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THE APPLICATION OF EXCELLENCE THEORY IN PUBLIC RELATIONS PRACTICE IN KADUNA POLYTECHNIC
Abstract:
This study investigates how excellence theory is being applied in the public relations practice of Kaduna polytechnic. Excellence theory is a theory that specifies how public relations practice makes institutions to be more effective in organization and management for optimum productivity. The study employs both qualitative and quantitative assessment of the application of excellence theory in public relations practice of Kaduna polytechnic. In-depth interview with structured and unstructured questions was used in collecting data from purposively selected informants at Public relations department of Kaduna polytechnic for the qualitative study, while a structured questionnaire was used in collecting the data and information for quantitative study. 1,376 questionnaires were issued to the sampled population of the institution. Findings show that Kaduna Polytechnic makes use of information and protocols unit as their PR department. However, the study reveals that, the institution does not fully understand the importance of the unit to its success or operations. Kaduna Polytechnic does not apply the excellence theory principles in it public relations activities. The Involvement of public relations in strategic management is critical to the application of excellence theory. An organization that practices public relations strategically develops programs to communicate with its strategic publics, both external and internal that provides the greatest threats to and opportunities for the organization. Kaduna Polytechnic Public relations unit does not recognize this role, as public relations are not seen as a management function in the institution.
THE APPLICATION OF EXCELLENCE THEORY IN PUBLIC RELATIONS PRACTICE IN KADUNA POLYTECHNIC
