International Journal of English Literature and Culture

Vol. 11(4), pp. 79-86, October 2023

 ISSN: 2360-7831

https://doi.org/10.14662/ijelc2023070

 

Review

 

Abstract

 

This study, “Use of Social Media Tools for Effective Public Relations (PR) Practice in Tertiary Institutions in Edo State” investigates the use and effectiveness of social media for PR practice in some selected tertiary institutions in Edo State: University of Benin, Benin City, Edo State Polytechnic, Usen; Ambrose Alli University, Ekpoma; Edo State University, Uzairue and Auchi Polytechnic, Auchi using survey design and questionnaire as instrument for data collection. The staff (32) of the PR departments/units of the five schools formed the population of the study while the sample size was the entire staff. The study revealed that PR practitioners in the selected tertiary institutions use social media and found them effective and efficient particularly in PR crisis communication. The findings also showed that despite the PR practitioners’ embrace of social media, the traditional media (radio, television, newspaper, and magazine) are still potent in PR news and information dissemination thus, both are synergistic in PR communication. It was also revealed that social media are more cost-effective and easy to use. The study recommends amongst others, that the PR practitioners in tertiary institutions in Edo State should perpetually exploit the potentiality and benefits of the social media in an era of economic downturn in Nigeria.

 

Keywords: Social media usage, Public Relations, Tertiary Institutions  

 

Cite This Article As: Odaro-Ekhaguebor, K., Nasamu, J.A., Ayegbo, O.J (2023). Use of Social Media Tools for Effective Public Relations Practice in Tertiary Institutions in Nigeria. Inter. J. Eng. Lit. Cult. 11(4): 79-86