The use of social media in public relations counselling of higher school top management in Nigeria
Keywords:
counselling, digital age, public relations, social media, top management, web 2.0Abstract
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.
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Copyright (c) 2021 Harvey G. O. Igben, Enebeli Lucas Madubuchukwu
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