Public Relations Strategies and Student Protests Management in Selected Nigerian Tertiary Institutions

Authors: Adebusuyi O. Adedotun¹, Akindutire S. Ayomide², Aribisala T. Moyinoluwa³ and Godsgift E. Dada⁴

Abstract

This study examines the influence of Public Relations (PR) strategies on student protests in Nigerian tertiary institutions, focusing on Adekunle Ajasin University, Akungba-Akoko (AAUA), and The Polytechnic Ibadan. It dives into how PR strategies are been used by university administrators to address student grievances and manage students’ crisis especially protest. The research was centered on the Integrative theory of behavior change which examine how various factors influenced students’ decisions in protests in tertiary institutions. Specifically, the researchers make use of survey research method to investigates the impact of PR strategies on the occurrence and intensity of student protests at AAUA and The Polytechnic Ibadan; student perceptions of the effectiveness of these PR efforts; and the comparative effectiveness of different PR strategies employed by the institutions in resolving student grievances. The findings reveal that proactive and transparent communication significantly reduces protest frequency, while reactive PR measures often escalate tensions. Also, students perceive open dialogue and participatory communication as more effective in addressing their concerns compared to top-down information dissemination. The study concludes that strategic PR can play a critical role in conflict prevention and resolution in Nigerian tertiary institutions. Recommendations include adopting a more inclusive and active PR approach that fosters trust and engagement between students and administration.

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