AN ASSESSMENT OF PUBLIC RELATIONS TECHNIQUES IN REBRANDING NIGERIA POLICE IMAGE: A STUDY OF RIVERS STATE POLICE COMMAND

Abstract

The study assessed public relations techniques in rebranding Nigeria police image: a study of Rivers State police command. Part of the objectives of the study are to; ascertain the unethical practices performed by the Nigeria police force in Rivers State that jeopardize its image, find out the statutory responsibilities of the Nigeria police especially in Rivers State, examine the public relations techniques employed by Rivers State police command in rebranding Nigeria police image, etc. The study employed the stakeholders and attitude change theories for the study. The descriptive survey research design was used for the study. A sample size of 400 was purposively and randomly drawn from the population using Taro Yamene’s formula as a guide. A population of 3,540 stands as the current staff strength of Rivers State police command. The multistage sampling technique was used. Questionnaire was the instrument for data collection. Data were tabulated and analyzed using four point likert criterion mean. The findings revealed that the unethical practices of the Nigeria police force were extortion and bribery, engaging in brutality of innocent civilians, unlawful arrest and detention and extra-judicial killings. It also indicated that the Nigeria police force has the statutory role of protecting lives and properties, maintaining law and order, prevention of crimes and apprehension of criminals. The findings also showed that the  Nigeria police force Rivers State command employed press releases, press conferences, media relations, event sponsorship and stakeholder meetings were used to rebrand its battered image and they were successful. The study revealed that the challenges that faced Rivers State police command were poor funding, bureaucratic bottlenecks, poor experience and skills, political interference and poor modern communication technology equipment. It was concluded that public relations techniques play a pivotal role in maintaining, building, sustaining and appealing to the public to see the Nigeria police force as a change organisation with the mandate to remove the bad eggs in the system and punish offenders so as to repose public confidence in the Nigeria police and in the long run change the negative narrative about the Nigerian police. The study however recommended that Nigeria police force management board should train and retrain their personnel to imbibe sound ethical standards, fund and provide adequate equipment for them for optimal performance.