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
- Covenant Polytechnic, Aba, Abia State 1
- Covenant University, Canaan Land, Ota, Ogun State 4
- Crawford University of Apostolic Faith Mission Faith City, Igbesa, Ogun State 2
- Crescent University, Abeokuta, Ogun State 1
- Cross Rivers University of Technology, Calabar, Cross Rivers State 142
- Delta State Polytechnic, Ogwashi-Uku, Delta State 11
- Delta State Polytechnic, Otefe, Delta State 13
- Delta State University, Abraka, Delta State 139
- Ebonyi State University, Abakaliki, Ebonyi State 17
- Edo University, Iyamho, Edo State 10