The Role of Public Relations in Enhancing Peace in Higher Institutions

A Study of Nnamdi Azikiwe University Awka, Anambra State

Abstract

The study examined the role of public relations in enhancing peace in higher institutions: a study of Nnamdi Azikiwe University, Awka. The major problem of this study was that the management does not recognize the potential of public relations operations in developing and enhancing a favorable image for the success of organization. It has also been observed that the management’s attitude is tepid and non-challant toward public relations department and their efforts. Oftentimes, they don’t want to invest money on its activities such as organizing seminars, workshops, symposiums e. t. c because of the erroneous and selfish perception that public relations efforts bring little benefits to the organization. Therefore, the study looked at the impact of public relations in enhancing peace in higher institutions of learning. Descriptive design was used with a sample size of 361 which were drawn from the population of the study using Taro Yamane formula. The study employed the probability sampling technique. This is because it gives all respondent equal chance of being selected. A structured questionnaire was the instrument used to gather data from the field for analysis. Findings from the study show that public relations in higher institutions have continued to impact positively in enhancing peace in every higher institution. Also, the study revealed that Public Relations has continued to play a significant role preventing crisis from occurring in an institution through its promotion of good image of an institution  through their various strategies like effective communication, collaboration, partnerships with management and stakeholder’s, transparency, and openness which in-turns contribute to peace building within the university environment. And recommends that every higher institution should cultivate the habit of taking public relation as a vital department in its organization and pay close attention to them also public relations should be recognized as part of management functions in higher institutions.