Study of the Use of Website and Social Networking Sites as Public Relations Dialogic Tools in Universities in Kogi State Nigeria


Social Networking Sites
Public Relations Practitioners
Dialogic Communication

How to Cite

Okaiyeto Simon Ayodele, & Adelanwa Abdulqudus Atanda. (2020). Study of the Use of Website and Social Networking Sites as Public Relations Dialogic Tools in Universities in Kogi State Nigeria. Media & Communication Currents, 4(2), 149 - 170. Retrieved from


This study investigates the use of website and social networking sites (SNS) for dialogic purposes to the enhancement of the performance of public relations functions by the universities in Kogi state. The study sought to determine how public relations officers of universities use website and social networking sites as dialogic tools; the factors that influence the preference for the adoption of website or a particular social networking site dialogic tools; how the usage of website and social networking sites as dialogic tools impact on the way public relations officers in universities in Kogi State communicate with their internal publics. 12 Public Relations Officers in the universities were purposively selected and interviewed. The study found that the adaption of website and SNS by the universities for PR functions has brought about real-time interactivity, quick feedback, mutual relationship which is the hallmark of dialogic communication. SNS like Facebook, Twitter, LinkedIn, WhatsApp, YouTube etc. have made Public relations in Kogi state Universities to engage with their internal public in a dialogic, speed, wider reach and in a very efficient ways. Although, universities public relations practitioners utilise website and SNS for improved professionalism, it is not without challenges. These challenges are information trust, identity control, ICTs knowledge and crisis management. It is recommended that university PR practitioners should engage in real-time regular monitoring and manage the login into the platforms by unscrupulous and anonymous individuals. Also, only credible, and reliable information should be posted or shared on the websites and social media handles.



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