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
impact public relationson organisational imageandidentity astudyofafrica independent television lagos
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