Conclusion

besieged by myriad of challenges, some from within and others from the environment. Some of them are outlined below:

1. Effects of its negative application during the World War II

The nefarious, malicious and sinister manner the profession was used during the World War II still haunts it. Till date, a number of people cannot be convinced and corrected the misrepresentation and misconception trade mark it was given then due to the high level of its misapplication. Indeed, from all indications, it will take concerted and strategic measures, as well as time to erase the created negative image.

2. Attitude of Some Organisational Managements

Managements of some corporate organisations seek the services of public relations only during emergencies. To them, it is a means of “damage control in a fire brigade approach,” Aliede (2005:135). Nweke (2001:43) echoes this. To managements, it is used “…to dispose of its heaps of garbage of numerous atrocities. But as soon as sanity is restored, the practitioner is relegated to the background and eternally forgotten.” Such misuse and basterdisation is most noticeable in the Nigerian local government system and the need to reverse the ugly trend, is not only very urgent, but also herculean.

3. Inadequate Manpower and Professional Background

There is gross inadequacy of manpower in the field. This is not surprising as unlike its related disciplines, every organisation, government and individuals require the services of public relations practitioners and yet what is available is not enough.

Still, some of the existing practitioners lack the needed professional attributes. In absence of these, inaction to ethical values, they are in the field to sustain their meal tickets. They have no image, reputation, integrity or profession to protect.

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4. Poor Remuneration

Most practitioners are poorly paid. This could lead to frustration and engagement in unethical practices, like acceptance of brown envelopes and other gratifications.

5. Dumping Ground for Never-Do-Wells

People who have failed in other areas easily see public relations as a suitable alternative. If only they can afford coat and briefcase, they parade themselves public relations practitioners. This class has nothing to offer as they lack the calling, skills, expertise, training, experience and rather will constitute danger and liability to the industry.

6. Nigeria’s Corrupt Society

The issue of corruption in Nigeria is no more news, just as it incalculable damage is no more an issue in public debate. At the same time, public relations practitioners are still part of the segments of the society. Some of them, therefore, join the bandwagon, unable to resist the cankerworm, thereby soiling their hands and tarnishing the image of the profession.

7. Poorly Positioned Regulatory Authority

The regulatory agency, NIPR, was a military creation. As a result, a number of loopholes exist which constitute hurdles to the attainment of Institute’s statutory objectives. The prevailing weak legislative framework is easily circumvented by nefarious practitioners who have no interest of the profession at heart.

Besides, the agency lacks sufficient institutional mechanism and regulatory and context enforcement instruments with which to effectively police practitioners in the country, notes Aliede (2005: 137).

8. Dearth of Data

There is little or no relevant statistics, facts, figures, and data on most areas of need, like demography, psychograph, sociological and market data and information. These are musts for smooth operations in public relations units and department. Their absence jeopardises meaningful practice of public relations, anytime, anywhere.

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9. Improper Recognition of Practitioners

In some corporate organisations, practitioners are not allowed to operate from the right place: the management cadre. When this is the case, they merely act as errand boys, receiving second hand management decisions.

They must operate from the top, so as to be in the proper position to make contributions and also advice management on its ethical and social responsibility.

4.0 CONCLUSION

Notwithstanding its steady progress since inception in the country, public relations has been encountering some challenges. Some of the gains came from governments’, organisations’, and individuals’ unquenchable desire for information and communication, especially in organised manner, others are the uncontrollably way science and technology have flooded information and communication technologies, which are today major boosts to the practice of public relations and other related disciplines like advertising.

Contrarily, challenges facing the profession come from within and externally. These are numerous, including institutional ones which seriously affect the effective control and regulation of the industry. Urgent solutions must be found in order to ameliorate their ugly implications.

5.0 SUMMARY

Every student of public relations must see himself/herself as a solution to the multiplicity of challenges facing the profession. It is the expectation that after proper and effective education and continues training and retraining, you as a potential practitioner, will in no small way impact on the field.

That way, you will assist in providing solutions to these prevailing problems, thereby revising the fortunes of the industry. This must be at the back of your mind as you go through this and other courses preparing you to practice in this noble field.

SELF-ASSESSMENT EXERCISE

What is the nature of the problems facing the practice of public relations in the country?

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6.0 TUTOR-MARKED ASSIGNMENT

1. Name and explain five of the problems facing the practice of public relations in Nigeria.

2. Why has the Nigerian Institute of Public Relations been unable to successfully tackle these challenges?

7.0 REFERENCES/FURTHER READING

Aliede, J. E. (2005). “Repositioning the Public Relations Personnel for Reputable Practice”. In: Nwosu, I.E. , J.E. Aliede & I. Nsude. (Eds).

Mass Communication: One Course, Many Professions. Enugu:

Prime Targets Ltd.

Nweke, Okechukwu. (2001). Public Relations Practice: Concepts and Strategies. Enugu: Hamson Publishers.

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MODULE 2 ORGANISATIONAL STRUCTURE AND