ABSTRACT
The continued hostility of our host communities to companies operating in
their communities especially telecommunication companies and also the
lack of care by telecommunication companies is not a healthy situation for
the development of our host communities in one part and also the spread of
telecommunication or GSM services across our communities. This
development calls for urgent application of Public Relation tools to curtail
trend. This research work is interested in seeing how public relations
practice could be used to establish and sustain mutual relationship,
understanding, acceptance, confidence and goodwill among our host
communities and telecommunication companies in Nigeria especially Celtel
Nigeria Limited.
In carrying out the research the simple random sampling
method was used where the participants in the locations that the researcher
came in contact with were allowed to take part in the study. The use of
simple random sampling technique was to avoid bias in selection of sample
size. The tool adopted for the study was the questionnaire. The questionnaire
was divided into two categories; one for the publics/consumers of Celtel
Nigeria Limited and the other for the management. The set of questionnaire
meant for the management of the company was open ended questions. This
was to allow the respondent answer the question sufficiently, from the
company’s standpoint. The second set of questionnaire contains simple,
precise and very clear questions, covering only one issue at a time and
eliciting the exact information. The choice of a close ended questionnaire
were because answers which are standard and could be compared from
person to person are much easier to code and analyze, hence saving time and
money. It is also pertinent as it helps respondents to understand the meaning
of the question and answer correctly. The technique adopted in the
administration of the questionnaire was more of a systematic random
approach. From the analysis of the collected data, the researcher came up
with the following findings:
· That public relations practice, if properly and effectively applied
can help the Celtel build and maintain their corporate image in the
eyes of their host community
That serious an aggressive public relation is needed to restore the
public confidence in the minds of the host communities.
· That mass media is effective in information and mobilization for
public relations and corporate image policies of organization in
Nigeria. From the above findings, the researcher recommends that
Celtel Nigeria Limited shall do the following in order to maintain
mutual relationship with their host communities, which is the main
function of public relations practice:
1. Celtel Nigeria Limited and its host communities’ dialogue must be
the guiding principles to resolve all issues of concern to the
communities where the company is operating. This will rapidly
help reduce suspicion, falsehood and thereby creating and
sustaining mutual understanding and relationship with their host
communities.
2. Economic ventures should be established in the communities. The
communities should be properly assisted and encouraged to
embark on job creation and income generation ventures to boast
the economy of the communities. Establishment of small-scale
industries should also be considered.
3. Celtel must put in place the necessary infrastructural facilities for
anticipating, avoiding, resolving and managing conflicts. The
community public relations committees should be properly
constituted with professionals in the relevant fields including
public relations to enhance mutual relationship and peaceful coexistence.
