Public relations tools for sustainable mutual understanding between higher educational institutions and their publics in Nigeria (Published)
This paper identifies the public relations tools which higher educational institutions use for building sustainable relationships with their strategic publics in Nigeria. Public relations tools as an important aspect of public relations practice in every organisation largely determine the status of relationship that higher educational institutions have with their respective publics. It is widely believed that the public relations tools higher educational institutions employ have the potentials for building healthy relationships with their publics with the consequent capacity for removal of unfavourable rumours and stories that could have negative implications for the organisations. A survey of 140 public relations staff and 313 students of higher educational institutions in Nigeria was carried out. Findings reveal that some higher educational institutions use some of the tools as a matter of custom without establishing whether such tools are relevant to addressing their corporate public relations needs. Others try to allow research to precede their selection of the public relations tools of the schools, while some yet do leave their public relations tools in reckless abandon. The study recommends that public relations departments or units of higher educational institutions should always establish the public relations needs of their respective higher educational institutions before initiating the tool for interacting with the publics in order to identify the most effective tool for interaction that would drive sustainable peaceful co-existence between higher educational institutions and their relevant publics.
Citation: Harvey G.O. Igben (2022) Public relations tools for sustainable mutual understanding between higher educational institutions and their publics in Nigeria, British Journal of Marketing Studies, Vol. 10, Issue 4, pp.1-16
The use of public relations for forging mutual understanding between colleges of education and their publics in Nigeria (Published)
This paper explores how the public relations can positively influence the relationship between the colleges of education and their publics. The study which used the College of Education as a case study, argues that public relations as an important aspect of every educational institution management and consequently it could be used to build healthy relationships with the publics and erode unfavourable rumors and stories that could drive Colleges into crisis. The study which relied on personal interview and ethnographic study of public relations related documents of the College of Education discovered that the public relations unit relied heavily on notice board publications, internal and external memos, college events as major tools to disseminate information to publics of the College. The findings further showed that there was heavy use of community relations activities by the college to build healthy relationships with her host community.
Harvey G.O. Igben and Maureen Ugbome (2022) The use of public relations for forging mutual understanding between colleges of education and their publics in Nigeria, International Journal of International Relations, Media and Mass Communication Studies, Vol.8, No.1, pp.31-41
The paper examined the influence of corporate culture on public relations practice in Nigeria. Public relations practitioners might have seen corporate culture in relation to the practice of public relations as a natural phenomenon but scholars have hardly paid research attention to it as an important aspect of public relations practice. Scholars are curious to know what influence corporate culture might have on the communication process and relationship building between organizations and their stakeholders. Recent studies tend to link corporate culture with corporate change which is further seen as critical to the success of organisation. The theoretical framework for this study consists of organizational culture theory. It was established that perception of corporate culture has a direct bearing with corporate relationship.