Agricultural Extension Messages to Local Farmers for Enhanced Productivity through Orature: Prospects and Constraints

Authors

Abstract

This study critically examined the uses of public relations in the management of healthcare institutions in Nigeria, with specific focus on Benue State University Teaching Hospital, Makurdi. Despite the growing recognition of public relations as a strategic management function in contemporary organisations, its application in Nigerian healthcare institutions remains inadequately investigated. The study adopted a qualitative case study design, utilising Focus Group Discussions as the instrument of data collection. Twenty staff members of the Information Unit of the hospital constituted the population, and census sampling technique was employed to include all twenty respondents, who were divided into four groups of five participants each. Data were analysed thematically. The findings revealed that public relations use at the hospital helped in managing internal and external publics through crisis communication management, effective management of communication programmes, publicity of institutional responses to health issues, and creation of awareness on health-related matters. The study further found that the impact of public relations use in the management of the hospital included conducting formal and informal research surveys to determine public opinion and attitudes as a basis for planning and action, as well as creating awareness of the unique services of the healthcare institution. The study concluded that there is a high level of public relations use at Benue State University Teaching Hospital, Makurdi, and that public relations exerts a significant impact on the management of the institution. The study recommended that public relations experts should be fully involved in healthcare delivery, that the public relations unit should be adequately funded, and that similar studies should be expanded to cover more healthcare organisations for better generalisation.

Keywords

Public relations, Hospital management, Healthcare institutions, Strategic communication, Nigeria

DOI

10.0000/wijamssae.v1i3.agricultural-extension-messages-to-local-farmers-f

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