Public Relations: Bridging Divides and Navigating Polarization

The Importance of Public Relations in Higher Education

World Public Relations Day is celebrated annually on July 16. This global event highlights the significance of public relations (PR) and its role in shaping the perception of organizations and individuals. It serves as a reminder of the challenges, achievements, and future possibilities within the PR field. The day also encourages better understanding and application of PR strategies across all sectors.

Public relations is a strategic communication function that influences every aspect of an organization’s operations. Whether it’s a business, non-profit, or educational institution, PR plays a vital role in maintaining relationships with stakeholders. These stakeholders can include students, faculty, alumni, government bodies, and the local community. Effective PR ensures that an organization communicates its values, goals, and performance transparently and consistently.

This year’s theme, “Building Bridges and Navigating Polarisation,” emphasizes the importance of collaboration and mutual understanding. In a world where divisions are often amplified by misinformation and lack of dialogue, PR can act as a bridge between different groups. It fosters trust, promotes transparency, and helps resolve conflicts.

The Role of PR in Higher Education

The higher education sector must recognize the strategic value of PR. A university campus is akin to a small city, with various stakeholders needing clear and consistent communication. PR strategies should be implemented to build a positive image, manage crises, and maintain strong relationships with students, parents, and the broader community.

PR involves intentional and planned communication aimed at creating and maintaining a two-way relationship between an organization and its stakeholders. As defined in one of my books, PR is “the strategic activities and continuous communication process designed for mutually beneficial relationships between an organization and its stakeholders.” This means that institutions must not only deliver quality services but also communicate these efforts effectively.

Unfortunately, some organizations seek publicity without committing to quality service. This approach is unsustainable and can lead to reputational damage. When PR is used effectively, it exposes inefficiencies and drives improvement. For example, poor management practices become evident when stakeholders demand accountability and transparency.

Key Areas of PR in Higher Institutions

Well-planned PR programs in universities must address several critical areas:

• Student enrollment and registration processes
• Orientation of new students
• Hostel and lecture hall management
• Transportation and health care services
• Sports and academic events
• Staff-student relationships
• Alumni engagement
• Community outreach
• Government relations
• Fundraising initiatives

While staff members managing these services may not be PR professionals, their actions significantly impact the institution’s reputation. PR must support these departments with strategic communication to ensure consistency and alignment with institutional goals.

Challenges Facing PR in Nigerian Higher Institutions

Despite its importance, PR faces several challenges in Nigerian tertiary institutions. One major issue is the appointment of unqualified PR practitioners. These individuals lack the necessary skills and knowledge to manage communication effectively. They cannot build bridges or navigate polarization, which undermines the institution’s reputation.

Another challenge is the structural arrangement of PR departments. In many cases, the head of PR does not report directly to the chief executive. This hierarchical misalignment hinders the effectiveness of PR functions. With the Federal Government’s caderisation of PR, there is now a formal recognition of PR as a distinct profession. State and private institutions are expected to follow this policy to align with best practices.

Many PR practitioners also lack adequate training. The dynamic nature of the industry requires continuous learning and upskilling. Professionals must stay updated on trends such as digital media, artificial intelligence, and social media engagement. Without proper training, the PR function risks becoming outdated and ineffective.

Responsibilities of PR Professionals

PR professionals in higher institutions have diverse responsibilities, including:

• Media relations and content creation
• Event management and public speaking
• Branding and corporate identity
• Crisis management and stakeholder engagement
• Research and feedback collection
• Community relations and corporate social responsibility

These roles require a combination of technical skills, creativity, and strategic thinking. PR professionals must also understand the unique needs of their stakeholders, especially younger generations like Gen Z, who are digital natives.

Addressing Specific Challenges

Managing student issues such as bullying, harassment, and service failures is another critical area. PR professionals must ensure that feedback is collected and addressed promptly. Many institutions fail to respond to student concerns, which can lead to dissatisfaction and reputational damage.

Increasing student enrollment in monotechnics and private schools is another challenge. PR professionals must develop innovative strategies to attract and retain students. This includes enhancing service delivery, using effective marketing techniques, and leveraging alumni networks.

Government relations are also crucial. Institutions must maintain good communication with regulatory bodies and agencies such as the National Universities Commission (NUC) and the Joint Admissions and Matriculation Board (JAMB). Poor relationships can lead to operational difficulties and negative impacts on students and staff.

Conclusion

In conclusion, PR is more than just communication. It is a comprehensive strategy that starts with research and aims to address gaps and build bridges. Polarization often arises from one-sided communication, poor feedback, and a lack of service delivery. The appointment of unqualified PR practitioners must be addressed immediately, as it can lead to long-term reputational damage.

As we celebrate World Public Relations Day, it is essential to recognize the critical role of PR in shaping perceptions, fostering trust, and driving institutional success. By investing in qualified professionals and implementing effective strategies, higher education institutions can enhance their reputation and better serve their stakeholders.