THE PLACE OF SOCIAL MEDIA IN THE PRACTICE OF PUBLIC RELATIONS IN OSUN STATE POLYTECHNIC, IREE

This study examined The Place of Social Media in the Practice of Public Relations in Osun State Polytechnic, Iree. The research investigated the level of awareness and usage of social media for public relations purposes, its roles and benefits in enhancing institutional communication, as well as the challenges affecting its effective utilization. The study adopted the Descriptive Survey Research Design and was anchored on two major theoretical frameworks: the Excellence Theory and the Uses and Gratifications Theory (UGT). A total of two hundred (200) copies of the questionnaire were distributed among staff and students of Osun State Polytechnic, Iree, out of which one hundred and eighty-three (183) were duly completed and analyzed using descriptive statistical tools such as frequency counts, percentages, and mean scores. The findings revealed a high level of awareness and usage of social media platforms such as Facebook, WhatsApp, and X (Twitter) for public relations communication. The study further established that social media plays a vital role in managing institutional image, enhancing transparency, promoting feedback, and strengthening the relationship between the Polytechnic and its publics. It also found that social media offers several benefits, including cost-effectiveness, real-time communication, and wider audience reach. However, the study identified major challenges such as inadequate technical skills among PR staff, poor internet connectivity, limited funding, and the absence of an institutional social media policy.The study concluded that social media has become a transformative tool in the practice of public relations, enabling the Polytechnic to maintain transparency, trust, and effective dialogue with stakeholders. It recommended the formulation of a comprehensive social media policy, regular digital media training for PR personnel, improved funding and infrastructural support, and the recruitment of skilled digital communication professionals to enhance the Polytechnic’s online presence and reputation management.