Impact of Public Relations on the Performance of Obafemi Awolowo University Ile-Ife, Osun State

This study investigates the impact of public relations on the performance of Obafemi Awolowo University (OAU), Ile-Ife. One of the objectives of the study is to ascertain the extent at which Obafemi Awolowo University Ile-Ife public relations create room for internal and external public to express their feeling. One of the research questions is to what extent does PRs in Obafemi Awolowo University Ile-Ife create room for internal and external public to express their feeling? The study adopted the Agenda Setting Theory and Social Responsibility Theory. Quantitative (survey) method of data collection was employed. The study used stratified sampling method of which 250 copies of questionnaires were administered to the staff of Obafemi Awolowo University, Ile-Ife, while 245 were completed and returned. The findings reveal that OAU's public relations department significantly enhances the university's reputation, stakeholder engagement, and internal communication. Effective public relations strategies, including social media engagement and stakeholder forums, have improved stakeholder participation and perception. The study concludes that public relations plays a critical role in enhancing the performance of Obafemi Awolowo University. Effective public relations strategies can improve reputation, stakeholder engagement, and internal communication, ultimately leading to better performance. The study recommends developing strategic communication plans, enhancing stakeholder engagement, capacity building for public relations staff, and establishing monitoring and evaluation mechanisms.

Keywords: Public Relations, Performance, Obafemi Awolowo University