Keyword : Community Relations, Reputation Management, Effective Communication, University Management
Author(s) : Charles MAKATA, Ph.D; Nkiruka OKEKE, Ph.D And Ogochukwu NWEZE
Abstract :
The purpose of this research is to examine the community relations practice and reputation of the universities in the South East, Nigeria. Specifically, the study aimed to pursue the following objectives: to determine the effect of engagement in effective communication with the host communities' stakeholders on reputation of the Universities; to ascertain the effect of promotion of healthy environmental practices in host communities on reputation of the Universities; to evaluate the effect of agricultural campaigns programmes for the host communities on reputation of the universities. This study used survey research method and employed purposive sampling technique. A sample size of 400 was drawn from the population of 13,833,336. The study relied on structured questionnaire as instrument for the collection of primary data. The quantitative data collected were presented with frequency distribution tables and analyzed with weighted mean score. The findings show that the majority of the respondents affirmed that community relations practices attract goodwill and positive reputation to the Universities. Also, the findings indicate that the respondents accepted that the engagement in effective communication with the host communities' stakeholders has effect on reputation of the universities. The study concluded that deliberate engagement in community relations practices by the universities in their host communities have benefits not just to the host communities but to the Universities. The study recommended that the Universities should constantly engage the host communities' stakeholders through effective communication in order to ensure that community relations policies are well formulated and articulated with the objective to impact positively on host communities' affairs and reputation of the universities.
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