NJOMACS

It is not a fact in dispute that public relations practice has taken a new turn with the arrival of the social media and this in turn significantly altered ways universities interact with its publics. But this interactive and information management potentials of the social media in connecting people has not been fully harnessed by the universities in connecting its diverse publics. This study, relying on available literature, published research works, seminar papers and anchored on two-way symmetric theory reviews use of social media as channels of public relations by select Universities in North-Central Nigeria. It is demonstrated in the literature that public relations practitioners in the universities seem not to be living up to expectation in using social media platforms for the management of information, crisis and interacting with the publics of the universities. This study therefore, takes the position that the public relations practitioners in the universities as a matter of necessity has to be sensitised, educated and really helped to improve upon in the art of using technology and social media in the management of universities’ information, interactions and bridge the communication gab with its publics in a digital world.