Public Relations and Uyo Residents’ Perception of the Activities of ECEWS/FHI 360 in Akwa Ibom State

Abstract

This study examined the relationship between public relations efforts and Uyo residents’ perceptions of the activities of the Excellence Community Education Welfare Scheme (ECEWS) and Family Health International 360 (FHI 360) in Akwa Ibom State, Nigeria. Specifically, it investigated residents’ recognition and exposure to the organisations’ public relations activities, their interpretation of messages and perceived relevance of the activities, factors influencing their perceptions, and reported behavioural responses. Anchored in Social Perception Theory, the study adopted a survey research design. From an estimated population of 1,457,000 residents of Uyo Metropolis, a sample of 400 respondents was selected through multistage sampling involving clustering, purposive selection and convenience sampling across Etoi, Ikono, Ofot and Oku. Data were collected using a structured questionnaire, and 396 completed copies were retrieved, representing a 99% response rate. Data were analysed using frequency distributions, weighted mean scores and Pearson’s product-moment correlation. Findings showed that recognition and exposure were highest for radio and television health messages, health-service promotion, public campaigns and community outreach, while social media recorded comparatively low exposure. Respondents generally assessed the organisations’ messages as useful, credible, trustworthy and clear and considered their activities relevant to community health needs. Trust in information sources (82%), message clarity (78%) and frequency of exposure (75%) were the most frequently reported influences on perception. Behavioural responses recorded a weighted mean score of 3.31, indicating a high level of perceived influence. Based on the above, the study concludes that accessible, credible and locally relevant public relations communication is important to how residents perceive and respond to NGO activities. Therefore, ECEWS and FHI 360 should sustain effective traditional and community-based communication, strengthen digital engagement, prioritise clear and trustworthy messages, and provide opportunities for community feedback and participation.