Abstract

One of the problems facing Nigeria since independence in 1960 is how to integrate the various ethnic groups into a nation. This study examined how effective public relations tools employed by the NYSC can be in achieving Nigeria’s integration and challenges facing the organization. Survey research method was adopted in the study. A sample size of 242 was drawn from a population of 1629 which comprised members of the Nigerian institute of public relations in six states (Anambra, Edo, Ondo, Nasawara, Taraba and Kaduna) each from the six geo-political zones and Abuja the Federal Capital Territory through quota sampling techniques. The study revealed that except newsletters and advertorial all other PR tools such as corps members, community relations, media relations, press releases, handbills/posters and speaking engagements are effective  in achieving national integration; that ethnicity, religion, do or die politics and corruption posed a great challenge in NYSC’s effort towards achieving Nigeria’s integration. The study concludes that the NYSC has been effective in enhancing Nigeria’s integration through the use of PR tools.

Key Words: Public Relations, Public Relations Tools, Integration, NYSC, Nigeria

*Chamberlain Egbulefu, Ph D., is a Lecturer in the Department of Mass Communication, Benson Idahosa University, Benin City, Edo State, Nigeria

**Gbaden Jacob Chiakaan, Ph.D., is a Lecturer in the Department of Mass Communication, Nasarawa State Polytechnic, Lafia, Nigeria.

^JCMR Journal of Communication and Media Research, Vol. 9, No. 2, October 2017, 234 – 243