The Impact of Public Relationson Organisational Imageandidentity: Astudyofafrica Independent Television (ait) Lagos.
Student: Precious Onyinyechi Uduma (Project, 2025)
Department of Mass Communication
University of Nigeria, Nsukka, Enugu State
Abstract
PublicRelation(PR)isanimportantsubsystemofanorganisationandeffectivepracticeofPRisintegrallyboundtothesuccessofaMassMedia.Assuch,itprovidestherevenuefortheorganisationtoeffectivelymonitor,interactandreactwithotherkeygroupswithintheorganisationalenvironment.Thisstudy,therefore,seekstoinvestigatetheimpactofpublicrelationonAfricaIndependentTelevision’s(AIT)imageandidentitywhichiscrucialinNigeria,wherebusinesses,governmentagenciesandpeopleallrelyonsuccessfulstakeholdercommunication.Thisstudywasconductedusingquestionnairestoelicitresponsefromstaffoftheorganisation.Thequestionnairesweredistributedtoasamplesizeof75ofthe250staffstrength.72respondentsreturnedthecompletedquestionnairerepresenting96%compliance.Fromthedatageneratedthroughstructuredquestionnaire,itrevealedthatPRisanimportantingredientinorganisationalimageanditsresultantgrowthandexistence.Practicehasprovedthattheimageofanyorganisationhasapatrimonialvalueanditissometimesessentialinraisingtheircredibility.AITpublicrelationhascontributedimmenselytoitsimageandidentity.PRrepresentsanimportantpromotionandcommunicationinstrument,havingasignificantpotentialinraisingpublicawareness.
Keywords
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Institutions
- Federal University of Technology, Minna, Niger State 47
- Federal University of Technology, Owerri, Imo State 95
- Federal University Oye-Ekiti, Ekiti State 41
- Federal University, Birnin-Kebbi, Kebbi State 37
- Federal University, Dutse, Jigawa State 6
- Federal University, Dutsin-Ma, Katsina State 63
- Federal University, Gashua, Yobe State 3
- Federal University, Gusau, Zamfara State 14
- Federal University, Kashere, Gombe State 1
- Federal University, Lafia, Nasarawa State 6