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THE EFFECTIVENESS OF PUBLICATIONS DEPARTMENT IN GOVERNMENT ESTABLISHMENTS UNIVERSITY OF NIGERIA TEACHING HOSPITAL AS A CASE STUDY

 

TABLE OF CONTENTS

CHAPTER ONE

INTRODUCTION

1. Background   of study
2. Statement of problem
3. Objectives of study
4. Significant of the study
5. Research question
6. Research hypothesis
7. Definition of term
8. Assumptions
9. Limitation of the study

REFERENCES

 

CHAPTER TWO

1.  REVIEW OF LITERATURE

CHAPTER THREE

 

1. Research method
2. Research  sample
3. Data collection
4.  method of data analysis 

REFERENCES

 

CHAPTER FOUR

1. Data analysis  and presentation
2. Introduction of data analysis i
3. Research questions

CHAPTER FIVE

SUMMARY, RECOMMENDATION AND CONCLUSION

1.  Summary
2.   Recommendation
3.  Conclusion

 References

 

CHAPTER ONE

 

INTRODUCTION

1. BACKGROUND OF THE STUDY

Public relations is one important way of creating a two-way channel of communication between an administrative body and other members of the wilder society. By definition it means the sharing of ideas. In the whole lo of communication and its related conceptual frame works, understanding and goodwill are of immense importance. Public relations is an amorphous  which have attracted varied definition from different scholars. Everyone seeing it from his own perspective. public relations means publicity it also involves the promotion of specific ideas, understanding, views and aims of people of the human family.

In the art of public relations there is a promotion and equal understanding of the views and aims of other people even of cross purposes. Public relations simply means good deed and effective communication.

Finally, public relation stand out as a management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with public interest, understanding and acceptance. In the final analysis on this conceptual frame work about public relations is the fact that public relations is a philosophy and function of management. it studies and evaluates public attitudes and the procedures by which an organization is being run, so as to maintain the principles of good will with the members of the wilder society. In fulfilling the tenants of action designed to earn public understanding and acceptance to an organization.

          In virtually al organization there is the public relations department through which the image of the organization is being promoted. Whereas in the principles and art of public relations, there is a deliberates, planned and sustained effort to establish and maintain mutual understanding between an organization and its various publics. In a hospital community like that of the university of Nigeria teaching hospital, it can be said that the public relations function are of immense value for the overall running of the establishment. in this community abound patient and medical experts whose duty is to cure and care for the said patients. Infacts, the management function of the medical doctor in this establishments can not close monitoring of the activities of those medical experts. In other words, the public relations understudies the relationship between the patients and the doctors and reaches a conclusion on whether or not it is cordial. In execution of their legitimate functions practitioners of public relation in a hospital outfit stands to monitor the state of affairs of patients vis-à-vis the attention they receive from the doctors.

Now, having said much about the definitions and functions of the  public relations department generally it has become pertinent this juncture to examine or take a look on the institution chosen as a case study to this work. Historically the university of Nigeria teaching hospital began as a standard general hospital for African, as built by the colonial masters or administrators during the pre-colonial era. During the end of the civil war in Nigeria, there was a programme of action by the war time administrator General Yakubu Gowon to rehabilitate and reconstruct the aspects of the country’s polity and infrastructural facilities that was badly battered by the war.

Consequent upon this programme the university of Nigeria teaching hospital as it is presently allied was rehabilitated into becoming a specialists hospital on July 1st, 1970. the hospital then had a total number of 50 doctors, 10 awards of 300 beds and a chest unit of60 beds. There are 350 nurses as at  that time.

By decree No 23 of 1974, the Federal military government took over the hospital but left the management in the hands of a council of the university of Nigeria Nuskka (UNN). The university of Nigeria teaching  hospital (UNTH) because independent in July 1976 with the appointment of a management board. The board was headed by chief Ade Akomolafe (JP) from 1976 till data, the hospital have had three management boards. The hospital has 41 main departments including the al important public relations department on its present time, with two out post via comprehension health center at Obukpa near Nsukka and Abagana Njikoka local government  area of  Anambra state. The present bed state of the hospital is put at 700 (seven hundred) as at December 1989 the staff strength stands at about 86 medial consultants, 234 other medical doctors, 28 pharmacists and 2,239 other members of staff. The hospital has training of medical students in the college of medicine. It also run a post graduate professional courses in various fields of medicine. The UNTH, has teaching and research responsibilities and its health team personnel have been enforced in constant search for better ways of health care delivery. This research  responsibilities include the ones conducted by the public relations team to ensure that the patients on train adequate attention from the teachings employed to take care of them.

Community services rendered by the UNTH extends to several states of federal republic of Nigeria. The UNTH apart from serving as a referred center for all smaller health institutions east of the Nigeria, also as a federal government hospital have been designated a center of excellence for cordiothroacic medicine. The  hospital provides 24 hours services and embodied in it are the accident and emergency wards.

As part of its objectives, the hospital provides hospital clinical teaching facilities for the training of newly qualified doctors nurses, pharmacists, laboratory technologists, physiotherapist and other persons in the health filed. it provided in an out –patient services to its clients through the highly train staff. It conducts and promotes research in all matters patterning to health it also provides adequate clinical materials for services and teaching.

The university of Nigeria teaching hospital has been part of a chequered history and to this end therefore, there is need to examine its achievements  in this background information. The hospital is known for its heath care  delivery services in Enugu, Anambra state and beyond. A lot of major medical feats has been recorded since 1974. On February 1st, 1974, a first ever successful open heart surgery in black Africa took place at the hospital, on August 23rd, 1975 a total lip transplant was successfully executed on January 8th, 1988, a set of pygopages immense teens were separated. Apart from the above major achievements, on August 18th, 18987, a first surviving quintuplets by Nigerian parents were delivered in the hospital.

Having said that much, one can say without fear of contradistinction, than the university of Nigeria teaching hospital have come to stay. And its records of achievements over the year have been brought to public consumption through the activities of its effective public relations department.

 

1. STATEMENT OF PROBLEMS

Assessing the effectiveness of public relations outfit in a public institution like the university of Nigeria teaching hospital has always puzzled a lot of research over the years. The public relations is part of the management .its activities are deliberate, because they are not supposed to be accidental. The tempo of activities in the hospital under review must be sustained, this is achieved trough monitoring the state of than is on a daily basis, the public relations organs should jknow everything on about the organization so that it will know to realty with the public.

This research therefore attempt  to show the effectiveness of a public relations outfits in a public institution as the university of Nigeria teaching hospital (UNTH).

Public relations is an attitude of an organization which places the interests of the people first in all maters concerning the conduct of the organization. The underlying philosophy of this study is that a public relations department should function to serve the primary needs of the people dependent upon it for employment, wages, goods and services and for social and spiritual satisfaction. The public relations department of public institutions have been seen to be a most effective means of promoting the image of an organization, the public are thus convinced that the said organization is set out to be of true  services to it.

Geer Jankouski, while contributing to an article titled public relations, the administrative  nerve center of organization stated in cam broad journal that the public relations function exerts a untold influence on the ability of a organization to perform creditably and to the public taste”

Furthermore, Charles Schewe (1987) writes that “public relations is one of the fastest growing are of an organization. It is the life- wire of most organization because it is only through it that the public can get to know the bulk of activities that happens of takes place in an organization. If Schewes assertions is to be believed what factors can one safely say, makes a public relations outfits a most important arm of on organization could the  activities of the public relations department of an establishment influence the attitudes of people of the wider society towards holding a given establishment in a high esteem?

The above questions prompted the researcher to write this research project. In attempting to solve this problems a case study of the university of Nigeria teaching hospital Enugu was used. It is established to cater for the health needs of a vast of the Nigeria population. How does the activities of public relations department in a hospital like the UNTH enhance productivity? does it monitor and conduct research into vital aspects of the hospital performance so as to uplift its image in the opinion of the masses. These are problems statements which should be looked into in this work.

 

1. OBJECTIVE OF THE STUDY

The practice of public relations as predicted on the belief that only the informed public can be use public. And winning the confidence of he public is the greatest asset of any organization. No organization can prosper without public awareness. If an establishment is to command greater audience and maintain an appreciable good level of public margin, if must show its works which is what eventually effective is all about.

Therefore the objectives of this study are:

1. To asses the effectiveness of a public relation outfits in a public institution like UNTH Enugu
2. To determine whether the activities of the public relations of the UNTH have been contributing to the  upliftment of standards in that establishment .if there are methods  adopted by this arm of the hospital to accelerate the image of the hospital in the opinion of history and in the opinion of the public. The court of public opinion is usably a framework through which the performance level of organization are weighed. The researcher wants to qualitatively and quantitatively out up by the public relations department the UNTH and how this affects the overall body of the establishment. if there are no observed changes as a result of the activities of the PR department of the  hospital, the researcher would want to identify eh possible causes and solutions to correct it.
3. To find out if the public relations debarment is actually one of the most effective branch of the hospital community through its community and media relations activities.

 

1. SIGNIFICANCE OF THE STUDY

The presence of the public relations department in the university of Nigeria teaching hospital Enugu coughed  with its various functions have made if difficult for researchers to ascertain its effectiveness in this al important government establishments.

It is therefore, hoped that this work would be of immense help to those who are interested in finding the purposes of a public relations outfit services in a hospital community. This will also involve the issue of how the PR unit of the hospital is constantly made use of to serve the interest of the patients at all times effectively and efficiency too. It will also  assist the other departments of the hospital to continue to give honest nod sincere services.

Furthermore, it is equally hoped that this work would contribute to existing journals, newspapers, magazines, books and other scholarly publication dealing with the subject mater. Little thought was given as to the extent public relations have been of value to its survival.

The use of this department and its effective thereof have been said to be great and most researchers based their findings on the efforts of this department to ascertain the extent to which is activities can influence the activities vital public institutions. To some extents some work on this subject failed to balance the differences between what public establishment  seeks to achieve, and how far they have succeeded in obtaining it through the activities of its public relations unit.

We therefore found that there is  need for a place which is patient – oriented to use services offered by public relations outfits to expand its operations and therefore break even at every twist and turn, this study is aimed at finding  out the effectiveness of a PR unit in a public health institution. Like he UNTH, Enugu .ideas suggested in this work will help agencies of public institutions to establish facts concerning benefits it stands to drive from a public relations department.

 

1. RESEARCH QUESTION

Having identified the problems which this resech project attempts to sole, there are some questions which is answers would serve as an index of measuring the effectiveness of public relations unit in a public health institution like the UNTH Enugu

These questions are:-

1. To what extent does the activities of the public relations department of the hospital help to promote the image of this hospital?
2. How are the various sub units of the PR department of the hospital equipped to carry out its assigned duties.
3. Is the community relation’s issues of the hospital proper effectively addressed by the PR unit of the hospital?
4. Where lapses exist in the hospital, which is not untypical of most public institutions, how can PR unit came into focus in this direction?
5. What factors if any could compel public and private sector establishments to have effective PR outfit in its body administration?
6. What if there are observed changes in the administrative activities in the  UNTH Enugu, could it be  attributed to the effective of its PR outfit.
7. How persuasive has the PR department been, in trying to draw the attention of UNTH management to some of the strategies is should adopt to address its various need?
8. Does the media relation function of the PR unit of the UNTH Enugu help in building units corporate image?
9. How has the PR department been instrumental to the establishment of standards aimed at enhancing patient –doctor relationship
10. Can it be rightly said that the UNTH has media as a chequred history throughout the activities of its PR unit?

 

1. RESEARCH HYPOTHESIS

This research will be based on the following hypothesis

Hi: The PR unit brings about a harmonious report between the staff and the patient.

Ho: The PR unit  does not brings about a harmonious report between the staff and the patient

H2: This two-way relationship is made possible through a careful monitoring by the hospitals PR unit

Ho: This two-way relationship can not made possible through a careful monitoring by the hospitals PR unit

H3: The PR unit in the hospital seek for the welfare of the patients.

Ho: The PR unit in the hospital do not seek for the welfare of the patients

H4: The PR staff provides a basis through which members of the society can make their needs known to the hospital.

Ho:  The PR staff do not provides a basis through which members of the society can make their needs known to the hospital.

H5: The unit arranges for the welfare of any health team that will come to conduct any examination in the hospital.

Ho: The unit, can not arranges for the welfare of any health team that will come to conduct any examination in the hospital.

 

1. DEFINITION OF TERMS

For the purpose of this study, some of he key concepts used in this work would be defined operationally. This definition is done to enhance the understanding of the use of these terms in this work.

1. Public relations: public relations are an attitude of the management of an organization which places the interest of the people first in all matters concerning the conduct of the organization. This can also be defined as the management function which evolutes public attitudes identifies the polices and procedures of an individual or an organization with public interest.
2. Public institutions: Any organization financial with public fund for the discharge of specific services otter people. As used in this study, it is the UNTH, Enugu
3. Community relations: This means the relationship between the hospital staff and management with its clients or patients. As used in this work, it means the functions the PR unit provides which brings about harmonious coexistence between the patients in the hospital and the staff both medical and administrative
4. Media relations: This is the method by which the PR department of the hospital  uses its various out posts to reach out to media organizations through whose organ the activities in the hospital can be publicized. The PR unit of he hospital is committed to constant relationship with the media as a basis to bring the activities of the hospital to the knowledge of members f he public.
5. Editorial board: As found in the UNTH, Enugu public relations issues frequently, transpiring within the organization of the hospital. In UNTH Enugu, this bulletin is published quarterly.
6. Editor: He collects information and passes it to the CPRO (chief public relations officers, who vests the information and approves if for publication.
7. Annual report: This is a yearly report on what the activities of each branch of the hospital has been .it is published for the consumption of the hospital copies of it can be set to sister hospitals.
8. Internal/external mailing list: This is a lost containing the particulars of serving doctors within the hospital especially the consultants among the. With thus list the residences and  phone numbers of consultants can be contacted in time of emergency with the available information.
9. General duties: This means the overall functions of the hospital PR department. It includes purchasing of newspapers and magazines for use in the hospital, cutting of areas that has bearing with the hospital activities and management. The typing works of the employed stenographer, typist and other suppor staff of the PR unit of the hospital.
10. Photo News board: This is the board where pictures of important evens that took place in the course of the hospitals activities are displayed for the public to see.

 

1. ASSUMPTIONS

It is assumed that the PR department of the UNTH, Enugu provides an ideal form at or conceptual framework for examining the effectiveness fop public relations outfit in publican owned institutions.

The principles and practices of public relations in most public institutions have provided a basis for the evaluation of the performances of such  public establishments.

It is assumed that this research project will form a basis upon which knowledge of the UNTH, Enugu can be better appreciated. By fostering good will between the patients and staff, the public relations department have been of useful services to the hospital.

 

 

 

1. LIMITATIONS OF THE STUDY

There are some limitations which militate against the research during the course of writing this research project.

One of these factors is that this is the researchers first attempt in a scientific research, therefore inexperience constituted a major limitation.

Again, this work could have covered a wide range of issues in the PR units job in the hospital but because of financial  constraint, the  study is limited to some specific areas.

The researcher is also aware that some respondents may be hesitate to disclose the true picture of things for reasons best known to them. the researcher is also conscious that some respondents to the interview conceal of been Pont things too good or too bad. Because  of this, there may be a little percentage of error in the results from this reserch work.

The scope of this study include data process procedure. The statistical parameter that will be used in the analysis of data in this research will be simple percentage methods.

The data will be collected and analyzed by means of percentage frequency will  be found for each item after responses from respondents on the course of the interview.

 

REFERENCES

 

Gene Jankouskin: Public relations the administrative Nerve of organization

Charles Schewe (1987) public relations as the life –wiring of most organizations.