Work

The Influence of Social Media on Public Relations Practice in Akwa Ibom State University

Year: 2024

Type: article

Abstract: This study examines the influence of social media on public relations practice at Akwa Ibom State University (AKSU), Nigeria. The research aimed to determine the extent of social media use, identify preferred platforms, and uncover barriers to effective utilisation. We conducted a survey among PR practitioners at AKSU using a quantitative approach. Findings reveal that Facebook is the dominant platform, with 48% of respondents using it for PR activities. The majority of practitioners perceive social media as having a significant influence on their work, enhancing relationshipbuilding and information dissemination. However, infrastructural challenges, primarily, insufficient electricity and poor network connectivity, hinder optimal social media use. The study concludes that while social media plays a crucial role in AKSU's PR practice, addressing infrastructure barriers is essential for maximising its potential. Recommendations include investing in alternative power sources, developing a comprehensive social media strategy, and providing regular training for PR practitioners on emerging trends and best practices.

Source: Zenodo (CERN European Organization for Nuclear Research)

DOI: 10.5281/zenodo.13342226

Authors: UDOWO, AKANIMO ODUNGIDE, MBOHO, MBUK AKPAN, AKARIKA, DANIEL CALLIXTUS

Language: English

Topic: Public Relations and Crisis Communication

Subfield: Communication

Field: Social Sciences

Domain: Social Sciences

SDG: Industry, innovation and infrastructure

Open Access status: green

OpenAlex ID: W6930776386

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