The use of social media in public relations counselling of higher school top management in Nigeria


  • Harvey G. O. Igben Department of Mass Communication, Delta State University, Abraka
  • Enebeli Lucas Madubuchukwu Department of Mass Communication, Delta State University, Abraka


counselling, digital age, public relations, social media, top management, web 2.0


This study examines the extent to which social media are used for public relations counselling of top management of higher institution of learning in Nigeria. The use of social media in public relations practice has been relatively new. Its use in the process of supporting top management of higher institutions of learning with public relations counsel has been more an unexplored area of public relations practice for practitioners. Consequently research in this area appears to be little to public relations scholars and researchers. The study was hinged on diffusion of innovation theory and system theory, used the descriptive research design with questionnaire that was administered on 170 selected public relations practitioners in some selected institutions of higher learning across the country. Findings show that public relations practitioners use social media professionally for influencing top management of higher institutions of learning on corporate policies. The study concludes that social media are potent tools in influencing school policy formulation and implementation. The study recommends that institutions of higher learning should formulate and implement productive ICT oriented policies that encourage public relations practitioners to be trained regularly on the use of social media with a consequent expectation of migrating from the analogue to digital culture.


Agha, E. I. (2017). Influence of social media on public relations practice in University in South-East Nigeria. Global Journal of Human-social science: Arts and Humanities-Psychology.

Ajala, V. O. (2013). Public Relation: in search of professional Experience. Maybest Publishers, Ibadan.

Babatunde, K. A., Innocent, O. A., Ibe, B. O., Comfort, A. O., Emmanuel, U. O. (2013). Social as tools for disseminating Agricultural information to farmers in Plateau State, Nigeria.

Bowen, S. A. (2007). Ethics and public relations. Gainesville, FL: Institute for Public Relations.

Bowen, S. A., & Stacks, D. W. (2014). Understanding the ethical and research implications of social media. In Ethical practice of social media in public relations (pp. 249-266). Routledge.

Chmielecki, M., & Lisowski, M. (2013). The use of social media in Public Relations in Poland and the United Kingdom–case studies from automotive industry. Journal of Intercultural Management, 5(4), 49-64.

Demetrious, K. (2011). Bubble wrap: Social media, public relations, culture and society. In Public Relations, Society & Culture (pp. 130-144). Routledge.

Dunn, D., Wallon, M., Peyron, F., Petersen, E., Peckham, C., & Gilbert, R. (1999). Mother-to-child transmission of toxoplasmosis: risk estimates for clinical counselling. The Lancet, 353(9167), 1829-1833.

Gupta, S. C., & Kapoor, V. K. (2020). Fundamentals of mathematical statistics. Sultan Chand & Sons.

Hasan, R. (2015). Ways of saying: ways of meaning: Selected papers of Ruqaiya Hasan. Bloomsbury Publishing.

Hassan, S. (2014). Mass Communication: principles and Concepts. CBS Publishers and Distributions Pvt Ltd, new Delhi, India.

Igben, H. G. O. (1997). Public Relations Fundamentals. Delta: COEWA Publishers..

Jain, A. (2016). Shift in HR professionals role: critical trends in HR management practices. International research journal of management, IT and social sciences, 3(5), 38-47.

Jonson, B. (2005). Design ideation: the conceptual sketch in the digital age. Design studies, 26(6), 613-624.

Kennan, W. R., Hazleton, V., Janoske, M., & Short, M. (2008). The influence of new communication technologies on undergraduate preferences for social capital formation, maintenance, and expenditure. Public Relations Journal, 2(2), 1-21.

Krishnan, H. A., & Park, D. (2005). A few good women—on top management teams. Journal of business research, 58(12), 1712-1720.). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.

Labrecque, L. I., vor dem Esche, J., Mathwick, C., Novak, T. P., & Hofacker, C. F. (2013). Consumer power: Evolution in the digital age. Journal of interactive marketing, 27(4), 257-269.

Mojaye, E. M., & Dedekuma, S. E. (2015). Influence of Communication on Industrial Harmony in the Civil Service of Delta State Nigeria. New Media and Mass Communication ISSN 2224-3267 (Paper) ISSN 2224-3275 (Online), 37.

Neill, M. S., & Lee, N. (2016). Roles in social media: How the practice of public relations is evolving. Public Relations Journal, 10(2), 1-25.

Nwanne, B. U. 2015. Media Usage and Abusage in Nigeria’s 2015 Election.

Onyechi, N. J., & Obono, K. O. B. L. O. W. E. (2015). Potentials of social media for HIV/AIDS campaign among Nigerian youths.public relations (pp. 217–234). New York: Routledge.

Oxman, R. (2006). Theory and design in the first digital age. Design studies, 27(3), 229-265.

Sakali, C. (2015). FDI determinants in central and Eastern Europe and the impact of the global economic crisis. International Journal of Economic Practices and Theories, 5(1), 16-29.

Sakali, E. M. (2017). Examining the use of social media in public relations practice in the kenyan government: a case of immigration department (Doctoral dissertation, University of Nairobi)..

Seethanaik, D. (2015). Stress management in service sector. International research journal of management, IT and social sciences, 2(11), 1-15.

Shaterloo, A., & Mohammadyari, G. (2011). Students counselling and academic achievement. Procedia-Social and Behavioral Sciences, 30, 625-628.

Shoval, N., & Isaacson, M. (2007). Tracking tourists in the digital age. Annals of Tourism Research, 34(1), 141-159.

Sorrell, M. (2008). Public relations: The story behind a remarkable renaissance. Speech to the Yale Club, New York. Retrieved December, 6, 2008.

Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current opinión in Psychology, 10, 17-21.

Ufuophu-Biri, E. (2013). Perception and usaage pattern of social media by students of higher institutions of learning in Delta State, Nigeria. Journal of Communication and Media Research, 5(1), 15-26.

Van den Broeck, U., Emery, M., Wischmann, T., & Thorn, P. (2010). Counselling in infertility: individual, couple and group interventions. Patient education and counseling, 81(3), 422-428.

Von Bertalanffy, L. (1950). The theory of open systems in physics and biology. Science, 111(2872), 23-29.

Waddel-Smith, A. (2010). A qualitative analysis of motivation of elite female triathletes. San Jose State University.



How to Cite

Igben, H. G. O., & Madubuchukwu, E. L. (2017). The use of social media in public relations counselling of higher school top management in Nigeria. International Journal of Economic Perspectives, 11(1), 59–72. Retrieved from



Peer Review Articles