ROLE OF PUBLIC RELATIONS IN IMAGE BUILDING AND STUDENT RETENTION IN JOSEPH AYO BABALOLA UNIVERSITY , IKEJI-ARAKEJI, OSUN STATE

ABSTRACT This study investigates the role of public relations in building a positive image and enhancing student retention in higher education institutions, among Joseph Ayo Babalola University . It highlights how strategies such as media campaigns, social media engagement, and community outreach influence students’ perceptions, satisfaction, and loyalty. The research underscores the growing importance of Public relations in fostering trust, improving reputation, and maintaining strong relationships with key stakeholders, especially students. Drawing on empirical studies from Nigeria and other African countries, the review reveals that effective Public relations involves interactive communication platforms, real-time digital engagement, and integrated strategies that combine media relations, crisis communication, and community service. However, gaps remain in understanding how internal Public relations practices and student-centered communication affect retention. Using a quantitative approach, data were collected from 339 undergraduate students across selected colleges at Joseph Ayo Babalola University to explore their perceptions of Public relations impact on institutional image and retention. Findings show that students view Public relations highly influential, with social media and electronic media playing critical roles in fostering transparency, trust, and loyalty. Well-executed public relations campaigns were found to significantly enhance student satisfaction and engagement, especially through consistent messaging and crisis communication. The study concludes that integrated Public relations strategies combining traditional and digital tools are essential for building credibility and sustaining enrollment. Recommendations include expanding feedback channels, prioritizing active social media presence, and implementing crisis communication plans, with future research encouraged to explore diverse institutions and Public relations tools through mixed or longitudinal methods.