Public Relations

as a tool for fostering

Ethnic Relations
(Nigeria)

Compiled by:

Essien Ntorobong
Mass Communication Social Management Sciences

MCM 4220

Public Relations and Advertising Seminars

AJAYI CROWTHER|UNIVERSITY (2011)

Abstract

This topic centers on how to efficiently use Public Relations in fostering cooperative relationship among
the diverse ethnic groups in Nigeria. The major key words in this paper which are Public Relations and
ethnic relations are well explained to give a clear insight to the functionality of the former on the latter.
The researcher used the RACE model of public communication research to explain how the aforesaid
phenomenon (ethnic crisis) can be resolved in Nigeria using the Niger Delta crisis as case study.

1.1 NIGERIA AS MULTICULTURAL STATE

Nigeria’s population is estimated at over 140 million, it is believed to be the highest in

Africa. But more interesting is the diversity of this population. It is commonly believed

that within the country’s boundaries, there are approximately 374 distinct ethnic

groups, each speaking its own language. These linguistic groups range in size from tiny

units consisting of less than 700 people to groups numbering above 5million.

The tree most populous ethnic groups are;

 HAUSA-FULANI- Indigenous to the Northern part of Nigeria

 IGBO – Indigenous to the eastern part of Nigeria

 YORUBA- Indigenous to the Western part of Nigeria

1.2 THE PLACE OF RELIGION IN ETHNICITY

In antiquity, religion was one defining factor of ethnicity, along with language, regional

customs, and national costume.

There is an important overlap between ethnicity and religion in Nigeria: the

Hausa/Fulani and Kanuri are predominantly Muslims, the Igbo and Southern

minorities predominantly are Christians and the Yoruba and northern minorities have

an equal of adherents of both religions.

1.3 DIFFERENCES IN VALVE SYSTEM AND FEAR OF DOMINATION:

POTENTIAL FOR CONFLICT

The most socioeconomic inequalities in Nigeria relate to the sharp development divide

between their northern and southern regions, and consequently turn ethno-religious.

As such, there is a general feeling of detachment among Nigerian citizens in their

approach to issues of nation-building and national identification. The feelings and

attitudes among Nigerians are largely devoid of any sense of nationalism, national

consciousness and national loyalty. Abasili (2004: 27)

The origins of these socio-economic inequalities are diverse and relate to such factors as

ecological and climatic differences, the differential impact of colonial policies and post-

colonial economic development policies as well as cultural differences between

Households Children Children in Literate Pregnant New born

Without (6-11) in school adults women not

electricity school (15) using immunized

clinics

Northwest 79.8 34.2 35.2 20.7 25.3 65.9

Northeast 78.3 42.3 47.6 25 39.4 60.7

Northcentral 61.2 69.8 73.7 44.7 66.8 54

Southwest 30.4 94.6 88.9 68.9 74.7 29.1

Southeast 47.7 88.3 89.6 75.8 84.8 29

Southsouth 55.7 90.9 87.6 77.2 60.7 56.9

Adapted from Federal office of statistics (FOS), 1995/96, General Household Survey

1995/96 National in mustapha

The consequences of these complexities on the structure and character of the Nigerian

state pose grave implication for citizenship empowerment and causing political

instability and ethnic rivalry.

1.4 A BRIEF HISTORY OF ETHNIC CONFLICTS IN NIGERIA

Ethno religious conflicts in Nigeria occurs mainly in the middle-belt and cultural

borderline states of the Muslim north, where Muslim Hausa-Fulani groups have been

pitted against non-muslim ethnic groups in a“dangerous convergence of religious and

ethnic fears and animosities.Inter-group crises in is often difficult to distinguish

between religious and ethnic conflicts as the dividing line between the two is very

thin.The major examples of violent ethno-religious conflicts in Nigeria have included

the Kanfanchan-Kaduna crises in 1987 and 1999, Zangon-Kataf riots of 1992, Tafawa

Balewa clashes in 1991, 1995 and 2000, the Kaduna Sharia riots of 2000, and the Jos riots

of 2001. Although no exact figures of casualties are available, the Kaduna riots of 2000

and the Jos riots of 2001, each claimed several hundreds of lives and generated violent

ripple effects beyond Kaduna and Jos, respectively.

As regards inter-ethnic violence, rlarge groups like the Hausa-Fulani, Yoruba, Igbo, Tiv,

Urhobo or Ijaw are .Tiv-Jukun conflicts in Taraba and Benue states, the three-cornered

Urhobo-Ijaw-Itsekiri clashes in Warri, Delta state, the Hausa-Fulani and Yoruba clashes

in Lagos, Ogun, Oyo and Kano states, which have acquired an ethno-religious

complexion since the Hausa-Fulani are Muslims and Igbos are mainly Christians.
1.5 DEFINITION OF TERMS

Ethnicity: The terms "ethnicity" and "ethnic group" are derived from the Greek word

"ethnos" normally translated as "people" or "tribe".

Ethnic relations: Of, relating to the creation of goodwill among, diverse characteristic of

a sizable group of people sharing distinctive racial, national, religious, linguistic, or

cultural heritage

Public Relations: the practice of managing communication between an organization

and its publics.

2.1 PUBLIC RFELATIONS AS A TOOL FOR FOSTERING ETHNIC RELATIONS

Public relations is the practice and profession that aims at establishing goodwill

between people and organization through the use of various media organization. In the

milieu of the aforesaid Nigerian ethnic crises, public relations can serve as a veritable

management tool in fostering better ethnic relations in Nigeria as a multi-cultural state.

In this paper, using the Niger delta crises as a case study, the four-step process of public

relations is used to proffer a model of how public relations can serve as a tool for

fostering ethnic unity in Nigeria. The four-steps are shortened under the acronym of

RACE/ROPE.

1. Research

2. Action Plan/Objective/programme planning

3. Communication Tactics/implementing plans

4. Evaluation.

2.2 APPLICATION OF THE RACE MODEL TO THE NIGER DELTA CRISIS

Statement of The Crisis

The ethnic unrest and conflicts of the late 1990s (such as those between the Ijaw and

Itsekiri), coupled with

a spike in the availability of small arms and other weapons, led increasingly to the

militarization of the Delta. By this time, local and state officials had become involved by

offering financial support to those paramilitary groups they believed would attempt to

enforce their own political agenda. Conflagrations have been concentrated primarily in

Delta and Rivers States.

However, after the violent convergence of the largest military groups in the region, the

Niger Delta People's Volunteer Force (NDPVF) led by Mujahid Dokubo-Asari and the

Niger Delta Vigilante (NDV) led by Ateke Tom (both of which are primarily made up of

Ijaws), conflict became focused on Port Harcourt and outlying towns. The two groups

dwarf a plethora of smaller militias supposedly numbering more than one hundred.

All of the groups are constituted mostly by disaffected young men from Warri, Port

Harcourt, and their sub-urban areas.

2.4 HOW THE RACE 4-STEPS WORKS HERE

1. RESEARCH

No matter what kind of PR activity, research stands at the core of it. Firstly, a research is

carried out to find out the relevant publics and get their current opinion on the causes

of the Niger Delta crisis. This will be done by carrying out a primary research method

through the finding information by distributing a nationwide questionnaire among

stakeholders as well as hold interviews where it matters. Also, secondary methods will

be used to gather information, (gathering all ready published sources; newspapers,

books, journals and more)

 HOW

 Distribution of Nationwide questionnaires

 Hold interviews with stakeholders

 Reviews of literature about the Niger-Delta crisis

From the reports retrieved from above, a situation SWOT analysis will be carried out to

examine the Strengths, Weaknesses, Opportunities and Threats of the current situation,

and a PEST analysis to examine the external environment Politically, Economically,

Socially and Technologically

2. OBJECTIVES

Knowing that the problem Niger- Delta communities is that of marginalization the

objective of this Pr campaign is to give them a true sense of belonging in Nigeria.

KEY MESSAGES

The key messages to be passed to the public in the case of the “Niger delta crises’ is that

of government’s eradication of the abject poverty in the Niger Delta region.

Strategy

 To give them a better standard of living

 And a true sense of belonging in Nigeria.

Tactics

 Media relations

 Community relations

Publics:

 Civil organizations (youth movements): MEND, NDV, and NDVF

 Non-governmental agencies

 Traditional Leaders in the Niger delta region

 Pressure groups

 Agencies
Timescale

The campaign will span lifetime duration. As public relations is to be built, maintained

and sustained. Advisably, a public relations center will be established to actualize this

purpose.

Budget

Allocating the budget is an essential part of a campaign so all costs should be taken into

consideration. The primary reason for a budget will lets us know what can or can’t be

done. The budget of this campaign plan will allocate money to the specific areas of the

campaign: Operating costs and overhead costs on distribution, administration, travel,

production, seminars, Overheads, expenses, salaries, equipments, telephones,

furniture, computers.

3. COMMUNICATIONS: How the messages will be relayed to different destination.

The radio and television medium will be used to relay the messages of this campaign

plan. This is so, as the said medium has a wider coverage than any other form mass

media. Specifically, rural radio stations will be selected to reach targeted audience and

the Nigerian Television Authority will be selected as a national television station to

reach the broader part of the public.

Strategies:

 Organize a congress for reconciliation

 Distribute promotional items branded with the campaign theme “Niger- Delta

restoration”. This will be given to citizens to reassure them about the interest of

the Nigerian government in quelling the Niger-Derlta crises.

Tactics

 Radio, television announcements

 Town meetings

 Management communication with stakeholders

 Announcements of campaign plans on Television, Radio and Newspaper

4. EVALUATION

The evaluation is an ongoing process particularly in a long-term PR campaign like this.

So, it is critical to constantly review all specific elements.

 Track media coverage of the campaign/crises both local, national & international

 Track the records/spate of ethnic conflicts

 Track the feedback of Nigerians to media information

CONCLUSION

Certainly, It is no doubt that the 4-steps of the RACE model of public relation approach

as adopted in this discourse will help build good relationship among the multi-cutural

communities in Nigeria.

The aim and purpose of public relations as a management tool for eradicating the inter-

ethnic crises will be to create goodwill, understanding and awareness about knowledge

of Nigeria by using PR techniques of persuasion, information and education to project

Nigeria to its public and thus gain for it, respect, credibility, reputation and goodwill.

RECOMMENDATION

 Nigeria as a federation should not trivialize programmes and initiatives that will

accommodate multiple identities.

 Also, a public relations bureau should be established to proactively manage then

multi-identities in Nigeria.
REFERENCE

Abasili. C., O. (2004), Citizen and State Relations; a Political Approach: concept

publications ltd. Lagos.

Asamabriowei, S., (2009), Political Communication in the Niger Delta; Moods Media

and Movement; an Unpublished project submitted in partial fulfillment of B.Sc

Degree to the Department of Journalism, Lagos State University.

Daramola (2002), Introduction to Mass Communication. Lagos: Rothan Press Ltd.

Jensen Z, Encyclopedia of Business, 2nd. Ed. Retrieved from:

http://findarticles.com/p/articles/mi_gx5209/is_1999/ai_n19125848/ on the 3rd of April,

2011.

Eluwa G., Ukagwu M., Nwaubani (2005), The history of Nigeria for Schools and

Colleges; African First Publishers (AFP), Lagos.

Eghosa E. Osaghe (2005); A history of Identities, Violence and stability in Nigeria; Crise
working paper No. 6