EVALUATING PUBLIC RELATIONS STRATEGIES FOR CONFLICT RESOLUTION IN NIGERIAN UNIVERSITIES: A CASE STUDY OF RIVERS STATE UNIVERSITY

This study evaluates Public Relations Strategies for Conflict Resolution in Nigerian Universities using a Case Study of Rivers State University. The objectives included identifying the specific public relations strategies employed by the university in addressing conflicts such as student fee protests, staff union disputes, and community-related tensions, and assessing their effectiveness in preventing, managing, and resolving conflicts among stakeholders. The research was anchored on three theoretical frameworks: the Excellence Theory of Public Relations, the Conflict Transformation Theory, and the Situational Crisis Communication Theory (SCCT). A mixed-method survey research design was adopted, combining quantitative and qualitative approaches for a comprehensive analysis. The total population of 30,462 comprised 12 Public Relations staff members, 2,450 academic and non-academic staff, and 28,000 students. Using Taro Yamane’s formula, a sample size of 350 respondents was determined. Data were collected through structured questionnaires and semi-structured interviews, validated by experts and tested for reliability. Quantitative data were analyzed using simple percentages and Weighted Mean Scores (WMS), while qualitative data were analyzed thematically. Findings revealed that Rivers State University employs a combination of dialogue, stakeholder meetings, community engagement, and internal communication channels to manage and resolve conflicts among students, staff, and external stakeholders. Public relations strategies such as timely communication, dialogue facilitation, and participatory decision-making were found effective in preventing and managing conflicts. The university has also introduced innovative PR initiatives such as stakeholder forums, participatory dialogue series, and trust-building workshops that foster mutual respect and institutional harmony. The study concluded that public relations play a vital role in fostering peace, understanding, and cooperation within the university community. It emphasized that effective PR practices have contributed significantly to building trust, promoting transparency, and preventing conflict escalation. It further suggested the enhancement of participatory communication, increased funding and autonomy for the PR department, and continuous capacity-building programmes for PR officers to strengthen conflict management effectiveness.