AN ASSESSMENT OF THE APPLICATION OF PUBLIC RELATIONS IN THE MANAGEMENT OF CRISES IN SELECTED NIGERIAN UNIVERSITIES.

This study titled “An Assessment of the Application of Public Relations in the Management of Crises in Selected Nigerian Universities” determined the effectiveness of public relations in the management of crises in Nigerian universities. A stratified sampling method was adopted in selecting one university from each of the six geo-political zones in Nigeria. The study had two populations, and for the first, a sample size of 660 derived from the students and staff of these six universities was administered with the 30 – item structured questionnaire using the survey method as the basic approach of the research. For the second population that was made up of members of the host communities, a sample size of 666 was administered with the 20 – item structured questionnaire also using the survey method. Traditional rulers were also orally interviewed using 10 unstructured questions from each of the six host communities of selected universities in order to create balance and by introducing a qualitative dimension to the data used for analysis. The responses obtained from the structured questionnaire were presented in tables using frequency and percentages while the oral interviews were directly embedded and analysed in the research. Analysis of the data in this study which is anchored on the Two – way Symmetric Model and Frank Jefkins Public Relations Transfer Process Model found out that the effectiveness of public relations in crisis management is above average although this opinion is poised on the thin edge of a blade as only 51.6% in population A and 50% in population B accented to the notion. The study revealed that lack of adequate funding, engagement of unqualified staff, interference from government and politicians and lack of modern gadgets stand as challenges against the application of public relations in crisis management. To this end the study recommends, among others, the involvement of public relations experts in crisis management and employment of qualified staff, increased research and evaluation by public relations experts in crisis management, improved allowances for staff in public relations departments, and the procurement of modern gadgets and facilities in order to enhance the effectiveness of public relations in crisis management in universities