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.
A doctoral thesis submitted to the University of Salford.
Bartlett, M. (2010). Be the spider: how to make a website sticky. Credit Union Journal, 14(9), 4-22.
Black, L. (2008). Relationships among philosophies of dialogue. In R. Anderson, L. Baxter & K. Cissna (Eds.), Dialogue: Theorizing difference in communication studies (pp. 94–98). SAGE Publications.
Breakenridge, D. (2008). PR 2.0: New media, new tools, new audiences. FT Press, Pearson Education.
Broom, G., Casey, S., & Ritchey, J. (2009). Toward a concept and theory of organization-public relationships: An update. In J.A. Ledingham & S.D. Bruning (Eds), Public relations as relationship management: A relational approach to public relations (pp. 3-22). Lawrence Erlbaum Associates.
Bruning, S.D., Dials, M. & Shirka, A. (2008). Using dialogue to build organization– public relationships, engage publics, and positively affect organizational outcomes. Public Relations Review, 34, 25-31.
Bruns, A. (2011). Blogs,Wikipeadia,second life and beyond: From production to production usage. Peter Lang
Carr, N. (2007). Research and public relations. American school board journal, 94(5)
Creswell, W.J (2014). Research sesign: Qualitative, quantivative and mixed method approches(4thEd.). Sage
Eyrich, N., Padman, M., & Sweetser, K. (2008). PR practitioners’ use of social media tools and communication technology. Public Relations Review, 34(4), 412-414.
Eray, E. T. (2016 ). Utilization of Corporate Websites as a Dialogic Public Relations Tool in Turkey. Global Media Journal TR Edition, 6 (12), 201-213
Ezarick, M. (2002). Public school pillars. District Administration Journal.
Fulmer, A. (2012). The fashionable side of social media: keeping up with the latest trend? Public Relations Tactics Journal.
Goke, R. (2004). Principle and practice of public relations. ESSQ Consult Golafshani, N. (2003). Understanding reliability and validity in qualitative research.
The Qualitative Report, 8(4), 597-607.
Grunig, J. E. (2001). Two-way symmetrical public relations: Past, present, and future.
In R. L. Heath (Ed.), Handbook of public relations (pp. 11-30). Sage.
Hill, L.N. & White, C. (2000). Public relations practitioners' perception of the World Wide Web as a communications tool. Public Relations Review, 26, 31- 46.
Ijimakinwa, K, Adesaya , T, Ojo D.(2018). Conflict management in tertiary institutions: A study of selected universities in South Western Nigeria. African’s Public Service Delivery and Performance Review, 6 DOI10.4102
Inya, A. E. (2017). Influence of social media on public relations practices in universities in South-east Nigeria. Global Journal of Human Social Sciences, 17(3/1.0), 1-9 Taylor, M. & Kent, M. L. (2004). Congressional websites and their potential for public
dialogue. Atlantic Journal of Communication, 12(2), 59-76.
Kent, M., & Taylor, M. (2002). Toward a dialogic theory of public relations.
Public Relations Review, 28, 21–37
Kent, M., & Taylor, M. (1998). Building dialogic relationships through the World Wide Web. Public Relations Review, 24(3), 321-334.
King, D.L (2015). Why use social media? Library technology report, 51(1).
Lee, M. (2013).The Role of new public relations practitioners as social media.
(Master’s Thesis).Faculty of San Diego State University.
Luo, Y., & Jiang, H. (2012). A Dialogue with social media experts: Measurement and challenges of social media use in Chinese public relations practice. Global Media Journal.5(2), 57- 74.
McAllister-Spooner, S.M. (2009). Fulﬁlling the dialogic promise: A ten-year reﬂective survey on dialogic Internet principles. Public Relations Review, 35, 320–322.
McCorkindale, T. (2009). Can you see the writing on my wall? A content analysis of the fortune 50 face book social networking sites. Paper presented to the 12th Annual International Public Relations Research Conference, Coral Gables, Florida March 13.
Navarro, C., Moreno, A. & Zerfass, A. (2018). Mastering the dialogic tools: Social media use and perceptions of public relations practitioners in Latin America. Journal of Communication Management, 22(1), 28-45.
Osuji, C. (1999). Dynamics of public relations. Opinion Research and Communication Incorporation.
Porter, L., Sweetser, K., Chung, D., & Kim, E. (2007). Blog power: Examining the effects of practitioner blog use on power in public relations. Public Relations Review, 33, 92-95.
Porter. L. (2010). Communicating for the good of the state: A post-symmetrical polemic on persuasion in ethical public relations. Public Relations Review, 36, 127–133
Sakali, E.M. (2017). Examining the use of social media in public relations practice in the kenyan government: a case of immigration department.
Schaffier, N. (2013). Maximize your social media. Hills Publisher.
Theunissen, P. & Wan –Noordin, W. (2012). Revisiting the concept “dialogue” in public relations. Public Relations Review, 38, 5–13
Wright, D., & Hinson, M. (2009). Examining how public relations practitioners actually are using social media. Public Relations Journal, 3(3).