Utilization of Public Relation for Reputation Building in Osun State Polytechnic Iree

ABSTRACT

This research was on the utilization of public relations for reputation building in Osun State Polytechnic Iree. Public relation is very relevant in institution today since it has become the most powerful tool to express the image of an institution to the public community. The study assessed public relations as a tool for attaining educational institution objectives. The major problem of this study was the presence of social vices such as bribery, cultism and corruption, sex scandal that make communities dissatisfied with the Nigeria education sector. The major objective of the study was to examine public relations as a tool for attaining educational institution objectives. Descriptive design was used with a sample size of 150, purposive sampling techniques was use to group the population and sample randomly selected. A structured questionnaire was the instrument used to gather data from the field for analysis. Regression analysis was employed to test the four hypotheses formulated. Findings reveal that reputation management, customer relations, media relations, social media and corporate social responsibility on achieving educational institution objectives was positively significant respectively. The study concluded that institutions should pay more attention to those variables for attainment of their educational institution objectives. And recommended among others that the models used in this study should be properly adopted by the institutions for adequate sustainability of their existence.

Keywords: Utilization, Public Relations, Reputation.