PUBLIC RELATIONS PRACTICE IN NIGERIA AND THE IMPERATIVES OF QUALITY BRAND IMAGE FOR GOOD GOVERNANCE AND ACCOUNTABILITY

Good governance on its own cannot operate in an atmosphere that is devoid of accountability. Good governance is anchored on truth, openness, justice and equity, without which its tenets cannot but exist. The study was aimed at analyzing the need for a robust brand image for ministries, departments, agencies and organisations alike to engender public comprehension and acceptability. Regardless of the fact that most government policies are initiated and driven with the intention of development in all spheres, these same intentions could be misconstrued in an atmosphere of absence of quality public image and perception of leaders and government. The research relies on the descriptive method of research. Information is therefore sourced from books, journals, periodicals, newspapers, magazines, government publications and online sources. The research is anchored on the Theory of Reasoned Action and Planned Behaviour and the Diffusion of Innovation theory. The theory of Reasoned Action and Planned Behaviour provides a framework to study attitudes toward behaviors. The theory suggests that performance of a given behaviour is primarily determined by the intention to perform that behaviour. Findings reveal that an organization cannot actually control its own reputation but it can only operate in a sound and ethical way and work to communicate this to stakeholders. Thus, the common term reputation management is misleading because you cannot directly manage your own reputation. You can only act to strengthen your standing in the areas that you consider important to your reputation. The research recommends that a Public Relations cadre be established by law, there should be increased funding of Public Relations departments in the Public and Private sector and Public Relations professionals should be the sole image makers of government and none other.