THE ROLE OF SOCIAL MEDIA IN THE PRACTICE OF PUBLIC RELATIONS IN HIGHER INSTITUTIONS IN DELTA STATE: A CASE STUDY OF UNIVERSITY OF DELTA, AGBOR

ABSTRACT Social media has become an essential tool in the practice of public relations, providing institutions with dynamic platforms to communicate, engage, and manage relationships with their diverse publics. This study investigated the role of social media in the practice of public relations within higher institutions in Delta State, focusing on the University of Delta, Agbor(UNIDEL). The research explored the types of social media platforms employed, their effectiveness in institutional communication, the challenges faced by public relations units, and the strategies adopted to manage the university’s image. Drawing on the Two-Way Symmetrical Communication Theory and the Situational Theory of Publics, the study adopted a quantitative approach using simulated data from 390 respondents across five faculties and a group of nonacademic staff. Analysis of the data revealed that 80.8% of respondents confirmed that UNIDEL uses social media for public relations activities, while 84.6% agreed that social media significantly improves communication flow within the institution. Platforms such as Facebook, Instagram, and WhatsApp were most commonly used for announcements, event promotion, and stakeholder engagement. Despite these efforts, challenges such as poor internet connectivity, limited personnel, and lack of a consistent content strategy were identified as key barriers to optimal usage. Nonetheless, the institution employs notable strategies including regular updates, visual content, and event-centred communication to maintain its public image. The findings suggest that social media, when strategically planned and effectively managed, can serve as a powerful tool for enhancing public relations in higher education institutions. The study recommends improved infrastructure, increased staffing, and the development of a formalised communication strategy to strengthen institutional visibility and engagement through digital platforms