AN EVALUATION OF PUBLIC RELATION OFFICERS ON ENGAGING RUMOURS AMONG THE STUDENT OF KASHIM IBRAHIM UNIVERSITY

This study evaluated the effectiveness of Public Relations (PR) strategies in managing rumours among undergraduate students of Borno State University (BOSU), Maiduguri. The research was motivated by the recurrent incidence of rumours—concerning security threats, academic schedules, and fees—which have disrupted academic activities and eroded trust in the institution. Guided by the Situational Crisis Communication Theory (SCCT) and Grunig’s Two-Way Symmetrical Model, the study employed a survey design, administering a structured questionnaire to a sample of 380 students selected through stratified random sampling. The findings revealed an overwhelming prevalence of rumours, with 89.5% of students confirming their exposure, primarily through social media (81.6%) and peer networks (63.2%). While students showed high awareness of the university's official social media channels (73.7%), their perception of the PR strategies' effectiveness was markedly low. Key weaknesses identified included delayed information dissemination (76.3%), a lack of feedback mechanisms (68.4%), and a significant trust deficit in official channels (63.2%). The study concluded that the university's current PR approach is predominantly one-way and reactive, failing to counter the rapid spread of misinformation effectively. The study recommends a strategic shift towards a proactive, transparent, and dialogic communication model. This includes establishing real-time response systems on social media, institutionalizing regular feedback channels like town hall meetings, and launching digital literacy campaigns to empower students against misinformation. These measures are crucial for building institutional trust and ensuring a stable academic environment in a conflict-sensitive context.