Institutional Public Relations in an Emerging University: The Case of Kwara State University

Abstract

Abstract

The place of public relations in image and reputation management in Nigerian universities cannot be over-emphasized in view of the need to position the university as socially responsible entity with the commitment feelings and expectations of the publics on its activities. The study sought to examine the role and characteristics of public relations in Kwara State University, an emerging state-owned university in Nigeria, using the propositions in the Excellence Theory as a guide. The qualitative study adopted in-depth interviews with seven purposely selected officials of the university, comprising the Vice-Chancellor, Registrar, two Provosts of Colleges, two Directors, including that of University Relations, and a senior official of the office. Findings by the study revealed that the University Relations office is not an integral part of the university management, that public relations model is two-asymmetrical and that the office at the moment was unable to carry out excellent public relations role due to its emphasis on public communication, no formal research in place to gauge the feelings and expectations of the publics, absence of trained officials to carry excellent public relations in line with the Excellence Theory. The study concluded that the office is unable to do better because it is still evolving, and recommended that public relations should be made an integral part of management in universities, while effort should be made to equip the public relations office with the right caliber of professional staff so that it can perform its role creditably in managing the image and reputation of the university with its publics.