Professional Public Relations Practices in High Schools in Nigeria

Professional public relations allow institutions like schools to easily recognize their strengths, shortcomings, and connect when they succeed and when they don't. This research explores the views and experiences of high school public relations practitioners in Southwest Nigeria about their activities in the field of public relations. Three interviews were conducted using 10-question interview guide to assess the validity of this research's conclusion and recommendations. The first interview was conducted in the sampled schools with a PR firm and the other two with staff in charge of the public relations activities. The Principle of quality has been used as the theoretical basis for this research. However, findings show that there is no department / unit for public relations in high schools, most directors of secondary schools are yet to accept and participate in their activities with PR tools; this clearly means that there are no formal activations in high schools for public relations. In the meantime, non-professional PR tasks conducted by subject teachers are added to the teacher's responsibilities. In addition, given the appreciable degree of frustration, members of public relations in these high schools are still making efforts to strengthen the situation with their limited working information of how PR activities should be performed. In conclusion, however, given the level of competition and trust of current and prospective employers, public relations is not only about rhetoric, but about practice. Therefore it is proposed that secondary school administrators have some responsibilities to perform better in order to generate a good picture for their schools. They need to generate the support of parents and the happiness of the students. They will strive to set up successful divisions for public relations, or work with experts to help do things right.