Evaluation of Public Relations Activities in the Federal University of Lafia and the University of Jos

Abstract

This study evaluates the public relations activities at the Federal University of Lafia and the University of Jos, examining the pivotal role these activities play in enhancing the well-being of these institutions and their interactions with internal and external stakeholders. The presence of public relations departments in these universities validates their essential role in peace-building, conflict resolution, and crisis management necessary for the smooth day-to-day operations of these institutions. The study sought to address the significance, misconceptions, and value of the public relations departments in the universities regarding decision-making and peace-building between the internal and external public. Four clear objectives guided the study's direction. The research adopted Ludwig Von Bertalanffy's systems theory of mass communication as its theoretical framework, emphasising self-correcting systems where feedback leads to corrections in subsequent activities. This concept relates to public relations when evaluating an organisation as part of an interdependent whole. Using survey research design, questionnaires were administered, and findings revealed that an overwhelming majority of respondents (60.4%) affirmed that public relations activities in both universities effectively engage the general public. Additionally, 64.4% of respondents attested that public relations activities highly influence decision-making. The study identified funding as a significant setback for public relations activities in these institutions, and recommendations were provided to address these challenges.