An Analysis of Public Relations Practices in Crisis Management in Public Universities in Nigeria

This study carried out a comparative analysis of public relations practices in crisis management in Akwa Ibom State University and University of Calabar, with the aim of examining the tools, strategies, effectiveness, and challenges with public relations in Akwa Ibom State University and University of Calabar. Anchored on the Two-Way Symmetrical Model, Situational Crisis Communication Theory, and Relationship Management Theory, a mixed methods research design was adopted to provide both statistical evidence and in-depth insights. The population comprised all staff members of the two universities, totalling 9,522. Using the Taro Yamane formula, a sample size of 384 respondents was determined for the quantitative survey and selected through simple random sampling. For the qualitative component, purposive sampling was employed to select two public relations officers for interviews. Data were collected using a structured questionnaire and a semi-structured interview guide. Quantitative data were analysed using descriptive statistics, Pearson Product Moment Correlation, and simple linear regression, while qualitative data were analysed through thematic analysis. Findings revealed that both universities utilise similar public relations tools such as meetings, memos, press releases, and social media platforms for crisis communication. The results further indicated that public relations strategies significantly influence crisis management effectiveness (r = .612), with regression analysis showing that PR strategies accounted for 37.4% of variations in crisis outcomes. The study concludes that effective public relations practices contribute substantially to institutional stability and recommends improved funding, greater integration of PR units into management decisions and proactive stakeholder engagement to strengthen crisis management in both universities.