THE ROLE OF PUBLIC RELATIONS IN BUILDING CORPORATE IMAGE: A STUDY OF NNAMDI AZIKIWE UNIVERSITY, AWKA, NIGERIA

Abstract

Public relations is inevitable when it comes to enhancing an Organisation`s corporate image. Therefore, this study looked at the functions of public relations (PR) in fostering the reputation of an Organisation like Nnamdi Azikwe University (UNIZIK), Awka, Anambra State, Nigeria. The objectives were to establish the significance of  public relations in a corporate organisation like Nnamdi Azikiwe University, Awka; ascertain the extent public relations is being utilised in maintaining mutual understanding between UNIZIK, Awka, and its publics, and find out if the public relations activities of Nnamdi Azikiwe University satisfy its publics. It was hinged on the Agenda Setting theory, and it adopted the quantitative research method. The population of this study is 42,810, made up of the staff and students of UNIZIK. The study's findings established the significance of public relations in a corporate organisation like Nnamdi Azikiwe University, Awka. It also found that there is no clear cut agreement as to the extent public relations is being utilised in maintaining mutual understanding between UNIZIK, Awka, and that the public relations activities of Nnamdi Azikiwe University do not satisfy its publics. It was recommended that Nnamdi Azikiwe University's public relations office should launch a university blog featuring news and updates about the school's activities, among others