CHALLENGES OF PUBLIC RELATIONS UNIT IN KASHIM IBRAHIM UNIVERSITY, MAIDUGURI (KIU)

This study examined the challenges of public relations units in Kashim Ibrahim University. It assessed the challenges of public relations unit in Borno state, pertinent to the contemporary global views of the practices of public relations units. The paper observed that the issues of public relations is still at its contemporary stage which deals with propaganda, publicity, and manipulation. This is seen as a serious challenges been practiced by employees of the public relations organizations. The paper is based on quantitative data generated through an introspective using five-Likert-Scale questionnaire. The respondents in the study were selected using simple random sampling technique. A descriptive data analysis and challenges of the public relations was used to communicate the findings of the study. The paper revealed that the practice of public relations in the Kashim Ibrahim University under study is very deprived and highly challenging for effective performance and implementation of public relations activities, The reason being that the major-perspectives of public relations roles and functions are not clearly identified. Hence, public relations practitioners should get involve in strategic management, decision making and implementation of organizational planning.