INFLUENCE OF PUBLIC RELATIONS IN PROMOTING PEACE IN BENSON IDAHOSA UNIVERSITY

This study examined the influence of public relations (PR) in promoting peace in Benson Idahosa University. The objective of the study was to ascertain the presence of public relations in Benson Idahosa University, to find out the problem facing public relations in Benson Idahosa University, to examine the influence of public relations in promoting peace in Benson Idahosa University, to know the tools and methods used by PR experts in ensuring cordial relationship between Benson Idahosa University and their publics. The study was anchored on the Social Responsibility Theory of mass communication. The survey research design was adopted for this research. Population of this study comprises of students of the following departments Accounting, Business Administration, Economics, Banking and Finance, and Mass Communication of the Faculty of Social and Management Sciences, Benson Idahosa University. A total number of two hundred and five copies of questionnaires were administered to students in the above departments. Simple sampling technique were used for the study and data were obtained using questionnaires and were analyzed with simple percentage in tabular form. The study found that while current PR efforts positively impact campus harmony, there are notable areas for improvement. Key challenges include limited resources, inconsistent communication practices, and difficulties in measuring the impact of PR initiatives. The research highlights that addressing these issues by securing adequate resources, ensuring consistent messaging, and developing robust evaluation frameworks can significantly enhance the effectiveness of PR activities. The study recommended comprehensive crisis communication plan with clear roles, responsibilities, and protocols to manage conflicts effectively. Regular engagement with students, faculty, and staff through structured feedback mechanisms and inclusive decision-making processes. Implementation of proactive PR strategies to maintain a positive institutional image and address negative feedback constructively, Consistent and transparent internal communication to align stakeholders and reduce misunderstandings.