PUBLIC RELATIONS AS A TOOL FOR EFFECTIVE CRISIS MANAGEMENT IN NIGERIAN TERTIARY INSTITUTIONS

Abstract

Public relations practice is all about managing reputation and building favourable image for individuals, groups, organisations and entities. The basic principle of public relations is to ensure cordial relationship is maintained and sustained with stakeholders of an  organisation, hence, avoiding crises in whatever form is sacrosanct to effective public relations practice. It is upon this basis that this study is premised on how public relations can serve as a tool to manage crises in Nigeria’s tertiary institutions effectively. There is no gainsaying that tertiary institutions in Nigeria are peculiar with one form of crisis or the other due to the numerous stakeholders they engage with. Also, studies have been conducted on public relations practice in tertiary institutions, but not much has been done on usage of public relations tools for crisis management. As a result, this study is poised to examine the nature of public relations tools that can be deployed towards managing crises in Nigerian tertiary institutions. The study employed conceptual approach as a methodology, while the Excellence Theory was used as a justification. Thus, the study concluded that organisations cannot do without crises, especially when stakeholders of these organisations are numerous, multifaceted and diverse in nature. It is, however, a necessity for public relations managers in tertiary institutions to deploy the various tools, strategies and techniques of public relations to ensure crises are properly managed and, if possible, avoided.