CHAPTER ONE

1.2                                           INTRODUCTION

1.1            BACKGROUND OF THE STUDY

Due to technological advancement we are increasingly bombarded with communications of many differing forms as we go about our daily lives. Information is presented in communications ranging from advertisements to news stories and from music to public service announcements. The chief mechanism for the spread of this information is the collection of communicative tools known as the mass media. Be it through television, radio, print or new media such as the Internet and mobile telephones, this is how we learn about the world (Ochieng, 2015).

This means the mass media play a central role in the shaping of ideas, attitudes, beliefs, opinions and behaviour. Because of the infinite amount of events and information in the world, past, present and future, we rely on the media to convey what is important. In doing so we often assume that the information in the media is truthful, balanced and will lead to opinions and behaviours in the best interests of society. But this can be a dangerous assumption. When information in the media is manipulated by those with vested interests the well of public discourse is poisoned. This has serious ramifications for the functioning of democratic society. For it is upon the open and equal access to truthful information that the public decision-making of democracy is based (Ochieng, 2015).

This is where genuine and ethical professional public relations practitioners come in. They play a critical role in information management that also includes opinion polling, advertising and mass marketing. They work out of the public view for the interests of the public, government and business.

Public affairs forms one of the specialized functions of public relations that is key in promoting development in the society. Dealing and communicating with government and groups with regard to societal (public) policies, action and legislation. Unlike government relations, where the practitioner works strictly on behalf of an organization, public affairs also is concerned with the effect of public policies, actions and legislation on its publics.

It therefore ensures that the issues that affect the public are adequately identified and dealt with in an amicable manner to the satisfaction of all the parties that are involved. Through carefully crafted strategies by communication and public relations experts, the public opinion is sought and taken into consideration when government is formulating policies, making laws, implementing programmes etc. This ensures and enhances active participation by all the stakeholders in the development of the society; hence the society witnesses not only uniform but also collective growth.

Chambers (2010) describes Effective Communication for Rural Development as communication characterized by community participation where in community members are empowered with information and are part of the identification of their needs, challenges, intervention plans, implementation thereof, monitoring and evaluation in an environment conducive for them to take issues of their own development into their own hands by becoming active participants and owners of the whole process. This means that members of the community are persuaded to take matters of their development into their own hands. They also are made to be accountable to existing developmental initiative.

Effective communication involves situation analysis and communication research which is regarded as a key in document called Guidance on Communication for Rural Development (2009). It is through communication that community members will be made to take part in initiatives that improve their lives through self-actualization.

1.2     STATEMENT OF THE PROBLEM

The neglect of the rural areas and the inhabitants which are the main sources of income for both the government and individuals is associated with a number of problems. These problems are: · Collapse of existing infrastructure · Mass movement of people from the rural to urban area in search of white collar jobs · Over population of the urban areas · Increased crime and starvation in both sectors (urban and rural) · Rancor and hatred between the rural people on one hand, and government and corporate organizations on the other hand. More often than not, the situation degenerates into loss of lives and property. A case in point is the militancy in the Niger Delta. Recently there was demonstration by the indegenes at Eleme Petro-Chemical Industries, Rivers state over non provision of amenities to the community by the industries, Similar cases are being reported in quarrying sites at Ishiagu Ebony state and Lokpanta in Abia state. Also at Umudike the operational base of National Roots Crops Research Institute there has been reported cases of quarrels between the indigenes and the management of the institute. The case between oil companies in the Niger Delta and the host communities is no longer news. It is also being rumored that the bombings in the northern part of the country were remotely 14 caused by long time neglect of the rural people. While accepting that the neglect of the rural areas is contributory to a number of these problems, it is also strongly believed that the situation could be managed to reduce, if not removing it by nipping it in the bud. This could be achieved by establishing and operating a good public relations network by both the government and corporate organizations. However, the government and corporate organizations have made some efforts aimed at addressing these problems to an extent. Some of these efforts include establishment of such agencies as Department or Ministry of Rural Development, National Orientation Agency, radio stations, public relations units in government and private establishments, etc.

1.3     RESEARCH QUESTION

1.     What are rural development programs, and public relations activities are organized in Nigeria

2.     What is the role of public relations in rural development in Nigeria?

3.     What is the impact of public relations in rural development in Nigeria?

1.4       AIMS AND OBJECTIVE OF STUDY

The aim of this studies is to critically study the impact of government public relation programmes in developing rural areas. The objectives are:

1.     Review rural development and public relations activities and programs in Nigeria.

2.     Identify the role of public relations in rural development in Nigeria.

3.     Determine the impact of public relations in rural development in Nigeria.

1.5     RESEARCH HYPOTHESES

Ho: there is no significance impact of public relations on rural development in Nigeria.

Hi: there is significance impact of public relations on rural development in Nigeria.

1.6    SCOPE OF THE STUDY

The idea of the research work is to study the impact of government public relation programmes in developing rural areas in Nigeria. This research work is limited to the evaluation of public relation programmes by the Nigerian government using some selected local governments in Osun state as a case study. The existing communication approach between the government and rural areas will also be examined so as to be able to achieve the research objectives.

1.7     SIGNIFICANCE   OF   THE    STUDY