Abstract:
This study sought to evaluate the crisis management strategies used by the Public Relations departments of Nigerian universities in handling crisis situations and also the effectiveness of these strategies. These objectives were born out of the prevalence of crisis in Nigerian universities which has become an issue of concern. The study was anchored on one theory (Human Relations Theory of Management) and one model (Public Relations Transfer Process Model). In meeting the research objectives, the study adopted the explanatory mixed method. The purposive and proportionate stratified sampling techniques were used in selecting the sample for the study. A sample size of 399 was used for the questionnaire while a sample size of 20 was used for the in-depth interview. The study was divided into two phases. Whereas data for the first phase were collected through questionnaire from undergraduate students and staff of selected Nigerian universities in the South-East (ABSU, EBSU, IMSU, NAU and UNN), data for the second phase were collected through in-depth interview with the PROs, ASUU and SSANU chairmen and SUG presidents of these universities. Data obtained were analyzed quantitatively and qualitatively. Data obtained through questionnaire were analyzed using frequency tables, percentages and ANOVA while data obtained through interview were analyzed qualitatively. It was found that the Public Relations departments adopt good strategies such as communicating to staff and students and involving staff and students in management decision making. Yet, further finding revealed that these strategies have not helped in reducing the rate of crisis in universities, based on the fact that these strategies are not often used. Other factors that hinder the effectiveness of these strategies were revealed to be inability of the management to accord Public Relations its rightful position, inadequate fund and staff to carry out PR functions. It is based on these findings that the study recommends that the strategies such as prompt listening and response to the needs and welfare of staff and students, participatory communication and involvement of staff and students in decision making should be strictly adopted and adhered to by the management and PROs of universities. The study further recommends that the management should accord great importance to Public Relations by recognizing it at the top management level.
