PLACE OF SOCIAL MEDIA IN THE PRACTICE OF THE PUBLIC RELATIONS IN HIGHER INSTITUTIONS

This study examines the role of social media in the practice of public relations in higher institutions. With the increasing digitization of communication, social media platforms have become strategic tools for institutional branding, stakeholder engagement, crisis management, and information dissemination. The study adopted a descriptive survey research design involving public relations officers, communication staff, and students in selected higher institutions. Data were collected using structured questionnaires and interviews and analyzed using descriptive statistics and correlation analysis. Findings reveal that social media significantly enhances institutional visibility, stakeholder interaction, and reputation management. However, challenges such as misinformation, cyberbullying, and lack of content regulation pose risks to institutional image. The study concludes that social media is indispensable in modern public relations practice within higher institutions, but its effectiveness depends on strategic management and professional oversight.