Elements of Public Relations Practice in the Administration of Wukari Traditional Council

Abstract

This study focuses on those activities of the Wukari Traditional Council in Taraba State that are similar to modern Public Relations practice. The essence is to ascertain the authenticity of the claim that Public Relations is not alien to Africa even though its practice in the contemporary times might be quite different from the ways Africans understood it previously. In doing this, effort is made to analyse some activities of the traditional council and how they conform to Public Relations practice. Face-to-face interview with key members of the traditional council was used to generate data for the study while data were analysed qualitatively using Explanation Building Technique. The research reveals that some activities of the Wukari  Traditional Council are analogous to modern Public Relations in the area of image making, establishing and maintaining mutual relationship, conflict resolution, community relations and publicity. The study shows that Public Relations exists, at least in its rudimentary form, in native administration system in Africa. Therefore, Public Relations in the traditional political setting should be strengthened to enhance its contribution to national development.

Key words: Traditional Institution, Traditional Ruler, Traditional Council, Public Relations, Publics