UNIVERSITY OF DELTA PERCEPTION OF THE ROLE OF PUBLIC RELATIONS IN REPUTATION MANAGEMENT OF THE UNIVERSITY

This study investigated the role of public relations in reputation management in the University of Delta, Agbor. The study was anchored on two-way symmetrical model of public relation and excellence theory. A survey research design was used. The findings showed that public relations plays a significant role in shaping the university's reputation, with factors such as effective communication, stakeholder engagement, and crisis management contributing to its reputation. The study also showed the importance of public relations in promoting a positive image, building trust, and fostering relationships with stakeholders. However, challenges such as inadequate resources, lack of transparency, and ineffective communication hinder effective reputation management. The study concluded that public relations is crucial for managing the university's reputation. Therefore, the study recommended that the university should prioritise public relations, invest in resources, promote transparency and accountability, and foster effective communication with stakeholders to enhance its reputation.