TABLE OF CONTENTS
Title
page————————————————————————————- i
Approval
————————————————————————————- ii
Certification———————————————————————————- iii
Dedication———————————————————————————— iv
Acknowledgement—————————————————————————
v
Table of
contents—————————————————————————– vi
List of
tables——————————————————————————— ix
Abstract————————————————————————————– x
CHAPTER ONE: INTRODUCTION
Background
of the study————————————————————— 1
Statement
of the problem————————————————————– 16
Purpose
of the study——————————————————————- 17
Research
questions——————————————————————— 18
Significance
of the study————————————————————— 19
Scope of
the study——————————————————————— 19
CHAPTER TWO: LITERATURE REVIEW
Conceptual Framework———————————————————– 21
Concept
of Public Relations——————————————————— 21
Concept
of University Libraries—————————————————— 27
Service Delivery in the University Libraries———————————- 32
Skills
required for effective public relations activities in the university libraries———— 34
Challenges of public relations practices in university libraries———- 37
Strategies
for enhancing effective public relations in the university libraries—————- 39
Theoretical framework ——————————————– 44
Review of Related Empirical Studies ———————————- 47
Summary of Literature Review——————————————- 53
CHAPTER THREE: RESEARCH METHODOLOGY
Design
of the Study—————————————————————— 55
Area of
the Study——————————————————————– 55
Population
of the Study————————————————————– 56
Sample
and Sampling Technique—————————————————– 56
Instrument
for Data Collection—————————————————— 57
Validation
of the Instrument ——————————————————– 58
Method
of Data Collection ———————————————————- 58
Method
of Data Analysis———————————————————— 59
CHAPTER FOUR: RESULTS——————————————————– 60
Summary
of major findings—————————————————————— 71
CHAPTER FIVE: DISCUSSION, RECOMMENDATION AND
CONCLUSION
Discussion
of Findings——————————————————————- 72
Implication
of the study—————————————————————— 74
Recommendations———————————————————————— 75
Limitations
of the study—————————————————————— 76
Suggestions
for further study———————————————————— 76
Conclusion——————————————————————————- 76
References—————————————————————————— 78
Appendixes————————————————————————- 84
Appendix I: Area of the study————————————————- 84
Appendix II: Group of universities in
north central Nigeria based on ownership———— 85
Appendix
III: Population
of the study—————————————————— 86
Appendix IV: Distribution of samples in
three (3) university libraries
North Central Nigeria.——————————————————— 87
Appendix V: Questionnaire for professional librarians and students——- 89
Appendix VI: Interview schedule on influence of public relations activities for enhancing service delivery in university libraries in north central Nigeria.———————————- 94
LISTS OF TABLES
Table
1. Public relations activities used for service delivery———————— 61
2.
Contributions of public relations in to service delivery in university
libraries————- 63
3. Skills possessed by librarians for effective public relations—————— 65
4. Challenges/problems of public relations——————————- 67
5. Strategies for enhancing effective public relations activities—————— 69
ABSTRACT
This study discusses the use of public relations in
university libraries in North Central Nigeria. The very sensitive position the
university libraries occupy in the society as agents of educational
emancipation. It takes a look at the Public and the indispensability of public
relations activities in university libraries, public relations are geared
towards better service delivery and increased patronage. Ways the library
services could be rendered effectively to the library users through a well
organized Public Relations programme are discussed. The aim of this study was to
examine the influence of public relations for enhancing service delivery in
university libraries. Specifically, five purposes and research questions guided
the study. Related literature was reviewed under conceptual framework, related
theories and empirical studies. The study adopted descriptive survey and was
carried out in North Central Nigeria; it has population of 36 librarians and
146 library users from three out of the18 university libraries in the zone
namely: Federal university Lokoja (FUL), Benue State University (BSU), Landmark
University (LU), the universities in the area were grouped into strata based on
ownership. One university was selected across each of the strata. Proportionate
random sampling technique was used to draw 30% of the users while the entire
librarians were selected for the study. The instruments for data collection
include: structured questionnaire which were meant for the librarians and
library users. One hundred and eighty two copies of questionnaire were
distributed, filled and returned, giving a return rate of 100%. The
questionnaire contains 60 items based on research questions and was used to
obtain data from the respondents for the study. Also, a 5 item interview
question was used along with the structured questionnaire to gather the view of
the heads of public section division from each of the universities studied. The
findings of the study show that university libraries studied engage in public
relations activities which enhance service delivery. The result of the
interview also showed that assistance to users, friendly interactions; regular
communications with users among others were used. Respondents agreed that,
improved library image and job performance, increased library patronage and the
use of library materials , helping in gaining parent institution support are
the contribution of public relations in enhancing service delivery. It was also
revealed that skills possessed for effective public relations include:
interpersonal skills, computer literacy, information management, listening
skill, questioning and evaluation skill and organizing skill among others.
Also, study showed that users negative attitude to librarians, librarians
negative attitudes to service, management negative attitudes to public
relations, lack of fund among others are challenges of effective public
relations. The study revealed that, distribution of newsletter, messaging
available information resources through social media, managing the flow of information between the library and the users,
Responsive and continuous communication between the library and the users,
using users orientation as strategy among others are required strategies.
CHAPTER ONE
INTRODUCTION
Background of the Study
The university library is an essential component of the modern university and survival requires demonstrating its value in new ways, embodied itself deeper into the university’s core functions of teaching, learning and research. University libraries are academic institutions established for the purpose of high level and universal teaching, learning and research for the development of society and to extensively influence the students’ critical and creative thinking for lifelong learning.
A university library as observed by
Ifijeh (2010), is a part of university set up and that it exists to serve the
objectives of the parent institution. In line with this, Kumar (2006) maintains
that, a university should be able to carry out the following functions:
research, publication, conservation of knowledge and ideas, and extension
services. According to him, the university library’s collections, organization,
and services are geared, towards meeting the research and academic needs of the
members of its community.
However,
libraries are set up mainly to pursue and support the objectives of the
universities such as promoting teaching, learning and research. Due to the
nature of clientele available in the university community, the library is
regarded as the heart of the intellectual life of the university while its
quality (university) is measured largely by the quality of its library due to
its unique role. Therefore, it is important to note here that, the university
library is critical to productivity in the university. In order to achieve the
academic objectives of the institution, it becomes imperative for the library
to acquire relevant information materials and make them available to user
community when needed.
The
primary mission of university libraries is to offer students, faculty and
academic staff the collections and services required to meet their academic
needs. In line with this, Gilchrist and Joseph (2010) posit the mission of the
university library is to assume an active role in the development of the
community’s human resources by implementing fully the concept of a
teaching/learning. That the library aims to fulfill the mission of developing
an organized collection of materials and equipment and providing access to
other resources which best satisfy the present and future needs of the
university relating to its teaching, research and community service
responsibilities, encouraging the facilitating self directed and long life-long
learning through the development of instructional programs and services that
emphasize problem solving, critical thinking and investigative skills, and
provide distinctive programs and services designed to meet the intellectual and
cultural needs of an information based society.
According to Ogbonna (2009), the primary objectives of
university library is to aid the university in carrying out its academic
programmes. That is, its function is to satisfy the institutional teaching,
study and research objectives. Meanwhile the excellence of university library
is determined by the extent to which it supports its institutions objectives.
The university goes at length to provide all forms of human
records in all fields of knowledge needed by members of the academic community
for the pursuit of academic programmes such as teaching, study and research. Guskin
and Marcy (2000) while describing the vision of the university libraries note
that the university libraries are strategic asset for the universities in
providing intellectual leadership and extraordinary experiences towards the
advancement of knowledge while the mission of the university librarians is to
inspire learning and discovery through information resources, collaboration and
expertise.
In line
with this, Achebe (2008) also highlights that the major role of academic
library is to serve the reading and research interests of
freshman/undergraduates, lecturers and graduates of the campuses. Aguolu and
Aguolu (2002) emphasize that, execution of library roles is dependent on librarians;
because they perceive the services they should render to achieve the objectives
of the parent organizations, of which libraries are part. They further
buttressed that library service is considered satisfactory not only when the
users’ expectations are congruent or synchronized with the role perceptions of
the librarians but also with when the library users’ expectations are actually
being fulfilled. A university library for example, cannot fulfill its role and
carry out its responsibilities effectively if its institutional authorities fail
to provide it with adequate funds, personnel and physical facilities and if
librarians cannot collaborate with the teaching staff in building up the
library collection and in orienting students’ interest to effective library
use. University libraries must wakeup to the need for increased understanding
and support.
Therefore,
to properly support the university in its venture of teaching, learning and
research, the library advances certain services which include teaching;
research; publication; conservation of knowledge and ideas and extension
services. In order to fulfill their
mission of supporting the educational objectives of their parent bodies,
according to Ogunsola (2004), university libraries carry out the following
functions such as – selection and acquisition of learning resources
(cataloguing and classification); Reference and information services;
documentation and bibliographic services; user education programmes including
readers’ advisory service; Orientation courses and lectures, Research support;
Consultancy services; and Administration and management.
The
services carried out by university libraries are geared towards achieving the
objectives mentioned earlier as follows-: Reader services, Security services,
Reference services, Selective dissemination of information, Literature search
for research, Issuance of referral letters to users visiting other libraries,
information brokering and inter-library loan, and technical services.
Services
as used in this study refer to various services that exist or available in the
libraries for users. That is, all services librarians give or render to users
at any point of their needs in the library. Service delivery in university
libraries therefore means making available information resources in the library
for use by users at the time of their needs. Abubakar (2007) opines that, the
availability of information resources in library is therefore an indication of
the quality of teaching and learning present in the university. Service
delivery is a means put in place to ensure that functions/activities carried
out by university libraries are transmitted by the librarians to the library
users.
Similarly, Ogbonna (2002) gave the following
specific services of university library to users. These includes: providing the
information needs of the university community; providing reference materials
for all levels of readers; providing lending services appropriate to different
types of users; providing enabling reading
environment in useful variety of location; providing adequate
environment for recreational reading for self development; planning for
security of the information resources in the library; maintaining inter-library
cooperation with other libraries; providing specialized information services
such as selective dissemination of information to the community. The degree to
which these services are carried out is determined by the size of the
university library, the nature of the parent institution and availability of
funds.
In related view, Onwubiko and Uzoigwe
(2004) summarized services delivered in university libraries to users as
follows: selecting materials through the processes of cataloguing,
classification and shelving; selecting materials to be acquired and their
procurements by various methods; repairing, mending, binding, maintaining and
protecting their collections; circulating and lending materials to the desiring
client; allowing members to borrow a certain number of books for home use;
instructing and educating their users on the proper and adequate use and
exploitation of their resources. This is done through users’ education
programmes, especially for fresh intakes into the academic, providing
bibliographical apparatus or tools to aid the location and retrieval of
information and their adequate utilization; carrying out researches especially
for the development of library and information science as information
management. Studies have shown that the perception of customers towards a
particular organization goes a long way on determining the kind of patronage
they give the organization. Libraries must set up plans and programmes that
will build, maintain, and sustain cordial relationship and mutual understanding
between itself and its publics because this will go a long way to enhance
service delivery. For these reasons, image making and goodwill are here termed
intangible assets, which are highly marketable any time any moment.
University
libraries in Nigeria should not be content trudging, forgetting that every
service they offer (or do not offer) has over tone effect on public
attitudes. Thus the role of the
university library and status of the librarians, on a given community reflects
to a large extent on the academic liveliness of the institution. In the present
time where sports, movies, beauty competitions, gymnasia and so on are making
efforts to dominate the publicity scenario, the library should be seen as an
important centre of the community. Since the university is meant to teach and
carryout research, it will have to rely solely on the library which is the
custodian of knowledge.
In view
of this, university libraries are faced with the need to make their services
known to the users. Libraries are no longer the only information provider. They
have to compete for customers with the internet, bookshops, online book dealers
and demand for more efficient services and needs of users. University libraries
must understand users needs, planned service delivery, promote the available
services and deliver them efficiently and effectively. To achieve this, public
relations is the essential tool.
Public
relations according to Ademolekun and Ekundayo (2005) is define as the front line between an
organization and its customers. Public relations is a communications
discipline that engages and informs key audiences, builds important
relationships and brings vital information back into an organization for
analysis and action. It has real, measurable impact in enhancing service delivery.
Public
relations may include an organization and the individual gaining exposure to
their audience using topics of public interest and news items that do not
require direct payment. The
international public relations
association declares that: Public relations is management function of a
continuing and planned character, through which public and private
organizations and institutions such as libraries seek to win and retain the
understanding ,sympathy and support of
those with whom they are or may be concerned
by evaluating public opinion about themselves in order to correlate ,as
far as possible, their own policies and wide spread information, more
productive cooperation and more efficient fulfillment of their common interest.
Public
relations serves as a veritable information and communication bridge between
the organization and its various internal and external publics. So it ensures
steady two ways Communication Bridge between the organization and its publics.
Good public relations therefore brings total understanding of the aims and
objectives of an organization in line with cordial relationship with its force,
good environment and condition of services all aimed at enhancing service
delivery.
Public
relations describes the various methods an organization uses to disseminate
messages about its products, services, or overall image to its customers,
employees, stockholders, suppliers, or other interested members of the
community. According to Babafemi (2002),
public relation work consist of two main activities which are, research and
communication.
Public
relations has shown tremendous growth in recent years worldwide and its
relations exists in every activity, which involves human even where there is an
individual activity. It is pertinent to state that public relations had
actually been with us from the beginning of man’s existence. Although the
phrase “public relations” was invented in the twentieth century, the practice
of public relations had been since the dawn of recorded history. According to
Godwin and Josephine (2010), development of public relations in Nigeria at a
formal level began with the government. In the years preceding the Second World
War, the exploitative and conjugative influence of the colonial government had
created a poor relationship between it and the people of Nigeria. At that time,
a lot of information was shrouded in secrecy. As a result, there was need for
effective public relations. Public relations is becoming increasingly important
in a society where the lines of communication between organizations and the public’s
are shrouded in secrecy.
In view of this, Adewusi (2014) posits that, the importance of
public relations activities cannot be overlooked in any library organization,
especially in university libraries. Any library activity, directly or
indirectly, is an act of public relations, in as much as it is done to promote
the library image and use. University libraries assist the
universities in the discharge of their functions by acquiring all relevant
information resources necessary for sustaining the teaching, learning, research
and public services functions of their universities. Any
institution is secured only as long as it commands the fullest measure of
public understanding and support.
In line
with this, Isaac (2012) notes that, public relations in libraries concentrates
more on selling the libraries as a whole, developing a corporate identity or
image and disseminating a clear message to the community about library missions
and goals. Library public relations performs the important functions of
communicating necessary information to various publics. This is achieved by
informing faculty, staff, students and the entire campus community about new or
existing library services, resources and materials. The image and goodwill of
library has become one of the cardinal objectives in modern management. This is
because in the course of library operations, it deals with numerous “publics”.
These publics are like pressure groups whose actions and opinions can determine
the growth and survival or the failure of organization.
In line
with this, Okoeke etal notes that library Public relations entails building or
establishing a relationship between an organization and its customers through
excellent service provision/delivery in order to create an impressionable front
to the customers. It is a deliberate, planned, and sustained effort to
establish and maintain mutual understanding between the library and the users.
Library public relations is a conscious effort aimed at establishing and
maintaining good relationship between the library and its patrons. Public
relations in library also help in creating an acceptable image of the library
by advertising the available library resources both in print and non print
format, programs and services. Since library is there to serve its public or
community, it must let the patrons know what is in stock for them.
Public relations
activities in libraries help to provide a coordinated effort to communicate a
positive image of the library and promote the availability of the library’s
materials, programs, and services. A library without users is
useless. To succeed, there is need to let the users be aware of the benefit of
the library to provision of information resources and services that match their
interests. Noel & Waugh (2002) opines that, the success of university
library lies mainly on convincing the clients that library services are
worthwhile, they must understand what the services are, and be enthusiastic
about how they will be helpful. Libraries need to make their services and
resources known to students and potential users to create awareness of the
university library’s value. Major sectors of the potential market for the
library’s services are probably not aware of all the services available or have
no understanding at all of what is offered. That is why public relations is
vital to the success and existence of the university libraries. The main focus
of every library should be good customer services. Good service can equal a
good marketing campaign, which is another reason why public relations is important
for libraries.
The
general functions of public relations in university libraries according to
Aiyegunle and Moneme (2006),
To
increase and expand membership for the exploitation and use of materials. There
is need for public relations activities in the libraries in other to carry out
this function effectively. When users needs are met, they will want patronize
the library and even tell others about the library services and how they can
meet their needs.
To
improve the image and generate goodwill of the library. Effective public
relations helps in improving the image and generating good will of the library.
Libraries need to effectively engage in public relations activities in order to
promote the image of the libraries.
To increase the morale of staff, build loyalty
and improve job performance. In other for the libraries to meet up with the
expectations of the users in this digital age of information, there is need to
increase the morale of staff, build loyalty and improve job performance and this
can be done through public relations activities.
To functions as means of propaganda to enlist
support, financial or otherwise and to give political and social awareness to
the library users and to get people recognize that the library does have
something for them and is willing and able to perform the services they need.
To
interpret library policy and earn acceptable of it. This can be done by
explaining the role of the library in the affairs of the community it serves
and to shape and reshape the image of standing of the library in a given
situation.
Library operations are successfully carried out
when public relations is done to promote the library image and use. This is necessary for the
creation of a well -informed society and in the eradication of illiteracy; and
can only be achieved through a well-organized Public Relations strategy. Public
relations is recognized as a management function and its emergence as a
management function led to further improvement on public relations tools
like public opinion, publicity,
advertising propaganda, press release, conference etc and increase in the use
of library information resources such as directories, encyclopedia, textbooks,
pictures, posters, compact disc, computers
