Comparative Analysis of the Significance of Public Relations Practice in Adeyemi Federal University of Education, Ondo and University of Medical Sciences, Ondo

Abstract

Public Relations (PR) plays a crucial role in shaping the image and communication strategies of educational institutions. This research aims to conduct a comparative analysis of the significance of Public Relations practice in Nigerian universities, focusing on Adeyemi Federal University of Education, Ondo (AFUED) and the University of Medical Sciences, Ondo (UNIMED). AFUED is a public university owned by the Federal government while UNIMED is specialized University of Medical science owned by the Ondo state government. The study is anchored on the Excellence Theory of Public Relations, which emphasises strategic communication and relationship management as key components of effective PR practice. Key variables examined include media relations, stakeholder engagement, crisis communication, and institutional reputation management. A self-administered questionnaire was distributed to 100 respondents using a judgment sampling technique. Data collected were analysed using descriptive statistics. Findings reveal that both universities recognise the importance of Public Relations, but differences exist in the implementation strategies and effectiveness of PR practices between AFUED and UNIMED. While both institutions utilise digital platforms for strategic communication, and AFUED's PR approach appears more community-centred, engaging in cultural and social activities, whereas UNIMED focuses more on professional and academic communication, particularly for students and faculty in the medical field. The study underscores the need for a more structured and strategic PR approach to enhance institutional reputation and stakeholders trust.