ABSTRACT
This study focused on assessing Twitter as a public relations tool for crisis management among mass communications students during the 2022 ASUU strike. The study aimed to determine if Twitter (X) was an effective public relations platform for crisis management, if the platform had the ability to influence public opinion and uncover the challenges derived from relyong on Twitter as a public relations tool. The survey research method was used to gather data for the study and the theoretical framework revolved around Technological determinism theory, Agenda setting theory and Situational crisis theory.
Findings from this study revealed that Twitter (X) was actually an effective crisis management tool during the ASUU strike with the ability to mold people's opinions during a crisis. The study also made notice of the major challenges derived from using the platform for crisis management which is a high tendency of misinformation and fake news. The study therefore concluded that Twitter (X) as a platfrom for social media plays a great role in crisis management and it has emerged to be a powerful public relations tool for crisis management, where organizations, unions, nations and environments to communicate directly with stakeholders and provide timely updates during times of crisis. The study thusly recommended The Academic Staff Union of Universities should endeavor to create a Twitter(X) handle so as to be able to communicate more effectively with their members and stakeholders nationwide and ensure the Twitter (X) handle is properly and effectively operated by experts or professionals in the field of social media.
It was also recommended tha Twitter (X) should be properly and adequately regulated to reduce the amount of hate speech, rumors, fake news, misinformation, bias and unnecessary trolling. Lastly it was recommended that during crisis situations, organization, unions and institutions should create good crisis communication strategies and involve social media in the crisis communication strategy.
