As others see us

Please cite this article in press as: Olatunji, R.W.As others see us: Differing perceptions of public relations in Nigeria among

practitioners and the general public. Public Relations Review (2014), http://dx.doi.org/10.1016/j.pubrev.2014.02.007

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Public Relations Review

As others see us: Differing perceptions of public relations in

Nigeria among practitioners and the general public

Rotimi Williams Olatunji ∗,1

Department of Mass Communication, College of Information Communication Technology, Kwara State University, Malete, Nigeria

a r t i c l e i n f o

Article history:

Received 6 December 2013

Received in revised form 6 February 2014

Accepted 10 February 2014

Keywords:

Public relations

Perception

Image

Credibility

Professionals

General public

a b s t r a c t

This study investigates the extent to which there exists a relationship between the percep￾tion of professionals and members of the general public regarding image of public relations

(PR) profession in Nigeria. Four operational hypotheses were tested using Chi-square cross

tabulation. The result shows thatmembers ofthe general public and professionals perceived

PR messages as credible. However, members ofthe general public, unlike professionals, per￾ceived the loyalty of PR professionals to be more on the side of employers and clients; the

role of PR was perceived as basically oriented towards media relations; and PR profession

was perceived more as a tool for repairing damaged organisational image. Appropriate

recommendations are offered.

© 2014 Published by Elsevier Inc.

1. Introduction

Formal practice of public relations (PR) began in Nigeria with its use by the British colonial administration (1914–1960)

as a tool for mobilising the subjugated people to accepting imposed draconian colonial policies and taxes (Daramola, 2003).

He says “The ruthless pursuance of such tasks made the people dissatisfied and suspicious of the intentions of the alien

power”; colonialism was regarded as “a crude or primitive form of PR practice” (p. 67). The negative perception of the image

of PR in Nigeria might also not be unconnected with its use as a tool of propaganda by corrupt politicians during the First

Democratic Republic (1960–1966); and the use of PR as a psychological weapon by both the Biafra Secessionist Army and

the Nigerian Army during the nation’s civil war (1967–1970) (Otunbanjo, n.d.). The public communications of each of the

parties were one-sided, and propagandist in nature.

The role of leading PR professionals in support of military dictatorships in Nigeria tended to have impacted negatively

on the image of the profession. For instance, while Chief Alex Akinyele openly associated with General Ibrahim Babangida’s

military regime, Chief Arthur Nzeribe and Chief Uche Chukwumerije, now a Senator ofthe Federal Republic of Nigeria, openly

canvassed support for the inglorious General San Abacha’s regime. General Babangida annulled the Presidential election of

June 12, 1993, perceived to have been won by the Late M.K.O Abiola. Chief Akinyele, past President of NIPR (1984–1988),

later served as Federal Minister of Information under General Babangida. Press Club of Nigeria (PCN) during the colonial

∗ Tel.: ++234 8034716840.

E-mail addresses: [email protected], [email protected]

1 Permanent Institutional Address: Lagos State University, School of Communication, Department of Public Relations and Advertising, 21 Olufemi Street,

Off Ojuelegba Road, Surulere, Lagos, Nigeria.

http://dx.doi.org/10.1016/j.pubrev.2014.02.007

0363-8111/© 2014Publishedby Elsevier Inc.