Abstract
This
study explores the Niger Delta conflict through a focus on public relations
(PR). It provides new insights into the nature of PR practices of government
and oil companies in the region and their consequences for efforts to secure
effective conflict resolution. The research draws its explanatory insights from
a range of theoretical work in the disciplines of PR, communication, and
sociology, built primarily around Excellence Theory which illuminates and
advocates the two-way symmetrical model of interaction. Methodologically, the
research utilizes stratified random and cluster sampling in conducting a survey
of 400 respondents. The project also undertakes focus group research with 30
participants from three selected Niger Delta states. This thesis argues that
that the PR of the government and oil companies have been underpinned by
outmoded models of PR practice that do not represent the collective interest of
the strategic stakeholders in Niger Delta oil wealth. These practices do not
support effective peace building and conflict processes. The explanatory model
of this thesis points to a necessary adjustment in government and oil company
PR practices in line with two-way symmetrical theory which takes account of the
interests of all Niger Delta oil resource stakeholders on an equitable basis.
Chapter
One
Introduction
1.1
BACKGROUND TO THE STUDY
Public relations were not generally a full-time
profession until after the first world war-1914-1918. The first practitioners
were the press agents of the 1900’s. During that period, public relations was
not recognized as a public relation were restricted to publicity and commercial
notices (Thompson 2003:39). A change in the traditional public relations
practices came first in the united states when IVY L. Lee, a journalist was
hired in 1906 as a publicity adviser to a private industrial establishment (a
group of anthracite operators) for image creation improved worker’s attitude
and improved cooperate and competitive policy formulation with the aim of
achieving the organization’s goals. (Benton 1974:285) Public relations become
recognized as a management function. The emergence of public relations as a
management function led to further improvement on public relations tolls
like public opinion, publicity, advertising propaganda press
release conference etc. government agencies began to hire experienced
people for publicity function in the 1920’s during that period further
development of public relation’s practices was achieve public relations is the
art and science of achieving harmony with the environment through mutual
understanding based on truth and full information (black 1989:210). This
means that public relations is a distinctive management function which helps in
establishing and maintaining mutual lines of communication, understanding
acceptance and cooperation between an organization and its public. As a
management function, public relations play a vital role in formulation
of competitive business strategies such as cooperate planning
research marketing information and other form of business intelligence geared
towards the realization of the organizations goals. (Gruing 1994:33) Organization
public relations management and policy formulation came after the world war 11
(1938-1945) particularly in west Europe. After the war organized public
relations penetrated into Asia, Africa and Latin America through
colonialism. The British West African public service for instance had the
public relations department in 1945. (Omeokwe 1997:33) Government public
relations department performs various management functions. These include
evaluation public attitude identification and formulation of policies and
procedure for community government relations planning and execution of
programmes and actions to earn public understanding and acceptance and the use
of information to influence public opinion. Social responsibility was seen by
the government as a unique way of promoting peace and order in communities with
natural resources. This gave rise to derivation principle after
1945. The government also adopted to use of corporate social
responsibility to enhance harmony and goodwill in communities hosting
multi-national oil companies like the shell-BP (Amu 1998:12) Over
the years there have been reported cases of arms conflict, oil pipeline
vandalization attack on multinational oil companies and their expatriate staff
some of who are either held hostage or killed in controversial circumstance and
agitation for improve standard of living of the oil producing states the Niger
Delta. The has led to intervention by the federal government the oil
producing companies’ international quarters and the public on ways to solving
the crisis in the Niger Delta through public relations approach.The focus of this study therefore is
to investigate the role of public relations in the management of crisis in the
oil producing areas of Nigeria using the Niger Delta development commission
(NDDC) as a case study.
1.2 STATEMENT
OF THE PROBLEM
The
prevalence of crisis in the Niger Delta indicates that an adequate public
relations approach has not been given to the area in the management of the
crisis. Corporate social responsibility and community relations are necessary
elements of harmonious co-existence. The Niger Delta constitutes a unique
region in the development process of Nigeria because 99 present of the oil
economy are produced in the area. That notwithstanding, the area is
characterized by pervasive poverty and environment degradation with lack of
intrinsic development stagnation in agricultural productivity and other areas.
It
appears that the government and the multi- national oil companies do not
adequately discharge their social obligations to the Nigeria Delta. A
proper assessment not analysis of the social and economic need of the oil
producing communities of the Niger Delta using public relations approach has
become necessary. Presently, the environment and ecological problems of the
Niger Delta emanating from oil exploration and exploitation is enormous.
Inadequate attention to these problems by the government and the multi-national
oil companies operating in the Niger Delta can cause social tensions between
the local communities and oil companies on one hand and with the state and
federal government on the other.
The
youths out of frustration and indignation takes to violent actions. This in
turn lead to general deterioration of both political and social cohesion in the
region. The military adopted an adhoc measure in addressing the problems in the
Niger Delta by setting up the presidential task force under general Sani Abacha
regime and later the oil mineral producing areas development
commission (OMPADEC) by general Abdusalami Abubakar. The adhoc
commission did not live up to their expectation necessitating the emergence of
Niger Delta development commission (NDDC). Since the establishment of the Niger
Delta development commission in 1999, the crisis in the Niger Delta has
intensified. The Egbosu, Movement for the Survival of Ogoni People (MOSOP); the
Warri youth’s movement, Dokubo militant group among others have continued to
unleash violent attacks on multi- national oil companies and oil pipeline vandalisation
in the Niger Delta. The focus of this study therefore, is to investigate the
role of public relations in the management of the crisis in the Niger Delta
using the NDDC as a case study.
1.3 OBJECTIVES
OF THE STUDY
The
major objective of the study is to investigate the role of public relations in
the management of the crisis in the Niger Delta.
1.3.1 Research Aim
The aim of the research
is to evaluate the nature of public relations processes and outcome as they affect
the strategic stakeholders to the oil related resource in the Niger Delta in
order to establish how they have supported the direction of peaceful
co-existence or otherwise on long term basis.
1.3.2 Research Objectives
As
previously indicated, the study intends to examine the type of public relations
practice of the government and the oil companies in the oil producing areas in
order to ascertain if it has any capacity that can contribute to the peace
building process in the region. This study adapts the PR guidelines of the
Institute of Public relations for measuring relationship in this context as
indicated below which means this study shall attempt:
1.
To establish the nature of public relations, practice the government and the
oil companies
have
carried out in relation to the oil rich communities in the Niger Delta.
2.
To ascertain the level of contribution the nature of public relations practice
has made
towards
a long term peace building process in the oil producing areas.
3.
To confirm if any relationship exists between the nature of public relations
practice of the
government
and oil companies and the excellence theory in the context of oil resource in
the
Niger Delta.
4.
To proffer some recommendations that support paradigm shift towards an improved
nature
of
public relations practice in the Niger Delta which in turn has the capacity for
evolving a
stable
and peaceful environment.
1.4 RESEARCH QUESTIONS
The
following research questions were formulated by the researcher to serve as a
guide to the study:
1) What
role do public relations play in the management of the conflict in the Niger
Delta region?
2) What
are the causes of the conflict in the Niger Delta region?
3) Do
the government and oil companies have any social and development obligations to
the Niger Delta?
4) What
public relations tools are used in the management of the conflict in the Niger
Delta region?
5) How
can the conflict in the Niger Delta be reduced?
1.5 SIGNIFICANCE
OF THE STUDY
The
study is relevant in the following directions:
1) The
study paints a vivid picture of the role of public relations in the management
of conflict. Those who hold management positions in both private and
public establishments are some of the beneficiaries of the study.
2) The
study show how neglect emanating from environmental degradation and ecological
problems can causes conflict in the Niger Delta. Environment agencies
therefore stand to benefit from the findings of the study
3) The
study as a veritable instrument of research material in the hands of subsequent
researcher carrying out a study on the major and sub-themes of the study.
4) Public
relations practitioners and scholars will also benefit from study in that it
contains the management of conflicts using public relations tools
5) Government
and multi-national oil companies will as well benefit from the study because it
shows how planned development projects in the Niger Delta can reduce conflicts
between the host communities and the oil companies in one hand and the
government on the other.
6) This
study also contains suggestion that could reduce the degree of conflict between
the contestants in the Niger Delta.
1.6 SCOPE
OF THE STUDY
The
study is restricted to the role of public relations in the management of
conflict in the Niger Delta region between 1999 to 2005, using the Niger Delta
development commission (NDDC) as a case study.
1.7 LIMIATIONS
OF THE STUDY
During
the research work many problems stemmed up in which some of them are:
FINANCIAL
CONSTRAINT: As a student there was not enough
capital to spend in transport and fact finding and borrowing of necessary
literature that would have helped in the writing of this research work.
TIME
CONSTRAINT: The time specified for the
completion and submission of the project is considered inadequate by the
researcher.
ACADEMIC
WORK-LOAD: The study coincided with the period the
researcher was preparing for higher national diploma (HND) examinations.
MANAGEMENT
CONSTRAINT: The respondent oil not co-operate
as was expected. The staff were reluctant in answering some of the
questions asked.
All
these problems notwithstanding the researcher still made a concerted effort in
giving the work a good attempt
1.8 DEFINITION
OF TERMS
The
technical terms used in this study are defined here for proper understanding of
their meanings and applications in the study.
PUBLIC
RELATIONS: As
used in this study means a management function which helps to establish and
maintain mutual line of communication understanding and cooperation between the
Niger Delta and the government and the multi-national oil companies operates in
the region.
TOOLS: With
particular reference to their study means public opinion inter-personal.
Communication between the Niger Delta and the government as well as with the
oil companies. Tools includes propaganda advertising conference
periodical films and special events organized in the Niger Delta as a means of
information educating sensitizing and pleasing with the Niger Delta militant
groups to cooperate with the government.
CONFLICY: Means
disagreement tussle violent demonstration among contestants.
It
also man’s physical fighting killings thug grey pipeline vandalization
attacks on multi-national oil companies in the Niger Delta. Conflict also man’s
violent agitation against neglect and marginalization.
NIGER
DELTA: Means the central southern part of
Nigeria measuring 70,000 km forming the crude oil belt of Nigeria. Nigeria
Delta includes Abia, Akwa-Ibom, Beyalsa Cross Rive, Delta, Edo Imo, Ondo and River
States.
NIGER
DELTA DEVELOPMENT COMMSSION (NDDC)
A
commission set up by the federal government of Nigeria in 1999 for creating an
enabling environment for the development of the Nigeria Delta region
MANAGEMENT: Conflict
resolution using public relations approach.