Role Of Public Relations In Resolving Conflict In Tertiary Institutions

This study was carried out to examine the role of public relations in resolving conflict in tertiary institutions using Redeemers University as a case study. The study was specifically carried out to determine the prevalence of conflict in Redeemers University; identify the major causes of conflict in Redeemers University; determine whether there is a significant relationship between public relations and conflict resolution in tertiary institutions; and ascertain the role of public relations on conflict resolution in Redeemers University. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprises public relations staff of Redeemers University. In determining the sample size, the researcher conveniently selected 41 respondents while 38 were received and 35 were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables and mean scores. The result of the findings reveals that the major causes of conflict in Redeemers University includes; academic disagreements, administrative issues, clashes over institutional policies, and Interpersonal disputes. The findings also revealed that public relations plays a multifaceted role in conflict resolution within universities, encompassing mediation, communication, stakeholder engagement, crisis management, training, and community relations. By employing strategic communication tactics and promoting collaborative approaches, PR professionals contribute to the creation of a more harmonious and resilient university community.. In regard to the findings, the study recommends that public Relations expert should be given free hand in dispute mediation, with adequate resources to carry out the function. Their findings should be well documented for referral and preventive measures. Publicists should also educate the University community on strategies best to handle conflict for the desired result. To mention but few.

Introduction

1.1 Background of the Study

The structurally differentiated character of contemporary work-organizations, whether in the manufacturing or service industry inevitably generates conflicts of interest? These conflicts of interests arise in groups because of the scarcity of freedom, position and resources (Hotepo, Asokere, Abdul-Azeez and Ajemunigbohun, 2010). Workplace conflict is thus endemic despite the best of management practices in organizations and manifests in various forms as an intrinsic and unavoidable feature of the employment relationship. It is by nature an ever-present process and more likely to occur in hierarchical organizations where people with a divergent view, opinion and background interact. However, conflict in work-relations is not an aberration, since it creates or provides an opportunity for correction and reconciliation for the betterment of both the organization and the workers (Osad and Osas, 2013).

According to Kazimoto (2013), workplace conflict is described as the presence of discord that occurs when goals, interests or values of different individuals or groups are incompatible and frustrate each other"s" attempt to achieve objectives in an organization. It is a communication process and an inevitable consequence of transactional relationship manifesting in disagreement and dissonance with and between individuals and groups in the work environment. In this context, workplace conflict is a fact of life in any organization as long as people will compete for jobs, power, recognition and security (Adomie and Anie, 2005). Therefore, the task of management is not to suppress or resolve all conflicts but to manage them in order to enhance and not to detract from organizational performance.

Educational institutions of all levels, especially tertiary institutions in Nigeria are not excluded from having conflicts. Nigerian Universities also have their fair share of conflicts and crises such as: Kafaru Tinubu vs Students crisis 1974; Ali must Go vs. student crisis on 1978; Rice crisis vs. Ahmadu Bello University 1981; Accident vs. Ali University Ekpoma crisis of 1988 etc. To recast on the crises, riots and rampaging exercises by students in their various institutions in Nigeria cannot be expressed, not to talk of employee/employers clashes with strike action and demonstrations.

The success of any organization, especially the institutions of higher learning, depends on how information is handled in that organization. The efficiency and effectiveness with which information is managed determines to a large extent whether the institution will consistently be crisis-ridden or not. This is why no institution of higher learning can survive without the activities of the public relations department. Yet, many institutions in Nigeria including Universities, polytechnics, and colleges of education among others have failed to appreciate public relations and its potency for the sustenance and growth of their establishment.

In the words of Enwonode (2004) "researches have shown all over the years that University administrations in Nigeria have not fully appreciated public relations potentials in tackling numerous crisis that has bedevilled academic excellence in our ivory tower". That some institutions of higher learning in Nigeria have crisis from time to time simply reveals the truth that they have either neglected this all-important unit or relegated to the background by not giving it a free hand to operate. These conflicts, if it was properly handled and prevented through the use of Public Relations principles of pro-active approach, it wouldn"t have escalated into crises.

1.2 Statement of the Problem

The degree of conflict in work-relations in the Nation"s ivory tower has become endemic. On several occasions, institutions of higher learning have been ridden with crises either caused by the protest of internal and external publics. Lecturers have often grumbled at one time or the other over bad condition of learning environment or condition of service.

Nwosu (2004) maintained that issues and crises such as demonstrations, Students unrest, strike, cult activities etc have reduced our higher institutions to a mere shadow of itself. Effective conflict resolution is crucial for maintaining a conducive learning and working environment, as well as fostering positive relationships among stakeholders.

Conflicts within Redeemer"s University, as within many tertiary institutions, stem from various sources, including academic disagreements, interpersonal disputes, administrative issues, and broader socio-political tensions. These conflicts can manifest in diverse forms, such as student protests, faculty grievances, administrative disputes, or clashes over institutional policies and decisions (Jamil et al., 2019). The prevalence and complexity of conflicts within Redeemer"s University underscore the need for effective conflict resolution mechanisms, with public relations playing a pivotal role in facilitating communication, mediation, and relationship management among stakeholders.

Despite the importance of public relations in conflict resolution, there is a lack of empirical research examining the specific strategies and practices employed by public relations practitioners within tertiary institutions. Existing literature often focuses on general principles of public relations theory and practice, without offering insights into the unique challenges and opportunities faced by practitioners in resolving conflicts within university settings. By conducting a case study of Redeemer"s University, this research aims to fill this gap and provide valuable insights into the role of public relations in conflict resolution within Nigerian tertiary institutions.

1.3 Objectives of the Study

The primary objective of the study is to examine the role of public relations in resolving conflict in tertiary institutions (a case study of Redeemers University). This research work is set to accomplish the following objectives;

Determine the prevalence of conflict in Redeemers University.

Identify the major causes of conflict in Redeemers University.

Determine whether there is a significant relationship between public relations and conflict resolution in tertiary institutions.

Ascertain the role of public relations on conflict resolution in Redeemers University.

1.4 Research Questions

For the purpose of this research work the following research questions have been formulated;

What is the prevalence of conflict in Redeemers University?

What are the major causes of conflict in Redeemers University?

Is there a significant relationship between public relations and conflict resolution in tertiary institutions?

What are the role of public relations on conflict resolution in Redeemers University?

1.5 Research Hypothesis

Ho: Public relations does not play a significant role in conflict resolution in tertiary institutions.

Ha: Public relations plays a significant role in conflict resolution in tertiary institutions.

1.6 Significance of the Study

The significance of studying the role of public relations in resolving conflict in tertiary institutions, with a specific case study of Redeemer"s University, extends to various stakeholders within the university community and the broader field of public relations practice in academia.

The significance of this research extends beyond Redeemer"s University to the broader field of public relations in academia. Tertiary institutions serve as microcosms of society, reflecting and influencing broader socio-political dynamics. By examining the role of public relations in resolving conflicts within a tertiary education setting, this study can contribute to theoretical knowledge and practical insights that advance the field of public relations in addressing complex interpersonal, organizational, and societal challenges.

1.7 Scope of the Study

The scope of the study focused on the role of public relations in resolving conflict in tertiary institutions. Geographically, this study will be carried out in Redeemers University.

1.8 Limitation of the Study

Like in every human endeavour, the researcher encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size. More so, the researcher simultaneously engaged in this study with other academic work. As a result, the amount of time spent on research will be reduced.

Moreover, the case study method utilized in the study posed some challenges to the investigator including the possibility of biases and poor judgment of issues. However, the investigator relied on respect for the general principles of procedures, justice, fairness, objectivity in observation and recording, and weighing of evidence to overcome the challenges.

1.9 Definition of Terms

Tertiary institutions, also known as higher education institutions, refer to educational establishments that offer post-secondary education, including universities, colleges, polytechnics, and vocational institutions.

Conflict refers to disagreements, disputes, or tensions that arise between individuals, groups, or entities within tertiary institutions.

Public relations refers to the strategic communication and relationship management practices employed by organizations to build positive relationships with various stakeholders, including the public, media, government, employees, students, and community members.

1.10 Organization of the Studies

The study is categorized into five chapters. The first chapter presents the background of the study, statement of the problem, objective of the study, research questions and hypothesis, the significance of the study, scope/limitations of the study, and definition of terms. The chapter two covers the review of literature with emphasis on conceptual framework, theoretical framework, and empirical review. Likewise, the chapter three which is the research methodology, specifically covers the research design, population of the study, sample size determination, sample size, and selection technique and procedure, research instrument and administration, method of data collection, method of data analysis, validity and reliability of the study, and ethical consideration. The second to last chapter being the chapter four presents the data presentation and analysis, while the last chapter(chapter five) contains the summary, conclusion and recommendation.

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