PUBLIC RELATIONS STRATEGIES AND CONFLICT MANAGEMENT IN NIGERIAN UNIVERSITIES: A STUDY OF UNIVERSITY OF CROSS RIVER STATE, CALABAR

This study assessed the role of Public Relations strategies and Conflict Management in Nigerian universities through the study of University of Cross River State, Calabar. The objectives of the study were to find out the existing Public Relations strategies employed by UNICROSS, Calabar in conflict management and conflict resolution, assess the effectiveness of the Public Relations strategies adopted by UNICROSS, Calabar in conflict management and conflict resolution, and identify the setbacks and lapses present in Public Relations strategies adopted by UNICROSS, Calabar in conflict management and conflict resolution. Empirical studies related to the research were reviewed, and the theoretical framework for the study was based on the Conflict Transformation Theory. The study adopted a qualitative research design, with in-depth interview as the methodology of the study. A total of 5 interviewees, including the Chief Public Relations Officer of UNICROSS, Calabar and four other Public Relations staff of the Public Relations unit of UNICROSS, Calabar were sampled for the study using purposive sampling technique. Findings drawn from the study showed that the current key public relations strategies for managing and resolving conflicts within UNICROSS, Calabar, employed by the Public Relations unit, encompass diplomacy, mediation, intervention, and prevention. Further findings from the study revealed that the absence of any conflict or situation beyond the control of the Public Relations Unit of UNICROSS, Calabar in previous times is a reflection of the effectiveness of their conflict management and resolution strategies. The study recommended that tertiary institutions in Nigeria, like UNICROSS, Calabar should enhance the proficiency of their Public Relations personnel through continuous training and regular meetings to improve communication, and manage conflicts more effectively. The study further recommended that tertiary institutions in Nigeria, like UNICROSS, Calabar should make provisions for advanced technological facilities to enhance the operations of the Public Relations unit, and as well organise training sessions for their Public Relations staff to clarify them on their information-sharing practices when providing updates for their publics