Jauro Mustapha Salihu, Tsegyu Santas

Keywords: Evaluation, public relations, TETFund, intervention programmes, public universities

Abstract

The study examines the public relations strategies adopted in the management of TETFund intervention programmes in Nigeria’s public tertiary institutions. The theories used for the study were Stakeholder Theory and Relationship Management Theory. The research design adopted for the study was the descriptive cross-sectional design where 353 respondents were selected from a population of 3000 staff of TETFund. The study’s results indicate that press statement, press conferences, media relations, and stakeholder engagements were the main public relations (PR) strategies used by TETFund in the management of intervention programmes in Nigeria’s public tertiary institutions. Likewise, the use of stakeholder engagements by TETFund has led to the carrying of all the stakeholders along, thereby fostering loyalty, trust, and transparency. The study concludes that the deployment of effective PR strategies by TETFund contributes significantly to positive reputation and goodwill among its publics. The study recommends that it is imperative for TETFund to prioritise stakeholder engagement and that there is the need for TETFund to incorporate digital technologies like the social media into its PR strategies.

Author Biography

Jauro Mustapha Salihu, Tsegyu Santas

Department of Journalism and Media Studies, Faculty of Communication and Media Studies, Nasarawa State University Keffi, Nigeria

Email: [email protected]

View PDF