Every organisation is involved in public relations. However, in higher institutions of learning, PR has a critical role to play. Musepa(2003) advances that PR enables a college to maintain a good relationship with its interest groups (publics).
According to Jefkins (1998), employees and customers such as students form key publics of institutions of higher learning. However, Musepa (2003), argues that PR is especially important when dealing with students because they(students) constitute the largest interest group.
In order to ensure that effective mutual understanding exists between an organisation and its external publics, firstly, the relationship among all internal publics is supposed to be very cordial, Farrant (1980). However, this is not always the case. Ghose (1989) observes that “the relationship among members of certain departments, among the heads of certain departments, and at times between certain subordinate members and their departmental supervisors is quite disharmonious”. In higher institutions of learning, this poor relationship tends to increase the chances of student unrest.
According to Ghose (1989), student unrest owes much to the institutional executives (management), the authority structures and the campus situations.
The authoritarian character of the education system greatly contributes to the growth of student unrest and indiscipline. This could be a reflection of the authoritarian temper of the society where difference of opinion with an elder is often regarded as disrespect for him.
Musepa (2003) postulates that authoritarian leaders dominate and control group discussions as they wish; are not likely to acknowledge the views of those opposed to them; determine tasks for every participant; and do not encourage participation. Ghose (1989) further adds that the students are generally passive recipients of orders from above – a situation that does not contribute to good PR in institutions of learning.
Shah (1977) perceives students from a different angle. He argues that the youth have attitudes and values that are different from those of the older generations. They are radical and reject a structure that is oppressive. In view of this, as Wilcox et al. (1995) advises, the management should always involve students in the decision making process for issues that concern them. Only then can occurrences of student unrest be reduced. Commenting on this area, Chappy and Bhai (2010:1-3) stress that the existence of cooperation among the various elements in running the affairs of the institution is one of the most important remedies for student unrest.
Public relations contribute to the formulation of institutional strategies in order to win acceptance and support the organization (Kitchen, 2010).These efforts are part of an organizations purposive and managed behavior to achieve goals. The organization should however continue to adapt their goals and relationships to accommodate the ever shifting densities from their dynamic settings.
Public relations is a function institutions cannot afford to ignore or institutions to give out their message, they must make a coordinated, concerted effort to counteract other sources of information people receive that may be untrue or unfair and provide people with the services and information they desire.
In the sense of attracting community support and drawing in more publics, public relations not only transmit information, but also listen and respond to the expectations and concerns of all citizens: the public demands more accountability and more participation, and parents have more school choices than in the past.
PR employs techniques in order to persuade target groups (Kendal, 1995). These techniques are like media coverage preparing press releases, writing speeches and designing brochures, providing video news releases, staging special events, preparing annual reports and media relations among others.
References
Chappy, H. and S. Bhai. (2010). Student Unrest. Retrieved on 3 July 2010 from
http://socyberty.com/politics/student-unrest-by-happychappy-andsumobhai/
Farrant, J. S. (1980). Principles and Practice of Education. Harlow: Longman.
Ghose, S. C. (1989). Teacher-Student Relationship and its Impact on Student Unrest. New Delhi: Northern Book Centre
Jefkins, F. (1998). Public relations (5th rev. ed). New Jersey: Prentice Hall.
Kendall, R. (1995). Public Relations Campaign Strategies: Planning for Implementation (2nd Ed.) :Harper Collins Publishers.
Kitchen J.P. (2010), Public Relations Principles and Practice ,Cengage Learning UK.
Musepa, M. J. (2003). The Role of Communication in enhancing Rapport between Service Providers and Interest Groups in Higher Learning Institutions: A Case Study of the University of Zambia. Master’s Degree Thesis, University of Zambia.
Wilcox, D. L., P. H. Ault and K. W. Agee. (1995). Public Relations. New York: Harper Collins.
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