Issues in the Use of Public Relations to Promote Organisational Goals in Benue State, Nigeria
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Abstract
This study examined the issues surrounding the use of public relations (PR) in promoting organisational goals within tertiary education institutions in Benue State, Nigeria. Anchored in the Excellence Theory of Public Relations, the research adopts a descriptive survey design, targeting registered PR practitioners working in selected tertiary education institutions. Of the 30 identified members of the target population, 26 respondents completed a questionnaire. Data were analysed using descriptive statistics, including frequency distributions, percentages, mean scores, and standard deviation. The findings reveal that the strategic application of PR in promoting organisational goals is moderate, hindered by ethical and managerial challenges. Key ethical issues include a lack of transparency and conflicts of interest, while managerial challenges such as inadequate resource allocation, poor interdepartmental communication, and misconceptions about PR’s role significantly undermine its effectiveness. The study recommends prioritising the integration of PR into strategic planning, enhancing training for management and staff, developing comprehensive PR frameworks, and improving funding and leadership support for PR activities in tertiary institutions, as proposed by the Excellence Theory of Public Relations.
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