PUBLIC RELATIONS AND MANAGEMENT OF ORGANIZATIONAL CRISIS; IN NATIONAL HEALTH INSURANCE SCHEME (NHIS)

This work examines the role of public relations expertise in organizational crisis management, a study of National Health Insurance Scheme (NHIS). The specific objectives include to; examine the nature of NHIS crisis, examine the effect of the crisis on the operation of NHIS, examine the public relations strategies used in managing the crisis, ascertain the effectiveness of the PR tools used and to find out the challenges associated with those tools. To achieve this, the survey research method was adopted. Purposive sampling was used to select the respondents bringing the sampled population to 200. HMOs and the selected health care facilities. The researcher uses both qualitative and quantitative research approaches. Qualitative research was used to get descriptive, in-depth data from respondents. This type of data cannot be quantified and therefore draws from individuals’ opinions. The data generated from the study was analyzed and presented by the use of simple table, frequency and percentages. These statistical tools were used because they were suitable means of breaking down and analyzing the generated data. The hypothesis was tested using the chi-square. The research was guided by image repair and contingency theories. Research findings showed that public relations tools and expertise were not effectively used in NHIS crisis management. In view of these findings, the researcher recommended that every good organization must have public relations department, with well-trained, qualified staff and provide them with basic facilities to work with especially in the aspect of crisis management and image building. The researcher suggested that NHIS. Should imbibe public relations as a philosophy of management and organizations should be made to appreciate the place of public relations in all their dealings.