The war between ASSU and Federal Government

The Academic Staff Union of Universities (ASSU) recent strike action once again has shown that the country’s educational system is being toyed with! It is very pathetic that both ASSU and federal government had to wait for another strike action before their issues were resolved and it is also even more pathetic that the leaders of this country don’t know how important the educational sector is especially our universities. The questions now are; must strike be used to sort out things in the educational sector?  must there be strike actions every session in our universities? Why can’t there be a lasting solution to the causes of strike in the sector especially in our universities?

A country that does not have benefiting plans for the educational sector is also planning to fail! It is very obvious that there are no benefiting plans for our educational sector because if there are, strike would not be the only weapon of war by ASSU and the federal government would have done something to prevent the constant recurrence of it. Secondly, the recent strike by ASSU did not get the kind of reactions it should have gotten. This is because when subsidy was removed completely by the federal government, everyone could see the reactions from all corners of the country, we could see how the Labour Union reacted; condemning the policy and went on mass protest claiming that the union’s actions were in the interest of the Nigerian masses. The question now is what was Labour Union’s reaction to the recent war between FG and ASSU which led to Nigerian University students to stay out of school for more than one month?

If Labour Union actually fights for the interest of the masses, I wonder why the Union did not make so much noise as the Union did during the removal of fuel subsidy saga. The simple reason is because Labour Union, FG, ASSU are neglecting the educational sector in the country, I don’t think they know the importance of the sector in the sustainability of the country. With quality educational sector, the country would have more responsible and enlightened youths who will shun terrorism act, political thuggish acts, and the country will have more responsible and patriotic leaders etc.

The use of strike as the only weapon to demand for certain measures weather selfish demands or not should stop. The action has led to unqualified graduates who are not employable in the labour market. This is because, in order to meet up with the university calendar, the various Universities in the country would apply the rush method of lecturing so as to start exams on time, this will lead to many students not actually understanding the courses being taught by these lecturers. The action has led to students being idle on several occasions and it is a well known fact that an idle mind is the devil’s workshop. When some of these unqualified and unemployable graduates are unable to get employed, they seek for silly ways to make a leaving. I hardly hear of countries that still toy with their educational sector as we do in this part of the world, even some of the worst countries in Africa don’t go on educational strike as we do in Nigeria. It is expected of Labour Union to stand out and engage in actions that will end educational strike actions in the country especially by ASSU once and for all for the real interest of the masses if the Union actually fights for the interest of the masses.

THE ROLE OF PUBLIC RELATIONS IN SUPPORT OF GOOD GOVERNANCE

Good governance is very important in the development of any society. This will surely lead to the development of all the individuals in the society at large.
Now, how can good governance be achieved and felt by everyone in a society like Nigeria? The answer is through the activities of the Public Relations department of the society.
Now what is governance? Governance is defined as the process by which decisions are implemented (or not
implemented) Wikipedia. Governance involves some structures which
are put in place for decisions to be implemented; these structures are
individuals who have some roles to play in decision making and implementation.
Positive decision affects the public positively. The problem with a country like
Nigeria is bad governance; however I will like to define the concept of good
governance.
Good governance has eight major characteristics. It is
Participatory, Consensus Oriented Accountable, Transparent, Responsive,
Effective and Efficient, Equitable and Inclusive and follows the rule of law.
It’s also responsible for present and future needs of the society. Frankly
speaking, when any of the eight major characteristics is left behind, the
concept of good governance turns to bad governance. There is only one way to
attain good governance is by applying the concept in the sub – department of a
giving society such as the various institutions in a country – the university,
the church, Electoral body, power sector and others. When the various sub –
department gets good governance then the country at large gets development
Now, looking at the concept of Public Relations which is defined by
different scholars as a “distinctive management functions which helps establish
and maintain mutual lines of communication, understanding, acceptance and
cooperation (Dr. Rex Hariow). Sam Black defines it as the art and science of
achieving base on truth and full information, going further, the British
institute sees PR as “a deliberate, planned and sustained effort to establish
and maintain mutual understanding between an organization and its public.
Drawing from the above definitions, it’s vivid enough that PR
involves understanding, acceptance communication, management, cooperation,
maintenance, efforts which exist between an organization and its public.
Looking at the role PR has in support of good governance in a
country like Nigeria and establishments like the Police Force, Power sector, the
Universities and others, it will be clear that the concept (Public Relations) is
an important tool for sustainable good governance. But how does this work? Since
communication is very important in PR, the department has to be in constant
contact with the public of a given country or establishment and should stand as
an intermediary between the government and the public. PR makes sure that only
the truth is made known to the public. Since PR is not a propaganda it’s should
not support any form of Mal administration and should always strive for truth
using peaceful method. Through this, the PR practice encourages the leadership
to work hard strive for good governance. PR also carries out periodical
researches to have a deliberate, planned effort to maintain and sustain
understanding between an organization (government) and the governed (public).
The research comes in form of public opinion poll which is meant to know the
public reactions about the services they get because governance is a service to
the people.
Whenever there is good governance, there seems to be peace and
security which encourages investment and development. The crises rocking the
Niger Delta only needs the activities of PR professional practitioners who will
try to create that mutual understanding between the government and the host communities, since PR is all about ensuring mutual goodwill. In most cases, the government
needs to explain to the public the reasons behind its slow to progress which
could be a tangible reason. this means that the government also needs the activities of the Public Relations practice. There is no doubt of the fact the PR has huge tasks to play
in support of good governance.

MEDIA STRATEGIC PLAN ON INFORMATION AND COMMUNICATION TECHNOLOGY

UNIVERSITY OF NIGERIA, NSUKKA FIVE ¬– YEAR MEDIA STRATEGIC PLAN ON INFORMATION AND COMMUNICATION TECHNOLOGY
2011-2015
BY

OKORO KINGSLEY UGONN













INTRODUCTION
This strategic media relations plan for university of Nigeria Nsukka is directed towards the actual utilization of the Information and Communication Technology (ICT) project available in the institution base on its objectives and vision and was formulated using Frank. W. Jefkins public relations planning model. This model was chosen simply because of its straight nature and simplicity. The Frank W. Jefkins Model has the following as its basic steps:
A. Appreciation of situation
B. Identification of Objectives
C. Identifying publics
D. Choice of Media and technique
E. Budgeting
F. Evaluation




EXECUTIVE SUMMARY
The mission of University of Nigeria, Nsukka
Restoring the dignity of man
The vision of the University of Nigeria, Nsukka
Placing the University among the best Universities in the world


SITUATION ANALYSIS AND PROBLEM IDENTIFICATION
There is a rising rate of poor purposeful utilization of the ICT projects initiated by the vice chancellor of the University of Nigeria, Nsukka. This is rampant among students and staff of the university.
OBJECTIVES
This 5 – year media relations strategic plan is with the aim of re – orienting the institution’s primary and secondary audience on the actual purpose of the ICT projects. The case where students and staff of this institution poorly make use of the ICT project is in the increase. A visit to the institution Library reveals that students are always busy engaging in to fruitless activities, making them to deviate from the actual objectives of the ICT project. The students are seen browsing most of the time social network sites where they chat and upload pictures. Most of the Institution’s workers are also in line with the deviation from the actual purpose of the ICTS project as detected by my research. This plan is hereby made to proffer solution to the rising problem by re – orienting the targeted publics. There is no doubt that if the rising poor utilization of the project continues; the institution will not actualize her goals and objectives.
NATURE OF THE ICT PROJECT
The project was installed in the university with the help of MTN and Google and it’s the largest ICT infrastructure in Africa which also has free wireless capable technology installed in the institution, covering the four campuses of the University with the following aims: to attain excellence in-

A. research
B. Innovation
C. Human resource development and
D. Generation and dissemination of ideas
The deviation from the actual objectives of the ICT project is because the Institution primary audience are not fully aware of the objectives.
RESEARCH
The ICT was done according to the university’s vice chancellor so as to create enabling environments for research by both the students and staffs of the university. For the University to be a world class University, the students and members of staff of the school must engage in researches.
INNOVATION
When researches are carried out by both the students and staff of the university, there can be innovation which will actually make the University to compete with other world class Universities.
HUMAN RESOURCE DEVELOPMENT
With the installation of the ICT project, the development of the university’s human resource is made easier.
GENERATION AND DISSEMINATION OF IDEAS
Students and Staff of the Institution should be able to use the technology expose to them to engage in to activities that will be fruitful by generating and disseminating useful ideas beneficiary to both the University and the country.
Several seminars have been held in the Institution with the regard to sensitizing the students and staff of the objectives and availability of the ICT project .This media relations strategic plan runs for five years (2011 – 2015) which will be with specific targets each year to be evaluated after the length.
Summary of the activities that will be taking place in the strategic media relations plan for the institution on yearly bases:
YEAR ACTIVITIES
Year1 (2011) Shifting from strategies to implementation, inauguration of committees selected base on ICT experience, deliberating on the agenda, submission of the strategic plan to the chosen media, seminars which will take place two times in each year with the invitation of well known ICT experts to sensitize the target audience on the objectives of the ICT project, media discussion headed by the media relations planner and his team on the plans and progress of the strategy done at the beginning and towards the end of the first year.
Year 2
(2012) Inclusion of ICT as a course in the General Studies Unit starting with the first year’s beginners (year one students) to final year students to be run for a full session, encouraging research by establishing a research based department which over - sees the reward of students and lecturers who did meaningful research every year, the annual seminars and media discussions.
Year 3
(2013) Rewarding the outstanding students and lecturers based on their performances ICT classes and meaningful research, establishing a special training centre for lecturers and students who did well in the previous year in the field of ICT (advance training). Continuation of the media discussion with the visit to other media houses for the benefit of UNN secondary audience, the use of the first medium house will be retained for the benefit of the institution’s primary audience and continuation of the annual seminar lectures.
Year 4
(2014) Continuation of the previous year’s activities.
Year 5
(2015) A. Continuation of the previous activities with the inclusion of new activities if the need be.
B. taking a broad look at the lessons learned in terms of success and obstacles in implementing these activities.

THE TARGET PUBLICS
The target publics of this strategic media relations plan are the primary and secondary publics of the University of Nigeria, Nsukka. The primary publics being the students and staff of UNN and the extended publics like those that have indirect issues with UNN i.e other Universities both national and international, the parents and guidance of the Students of the Institution etc. This is because both publics are meant to know the objectives of the ICT projects, the situation of things and progress.
MEDIA CHOICE TECHNIGUES
The 5 – year media relations strategic plan will be appropriate on both the electronic and print media. This is because of the nature of the strategic plan which is purely academic and the nature of the target audience who are mostly educated. The technique will be press release for the print media and granting of interview for the print media (radio station and television)


BROADCAST MEDIA
The use of the Institution’s radio station known as Lion FM is very important so as to reach out to the primary audience very well. The students and staff of the Institution in most cases are the audience of Lion FM before any other radio station and the station will be easy in terms of accessibility and cost effective. The use of radio Nigeria nationwide as also another channel of communicating to the publics especially the secondary publics is very necessary. This is because the Institution radio station can’t reach most of the secondary publics.
PRINT MEDIA
The use of the various department magazines which is published yearly or quarterly is very important, for instance the Records newspaper of the department of Mass communication, this is because, the medium can capture the interest of the students as well as the staff of the institution. This will be added with the use of any major national news papers for effective communication with the secondary publics.
BUDGETING
A. The first phase of the strategic plan (which involved research) will cost 2% of the annual budget of the Institution’s PR department.
B. The second phase which involves the objectives and means to carry them out will cost 12% of the annual budget of the institution PR department (UNN).
C. The third phase will cost 1% of UNN PR annual budget ( identifying the publics)
D. The fourth phase which involves media choice and techniques will cost 10% of UNN annul PR budget.
E. The evaluation phase will cost 9% of UNN PR department annual budget.
This means that sum of 1.2 million naira will be needed for this plan.

EVALUATION
The assessment of the whole Media Relations strategic plan will be done under two methods;
A. The use of the electronic media i.e. the radio medium, both the Institution’s radio station and the radio Nigeria nationwide station
B. Caring out an opinion poll. This is to ascertain if there will be the need for a change of plan.

overcoming impediments of effective communication to national development

Table of contents
Chapter one
Introduction
Definition of basic concept
a. Communication
b. Impediment
c. Effective
d. Development
e. Overcoming
f. National

Chapter two
The concept of effective communication
The concept of national development
How effective communication contributes to national development
Chapter three
Impediments of effective communication to national development
Overcoming the impediment of effective communication to national development
Conclusion
references




Chapter one
INTRODUCTION
The role of effective communication cannot be underestimated as it can contribute to national development. It will not be wrong if I say the world will be stagnant without communication. Communication is as old as man itself and it is going to be very difficult for any nation to develop without effective communication.
We live in the world of information where the success of any project lies greatly on how effective your communication is when carrying out the project. As humans we must communicate for anything we do to be successful, we have to communicate effectively. Nations around the world are carrying out different kinds of developmental programmes and many has failed and also succeeded due to how effective the communication used was.
In the traditional African Society, communication fostered human development, created avenue for expression and exchange of ideas thus, leading to development at that level. The tools of communication, (ICTS), changes rapidly to suit the demands of the society in question. This has being able to happen of ICTS. The modern world now has modern means of communication so as to hasten development. This is why Micheal O. Ukonu and Joseph O. Wogu (2008) said that the era we are now is the “...age when new communication technologies are coming out at an alarming speed...”
Government of various nations are trying all forms of mechanism to achieve development and most of them are using ‘people’s participating style of development. According to UNDP in its human development report (1993) “people’s participation is becoming the central issues of our time” and participation requires communication. Development programmes can only realized their full potentials if knowledge and technology are shared effectively and if any of the people in the given nation are motivated and committed to achieve success. All these can only take place when there is the application of effective communication.
Most government developmental programmes have failed simply because communication was not given its full place. Effective communication is central to developmental programmes, take for instance, in the family when there is break down between the father and rest of the family, activities will slow down; when one is not informed, one is misinformed. Take for instance, there lots of human development programmes going on in Nigeria but the people the programmes are meant for are not really aware of it, thus, we should have so many failed programmes. Most times, effective communication is giving its full roles but some factors acted as an impediment factors to hinder the success of such programmes which are initiated for National development. Now, let look at the meaning of the basic words and their meaning.

DEFINATION OF BASIC TERMS
OVERCOMING: according to concise English dictionary (2007) this means to successfully deal with a problem. Looking at Encarta dictionary (2009), overcoming means to struggle successfully against a difficult or disadvantage. This is to say that, to overcome means to have success over something especially difficult things.
IMPEDIMENTS: this can be defined to mean a hindrance or obstruction or can be seen as something that hinders progress.
EFFECTIVE COMMUNICATION: this is when the transmitted content is received and understood by someone in the way it was intended. That’s to say that communication can only be effective if only what the message entails is understood and done.
NATIONAL DEVELOPMENT: according to wiki.answers.com, national development is the ability of a country or countries to improve the social welfare of the people e.g, by providing social amenities like quality education, potable water, transportation, infrastructure, medical care etc.

THE CONCEPT OF EFFECTIVE COMMUNICATION

Communication is a broad phenomenal and has received wide contribution from many scholars with lots of pedigree. Looking at the concept of effective communication, one must first understand what communication is all about, so, what is communication? According to Wikipedia definition of communication, communication is seen to be “activities of conveying meaningful information”. For one to be communicating, one must be carrying out some meaningful information with the intention of conveying it to other(s). Communication requires a sender, a message, and an intended recipient, although, the receiver need not to be present or aware of the senders intention to communicate at that time or the recipient maybe aware of it. Going further, Wikipedia dictionary.com defines it to mean “imparting or exchanging information or news”. It can also be defined as the verbal and non-verbal means of sharing and exchanging of information (www.answers.yourdictionary.com/language). Checking the definition giving by Encarta dictionary, communication is the “exchange of information between people” which can be inform of writing, speaking or any common signs and behaviour. Scientology, a field of communication studies, communication is seen as;
the shift of particles from one part of space to another part of space. A particle is the thing being communicated. It can be an object, a written message, a spoken word or an idea..... It’s the consideration and action of impelling an impulse or particle from source-point across a distance to receipt-point, with the intention of bringing into being at the receipt-point a duplication and understanding of that which emanated from the source-point.
From these definitions, one can be wondering what effective communication is all about. Looking at the various definitions giving above, one can deduce the fact that for communication to be effective, the message sent is understood and is actually carried out the way the sender wants it to be done. Going further to support my claim, “effective communication is a two-way process- sending the right message, that is also being correctly received and understood by the other person(s)” www.effective –communication.net . This is why must communication guru only believes that communication process is complete once the receiver has understood the message of the sender. Effective communication requires that transmitted content is received and understood by someone in the way it was intended. Effective communication doesn’t just happen by accident but it comes through thorough planning. Take for instance, if I ask Mr X to get me one cup of water and he went and got me the one cup of water, I have communicated effectively because he understood me and I did as I directed him to. Now that I have thrown light on the concept of effective communication, let understand what the concept of national development is all about.

THE CONCEPT OF NATIONAL DEVELOPMENT
National development has to do with national welfare where by the government of a given country provide for the citizens basic amenities that contributes to good and healthy living. From researches I have done online, I discovered that national development comes with national planning and must be accompanied with effective communication for it to be successful. Example of national development is the one that was carried out by the Irish government which ran by 2000 to2006. The plan was to develop the national infrastructure. The government is presently running another developmental project which is to from 2007 to 2013 and the project costs 70 million daily. (en.m.wikipedia.org/wiki/national-development-plan). Going further, from professional outlook, National development is the ability of a country or countries to improve the social welfare of the people eg by providing social amenities like quality education, portable water, transportation infrastructure, medical facilities etc. Another example of national development is the vision 2020 of federal Republic of Nigeria, the Tanzanian known as the Tanzanian development vision 2025.
National development is very important to nations and can help to create unity and stability in the any country. At this point, it will be necessary to look at how effective communication can contributes to national development.

EFFECTIVE COMMUNICATION AND NATIONAL DEVELOPMENT

One way to achieve national development is through good governance. This is because, any nation with good governance will initiate good developmental programmes that can develop a nation. My research is centered on good governance as a means to national development. As we all know, what is on board now is Information Communication Technologies (ICTS) and this has contributed to national development in most western world. This is because, all developmental projects initiated by the governments can be implemented successfully with the help of ICTs such as the internet, space technology, telephone, television, computer, cinema etc. For instance, when initiating workshop programmes where people will be trained on acquisition of specific skills, the information given to them at the venue can be compiled in a disc and flash drives and can be giving to the participants so they can easily consult them when they forget some of the training giving to them. In this regard, we talk about development communication which most communication and development scholars have argued in its favour as a major means to national development. This is what is known as development media theory, Joseph O. Wogu (2008). Development communication means making communication stand at the vanguard of development efforts. Development communication means orienting communication towards national, economic and social goals.
Developmental contents can be integrated in the national media and powered by interpersonal mode of communication so as to ensure that the developmental programmes are effective. Development communication encourages rural reporting and participatory system of development. This system has enhanced effective communication, no wonder, Development communication has further be defined as “a type of marketing and public opinion research that is used specifically to develop effective communication. en.m.wikipedia.org/wiki/Development_communication. When some developmental programmes are initiated, the target audience must be put into consideration before the planning the programme. It’s only when they are fully considered that communication can be effective thus, ensuring the success of the programme and also contributing to national development. When the audience are put into consideration, the government can now use what Michael O. Ukonu and Joseph O. Wogu (2008) refers to trado-modern communication system. This system can best work in Africa since the modern means of communication has not being fully utilized in the continent. This will be talked about more in the next chapter when treating on overcoming impediments of effective communication to national development but first, let look at the impediments to effective communication in national development.

CHAPTER THREE

IMPEDIMENTS TO EFFECTIVE COMMUNICATION IN NATIONAL DEVELOPMENT


No matter how good any developmental programme is, if it’s not backed by effective communication, it can’t achieve it mission. The truth of the matter is that impediments to effective communication are not inevitable, let look at some of these impediments;

Cultural impediment
People’s culture has one way or the other affected the effectiveness of communication which has surely affected national development. Cultures being the way people live their life, their belief, tradition, communication and so on. The totality of people’s way of life is known as culture. Take for instance, the recent youwin programme which was initiated by the federal government to empower youths in the country faced this cultural impediment. Some of the people in the northern part of the country will not expose women to the programme. Remember the meaning of effective communication which means that when a message is passed but was not acted as intended by the sender, the communication cannot be said to have been effective. Even when staffs are sent to these areas of the country to throw more lights on the programme, some of the beliefs in some parts of the country forbid women coming out to interact with men or strangers.

Language
This is one of the major impediments to effective communication for national development. Most times, people will not understand the intended programme due to the facts that they did not understand the language that was used to carry it out. Most times, English will be used for developmental programmes implementation and not everyone understands the language. This has caused many developmental projects to fail in Nigeria.

media strategic planning

UNIVERSITY OF NIGERIA, NSUKKA FIVE ¬- YEAR STRATEGIC PLAN ON INFORMATION ANDCOMMUNICATION TECHNOLOGY
2011-2015
BY

OKORO KINGSLEY UGONNA






INTRODUCTION
This strategic media relations plan for university of Nigeria Nsukka is directed towards the actual utilization of the ICT project available in the institution, its objectives and vision and was formulated using Frank. W. Jefkins public relations planning model. This model was chosen simply because of its straight nature and simplicity. The Frank W. Jefkins Model has the following as its basic steps:
A. Appreciation of situation
B. Identification of Objectives
C. Identifying publics
D. Choice of Media and technique
E. Budgeting
F. Evaluation









EXECUTIVE SUMMARY
The mission of University of Nigeria
Restoring the dignity of man
The vision of the University of Nigeria, Nsukka
Placing the University among the best Universities in the world














SITUATION ANALYSIS AND PROBLEM IDENTIFICATION
There is a rising rate of poor purposeful utilization of the ICT projects initiated by the vice chancellor of this university. This is rampant among students and staffs of this university.
OBJECTIVES
This 5 – year media relations strategic plan is with the aim of re – orienting the University of Nigeria primary and secondary audience on the actual purpose of the ICT projects. The case where students and staff of this institution poorly make use of the ICT project is in the increase. A visit to the institution Library reveals that students are always busy engaging in to fruitless activities, making them to deviate from the actual objectives of the ICT project. The students are seen browsing most of the time social network sites where they chat and upload pictures. Most of the Institution’s workers are also in line with the deviation from the actual purpose of the ICTS project as detected by my research. This plan is hereby made to proffer solution to the rising problem by re – orienting the targeted publics, there is no doubt that if the rising poor utilization of the project continues; the institution will not actualize her goals and objectives.
NATURE OF THE ICT PROJECT
The project was installed in the university with the help of MTN and Google and it’s the largest ICT infrastructure in Africa which also has free wireless capable technology installed in the institution, covering the four campuses of the University with the following aims: to attain excellence in-

A. research
B. Innovation
C. Human resource development and
D. Generation and dissemination of ideas
The deviation from the actual objectives of the ICT project is because the Institution primary audience are not fully aware of the objectives.
RESEARCH
The ICT was done according to the university’s vice chancellor so as to create enabling environments for research by both the students and staffs of the university. For the University to be a world class University, the students and members’ staff of the school must engage in researches.
INNOVATION
When researches are carried out by both the students and staff of the university, there can be innovation which will actually make the University to compete with other world class Universities.
HUMAN RESOURCE DEVELOPMENT
With the installation of the ICT project, the development of the university’s human resource is made easier.
GENERATION AND DISSEMINATION OF IDEAS
Students and Staff of the Institution should be able to use the technology expose to them to engage in to activities that will be fruitful by generating and disseminating useful ideas beneficiary to both the University and the country.
Several seminars have been held in the Institution with the regard to sensitizing the students and staff of the objectives and availability of the ICT project .This media relations strategic plan runs for five years (2011 – 2015) which will be with specific targets each year to be evaluated after the length.
Summary of the activities that will be taking place in the strategic media relations plan for the institution on yearly bases:
YEAR ACTIVITIES
Year1 (2011) Shifting from strategies to implementation, inauguration of committees selected base on ICT experience, deliberating on the agenda, submission of the strategic plan to the chosen media, seminars which will take place two times in each year with the invitation of well known ICT experts to sensitize the target audience on the objectives of the ICT project, media discussion headed by the media relations planner and his team on the plans and progress of the strategy done at the beginning and towards the end of the first year.
Year 2
(2012) Inclusion of ICT as a course in the General Studies Unit starting with the year’s beginners (year one students) to final year students to be run for a full session, encouraging research by establishing a research based department which over - sees the reward of students and lecturers who did meaningful research every year, the annual seminars and media discussions.
Year 3
(2013) Rewarding the outstanding students and lecturers based on their performances ICT classes and meaningful research, establishing a special training centre for lecturers and students who did well in the previous year in the field of ICT (advance training). Continuation of the media discussion with the visit to other media houses for the benefit of UNN secondary audience, the use of the first medium house will be retained for the benefit of the institution’s primary audience and continuation of the annual seminar lectures.
Year 4
(2014) Continuation of the previous year’s activities.
Year 5
(2015) A. Continuation of the previous activities with the inclusion of new activities if the need be.
B. taking a broad look at the lessons learned in terms of success and obstacles in implementing these activities.

THE TARGET PUBLICS
The target publics of this strategic media relations plan are the primary and secondary publics of the University of Nigeria, Nsukka. The primary publics being the students and staff of UNN and the extended publics like those that have indirect issues with UNN i.e other Universities both national and international, the parents and guidance of the Students of the Institution etc. This is because both publics are meant to know the objectives of the ICT projects, the situation of things and progress.
MEDIA CHOICE TECHNIGUES
The 5 – year media relations strategic plan will be appropriate on both the electronic and print media. This is because of the nature of the strategic plan which is purely academic and the nature of the target audience who are mostly educated. The technique will be press release for the print media and granting of interview for the print media (radio station)


BROADCAST MEDIA
The use of the Institution’s radio station known as Lion FM is very important so as to reach out to the primary audience very well. The students and staffs of the Institution in most cases are the audience of Lion FM before any other radio station and the Station will be easy in terms of accessibility and cost effective. The use of radio Nigeria nationwide as also another channel of communicating to the publics especially the secondary publics is very necessary. This is because the Institution radio station can’t reach most of the secondary publics.
PRINT MEDIA
The use of the various department magazines which is published yearly or quarterly is very, for instance the Records newspaper of the department of Mass communication, this is because, the medium can capture the interest of the students as well as the staff of the institution. This will be added with the use of any major national news papers for the communication with the secondary publics.
BUDGETING
A. The first phase of the strategic plan (which involved research) will cost 2% of the annual budget of the Institution’s PR department.
B. The second phase which involves the objectives and means to carry them out will cost 12% of the annual budget of the institution PR department (UNN).
C. The third phase will cost 1% of UNN PR annual budget ( identifying the publics)
D. The fourth phase which involves media choice and techniques will cost 10% of UNN annul PR budget.
E. The evaluation phase will cost 9% of UNN PR department annual budget.
This means that sum of 1.2 million naira will be needed for this plan.
EVALUATION
The assessment of the whole Media Relations strategic plan will be done under two methods;
A. The use of the electronic media i.e. the radio medium, both the Institution’s radio station and the radio Nigeria nationwide station
B. Caring out an opinion poll. This is to ascertain if there will be the need for a change of plan.

MEDIA, SOCIETY AND CULTURE

PREFACE
The issue on ground is the issue of the Society, Media and Culture, these are three important concepts essential for human development any time. No wonder developing countries keep are always complaining the rate of Media influence and also cultural influence from the developed countries, claiming that the imperialism on their culture and media is affecting their society negatively, according to the various scholars’ opinions; the issue has led to under development of the 3rd world societies, but why?
This term paper will try to find out the influence the three concepts have on each other and why they cannot be separated from each other. The term paper is divided in to four chapters explaining vividly the three concepts and their relationship.
....................................................................................

CHAPTER ONE
Introduction
The fact is that mass media, Culture and Society interact, this is because one cannot separate one from the others, the mass media is very important to both the society and the culture found among the inhabitant of the society, no wonder Wogu, Joseph O. States that Mass communication is considered to be both societal and a cultural phenomenon (Wogu, Joseph O. 2009).
There is no doubt that the Society, Mass Media and Culture influence each other. The Society in which the Media finds itself matters a lot, this no doubt goes a long way to determine the level of freedom which the Media enjoys to fulfil responsibility in the Society. At this point, it’s paramount to define the meaning of the three terms: Media, Society and Culture.
MEDIA: this can refer to tools used to store and deliver information or data (Wikipedia 2009). This means those channels that are used to disseminate information to the people.
SOCIETY: a large social grouping that shares the same geographical or virtual territory, subject to the same political authority and dominant cultural expectations (Wikipedia 2009) this implies that the people found in that density are related or are bound together by certain characteristics.
CULTURE: according to Alfred Kroeber and Clyde Kluckhohn (1952) culture is seen as the set of shared attitudes, values, goals, and practices that characterizes an institution, organization or group. This is to say that culture is a common attribute of a particular human race.

CHAPTER TWO
MEDIA: this refers collectively to all media technologies, including internet, television, radio, newspaper, magazine, which are used for communication (mass) and to the organization which controls these technologies. The media has key role in political power since 1950s, this is because of the ability of the media to generate public opinion and also disseminate it. Classifying the media is done under two categories: the print and Electronic Media, some scholars have added another broad base classification known as New Media (Church S. Apkan 2011). The new Media spearheaded by internet and the computer has brought in several changes to the world of communication. It has been observed by scholars that the Media environment has undergone major changes; this is due to technological development, Media convergence, and globalization. Through the setting of guidelines from the media, the public can access a wide choice of channels for environment or knowledge. At the same time, guidelines help to ensure that the young ones don’t have the access to undesirable materials. Media classification can be done in this manner according to Media Development Authority (2011):
Films and Videos

Video Games

Arts Entertainment

Television and Radio

Publication and Audio Materials
All these various Media have one form of superb effects or the other on the individuals’ culture and society at large. Classification can vary base on the person class
SOCIETY: a large social grouping that shares the same geographical or virtual territory, subject to the same political authority and dominant cultural expectations (Wikipedia 2009) this implies that the people found in the density are related or are bound together by certain characteristics. It can also be seen as a group of people related to each other through persistent relations. Society is also understood to be a large social grouping that shares the same geographical or virtual territory, subject to the same political authority and dominant cultural expectations (Wikipedia 2011). The term Society is came from the Latin word societas, which in turn was derived from the noun socius, thus used to describe interaction or bound among parties that are friendly or at least civil. Human society has to do with distinctive a social relation that guides the individual as he relates with the other individuals. A given society may be described as the sum of the relationships and association that exists among its members. Society is a collaborative means through achieving individual goals, this means that individual members cannot actualize goals alone, there is the need to co – operate with other aspects of the social institutions so as to achieve both individual and societal goals. Going further, society is an economic, social and industrial infrastructure made up of varied individuals. Society can comprise of different people bound together by common identity: language, custom, tradition, culture etc. According to Atronpologists, the different types of human society identified are normadic, agricultural, industrial, post industrial, hunter – gathering, pastoral societies, the fact still remain that the industrial and post industrial society is qualitatively different from traditional society. The industrial and post industrial societies are the civilized societies.

CULTURE
Culture according to, Alfred Kroeber and Clyde Kluckhohn (1952) is seen as the set of shared attitudes, values, goals, and practices that characterizes an institution, organization or group. This is to say that culture is a common attribute of a particular human race which is essential for their identity and respect. According to Carey 1975 Culture is essential ingredient of communication or the society. Culture is symbolic, collectively shared, systematically patterned, dynamically continued and communicable, it’s essential in people, things and practices. Culture can be seen as the totality of the ways man relates with materials and beings that lie above, around and beneath him and it’s the sum total ways man has adopted in achievement of all form of creativity.
With these, it’s clear that culture is all about the human way of life and the background of his actions (his here stands for both male and female), this is because when a person wants to ask or inquire about a particular set of people, the person will have to know about the culture of the people. This understanding of the people is done using cultural rudiment. No wonder Nwosu advanced this common understanding of culture as quoted in Jumoke Oloidi 2011:
The Gamut of the knowledge, beliefs customs,
Traditions and skills that are available to the members
Of the society {...}. They are designs, prescriptions and
Responses which are deliberately fashioned to guide all
Aspects of a people’s life.
According to Nwoso, culture actually guide all aspect of human life and has to do with arts, and artefacts, tradition, custom, behaviour and language in the widest sense of it. Culture is a transferable concept which sees the light of generations to come.

CHAPTER THREE
How Media Society and Culture influences each other
THE SOCIETY AND THE MEDIA
No media can supersede the level of the society it’s finds its self. The influence each of these terms (Media Society and Culture) has upon each other is great, to the extent that none could be separated from others. The level or the level of advancement a society is influences the media. Since the society is organized by the different institutions which major aims are to work for the continuation in terms of existence of the society. The government in power in any society makes law that regulates the other institutions and the Society in general, in this case, the society influences the media since no media can exist without the back – up of the rationale law. A society that finds itself under autocratic leadership will surely affect the media in one way or the other. Quote me anywhere, the Media performs in the same level with society because the media is a part of the society. The Media only gives out what it’s sees from the society it’s found its self, even the information which is the primary responsibility of the use of Media as a channel to disseminate information is meant for the society in which the Media operates, the society is important to the Media and the information carried out by the Media to the mass is consumed more by the members of the immediate society. When the society is in anarchy, the operational system of the Media changes, when the society is in sporting activities, the operational pattern of the media in that society changes to suit the latest development of the society. Going further to proof my observation, it’s obvious that a society that is under democratic operation has a very different Media compare to the communist society.
Furthermore, it has been observed by scholars that the media actually influences the society, this is what is used by different scholars to prepare a mass communication theory which is been studied by audience in the society, no wonder the media are seen as the agenda setters, which influences the people,( Wogu Joseph). Since the Media influences the culture and the culture is an embedment of the Society, it won’t be wrong to assert that the media plays an important role in the society. Arguments about what Culture is, if it can be defined as any one thing, have been central to the discussion of the role and influence of the media in society,
The media are certainly the most influential mediators, representers and purveyors of values, beliefs and social practices within society. They produce "our" collective identity; they reflect or reproduce "our" sense of collective national identity, speaking for society as a whole. http://www.newi.ac.uk/medwyn/medwyn.html
The television for instance has the largest amount of the contents the society watches and the time they watch it. This is no doubt is a very high degree of influence on the society.
THE MEDIA AND CULTURE
The fact is that the issue that has to do with the role of the media in socialization has a connection with the culture of the people; this is because the Media is the major contributor of Culture in the society. The argument on the role or the influence of the Media on culture is usually directed towards the issue of the ‘mass culture’ for ‘mass audience’ as against ‘serious culture’ for ‘discriminating audience’; source: http://www.newi.ac.uk/medwyn/medwyn.html.
The fact is that the media will either give to the people the Culture they ‘want’ or the Culture they ‘deserve’ the Media directs, reflect or create popular taste or value. The fact is that the Culture of any given society must from time to time go under modification to suit modernization, the question now is who directs the pace of modernization today, and we have modern society because we have modern Media – New Media (Apkan 2011). This fact can be portrayed using the Cultural Norms theory under mass communication. People tend to react easily to what they see in the Television, to what they hear from the Radio and what they read from print media. This claim can be proofed base on what is happening in the global realm in the name of Globalization where we are faced with global culture as a result of powerful Media used by the advanced countries of the West; this is what Ukonu Micheal calls Cultural imperialism (Ukonu Micheal 2008). Attributes of cultures such as clothes, language, songs, food, custom, tradition, game etc can be seen in the outputs of the Media contents which influences the culture that is under subject or attack, this is more actualisable using Media such as television, Film, the internet etc. The fact that majority of Nigerian citizens speaks using American style is simply because they are over whelmed by what they see from the Media of broadcast, we now dress like them, eat their food, speak their language and even adopt their style of behaviour and judgement, all because of the Media showcased it with emphases – Cultural norms theory (Wogu O. Joseph 2008)
Those cultural attributes that refuse to be subjected tends to influence the Media in return. This is why some countries don’t permit certain Media contents, in as much as everyone claims to be in the modern era spearheaded by globalization, some countries can never watch some of their cultural values to be influenced, this makes such countries to censor some contents so as to protect their culture. In this case, the Media is influenced by the Culture and has (Media) to be used under the cultural contents and attributes of the society that wears the culture (personal observation). This is why China will continue to close down websites and television stations that portray contents contrarily to their culture (www.bbc.co.uk/news/world-asia-pacific) according to this source, Chinese government shutdown 1.3 million websites in 2010. The Chinese government knows that there can never be a better source of Cultural Imperialism except through Media imperialism. This is to show the rate at which both terms influences each other, no wonder most government don’t joke with censorship because of the influential role of the Media in the Culture.
CULTURE AND SOCIETY
Culture influences the society one finds himself, this is because the society is as a result of the culture in practise, it’s the culture that gives the society an identity and dignity, no wonder when any society’s culture is being influenced by another culture its comes under serious agitation and criticism and every method would be adopted to stop the influence, this influence by a culture on another culture is known as cultural imperialism by scholars (Ukonu Micheal 2008). This explanation of culture is supported by the definition of culture as sourced from: http://www.newi.ac.uk/medwyn/medwyn.html
A Culture is the expression and representation of a society's "whole way of life", its customs, rituals, artefacts, patterns of economic and social relationships, as part of a total or collective society. This anthropological approach to cultures does not take full account of marginalised, heterogeneous and "underground" forms of cultural practice and expression: "the" French culture; ancient Egyptian culture.
A society is identified base on its culture and the more the influential a culture is on another culture the more dignity that influential culture will get e.g. American cultural influence. It cannot be taking away from society base on its influence on culture, for instance, when a society is undergoing any form of advancement, the culture will not be left behind, the culture needs to restructure itself so as to suit the modern issue. Day by day, societies transform and the culture which the people identify themselves with must shield off certain values which appears to be uncivilized by the members of the society. For instance, there was a time when killing of twins was a tradition on the part of some Nigerians but when the killing was actually put to an end, the society started transformation to meet up with the global development, the culture of the people was influenced and the culture has to dance to it or may go under extinction, (personal observation).
CHAPTER FOUR
THE MEDIA, THE SOCIETY AND THE CULTURE
The importance of the facts findings on these three important concepts is relevant to the benefit of all, especially the three basic concepts – the media, society and culture. This in return will result to development of the sectors of the country. The media is an agent of development, a sustainer of the culture and a medium through which peace can be achieved in the society, the culture gives the society its identity and dignity, the society is the coverer of the two, without the society, the other two and off course other societal institutions will not exist. The society that is why the other two exist and they both exist for the society, no wonder; the media of any society cannot surpass the level of advancement attained by the society they operate. This is where the theory of functionalism comes in to place – where each institution functions separately but connected for the benefit of the society. The media as a social institution functions to keep continuity of the society.
Conclusion
It’s vivid at this point the facts that the Media, Society and the Culture all exhibit one form of influence on each other base on the research carried out by scholars and my personal observation, hope I’m quotable. None can override the other but are all essential for national development. The why is because they cannot be separated.
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REFERENCES
WOGU, JOSEPH O. INTRODUCTION TO MASS COMMUNICATION THEORIES,PUBLISHED BY UNIVERSITY OF NIGERIA PRESS LIMITED, ENUGU, NIGERIA. 2008
ISIDORE E. EYO. DETERMINANT OF BEHAVOUR PUBLISHED BY AP EXPRESS PUBLISHERS LIMITED, NSUKKA NIGERIA. 2003
CHURCH S. AKPAN, FILM PHILOSOPHY AND PRACTICE. PUBLISHED BY REK BOOKS 2009, NSUKKA, NIGERIA.
JUMOKE F. OLOIDI, NIGERIAN PEOPLES CULTURES AND DEVELOPMENT PUBLISHED BY EBENEZER PRODUCTIONS NIG. LTD, ENUGU NIGERIA 2011
CHURCH S. AKPAN THE PILLARS OF BROADCASTING PUBLISHED BY COMMUNICATION STUDIES FORUM (CSF), NSUKKA NIGERIA AND VISUAL IMPRESSION ABA NIGERIA 2006