DIGITAL PUBLIC RELATIONS PRACTICES IN TERTIARY INSTITUTIONS IN NIGERIA: A STUDY OF FIDEI POLYTECHNIC GBOKO BENUE STATE
Abstract
Abstract
The rapid growth of digital communication technologies has significantly transformed public relations (PR) practices globally, including within tertiary institutions in Nigeria. This study examines digital public relations practices at Fidei Polytechnic, Gboko, Benue State, with emphasis on the digital tools used, the effectiveness of these tools in stakeholder engagement, and the challenges encountered in their implementation. Using a descriptive research approach, data were obtained from staff and students through questionnaires and interviews. Findings indicate that social media platforms, institutional websites, and email communication are the dominant digital PR tools used by the Polytechnic. However, challenges such as inadequate ICT infrastructure, limited technical expertise, and inconsistent content management affect optimal performance. The study recommends capacity building for PR personnel and improved digital infrastructure to enhance institutional visibility and stakeholder relations.
Keywords: Digital Public Relations, Tertiary Institutions, Social Media, Stakeholder Engagement, Nigeria.
Full-Text Access Notice
In accordance with the NERD Policy on promoting peer-reviewed publication, public access to the full text of a project, thesis or dissertation is restricted for three years, allowing the author and supervisors sufficient time to pursue peer-reviewed publication.
During this period, researchers with legitimate academic or research purposes may request authorisation directly from the author to enable NERD to release the indexed full texts of the work using the form below.