EXPLORING MASS COMMUNICATION STUDENTS' PERCEPTION ON THE ROLE OF PUBLIC RELATIONS IN SHAPING THE IMAGE OF UNIBEN.

ABSTRACT

This study, "Exploring Mass communication students' perception on the role of Public Relations in shaping the Image of UNIBEN". It aimed at ascertaining the impact of public relations through effective activities in promoting UNIBEN's corporate image.  The study is anchored on Agenda-setting theory and Perception theory. Using the survey research design,  a questionnaire was employed to elicit data from 277 Mass Communication students, UNIBEN. The findings revealed that the role of public relations is highly effective in their duties of managing and building UNIBEN's corporate image. From the research finding, it showed that UNIBEN Mass Communication students  are aware of Public relations activities . Thus this study concludes that Public Relations messages should be a two-way communication process to get a good response from various publics, it should be a continuous exercise; it is not what you do today and forget tomorrow. It is what you do every day because an organization does not know when problems arise, hence it was recommended that Programmes and seminars should be organized as a calculated effort to create an atmosphere where students and Public Relations units will exchange meaning through information, education, entertainment and persuasion; so that their relationships can be more cordial.