ASSESSMENT OF USE OF PUBLIC RELATIONS TOOLS IN MANAGING CRISES IN NIGERIAN UNIVERSITIES: A STUDY OF THE UNIVERSITY OF DELTA, AGBOR.

Public relations serves as a strategic tool for managing institutional image and stakeholder communication, especially during crises. This study, titled "An Assessment of Use of Public Relations Tools in Managing Crises in Nigerian Universities: A Study of University of Delta, Agbor", examined the application and effectiveness of public relations strategies in managing crises within a tertiary institution. Anchored on the Situational Crisis Communication Theory and Stakeholder Theory, the research explored types of crises, communication tools employed, and their perceived effectiveness. A total of 391 respondents, comprising students and staff participated in the survey, with data analysed through descriptive statistics and Pearson’s Chi-square tests. The findings revealed that examination malpractice (80.56%) and student protests (73.40%) were the most frequent crises, while official memos (77.24%) and social media platforms (70.33%) were the most utilised communication tools. Chi-square results showed significant associations between communication strategies and crisis outcomes, indicating that the tools and timeliness of communication influence public perception and institutional response. The study concluded that although a mix of traditional and digital platforms was employed, delays, limited training, and infrastructural gaps undermine the overall effectiveness of PR strategies.