Impact of Information Communication Technologies On Public Relations Practice
(A Study Of Mobile Telecommunication Network (Mtn) Enugu)
In contemporary public relations practice, the integration of Information Communication Technologies (ICTs) has revolutionized communication strategies, fostering enhanced connectivity, immediacy, and outreach. ICTs, encompassing various digital platforms such as social media, email, websites, and mobile applications, have reshaped how organizations engage with stakeholders and disseminate information. Social media platforms like Twitter, Facebook, and Instagram offer dynamic avenues for real-time interaction, enabling PR professionals to promptly respond to inquiries, address concerns, and cultivate brand loyalty. Additionally, email campaigns and newsletters facilitate targeted communication, ensuring tailored messaging to specific audiences. Websites serve as comprehensive repositories of information, offering stakeholders access to press releases, reports, and multimedia content. Mobile applications further extend the reach of PR initiatives, enabling direct engagement with consumers through push notifications and interactive features. The seamless integration of ICTs into public relations practice not only amplifies organizational visibility but also facilitates dialogue, transparency, and relationship-building with diverse stakeholders, thereby driving strategic communication objectives forward.
This study attempt to investigate the impact of information communication technologies on public Relation practices in Nigeria and the purpose of this study is to find out the extent which information and communication technology has positively affected public relations practices in Nigeria. The population of the entire cross-section of people in this research of the entire cross-section of people in this research consist of 2,700 respondents from Enugu South Local Government in Enugu State. Three research questions, each are focusing on the three main purpose of the study. The questionnaire were distributed into parts which the first part was based on the demographic characteristics of the respondents, the record on sex distribution, followed by age distribution, occupation and marital status distribution. This study was concluded with some recommendation based on the findings of this study, it will be interesting for researchers and communicators, the researchers therefore recommend that the rise of ICT in promoting their corporate image of organization should be pursued with the rise of ICT’s in promoting their corporate image of organization should be pursued with vigours training and re-training of person’s working in the public relation units of the various telecommunication industries should be as a matter of organizational policy. The researchers believe that ICT has gone a long way in helping the public relation practitioners for under coverage.
Title page
Approval page
Certification
Dedication
Acknowledgment
Table of content
Abstract
CHAPTER 1:
INTRODUCTION
Background of the Study
Statement of Problem
Objective of the Study
Significance of the Study
Research Questions
Scope of the Study
Definition of Terms
CHAPTER II:
LITERATURE REVIEW
The Importance of Information and Communication
Technologies
Information Technology in Organization in Developing
Countries
Historical Development of MTN Nigeria
Application of Information and Communication Technology
in Public Relations
Introduction of Information and Communication Technology
Application to Modern Public Relation Management – 18
Information Technology and External Communication in
Media Relations
Information Technology and Internal Organization
Employee Communication
Information Technology: Issues Tracking and Crisis
Management
Summary of Literature Review
CHAPTER III:
RESEARCH METHOD
Research Design
Area of Study
Research Population
Research Sample
Sampling Techniques
Instrument of Data Collection
Method of Data Collection
CHAPTER IV:
DATA PRESENTATION AND ANALYSIS
CHAPTER V:
DISCUSSION OF FINDINGS, SUMMARY,
IMPLICATION, RECOMMENDATIONS AND
SUGGESTION FOR FURTHER STUDIES
Discussion of Findings
Conclusion
Recommendations
Limitations of the Study
References
Appendix
INTRODUCTION
This chapter includes the Background of the study, the statement of the problems, objectives of the study, Significance of the Study, Research Question, Scope of the study and definition of terms.
Background of the Study
According to Chapman and Oliver (1990), Information and Communication Technologies (ICTs) is defined as a technology which supports activities involving the creation, Storage, Manipulation and Communication of Information, together with related methods, management and applications.
Information and Communication Technologies (ICTs) can also been defined as a seamless integration of Telecommunication, data processing and personal computing with manual business processes which improve effectiveness, efficiency and qualify of working definitions of Information Communication Technology. It must be understand that public relations must understand the information Communication Technology as being essentially a communication system that emerged as a result of Jason’s integration of many other technologies but essentially the computer telecommunication and satellite technologies: that is why it has in its earlier days been discussed as or associated with communication Technology (Nwosu 1987).
However, public relations is defined as the management function that helps the management team in any organization to effectively, identify, analyze and understand the changes in their internal and external environment. Public relations is also as the management team in an organization as well as using these data and information to come up with decision, action and two way communication that will help to ensure the existence of mutual understand between an organization and its publics. These two information technology oriented definition of public relations are of curse in time with the Mexican statement definition of public relation practices which sees it as the art and social science of analyzing trends, predicting their consequences, counseling organization leaders and implementing planned progarmme of actions which will save both the organization public interest (IHEKE 2010:2).
Information and communication is used mainly to provide and process information to keep records or store information to provide more qualitative services to the customer in this era of total quality management (TDM) to speed the provide of information production and utilization to reduce the cost in modern business or organizational management.
Information and communication technology can also be used by many business and government organization as a strategic weapon for gaining competitive advantage, improving productivity, communicating in new business development (IHEKE 2009: 2) this explains why it has been widely accepted that information and communication technology has become the new key to business, organizational and national survival an development.
Management Information System is an indispensable support sub-system for modern managers in the persistent pursuit or effort to attain their organizations goals and objectives more effective. This is why it has been described as the development and use of effective information system in organizations (Koroenke, 1992-6-10). With regard to elaborateness depending on the size and nature of an organizations business. Its management information system includes any of these transactions processing system (TPS). A Decision Support system (DSS) including a group decision support system (GDSS) and a expert system (ES) which includes artificial intelligent (AI) or the process of making computer think and mimic the human mind. And to be truly effective, a management information system must be accessible timely, user-friendly, secure and accurate.
Statement of the Problems
The impact of Information Communication Technologies on public relation practice in Nigeria on mobile telecommunication Network (MTN) is to teach the managers the process to follow when making decisions and putting things into actions.
However it is not clear on the extent to which public relations practitioners can depend on information communication technologies Iheke (2010) said that it is not clear whether Information Communication Technologies (ICT) enhance public relation practices in Nigeria for mutual and effective boom of their work in providing wider coverage.
The problem of this study therefore is help find out what specific contributions of mobile Telecommunication Network (MTN) has made to help public Relation practitioners in providing ICTs for effective use.
Objective of the Study
The objectives of the study is to:
i. Determine whether public practice Relations depends on ICT resources for wider coverage?
ii. Determine whether modern public Relation Practitioners depends on Information and Communication Technology.
iii. Ascertain if the use of ICT resources affect the operational efficiency of MTN’s public relations?
Significance of the Study
It is the researcher’s belief that Information and Communication technology is a very powerful too in opinion formation. And it is very important to our society. Information is to inform while communication is to communicate effectively to one another.
However the significance of the study, includes that:
It will exposure the public relations practices to the vast opportunities available in the area of ICT as regards information generation and dissemination.
The result of this study shall be immense benefit to mobile telecommunication operators as it will afford them the opportunity of appreciating the contribution of ICTs in their public relation task of increasing the number of their subscribers.
It shall also serve as a feedback mechanism from the subscribers to the public relation practitioners in corporate organizations as well as serve as a veritable reference material for any communication scholars that comes across it.
Research Questions
This study will be guided by the following research questions:
i. Do public relations practice depend on ICT resources for wider coverage.
ii. Does the use of ICT resources affect the operational efficiency of MTN’s public relations?
iii. Do modern public relations practitioners depends on Information and Communication Technology?
Scope of the Study
The scope of the study is to know the impact of Information Communication Technology on public Relation Practices in Nigeria on Mobile Telecommunication Network.
Definition of Terms
For the purpose of clarity, some terms uses in this work are defined operationally this
i. Impact: The powerful effect which something has on somebody or something.
ii. Information Communication Technologies: These study or use of electromagnetic equipment especially computers for storing and analyzing information.
iii. Public Relations: Planned and sustained programmes and activities executed by a corporate body armed at creating goodwill between it and its internal and external publics.
iv. Impact: The effects which the rise of computers and other electromagnetic equipment have on the practice of public relations.
v. Information Communication Technologies: This refers to modern equipments used to enhance communication effectiveness like the computers and interment.
vi. Public Relations: All the planned corporate social responsibilities of MTN Nigeria in Enugu and at retaining their customer and attracting new ones.
Impact of Information Communication Technologies On Public Relations Practice:
Information Communication Technologies (ICTs) have had a profound impact on the practice of public relations (PR) in numerous ways. These technologies have transformed how public relations professionals communicate, gather information, analyze data, and engage with their audiences. Here are some key ways in which ICTs have influenced public relations practice:
- Digital Media and Social Networking: The rise of digital media and social networking platforms has created new channels for public relations practitioners to connect with their audiences. They can now reach stakeholders directly through platforms like Facebook, Twitter, Instagram, and LinkedIn. These platforms also allow for real-time interactions, making it easier to engage with the public and respond to crises.
- Online Reputation Management: The internet has made it essential for public relations professionals to monitor and manage an organization’s online reputation. Online reviews, comments, and social media mentions can significantly impact a brand’s image. public relations practitioners use Information Communication Technologies to track online sentiment and respond strategically to maintain a positive reputation.
- Content Creation and Distribution: PR professionals can now create and distribute content more easily and cost-effectively through digital channels. Blogs, videos, infographics, and podcasts can be produced and shared online to engage audiences and convey key messages.
- Data Analytics: Information Communication Technologies have enabled public relations practitioners to collect and analyze data more efficiently. They can use tools like Google Analytics and social media analytics platforms to track the reach and impact of their campaigns. This data-driven approach helps in making informed decisions and refining public relations strategies.
- Crisis Communication: In the age of Information Communication Technologies, crises can quickly escalate through social media and online news outlets. PR practitioners must be prepared to respond rapidly and effectively to manage crises. ICTs help in monitoring and addressing issues in real-time.
- Audience Segmentation: PR professionals can use data collected through Information Communication Technologies to segment their audiences more precisely. This enables tailored messaging and outreach to specific groups, increasing the effectiveness of public relation campaigns.
- Global Reach: Information Communication Technologies have expanded the reach of PR efforts beyond geographical boundaries. With the internet and social media, public relation campaigns can reach international audiences, making global PR strategies more common.
- Mobile Communication: The prevalence of smartphones has shifted the way people consume information. public relation practitioners must optimize their content for mobile devices, ensuring that it is accessible and engaging for users on the go.
- Influencer Marketing: PR professionals often collaborate with influencers on social media to reach specific target audiences. This strategy has become more prevalent due to the rise of digital platforms and Information Communication Technologies.
- Virtual Events and Webinars: In an era where physical gatherings are limited or restricted, Information Communication Technologies have enabled public relation professionals to host virtual events, webinars, and live-streamed press conferences to engage with stakeholders.
- Automation and Chatbots: PR practitioners can use automation tools and chatbots to streamline routine communication tasks, freeing up time for more strategic activities.
- Cybersecurity and Data Privacy: PR professionals need to be vigilant about cybersecurity and data privacy concerns, as breaches and data leaks can harm an organization’s reputation. They must work closely with IT departments to mitigate these risks.
In conclusion, Information Communication Technologies have brought significant changes to the field of public relations. They have created new opportunities and challenges, requiring public relation practitioners to adapt to a digital and data-driven landscape while maintaining a strong focus on building and maintaining positive relationships with stakeholders.