, publicity, product promotion and propaganda. Advertising is concerned with the sale of products and services through the commercial media. This actually could be part of public relations, but it is not what public relations is all about. Marketing and product promotion arc to enhance the distribution and sales of products and services. Publicity on the other hand, is a vital tool in public relations and provides information about an organisation or a body. It is not a term that is, however, synonymous with public relations. Markcting, product promotion and publicity are also not alternative terms for public relations except that they are related.