EVALUATION OF SOCIAL MEDIA AS A COMMUNICATION TOOL FOR PROMOTING EFFECTIVE PUBLIC RELATIONS AMONG ORGANISATIONS IN BENIN CITY
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Abstract
This study evaluated social media as a communication tool for promoting effective public relations among organisations in Benin City. The study was guided by the Uses and Gratifications Theory and the Social Media Engagement Theory. The Objectives of the study were to: Identify the social media platforms most commonly used by organisations for public relations, ascertain how organisations use social media to communicate with the public, investigate the effectiveness of social media in improving PR outcomes and identify the challenges organisations face when using social media for public relations. The study used a survey research design and administered 258 questionnaires to undergraduate mass communication students at the University of Benin. The data was collected and analysed using descriptive statistics. The findings revealed that Facebook and X are the most commonly used platforms for public relations in Benin City. Organisations primarily use social media for oneway communication, such as product information, customer service, and press releases, with the most common posting frequency being daily or weekly. Social media was thought to be generally effective in increasing visibility, audience reach and cost-effectiveness, but its effectiveness in crisis management was moderate. The main challenges were identified as an unreliable power supply, poor internet connectivity, and a lack of professional expertise. The study concludes that, while social media adoption for public relations is high in Benin City, organizations must embrace interactive engagement, invest in professional training, and address infrastructure challenges to achieve the best PR results.
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