Assessment of the Public Relations Strategies in Handling the January 2007 Student's Crisis at Delta state Polytechnic , Ogwuash-Uku, Delta State, Nigeria

Abstract

This study was aimed at amongst other things assessing the public relations strategies used by the management of delta state polytechnic, Ogwuash-Uku (DSPG) to manage the January 2007 students’ crisis in the institution. It also examined the reason for the poor relationship between the students and management. The survey research method was used. Personal interviews and self-administered questionnaire were used as research instruments to elicit information from respondents. Simple percentages were used to analyse data gathered. Findings shows that public relations was not accorded its rightful place as a management functions in the institution. Consequently, half measure, fire alarm strategies were employed by the polytechnic’s management to douse the students’ protest. These were highly ineffective and although the students’ protest ended ultimately, the negative media report of the event caught the management napping leading to hush-hush rebuttals after the damage had been done. The study identify inadequate communication as well as communication breakdown as the main catalyst to the crisis. The paper, therefore, suggested that DSPG and other higher institution in the country should recognize the vital role of PR practice as an indispensable management function.