INTERNAL PUBLICS’ PERCEPTION OF PUBLIC RELATIONS PRACTICE: A STUDY OF ABUBAKAR TAFAWA BALEWA UNIVERSITY, BAUCHI
Abstract
This study investigates the perception of internal publics regarding public relations practice at Abubakar Tafawa Balewa University (ATBU), Bauchi. Internal publics, including academic staff, non-academic staff, and students, play a crucial role in shaping institutional reputation and communication effectiveness. The research evaluates the effectiveness of communication channels, transparency, responsiveness, and relationship management strategies employed by the university’s public relations unit. A descriptive survey research design was adopted, and data were collected through structured questionnaires distributed among selected respondents within the university. Findings revealed that while the public relations unit plays a significant role in information dissemination, there are gaps in feedback mechanisms and stakeholder engagement. The study concludes that improving internal communication strategies and participatory engagement will enhance institutional image and trust.
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