ATTITUDE AND PERCEPTION OF PUBLIC RELATIONS PRACTITIONERS TOWARDS PUBLIC RELATIONS IN SELECTED HIGHER INSTITUTIONS IN EDO STATE, NIGERIA

The study is focused on the attitude of public relations practitioners towards public relations in higher institutions in Edo state. The objectives of the study were to ascertain the extent Public relations practitioners in higher institutions of learning in Edo state practice the profession in line with Nigerian Institute of Public Relations guidelines and to examine the challenges facing Public Relations practitioners in higher institutions in Edo state. The survey research method was used to gather the data used for the study. However, the population for this study is 150 while the sample size is 109. Findings revealed that Public relations practitioners in higher institutions of learning in Edo state have a positive attitude towards the practice of public relations and they practice the profession in line with Nigerian Institute of Public Relations guidelines. However, poor funding and lack of experience are major challenges facing practice of public relations practitioners in higher institution of learning in Edo state. The researcher therefore recommended among other things that Management should ensure that the Public rela tions unit be well funded and that public relations practitioners are well paid to ensure their well-being. The researcher also recommended that Public relations practitioners in higher Institution of learning should uphold the ethics of the profession in order to earn respect in the society. The focus of the study is attitude and perception of public relations practitioners towards public relations in higher institutions, which will help maintain mutually beneficial relationship between management and the public.