Role of Public Relayions in Academic Institutions in Nigeria

Publication Details

Publication Date

10/10/2026

Volume / Issue

Vol 1, Issue 5 (2026)

Article No.

009

Journal

British Journal of Contemporary Research

DOI

https://doi.org/10.67693/BJCR-72QDZ8Y7

Received

08 Sep 2026

Views

16

Downloads

14

Abstract

This position paper examines the role of Public Relations (PR) in academic institutions in Nigeria. It argues that PR is an essential strategic management function for building institutional reputation, maintaining stakeholder relationships, managing crises, facilitating internal communication, promoting community relations, and improving institutional visibility. Academic institutions interact with diverse publics, including students, staff, parents, alumni, government agencies, regulatory bodies, host communities, the media, and prospective students. Managing these relationships requires planned, professional, and two-way communication. The paper adopts a qualitative and documentary approach based on relevant books, journal articles, and scholarly materials. Available literature indicates that PR in Nigerian tertiary institutions performs important functions such as media and community relations, internal communication, and content management. However, the practice is often constrained by inadequate funding, limited strategic involvement, bureaucratic communication structures, insufficient digital capacity, and the use of personnel without adequate professional preparation. The paper concludes that PR should not be restricted to publicity, protocol, or ceremonial activities. Rather, it should be integrated into the strategic management of academic institutions. The paper recommends the professionalisation of PR practice, adequate funding of PR units, the adoption of proactive and dialogic communication, greater involvement of PR practitioners in management decision-making, and improved digital communication strategies.

License

This article is published under the Creative Commons Attribution 4.0 International License . Free to read, share, and adapt with attribution.